Ritz Carlton - Business Development

1. Introduction

Ritz-Carlton, an excellent hotel in the hospitality industry which is “the only service company to have twice earned the prestigious Malcolm Baldrige National Quality Award.” (ENP Newswire. 2014)

This report will focus on how the Ritz-Carlton obtain the customer satisfaction, and review the approaches towards customer service and care.

2. Methodology

The methodology includes books; write by the professor to explain the approaches, Journal was also explained the approaches, and the website about how the Ritz-Carlton do to make the company success.

3. Background

The first theory is three level of product; it suggested that “if a company will view a product on three levels it will help that extract all the benefits that the product offers”. (Learn marketing, 2015) The second theory is SERVQUAL theory. This theory is “measure the different between consumer’s expectations and perceptions of service quality” (Hudson, 2009). The third theory is six criteria of good service quality. It can be viewed as “guidelines based on a solid body of empirical and conceptual research.” (Christian, 1988) The last theory is gaps model. This theory “highlights the main requirements for delivering a high level of service quality by identifying five ‘gaps' that can lead to unsuccessful delivery of service.”(Boundless. 2015)

4. Rationale

The first theory that will help the company identify the company product, thus design the service that provide the customer. The second theory will help the company understand the customer satisfaction, thereby the company will understand which aspect they can improvement. The third theory is use to staff training and development. Also the last theory is use to service improvement.

5. Three level of product

The core product of Ritz-Carlton is unique; all types of room are located in 102 floors, “enjoying stunning city or Victoria Harbour.” Have “Edenic experiment” in OZONE. (The Ritz-Carlton, 2015)

The actual product is physical product, like the hotel has Exclusive Asprey bath amenities, Indoor infinity swimming pool and Jacuzzi. (The Ritz-Carlton, 2015)

The augmented product includes The Ritz-Carlton Spa by ESPA award “The Forbes Travel Guide Five-Star Award “by Forbes Travel Guide, U.S. Ozone award “The 14 Best Rooftop Bars in the World” by UK Tatler. Tin Lung Heen and Tosca are also awarded Michelin two stars and one star. (The Ritz-Carlton, 2015)

6. SERVQUAL

The tangible of Ritz-Carlton, UK Essays (2015) mention that when describing comforting products, the guests most often remarked the room design which include comfortable bed and pillow, room cleanliness, convenient amenities, as well the good food and noise control.

The reliability includes “employees operate tasks that have been promised to guests and resolve problems faced by guests.” and “telephone has been picked up within five rings.” (UK Essays, 2015)

About the responsiveness, the employees will provide different rates to guests, reservation cards being ready to sign upon arrival, and offered alternative accommodation at a sister hotel.（UK Essays ,2015)

Assurance of Ritz-Carlton includes“needing