Chapter13: Services Marketing
Section: Chapter Questions
Problem 5DYMP
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1. Evaluate Ritz-Carlton’s success in closing the service quality gaps from the case study.
The Gap Model of Service Quality
Gap 1: Requirements gap
Gap 2: Design gap
Gap 3: Conformance gap
Gap 4: Communication gap
Gap 5: Satisfaction gap
My question is how to evaluate the success of ritz carlton and the above service quality gaps?

Transcribed Image Text:BMK302/03 Services Marketing
Assignment 1
EXCEPTIONAL QUALITY
Several years ago the Ritz-Carlton did a complete evaluation of the quality of service
throughout the entire organization. Mr. Cayuela noted that at the core of their quality
improvements was a commitment to innovate, document results, and then document
the processes that deliver the greatest outcomes.
He further observed that maintaining focus is essential to delivering exceptional
quality. It's easy for an organization in today's business climate to chase the latest
fad, shift from one priority to the next, and pursue the flavor of the month. But the
Ritz-Carlton understands what's important to its guests. In Mr. Cayuela's words, the
top three priorities of guests are:
A clean room
Timely service
• Delivering on promises
An unwavering focus on these priorities creates what's known as the "Ritz-Carlton
Mystique." The “Mystique" is the legacy of the Ritz. It's the combination of emotion
and tradition to deliver memorable experiences for guests. Mr. Cayuela told me that
the 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 by
multiple 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 desires
of guests. Rather than focusing on everything, Ritz focuses on its highest priorities.
To manage the "Mystique," the Ritz uses
a CRM (customer relationship
management) system
- also called “Mystique". When I asked one employee for an
example of how they maximize their CRM, she said that the preferences of a guest
are noted in the system. Let me give you a personal example.
Jan 2022
Page 3 of 6

Transcribed Image Text:We had never stayed at a Ritz-Carlton before, but because we were celebrating our 25th
wedding anniversary, we decided to do something extra special. Upon our arrival, our
room 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 still
warm, so our concierge took the initiative to show us two rooms, and then let us choose
the room that we liked the most. We happily chose the colder room, and a Gentleman
helped us move our luggage to our new room.
A couple of days later, when I asked our concierge about how they use the “Mystique" to
deliver great service, she reminded me of the issue we had with our room. "We know
you like a cool room," she said. "In fact, we showed you two rooms, the first of which had
a nicer view, but you chose the other room because it was colder. If you had to choose
between a cool room and a better view, you would choose the cooler room." Then she
added, "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 hotel
you stay at in the world. We would do our best to give you a room with a great view, but
ensuring the room is cool is the first priority."
Exceptional quality is also seen in Ritz-Carlton's attention to detail, regardless of how
small or how insignificant it might seem. When we checked in, chocolate covered
strawberries were delivered to our room in honor of our anniversary. On another
occasion, when we stepped onto the elevator to head upstairs, a Gentleman from the
Ritz also entered the elevator to head to a different floor. On the way up, the elevator
stopped to pick up more guests. Space was limited, so what did the Gentleman working
for Ritz-Carlton do? He stepped off the elevator to make room for more guests...even
though 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, until
the 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 conversation
with 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 for
us." Then he asked where we had eaten dinner since we arrived, and what our plans
were for the evening. I told him where we had eaten, and that we hadn't made plans for
that evening yet. What he said next shocked me. "We have two five-star restaurants on
our property, and you can't leave until you eat at one of them. I want you to be my
guest."
My eyes were as big as saucers. "I'll let the concierge know," he said, "and she'lIl make
reservations for you at the restaurant of your choice." I couldn't believe what I was
hearing. I expressed my thanks over and over, and that evening was a very special
celebration for Karen and I. The food and service were outstanding, and Mr. Cayuela's
kindness and generosity was completely unexpected. That "Wow" experience is just one
example of how the Ritz-Carlton specializes in unique and memorable moments for their
guests.
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