CASE STUDY: BOUTIQUE HOTEL Introduction
The hotel market has been faced by stiff competition which brings the need for different hotel entities to reinvent and rebrand themselves so as to cope with the exponentially growing competition. Anyway, boutique hotels are not excluded in this gradual competition growth as they strive also to remain competent to customers in provision of quality services. Botique hotels is one of the emerging business in the market. Its goal is to always provide business to specific customers by establishing themselves. To sum up, boutique hotel basically provides unique services and experience to its customers as compared to traditional hotel services. owever, despite the greater potential in boutique hotels, there are a number of factors and issues that affect the entire operation of this business. This paper analyses the operational challenges likely to encounter new boutique hotels and also to determine how the hotel can maintain consistence level of service with endangering their unique service mission. The Operational Challenges acing Bouti!ue Hotel
The botique hotels are in the group called lifestyle hotels, they vary in si!es and shape. owever they rely on creative energy and also highly customi!ed service to strive in the growing hotel industry. In addition, boutique hotels offer unique experience to quests and can be profitable in that the guest would want to come back again. owever, botique hotels face some challenges as below. The The first first chall challen enge ge faced faced by the the bout boutiq ique ue hote hotell is in term termss of the the high high init initial ial cost cost of investment investment needed. This is because because boutique boutique hotels targets at providing providing unique services and experience for their clients, the upcoming hotels may encounter challenges challenges in in figuring out which specific target to be given services. "sychographics "sychographics is is a good tool that is normally used by the management management to to determine the specific target to be given their unique services. #econdly, high maintenance cost$ in line with maximi!ing their profit their profit,, the lifestyle hotels tend to be more expensive than ordinary hotels, hotels, most customers will hesitate to have this unique experience because of the cost involved in it. This gives the management team pressure to make sure that they only offer unique unique experiences experiences to their customers to ensure that they will be considering coming back again. And lastly, in terms of being unique to provide customi!ed services for their customers the mana manage geme ment nt in char charge ge need need to seld seldom om impr improv ovee their their busin business ess and and as well well as serv servic icee management skills so as to keep up with new changing trends within trends within the lifestyle hotels, and develop good business contacts business contacts as well as partnerships as partnerships to ensure stronger market demands %&alliard, '(()*.
"ass custo#i$ation
To ensure that completely different industries are able to give specific desires of the clients, the management of the corporate tries to form their merchandise additional customi!ed and customised %&riffin +amp erres --*. /ass customi!ation is that the latest rising trend during this trade and ma0or corporations try to honour and apply this trend as a result of they needed to achieve loyal customers. Through mass customi!ation of merchandise, completely different industries are able to place further effort in guaranteeing provision of additional made$to$order service to supply. /ass customi!ation is believed to permit the business to own own addi additi tion onal al glad glad and and happ happy y shop shoppe pers. rs. 1aried ried corp corpor orati ation onss that that have have used used mass mass customi!ation of merchandise like telecommunications and computer corporations, has given method for edifice industries to try and do constant in customi!ing the services provided to their clients. Botique hotel being an uprising industry, the management is given the possibility to find out from mass customi!ation reaching to providing specific desires of shoppers in line with their lifestyles. Thus on accomplish client satisfaction, the shop edifice has been able to think about individual client demands and wishes. #ince each customer2s want varies from one to a different, customi!ation is extremely instrumental to any kind of business. The utilisation of customi!ation dictates that some factors should be taken under consideration. 3irst, one must ponder about if the customi!ation planned to be undertaken is feasible supported the delivery system systemss and also the services services22 characteris characteristics tics.. #econd #econd,, one should should confirm confirm the abstrac abstractt thought which will be exercised by the client contact personnel in dictating the character of service individual customers receive within the shop edifice. This is often vital as some service ideas are standardi!ed whereas others are able to give varied alternatives and choices %4ewsome, -*. #ervic #ervices es are various various therei therein, n, some some styles styles of service servicess don5t don5t solely solely need a high high level level of customi!ation however additionally needs the client contact personnel to deliver the services to the purchasers. This kind of service provision is additionally known as prescriptive within the edifice edifice indust industries ries,, wherev wherever er the main main target target of manage managemen mentt is transf transferre erred d from the purchasers to the supplier. #killed services of the shop edifice are enclosed e nclosed during this class. cla ss. These These service service indust industries ries got got to have have adequa adequate te educati education on and coachi coaching ng thus thus on satisfy satisfy individual client desires. This is often one amongst the explanations why completely different studies on industry pertains to the interaction between the service supplier and also the client as this relation determines the degree of client satisfaction. This specially is applicable to the shop edifice %/ariger and /iller, '(((*.
