HOSPITALITY INDUSTRY PROJECT

NAME: MATRICULATION NO: - HOSPITALITY INDUSTRY PROJECT CODE- TSM09014

S. No.

TOPIC

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EXECUTIVE SUMMARY 1 1.1. 1.2. 1.3. 1.4. 2.0 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. INTRODUCTION BACKGROUND INFORMATION TOPIC CHOICE AND JUSTIFICATION AIMS OBJECTIVE SECONDARY RESEARCH 4 4 4 5 5 5 6 6 6 7 7 7-8 8

CUSTOMER FEEDBACK SYSTEM AUDEITING OF CUSTOMER FEEDBACK SYSTEM CUSTOMER COMPLAINT PERFORMANCE MESUREMENT WAY FOR POSITIVE FEEDBACK IMPLEMENTATION OF FEEDBACK PRIMARY RESEARCH PESTEL ANALYSIS SWOT ANALYSIS CONCLUSIONS & RECOMMENDATIONS REFERENCE APPENDIX

3.0 3.1. 3.2. 4.0

8-9 9 10 10 11 12

LIST OF APPENDICES: QUESTIONNAIRE

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PESTLE ANALYSIS OF HOLIDAY INN GOA SWOT ANALYSIS OF HOLIDAY INN GOA SELF EVALUATION GANTT CHART

Executive summary According to Sampson.E.S(1998) explains that customer feedback system is way in which organization collect opinion from the guest in order to improve on their product quality , service etc and whether they are meeting the needs of the customer or not. The whole report mainly talks about customer feedback system and how they are
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collected. The reports also talks about some of the feedback forms which are generally followed by hotels .The report also throws some light on the auditing process of customer feedback system and what factors should be considered while auditing. Customer satisfaction plays a important role in positive customer feedback system. The report also gives a clear picture of customer oriented business and in the business where the organization needs to focus for a positive response from the customer. The report also throws light on service provider and the strategy they follow while delivering the service. The report also talks about how organization can improve their customer feedback system in order to get correct information. A Gantt chart has been discussed to show personal growth. The report ends with how customer feedback system should be maintain in order to improve in future. 1.0 INTRODUCTION The report will throw light on the customer feedback system of Intercontinental hotel Goa which is mainly a resort .The report contain property back ground and the customer feedback system which is followed by the hotel and the feedback is used and collected. A primary research is done by the means of telephonic interview .Secondary research is done with the help of books and journals of different authors. 1.1 HOTEL BACKGROUND InterContinental the Lalit Goa Resort is located along the western coast of India. It is one of the luxurious five star resorts in India built in 85 acres, surrounded by Talpone River to its left and Sahyadari range to its right. The hotel is located at Rajbaga, Canacona.It is one of the exquisite and beautiful resort. The hotel offers 225 accommodation options which provide real experience of goa accommodation, with six dinning outlets. The Portuguese style architectures which blended with goan style give a charming baroque. The hotel is located 63 kilometres from the airport and 45 minutes drive from the railway station. The hotel is very famous for its lobby.

1.2 Justification of topic The topic is much appropriated because if the customer feedback system is not present in hotel then the hotel will not able to find out what are the needs of a customer and they wont be able to achieve the service goal. For better growth of a hotel feedback is always required without feedback
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system mangers wont be able to measure their staff performance and guest expectation.

1.3 Aim of topic: To conduct a research on customer feedback system of InterContinental the Lalit Goa Resort which will give a clear picture, how management uses the feedback system and how they analyze, and use the end result in their future improvement.

1.4 Objective of Topic: The main objective is to gather correct and relevant information which can be related to customer feedback system. To conduct a research on customer feedback system of hotel and how they use the datas in order to improve. To compare the strategies and external and internal factors which is consider to very important in customer feedback system. To analyze how successfully the organization is using the customer feedback system.

