Discuss and evaluate the results and make recommendations for further research into the matter.
Employees attitudes and behaviours towards creating customer delight within London’s luxury hotel market: a social perspective
In the hospitality industry, hotels have to seek ways to differentiate and wisely use the concept of customer delight in attaining and keeping customers. At the same time, the hotels’ management must carefully be able to delight its employees, too, while balancing their guests’ delight. London luxury hotel market comprises of a broad range of names and brands. Overall, their place on the market is set by the services they offer, quality and reputation. According to Guest and Conway (2002), employees attitudes will influence their behaviour. Guest and Conway (2002), also highlight that attitudes can be changed depending on various factors such as job satisfaction or organisational commitment.
On the luxury hotel market, the employees’ behaviour is a critical factor in achieving a five-star reputation. The behaviour and interrelationships of people at work, featured in the social exchange theory will be tested within the context of London luxury hotel market. The outcome of the research is to find how will the attitudes of employees, influence the ongoing delivery of customer delight.
The concept of customer delight involves providing additional unanticipated benefits along with the core product to any customer, leaving him/her surprised with excitement, positive feelings and happiness (Keiningham and Vavra, 2010). On the London hotel market, prevailing and changing tastes of existing and potential customers concerning the offered products constitutes a primary activity for the hoteliers. Therefore, merely satisfying customers may not be adequate to stay ahead in such a competition and hotels must put greater emphasis on gaining loyal customers through customer delight. However, it all depends on the way the employees manage these situations.
According to Rust and Oliver (2011), a hotel will be able to provide continuous and uninterrupted delight to its guests once it has a good delight management strategy. The importance of engaged and happy employees for delighting the customers in the process of delivering experiences must always be acknowledged and sought by the hotels.
The following research will focus on analysing a management-performance causal chain:
impact of background factors on employees’ attitudes towards their organisation and asses how it will influence their behaviours towards delighting the customers. The primary purpose is finding the likelihood of the employees to exceed their customers’ expectations on an ongoing basis, within the context of London’s luxury hotels market.
To form the research hypothesis, the researcher considered:
- an exchange process determines social behaviour;
- two employee background factors: individual and organisational;
- two critical attitudes: job satisfaction and organisational commitment;
- the environment of luxury hotels employees.
H1.: There is a direct association between the employees’ background factors as significant influencers of their job satisfaction and employees’ organisational commitment.
H2.: The satisfaction level towards their organisation will indicate that employees will engage in reciprocity and delight customers.
H3. There is a direct association between the background factors and delivering customer delight.
The present study attempts to achieve the following objectives:
- To establish how the individual and organisational background factors have the power to create employees’ attitudes towards their organisation by making use of secondary research of scholarly literature, books, articles and similar existent research studies.
- To explore the concept of customer delight with empirical evidence and determine the nature of social exchanges impacts upon customer delight.
- Make use of quantitative research methodology to develop and collect questionnaires from at least four luxury hotels within London to investigate the likelihood of their employees to exceed their customers’ expectations on an ongoing basis.
- Discuss and evaluate the results and make recommendations for further research into the matter.
After a thorough exploration of the literature, it emerged that there is increasing interest in exploring the concept of customer delight. There is not much written on what influences an organisation employee to engage in exceeding customers’ expectations continually, thus delighting the customers and to what extinct this would happen. Finding the connection between the psychological contract (PPC) and the delivery of customer delight will provide a clear explanation of why PPC matters for the overall success of an organisation and would highlight how an organisation can map its road towards an employee and customer delight culture.
To facilitate the understanding of employees attitudinal and behavioural outcomes, the concept of the psychological contract will be analysed. The researcher will explore the literature findings in conjunction with the influence that the psychological contract might have on the behaviours towards customers.
Psychological contract –
The psychological contract
Rationale and Research Question
The research question is probably the most critical task in the research process because the question becomes the influential force behind the research-from start to finish. Research questions are the number of essential issues that the research course will tackle. Often, the foundation of research objectives is built by sharp research questions (Saunders et al., 2015).
The main research question for this study is:
Within the context of the London luxury hotel market:
How will the attitudes of employees, influence the ongoing delivery of customer delight?
The employee attitude survey – to learn about the views and opinions of the four stars hotels employees on issues regarding delighting customers and their role within the organisation. This will help the researcher understand the different needs of the organisation from the perspective of the employees.
It will be done by fielding employee attitude surveys questionnaires. They will be undertaken under the course of one month to check the pulse of the workforce within the four stars hotels regarding their attitude towards guests.
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