Jasmine Hotel is located in the Deira district of Dubai in the United Arab Emirates. It is about ten minutes' drive from the airport and within a short walk of the shops. The Gold Souk is a short taxi drive away and the hotel is within walking distance of most of the city on the Deira side of the creek. A complimentary shuttle service operates between the hotel and the public Al Mamzar Beach Park where full beach club and water sports are available for a small fee.
Within the hotel itself there is a good choice of bars and restaurants and there is also a coffee shop. Leisure facilities include a small roof-top swimming pool, a fitness room, sauna and spa. The central atrium is light and spacious and is the focal point of this very recently built hotel. Dubai enjoys a very hot and dry climate, being subtropical and close to the desert. Temperatures for most of the year exceed 100°F during the daytime and are more than 80°F after sunset. It is not unknown for daytime temperatures to soar to 120°F in July and August. Acclimatisation can take visitors to Dubai a little while to achieve.
While locals brave the daytime sun, all-year-round visitors from more temperate climates can find the climate unbearable during the day during July and August. The accommodation comprises some 250 rooms that are spacious and well furnished with bath and shower, air-conditioning, telephone and television and mini-bar. The hotel has three restaurants: Indian, Thai and Chinese. All are well appointed in traditional style. Guests pay separately for all meals and use of the mini-bar.
A typical room costs between 30 and 50 pounds sterling per night, depending on the time of year. The breakfast buffet costs around 12 pounds sterling. Canned soft drinks from the mini-bar cost around 3 pounds sterling a can while beer is around 4 pounds sterling a can. In the neighbourhood there are many good-quality restaurants offering meals at low prices and soft drinks can be bought locally from stores for as little as 10 pence per can. The hotel employs a large number of staff.
These range from several receptionists and doormen to house boys, chambermaids, waiters and cooks. The hotel is keen to improve the level of service it offers to customers and at the same time is also anxious to ensure that it has a fully motivated staff to meet the needs and wants of the wide variety of guests that it entertains. Guests come from all over the world and the hotel also hires out its conference suite on the top floor to both local and foreign clients.
Question
1. Design a marketing research system that will help the hotel maintain the level of service quality that it is hoping to achieve. Account should be taken of both the hotel's internal and external customers in designing the system.