Coursework of marketing

Order Description Instruction for essay: There are two task based on the scenario, I already marked my instruction under each task, please read it carefully and follow all my instruction to finish my order. Scenario: Hotel which chose the application of quality concept as a key factor of success should experience the growth in the satisfaction of customers (guests). That is, the hotel can successfully position on the market to gain larger profit (Blesic, Dragin, Ivanovic and Panrelic, 2010). The manager of Grand Hotel believed the above statements very much and thus used the customized SERVQUAL scale to assess service quality perceptions from the perspective of domestic and international guests. Data were collected in 22 hotels all over the world using a self-administered questionnaire. The range of service quality perceptions items was from 1 (very low perceptions) to 7 (very high perceptions). The mean scores of guests’ perceptions ranged from 2.55 to 6.34. Extract of the main results of the descriptive statistical analysis of guests’ perceptions in the Grand Hotel are shown in the following table. No. Attributes Mean 1. Modern-looking equipment 6.34 2. Visually appealing physical facilities 6.25 3. Neat hotel staff 4.12 4. Performing service in the promised time 3.25 5. Visually appealing materials (pamphlets, web-sites) 6.32 6. Interest in solving guests’ problems 3.12 7. Service without delays 2.55 8. Providing individual attention 3.12 9. Understanding guests’ special needs 3.02 10. Performing services right the first time 2.6 Respond to the following two tasks base on the given case information. Task 1: By using the RATER model (Zeithaml, Parasuraman and Berry, 1990), identify and explain which dimension(s) the domestic and international guests generally considered “satisfied” or “unsatisfied” when they used the Grand Hotel’s services. 1)Word count: 800 words 2)Find a reference paper on Hotel’s guests satisfaction to set up a satisfaction benchmark to defined the mean score in the scenario, the paper should be satisfied the below requirements: a) Using Likert scale (the range must be 1-7) b) The paper topic MUST be Hotel’s guests satisfaction c)Academic paper, which required peer review Task 2: By measuring the quality ratings for these five dimensions (RATER), the Grand Hotel might improve area(s) that is/are lagging. Recommend short term and long term strategic solutions on specific dimension(s) (RATER) to the hotel manager of Grand Hotel for addressing the customers’ dissatisfactions based on your analysis on the good practices of other hotels. 1) Word counts: 1000 words 2) Find a reference paper to defined Short term and long term strategic (Academic paper with peer reviewed 3) As the Manager of Grand Hotel believed the SERVQUAL very much, therefore, if the mean score are just above the satisfaction benchmark, the manager would also prefer to set up the corrective action plan, so please give specific and details recommendation in-terms of RATER on how can improving the Hotel services. Meanwhile, Grand Hotel is a worldwide Hotel Group, the strategy and improvement actions should be consider with priority – which may focus to improve the popular cities first. Total word count at least: 1650 Total Reference at least: 15 (ALL THE REF. IN THE REPORT MUST BE IN HARVARD REF. STYLE)