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Ramada Demonstrates Its Personal Best

Ramada Demonstrates Its Personal Best
Business Research is defined as "a systemic inquiry whose objective is to provide information to solve managerial problems." Cooper and Schindler, 2003 (p. 7). This paper focuses on the case "Ramada Demonstrates Its Personal Best", and how good business research practices were utilized to resolve a management problem.
In 1996, D. K. Shifflet conducted a survey on customer satisfaction in the hospitality industry. Most of those responding to the survey gave customer service a 7 or lower, with 10 being the highest on the scale. The management at Ramada Franchise Systems (RFS) faced the challenge of determining how they could prevent this downward trend from affecting their business. What could they do to improve customer satisfaction and deliver exceptional service?
Shiflett's survey identified three areas that could affect customer satisfaction: hiring, training, and motivation of employees. RFS conducted exploratory research to help define the p...

Posted by: Geraint Watts

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