Q1.
To further improve the quality of the service of a car wash business, a proper research techniques must be applied to gain material and important feedbacks from the costumer on the service offered by the business. The first research technique that can be used is the use of questionnaires, surveys and checklist. The advantage of this method is that is can be completely anonymous and confidential. This method is also easy and inexpensive to administer since you just have to ask a costumer to fill up a form or a checklist. Survey and questionnaire method is also straightforward to compute, collate and to analyze. Survey method can also be administered to many people in just a short time while getting a lot of data regarding the topic and subject of the research. A disadvantage of this method is that surveys might not get careful and detailed feedback. The client is also limited by the questions and the structure of the questionnaire thus conforming and modifying his/her answers to the structure of the survey form therefore the method will not get the full and holistic story or suggestion.
Another form of research technique is the interview. The advantages of this method are that it can get the whole range and depth of information, it develops client relationship and it can be flexible with the client who is being interviewed. The disadvantages of the interview meanwhile are that it takes too much time to accomplish; the data gathered tend to be quantitative and therefore difficult to analyze and interpret.
The third method that can be used is the use of the focus groups where it explores the topic in question through a group discussion. This method can be effective since it can quickly get responses from the clients, it can be efficient in getting as much concrete and in depth information in just a short time. The shortcomings of this method is that it can be hard to analyze responses, it is time consuming, a good facilitator is needed and the inherent problem of scheduling 5-6 individuals together.
Another method that can be used by the car wash company is the case study method. This method fully depicts the experience of the client, his, reactions, feelings and suggestions for improvement. It is also advantageous since it totally focuses on an individual costumer and his suggestions in improving the quality of work of the establishment. The weakness of this method is that since it totally studies the reaction and the suggestion of a client it tends to ignore the other thoughts and ideas of the other costumers that may have opposite opinions and views. This method is usually time consuming in collecting data and organizing results.
The last research method that can be employed is simple observation. This is done by observing, monitoring and noting the different loopholes and potentials problems that will be encountered by a future costumer. This method is beneficial since this is a first hand method of assessing the performance of the company. This method is also inexpensive to use and data and other information are easy handled. The disadvantages of this method are that it is vastly subjective and totally depends on the person that applied the method. This method also only takes into account the viewpoint of one person. The point of view of one is generally not the whole point of view of the costumers.
For me, the research method that I will use considering that it is only a car wash company is the survey, questionnaire and checklist method since its advantages outweighs the disadvantages it carry. Surveys are effective in eliciting suggestions and responses from clients while it is inexpensive to produce and to do such method. This method is also the fastest in terms of gathering, analyzing, collating and interpreting data. The data can therefore be understood easily and passed on to the management of the car wash company so that it can use the suggestions and comments of its clients.
Q2.
Both hotels managers stated that their year to date profits exceeded its target and their costumer satisfaction research shows that the costumer satisfaction of both hotels is exceeding its expectation. While these factors are similar in both hotels the customer characteristics between a five star hotel and a local backpacker hostel are poles apart. Both hotels cater to a two vastly opposite customer base. The five star hotel caters to the affluent, wealthy and well-to-do individuals while the local backpacker hostel accommodates night travelers, truckers and drivers who have less money when compared to the clients who enter the five star hotel.
Because the two hotels cater to two different costumer base, these costumers also have a different and unlike service needs and expectations. The affluent costumer would had different sets of needs when compare to the needs of a drive in costumer that would be staying in a backpacker hotel. The first aspect would be the quality of the hotel. The costumer of the five star hotel would want that all bedrooms will have an en suite bathroom with a bath and thermostatically controlled shower, meals cooked and presented to an excellent standard using high quality ingredients, restaurant offering a good range of hot and cold skillfully prepared food, excellent air-conditioning system, exceptional home entertainment system, card keys and locks, expensive and rare wines, clean, comfortable, well appointed and highly decorated rooms and suites with furnishings of excellent quality and the use hot and cold water. The second aspect would be the staff of the hotel. The five star hotel costumers would want impeccably dressed staff that provides attentive and unobtrusive service when they are needed, brilliant and prompt room service and other services needed by the client like a spa center or a gym.
