Southwest Airlines Case Study Summary

Ramada’s problem was first discovered when their management found out about D. K Shifflet’s latest survey about customer satisfaction in the hospitality industry, which it then shows that mid-tier hotels continuing to go downward. Later on they continued on their research and decided to hire a third party to find out more about the survey and also to observe their own company’s system. It results in a management dilemma, Ramada needs to prevent themselves from falling. Then it raises some questions on how can their management improve their performance to achieve the level of customer satisfaction they desire. They then found out three main concerns that they need to put more effort to. Those three are; Hiring (how to hire suitable people),

Tim Pigsley the director of operations for RFS quoted that Disney has the best customer service and have proven to be able to satisfy their many customers around the world, Southwest Airlines have special approach in fun and flying, and TGIF has super low employee turnover and high employee loyalty. It would be a great thing if Ramada could capture these things in order to increase and improve their customer satisfaction level. Secondary data are data gathered and recorded by someone else prior to and for a purpose other than the current project (Griffin). Since secondary data are already collected by someone else (meant that they did all the researches), it is more cost effective, since you do not need to go directly.Thus it plays as the cost effective role and role model (Ramada could look at their practices and apply it to their own

Non-probability Sampling Method: Sampling method that require the conductor to choose a subset of population they are interested in researching. This can be seen from the simulation Ramada did, during the “Grand Hotel Opening” they asked their employees, this includes staffs and management, some people from headquarters and the property owners. These are the people they are interested in and they are the people that Ramada wants to do research on. This sampling method is appropriate because it focuses on the population the researches interested in studying. It is more necessary rather than conducting the research on the customer, they instead focus on their own management to improve their inside quality. This is a great method, it also engages on employee