This chapter presents the background of the study, statement of the problem, purpose of the Study, objectives of the study, research questions, scope of the study and the significant of the study.
Background of the study
Customer care was defined by Kotler (1998) as a service that one can offer to another which is essentially intangible and does not result in the ownership of anything but brings about customer delight and satisfaction. In other words, customer care is a service that seeks to acquire new customers, provide superior customer satisfaction and build customer loyalty. As times change so do customers care aspects. The hospitality industry is one that is constantly undergoing change and because of this, the customer care service programme must be kept constantly updated as well.
Customer care services in organization include reliable services, security, parking space, front desk services, attractiveness, speed in service delivery, after sales services, customer attention and sensitivity to their needs, honesty, and good attitude towards customers. Customer care services are focused on making the customer comfortable, creating memorable interaction in the minds of the customers and making them feel better, satisfied than they were before the transaction and stimulate customer retention. The motive of any business is to create and serve their customers, but the biggest challenge is how to satisfy them for the life time of a business.Businesses should always look for ways to serve their customers more than they expect. In doing so, it helps them to know you care and it will leave them with the feel “Feel Good Factor”.
Customer care plays an important role in an organization’s ability to generate income and revenue therefore customer care should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization.Customer care includes putting systems in place to maximize customers’ satisfaction with the business. It should be a prime consideration for every business because sales and profits depend on keeping
customer happy. Customer care is more directly important in some roles than others, for receptionist, sales staff and other employees in customer facing roles, customer care should be a core element of their job description and training a core criterion when you are recruiting.
A huge range of factors can contribute to customer satisfaction but customers, consumers
and other business are likely to take into account the following :
➢ How well your service matches to customer needs
➢ How well you keep your customers informed
➢ The professionalism, friendliness and expertise of your employees
➢ The after sales service you provide.
For customer satisfaction, it is necessary to establish and maintain certain important characteristics like quality, fair prices, good customer handling skills, efficient delivery and serious consideration of customer complaints.
The best way to find whether customers are satisfied is to ask them. What you ask the customers is important and how when and how often you ask these questions is also important. However, the most important thing about conducting a customer satisfaction survey is what you do with their answers.
Purpose of the study
The study is aimed at establishing the relationship between customer care and customer .Satisfaction in the hotel industry.
Objectives of the study
(I) To examine customer care strategies used by Oberoi Group. (II) To establish the customer care service level at Oberoi Group. (III) To examine the relationship between customer care services and customer satisfaction
(I) what are the customer care strategies used by Oberoi Group? (II) What is the level of customer care level at Oberoi Group? (III) What is the relationship between customer care services and customer satisfaction?
Facts about customer care
▪ It costs 6 times to attract customers than it does to keep an old one. ▪ A typically dissatisfied customer will tell between 8-9 people about his problem with the Organization.
▪ Seven out of ten complaining customers will do business with you again if you resolve the Complaint in their favor.
▪ If the complaint is resolved on spot, 95% will do businesses with you again. ▪ Of the customers quite, 68% do so because of an attitude of indifference by the company or the specific individual.
Benefits of customer care
Hasket Otal (1994) says that growth and profits are stimulated primarily by customer satisfaction which has a large bearing on customer loyalty. Customer loyalty is a direct result of customer satisfaction that is largely influenced by the value of customer care provided along or with product or service to the customer.
A satisfied customer is one whose expectations have been met and with such a customer organizations tend to benefit in the following ways:
Positive word of mouth:
Customers are more likely to recommend a high service to their friends, relatives and colleagues. The business will thus thrive on credible and positive image.
Creates a competitive edge:
Excellent customer care offers a much greater competitive edge than competitors largely because positive service differentiation entails
improving all the people aspect of business like training, and motivation which are all difficult to copy and achieve.
A pleasant and conducive atmosphere emanating from good customer care will not only result into improved moral commitments but also improved customer satisfaction hence fewer complaints. Good customer care would reduce labour turn over, Cardiac symptoms and absenteeism.
Benefits of giving staff customer care focus
Organizations rely on human resources to perform and thus be able to compete with others. Where human resource is poor, the performance of the organization may also be poor. To take care of customers, organizations must take care of those (staff) that take care of customers and this can be achieved by giving staff customer focused training. Further studies have shown that behavior of a worker in an organization is very important Organizations need to get persons who know their attitudes, behavior and experience over a period of time. The person can conduct a job analysis of the organization which can enable him to isolate bad attitudes, behaviors and experiences and promote good ones that are customer focused. Some attributes tend to be repetitive through a person’s life.
