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Driver #4: Strives for Precision
This driver represents customer perceptions about the extent to
which the hotel and its employees fulfill commitments with respect
to basic services. It explains 17% of the variability in overall brand
perceptions.
There are three attributes in the Strives for Precision factor:
1. Have accurate details of your reservations at check-in, which
contributed to 20% of this value driver.
2. Is able to make changes to your guest information efficiently,
which alone contributed to 18% of this value driver.
3. Has front-desk staff that cares about you, the individual
traveler. This attribute contributed to 17% of this value driver.
4. Confirms your reservation details with you when you get in,
which contributed to 16% of this value driver.
Analysis of Customer Value Drivers
Customer perceptions of the hotel on each of the four drivers were
compared to perceptions of a theoretical ideal hotel as well as a
single major competitor. Customers perceive that the biggest gap
between this hotel and its major competitor is Value Driver #2:
Tries to Satisfy. As shown in the figure below, customers indexed
Tries to Satisfy at 116 for the ideal hotel, compared to 106 for the
studied hotel and 95 for the competing hotel. The numbers
represent an index that scales the respondent’s evaluation relative
to other hotels. In addition, because Value Driver #2 is the second
most important loyalty driver in the hotel category and it has the
greatest potential for the major hotel to achieve the ideal hotel
index, the major hotel should put more effort toward the Tries to
Satisfy area.
Customer Assessment
140
120
100
116
108
106
103 105
95
93
103
111
98
105
98
80
60
40
20
0
Fast & Efficient
Check-In = 35%
Tries To Satisty
Customers = 28%
Ideal Hotel
Options & Amenities
= 20%
Studied Hotel
Strives For Precision
= 17%
Competing Hotel