1. Evaluate Ritz-Carlton’s success in closing the service quality gaps from the case study. The Gap Model of Service QualityGap 1: Requirements gapGap 2: Design gapGap 3: Conformance gapGap 4: Communication gapGap 5: Satisfaction gap My question is how to evaluate the success of ritz carlton and the above service quality gaps? BMK302/03 Services MarketingAssignment 1EXCEPTIONAL QUALITYSeveral years ago the Ritz-Carlton did a complete evaluation of the quality of servicethroughout the entire organization. Mr. Cayuela noted that at the core of their qualityimprovements was a commitment to innovate, document results, and then documentthe processes that deliver the greatest outcomes.He further observed that maintaining focus is essential to delivering exceptionalquality. It's easy for an organization in today's business climate to chase the latestfad, shift from one priority to the next, and pursue the flavor of the month. But theRitz-Carlton understands what's important to its guests. In Mr. Cayuela's words, thetop three priorities of guests are:A clean roomTimely service• Delivering on promisesAn unwavering focus on these priorities creates what's known as the "Ritz-CarltonMystique." The “Mystique" is the legacy of the Ritz. It's the combination of emotionand tradition to deliver memorable experiences for guests. Mr. Cayuela told me thatthe Mystique began when Mr. Cesar Ritz set out to create a hotel that would "wow"royalty in Europe. In that day, most hotels had restrooms down the hall, shared bymultiple guests. Ritz had a different vision: to put restroom's in every guest's room.That was the beginning of legendary service that focused on the needs and desiresof guests. Rather than focusing on everything, Ritz focuses on its highest priorities.To manage the "Mystique," the Ritz usesa CRM (customer relationshipmanagement) system- also called “Mystique". When I asked one employee for anexample of how they maximize their CRM, she said that the preferences of a guestare noted in the system. Let me give you a personal example.Jan 2022Page 3 of 6 We had never stayed at a Ritz-Carlton before, but because we were celebrating our 25thwedding anniversary, we decided to do something extra special. Upon our arrival, ourroom was a bit warm on the first night of our stay. We shared this with the front desk,and they kindly replaced the thermostat in our room. The next day, the room was stillwarm, so our concierge took the initiative to show us two rooms, and then let us choosethe room that we liked the most. We happily chose the colder room, and a Gentlemanhelped us move our luggage to our new room.A couple of days later, when I asked our concierge about how they use the “Mystique" todeliver great service, she reminded me of the issue we had with our room. "We knowyou like a cool room," she said. "In fact, we showed you two rooms, the first of which hada nicer view, but you chose the other room because it was colder. If you had to choosebetween a cool room and a better view, you would choose the cooler room." Then sheadded, "This information is now in 'Mystique,' and if you were ever to stay at a Ritz-Carlton in the future, our team would know your room preference, no matter which hotelyou stay at in the world. We would do our best to give you a room with a great view, butensuring the room is cool is the first priority."Exceptional quality is also seen in Ritz-Carlton's attention to detail, regardless of howsmall or how insignificant it might seem. When we checked in, chocolate coveredstrawberries were delivered to our room in honor of our anniversary. On anotheroccasion, when we stepped onto the elevator to head upstairs, a Gentleman from theRitz also entered the elevator to head to a different floor. On the way up, the elevatorstopped to pick up more guests. Space was limited, so what did the Gentleman workingfor Ritz-Carlton do? He stepped off the elevator to make room for more guests...eventhough he hadn't arrived to his floor. A small, simple gesture of hospitality.We were also amazed at how well each Lady and Gentleman remembered our names.They didn't slowly learn our names as our time progressed. From the very first day, untilthe time we checked out, we were greeted by name and with a smile.The biggest surprise came toward the end of our stay. At the end of my conversationwith Mr. Cayuela, he asked, “Have you ever been to Cancun before?" "No" I said."This is our first time." "Have you ever stayed at a Ritz-Carlton?" he asked. "No" I said."We're celebrating our 25th wedding anniversary, so this is something very special forus." Then he asked where we had eaten dinner since we arrived, and what our planswere for the evening. I told him where we had eaten, and that we hadn't made plans forthat evening yet. What he said next shocked me. "We have two five-star restaurants onour property, and you can't leave until you eat at one of them. I want you to be myguest."My eyes were as big as saucers. "I'll let the concierge know," he said, "and she'lIl makereservations for you at the restaurant of your choice." I couldn't believe what I washearing. I expressed my thanks over and over, and that evening was a very specialcelebration for Karen and I. The food and service were outstanding, and Mr. Cayuela'skindness and generosity was completely unexpected. That "Wow" experience is just oneexample of how the Ritz-Carlton specializes in unique and memorable moments for theirguests.

Service business is all about delivery exceptional customer experience. For earning profit and…

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My question is how to evaluate the success of ritz carlton and the above service quality gaps?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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