SHA604 Building Guest Loyalty Assignment- The Hotel School, Cornell SC Johnson College of Business
Instructions:
Complete this project and submit it to your instructor. See the assignment page for information about the grading rubric. Do not hesitate to contact your instructor if you have any questions about the project.
This course project consists of three parts and will give you an opportunity to define standards of performance that support guest expectation outcomes, evaluate your service recovery process, and develop a guest experience measurement tool for your operation. You will complete the project using the food and beverage operation you currently work with. If you don't currently work in a food and beverage operation, you will be required to interview a current food and beverage operator and observe and document his or her guest loyalty practices.
Note: Your project observations will be shared with the instructor only and will be kept strictly confidential.
Complete each project part as you progress through the course. You may revisit and refine your responses as you learn and apply additional information. Wait to submit the project until all three parts are complete. Begin your course project by completing part one below.
Part 1: Define Performance Standards
In this part of the course project, you will use the Standards of Performance Worksheet to document the process steps, people involved, and specific performance standards to support one outcome related to guest expectations.
Note: You will be required to submit your completed worksheet when you submit your project.
Part 2: Evaluate a Service Failure and Recovery Incident
In this part of the project, you will evaluate a situation where things didn't go as planned in your operation and identify opportunities to improve the likelihood of encounter satisfaction, minimizing the recurrence of problems and improving long-term customer relationships.
I. Describe the situation that occurred from the guest's perspective:
II. Describe the service recovery process that occurred. In your explanation, identify if the service recovery process was transactionfocused or relationshipfocused:
III. Use the Complaint Handling Worksheet to evaluate if the complaint response was effective and to identify ways to make it more effective in making the guest satisfied. (Be sure to submit your completed worksheet when you submit your project.)
IV. Describe changes in the recovery process that would minimize the recurrence of such a situation and ensure long-term guest relationships:
Part 3: Measure the Guest Experience
For this part of the project, you will explore how in-operation feedback, guest satisfaction surveys, and mystery shops could be implemented in your operation.
I. Review your performance standards from part one of the project. Describe how your service staff could consistently observe and assess the guest experience against the performance standards. Include how staff could request specific feedback from guests related to the performance standards.
II. Document five items you would include on a guest satisfaction survey to collect your guests' perceptions, preferences, and opinions related to their experience. Explain what decisions you could make based on the trends you uncover with these questions.
III. Document five items you would include on a mystery shop questionnaire to measure the behaviors and outcomes related to your performance standards.
Performance Standards Worksheet
Instructions:
Use this worksheet to identify and document a specific service outcome and the process steps,as well as the standards of performance necessary to achieve the outcome in your operation.
Define Outcome:
I. What is the outcome you expect to achieve?Consider guest expectations and how you want them to feelrelative to product, environment, and staff behavior and attitude. Note: Some outcomes will impact each of the big three( product, the behavior and attitude of the staff). Some will focus only on one component.
II. How is the outcome consistent with your concept and guest expectations? (For example, if your concept is a quick service restaurant, guest expectations would favor efficient ordering and fast service of food versus large selection and detailed information.)
Define Performance Standards:
Define the Process Step, People, and the Standards of Performance that are required to consistently achieve this outcome:
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Process Step
What needs to occur?
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Who Is Responsible?
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Standards of Performance
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How do you expect them to do it?
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Why is this important to achieving the outcome/differentiating you from competition?
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What are risks/barriers to achieving this standard?
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Complaint Handling Worksheet
Use this worksheet to analyze a guest complaint encounter.
Describe the situation:
How did you become aware of the guest's dissatisfaction?
What was your response?
What was the outcome of the interaction?
Evaluate the response against the complaint-handling guidelines:
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Guideline
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How did the response demonstrate the guideline?
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How could the guideline be applied to improve guest encounter satisfaction?
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Maintain Guest's Self Esteem
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Empathize with Guest
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Involve Guest in Resolution
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Format your assignment according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.