TermV MOS Westway Ppt Final

7/29/2019 TermV MOS Westway Ppt Final

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Service Model at Westway HotelSubmitted By:-

Group- 7Anshul Kumar

Ashutosh Vikram

Arnab Guha Mallik

Mahesh Koppad

Ankita Singh

Jayantwin Katia


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Study of services offered by Westway Hotel

Areas of study: Dining, Hospitality & Reception, check in and check out process

Identifying the key factors that determine the customer experience

Formulate the relationship between customer satisfaction and customer loyaltyin Westway

Determination of factors affecting customer satisfaction and loyalty

Objectives

What are the customer expectations from a hotel?

What factors affect customer satisfaction and loyalty?

How did the Hotel evolve its services to respond to the changing customer trends

Objectives of the project

Research Questions


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Westway

Food &

Beverages:

Products

Food &

Beverages:

Services

Front Office Housekeeping

Westway Hotel: Services


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Food & Beverage- Products

Responsible for daily operations of restaurants, bars and iosks

Includes the kitchen staff, waiters , the bar attendants amounting to a

total of 23 employees

Key concerns: Effective operations management

Purchasing Receiving Storing IssuingPre-

preparation

PreparationServingService

Duties of Food and Beverages Management

Coordinating activities among various departments, such as kitchen, dining rooms, bars and

banquet operations

Ensuring that guests are satisfied with their dining experience Supervising the inventory, ordering of food equipment and taking care of their maintenance

Responsible for sanitation of food and beverage and maintaining the quality standards of the hotel

Generally must be responsible for all the administrative activities of running the business,

including,

monitoring staff performance and training them

Must keep controlling and supervising the budget of F&B department

Handling staff and controlling the staffing guide according to house procedures


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Food & Beverage- Services

Its the most important factor in Westways service operations as most of the activities lie above the

line of visibility and have s direct impact on the customers perception of Westways services

Three sections: Restaurants ,Conference, Board Meeting & Banquet Facilities and Round the clockroom services

Services offered: Buffet lunch/dinner, /breakfast, A La Carte

Key concerns: Man management , Quality Control.

The Malabar Court- Multi-cuisine Restaurant

Malabar court: The round the clock multi cuisine restaurantfor quick bites and hearty eating.

Chancery: It is used for conducting business presentation andmeetings, product launches, dealer incentive meetings, socialmeets, etc. which can accommodate up to 250 guests at a time

Cabinet: It has a capacity of 25 and is suitable for small boardmeetings

Senate: It can accommodate 45 people and is ideal for smallgatherings and interviews


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Front-office

Comprises of the reception, guest relation officer, bell service,

reservation and Business center

The first point of interaction with customer

Work is split in 3 shifts to ensure that 2 front desk attendants are

present all the time

A key service factor particularly for new customers as it leaves the

first impression

The key work responsibilities of the front office include:

1. Hospitality - Warm welcome to be extended to the guests

2. Register arriving guests

3. Assign rooms

4. Answer guests questions on hotel services and other matters

5. Check out guests6. Report problems with guest rooms or public areas to the housekeeping or maintenance staff

Room type Single DoubleStandard 2500 2900

Club 2800 3300Suites 4500 4500

Extra bed 600Average lunch buffet 300-350

Pricing structureFRONT OFFICEMANAGER

FRONT DESKEXECUTIVES

BELL STAFFGUEST

RELATIONSHIPMANAGER


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Housekeeping

Primarily deals with ancillary activities with a workforce of

around 30 people

Fixed guidelines and strict adherence to that is practiced toensure a better customer experience

A key factor to ensure long-term relationship with customers

and gain credibility

Key concerns: Inventory and time management, quality

control , team management

A housekeeper needs between fifteen and thirty minutes to do one room. A housekeeper

carries out the following tasks:

making beds

tidying rooms

cleaning and polishing toilets, taps, sinks, bathtubs and mirrors

washing floors

removing stains

vacuuming


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Possible Levels of Customer Expectations

Ideal expectation or

desires

Normative should

expectations

Experience-based

norms

Acceptableexpectations

Minimum tolerable

expectations

everyone says this restaurant is as

good as one in France and I want to

somewhere else for my

anniversary

As expensive this restaurant is , it

ought to have excellent service

most times this restaurant is very

good, but when it gets busy the

service is slow

I expect this restaurant to serveme in an adequate manner

I expect terrible service from this

restaurant but come because of low

price

Literature Review


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Ideal level what can be Desired level what should be Predicted level what will be Minimum tolerable what must

be.