2.0 SECONDRY RESEARCH 2.1 CUSTOMER FEEDBACK SYSTEM According to Sampson.E.S (1998) explains that of customer feedback system is directly linked to the product quality. Customer feedback system is a common way to gather opinion from the customer. There are many forms present in customer feedback system; it can be a comment card complaint card etc. In every form the
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feedback which has been collected from the customer is either unsolicited or it can be passively solicited. In the passive solicitation the customer complaint is considered in general rather focusing on a single customer. A company always needs to find out what kind of feedback they really want to collect like about the product or on the service quality, what really customer wants from them. There are many ways to find out datas which can be used in real time. The employees are the best person to collect datas because they are the only person who directly interact with the customer, they should ask their customer about the product, about the quality etc, and submit a feedback to their departmental head. One of important way to find out customer feedback by talking to the customer, many organization are providing with the facility of toll free numbers to collect feedback from the customer. Some hotels are also practicing documentation and keeping the records for services which guest like to use very frequently from them. For better collection of customer feedback some hotels also keep focus on groups who are using their product On the other hand 2.2 ADUITEING OF CUSTOMER FEEDBACK SYSTEM Anon (2009) says that customer feedback system is a process which really needs to be audited as a process rather than as a clause to maintain the standard. During auditing the process many factors are taken in consideration like the size of the organization, what is the degree of sophistication of the guest and the product, what kind of risk are associated with the product. At the first stage the auditor needs to understand all the characteristics of their product and the impact which are present in customer mind about the product. After understanding all the factors the auditor analyzes the feedback which has been collected by telephones, comment card etc. In many cases complains are the only feedback which are received from the customer as a gift, but they should be taken in consideration in any trends.

2.3 CUSTOMER COMPLAINT OR GIFT Heung.C.S.V and Lam.T (2003) argues that customer satisfaction has always been a matter of concern by the hotels and mangers. Customer satisfaction has an important role because the main revenue is generated by the customer only, but if the customer does not give their opinion in form of feedback then it will be very difficult to realize the degree of satisfaction which they received; it also creates barriers to the auditor while collecting the datas. Customer feedback has always been treated seriously because it always shows where to improve. There are many motives of complain but complain mainly seeks for action on a wrong behaviour,
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always ask for explanation on a action or rather asks for apology on a misconduct but not really it seeks for compensation. On the other hand Barlow.J and Meller.C (1996) explains that in any business which is customer oriented like hotel, retail etc customer care should be the central focus point, because through customer feedback system any organization can find out whether their customer are really satisfied or not, if they are not the why, where the problem lies, what are the main reason for the failure of their whole effort. A feedback can be positive or negative if the feedback is negative then the organization should admit that their customers are getting nothing while they are paying something. 2.4 PERFORMANCE MEASUREMENT To measure the performance every organization adopts a system. In maximum cases customer feedback system are followed in which views of customer are taken in consideration. Kurtz.L.D (2008) explains that at the final stage of any work performance needs to be measured it can be only done if a proper feedback system is maintain. At the end stage customer measures the performance of the supplier by giving a feedback which mainly include the quality of the product, style of delivering the service and price which is one of the important factor for over all response to the customer needs. 2.5 WAY FOR POSITVE FEEDBACK Nilsson. A. (2006) explains that customers are the key to success of any business. Every organization needs to create a value of their product in the minds of customer. For positive feedback, organization needs to understand priorities of the customer, their requirement, their expectation from the product as well as from there service. Not only has that service provider needed to understand the knowledge and the capability of the customer who uses the service. To create a customer centric service culture it is very important to make a service strategy within the organization which is equally line with customer value, priorities and their needs. The organization and the employees needs to stay focused on their customer by maintaining the market segmentation. Organization and employees both needs to apply multi method approach. In many cases it is simple when customer know that what they want ,but in some cases customer fails to explains what they want so it creates a confusion in the mind of the person who had deliver the service. Organization needs to mointer and understand the new market trends because computer and internet had complicated the picture by opening new doors to customer needs, so organization needs to update their customer feedback system because customers are developing new needs with the new trends.

