February 2011 CQ Describes Taj's Award-winning Customer Service Upgrade Process
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February 2011 Cornell Hospitality Quarterly Describes Taj's Award-winning Customer Service Upgrade Process
Vivanta by Taj—Holiday Village Goa Was Cited in Cornell Hospitality Research Summit
Ithaca, NY, March 14, 2011 – The award-winning process used by management to upgrade customer service and reposition the brand at the Vivanta by Taj—Holiday Village Goa is described in detail in the featured article in the February 2011 Cornell Hospitality Quarterly (CQ). The article, "Service Innovation: Applying the 7-I Model to Improve Brand Positioning at the Taj Holiday Village Goa, India," by Aveek Sengupta and Chekitan Dev, can be viewed at http://www.hotelschool.cornell.edu/about/pubs/publications/quarterly/featured/, hosted by Sage Publications, which publishes the CQ for the Cornell Center for Hospitality Research. Sengupta is director of special projects for the Taj Mahal Hotel & Towers Mumbai, in India, and Dev is professor of marketing and branding at the Cornell University School of Hotel Administration.
The methodical quality improvement program applied by the Holiday Village Goa's management to improve customer service won honorable mention in the first Hospitality Research in Practice Awards, announced during the 2010 Cornell Hospitality Research Summit. A well-known resort on India's west coast, the Vivanta by Taj—Holiday Village applied a seven-step process to identify and test service innovations, as described in the CQ article.
"What made this plan particularly effective is the way the resort's managers established communication channels with the guests," observed Dev. "To ensure service levels, for instance, the resort's high-level managers consulted personally with guests."
Among other steps, the resort used cell phones to text guest complaints immediately to the guest services department. The program also established a new check-in time that was more convenient for guests, reorganized the breakfast room and kitchen, and applied a pictorial approach to improve guestroom preparation. As a result of the successful implementation of these innovations, guest satisfaction scores increased by 20 percent and the resort's RevPAR rose to the highest in the market.
About the Cornell Hospitality Quarterly
The primary objective of the Cornell Hospitality Quarterly is to publish articles that provide timely and actionable prescriptions for hospitality management practice. The articles we publish are based on important industry challenges that are examined using rigorous methods of inquiry. The content addresses a broad range of topics that are relevant to hospitality, travel, and tourism contexts.
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 81 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.
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