Read the Ritz Carlton case study in Chapter 13 on page 379 in your textbook. Answer the two questions at the end of the study (p. 380). Support your answers with a minimum of one source per question, no more than five years old. Your answer to each question should be approximately 400 words.© BrainMass Inc. brainmass.com July 16, 2018, 1:01 am ad1c9bdddf
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Q. 1 How does The Ritz-Carlton match up to competitive hotels? What are the key differences?
Write your answer by expanding the following points:
- Every service business has to create a unique competitive advantage in order to be among the leading players in the industry. This unique competitive advantage does not come through its physical resources or technology but creating distinctive service experience that impacts customers' feelings and emotions. Physical resources can be acquired by all the competitors in the industry, service features can be replicated easily; however, soft features such as service oriented culture, remarkable personal care and attention to minor details that touch the heart of a customer are very hard to copy. Service organizations that pay attention to such soft service features manage to achieve the highest level of service excellence and an outstanding position in the industry. Ritz Carlton has managed to create a unique luxurious service experience that other hotels are unable to offer. It provides its guests "the finest personal service and facilities 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" ...
In this solution we discussed customer service philosophy at Ritz Carlton hotel and how they succeed to create a unique service oriented culture that gave them a strong competitive advantage in luxury hotel industry.