Introduction of Mobile Sensor app to the management of Marriot Bonvoy Hotel

Executive Summary

The paper critically examined the introduction of new service called Mobile Sensor app to the management of Marriot Bonvoy Hotel. The product is a technological base type that incorporate various features such as tracking customers in- house behaviours, simplifying language barriers, understanding customer priorities, improve marketing for the hotel, providing loyal customer base, providing authorize information to customers etc (Zeithaml et al, 2019; Seth et al, 2020). the significant of the product include meeting customer’s needs as and when required, providing booking services easier and friendly, creation of platform for language conversion for international tourist and giving all in one attention to potential and discerning customers of the Hotel. Service delivery system in the context of this paper is define as the process that incorporate NSD process towards providing efficient and quality service to potential and loyal customers of the Hotel. The provision of quality service will most significantly sustain the business survival of the Hotel both in the short and long run Though, the provision of quality service that meet the needs of both potential and loyal customers as at and when require is practically impossible, but with the introduction of Mobile Sensor app to the company technology, the impossibility of such nature becomes possible

1. Introduction

The hospitality and tourism industry are in the forefront towards the delivery of high-quality services that will seek, create, and provide essentials and added values to their guest. (Gronroos & Ravald, 2018). Accordingly, through the provision of speedy, effective, and efficient quality service, Hotels can achieve greater and intense customer’s loyalty and satisfaction that will eventually culminate into greater and long-term profitability (Zeithaml & Bitner, 2020). Therefore, to achieve the provision of quality and efficient services that will meet the ever-changing needs of customers, hotels and organization need to plan on the various kind of services and products to offer and ensure the smooth implementation of the actual plan. Additionally, good planning which will incorporate the NSD process [people, technology, and system] are key factors for the efficient and quality service delivery system that will enhance the standard of the organization and overall long-term profitability (Hensel. 2017).

According to Goldstein (2021), quality service delivery system means the structures which include the NSD process (people, technology, and system) used for delivering quality services to customers. Based on the Goldstein’s assertion, good and efficient service delivery system should be consistent with producing positive outcomes, comprising cost reduction, increase availability of efficient operations, promote service quality, and optimize Smart Guess Experience (Walley & Amin, 2019). Various scholars believed that the aim of service delivery system is to close the gap between customer expectations and customer experience (Lovelock, 2016; Armistead, 2020). The NSD process is presumed to be the channel through which service employees attempt to meet the quality standards set by the management (Parasuraman et al, 2021).

This paper seeks to critically examine the introduction of a new service/ product called the Mobile Sensor [PMS] app to Marriott Bonvoy Hotel with several included features such as; understanding customer’s priorities, booking Itineraries easily, tracking customer’s in house behaviour, delivering authorize information, simplifying language barriers, improve marketing skills, chatbots to assist customers, creating a loyal customer base and added competitive advantage, contactless service, digitalizing the operational service to providing the needed Smart Guess Experience required by the management of Marriott Bonvoy Hotel for profit and shareholders’ wealth maximization (Oliver, 2019). This paper is subdivided into four key parts: introduction, literature review, underpinning service theories and executive summary/conclusion.

2.0 Literature Review

Tourism and the Hospitality industry is a dynamic service industry with increasing growth and expansion rate (Druker, 2018). Being an industry that is obviously dependent on gaining optimum customers’ loyalty within a possible shortest amount of time, the adoption of modern technology to spread the service delivery is very pertinent (Goldstein et al. 2020). Thus, this the area where my product [Mobile Sensor] come to action. Mobile phones are becoming the constant travel friend during trips for leisure, business. Therefore, mobile sensor within these devices works as the perfect bridge to closing the gap in reaching out the company services to discerning customers (Kingman –Brundage, 2017). The features included in the mobile sensor will provide an ever life changing customer’s experience in Marriott Bonvoy Hotel.

