The paper "Improving Customer Satisfaction at R-group Hotels" is a perfect example of a management research proposal. Unsatisfied customers often seek new suppliers who can meet their needs. It has been found out that room occupancy at R-group of hotels whose customers are business people and luxury travellers has been dwindling due to unsatisfactory services. This study aims to unravel factors that are making the hotel to lose its customers to competitors. It is anticipated that the analysis of customers and competitors of R-group of hotels will enable the management to implement a strategy that can help it increase room occupancy and profitability. Background Customer focus and customer satisfaction have become more important businesses in today’ s management philosophy (Kumar, Smart, Maddern and Maull, 2008).
Customers who are not satisfied will seek other suppliers to meet their needs. Firms with poor performance in customer satisfaction often result in the firm’ s general decline in performance (Olorunniwo, Hsu, and Udo, 2006). To develop metrics for satisfying customers, the target customers should be analyzed in terms of the kinds of the processes and kinds of customers for which the products are being provided (Reimann, Lunemann, and Chase, 2008).
R-group Hotels target customers are mainly business people and luxury travellers. The firm has recently been experiencing low room occupancy that could be attributed to unsatisfactory service provision at the hotels (Hsin-Hui, Jay, and Devi, 2009). This study aims to unravel factors that are making the hotel to lose its customers to competitors. To do this both the customers and competitors will be analyzed. Customer analysis will entail an analysis of the internal process at the hotel and the target customers (Reimann, Lunemann, and Chase, 2008).
Competitor analysis will enable managers to consider strategies of competitors in order to be able to formulate an appropriate business strategy. Competitor analysis will help in obtaining information about important competitors and using that information to predict competitor behaviour (Kumar, Smart, Maddern and Maull, 2008). It will also help in identifying competitors, competitors’ strategies and planned actions, the likely reaction of competitors to a firm’ s activities and how to influence competitor behaviour to the firm’ s own advantage (Olorunniwo, Hsu, and Udo, 2006). The analysis of customers and competitors will enable the management to implement changes that could help the hotel increase room occupancy rates and hence profitability overall.
Without such venture, the management cannot really know the real cause of reduced occupancy rates at the hotel and their action will only be based on guesswork that might be costly to the firm in the long run. Significance The reduced room occupancy at R-group Hotels is the main concern of the management (Reimann, Lunemann, and Chase, 2008). This is because low-level room occupancy is drastically impacting negatively on the profitability of the hotel (Kumar, Smart, Maddern and Maull, 2008).
The management has recognized that there is a need to find out what is causing this trend. The management feels that its competitors are using a strategy that is responsible for taking away its customers (Olorunniwo, Hsu, and Udo, 2006). Furthermore, the management feels that its current internal process might be impacting negatively on the satisfaction of its customers. To be able to make informed decisions on the strategy to implement and changes in the internal process, this study needs to be carried out (Reimann, Lunemann, and Chase, 2008).
By carrying out this study, the management will be able to certainly know what is causing the dwindling numbers of room occupancy at the R-group Hotels (Hsin-Hui, Jay, and Devi, 2009). This will allow the management to implement changes that can counter the strategies being implemented by R-group Hotels’ competitors in addition to tailoring its internal process to the needs of its customers.