Sustainability and Well-being - Marriott International - Case Study Example

Name: Course: Tutor: Institution: City and State: Date: Sustainability and Wellbeing Marriott international is on the forefront of protecting the health and well-being of its customers. In 2014, it became the first hotel company in the world to offer food free of all Trans fats. It conducts various food security measures to ensure its customers consume healthy food during their visits. It also has a no-smoking policy in its guest rooms, lodgings, restaurants, public areas, Lounges, and working areas. This protects the health of customers especially the nonsmokers by protecting them from undesirable nicotine fumes. The hotel also develops the spiritual well being of its customers by providing the holy bible and reading books in each guest room to further enhance the relaxation experience (Solomon, Hughes & Chitty 2013 p.78). In addition to this form of entertainment, the company has protection policy of the entertainment content offered to its customers by filtering any pornographic materials. Environmental conservation is part of the company’s 2020 sustainability goals. The company has set goals towards protecting the environment through decreasing the water and energy intensity as well as green house gas emission. The aim of this goal is to conserve the natural resources particularly the non-renewable natural resources. It contributes towards preventing the depletion of resources through conserving the little available resources. This begins with monitoring its production process to ensure energy conservation through use of energy saving bulbs and water conservation through proper plumbing to avoid leakages as well as recycling used water for other purposes. The economic environment also falls under the company’s mandate towards developing a sustainable society. The main economic problem facing the society is the rising youth unemployment that lacks the level of skills and experiences demanded by competitive employers. The company has taken the responsibility to offer training to the youth in order to equip them with proper skills that will give them a competitive edge in the job market. The company also operates the Marriott Foundation for People with Disabilities to focus on the youth facing alienation due to their disabilities. It offers these youths skills necessary in the job market while bridging the communication gap between them and the employers. The management of this trend requires a high level of sensitivity to the changing society’s dimensions. Research into current issues affecting the public could be a good place to start in order to tailor services in accordance to societal needs. Business ethics is another crucial element that ensures the organizations products and service provision align with the acceptable moral standards. this offers the organization a positive corporate image among the public and enlarges the customer base for its products. In incorporating sustainability, and well-being into the service provision of Marriott international, the process component of the 7ps is the most important. This involves the manner in which the organization conducts corporate social responsibility activities. It should be in a manner that protects the welfare of the society rather than cause more harm and should address the major issues of the society. The people element is important in the planning process to understand the needs of society to design activities around addressing these needs. Mobile Technology The company has made its mark in incorporation of high level of technological advancements in service provision. The mobile technology has offered the firm a wide platform to explore the benefits of automated services. In 1995, the company became the first hotel company globally to offer online booking services to its customers through Marriott’s Automatic Reservation System for Hotel Accommodation (MARSHA). This contributed greatly to its goal of improving customer service since the aspect of convenience was a major attraction. It opened doors for the company to explore the technological world that began expansion during the dotcom bubble (Mccabe 2010 p.45). MI uses ibeacon technology to enhance communication with its customers regardless of their location. This technology uses mobile networks hence enhancing the element of convenience in service provision. It has the ability to track down its customers and locate them from any part of the property. The technology sends notifications on mobile devices of offers available at the current location of the customers to enable them take advantage of them (Hollins & Shinkins 2006 p.42). Features such as apple ibeacons and Bluetooth smart enable the tracking of customers from any location on the property and those unwilling to be traced can switch off the Bluetooth and push notifications on their devices. Mobile phones applications have facilitated the use of mobile technology in enhancing the customer experience (Anita 2013 p.132). Mobile Guest Services app is available on itunes for downloads by customers and is compatible with ipad, iphone, and ipod touch. They enhance the ability of the hotel to trace its customers and offer services depending on their location. Travel brilliantly is another mobile application targeting the millennial with a great love for technology and an increasing purchasing power in recent times. Personalized services are the future of the company’s mobile technology application that will allow customers to create their personal profiles and share profile information with others. This will offer then recognition and enable their easy access to available discounts on various services. Management of the mobile technology trend requires continuous tracking of the latest technology in the market (Dhar 2008 p.64). The company must update its applications in accordance to the emerging technological trends to remain relevant in the market and to continue offering convenient