Understanding Customer Priorities

For the management of Marriott Bonvoy Hotel to improve profit and shareholders wealth maximization. It is therefore necessary to understand the needs of customers as and when required (Walley & Amin, 2018). Though it is impossible to meet the needs of every discerning customer and serve them with services of their liking. However, the introduction of mobile sensor app to Marriott Bonvoy Hotel can make this impossibility to be possible. This feature of mobile sensor can collect data that will assist the management to understand customer’s interest that will enable the business to create increased connectivity with her discerning customers. It will also enable the customers to enjoy personalized insights that meet their interest. It also provides other benefits such as display current offers that are of value to the customers, and list complementary services and prices and other features (Lovelock 2017; DuVall, 2019; Mandell, 2021).

Seamless and Speedy Booking of Itineraries.

Securing and booking hotel accommodation can be frustrating and difficult specifically when the service staff are cruel and immoral to customer’s demands (Ponsignon et al, 2020). This feature will make the role of selecting and booking apartments in Marriot Bonvoy Hotel quick and easy for all discerning customers. By incorporating Mobile Sensor into the technology of the Hotel, customers will enjoy the features of browsing through the Hotel services to select and pay for the appropriate service that meets their demand (Galbraith, 2019). Other benefits of this features include: (a) providing users friendly platform for discerning customers to make instant booking (b) setting time limit for easy cancellation, and (c) providing receipt for payment details to customers (Galbraith, 2019; Bettencourt & Brown, 2021).

Trace Customers’ in–house Behaviour.

Understanding the activities and things that is of most interest to customers during their stay in the Hotel can be delusional and annoying (Sousa & Voss 2019). Introducing mobile sensor app to the Hotel will make this possible. Knowledge of customer’s activities and things that interest them during their stay in the Hotel is made possible and easy using mobile sensor. Mobile sensor will enable the management of Marriot Bonvoy Hotel to differentiate between the services offered that are of least and high demand among the discerning customers. This provides a complete focus on offers that has high demands and strategies to improve on delivering smart Guess experience that will optimize profit maximization (Lovelock, 2019).

Providing authorized information about Marriot Bonvoy Hotel

It can be time wasted and increase cost bearing to potential clients when customers usually ask simple questions about the hotel such as, booking prices, furniture and fitting inside the hotel rooms, packing space, glossaries, and foods, among others (Zeithaml et al, 2020). Mobile sensor app can make such easy and friendly to customers. The app is design to deliver all kinds of relevant and authorize information to customers as well as answer every query that they have in mind about the Hotel. The product can also provide notifications to alert customers at least 10 minutes before the check –in and check –out time (Bowen and Jones, 2021).

Simplify Language Barrier to Customers

The management of Marriott Bonvoy Hotel can lose millions of customers especially the international customers who do not speak English wishing to know the availability of rooms and other services (Hartline & Feirell, 2018; MacKenzie et al, 2022). The application of mobile sensor can enable customers to switch to languages that they are familiar with while communicating their desire demands to the management of the Hotel. This service would be commended by local and international tourist for being user friendly and widely show casting equality amongst societies and cultures. This will facilitate the business growth of Marriott Bonvoy Hotel and create a larger and loyal customers base, especially to those who are not familiar with English language. (Weitz et al, 2019).

Simplifying marketing of the Hotel services

Marketing of the company product can be demanding especially when the management needs to employ staff that will be always in fore front to market the company services to potential customers. However, with the use of Mobile sensor, it can create a personalized platform where the services can be advertised with ease. Different marketing strategies that can promote the innovation of existing service such as, the inclusion of video advertisements and poster like images to convey information about the latest deals that are available (Hartime & Farrel, 2019). Flash sales with discounted prices for services that are less in demand can be marketed through the mobile sensor app to increase patronage towards the services (Kumar et al, 2021).

