AssignmentHospitality companies are businesses that thrive when customer service is handled in an effective and appropriate manner.Choose one among the companies provided in the list and analyse the...

HOSPITALITY MANAGEMENT
COMPANY-AMSTERDAM MARIOTT HOTEL
Table of Contents
Introduction    4
Service Quality Gap Model (5 Gaps Model)    4
Internal Marketing    5
Approach to customer satisfaction    5
Employee role in delivering service    5
Retention strategies    5
Branding techniques    6
Conclusion    6
Recommendations    6
References    7
Introduction
Marriott International is one of the leading luxury properties which became public traded company in 1953. Currently it is headed by Anthony Capuano as Ceo and Stephanie Linnartz as its President. Amsterdam Mariott Hotel is located near picturesque view of a canal which is also a UNESCO world heritage site. In this assignment the discussion will be about the customers and the deliverables of hospitality industry which is going to give it a competitive advantage. The Gap model will be focusing on service quality whereas internal marketing will help to promote the products. The importance of service delivery and branding techniques will be included to guide the hotel to maximise its market share and retain the talent (Ali et.al, 2021).
Service Quality Gap Model (5 Gaps Model)
This model was developed by A. Parasuraman, VA Zeitham and LL Berry and published in Journal of Marketing in 1953. They identified five gaps which are required to be filled to ensure the maximized customer satisfaction. In order to enhance the value of the services provided to the customer it is essential to know the voids created during delivery. These should be measured, managed tactfully and minimized to optimise the results.
In a hospitality industry service is the real reflection of the hotel. As indicated by Barusman, Rulian & Susanto (2020 ) when it comes to luxurious services Mariott is the name which has made a mark by distinguished offerings. As competition is rising and many more are in line to set their mark like Hyatt regency, Westin, Ritz Carlton to name a few.
Gap1: This gap is created when customer and manager’s expectation in view of a service varies. In order to reduce the gap Mariott management need to focus on feedback or survey regarding the services.
Gap 2: This gap arises when management’s perception is different from actual perception of customer experiences. Mariott need to make sure that the service provided should be from customer’s point of view and not the management’s.
Gap 3: This gap is between experience and delivery factors. Mariott need to conduct an audit of customer experiences to know the improvement scope of delivery.
Gap 4: This is the difference between experience and promotion. It is required to be in same line with words and practice. For Mariott this gap can costs dent in image.
Gap 5: This is the most concerning gap as it is between customer perception and expectation. This gap need to be minimized so as to promote services with word of mouth strategy (Taylor, 2019).
Internal Marketing
Internal marketing is important for hospitality industry because mostly positions involve customer interaction and with that customers can be attracted to the property. The reviews also spread through word of mouth and helps in more bookings. Mariott should consider internal marketing as one of the essential part of its strategy to retain and attract prospective customers. Before thinking of taking some action it is important to adapt to digitization. It will help in getting quick insights. In order to combat the competition these strategies can de considered:
Surveys: The surveys are not only for customer feedback but they can be used as internal strategy also. Mariott need to involve every employee in it and ask them to participate. It is important to know their expectations and how happy they are at workplace. It is suggested by Zamry & Nayan (2020) that this is going to reflect in their behaviour.
Communication: The internal, external, vertical and horizontal flow of information should be designed so that no important message is missed. Mariott need to be careful about this as false information can reduce the efficacy of the system. It will help to know about the various requirements like training, recruitment, need to design new products and marketing progress.
Accessibility with Mobile technology: Any strategy is effective when employees are connected and can access it through an internal network. This should not only be when the need to acquire more market arises but it should be involved in regular aspect of organizational culture. The authenticity and integrity of the purpose should be maintained at all levels by Mariott so that employees can sense belongingness with it.
Approach to customer satisfaction
Customer satisfaction has gained importance over the years as the future of business is in their hands. Their comfort is the prime service of hospitality industry. They are best evaluators for the quality offered though it is not completely possible to serve the changing requirements but still an honest effort can be a way better option to deliver positive experience to customers (Dwesini, 2019).
Feedback: It is one of the strategy by which the customer expectations can be met. It will help Mariott to know what parameters are need to be taken care of like delivery time, food quality, behaviour of staff. It will also act as an important tool for customer retention.
Online and offline comments: The comments given by customers during...