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2. Customer Service
Task 1 [Scenario 1]

3. 1.1 Discuss reasons for using customer service policies
Ritz Carlton has developed different types of customer service policies and all aims to deliver better
and satisfied services to the clients.
Hospitality industry chiefly emphasizes on customer service policies so that the value of customer
satisfaction can be encouraged.
As per the scenario, Ritz hotel has been facing many issues from the customer service aspects as more
than two customers have complained regarding the inefficiency in service provision.
Customer service policy of Ritz Carlton hotel is integrated directly to customer satisfaction in whivh
chief emphasis has been given towards adequate services. The service policy of Ritz Carlton includes
several things related to customers and this also changes the perception of customers towards the
service entity. The service policy of hotel includes these major things:
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4. Contd.
Services related to customers: Service policy of Ritz Carlton hotel ensures that customers complaints
and issues are resolved in an adequate manner and for that, varied agents are employed for
care services. All the types of services and related information are provided to customers
through customer care department.
Feedback and suggestions of customers: The service policy of Ritz Carlton considers suggestions
and feedback from the customers as per the areas of improvements. After deriving services from
the clients, Ritz Carlton makes sure that there is open communication between clients and staff
members.
Information about the services: The service policy of Ritz hotel includes information about all the
services that the hotel is providing in the existing product line. Several employees are employed
for the same purpose where they provide information about services and availability of rooms.
The same department also gives information about products which have any type of schemes or
discounts attached to it .
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5. Reasons for using customer service policies
Ritz Carlton has been using customer service policies so that to make all the customers informed
about the availability of different services.
The customer service policy helps the hotel to find out the areas where staff members need training
and where they should make changes in service delivery process.
Ritz Carlton is able to analyze its own service capability through focusing on the ranking given by
the clients on available services.
The policy chiefly focuses on analyzing the needs and preferences of customers; thus according to
that Ritz Carlton makes changes in the service provision.
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6. References
Wilson, A., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.
Wu, C. H. J. and Liang, R. D., 2009. Effect of experiential value on customer satisfaction with service
encounters in luxury-hotel restaurants. International Journal of Hospitality Management. 28(4). pp.
586-593.
Yagil, D., 2008. Stressors and resources in customer service roles: Exploring the relationship between
core self-evaluations and burnout. International Journal of Service Industry Management. 19(5).
pp. 575-595.
Grete, B., Noreen S. and Susan S. F., 2003. “Quick response: perceptions of UK fashion retailers.
International Journal of Retail & Distribution Management, 31(2), pp.118 – 128.
Henley, N., Raffin, S. and Caemmerer, B., 2011. The application of marketing principles to a social
marketing campaign. Marketing Intelligence & Planning. 29 (7). pp.697 – 706.
Kotler, P., 2008. Principles of Marketing. Pearson Education India.
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7. Thank You
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