Miscommunication within a hotel hierarchy - Research Paper Example

?Miscommunication within a hotel hierarchy Introduction In hospitality industries every activity of an organization or employee communicates a message to the customers. Miscommunication and misinterpretation are not restricted to written messages or conversation. Mere disposition of the employees could signal or give a message to the client that could be favorable or unfavorable to the business. A hotel in cosmopolitan city is a confluence of people with diverse nationalities and cultural backgrounds, where every communication with reference to hotel booking, travel, room service or food needs to be precise for building up reputation. This paper aims to study the impact of miscommunication on the operations and customer relationship. Research Questions The paper seeks to study and analyze the issues related to miscommunication and misinterpretation in the hotel industry with reference to the following: 1. What are the impacts of miscommunication and misinterpretation on the management of operations and customer relationship within a hotel hierarchy? 2. What are the areas where miscommunications create problems in the operations of the business? 3. How can miscommunication affect the customer relationship in the business? 4. How the management of the operations and customer relationship could be improved by addressing the problems arising out of miscommunication? Research aim The study aims to assess the impacts of internal and external miscommunication on the management of operations and customer relationship in the chain of command in a hotel with a view to formulate a strategy and recommend measures to minimize the level of miscommunication and misinterpretation. Research Objectives 1. Implementing an action plan covering the areas where there are chances of miscommunication with corrective measures to improve the operations of the management. 2. Taking steps to avoid miscommunication or keep it at the minimum level in customer relationship. 3. Implementing procedures at all levels to improve the channels of communication, vertical and horizontal, within the organization and with the customers for better management operations and customer service. Analysis The management operations with reference to an organization involves employee relationship, facilities management, public relations, efficient utilization of resources, accounting and finance as well marketing and customer relationship. Efficient communication at all levels is important for the successful operation of a company. The communication in general parlance within the hospitality industry, especially in hotels is mostly customer-centric or customer oriented, because the organization needs to be in constant touch with the customers, unlike other industries where the customers are usually dealt with by sales and service departments. Therefore, the customer relationship is the central theme, and all the administrative and management functions are focused on personalized service to the customers aiming customer satisfaction. It is very important to identify the areas where there are chances for miscommunications for taking corrective measures to improve the operational efficiency of the management with a view to improve the management operations and the level of customer satisfaction. Customer profile in hotel industry The customer profile is varied on account of various factors which include cultural differences, nationalities, languages spoken and economic differentials to name a few which could act as barriers of communication or lead to miscommunication or misinterpretation. Also, the type of customer and reasons for their stay could be classified under several categories such as business, tourism, government service, local, international, personal, official and so on. The duration of stay varies according to the type of customers and purpose and the type of service varies with the duration of the stay also. There are individuals and corporate companies as customers. The business in respect of corporate companies could be related to the stay of executives of the companies from other cities, conferences, seminars or training programs. Similarly, meeting or conference halls could be booked by the people from affluent sections of the society for marriage receptions, birth-day or other parties. Also, there are specialized event management companies which regularly use hotel venues for events of diverse nature. Basically, the understanding of the customers, their needs, degree of their importance to the business, issues with regard to satisfying their ego, the group to which they belong and their status in the society are all crucial factors to be taken into account while formulating the strategies or action plan. The need for intervention of the employees or executives at various levels in the area of customer service in hotel hierarchy is based on the type of customers and their profile. Developments in technology and telecommunications and movement of capital and displacement of people from place to place across the globe in the backdrop of economic liberalization and globalization paved way for exponential growth in hospitality industry. In this scenario, establishing the highest standards of communication at personnel and customer level is a great challenge to the industry, especially hotels, despite the advanced technologies adopted in the industry for faster and reliable communications. Formation of groups on various issues apart from the business and industries cutting across the borders of the nations due to developments taking place in media, social networks and various international forums has also underlined the importance of social identity theory in communications. There are several barriers to communication such as language, religion, cultural differences and so on. For example, cultural differences could be an area for miscommunication mainly on account of lack of understanding