2.6 IMPLEMENTATION OF FEEDBACK

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Zairi.M. (1994) explains that in implementation of customer feedback system some important criteria needs to kept in mind .It is not enough to designing a feedback system which only reflects customer opinion, but not their attitudes. Right things should be measured at correct time and correct place. Total positive customer feedback should be the ultimate goal. In customer feedback system its very important that in an organization everyone should follow TQM (total quality management). Customer feedback system needs to regularly audit for various reasons like for the quality of the product, time taken to deliver the service, procedure etc. Customer feedback system should be maintained in a proper way so it gives the clear image for the performance. The system should not be rigid but more flexible and simple. In decision making process the feedbacks are analysed and taken in consideration which ultimately helps to make correct decision. Organization needs to follow correct feedback system to give right information to right person at right time. Customer feedback system needs to give clear image of opinion of customer in order to achieve improvement in future. 3.O PRIMARY RESEARCH Customer feedback plays a very important role in intercontinental hotel Goa. It a process by which opinion from guest is collected who are using the product of hotel and the services. By customer feedback system Intercontinental hotel staffs and mangers are able to find out the requirements and needs of the guest, with the help of customer feedback system mangers measure their staffs performance that they are meeting the service goal or not. There are many ways by which datas can be collected but the most effective way used by Intercontinental is talking face to face with the customer .They often ask their guest about the food , rooms whether they have any problem while staying with them and the overall experience they had during the stay. Intercontinental hotel also provide with the comment card which mainly contain some question which guest needs to answer. The comment card approach is not very expensive but it is very effective. Comment card obtain feedback when the service is rendered or when the guest is checking out. Some of the expensive approaches are also used by the hotel like user management system. As far as the feedback is concerned the staff always gets in positive but in some cases when the feedback is negative ,the complaint is treated very seriously and staffs and mangers both tries to find out where the mistake lies. Customer feedback system has many advantage, it helps to out what the thinks about the property and the service quality which is provided by the hotel. By applying the customer feedback system service goal can be achieved. Guest expectations are measured by customer feedback system, the hotels also measure its performance that, they are able to meet guest expectation or not. If not then how to improve, how to meet guests needs. To reduce the guest complaints the hotel staffs tries to give their 100 percent and satisfies their guest. The feedback system followed by the hotel is very
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systematic. They had design their process in five stage , at the first they understand the customer and their needs , in second they set up service standard , in third they motivate their staff to give 100 percent ,in forth feedback is taken and in the final stage feedback is analyzed and proactive actions are taken if necessary for improvement. Internet plays a very important role in the hotel feedback system because it helps in tracking customer needs and expectation where as customization surveys can be conducted very cost effectively. 3.1 PESTLE analysis the hotel As the PESTLE analysis has been discussed, it gave a clear picture of political, economical, social, technological and legal impact on Intercontinental hotel Goa. Small change in law can cause huge investment for hotels. Government imposing high tax on five star hotels in crunch time. As the paying power of a common had increased which hotel to come up with some new property. The sound financial system of hotel helped Indian economy in minimum drop as compare to the world. Change in social trends give rise to new demands. Intercontinental hotel always tries to upgrade its technologies with the time. The works under states government legal laws and rules which help the hotel in future progress. The wifi had been installed in Intercontinental hotels helps to provide internet in every room instead to provide internet connection personally in a room ultimately this helps to reduce in guest complaints. Technology helps to reduce cost, it also helps to improve the quality of a product which ultimately leads to innovation. Increase in taxes on airfare had decreased the tourists from their travelling. InterContinental hotels are applying new methods to be more eco friendly by using product which can be recycle without harming the environment. Intercontinental is very much concerned about their staffs safety as well as for their guest. Hotel provides with clean and hygiene atmosphere to their guest. Hotel has special rooms for physical challenged people.

3.2 SWOT analysis of the hotel As a SWOT analysis also has been discussed the hotel has international golf course which to generate revenue, intercontinental has the biggest lobby in goa, and the hotel is situated close to airport. The need to upgrade its property management system, the main problem in the hotel is electricity .State government is focusing on some new plans which can be beneficial to hotel industry. Intercontinental hotel has to pay high taxes for imported supplies. 4.0 Conclusion and Recommendation

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In the report customer feedback system had been discussed in brief. The report gives a clear picture of how the feedback is collected, how it is taken in consideration. What are the approaches are used to collect the datas. The report gives the brief idea how the feedback is analyzed. According to the primary research many factors had been highlighted like the organization needs to follow new approaches for the customer feedback system because new technologies are coming up which mainly giving birth to new demands. Intercontinental hotel needs to create a central focus service culture in hotel atmosphere, hotel needs to concentrate more on there individual complaints rather then considering in general because each and every guest is important to the hotel .Hotel needs to divide their customer according to their needs and demands, all guest are different from each other and their demands and needs. The feedback datas should be collected in performance indicators and metric which is turned into actionable information for website improvement. This feedback can be only accessible to owners so the brand name will not suffer. The management system should be design in such a way so it tracks feedback from customer. Intercontinental hotel needs to understand the value of customers who are visiting in large groups. Hotel need to divide the guest into two parts internal and external; the internal guest can be very valuable so extra care should be given in order to satisfy them. Hotel should have both customer and employees feedback system.

