Topic
The Drivers of Success in Chinese 5 Star Luxury Hotels
Instructions
- Executive summary (250 words)
- Introduction (1250 words)
- Rationale/identification of the problem or issue
- Aims & objectives
- Research questions
- Literature Review (2500 words)
- Conclusion and recommendations (1250 words)
- References
- Appendices
Answer Preview
Service excellence in the hotel industry is identified as an important factor for guest satisfaction. A study by Martyn and Anderson (2018) indicated that hotels should focus on providing well-developed services that meet the unique needs of their clients. In such a manner, the enterprises are able to achieve and sustain client satisfaction, which in turn translates to increased sales, growth and potential guest loyalty. Neirotti, Raguseo, and Paolucci (2016) discovered in their study that guest reviews help to give information about what clients are expecting from the service providers. In the hospitality industry, these reviews provide a basis for an informed value creation, where existing products are tailored to reflect the expectations and preferences of the guests, while new products are made to suit those needs (Schuckert, Liang, Law & Sun, 2019). The information from guest reviews also help in the designing of marketing communication messages, such that they are designed to tell the clients what to expect (Neirotti, Raguseo, and Paolucci, 2016). In the context of providing services outside the core interactions between the hotel and clients, knowledge of the needs and preferences of clients can support decision making, such that pre- and post-sales services and interactions are designed to optimize the user experience.
Word Count: 3200