Ace Hotel is a Hospitality organization which offers a variety of hotel services across the United States of America. It has a chain of hotels which have their headquarters based in Portland, Oregon. It was founded in the year 1999 by three Gentlemen, Alex Calderwood, Doug Herrick and Wade Weigel ( Jeinie et al., 2016). The Success of the hotel is based many things inclusive of its tools which it uses to assess the customer quality expectation, achievement and ethics consideration as it provides hotel services to the clients. The primary aim of this paper is based on an evaluation of the tools used in this hotel to measure customer quality expectations, achievements as well as the ethics and security measures the company gives to the client.
The first tool used in this hotel is the comments cards. These are used because they are less expensive and they rely on voluntary customer participation. Ace Hotels typically compose questions on quality experience on the forms which they make available for their guest. The questions are based on the quality of the food, the quality and conformability of the entire guest rooms, the quality of the staff's services provided and many others. The customers are allowed to voluntary fill these forms and drop them in a box ( Pizam et al., 2016). These are evaluated by the management and feedback on the positive and adverse comments are utilized to provide the customers with more quality services on areas needed.
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This tool measures the achievement of the client quality expectation since the customers always state what they feel about the services they have received in the hotel. My recommendation is that the Hotel should include within the content of the cards the questions relating to its weaknesses and areas the customers would like them to improve or any the services the customers would like to have in the hotel. This is very paramount as it would help the Ace know some of the weaknesses it has and develop strategies to improve on them.
The Ace Hotels also sends emails survey to its clients. The primary aim is to send the customers some critical questions on their perception of the services they received in the hotel and recommend on some of weaknesses or strengths which they viewed. A good example which this Hotel uses is the SERVQUAL survey. This tool also measures the quality of the customer survey. However, according to the organization management, the device faces some challenges. These are inclusive of influence customer responses, inaccurate and inadequate mailing list and many others. My recommendation is that this method should be improved and the management should be strict to avoid influence from the staff in customer response.
The last program which this organization uses is the employee generated customer feedback. The hotel has a program where the employees gather feedback the customers at a convenient time. They use structured and surveys. A good example which is mostly utilized in this hotel is that the receptionist or the cashier normally has a form which the customer can fill and questions they can answer as they leave the institution. This helps them in getting feedback. In my perception, this has little effect since the customer may not tell the receptionist the truth. My recommendation is that they should encourage private customer participation.
Ethics and security of data
Based on some forms of data available and ways which the Hotels used to collect data from the clients, the hotel observes ethical issues and principle. First, the customer credentials are not a necessity in the forms; the customers only leave comments not their credentials. In case they are needed, the customer has to fill consent form and be told why and their credential is valuable in the hotel. Lastly, the Hotel does not share the client's credentials.
References
Jeinie, M. H., Sharif, M. S. M., Saad, M., & Nor, N. M. (2016). Food Safety and Hygiene Practice among Hotel in Malaysia: Qualitative Approach. Environment-Behaviour Proceedings Journal , 1 (3), 150-155.
Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management , 28 (1), 2-35.
