Service Model at Westway Hotel

Submitted By:Group- 7
Anshul Kumar Ashutosh Vikram Arnab Guha Mallik Mahesh Koppad Ankita Singh Jayantwin Katia

Objectives
Objectives of the project
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 loyalty in Westway Determination of factors affecting customer satisfaction and loyalty

Research Questions
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

Westway Hotel: Services

Westway

Food & Beverages: Products

Food & Beverages: Services

Front Office

Housekeeping

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 Issuing Prepreparation

Service

Serving

Preparation

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

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 clock room services Services offered: Buffet lunch/dinner, /breakfast, A La Carte Key concerns: Man management , Quality Control.

Malabar court: The round the clock multi cuisine restaurant for quick bites and hearty eating. Chancery: It is used for conducting business presentation and meetings, product launches, dealer incentive meetings, social meets, etc. which can accommodate up to 250 guests at a time Cabinet: It has a capacity of 25 and is suitable for small board meetings

Senate: It can accommodate 45 people and is ideal for small gatherings and interviews
The Malabar Court- Multi-cuisine Restaurant

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

FRONT OFFICE

Pricing structure
Room type Standard Club Suites Extra bed Average lunch buffet Single 2500 2800 4500 600 300-350 Double 2900 3300 4500

MANAGER

FRONT DESK EXECUTIVES

BELL STAFF

GUEST RELATIONSHIP MANAGER

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 guests 6. Report problems with guest rooms or public areas to the housekeeping or maintenance staff

Housekeeping
Primarily deals with ancillary activities with a workforce of around 30 people Fixed guidelines and strict adherence to that is practiced to ensure 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

Literature Review
Possible Levels of Customer Expectations
Ideal expectation or desires 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 serve me in an adequate manner I expect terrible service from this restaurant but come because of low price

Normative should expectations

Experience-based norms

Acceptable expectations

Minimum tolerable expectations

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

Zones of tolerance:
Ideal level what can be Desired level what should be Predicted level what will be Minimum tolerable what must be.

Lasting Service intensifies Personal needs Temporary service intensifies Perceived service intensifies Self-perceived service role Situational factor Situational factor

Factors influencing customers zone of tolerance

Customers personality and current circumstances Importance of the purchase occasion Characteristics of the product Price

Factors that influence adequate services

Customer satisfaction models

Traditional Macro model of customer satisfaction (Woodruff & Gardial, 1996)
Perceived performance Perceived Disconfirmation Comparison standards Satisfaction feeling Outcomes

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

Quality Performance outcomes Cost based value Quality Consumption value Extended value Value based satisfaction

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)

PERVAL Model: Literature Review

Evolution of the model Philip Kotler proposed four dimensions of customer value: 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

Data Analysis
Data Collection Process Place: Westway Customers (on field) 17 Respondents Questionnaire filled by students of IIM Kozhikode 30 respondents Respondents Demographics Income Gender
<15000 15000-30000 30000-50000 >50000

AGE

6% 0% 4% Female 33% Male 67% 19% <20 25% 52% 63% 31% 20-30 30-40 >40

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Questionnaire

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PerVal Model: Variables studied

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 Experience what 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
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Professionalism- Functional Value

Job awareness Communication skills Service awareness Expected service delivery Factor Identified

Pricing
Fairness of pricing Service charge Status symbol

Dining Experience- Emotional Value

Positive experience Degree of comfort Food quality

Physical setting- Experiential value

Tidiness Ambience Accessibility
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Results

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Insights from SPSS Analysis

Majority of customer experiences and their perceived values can be explained by the four factors 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 be enhanced 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 dining experience (Beta value of .635 ) and price (Beta Value of .366)

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

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Service Blueprint for Westway Blueprint for Overnight Hotel Stay Service
PHYSICAL EVIDENCE

Hotel Exterior Cart for Parking Bags

Desk Registration Papers Lobby Key

Elevators Hallways Room

Cart for Bags

Room Amenities Bath

Menu

Delivery Tray Food Appearance

Food

Bill Desk Lobby Hotel Exterior Parking Check out and Leave

CONTACT PERSON CUSTOMER (Back Stage) (On Stage)

Arrive at Hotel

Give Bags to Bellperson

Check in

Go to Room

Receive Bags

Sleep Shower

Call Room Service

Receive Food

Eat

Line of Interaction
Greet and Take Bags Process Registration Deliver Bags Deliver Food Process Check Out

Line of Visibility
Take Bags to Room Take Food Order

SUPPORT PROCESS

Line of Internal Interaction

Registration System Prepare Food Registration System

THANK YOU