加拿大市場營銷本科課程essay參考:the complainet letter

Sumarry 

After reading ” The Complaint Letter“, which was writen to a gerneral manager of Heathrow ATMI hotels by Mark Hankins, most of people could sympathize with the experience of this couple in ATMI hotel.Mr Mark and his wife only wanted a clean room after registration, but the hotel staff always changed the room third times, the basic need of this couple was just meeted. Moreover, the hotel charged additional fees – the room change cost which was caused by hotel own service.  It made this experience become worse.  Simply out,  the couple of Mark Hankins had a bad expericence in ATMI hotel, because of hotel customer service and hotel management. According to the complaint letter, hotel maybe  have the risk of lost customers. As we know, hotel serivce and maagement are two of the most important parts in hotel industry. (Grönroos,2006). If hotel can not deal with the customers’ complaint, the hotel’ operation will have serious problems.看完后的”投訴信“，這已經(jīng)寫的求實的希思羅ATMI酒店經(jīng)理馬克.漢金斯，大多數(shù)人的同情，這對夫妻的經(jīng)歷在ATMI hotel.Mr馬克和他的妻子只想要一個干凈的房間，登記后，但酒店的工作人員第三次換了房間，這對夫妻的基本需要剛剛meeted的。此外，酒店收取額外的費用 - 這是由酒店自己的服務造成的換房成本。它做了這方面的經(jīng)驗變得更糟。夫妻倆有一個壞的馬克.漢金斯和體會在ATMI酒店，因為酒店的客戶服務和酒店管理。根據(jù)投訴信，酒店也許有失去客戶的風險。正如我們所知道的，酒店檢視服務maagement的是兩個在酒店業(yè)中最重要的部分。 （格羅魯，2006年）。如果酒店不能處理客戶的投訴，酒店的操作將有嚴重的問題。

What are the issues that Mr. Mezt should note and be concerned with?

There are some issues to need to be noted and concerned by Mr. Metz- the general manager.As a general manage, one of the most import work is to coordinate every part of hotel for meet the custoumers’ need as far as possible. According to the letter from Mr Mark,  the fisrst issue is the poor enviroment of room in ATMI hotel.  As a hotel for business traveller, clean and tidy hotel enviroment is necessary. Mr Mark and his wife first went into a unclean room after registration in ATMI hotel. After asking for change the room, the second room was  even more worse than the first one. Untill the third room, the enviroment seemed to grudgingly reside. By this token, the hotel hygienic enviroment was not good. Moreover, this phenomenon expressed a lack of communication between housekeeping and the front desk.  On the one hand, unclean room should be provided by hotel. The frond desk should not know the room situation and the housekeeping also did not informed the frond desk. On the other hand, the front desk aslo should check in the room situation with the housekeeping.  The second issue is the attitude of hotel staff on customer. When Mark Hankins couple came into the hotel room, they found the room was not clean. So they asked for changing the room, the second room was not good, and then they called the switchboard, but the manager and staff of hotel did not deal well with instandly. For the long time, the room just was changed again.#p#分頁標題#e#

For customers—a  tired couple, the hotel staff and management’ attitude was haughty and it showed that they are lacking in responsibility. Moreover,  Mr. Hankins called the switchboard for the third room, he only want a room, not a night manager. But the stall still did. When the customer talked with receptionist for the change room fee, the receptionist always avoiding the contace of eyes. For guests, the action was considered as unpolite action. Although, they kept the ”hospitality promise“ where their room was free of charge in the end,  the poor impression of hotel seemed to be left . The third issue, is the hotel management. According the whole accident, the hotel management existed the problem, such as hotel staff management, customer service, and so on.  These problems should be paid attention to by Mr. Metz, or else the hotel will face the serious development problems. 

How credible is the evidence provided by the letter? That is, does it form the basis for action or is it paot of the background noise of running a complex service operation such as the hotel in this case?

