UNDERSTANDING CONSUMERS THROUGH RESEARCH –
HOTEL & TELECOMMUNICATION INDUSTY
AMRIT PRASAD(76) | KARAN RAO(95) | DHRUV RAJPAL(90) | PRANAV PANDEY(106) | SHILPI SWARAJ(122) | SHUBHAM DHAWAN(126)
WHY CONSUMERS RESEARCH?
Voice of the consumers
Improving conversion rates
Grow Business
Spot Business Opportunities
Reduce Business Risks
OBJECTIVES OF RESEARCH
Discover consumer requirements
Monitor and track service performance
Assess gap between consumer expectation and perception
Identify dissatisfied consumers
Gauge the effectiveness of changes in service delivery
Determine consumer expectation expectations
Forecast future expectations of consumers
TYPES OF RESEARCH METHODS
SERVQUAL METHOD
CONCEPTUAL MODEL ON CONSUMERS
Consumers' perception of service quality is
as a result of an evaluation of the gap
between expected service and perceived
service .
The latter is influenced by attributes of the
service delivery process, whilst expectations
are influenced by personal needs, word-of-
mouth communication and past experience
It is, therefore, important to first identify
what guests perceive as quality so as to
provide service at the quality level desired
by them.
CRITICAL INCIDENT STUDIES
To identify “best practices” at transaction level.
To identify consumer requirements as input for quantitative studies.
To identify common service failure points.
To identify systematic strengths and weaknesses in consumer-
contact services.
TRAILER CALLS
Popularly known as POST TRANSACTION CALLS.
To measure effectiveness of changes in service delivery
To assess service performance of individuals and teams
To use as input for process improvements to identify common service failure.
To obtain immediate feedback on performance of service transactions.
KEY FACTORS TO GAPS
Inadequate Customer Research
Orientation
Insufficient Consumer Research
Research not focused on service
quality
Inadequate use of market research
Lack of Upward Communication
Lack of interaction between
management and consumers
Insufficient communication between
contact employees and managers
Too many layers between contact
personnel and top managers
SERVQUAL MODEL – TELECOM INDUSTRY
RELIABILITY:
R Telecom Industry should meet the promised services like network reach and data speed.
ASSURANCE:
A To gain the trust of customers , telecom industry should must all customer information secured.
TANGIBLES:
T Website and mobile App should be user friendly.
EMPATHY:
E Understand individual needs and anticipate customer needs.
RESPONSIVENESS:
R Telecom Industry should have a customer service team that’s top notch and always willing to help.
RESEARCH LEARNINGS
Network quality: key to a smooth app experience
Customer care: too often a pain point
The cost of using cellular services
Network Anomalies.
SUGGESTIONS/ACTIONS/STRATEGIES
Building ecosystems around the “internet of things”
and focusing on specific industries or services.
Merging with content providers to own the data.
Ethnographic (thick data) combined with big data is a
quick way into the lives, feelings and motivation of
telecom customers.
Example: LG Plus, China Telecom.
HOTEL INDUSTRY
SERVQUAL MODEL – HOTEL INDUSTRY
RELIABILITY:
R Hotel should thus strive to be reliable at all times and never to over-promise when they cannot deliver a certain product as in food and beverage
items or other services.
ASSURANCE:
A Hotel in this instance should at all times assure its clientele that it offers the best service.
TANGIBLES:
T Everything about the hotel property will be assessed through photos and reviews before a visitor even chooses to purchase a room.
EMPATHY:
E Deficiencies of employees at the hotel and the requirement for best service and occasion facilitating have seen an expansion in sizes, extending
the stuff-customer proportion.
RESPONSIVENESS:
R The hotel employees should have the capacity to attend to guests’ inquiries, queries and complaints timeously, and thus quality of service is
optimized and guest satisfaction is enhanced
A SERVICE ENCOUNTER CASCADE
SEC is the “moment of truth”
Occurs any time the customer interacts with the firm
Can potentially be critical in determining customer
satisfaction and loyalty
Types of encounters:-
remote encounters, phone encounters, face-to-face
encounters
An opportunity to:
build trust
reinforce quality
build brand identity
increase loyalty
KEY FINDINGS
Your guests can be your most powerful
marketing tool, or your biggest
detractors.
Guest satisfaction is a clear indication of
your hotel staff’s ability to provide the
experience that is expected when they
book a stay at your hotel.
A positive guest experience is one of the
best ways to continue to build your
brand.
STRATEGIES
Reach out with post-booking communication
Offer freebies and complimentary services
Implement in-room technology
Be proactive
Reward repeat guests
Use guest feedback to make future decisions