Attending to customer complaints
Customer complaints naturally reflect customer dissatisfaction and service deficiencies. Encouraging customer complaints is of strategic importance and should be handled with great 13 attention and care. A research of customer complaining behavior done in the India had the following results :
✓ An unhappy customer will tell 9-10 people about his problem with you. ✓ An unhappy customer who is listened to is twice likely to do business with you again than one who is ignored.
✓ Out of the customers who complain, 70% will do business with you again if the complaint is resolved in their favor.
The organization should create and open avenues for customer complaints. Some
of the usual avenues for customer surveys include putting in place suggestion box and telephone help lines.
Ways of handling customers:
➢ Refund : This means that incase the customer is right about the complaint, as a company caring about its customers, you should either explain the claim or refund the money in case of a financial problem.
➢ Take staff disciplinary action: Take the necessary staff action in case you identify the poor service delivery performance.
➢ Looking smart and efficient: Employees should always try as much as possible to explain problems and solve them amicably without much time being spent.
➢ Apologize: In case you find out that it’s the corporation’s mistake, it will be necessary to apologize and make amendments where possible.
➢ Equal treatment of complainers : As people interested in providing sound customer care, it is important to handle them with care and solve all their problems as regards your product or service.
➢ Replace/ make corrections by either part or whole of the product or service by providing a better solution that will create a good image. Remembering that it is easy to get customers but very difficult to retain them and more difficult to get them back. In any working environment that involves human interactions, complaints are bound to feature on a regular basis since they are part of business; one has to address them in more rational and realistic manner.
The Dharma Concept of OBEROIs that helped them to to taste success and retain it.
Fundamental Code of Conduct
The Oberoi Organization are committed to display through their Behavior and actions, the following conduct which applies to all aspects of Their Business:
ConDuCt which is of the highest ethical standards–intellectual, financial and Moral and reflects the highest levels of courtesy and consideration to others.
ConDuCt which builds and maintains team work, with mutual trust as the basis Of all working relationship.
ConDuCt which puts the customer first, the Company second and the self last.
ConDuCt which exemplifies care for the customer through anticipation of need, Attention to detail, excellence, aesthetics and style and respect for privacy along With warmth and concern.
ConDuCt which demonstrates two-way communication accepting constructive debate and dissent whilst acting fearlessly with conviction.
ConDuCt which demonstrates that people are our key asset, through respect for Every employee, and leading from the front regarding performance achievements As well as individual development.
ConDuCt which at all times safeguards the safety, security, health and environment Of customers, employees and the assets of the Company.
ConDuCt which eschews the short-term quick-fix for the long-term establishment Of healthy precedent.
The Oberoi Group of Hotels [pic]
← Type Hotels
← Industry Hospitality
← Founded 1934
← Founder(s) Late Rai Bahadur Mohan Singh Oberoi ← Headquarters Delhi, India
← Key people The Oberoi Family
← Products Hotels
← Parent East India Hotels
THE OBEROI GROUP
▪ The Oberoi Group, founded in 1934, operates 28 hotels and three cruisers in five countrie sunder the luxury ‘Oberoi’ and five-star ‘Trident’ brands.
▪ The Group is also engaged in flight catering, airport restaurants, travel and their services, car rentals, project management and corporate air charters.
▪ Oberoi Hotels & Resorts is synonymous the world over with providing the right blend of service, luxury and quiet efficiency.
▪ Internationally acclaimed for all-round excellence and unparalleled levels of service, Oberoi hotels and resorts have received innumerable awards and accolades.
▪ Trident hotels are five-star hotels that have established a reputation for excellence and are acknowledged for offering quality and value. At present there are nine Trident hotels in India. These are located in Mumbai at Bandra Kurla and Nariman Point, Gurgaon (Delhi National Capital Region), Chennai, Bhubaneshwar, Cochin, Agra, Jaipur and Udaipur. The Oberoi Group also operates Trident hotel in the Saudi Arabian city of Jeddah.
▪ The group specializes in occupying strategic, inner city locations and serving primarily corporate clients.
▪ The group has a high instance of repeat business across all its brands,
particularly the Oberoi Hotels properties, which account for 68% of total revenue across the group.
▪ The Oberoi Hotels, NEW DELHI, is dependent on annually contracted clients from the travel trade, automotive and IT sectors with guaranteed room nights per year. This area of business accounts for 70% of the property’s revenue.
Inauguration Of new Oberoi chains: (India & Abroad)
▪ The Oberoi Rajvilas, Jaipur.
