Introduction This case involves a dissatisfied customer of The Roccoco New York Hotel who received the service failure when she stayed in the hotel. The case demonstrates that there were four main areas where the hotel failed to meet the expectations and satisfaction of the customer and that includes internal managerial quality and the failure to manage the service failure after complaints were received. Overall The Roccoco New York Hotel failed in following fields: Failure of Internal managerial quality * The hotel was failed to meet the consumer expectations since it provided the wrong bed and room to the consumer. King bed & non smoking/ Two beds & smoking smell) * The hotel did not do well on the time control in terms of the delivery of luggage & meals. * The hotel was failed on staff training for late check in for consumers. The failure to manage the service failure * Delayed for the meal delivery, but did nothing on the compensations. * The service attitude was not appropriate after receiving complaints. Possible solutions Solution 1 Retraining staff The staffs need more training on crisis management and servicing consumers. The staff should be patient, and have the listening skill to response the complaints in the right way.
Moreover, time management is also an essential issue to the hotel. The hotel should make a regulation of the SOP (Standard Operation Process) to improve the time of delivery luggage. Solution 2- Interactional justice The Roccoco New York Hotel needs to develop more interactional relationship between the staff and the consumer to avoid discontent that occurred from offering the wrong type of room. The staff should explain the reason of failure and delivery the right room key personally to the consumer rather than asking the consumer came to the front desk.
Also, they need to explain the reason of wrong room and luggage delivery delay to the consumer rather than just passing it. Solution 3- Outcome justice This option aims to provide compensations to the consumer when the service failures occur. For example, upgrade the room to the consumer since they offered the wrong room at the initial time and delivery luggage late. In addition, free charge or discounts for meal because of its delay. Evaluations The option 1, retaining staffs which is not only focusing on the training of responding consumers appropriately, but also cultivating staffs have high Emotional Quotient to handle the complains.
It could be predicted that consumers are able to receive benefits and professional services through retaining staffs. It is definitely could improve the service quality, however, it seems that it is benefit for further consumers instead of for the current consumer who had a complaint to The Roccoco New York Hotel. Although this option is able to decrease the number of complaints in the future, it does nothing to the current consumer who had complaints already. Therefore, it is unlikely the best option to the hotel on resolving complaints.
The second option, interactional justice, is better than the option 1 on handling complaints. Interactional justice could result in a successful service completion. By explaining the reasons of service failure to the consumers, consumer might understand and then decrease the degree of discontent. However, not all of the consumers could understand the service failure if just explaining the reasons, they might consider that the factors of failure should not occur and continue discontent. Thus, this option seems not perfectly suitable for handling complaints for each consumer.
The third option, outcome justice, might decrease the degree of discontent from consumers somehow. This is because the failure of service has occurred, except explain the reasons of failure to the consumer, it is impossible to make time going back. Thus, only thing that the hotel could do is trying to decrease degree of discontent from the consumer by offering compensations. In this case, upgrade the room and offer discounts even free charge for meal would be lucrative ideas to resolving the complaints. The main reason of complaint is that the consumer did not receive the service outcomes she paid for.
It would be helpful to decrease her discontent by offering the extra values to her. Therefore, this option is better than the option 1 and option 2 Recommendation The recent research had found that offering internal explanation together with compensations would decrease the number of complaints to the higher managers effectively (Lovelock & Patterson & Wirtz 2011). Therefore, the option 3 would be recommend to The Roccoco New York Hotel since it is able to improve the degree of discontent from the consumer efficiently. Reference list Lovelock & Patterson & Wirtz 2011, Service marketing, Pearson, Australia.