on the part of the service personnel. The various aspects of the social life including food and costumes vary according the climate conditions of the place where the community lives, and a good manners according to one community may not be acceptable to another community as per their custom. Therefore, in order to minimize the level of miscommunication, the hospitality industry is expected to possess cultural expertise and good knowledge about the customs and habits of the different social groups through proper mix of employees from different ethnic groups. Status Hotel industry is closely linked to ‘status’ factor in the society. The hotel acts as a status symbol, because where people stay is a matter of their position in the society. The status as perceived by different groups in a society is based on several factors. The customers are identity conscious with great expectations and sophistication in this industry. The undercurrents prevailing in the society in terms of geography, color and religion need to be decently diplomatically handled in the normal day to day functions in order to maintain high level of service. The communication in this context, as a strategy, assumes a significant role for the growth and development of an organization.  Social Identity theory Scott, C. R. (2007) states that considering the interactive nature of most work groups and organizations, the integration of SIT and communication in identity-based research is especially promising for better understanding vital issues related to identification and organization. The patronage extended by the customers is predominantly based on the group to which they belong. Customer loyalty in hospitality industry ensures patronage by the individual and over a period of time by his social group as well. Social identity is the underlying factor in a group, and communication plays an important role in nurturing the relationship with different social groups, because participation of the prominent individuals of a group can influence the behavior of the group. Willer, R. (2009, p. 11) states that the theory [Status Theory of Collective Action] predicts that individuals who contribute to collective action earn improved status, as well as other social and material benefits, because their contributions indicate their group motivation. Service recovery Service failure in hotel industry needs to be tackled with patience and tact. The customer should be implicitly convinced that their comfort and convenience is a matter of great importance to the hotel. The sincerity and dependability hinges on efficiency in communication and resolution of uncertainties at this crucial juncture. Simons, J. V. (2004) states “Service recovery refers to steps that are intended to identify and correct service failures or quality problems” (p. 13). Sometimes miscommunication also causes service failure. The frustration arising out of miscommunication, misinterpretation or service failure will be translated to understanding and goodwill, if properly handled to the satisfaction of the customers with utmost courtesy. This process may convert a complainant into a friend and make the relationship enduring. Communication and the expectation of the customers Zhang, W. & Kim, M. (2010) states that research into customer complaint management has attracted researchers from various academic disciplines, including marketing (e.g., Fornell et al. 1984; Lovelock et al. 2004), customer behavior (e.g., Blackwell et al. 2006; Gilly & Gelb 1982), psychology (e.g., Brown & Leigh 1996), and service management (e.g., Tax & Brown 1998). Despite such studies, research (e.g., Bounchen 2002) reveals that hotel industry is slow in adopting formal and systematic knowledge management practice and appears lacking the ability to plan strategic and practical progress. (p. 1) Expectation of the customers varies according to several factors which are mostly personal in nature. The empathy and understanding on the part of the customers is essential to avoid misinterpretation and miscommunication. It is important to assess the responsibilities required in the performance of a job while assigning jobs to the personnel. Failure to allocate the job responsibilities to the people with the required knowledge, training and experience in dealing with a particular group of customers invariably results into miscommunication and misinterpretation in day to day activities. For instance, proficiency in American English is essential for a person employed in room service in respect of an American customer. This will give clear signal that the customer is recognized and respected, and the hotel is sincere in giving good service. The chances for miscommunication are eliminated in this process on account of better rapport with the customer. When the first impression turns out to be bad, the frustration of the customer makes the communication process worse in spite of the best efforts on the part of the employee. Also, the organizational communication between the employees and management should be well integrated with the customer relationship policies. Ayupp & Chung (2010) states “the better the flow of communication between managers and employees, the more positive would be their perception toward empowerment…By having an open communication channel and access to organizational information, employees will be able to see the "big picture" and have a better understanding of their roles…” (p.567) Miscommunications in the customers’ domain It is also important to analyze the issue of miscommunication in the customers’ domain, because word-of-mouth referrals have great implications on the success of the business if they are advantageous. However, any miscommunication by the customers would be disadvantageous and affect the business seriously. Miscommunication about their dissatisfying experience with regard to quality of the service or attitude of the management should be carefully avoided by striking cordial note to the customers with