Customers have expectations of hospitality encounters, which marketers must meet if customers are

to be satisfied

Zones of tolerance:

Factors influencing customers zone oftolerance

Customers personality andcurrent circumstances

Importance of the purchaseoccasion

Characteristics of the product

Price

Lasting Service

intensifies

Personal needs

Temporary service

intensifies

Perceived service

intensifies

Self-perceivedservice role

Situational factorSituational factor

Factors that influence adequate services


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Customer satisfaction models

Traditional Macro model of customer satisfaction (Woodruff & Gardial, 1996)

Perceivedperformance

Comparison

standards

Perceived

DisconfirmationSatisfaction feeling Outcomes

Model of Link between satisfaction and Value ( Oliver,1999)

Quality

Performance outcomes

Cost based value

Consumption value

Extended value

Value based satisfaction

Quality

All customer satisfaction models reinforce the same concept that customer satisfaction leads to profits

Other important customer satisfaction models:

Model of Two Levels of Satisfaction and Perceived Service Quality(based on a study by Bitner &

Hubbert, 1994)

Model of Sources of Customer Satisfaction(Bateson, 1991)


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PERVAL Model: Literature Review

Evolution of the model

Philip Kotler proposed four dimensions of customervalue:

Product value

Service value

Personnel value

Image value

Sheth, Newman, Gross (Sheth, Newman, Gross, 1991)built a five-dimensional model of

customer value which includes social value, emotional

value, functional value, understanding value and context

value.

Sweeney and Soutar (Sweeney and Soutar, 2001)

proposed PERVAL model based on Sheth research

results and empirical study.

The model contains 19 targets were attached to four

key value dimensions:

functional value of the price factor

quality factor in the functional value

emotional value

social value

Customer Value

Many scholars agree

that customer value is a

multi-dimensional

Concept.

Traditional view is to

measure value from both

quality and price

components

Evolution of consumer

value concept:Economic value

(transaction value)

Psychological value


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Data Collection Process

Place: Westway Customers (on field) 17 Respondents

Questionnaire filled by students of IIM Kozhikode 30 respondents

Respondents Demographics

Male

67%

Female

33%

Gender

52%

19%

25%

4%

Income

50000

0%

63%

31%

6%

AGE

40

Data Analysis

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Questionnaire


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Tidiness- How tidy the surroundings of the hotel are

Ambience- Modern fittings and installations

Status Symbol- Customers association of status symbol in visiting the hotel

Job Awareness- How much the staff know their job well

Communication skills- of the hotel staff

Service Awareness- How much the staff can think on the feet to deliver better services

Expected Service Delivery- What is the standard service delivery that the customer expects

Accessibility- How much accessible the hotel is in terms of the location

Service charge- Willingness of customers to pay a service tip

Fairness of pricing- How fair the pricing of the services is according to the customer

Positive Experiencewhat the customer feels from the overall service experience

Degree of comfort- comfort level of the customer at every touch point in the hotel

Food Quality

PerVal Model: Variables studied

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Job awareness

Communication skills

Service awareness

Expected service delivery

Professionalism- Functional Value

Fairness of pricing

Service charge

Status symbol

Pricing

Positive experience

Degree of comfort

Food quality

Dining Experience- Emotional Value

Tidiness

Ambience

Accessibility

Physical setting- Experiential value

Factor

Identified

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Results

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Majority of customer experiences and their perceived values can be explained by the fourfactors identified namely- professionalism, dining experience, pricing and physical setting .

Regression between the dependent variable (overall experience) and the four factors(independent variables) suggest that perceived value based on the overall experience can beenhanced by making changes/enhancing the four factors

KMO value of .627 is greater than the suggested .5 for service delivery

The factors which contribute the most to the perceived value of the customer are diningexperience (Beta value of .635 ) and price (Beta Value of .366)

Mezbaan and Hyson have a higher degree of perceived value in comparison to Westway (MeanDescriptives)

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Insights from SPSS Analysis

S i l i f


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SUPPORTPROCESS

CONTACTPERSON

(BackStage)

(OnStage)

CUSTOMER

Hotel Exterior

Parking

Cart for

Bags

Desk

Registration

PapersLobby

Key

Elevators

Hallways

Room

Cart for

Bags

Room

Amenities

Bath

Menu Delivery

Tray

FoodAppearance

Food BillDesk

Lobby

Hotel Exterior

Parking

Arrive

at

Hotel

Give Bags

to

BellpersonCheck in

Go to

Room

ReceiveBags

SleepShower

CallRoom

Service

ReceiveFood

Eat

Check out

and

Leave

Greet and

Take

Bags

ProcessRegistration

DeliverBags

DeliverFood

ProcessCheck Out

Take Bagsto Room

Take

Food

Order

Registration

System

Prepare

Food

PHYSIC

AL

EVIDEN

CE

Line of Interaction

Line of Visibility

Line of Internal Interaction

Registration

System

Service Blueprint for Westway


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THANK YOU

TermV MOS Westway Ppt Final

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