For the regular costumer of the backpacker hotel, he/she simply wants clean and comfortable room with a simple bathroom, unsoiled bed sheets and pillows, comfortable ventilation and lighting, a plain TV and a phone and a free breakfast meal.
FIVE STAR HOTEL BENCHMARKS/STANDARDS
The staff must be attentive, friendly and provide a good level of service
The rooms must be always be well cleaned and spotless
Unlimited supply of hot or cold water
Unlimited supply of toiletries
Free cable and phone
Dust free furniture
Carpeted floors
Prompt serving of food and drinks to guest
On time delivery of food in rooms
Valet parking
Excellent restaurant facilities
Presence of fitness centers
BACKPACKER HOTEL BENCHMARKS/STANDARDS
Clean bed sheets
Unsoiled pillows
Well ventilated rooms
Fresh set of towels and toiletries
TV
Comfortable bed
Door locks
Bathroom and toilet
Regular air conditioning system
To met the expectations of the costumers the two hotels must implement actions to fully met the specific standards or benchmarks.
FIVE STAR HOTEL
The staff of the hotel must undergo training and courses that would enhance their ability to fully interact with the clients. They must be undergo training so that their manners and conducts when facing and answering the clients of the hotel.
To further improve this aspect, a regular cleaning crew must be employed to totally clean and disinfect the rooms or suites to ensure that no dirt or dust will settle in the furniture of a room. The cleaning crew must also diligently replace used bed sheets, pillows and towels that were used by the client. It also the duty of the cleaning crew to provide toiletries for every room and to check that the hot and cold waters always available.
To properly ensure that prompt and delivery of food in rooms and in the restaurant is possible, waiters and hotel staffs must be polite when asking and taking down orders. The kitchen must also be organized to ensure maximum efficiency in making and delivering the food ordered.
BACKPACKER HOTEL
A staff must always ensure that the bed sheets, pillows and the towels that is going to used by the client is clean and dirt free. A regular cleaning schedule for the rooms must also be implemented to guarantee cleanliness and orderliness. The toiletries must always be checked and that the toilet and faucets are properly working. There must be a constant check of the appliances inside the room if they are working or not.
SIMPLE COSTUMER SERVICE SURVEY
The goal of this survey is to assess the services offered by the hotel. It will try measure the costumer satisfaction or dissatisfaction with regards to the different services and amenities offered by the hotel and its staff. All information and data that will be written in this survey form will remain confidential.
Please answer all the questions truthfully. Encircle the letter/letters that best reflect your answers
SA – strongly agree
A – agree
D – disagree
SD – strongly disagree
STAFF:
The staff, concierge, bellboys and bartenders of the hotel are well dressed
SA
A
D
SD
The staff are helpful when asked for questions and instructions
SA
A
D
SD
The staff delivers prompt and punctual service
SA
A
D
SD
The staff are always smiling and accommodating
SA
A
D
SD
The staff can speak understandable English
SA
A
D
SD
SERVICE:
The room service is prompt and punctual
SA
A
D
SD
The food are hot and of excellent quality
SA
A
D
SD
The restaurant has a fast delivery of orders
SA
A
D
SD
There is always clean and fresh pillows, bed sheets and towels
SA
A
D
SD
Toiletries are always present in the bathroom
SA
A
D
SD
Dust free furniture and furnishings
SA
A
D
SD
The TV and other appliances in the room are always functioning
SA
A
D
SD
The hotel offers excellent gym and fitness equipments
SA
A
D
SD
The hotel offers outstanding valet service
SA
A
D
SD
The hotel restaurant service is first rate offering good wine and drinks
SA
A
D
SD
Credit:ivythesis.typepad.com
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