REFERENCES: Anonymous (2009),Auditing customer feedback processes,

http://isotc.iso.org/livelink/livelink/fetch/-8835176/8835194/3541460/APGCustomerFeedback.doc.pdf?nodeid=3554675&vernum=-2 6th may 2010.

Barlow.J and Meller.C(1996) A complaint is a gift: using customer feedback as a strategic

tool, San Francisco., Berrett-Koehler Publishers http://books.google.co.in/books? id=OnZLxKfFewEC&pg=PR6&dq=A+Complaint+is+a+gift+amy+wilner.&cd=1#v =onepage&q=A%20Complaint%20is%20a%20gift%20amy%20wilner.&f=false

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Heung.C.S.V and Lam.T (2003), International journal of contemporary hospitality management: , Vol. No. 15/5, pp-283-289, Emerald group publishing Ltd. Kurtz.L.D(2008) Contemporary Marketing,USA., Cengage Learning
http://books.google.co.in/books? id=GqCVnz0mpdUC&printsec=frontcover&source=gbs_v2_summary_r&cad=0#v= onepage&q&f=false Nilsson .A(2006) Advances in information systems development: bridging the gap between academia and industry ,USA., Springer http://books.google.co.in/books? id=l5yUUq3_AzAC&pg=PA27&dq=customerfeed+back+system&lr=&cd=14#v=o nepage&q&f=false

Sampson .E.S(1998) gathering customer feedback via the internet: instruments and prospects, Vol.98/2 pp-71-82, Zairi.M(1994) Measuring Performance for business result, London .,chapman &hall
http://books.google.co.in/books? id=5XL4IuJOILIC&pg=PA133&dq=customerfeed+back+system&lr=&cd=11#v=on epage&q&f=false

APPENDICES: TEN QUESTIONS: To, Rajesh tiwari, 1 Can you kindly through some light on customer feedback system?
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Customer feedback system is a process in which we collect opinion from our guest who uses the service and our product. It is one of the important part of TQM (total quality management) which helps us to see and find out what are the requirements of our guest and we are able to meet their needs or not. 2 How do you collect the datas? There are many ways in which we collect .We talk to guest directly and know their views. We also provide with comment card. 3 What kind of feedback do you get normally? Most often we get positive feedback but sometimes we also get negative, we try to find out where the problem lies and try to improve more and more to meet the expectation of the guest. 4 What are the advantage of customer feedback system and what cost percent do you need pay? It helps us to find whether we are on right track or not. We are able to meet guest expectation or not. It also helps to find out that are guest are happy or not from the service. Some approaches which we use are expensive and some are not. Like comment is not an expensive approach but user management system is expensive. 5 How do you take care of your customer service and satisfaction? We have trained our staff in such a way that they give their 100 percent while delivering the service. 6 Is your customer feedback system is systemic? We have design our feedback system in five stage .in first stage we understand the customer and their needs. In second stage we setup service standard in third we built our staff and motivate them in fourth stage we collect datas and at the last we analyze and ask our staff for explanation.

7 how do you deliver your service to get positive feedback? We deliver our service by understanding customer needs, their expectation from us, and their perception from product quality. 8 What role does internet plays in your customer feedback system? First of all it helps the hotel to keep themselves update with the new trends. It also helps to collect datas and in tracking customer expectation customized surveys can be done very cost effectively.
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9 What is extraordinary about your organization comment card? The comment card we use have question which obtain information in all five dimensions e.g. empathy, assurance, tangible reliability and responsiveness. 10 Do you react on individual negative feedback? Yes we do when the problem is big in normal cases we do not hold our employees accountable for why they have not meet the service goal. We rather practice in general. Regard. Gautam paswan Room division captain Mob- no. 91+ 9860040997

Raj Baga, Canacona Goa - 403702, India

PESTLE analysis of the organization Political Hotel can only sustain if the backbone gives the full support .The back bone of a hotel is government without its support it cannot stand. Government charges high amount of tax on hotel which fall under five star and luxury category ultimately its form huge impact by political change. Small changes in law cause huge investment for the hotels. The hotel industry is growing day by day but the support from the state government is very low. Intercontinental hotels are suffering from economic crunch but the government still wants the same tax from them. The terror attack on Mumbai had seriously damage the marketing of Intercontinental hotels. Marketing can be
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only done in stable condition but the political environment had changed due to tension.