Provide a Loyal Customer Base

Enjoying large customer base in the business of hospitality can provide adequate profit optimization for the management and sustain the business overall (Macinnis, 2020). By providing platform where customers easily reach out to the management on the kind of services offer and select the appropriate service that meet their need will not only provide sustainable profit for the organization but also create a loyal customers base for the Hotel (Raudenbush et al, 2017).

Touchless service

With the increasing fears about the COVID 19 pandemic, it therefore becomes pertinent that customers meet their needs through the various services offered in the mobile sensor app. Customers can conveniently pay for services in the Hotel without contacting personnel, book in services, check in and out services (Ponsignon et al, 2020). This feature in the app will afford potential and loyal customers the desire confident about the management of the Hotel.

Digitalizing operational services

The need to add innovation on the existing product is very paramount to the long run survival of Marriott Bonvoy Hotel, existing service include presentation of nuts, fruits and welcome cards and flowers to potential and loyal customers (Kingman –Brundage, 2019). Introducing the mobile sensor app, will create additional features to the existing service by including real time room conversations with customers, voice overs and music that keeps the customers on while in the Hotel room. The provision of such service will attract other customers and indeed side line other competitors in the industry, build a strong customer base for the company and increase the overall profit maximization (Hartime & Farrel, 2019; Kumar et al, 2021). Innovation and creativity are different words of same coin that need to be addressed by management of Marriot Bonvoy Hotel.

Improving Competitive Advantage

Incorporating mobile sensor into the technology of Marriott Bonvoy Hotel will provide efficient service delivery to customers. This altitude of service delivery will add value to customers demand and improve the competitive edge of the company among other competitors in the same industry. Competitive advantage is key to the sustenance of the long run profitability of the business and increasing shareholder’s wealth maximization (Weitz et al, 2019). Efficient service delivery in the hospitality and tourism industry is key factors to maintain the overall survival of the business. Management of Marriott Bonvoy Hotel is poise to providing adequate and improved services using mobile app to reach out to discerning and potential customers wishing to experience the smart guess service offered by the Hotel (Ponsignon et al, 2021). Company in the hospitality and tourism sector will always seek ways to overshadow her peers in the business by providing added, creative, and innovative services that will meet the need of both potential and discerning customers. The provision of such services will improve the capability, profit potentials and the overall long-term growth of the business in the face of turbulent world (Parasuraman et al, 2019; Kumar et al, 2021; Hartime & Farrel, 2019).

• Underpinning Service Delivery theories

Service delivery system is a key factor to the hospitality and tourism sector, management of hotel needs to key into the new technological trend and abreast with its dynamic features to maximize profit and sustain the long run survival of the business. Various theories and hypothesis have been synthesized by different scholars for and against the significance of service delivery system while incorporating the NSD processes (Ellinger et al, 2019; George & Gibson, 2019).

Karmin’s theory of customer’s service opined that the value of quality customer service is incredibly significant to the short and long run survival of the business. Accordingly, it is world of service, and that company survival eventually are those already closing the gap on smart guess experience through the delivery of efficient customer service (Karmin, 2019).

Thomassen (2020) examined customer satisfaction as the perception in line with its comparison between their experience and expectations.

Oliver (2020) argues that quality service can be ascribed to customer’s comparisons between their expectations about the service that meet up their needs and perception about the service company.

Zeithaml and Bitner (2018) opined that long waiting times in service delivery shows the unavailability of service provider and dis service to customers’ demands. This will lower the expectation of customers and patronization of the company’s product.

4.0 Conclusion

There are more benefits than risks from using this newly introduced service to promote the stability of the business in Marriot Bonvoy Hotel (Kamin 2019). An investment made towards the development of this mobile app would ensure the maintenance of direct link and communication with potential and discerning customers. The product is aimed at increasing connectivity and engagement that will deliver satisfying results when done carefully. The management of Marriot Bonvoy Hotel will enjoy the applicability of this product as it will boost profit potential in the short and long run and maintain customer’s loyalty within the business domain (Ellinger et al, 2019).

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