▪ The Oberoi Amarvilas, Agra
▪ Wildflower Hall, Shimla in the Himalayas.
▪ The Oberoi Vanyavilas, Ranthambhore.
▪ The Oberoi Cecil, Shimla
▪ The Oberoi Udaivilas, Udaipur.
▪ The Oberoi, Lombok in Indonesia,
▪ The Oberoi, Mauritius.
▪ The Oberoi, Sahl Hasheesh in Egypt.
▪ The Oberoi Zahra, Luxury Nile Cruiser.
The hotel has hosted a long list of notable guests including The Beatles, Jacqueline Kennedy Onassis, Bill Clinton, Jacques Chirac, The King & Queen of Norway, The Duke & Duchess of Kent, The Duke of Edinburgh, The Prince of the wale, Roger Moore, Joan Collins, Mick Jagger, Deep Purple, Michael Palin, Hillary Clinton, Michelle & Barack Obama as well as professional cricket teams on tour.
Strategies Used that built Customer Satisfaction
➢ Refund: Incase the customers were right about a complaint, as a company caring about its customers, Oberoi group either explained the claim or refunded the money in case of a financial problem.
➢ Took staff disciplinary actions: Took the necessary staff action in
case of the poor service delivery performance.
➢ Smart and efficient: Employees always tried as much as possible to explain problems and solve them amicably without much time being spent.
➢ Apologize: In case the hotel found out that it’s the corporate mistake, it apologized and made amendments where ever there was a possibility.
➢ Equal treatment of complainers: As people interested in providing sound customer care, the group handled them with care and solved all their problems as regards to product or service.
➢ Replaced/ made corrections by either part or whole of the product or service by providing a better solution that will create a good image. Remembering that it is easy to get customers but very difficult to retain them and more difficult to get them back. In any working environment that involves human interactions, complaints are bound to feature on a regular basis since they are part of business; one has to address them in more rational and realistic manner.
Arrangements at larger scale to provide the customer their best: a) The Oberoi Hotels is a boutique 5*+ hotel comprising 127 luxury guest rooms and specializing in servicing business and corporate clients.
b) It serves the business community, and visiting business traveller, in the Capital of India, NEWDELHI.
c) Their key clients are contracted corporate clients originating from both international and domestic markets from within the travel trade, automotive and IT segments.
d) The strategic location of the property is key to its success in these areas due to the proximity of the Exhibition Halls, (Pragati Maidan), WORLD HABITAT CENTRE, LODHI COLONY, INDIA GATE, proximity to Noida, Faridabad and Gurgaon.
e) Key to their business success is the level of customer loyalty and repeat business they receive on an annual basis.
f) They offer their guests the most up-to-date technical business facilities, both inside the rooms and within the hotel’s conference facilities.
g) Their guests feel that they can conduct their business from within a less austere atmosphere than can be experienced in their competitive properties, where there is less personal recognition. They appreciate being called by name when they arrive, and having staff remember their specific requirements, time and again. This is key in developing the relationship beyond an initial stay and evidences their added value in relation to competitive properties in the vicinity
Some Customer Feedbacks on Oberoi Hotels:
Awards and Accolades won for their delighted services Worldwide:
|Award |Awarded By | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards 2013 | |(Ranked 51st) | | |Top 10 Resorts in Asia |Travel + Leisure, World’s Best Awards 2013 | |(Ranked 9th) | | |Certificate of Excellence |TripAdvisor, 2013 | |Top 25 Hotels in India |TripAdvisor, Travellers’ Choice Awards 2013 | |(Ranked 11th) |