Economic Economic mainly include interest rate, tax charged ,economic growth ,inflation and change in rates .India is a dream place for foreign tourists .Tourists come in India for many purpose but main aim is to get good service .In recent past years guest are willing to pay for the service as more the guest pay more the hotel will prosper. Ultimately the guest paying power had increased and the need for good and luxurious hotels become massive .The disposable income had increased which gave a path for common man to visit a five star hotel and have dinner or lunch. But the Indian economy had faced a minimum drop as compare to the whole world because of the control and sound financial system in hotel .By this hotel got relief and they have to only concentrate on foreign tourist. As inflation can insists workers for demand to raise their cost percentage of work.

Social As change in social trends can have a huge impact on demand for a particular product. In some cases the number guest visiting to a Intercontinental hotels from company are more than FIT guest .That why hotels have more twin rooms then double bed rooms . Guests who are coming for conference to the hotel become more revenue generator in slack period time. The population also plays an important role because the increase in population helps increase in demand for any product.AS there are various classes of guest the Intercontinental hotels are striveing for the FIT and group checking to balance the demographic ratio. Technological Technology plays a very important role in hotel industry.Intercontinental hotels had some old technologies but it has been updated from time to time because technology always helped to reduce the manpower energy required by the people. Technology always been a boon to mankind the upgrades of the technology helps to show the progress and advancement of the property. The wifi had been installed in Intercontinental hotels helps to provide internet in every room instead to provide internet connection personally in a room ultimately this helps to reduce in guest complaints thus many guest are happy and satisfied with a clear picture in their mind that they get what they pay for. Technology helps to reduce cost , it also helps to improve the quality of a product which ultimately leads to innovation.

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Environmental Change in climate also creates barriers in travelling. The main reason for climate change is global warming .The growing awareness for environment is a significant issue for hotels. Increase in taxes on airfare had decreased the tourists from their travelling. InterContinental hotels are applying new methods to be more eco friendly by using product which can be recycle without harming the environment. The period from June to September is very important because heavy rainfall occurs. Intercontinental hotels follow a policy and they try to inform maximum of their guest with situation so they wont face any problem when they go out .In this period the sale of the hotel also suffers. Natural factors like earthquake etc, directly affect the sales of the hotel.

LEGAL Hotels have to operate keeping in mind all the legal environment factors and law. Change in law can alter the hotels operating cost .The law include safety, consumer laws, employment laws etc. Intercontinental is very much concerned about there staffs safety as well as for their guest. Hotel provides with clean and hygiene atmosphere to their guest. Hotel has special rooms for physical challenged people.

Swot analysis

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Strengths
International golf course present in hotel. Close to airport and railway station Owns private yacht Hotel has biggest lobby in Goa Gives certificate to employees for honesty.

Weaknesses
Situated at the border of Goa. Electricity problem Rack rates + internet rates Property management system needs to upgrade.

Opportunities Up coming government plans for hotels. New properties coming up from same chain. Hiring celebrity chefs and throwing celebrity special dinner. Hiring and training new employees

Threats High taxes on supplies which has been imported. High turn over ratio for employees. Terrorist attack. Beach side sacks eat up hotel restaurants business.

Self evaluation report

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The secondary research which went very well, all the books and journals were available which helped me while writing the project. Problems that arose? There were many problems during the primary research, it took almost one week to fix the appointment for the telephonic interview. The question which was put forward by were not answered properly at first then I had to sent a mail and asked for the answer. What I would do differently next time? Next time I will try to apply some new approach for the primary research like conducting an interview face to face which will help me to save time. What I have learnt through doing the work? I have learnt many things like how customer feedback system works, how to make it more effective.

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