Ramada Demonstrates Its Personal Best

Background

Customer satisfaction survey showed mid-tier hotels experience a declining trend in perceived customer service.

Ramada’s management wants to increase customer satisfaction.

Focused on 3 key areas: Hiring, Training, and Motivation

Hired 3rd party (Predictive Index) to conduct the research.

Implement Its Personal Best

Build Management - Research Questions Hierarchy

Management Dilemma: A downward trend in service level of mid-tier hotels. Ramada needs to prevent an industry declining trend.

Management Question: How can Ramada improve chain-wide hiring, training, and motivation program to influence customer satisfaction?

Research Questions:

Hiring: What characteristics indicating employees capable of delivering exceptional customer service? Which employee characteristics should be used in hiring Ramada workforce?

Training: Which training approaches are best-hospitality firms using? Which of these can be adapted to RFS?

Motivation: What employee motivation programs can deliver excellent customer service?

Investigative Questions:

Hiring: What skills and characteristics are present in Ramada's existing exceptional customer service personnel?

Training: What training approaches are used by RFS franchisees? Which approaches should be retained, modified, or removed? What do current employees think about exceptional customer service?

Motivation: What motivation programs have been successfully used by franchisees? How do employees consider motivation programs? What do they like and dislike about such programs?

Measurement Question: Questions for interview

Management Decision: See answers in question no. 3

Explain the role and process of exploration in Ramada's research!

Primary Data: Formal and informal interview with managers and employees

Secondary Data:

Case Study Design of Disney, South West Airlines, TGIF

Subscribed to Shifflet's study of customer perceptions

Conferred with American...