Standard #aintenance in %oti!ue hotels
&enerally, store edifice should be in an exceedingly position to be concerned designing, organi organi!ing !ing,, and directive directive regula regulatio tion n of resourc resources es %human %human and materia material* l* to be ready ready to maintain constant and customary level of service. A suitable surroundings surroundings is often needed by boutique boutique edifice therefore therefore on deliver distinctive distinctive and constant services to its customers sufficiently. This means that, most of the botique hotels often allocate appreciable investment capital in field styles and infrastructure and additionally the standard of service offered to the clients. Aside this, the management should additionally place client satisfaction on the battlefront by providing the requirements considering their psychographics and demographical aspects. /ost service industries, specifically in hotel are commonly enthusiastic about the contact and also the reception they receive from the clients. Therefore, the involved hotel staffs should have a precise degree of availableness towards the clients, a considerable margin of initiative and a powerful sense personal responsibility to keep up consistent and customary level of providing service. This role is extremely a lot of important in getting the required results of each the purchasers and also the business, specifically in customi!ation of their services. In satisfying the needs of the purchasers, the moral and psychological factors should even even be concer concerned ned among among store store edifice edifice staffs. staffs. There2 There2ss appreci appreciabl ablee proof proof that shoppe shoppers rs appreciate actual interaction with people so, the treatment shoppers ought to receive from service suppliers should show a discrepancy from what they receive on daily routines %/in, ., /in, . + 6hung, 7. --* Identiication Identiication o the &e' issues
Based on the analysis of the case with regards to dress shop edifice, there are some problems which will be stress that embody the following8 /arketing challenges problems facing hotel supported the study conducted by 7andampully and #uhartanto %-* with regards to the client satisfaction. 9uring this article it helps hotel industries to increase data on the connection between loyalty, satisfaction and image of the corporate. The second issue that may be thought of is that the issue branding$loyalty and brand image that is noted within the article by Tepeci Tepeci %'(((*. erein, the article provides recommendation on the way to improve the whole image of the hotel industries. #uccessive issue that has to be thought of is with regards to the service management to make sure client retention providing in edifice industries like dress shop edifice that is studied within the article by Barnett %-:*. Additionally, another key issue that has been noted within the case
includes the service quality of the dress shop edifice. erein, such side was thought of within the the study study of ;adh ;adhari ari %- %-(* (*.. And lastl lastly y, anot anothe herr issue issue that that ough oughtt to be thou though ghtt of is concerning the service expertise and repair styles that is taken into account as essential in dress shop hotels that was highlighted within the article by
Conclusion
It is evident that boutique hotel encounters varying challenges and issues which must be given proper and cooperative attention. The revolution of this calibre of hotel service is not being the trend in the growing and high rate changing market and they must figure out proper business professional approach to become competitive in the market. (eerence
'. /ariger, /ariger, , + /iller /iller,, =, '(((, '(((, 9istance 9istance educatio education n evaluation8 evaluation8 the the next step, step, "roceedings of the >thannual graduate education and graduate students2 research conference in hospitality and tourism, USA, 4, 4, >-)$>?@ -. &alli &alliar ard, d, 3lor 3loraa %'(( %'(()* )*.. The The hosp hospit itali ality ty indu indust stry ry.. %care %career er oppo opportu rtuni niti ties* es* Indu Industr stry y eports*. The Black 6ollegian ?. 4ews 4ewsom ome, e, 9. %- %-* *.. Thin Think k #mall #mall ne 6ustom 6ustomer er at a Time Time,, ne ne Assoc ssociat iatee at a Time. Business Time. Business Perspectives, 12%>*, 12%>*, -. >. /in, /in, ., /in, /in, . + 6hun 6hung, g, 7. %- %--* -*.. 9ynam 9ynamic ic benc benchm hmark arkin ing g of hote hotell serv servic icee quality. Journal quality. Journal of Service Marketing, 16(4), 16(4), ?-$?-' :. Tepeci, Tepeci, / %'(((*. %'(((*. Increasing Increasing brand loyalty loyalty in the hospitality hospitality industry industry.. Internation International al =ournal of 6ontemporary ospitality /anagement. 1olume8 1olume8 '' Issue8 : "age8 --? C -? D. Anita ( @. iadh ;adhari, ;adhari, %-(* EA review of twenty years of #F1GHA; #F1GHA; researchE, International =ournal of Guality and #ervice #ciences, 1ol. 1ol. ' Iss8 -, pp.'@ C '() ). =ay 7andampully, 7andampully, 9wi #uhartanto, #uhartanto, %-* E6ustomer loyalty in the hotel industry8 the role of customer satisfaction and imageE, International =ournal of 6ontemporary ospitality /anagement, 1ol. 1ol. '- Iss8 D, pp.?>D $ ?:'
