Forum for People Performance Management and Measurement - Hotel Study Forum for People Performance Management and Measur | Page 5

Drivers of Brand Value for Customers
For all six hotel locations, spanning both business and leisure
locations and union or nonunion employees, the customer value
drivers were the same, and ranked in the same order of
importance. The drivers are identified and described below. They
were named based on their attribute, benefit and value
components.
Driver #1: Fast & Efficient Check-In
This driver represents customer perception of the check-in
experience and explains 35% of the variability in overall brand
perceptions. Fast and efficient check-in has three main elements:
1. The hotel has an adequate number of front-desk staff for
checking in guests. This attribute contributed to 22% of the
value driver.
2. Has an efficient check-in process. This attribute contributed to
21% of the driver.
3. Has no long line to check in, which contributed to 19% of this
value driver.
Driver #2: Tries to Satisfy Customers
This driver represents perceptions about how committed
employees are to customer needs. It explains 28% of the
variability in overall brand perceptions. The three main elements
of this driver are:
1. Has front-desk staff that makes you feel welcome. This
attribute contributed to 23% of the value driver.
2. Has front-desk staff that proactively works to ensure your
satisfaction. This attribute contributed to 23% of the value
driver.
3. Has a pleasant décor, which contributed to 17% of the driver.
Driver #3: Options & Amenities
This driver represents perceptions about the interpersonal service
provided by the hotel as well as the pricing and amenities offered.
It explains 20% of the variability in overall brand perceptions.
There are three attributes in the Options & Amenities factor:
1. Employees have a pleasant phone manner. This attribute
alone contributed to 18% of this value driver.
2. Front-desk staff is knowledgeable about area restaurants and
sites, which contributed to 18% of the value driver.
3. Offers you upgrades for free or at attractive rates. This
attribute contributed to 15% of the value driver.