CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1SUMMARY OF FINDINGS

The staff and customers of J. Brownson Idah are aware of the role good customer
orientation play in the profit maximization of any hotel service industry.

The orientation between the front desk management and the repeat business is
high. The front desk is aware that the customer will not come back if he/she were
not satisfied with the manner in which he was attended to.

The study also reveal that the high hotel service charge affect profit maximization
of the business due to the high level of competition in the tourism industry.

The model of hotel service delivery was also found to have effect on the
organization profitability because when the hotel service is poor, the customers
look elsewhere for a better hotel service and company loses its existing customers.

5.2 CONCLUSION

There is a high level of awareness of the role good customer orientation play in the
profit maximization of a hotel service industry. Building a strong orientation with
customer will increase repeat business and the mode of hotel service delivery has
either a positive or a negative effect on the organization profit maximization and
profitability.

Finally, a good knowledge of customer orientation management is a must for every

hotel service industry.

5.3 recommendations

1. Management of J.Brownson Idah should ensure that the current level of

awareness of the role customer orientation play in the profit maximization of the
hotel service business among the staff does not fall. Rather they should create more
awareness by ensuring that specific structures that will support CRM practice are
created.
2. There should be constant training and education of the front desk in the
customer orientation practices. This will ensure changes in employees` beliefs,
behaviour and attitudes to quality.

3. There should be constant evolution of CRM practices so as to ensure constant

improvement in quality.

4. Employee input to quality should be encouraged so as to evoke total

commitment of employees in the operational end total hotel service delivery.

5. Employees should be rewarded and recognized for their quality improvement

efforts.

6. The hotel service charge should be moderate so as to retain the existing

customers and attracts new ones.
REFERENCES

Amalia, P., Ionu, P. And Cristian, N. (2008) Market Orientation: An

Interdisciplinary and complex concept. The Journal of Faculty of Economics,
1055-1059.

Appiah-Adu, K. (1997) Market Orientation and Performance: Do the findings

Established in Large Firms Hold in the small Business Sector? Journal of Euro
marketing, 6, 1-26

Asikhia, U.O. (2010) Customer orientation and firm performance among Nigerian
small and medium scale business. International journal of marketing studies, 2,
197-212

Awwad, M.S. and Agti, D.A.M (2011) The impact of internal marketing on
commercial banks market orientation. Journal of bank marketing, 29, 308-332.

Bhuian, S.N. (1997) Exploring market orientation in banks: an empirical

Examination in Saudi Arabia. The journal of services marketing, 11, 317-328

Chee-Hua, C., May-Chium, L. And Ramayah, T. (2013) Market orientation and

organization performance: the moderating role of service quality, sage journal, 3,
1-14.

Deshpande, R, and Farly, J.U. (1999) Executive Insights: corporate culture and
market orientation-comparing Indian and Japanese firms. Journal of international
marketing, 7, 111-127

Deshpande, R, Farly, J.U. and Webster, F.E. (1993) corporate culture, customer
orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of
marketing, 57, 23-37

Ekaterina, P. And Utz, D. (2014) the impact of market orientation on business

performance- the case of Tatarstan Knowledge-intensive companies (Russia).
Problems and perspectives in management, 12, 225-231.

Elllis, P.D. (2006) Market orientation and performance: A meta-Analysis and

cross- national comparisons. Journal of management studies, 43, 1089-1107
Goldman, A. And Grinstein, A (2010) stages in the development of market
orientation publication activity. European journal of marketing, 44, 1384-1409

Gray, B., Matear, S., Boshoff, C. And Matheson, P. (1998) developing a better
measure of market orientation. European journal of marketing, 32, 884-903

Greenley, G.E. (1995) Market orientation and company performance: Empirical.

Evidence from UK Companies. British journal of management, 6, 1-13.

Hilman, H. And Kaliappen, N. (2014) strategic role of customer orientation in

different strategy and organization performance Nexus: a partial least square (PLS)
Approach. Research journal applied sciences, engineering and technology, 7, 4150-
4156.

http://tourism.go.th/uploads/stat/22950.pdf

jawad, H., Fayaz, A.S and

2.6 THE NATURE OF HOTEL SERVICE

Chee-Hua et al., (2013), Hotel services are deeds, processes, and profit

maximizations which include “all economic activities whose output is not a

physical product or construction, is generally consumed at the time it is produced,

and provides added value in forms (such as convenience, amusement, timeliness,

comfort or health) that are essentially intangible concern of its first purchaser”.

Hotel Service Quality

In regard to Chee-Hua et al., (2013), research suggests that customers’ perception

of quality is based on multiple factors relevant to the context. The dimensions of

hotel service quality have been identified through the researches.

These five determinants (shown in figure 3) characterise customers’

2.7 CUSTOMER ORIENTATION MANAGEMENT (COM)

According to Mohammed, A.M. (2011), Com is an enterprise-wide mindset,

mantra, and set of process and policies that are designed to acquired, retain and

hotel service customer. COM is not a technology, though technology is a COM

enabler. Mohammed, A.M. (2011), also customer-focused business strategy which

aims to increase customer orientation and customer loyalty by providing a more

responsive and customized hotel service to each customer.

According to Mohammed, A.M. (2011), Many companies intend to build stronger

orientation with their customers called Customer Management. Com is defined as

the process of managing detailed information about individual customer and

knowing all customers “touching points” in order to maximize customer loyalty.

Ekaterina, P. & Utz, D. (2014), A customer touch point is any occasion on which a

customer encounters the brand and product from actual experience to personal or

mass communications to casual observation. Companies then provide excellent

real-time customer hotel service by using and managing customers’ individual

account information effectively. For example, companies can provide customize

customer offerings, hotel services, programs, messages, and media based on what

they know about each valued customer. COM is important for a company because

the aggregate value of the company’s customer base is a major driver of company

profitability.

COM Objectives

When an organization implementing COM, there are various descriptions on the

objectives for them, but the ultimate goal is to gain benefits. In this research, the

researcher will only discuss some selected ones which are important and relevant.

According to Mohammed, A.M. (2011), there are several objectives when

organization is implementing COM:

 1. Increase in Revenue

2. Improve global forecast and pipeline management

3. Improve win probability

4. Reduce cost of sales

5. Increase sales representative productivity

6. Promote sales representative retention

According to Kotabe, M. (2011), it is more focusing on customer-oriented

objectives.

There are four categories:

1. Customer Knowledge, meaning that firms focus on gathering appropriate

customer information, analyzing customer data, training employees, etc. in

order to improve the quality of hotel services they provide.

2. Customer Interaction, meaning that firms focus on the interactions with

customers. For example, they provide quick and appropriate response to

customer request, customizing products and hotel services, etc.

3. Customer Value, for example, customer retention improvement, increases in

customer profitability.

4. Customer Orientation, firms want to build long-term orientations with

customers by improving the hotel service quality.

According to Mohammed, A.M. (2011),

According to Mohammed, A.M. (2011),