Case Relevant Topic of Chapter – 11

 Service Employees - All staff try to remember guests’ names and anticipate their likes and
dislikes. For example, one regular customer from Europe liked his beer with no froth on top
and was amazed when staff remembered this the next time, he stayed at the Cape House. The
person giving customer the service is service. All stuff those are giving the service single
handedly the entire service there are known as service employees.
 Boundary Spanners – Khun Serm is General manager who also makes a point of
remembering the names of regular customer and regularly engages customers in
conversation. Khun Serm is counted as a boundary spanner. As we know, the employee who
have to face customer on daily basis is known as boundary spanner. I have added the
emotional part in sense that she has to keep remembering the customer names which is
stressful job. Emotional labor has to engage customer, delivering smile and making eye
contact to the customers.
 Emotional labor - Khun Serm will counted as an emotional labor in sense that she has to
keep remembering the customer names which is stressful job. Emotional labor has to engage
customer, delivering smile and making eye contact to the customers.
 Job Enlargement - Staff are provided with career opportunities at other properties and even
in other businesses (pharmaceutical, manufacturing, warehouse) owned by the private owner.
Cape House management’s philosophy is to treat staff like cousins so they are happy in their
job. As we know job enlargement means when an employee assigned or giving a different
kind of that job is known as job enlargement. Hotel management is following this method
because stuffs don’t get bored doing the same job every day to keep them motivated.
 Hire the right people – When recruiting new staff, the general manger, Khun Serm, looks
for people with a ‘service mind’ whom interacting with people and providing a smile come
naturally, who are active and eager to learn. They then go through regular training, including
English-. Regular meeting between department heads is held to coordinate activities, solve
any problems and to discuss guest feedback and complaints.
 Train for technical and interactive skills – All department heads have to provide the
General Manager with a training program each month. Staff are encouraged to read
newspapers so that they can engage in conversation with guest about important issues. On
one occasion the receptionist commented to a regular customer from a global IT firm about
 a recent news article that affected his company. The executive was impressed that staff read
so widely and remembered his company. For a service-oriented organization boundary
spanner or front-line employee have to be trained for giving better services to the customers.
If the employee not get trained, he or she can dissatisfy their customers.
 Promote Teamwork – Jessica who is a regular customer of the hotel. She told that, “I guess
it’s the fact that all the stuff, in the business center, front desk, sales manager and fitness
center, remember me. I feel comfortable and welcome”. Statement of the Jessica’s showing
the team work of the hotel company. There’s no doubting that, when the employees work
together, as a collective unit, they are more efficient. Capa house employees are working as a
team which is a good sign to satisfy their customer.