n, 1998). At Ramada Jarvis, employees who receive positive feedback for exceeding guest expectations are rewarded through formal recognition, by what is known as staff keeping in touch meeting held quarterly, for their quality performance. Such ceremonies are not only very positive for team morale but also motivate other staff members to replicate or even exceed the service delivery provided.
2 Stories
Stories are devices for telling people what is important in the organisation (Ott, 1989). They filter the essence of an organisation's past. Stories told by staff to other staff members in different departments, new starters and outsiders - guests, apprenticeships, work experience students, contractors etc. highlight important events such as any major success or failure and personalities - heroes, villains and rebels.
The management at Ramada Jarvis actively encourage staff members to use initiative and take the extra step in pleasing the guests. This leads to several positive comments from guests where a guest problem has been turned into an opportunity to provide better quality service. Trip Advisor - a popular rate and review website is one example of several stories that are shared by previous guests about their pleasant stay or of a problem which was addressed and resolved in a timely and empathetic manner.
Stories also serve as important indicators of protocols, results of failure to comply with what is expected and required and thus the power structure of an organisation. Stories are custodians of the organisations beliefs and values as they help in recollecting information and generate belief (Wilkins, 1983). Stories are a tool which help organisations make claim to being different from their competitors (Martin, 1983; Robbins et al., 1994).
A popular story at the Ramada Jarvis is that of the hotel General Manager who worked his way up from being a Kitchen Porter within a matter of 10 years, thus highlighting the rewards for adopting company beliefs and values and demonstrating core behaviours expected by the organisation.
3 Symbols
Symbols are used by companies to help identify themselves uniquely in a tough and competitive marketing environment. Symbols may take shape in the form of famous actors/role models, traditional occasions, celebrations, dress codes, buildings etc. (Brown, 1998). For an organisation like Ramada Jarvis, pictures of buildings are used in
advertising. All staff are expected to look immaculate at all times and pay close attention to their appearance and grooming as this is regarded as a symbol of quality.
Abstractions such as 'excellent service' and 'top class quality' are often used at Ramada Jarvis Hotels in an attempt to promote the organisations operational and strategic objectives. However, as Schein (1984) has pointed out it is important to note that such terms may mean different things to different people in organisational cultures. Therefore, care should be taken that use of such terms have a universal understanding in the organisation or it may lead to serious communication problems.
The 'R' symbol for Ramada Jarvis Hotels is recognised internationally and is used everywhere from the menus to the tissue paper, toiletries, carpet, pens, uniforms, customer invoices, guest bills etc. This is to reinforce the company's mission statement of being 'committed to create caring expe
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