| |Top 25 Luxury Hotels in India |TripAdvisor, Travellers’ Choice Awards 2013 | |(Ranked 14th) | | |Top 25 Hotels for Service in India |TripAdvisor, Travellers’ Choice Awards 2013 | |(Ranked 25th) | | |Top 15 Resorts in Asia |Condé Nast Traveler, USA, Readers’ Choice Awards 2012 | |(Ranked 3rd) | | |Top 15 Resorts in Asia |Travel + Leisure, World’s Best Awards, Readers’ Survey 2012 | |(Ranked 7th) | | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards, Readers’ Survey 2012 | |(Ranked 47th) | | |Top Resorts in Asia for Service |Travel + Leisure, World’s Best Service Awards, Readers’ Survey 2012 | |(Ranked 5th) | | |Best Leisure Hotels in Asia & the Indian Subcontinent |Condé Nast Traveller, UK, Readers’ Travel Awards 2011 | |(Ranked 2nd) | | |Top 15 Resorts in Asia |Travel + Leisure, World’s Best Awards, Readers’ Survey 2011 | |(Ranked 4th) | | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards, Readers’ Survey 2011 | |(Ranked 14th) | | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards,
Readers’ Survey 2010 | |(Ranked 5th) | | |Top 15 Resorts in Asia |Travel + Leisure, World’s Best Awards, Readers’ Survey 2010 | |(Ranked 2nd) | | |Top 100 Hotels in the World |Condé Nast Traveler, USA, Readers’ Choice Awards 2010 | |(Ranked 25th) | | |Top 100 Hotels in Asia |Condé Nast Traveler, USA, Readers’ Choice Awards 2010 | |(Ranked 7th) | | |Top Hotels in the World for Service |Travel + Leisure, World’s Best Service Awards, Readers’ Survey 2009 | |(Ranked 6th) | | |Top Hotels in Asia for Service |Travel + Leisure, World’s Best Service Awards, Readers’ Survey 2009 | |(Ranked 3rd) | | |Top 100 Hotels in Asia |Condé Nast Traveler, USA, Readers’ Choice Awards 2009 | |(Ranked 4th) | | |Top 100 Hotels in the World |Condé Nast Traveler, USA, Readers’ Choice Awards 2009 | |(Ranked 21st) | | |Top 10 Luxury Hotels in India |TripAdvisor, Travelers’ Choice Awards 2010 | |(Ranked 3rd) | | |Top 15 Resorts in Asia |Travel + Leisure, World’s Best Awards, Readers’ Survey 2009 | |(Ranked 5th) |
| |Amongst Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards, Readers’ Survey 2009 | |Best Hotels and Resorts in the World |Forbes Traveler 400, The World’s Best Hotels and Resorts 2009 | |Top 50 Hotels in Asia |Travel + Leisure, World’s Best Awards, Readers’ Survey 2008 | |(Ranked 3rd) | | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards, Readers’ Survey 2008 | |(Ranked 6th) | | |Top 100 Hotels in Asia |Condé Nast Traveler, USA, Readers’ Choice Awards 2008 | |(Ranked 2nd) | | |Top 100 Hotels in the World |Condé Nast Traveler, USA, Readers’ Choice Awards 2008 | |(Ranked 8th) | | |Best Hotels and Resorts in the World |Forbes Traveler 400, The World’s Best Hotels and Resorts 2008 | |Top 10 Luxury Hotels in India |TripAdvisor, Travelers’ Choice Awards 2009 | |(Ranked 4th) | | |Top 100 Hotels in the World |Travel + Leisure, World’s Best Awards, Readers’ Survey 2007 | |(Ranked 10th) | | |Top 10 Hotels in the World |Condé Nast Traveler, USA, Readers’ Choice Awards 2007 | |(Ranked 6th) | | |Best Leisure Hotels in Asia and the Indian Subcontinent |Condé Nast Traveler, UK, Readers’ Travel Awards 2008 | |(Ranked 19th) |
| |Best Hotels in the World for Location: Amongst those with |Condé Nast Traveler, USA, Gold List 2008 | |score of 100 | | |The World’s Best Hotels |Travel + Leisure, T+L 500, 2007 | |Best Hotels in the World |Condé Nast Traveler, USA, Gold List 2007 |
In the overall observation I have found that the main purpose of the hospitality and tourism industry is entertainment and satisfaction of the customer. Oberoi Hotel is using swot analysis to run have defining the strength, weakness, opportunities which identifying the internal and external threats and professional housekeeper, teamwork and leadership are the strength point of Oberoi Hotel. Oberoi Hotel always offering a range of facilities and business services like as internet, fax machine.
I have found that the managing risk of the Oberoi Hotel refers both internal and external risk including Training, Evaluating, delegating etc. In the end of all we can say that Oberoi Hotel is one of the best hotel in the world due to their Location, Facilities and Business services.
Read more: http://www.ukessays.com/essays/tourism/public-relations-of-the-oberoi-hotel-mumbai-tourism-essay.php#ixzz2fA8apY6k
http://nightout-party.blogspot.in/2012/03/oberoi-hotels-resorts-rated-1-in-guest.html http://articles.timesofindia.indiatimes.com/keyword/oberoi-group/recent/2 http://www.vccircle.com/news/consumer/2013/08/05/oberoi-hotels%E2%80%99-parent-eih-posts-102-growth-revenue-116-increase-net-profit