gap analysis of itc

GAP MODEL OF ITC HOTEL INDUSTRY

SUBMITED TO

SUBMITED BY

Mr Rajesh verma

Deepika( c-10) Misha(c-52) surya( c-48) kulbjushan( A-29) goldey ( A-

)

GAP MODEL OF ITC HOTEL

GAP

1

GAP

between Guest perception and management perception about distance from Airport or City to hotel affects the hotel¶s business .

This GAP arises because of location of Hotels. While a guest is picked up at the airport how much time will it take from him to reach to the gate of hotel.Like Tokyo or London where average speed of four wheeler is much higher than same of India and hence this parameter is not much effective. But a city like Kolkata (India) where road maintenance and traffic jam is a huge problem this parameter is very effective. Same case applied for a person if he/she wantsto come from their  home or offices to restaurant of any hotel. They may selectthose hotels which are near to their place. This GAP is named as proximal gap.

GAP

2:

GAP

between Guest perception and their expectation from particular brand during Check in and checkout facilities.

³Check in´ is first impression where as check out is last impression for a guest in hotel. There is a saying ³You will never get second chance to make a first impression´ .Importance on First impression is always important. Check in of a  particular guest gives an overall perception to the guest about hotel. If check in is more than their expectation then even in case of any service failure later on during his experience in hotel he/she can take it lightly and vice versa is also true. ³Check  out´ is last impression and also this is last chance to do a service recovery. If guest is happy during check out, it shows customer retention for particular hotel will be more. This GAP is named as Welcome GAP. This gap is neglagable in ITC hotel industry as ITC one of favourite hotels in India. The checking in the hotel continued to surprise the customer. this is an ideal hotel for every traveller coming to the Garden City.

GAP

3:

GAP

between Guest perception and their expectation from particular brand during Room service.

During survey it is found that GAP in room service is negative with large magnitude and hotelier needs to improve in this area to meet guest ³expectations . In this area customer spend his maximum time and for every moment they have expectation for good services. From hotelier point-of-view several constrain are there. Like restaurant may be bit far from room and since temperature of foodies not as hot as it should be and hence customer is not proper test. Similar kind of  several problem arises in room service which hoteliers are already aware but  because of several constrain they are not able to improve it. This GAP is named as IRD 19 GAP but ITC hotel industry has excellent rooms and service as several measures are taken to minimize the gap. As customer feel excellent services while they are in the hotel.

GAP

4:

GAP

between Guest perception and their expectation fromparticular brand in restaurants.

There is GAP in restaurant with Guest¶s expectations and perception afterexperience when they compare with the brand of hotel. For example, ITC welcome group is known for Indians .if a guest comes to restaurant if he/shewill not get the test of Indian food then that creates a GAP and causes un-satisfaction. This GAP is named as F&B gap.

GAP

5:

GAP

between Guest perception and their expectation from particular brand about environment and ambiance.

When guest go to the hotel they does not pay only for the services but also theypay for environment and ambiance. For example if they goes to ITC Hotel ,Kolkata they may want to feel the boutique experience. Similar every brandname has their   point of differentiation in environment and ambiance. This is anexperience which is applied everywhere in the hotel unlike previous GAPswhich is applied only in  particular area. This GAP is named as standard GAP.

GAP

6:

GAP

between Guest perception and their expectation fromparticular brand about sports and recreational activities.

 Now a day, it is an added feature that most of the luxury hotel gives for  Spa,meditation, squash, sports and recreational activity. When guests choose aparticular hotel he/she perceive something from particular brand. There is aG AP exist if customer expectation does not meet with their perception withparticular   brand. This GAP is named as recreational GAP (Table 8)

GAP

7:

GAP

between Guest perception and their expectation while theycompare each and every service with ³Value of Money´

When guest experience all the service, they evaluate every parameter w ithamount they spent. This GAP is a function of all previous GAPs as shownbelow:

During survey it is found that this is the largest GAP (Table 6) if hotelier wants tominimize this GAP they need to minimize all previous GAPs. This G AP isnamed as perception GAP (Table 8)

GAP

8:

GAP

between Guest expectations for ³Value of Money´ and theirexpectation with the same.

After Calculating the value of money guest need to compare it with hisexpectation. This GAP can be named as expectation GAP . This GAP is the function GAP 7. But customer are satisfied as they are getting value for money as they had rated 5  points out of 10 but still some are not satisfied as every customer has their own  perseption as they are rated at 5. ITC hotel industry are working hard to provide value for money to the customers.

CUSTOMER FEEDBACK AND CUSTOMER SATISFACTION LEVEL TABLE

ITC Hotel industry proved to be best as this can be shown from these chart . ITC had tried to remove all the gap as customer had rated 5 points out of 10 and working minimise all the gap as customer are satisfied with ITC hotel .