Sample Paper on Communication Methods and Customers Perception

Introduction

Effective communication means putting the right message across in unambiguous and clear way to the target audience, in this case, the customer. Trade is the major unifying factor in the current global economy hence good communication is effective to promote the development in every corner of the world. The perception of the customer toward a particular product or service will depend on the level of communication and the information that is being passed to the client. The success of good communication requires making the right choice of communication channel that is cost-effective and time-saving. Consumer demands are difficult to satisfy but with good communication technique, the customer’s attitude or belief can be changed to consider accepting the products and services (Bamporiki, 2010, 237).

The paper creates an understanding of the communication methods that are considered appropriate for the success of the business such as the hospitality industry. The industry is one of the most competitive in the current global economy. For the business to maximise its revenues, maintain, and increase the number of visiting clients, the industry must develop good communication skills for the employees. This paper also focuses on the factors that influence customer’s perception towards service delivery for the hospitality industry(Cole, 2003,35). Effective communication is necessary to convince customers, maintaining customer’s relationship, creating a good work environment and promoting the business products and services.

2.1 communication methods

A communications method in the business environment is expected to consider cultural values, practices and be sensitive to the community and the target group. Hospitality industry is a universal business that brings people from various backgrounds together. Hence, it can be challenging having to adopt the diversity of the hospitality industry. Hospitality industry employees are expected to develop good attitude and communication skills that will accommodate all categories of customers and promote the sustainability of the business.

Most businesses in the current global marker focus on external communication to win customers trust and forgetting that they also need the customers that exist in their businesses.  In order to create a positive image of the organisation at a local level, the business such as the hospitality industry can consider investing on internal communication. Internal communication is also important for creating a good relationship with the staffs that are responsible for service delivery. Internal communication can, therefore, be defined as the broadcasting and receiving business or organisational information within a contained administrative system. The effectiveness of internal communication is to enable the organisation employees work together as a team towards achieving the organisational goals and objectives (Holman, 2005, 45).

In a hospitality industry, the staffs are expected to be diverse in their communication since they get to interact with clients from different parts of the world. Diversity of communication methods in the hospitality industry creates a good working environment where the staffs can coherently interact with customers and appreciate the attributes of culture, ethnicity, nationality, age and values. Organisations and industries with a diverse workforce are on the advantage of creating a successful business. Effective communication is important in solving conflicts that may arise within and outside the organisation or the industry.

In the hospitality setting, different communication channels or media can be attributed to passing of information to the target audience. The effectiveness of the communication method can be premeditated depending on the expectation of the organisation employees. Using the correct communication channel or media will be effective in transforming the information to the recipients (Bamporiki, 2010, 432). Communication methods in an in the hospitality industry are designed in terms of their effectiveness and suitability. Some of the communication methods target larger population while another target a smaller group such as that within the organisation.

The selection of an effective communication channel depends on the targeted audience, for example, the industry staffs or the business customers. The most common and effective communication channels are face-to-face communication (Cole, 2003, 354). The channel is effective in creating a close relationship with the customers and the organisation management team. The preferred communication channel for the hospitality industry is the electronic communication where the business targets many recipients. The choice of communication channel for a larger audience should be less expensive and consider speed and time. The hospitality industry or business that intends to retain their clients should communicate to the clients through emails and internet websites that are easily accessible (Kusluvan, 2003, 193).

The adoption of technological advancement in the communication methods such as internet is more advantageous, and less economical compared to face-to-face communication. Choosing the right message delivery method should bear more advantage and efficiency to the organisation and should not be disadvantageous to another target group (Holman, 2005, 234). The selection of the right communication technique should, therefore, consider the expectation and beliefs of the employees. Having a right and effective communication channel within the hospitality industry require the person giving the information to have adequate knowledge of the information to be rendered. The identification of the right communication channel for the organisations depends on the perception of the message by the employees.

Departmental communication

The most and preferred communication method with the organisation or hospitality industry is face to face with meetings, daily business or organisational focus, telephones and communication panels. The choice of communication method will depend on the choices made by the departments and that method that has been proven effective in delivering information. Hospitality industry consists of various departments including housekeeping, transport, front office and restaurants. Housekeeping department is always interested in knowing the room occupancy. Therefore, the two departments must choose the right communication method that is effective in getting the right information (Kusluvan, 2003, 34).

Team meeting is the preferred communication method for the hospitality industry as it brings all head of departments together. In the meeting, the various head of departments can address their issues and come to terms to delivering their skills that are required to achieve the organisation goals. Telephone communication, organisation daily focus and communication boards are also effective communication technique for the hospitality industry. The main aim of developing the chosen communication method is to establish teamwork that work toward the success of the organisation.

Organisational communication

The department’s existing within the organisation need to communicate with the organisation. The success of the organisation such as the hospitality industry is contributed by the efforts that come from the various departments. The most effective choice of communication for the organisation is face to face, through telephones and business brochures. The choice of telephone communication is attributed to the speed and efficiency. Message transformation through the telephone is fast and goes direct to the recipient hence making the communication method faster (Bamporiki, 2010, 413).

Face to face, communication in the organisation is preferred in holding meetings where the challenges and organisational development plans can be discussed. The most effective communication method is through holding meetings where every departmental head is in a position of tabling their grievances. Holding of organisational meeting is also considered cost effective since there are no expenses for holding the meetings. The organisations also need to communicate to the business stakeholders such as the loyal customers and clients. Publishing brochures and creating advertisement can be expensive but effective in transmitting information (Cole, 2003, 325). The information can also be created in the company websites that can be accessed by the customers from all over the globe.