services. Involvement of top technological companies would also help to facilitate the creation of applications and networks. People, pricing, and place are the important elements in the efficient implementation of this service trend (West, Ford & Ibrahim 2015 p.97). People are the users of mobile services hence their involvement in the implementation process is crucial to its success. Accessibility and efficiency in use are important to consider when designing a mobile application for customers. The price of downloading the applications should be affordable to all customers to encourage them to embrace the technological element. Place comes in when considering availability of certain applications on services on the mobile technology to enhance its impact on service provision. Customer Service Marriott prioritizes customer satisfaction and loyalty through enhancement of the customer experience (Russel & Taylor 2004 p.91). It understands the crucial role played by the customer in the success of the business and for this reason; it has numerous services meant to address customer relations. It has open toll free numbers to serve customers 24/7 without any form of payment. The customer service desk also operates during working days and working hours to serve the customers efficiently. The internet offers a lucrative opportunity for businesses to enhance their customer relations through engagement of customers in online conversations. Vacations by Marriott website is a travel deal website that offers information on available services. It also enables the customers make direct reservations without going through much trouble (Baines, Fill & Page 2011 p.66). Reservation assistance involves the tracking of available booking opportunities and responding to queries concerning the available offers. This facilitates the reservation process through saving on time and energy involves in tracking opportunities and making reservations. Social media has emerged as a crucial aspect in interacting with customers and obtaining information regarding their needs (Nargundkar 2006 p.65). It offers a offers a platform of interaction between employees and the customers to give customers firsthand experience to services. It offers quick response to their queries on the platform and addresses any form of concern from the public. Issues addressed include technical difficulties while maneuvering the company’s website, accounts issues, rate information, and relevant information about hotel policies and services. The platform has offered the customers an opportunity to raise concerns about problems emerging during their visit to get relevant assistance. They also get a platform to offer feedback on their experience during their visit and issues they would like addressed. Management of this service tend requires the sourcing of qualifies employees committed to keeping the customer satisfied. The customer service providers act as representatives of the company when handling customer issues hence their attitude greatly influences the perception of the entire organization (Drummond & Ensor 2006 p.23). Consistent training of the employees on customer relations ensures that they keep track of changing dimensions and most importantly the technological advancements. Research on consumer tastes and preferences would also enhance and build stable relationships with customers. The implementation of this trend also requires high level of commitment in responding to concerns of the customers on a timely basis. All the 7ps of service marketing are crucial for the success of the customer relations trend. It is important to consider affordability of customer services by putting up toll free numbers that do not require payment of any fees for communication. The place aspect involves adopting the most convenient form of communication and ensures its availability in times of need (Lovelock, Patterson & Wirtz 2014 p.88). The service and the process of its provision should enhance customer relations and attract more customers into making reservations with the company. The outcome of service provision should yield customer satisfaction and loyalty through creation of treasured memories during their visit. The people element is the most important in implementing this trend and ensuring its sustainability (Gupta 2006 p.120). The trend exists to serve people and enhance relationships with them hence they become the most important element of the trend. All the 7ps are crucial to the success of this trend and all other service trends hence requiring attention and mastering. Conclusion Service marketability is an important aspect to consider when embracing a service trend to ensure its adoption improves service provision. The 7Ps offer guidance in assessment of service marketability by offering an insight on service provision and its relationship to consumer needs. Satisfaction emerges when the service meets the consumer’s needs and at the time when the consumer deems it necessary. The people aspect however is the most important marketing perspective of a service since service provision cannot exist without a recipient. Additionally, consumers through payment for services ensure growth and sustainability of the business. Customer satisfaction and loyalty should therefore be the sole focus of service trends adopted by a business. References Anita G. (2013). Innovations In Services Marketing And Management: Strategies In Service Marketing Baines P., Fill C., Page K. (2011). Marketing. Sydney: Ashgate Publishers Dhar U. (2008). New Age Marketing: Emerging Realities. Sydney: Ashbury Publishers. Drummond G., Ensor J. (2006). Introduction To Marketing Concepts. United States: Excel Opublishers Gupta D. K. (2006). Marketing Library And Information Services. United Kingdom: Oxford Publishers. Hollins B., Shinkins S. (2006). Managing Service Operations: Design And Implementation. United States: Excel Opublishers Lovelock C., Patterson P.G., Wirtz J. (2014). 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