To help the future development of Ibis, the following recommendations are proposed:
1. For the future development, if the Ibis wants to improve the competitive advantages in the markets, it needs to have differentiation to attract customers. According to our questionnaire, the advantages Ibis have, the other economy hotels also own, so the Ibis should consider to using differentiation to enhance its brand images.
2. According to our questionnaire, all the responses show that the all interviewees choose other hotels whether they have stayed at Ibis Hotels before. And 72% responses show that they only stay at Ibis one time. These results all show that customers’ loyalty in Ibis Hotels is lower than other hotels. To address to problem of low customer loyalty, the Ibis hotel should seek to improve service for customers such as cleanliness, comfort and hospitality that considered being customers’ top priority.
3. Pursuing this further, making customer stay satisfied and complained is a must. According to the research, some customer encountered the situation that rooms of Ibis are not well maintained and some facilities are obsolete. Ibis could try to hold room inspection regularly, to make sure every room is immaculate and well kept. After all, service should be provided upon customers’ arrival not customers ask for it.
4. Focusing on minutia and delivering more resonates than before may also improve quality of service for Ibis. Encouraging service team to fulfill ideas of customer by coming through for customers in unique circumstance. For instance, Smith (2012) states it is a small convenience helping a customer get a package to post office on a tight deadline but it can be rewarded with large customer service satisfaction.
Smith, J. (2012). Be my guest: 7 ways to improve service. [online] Hotelnewsnow.com. Available at: http://www.hotelnewsnow.com/Article/7252/Be-my-guest-7-ways-to-improve-service [Accessed 17 Apr. 2015].