Service Quality at the Ritz-Carlton Hotel Company

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Introduction
As tourism industry has been increasing dramatically during the last two decades, hotel industry is at war. In global competition, hotel chains are required to offer not only standardized facilities, but also standardized services. To meet the different needs of customers in each individual country while maintaining the same standards of services, global marketing strategy plays a critical role. Being a leader in upscale hotel chain industry, The Ritz-Carlton Hotel took a unique path to compete with its rivals.
Founded on principles of groundbreaking levels of customer service, and with guest satisfaction being the highest mission, the Ritz-Carlton Hotel Company, is the first and only hotel company to win the desirable Malcolm Baldridge National Quality Award and the only service company to win the award two times, with the most recent honor received in 1999.

Brief History of Ritz-Carlton Hotel Company
The Ritz-Carlton Hotel Company was established in 1983 when real estate mogul and former CEO William B. Johnson acquired the rights to the name made famous by Swiss hotelier Cesar Ritz. The company manages more than 50 luxury hotels worldwide, in Australia, China, Indonesia, Japan, Malaysia, Mexico, Puerto Rico, Singapore, South Korea, Spain, the US, the US Virgin Islands, etc. The Ritz-Carlton name is synonymous with luxury, and its hotels are consistently rated among the best in the world. The company operates sales offices in Germany, Japan, the United Arab Emirates, Singapore, the US, and the UK. Hotel giant Marriott International owns the company. Besides Four Seasons hotel, its top competitors are Fairmont Hotel Management and Starwood Hotels & Resorts Worldwide. (www.ritzcarlton.com)
History of the Malcolm Baldrige National Quality Award
The Malcolm Baldrige National Quality Award sets the standard for excellence for U.S. companies. Named for the former Secretary of Commerce, on August 20th, 1987, President Reagan signed the Malcolm Baldrige National Quality Improvement Act, establishing an annual National Quality Award. The purposes of the award are to promote quality awareness, recognize quality achievements of U.S. companies, and publicize successful quality strategies.
Hunt (1993, ...

... middle of paper ...

...o see how well you're doing and how to do it better, and then eventually bringing the processes to zero defects. One lesson the hotel has learned is not to underestimate the value of even one idea or quality improvement effort. The Ritz-Carlton has become an intelligent organization, where all people understand and actively participate in the processes that support the creation of excellent service. It has come to know that, without quality they would not be dominant in product and profit.

Appendix
Three Steps of Service
1) A warm and sincere greeting. Use the guest name, if and when possible;
2) Anticipation and compliance with guest needs;
3) Fond farewell. Give them a warm good-bye and use their names, if and when possible.

Motto
“We are Ladies and Gentlemen serving Ladies and Gentlemen”

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.

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