Service Quality at “Jumeirah Emarites Tower Hotel”

1-Specific Circumstances

A few days ago, I went to Dubai, and I planned to stay at Jumeirah Emirates Towers Hotel, but a misunderstanding was created by the hotel management. I requested a transportation facility to Jumeirah Emirates Towers Hotel, from the airport to hotel after my arrival. However, the management misunderstood my arrival timings because no transportation was there when I reached the airport by 10:00 pm. I hired a taxi and reached the hotel. I protested against the poor service quality I had to encounter, because of negligence or misapprehension by the management. I registered a complaint at reception, in a while; the manager came to me and apologized for the inconvenience that the hotel management had caused me. He made excuses about what had happened because it was thought by the management that my arrival would be by 10:00 am.

2-Three Most Critical Actions

• The first action was apology and guarantee for good services. For this action the manager used to listen to customers, so that he might handle complaints immediately and retain the customers forever. For this purpose, the management used a computerized system to get instant to register my complaint to know about the quality of services being provided by the hotel (Wilson et al., 2012)
• Secondly, the manager offered me a luxurious room at a normal rate so that I might get satisfaction. In this action the manager adopted the tool of Zone of Tolerance. The Zone Tolerance tool was used to serve me according to my expectations. He had used some standards to serve me to make me happy (Johnston, 1995). The purpose of these standards was to take the customers from a level of dissatisfaction to satisfaction and, then to a level of delight through the provision of high service quality. By using the zone of tolerance tool, they offered an upgraded room at lower prices during my stay at the hotel (Lovelock and Wirtz, 2011).
• Thirdly, he offered me some special privileges and services on my next visit to the hotel (Tripp and Gregoire, 2011).  Here the manager used a Building Customer Relationship tool. The manager intended to build a long-term relationship with me despite having the misunderstanding (Wilson et al., 2012). The hotel management, due to inconvenience, wanted me to have the best services and facilitation against such types of issues. Obviously, it was good for satisfaction and loyalty, which can enable my repetitive visits (Hart, Heskett and Sasser, 1990).

3-Personal Insights

I have learned many lessons about quality services from this experience at Jumeirah Emirates Tower Hotel for example zone of tolerance, building customers relationships and listening to customers through feedback or research is very important for a manager. Customer satisfaction is an essential part of any because it enhances customer loyalty, and these service-marketing techniques are helpful to create satisfaction in customers. I have learned service marketing methods through this assignment, from my textbook and lectures delivered by the professor. I have decided to use such tactics for the provision of quality services customers. In my career, I will maneuver these tools in the following steps.

• Firstly, I will prefer to hear positive and negative comments from my customers about services. For this purpose, I will implement an online and offline feedback system.
• Secondly, I would like to build good relations to create a positive perception to satisfy my customers, as valuable services are necessary to develop long-term relationships with customers.
• Finally, I would take my services to the highest level so that each customer may reach the height of delight.

References

Hart, C.W.L., Heskett, J.L. and Sasser, W.E. (1990) ‘The Profitable Art of Service Recovery,’ Harward Business Review, July, pp. 148-156.

Johnston, R. (1995) ‘The Zone of Tolerance: Exploring the Relationship Between Service Transactions and Satisfaction with the Overall Service,’ International Journal of Service Industry Management, vol. 6, no. 2, pp. 46-61.

Lovelock, C. and Wirtz, J. (2011) Services Marketing: People, Technology, Strategy, 7^th edition, New York: Pearson Education, Inc.

Tripp, T.M. and Gregoire, Y. (2011) ‘When Unhappy Customers Strike Back on the Internet,’ MIT Sloan Management Review, pp. 2-8.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Dwayne, G.D. (2012) Services Marketing Integrating Customer Focus Across the Firm, 2^nd edition, New York: McGraw-Hill Education.