An Investigation into the system - “Ritz-Carlton Mystique” CRM system influencing Guest Satisfaction and Guest Loyalty in The Ritz-Carlton Hotel Hong Kong

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

This research has highlighted the importance and benefits of integrating and developing Customer Relationship Management. Through analysing the case of the Ritz-Carlton hotel of Hong Kong, the author has highlighted the impact of quality customer services on the guests retention and guests satisfaction. Furthermore, the survey provided the idea about the higher level of customers that are being provided at the hotel and how it has been able to become the most famous hotel through its customer services. By adopting a mixed methodology the author tried to present the opinion of both the sides, i.e. guests and staff members.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Research Background1

Research Aims1

Research Objectives1

CHAPTER 2: LITERATURE REVIEW3

Introduction3

The Concept of Service Quality4

Customer Service Theory7

Customer Satisfaction8

Relationship between Service Quality and Customer Satisfaction9

Satisfaction and Customer Loyalty12

Service Quality and Customer Loyalty14

Integration of Customer Relationship Management System14

CRM and Ritz Carlton18

CHAPTER 3: METHODOLOGY22

Research Philosophy22

Case Study- Research Strategy23

Data Collection Method24

Primary Research24

Secondary Research24

Sample Size25

Ethical Consideration25

Consent25

Deception25

Debriefing26

Withdrawal from the investigation26

Confidentiality26

Protection of participants26

Observation research26

Giving advice26

Research undertaken in public places27

Data Protection27

CHAPTER 4: FINDING AND ANALYSIS28

Introduction28

Result28

Questionnaire Result from Guest Relationship Officer28

Customer Survey Results32

Interview Results35

Interview Analysis37

Mystique CRM programme- the Ritz Carlton Hotel38

CHAPTER 5: CONCLUSION40

REFERENCES43

APPENDIX A49

APPENDIX B52

TABLE OF FIGURES

Figure 1: Satisfaction-Service Quality Model11

Figure 2: ECIS Model13

Figure 3: ACSI Model13

Figure 4: SWICS Model13

CHAPTER 1: INTRODUCTION

Research Background

In today's competitive environment, restaurants are in a constant quest to achieve competitive advantage. This competitive environment has forced the hotel managers to focus on continuously enhancing their customer services in order to keep bringing back their customers the Ritz-Carlton hotel has become increasingly popular due to highest quality of services and increased level of customer satisfaction. The hotel has been famous for its customer relationship and customer services which gives the hotel a competitive edge over other hotels and customers do not feel paying amount against getting a valued services. This research is focused on studying the importance of customer relationship management and how it can be used for increasing customer satisfaction and customer retention.

Research Aims

This research is designed:

To evaluate “The Ritz-Carlton Mystique” influencing guest engagement within The Ritz-Carlton Hotel Hong Kong.

Research Objectives

To identify the relationship between Service Quality and Customer Satisfaction.

To understand the relationship between service quality and customer loyalty.

To review the functions of “The Ritz-Carlton Mystique” and the application to guest relations department in The Ritz-Carlton Hong Kong.

To evaluate the value of “The Ritz-Carlton Mystique” system and customers relationship management on increasing guest satisfaction and guest loyalty in The Ritz-Carlton Hong ...