Ritz Carlton Case Study

Topics: Ritz-Carlton, Ritz-Carlton Hotel Company, Hotel chains Pages: 20 (602 words) Published: March 31, 2015
Ritz Carlton: The Case for
Service

Ritz Carlton Case Study
Quality management begins with the president
and the other 13 senior executives who make
up the

corporate steering committee and

the
 senior quality-management
team.

Corporate Management
They meet weekly to review:
1. product- and service-quality measures
2. guest satisfaction
3. market growth and development,
4. organizational indicators, profits, and
competitive status

Corporate Management

 Approximately one-fourth of each

executive's time is devoted to qualityrelated matters.

GOLD STANDARDS
Key product and service requirements of the
travel consumer have been translated into
Ritz-Carlton Gold Standards, which include a
credo, motto, three steps of service, and 20
"Ritz-Carlton Basics".

The Credo
The Ritz-Carlton Hotel is a place where the

genuine care and comfort of our guests is our
highest mission.
We pledge to provide the finest personal service
and facilities for our guests who will always
enjoy a warm, relaxed, yet refined ambience.
The Ritz-Carlton experience enlivens the
senses, instills well-being, and fulfills even the
unexpressed wishes and needs of our guests.


The Motto
At The Ritz-Carlton Hotel Company:

"We are Ladies and Gentlemen
serving Ladies and Gentlemen."
This motto exemplifies the anticipatory service
provided by all staff members.

The Three Service Steps
A warm and sincere greeting. Use

the guest's name.
Anticipation and fulfillment of
each guest's needs.
Fond farewell. Give a warm goodbye and use the guest's name.

Standards
Each employee is expected to understand and

adhere to these standards, which describe
processes for solving problems guests including:

detailed grooming
 housekeeping
 safety
 and efficiency standards.


Human Resources
To provide superior service, Ritz-

Carlton created its targeted
selection process to ensure a
successful match of potential
employees to employment.

Training
Upon being selected, new employees learn the

corporate culture through a two-day
orientation:



followed by extensive on-the-job
training
 and job certification.

Reinforced Values
Ritz-Carlton values are reinforced
continuously by:
 daily "line ups"
frequent recognition for extraordinary
achievement
 and a performance appraisal based on
expectations explained during the
orientation, training, and certification
processes.

Sense of Urgency
To ensure guests' problems are

resolved quickly, workers are
required to act at first notice-regardless of the type of problem or customer complaint.

Empowerment

Data With A Purpose
Daily quality production reports, derived

from data submitted from each of the 720
work areas in the hotel, serve as an early
warning system for identifying problems
that can impede progress toward meeting
quality and customer-satisfaction goals.

Data With A Purpose
Coupled with quarterly summaries of guest

and meeting-planner reactions, the combined
data are compared with predetermined
customer expectations to improve services.

Data With A Purpose
Among the data gathered and tracked over
time are
annual guest-room preventive-maintenance
cycles
 percentage of check-ins with no queuing
 time spent to achieve industry-best cleanroom appearance and time to service an occupied guest room.

Results

According to surveys

conducted for Ritz-Carlton by
an independent research firm,
92 to 97 percent
of guests leave with a very
positive impression of the
hotel brand.

Quality Commitment
As a result of its quality program, Ritz-

Carlton received 121 quality awards from
the travel industry in 2010 alone, including:
"Best Hotel Chain in the United States," by
Zagat Travel Survey; "Index Award of
Excellence," by Hotel and Travel Index;
"Alred Award" for Best Hotel Chain, by
Corporate Travel; and "Top Hotel Chain in...
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