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DTM2601 ASSIGNMENT 6 SEMESTER 2 2022
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NAME:STUDENT NUMBER:
MODULE CODE: DTM2601
UNIQUE NUMBER: 683611
ASSIGNMENT NUMBER: 06
DUE DATE: 11 NOVEMBER 2022
QUESTION 1
1.1 By understanding the different front office duty areas, management will be
able to assess which staff are needed in their specific type of establishment in
order to provide an efficient and professional service to their guests. Discuss
any two main front office duty areas that are portrayed in this scenario.
"Sell" rooms. This is the primary function of any lodging establishment. Every day, the
front office must do everything possible to "sell" as many rooms as possible. The
majority of hotel reservations are made during normal business hours. However,
reservations staff may attempt to sell rooms to walk-in guests as well as upsell rooms
by suggesting a larger room or one with a better view. Long-term reservations may also
be offered at a lower price than when a guest books a room the day before, when a
higher rate is charged. This is primarily due to the levels of demand (the number of
people looking for lodging) and supply (the number of available rooms), both of which
have a significant impact on any establishment. The yield and revenue management
principles will assist front desk staff in selling available rooms at the best possible price.
Oliphant (2011:89-90)
Maintain and balance guest accounts. It is critical that guest accounts are kept up to
date with both guest charges from other departments in the establishment and
payments made by the guest. Guests may pay a deposit in advance, which should be
reflected on the account upon arrival. Room service orders, drinks from the bar, and
restaurant meals may also be charged. These expenses must all be charged to the
guest's account. If the company has an account with the establishment, the amount is
transferred to the city ledger account (debtors) when the guest checks out based on the
correct charges. Oliphant (2011:89-90)
1.2 The service product depends a lot on the way staff and consumers interact
during the service encounter. This makes it extremely difficult to measure
service quality and deliver standardised products. Tshepo demonstrated his
willingness to help guests and deliver prompt service. Making reference to the
case study, discuss any (TWO) criterion that can be used to measure service
quality as it relates to the case study. (10)
1
, Service quality can be measured by using the following criteria (Zeithaml et al
2006:116– 20).
Empathy: treating customers as individuals. "Empathy is defined as the firm's caring,
individualised attention to its customers." The essence of empathy is conveying to
customers that they are unique and special, and that their needs are understood,
through personalised or customised service. Customers want to feel understood and
important by companies that provide them with services. Employees at small service
firms frequently know their customers by name and build relationships based on their
personal knowledge of their customers' needs and preferences. When such firms
compete with larger firms, empathy may provide a clear advantage to the smaller firm."
Oliphant (2011:28)
For example, Jennifer did not raise too much of a fuss and despite the front desk
manager, Tshepo’s, constant apologies, she assured him that it was her fault for
booking the wrong room type and that she appreciated them nonetheless looking into
the availability of rooms. She dropped off her luggage in her room and left the hotel for a
number of meetings that she had in town that day. When she returned to the hotel in the
evening, she found a note from the manager apologising for having gotten the wrong
room type (even though it had been her fault). More impressively, they had
disassembled and removed the two queen-size beds that had been in the room and had
brought in a spare king-size bed beds and used one to turn Jennifer’s room into what
she wanted.
Responsiveness: being willing to help. "The willingness to assist customers and
provide prompt service is referred to as responsiveness." This dimension highlights
attentiveness and promptness in responding to customer requests, questions,
complaints, and problems. Customers perceive responsiveness based on the length of
time they must wait for assistance, answers to questions, or attention to problems.
Responsiveness also encompasses the concept of flexibility and the ability to tailor the
service to the needs of the customer." Oliphant (2011:28)
For example, the hotel had disassembled and removed the two queen-size beds that
had been in the room and had brought in a spare king-size bed beds and used one to
turn Jennifer’s room into what she wanted.
QUESTION 2
2.1 According to Jones (2008:460), the motivation of employees is described as
“creating an atmosphere whereby employees are persuaded or inspired to take
desired action”. Tshepo at the hotel was motivated to keep the guest satisfied
despite the fact that it was not the hotel’s fault that the Jennifer had erroneously
booked the wrong room. It is important for employers to discover what motivates
employees not only to do their jobs as efficiently as possible, but also to exceed
expectations just as Tshepo did.
2
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