efficient communication strategies, say birth day wishes, for example. Kirsti, L. (2011) states “word-of-mouth referrals are perceived as a strong and meaningful source of communication among customers. The hospitality industry is particularly concerned with word of mouth recommendations, due to the intangible nature of its product, and the fact that it is personal experience that forms the basis of the consumer’s assessment of the service”. (p. 3) Measures for overcoming miscommunication Training Misunderstanding is the primary cause for miscommunication and misinterpretation. The management should introduce training programs to the employees in this respect. Firstly, the employees should be trained to assess the customers’ needs based on the various factors discussed. For example corporate clients could be more liberal in authorizing various charges. Secondly, training is needed to overcome the barriers to communication, for example, language, country of origin, religious and cultural background. Customer Relationship Management Techniques (CRM) Information about the regular clients should be maintained for continuous interaction with them. In this manner, the preferences of the customers, their habits and other needs could be readily assessed for superior customer service. The adoption of CRM techniques could improve the communication levels in an organization for effective management. Dominici, G. & Guzzo, R. (2010) states “Since the cost of attracting new customers is higher than the cost of retaining the existing ones, in order to be successful managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. This is especially true in the hotel industry”. (p. 3) Standardization of procedures Standardization of procedures offers minimum scope for miscommunication and misinterpretation. For example if standard use of words and phrases within the organization in line with the industry practice is adopted, misinterpretation could be eliminated. This will also help customers to understand the employees. Communication and Service recovery Friedman, N. (2003) lists out seven steps to service recovery: 1. Accept 100% responsibility, 2. "I'm sorry" does work, 3. Empathize immediately (ex. What an unfortunate situation), 4. Immediate action, 5. Ask what would make them happy (if the client is difficult), 6. Understand the true meaning of service recovery (solve it once for all) and 7. Follow Up (golden rule for ensuring achievement). It is pertinent to note that the modern communication consultants recommend these steps to make the communication process effective and meaningful. In respect of miscommunication in the customers’ domain according to Kirsti, L. (2011),”The managerial efforts should be focused on helping the first time customer through the regret phase by reducing the aroused cognitive dissonance and improving the dissonance- provoking acts of their service”. (p. 42) Common Minimum Procedures with a basic ethical approach There are various types of customers with different cultural backgrounds. Therefore, common procedures understandable and acceptable to all the groups could be evolved with variances for major groups for example, ladies, old aged and children in terms of basic human values and law of the country, which can act as a benchmark. Usually in any business, violation of these common procedures results into conflicts with the customers as these procedures would be grounded on fair, reasonable and ethical principles. Once this policy is understood at all levels by the employees, they can make reasonable adjustments based on the practical circumstances and priorities with the underlying spirit of the policies. Conclusion There are several challenges, both internal and external, in organizational communication. The objectives outlined with reference to the miscommunication in hotel industry could be achieved through management initiatives, employee participation and implementation of techniques such as CRM in the organization. Making reforms in the system of communication in line with the social and technological developments is a continuous process in mobilizing employees to work towards the achievement of the organization’s goals. References Ayupp, K. & Chung, T. H. (2010) Empowerment: Hotel employees’ perspective, Journal of Industrial Engineering and Management, Vol: 3 Issue: 3 pp. 561-575. Retrieved on March 10, 2011, from http://www.jiem.org/index.php/jiem/article/view/166/81 Dominici, G. & Guzzo, R. (2010). Customer Satisfaction in the Hotel Industry: A Case Study from Sicily, International Journal of Marketing Studies, November 2010. Vol: 2 Issue: 2. Retrieved on March 10, 2011, from http://www.ccsenet.org/journal/index.php/ijms/article/view/8103/6143 Friedman, N. (2003) Seven Steps to Service Recovery, Answerstat. Retrieved on March 10, 2011, from http://www.answerstat.com/articles/3/06.html   Kirsti, L. (2011) Word-of-mouth Communication in the Hospitality Industry, CERS Center for Relationship Marketing and Service Management, Retrieved on Marfh 11, 2011, from http://www.hotelschool.cornell.edu/chr/pdf/showpdf/chr/research/wordofmouth.pdf Scott, C. R. (2007). Communication and Social Identity Theory: existing and potential connections in organizational identification research. High Beam Research, Retrieved on March 10, 2011, from http://www.highbeam.com/doc/1G1-165575209.html Simon, J. V. (2004). Reliability-based analysis of service recovery. The International Journal of Quality & Reliability Management, 21(1), 11-31. Willer, R. (2009). A Status Theory of Collective Action, University of California, Berkeley, Retrieved on Marfh 10, 2011, from http://willer.berkeley.edu/Willer2009b.pdf Zhang, W. & Kim, M. (2010). A Systematic Knowledge Management Approach Using Object-Oriented Theory in Customer Complaint Management Information Management and Business Review Vol: 1 Issue: 1 pp:1-10. Retrieved on Marfh 10, 2011, from http://www.ifrnd.org/IMBR/1(1)%20Nov%202010/A%20Systematic%20_Knowledge.pdf Read More