In the letter, Mr Mark listed a lot of detail that they encountered. Even if he may exaggerate  some of the parts experience, but it still a complaint letter and the hotel problem still existed. According to an executive advisor and customer-service expert viewpoint, Rebecca Morgan who wrote the book Calming Upset Customers. ” think that” the customer complaint does not underestimate and  they wreak havoc in your organization because upset everybody and, with these tools of Twitter and Facebook and Yelp, they can get the word out quickly.“ （Insider，2012) According to the letter, personally the problems are some parts of the background noise of running a complex service operation such as the hotel in this case. Staff service is a part of the whole hotel management. In the letter, most evidences were shown on service. The customer service is a part of the background noise of running a complex hotel service operation.在信中，馬克先生列舉了很多細節(jié)，他們遇到了。即使他可能會夸大一些部分經(jīng)驗，但它仍是投訴信和酒店的問題仍然存在。根據(jù)執(zhí)行顧問和客戶服務專家的觀點，麗貝卡摩根的人寫的書安撫消費者感到不安。”認為“顧客投訴并沒有低估他們肆虐你的組織因為擾亂人心，用這些工具的推特和臉譜網(wǎng)和Yelp，他們可以用了快。“（內幕，2012）據(jù)信，個人的問題是運行一個復雜的業(yè)務操作等在這種情況下，酒店的背景噪聲的部分。員工服務是整個酒店管理的一部分。在信中，大多數(shù)的證據(jù)顯示在服務。客戶服務是運行一個復雜的酒店服務運營背景噪音的一部分。

What service marking concepts can help us to understand the situation faced by the hotel manager?#p#分頁標題#e#

For the hotel industry, according to Korkman and Sheth researches,hotle’ products include two part, tangible room and aeriform service. (Korkman,2006; Sheth, 2000).According to experts issue, in mordern hotel industry, the hotel service has become the most important part in hotel operation. (Korkman,2006) The hotel service refers to service attitude, the service skill, professional ethics, service efficiency, service politeness, service quality and so on (Woodruff, 1996). The service marketing needs to get the good evaluation through perfect hotel service to attract, maintain and increase the feeling with customer by way of word of mouth .  In the hotel case, the hotel manager needs to deal with three concepts. First, the concept of customer satisfaction. In the above case, the hotel staff or night management did not achieved well the Mark Hankins couple basic needs. Their service attitude, action, and service quality are lack. The customer advise does not dealed with well, the hotel reputation will be destroied. Good customer satisfaction will improve the hotel repuation of hotel. For another thing, the concept of "constant improvement of services to provide users with value“ should be noted by hotel management. The hotel should let every customer feel that the service exceed the value of expectation. Generally speaking, the hotel manage shoul enhance the staff training about service and strengthen the coordination of every part in the hotel for upgrating the hotel management.  The hotel should improve the intimacy, comfortable sensation and so on to attract the customer for increase the customer satisfaction. In short, the customer is the god of the hotel industry, the hotel should respect every customer. Only improving the customer satisfaction is a only way to increase the influence of service market of hotel. 

Reference

1. Grönroos, C. (2006) ‘What Can a Service Logic Offer Marketing Theory?’, in R.F. Lusch and S.L. Vargo (eds) The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, pp. 354–64. Armonk, NY: M.E. Sharpe.

2. Korkman, O. (2006)  Customer Value Formation in Practice: A Practice-Theoretical Approach. Report A155. http://www.ttc-switch.com/default.html Helsinki: Hanken Swedish School of Economics Finland.

3. Sheth, J.N. and Parvatiyar. A. (2000) ‘Relationship Marketing In Consumer Markets: Antecedents and Consequences’, in J.N. Sheth and A. Parvatiyar (eds) Handbook ofRelationship Marketing, pp. 171–208. Thousand Oaks, CA: SAGE.

4. Woodruff, R.B. and Gardial, S. (1996)  Know your Customers – New Approaches to Understanding Customer Value and Satisfaction. Oxford: Blackwell.#p#分頁標題#e#

5. Insider.(2012). Making the Best Out of Customer Complaints http://blog.shopperapproved.com/customer-complaints/