MARKETING SUNUMM YENI

8/7/2019 MARKETING SUNUMM YENI

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Promoting Hotel ServiceQuality through

Managing ReservationistCall-Handling Performance


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Improving Reservationist

PerformanceIf you are about to make hotel reservations for the first time, there are afew things you tought to know before you book a room , for example foryour honeymoon or romantic getaway and national holidays ect Thehotel can be one of the most expensive parts of your trip, so make sure

you dont spent more than you need to on reservations.So this studyexamines the service quality of hotels in China-Macau in my example.The hotels in Macau by acessing the IN ROLE and EXTRA ROLE serviceperformance of their frontline reservationists and handling phone callsfrom potential customers. Well, What is handling phone calls. A call

centre is a central place where customer and other telephone calls arehandled by an organization, usually with some amount of computerautomation. Typically, a call center has the ability to handle a considerablevolume of calls at the sametime to screen calls and forward them tosomeone qualified to handle them. And to log calls. Call centres can beany of the following.


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INTRODUCTIONMacau has experienced a booming tourism industry since 2000. Touristnumbers jumpud drastically from 9.16 million in 2000 over 23 million in2008.This boom in the tourism industry and an increasingly diversifiedsource of tourists industry and an increasingly diversified source of

tourists not only lead to the increased in the number of hotel and hotelrooms 886816792 in Macau. That means that the hotels are neededalso more employees and of course they have to speak English and otherlanguages fluqently. Firstable the employers are being forced to lookoverseas for staff. The performance of important employees varies.

Because some have no previous relevent work experience , so the hotelsgenerally cannot afford to wait to hire qualified people. Monitoring thecall handling performance of reservation agents is a key challenge forhotel managers in Macau.They have studies on the performance of callhandling by hotel reservationists are scarce existing studies mainly focuson travel agents in terms of room booking yield management and

reservation forecasting.


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LITERATURE REVIEWAssesses the perceptions of service quality in China s hotel industry, fromthe perspective of both, international tourists and hotel managers. Theperformance of frontline employees is particularly crucial in affecting theway that customers perceive service quality during the service encounterprocess, because they have direct and significant customer contact.

What the customer always want is,y availibility of a reliable wake up cally helpfullness of hotel staffy hotel staff ability to provide prompt service, provide the most satisfactions

At the front desk is firstable important---housekeeping and parkingemployee performance. So hotel reservationists as frontline personal play a

crucial role in shaping customer evalution of service quality. They willalways be anticipate friendliness by service provides and they must haveexpectations about the in role and extra role and what they includes. Thepurpose of ths study is to empirically explore the relationship amonghuman resource managment practise, service of a guest you may not awareof the sheer number and variety of roles.


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IN ROLE performans is highly correlated with jobsatisfaction, and organizational commitment andcommunication.EXTRA ROLE service behaviour in contrastis an extension of formal role requirements and it oftenreferred to as organizational citizenship behaviour.Both

types of performans have been shown to have importanteffects on the overall financial performance of sales andmarketing organizations.

Following basic qualifying actions that hotel reservationists

are normally expected to perform when assessed.--answer the phone within 3 rings or places the call in queue

with a recording to please hold (94.7 %)

--states hotel and department name (94.7 %)

--offers a choice of smoking or not (42 %) ect..


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METHODOLOGY

As a hotel employee, you will work either front of house orback of house whether the hotel is five stars or three.Eitherthree stars hotels in Macau had suffiently high servicequality and should have had their own policies andstandarts for calling managment.(Table4 they have gotcongratulations even) The first problem is the section

aimed to test IN ROLE behaviour of their reservationistsicluding their phone ettiquette on hold time.


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FINDINGSy Overall in role peformans in handling reservation

callsy Answer phone within 3 ringsy

The callers were often transfered between front deskofficers until the caller could speak to someone who hadsufficient proficiency in English.

y Offers pricing for room typesy Offers features and description of selected room ectyThe 3 worst performed items were,

y Asks if caller is member of a reward programy Offers choises of smoking or non smoking room andy Ussers callers name.y In both items they have to repeats details of reservation


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CONCLUSION

As conclusion although five stars hotels

performed better than their three or four-starcounterparts, there was much rooms forimprovement particularly in terms of using thecallers name and giving guests more respect and

choices.


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THANK YOU FOR LISTENING TO ME

PREPARED BY

ATiLLA SEMiHNSAL

MARKETING SUNUMM YENI

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