Effectiveness of the communication channels

Communication methods within the hospitality industry are capable of transforming information to the recipients. Choosing multiple communication methods can have a positive effect in delivering consistent information to the target group. In most cases, the recipients of the message in the organisation are confident in the content of the message that is being received as they are accurately allocated. The correct allocation of the messages builds confidence to the organisation staff and the business partners. Effective communication channel is advantageous to the organisations that intend to retain their potential customers. Winning customers trust to accept a product and are quite a challenging task but with proper and effective communication, the customer is able to develop a positive attitude and accept the products (Kusluvan, 2003, 34).

2.2 customer perceptions to service provision

            Customers are always cautious about the products and quality of service provided, especially in the hospitality industry. The sensitivity of the consumer to the service quality is influenced by the ability of the product of the service to meet the customer expectations. The current economy has created a lot of competition in the hospitality industry with every business owners looking forward towards meeting consumer expectation and preference.

The overall customer judgement of the service to be offered is based on service outcome, interaction and communication quality and the physical environment where the service is being rendered. Economic singling theory gives an explanation to customer’s perception regarding service delivery (Roberts, 2009, 163). According to the theory, some customers are not in a position of distinguishing high service quality and low service quality. In a case where the customer cannot differentiate the two scenarios, customer’s satisfaction is achieved by warranty to the service delivery as a way of satisfying the customer. The customers’ perception for the service delivery will rise when the business is exhibiting empathetic concerns for the customers. With the competitive market structure, the customers are certain to find similar service delivery from other competitors, thus making every business to strive for the best (Holman, 2005, 45).

Meeting customer preference for products and services is the main contributing factor to the current competition in the hospitality industry. Engaging the customer in communication and convincing strategy can help create customer loyalty hence sustaining the business revenues. Complete customers satisfaction can make the client be loyal to the business and continue promoting the business (Bamporiki, 2010, 246). Once the business has managed to win customer loyalty, the business will continue realising profitability and develop more strategies that will attract more customers. The most common perception that lead to customer satisfactions is based on the price or the value of the product or service. In the hospitality industry, establishing a good price for the services can be quite challenging since some customers expect more services that what they pay. The challenge has influenced the industry to develop market strategies where the business develops services that meet customer’s expectation depending on the amount of money they are ready to spend.

Service quality and customer value are perceived by the expected outcome of the service from what the customer has paid. The outcome of the service consists of what the customer get and how the service is being delivered. Cost, which is the monetary value of the service will influence the perception of the customer towards meeting the expectations. Paying for the services is not enough for the customer to perceive or make a judgement of the quality of service being offered (Roberts, 2009, 122). The perception of the services also put into account the efficiency of service delivery, the behaviour of the service provider, intellectual activity and time.

Customer perception the quality of service can be attributed to the service brands. The relationship that the customer has developed with the brand creates a mutual trust with the customer and the industry producing the brand. Good communication programmes such as advertisement can influence the perception of the customer concerning the product and services (Cole, 2003, 422).

Customer’s perception to the services can also be analysed by looking at the value stream for the service delivery. If the industry or an organisation has committed to offering 100% services, the stated value stream should not be withdrawn and making the customers pay for the complete service. Failing to meet the service obligations can make the customers develop a negative attitude and judgement of the industrial honesty. The success of the business depends on maintain customers trust and winning customer loyalty to the business.

Meeting customers’ demands can be too costly, and the service provider may fail to realise profits. Taking the case of the hospitality industry, the business should take charge of the whole service delivery process by measuring and validating the inputs and outputs. The business owners are expected to communicate to the customer in case the business intends to change the service delivery process. Changing the business can be a risky venture because some or most of the customers might have been addicted to one particular product. Changing products may create a negative perception of the new product.

Conclusion

Communication and customer’s perception in the contemporary global economy is the key contributing factors to the success of the business. The way customers perceive the level and quality of service delivery is directly related to the communication channels and the information being passed to the client (Roberts, 2009, 239). In the current society, media has taken toll of the communication channels whereby the use of Facebook and twitter being the major social sites. Good communication channels should consider every individual in the organisation and develop the same communication channel to influence the business customers.

Customer’s demands and preference is changing on a daily basis hence it may be difficult for the organisations completely to achieve the goals of proving all the expected services. Providing quality services require the organisation or the service delivery company to dedicate a lot of revenues to the services (Cole, 2003, 422). The company or the service provider must also make a profit and maximise on the revenues invested to create the services. Therefore, the responsibility of the organisations and industries in the business of service delivery to develop strategic plans that positive consumer perception and maximise on revenue generation.

 

Reference list

Bamporiki, M., 2010. Business Communication. New York: Cengage Learning.

Cole G., 2003. Management Theory and practice. Thomson learning, Bedford Row, London.

Holman, D., 2005. The essentials of the New Workplace a Guide to the Human Impact of Modern Working Practices. Chichester, West Sussex, UK, John Wiley & Sons

Kusluvan, S.,2003. Managing Employee Attitudes and Behaviors in the Tourism and Hospitality Industry. New York, Nova Science Publishers.

Roberts, J.,2009. Communication Practices in the Hospitality and Tourism Industry. London: Hodder and Stoughton