The Customer and Hotel Service Design at Sarova Hotels

Abstract

This research was conducted with the objective of establishing the link between the customer and hotel service design through quality function deployment. The research design was a case study of Sarova Hotels. To lay the foundation of the research, theoretical and empirical literature review was conducted which incorporated the Lens Model of Customer Choice and Kano Model of Customer Satisfaction. Primary data was obtained through interviews administered to heads of functions at Sarova Head Office and heads of departments in each of Sarova’s operating units. A total of 51 managers were interviewed. Secondary data was collected from feedback reports, service blueprint documents as well as proceedings from business strategy meetings. The study established that voice of the customer and quality function deployment play an important role in the process of service design at Sarova Hotels. It was noted that Sarova Hotels has taken steps to set up a voice of the customer system that includes collection, sharing, analysis and application of customer feedback information. The majority of managers interviewed also indicated that feedback from the customer is vital in their departmental activities and strategies. The study also identified some gaps and generated recommendations that can ensure tapping of more potential from voice of the customer not only by Sarova Hotels but also managers in the hospitality sector at large.