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Drivers of Brand Value for Employees
A comparable analysis was done of the four value drivers with the
results of the employee survey. Across the six locations of the
hotel, there are substantial differences in the order of value driver
importance. For example, some business hotels consider Fast &
Efficient Check-In the number one value driver while some leisure
hotels think that Tries to Satisfy is the most important value driver.
While results were somewhat similar between the response of the
employees and the customers, the fact that employee perceptions
varied so much across hotel locations demonstrated an
inconsistency in attitudes and commitment to service customers
on the part of employees. In other words, employees at different
locations place different importance on the elements that make up
the customer experience. This is a problem because it means that
customers will have inconsistent experiences across hotel
locations and the level of employee commitment differs across
locations. This is at the heart of the internal marketing model and
demonstrates the need for strong internal communications and
employee engagement, particularly given that customers were so
consistent about what they value in the hotel brand.
Comparison to Competing Hotel
From the customer assessment perspective, the hotel we studied
is doing a better job in all four value drivers. As shown in the chart
below, the largest gaps between the major hotel and the major
competitor customer assessments are on Value Driver #1: Fast &
Efficient Check-In, which has the index difference of 12, and Value
Driver #2: Tries to Satisfy, with an index difference of 11. This
indicates that these two areas are the competitive advantages for
the major hotel.