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Student Name Student ID Unit Name Unit Code Lecturers name Assignment No. Assignment Title Due date Date submitted Declaration:

Abduvaliev Ziyovuddin, Kabilov Farkhad 22025726, 22025535 Managing Rooms Division Operations MNG00135 Aji Divakar 2 (35%) Literature Review 5pm Friday 7 September 2012 (week 12) 07.09.2012

I have read and understand the Rules relating to Awards (Rule 3.17) as contained in the University Handbook. I understand the penalties that apply for plagiarism and agree to be bound by these rules. The work I am submitting electronically is entirely my own work. Signed: Ziyovuddin, Farkhad
(type name or insert signature)

Date: 07 /September

/2012

This literature review below consists of concierges roles working in a hotel by selling hotels amenities or advising competitors places and products. Some journal articles, books, interviews, internet sources, and newspapers were used in order to evaluate ideas for readers. Variety of writers disagree that the concierge should sell hotels facilities and services only and many others also argue that concierge should provide services due to the wants of the guests and suggest right things which suites them most. For example: Baker (2009) and Bryson (1992) agrees about concierge should be familiar with the venue and neighbouring areas where their knowledge helps to advice other outside facilities based on customers needs but Oksner (2011) states, people who came to the hotel should buy products of the hotel only and employees of the hotel must encourage them to purchase by using cross selling strategies. Withiam (1993) states that firstly, concierge must advice hotels amenities after that turn to customer needs if its not available within the hotel. Every organization, hotel, company, or even small enterprise must value the guests visit or purchase for rooms and therefore it is for the Concierge to provide trustful and unique services. Sandra (2010) says that the aim of providing Concierge services within hotel industry is to make sure that the customers of the hotel will say its the best hotel and will stay again. However being agree with Sandra (2010) todays business generally understood not to sell the products but satisfying customer needs. Additionally study by Leigh (2011) also showed that Concierge has to provide services being honest and open while contacting with guests or visitors of the hotel and gaining their trust will help concierge to sell hotels amenities too. But according to Sadirov (2012) words Concierge should only provide and sell hotels facilities and services. No matter if competitors are providing better facilities and services, the Concierge should only concentrate to introduce and sell hotels amenities and services. If the hotel has better amenities comparing to other competitors, it would be honest to suggest guests its services and facilities for better customer satisfaction. Selling hotels services might be quiet vital for hotel to survive but concierges advice about outside amenities are exactly key for customer satisfaction Bryson (1992). Keeping customers and gaining their trust will maximize the relationship between concierges which helps customers to visit hotel again says Leigh (2011). Of course being agree the with Leigh (2011) statement makes sense, however hotels should not consider selling only rooms but services also like Munko (2010) said. Selling services will increase the revenue of the hotel, and identify key issues by getting reliable feedbacks. Although, the Concierge should always fresh

his information about the city or town change, concierge himself should try and experience all new facilities and services, in order to fully introduce to the hotel guests Munko (2010). Arguing with the statement of Oksner (2011) and Sadirov (2012) the Andrews (2008) Concierge offers its clients individual and personal services to hotels customers. His main role is to help guests with current city or town orientation and wheres what. Also, because of the Concierge level of quality may increase or reduce the incoming number of hotel guests. That is why concierge is the main person to build loyal relationship with hotels customers, as the concierge gives the first impression for guest about the hotel. Hill states in his customer satisfaction and loyalty measurement book that its much cheaper and more profitable keeping existing customers rather than getting new customer. Moreover high qualified concierge in international hotels is obligatory to speak local and different foreign languages, in order to satisfy all nationality guests worldwide. However being partly agree with Sadirov (2012) statement, it is about to gain more profit within the hotels in current country or city, as well as, to improve the hotels facilities and services than its outside competitors in familiar field of amenities. For instance, the Grand Mir International Hotel, Tashkent, Uzbekistan, is only concentrated to sell its own amenities and services to their customers. Their position considered as the best European and traditional cousin restaurant and the best beverages in their bar within the city Sadirov (2012) Many hotels nowadays use front office receptionist instead of concierge, however receptionist person also can suggest hotels amenities and outside restaurants or other places to visit. Using front office employee as concierge may not fulfil the job requirements of Concierge, on the other hand front office receptionist may not know as much as concierge. Having knowledge about locations and places within the city or country may help front office receptionist to advice locations or provide services for customers or to advice hotels amenities itself Andrews (2009). In order to become Concierge, the person should pass some steps and realize the importance of becoming future concierge. Concierge should be keep in touch with all departments within the hotel in order to identify some problems and issues that might leave bad experience in customers mind. In most of the times the Concierge acts on the behalf of the General Manager, to solve the problems on time to do not reach the customer dissatisfaction Bryson (1992). Andrews (2009) states, the concierge and the receptionist are both employees of front office at a hotel industry, which are first impression employees when customer entering to the hotel.

Most of the times, concierges front desk is situated in the ground floor next to front office. The location should be on open area creating conveniences for visitors of the hotel and for the employees too, Bryson (1992). There are variety of differentiation between concierge and receptionist, rather than concierge the receptionists are only tending to sell hotel rooms and services, and they have limited information of other competitors. Moreover, the receptionists job are more formal than concierges, receptionists are having more detailed formal information about the hotel customer, e.g. full name, postal address, place of work, passport and bank details, etc OFallon (2011). But the concierges are more behaviourally communicable with hotel guests Bryson (1992). Although, receptionists are only familiar with hotels amenities Andrews (2009), facilities and services, and their job is to introduce those services in higher qualified level, where Bryson (1992) stated that concierges are familiar not only their hotels services, but competitor services in current city. Both receptionists and concierges are able to make and keep loyal customers, receptionists with their good qualifications and well organization, where concierges with trust, honesty and personal behaviour. Withiam (1998) states that concierge should advice available services within the hotel but other writers such as Bryson (1992), Andrews (2009), OFallon (2011) et al; believe concierge should provide reliable services for hotel customers through understanding their expectations. However it is the customer who is king and the supplier that needs to be true, faithful and steadfast in allegiance to meeting the legitimate needs of its customers mentions Hill (2006). For example: Bryson (1992) tells in his The Concierge key to Hospitality book that concierge contacts with hotels guests who are waiting for check in process at front desk, by contacting with them concierge will be able to understand their purpose of visit and tries to make some trustworthy suggestions as their needs. Concierge should learn new things everyday which may help to share with guests Munko (2010). Concierge is a person, who works with all hotel departments to improve quality services within the hotel, also concierge should be aware of all incoming guests beforehand Bryson (1992), due to offer and introduce services to curtain group of people, e.g. with different nationality, religion, race or business and sport related groups. Bryson (1992) refer to General Managers of hotels that are always count on concierges high level job, both tangible and intangible ways, in order to make overall customer satisfaction. However, the receptionists are only responsible for check in, check out, number of rooms sold, reservations within and outside of a hotel Andrews (2009). Also, receptionists must make sure

that all the guests in the hotel are satisfied with their rooms and with high level of work of receptionists. That is also about to make overall customer satisfaction OFallon (2011). The demand for the Concierge position is quiet high and its becoming professional career Withiam (1993). Concierge position is special position, not everyone can become a concierge without being recognized by Les Clefs dOr on their collar says Andrews (2008). As for Brysons (1992) definition of qualifying for concierge position, the employee need to have Enthusiasm which refers to answering all repeated or same questions that are asked by guests, Organization and efficiency, Sensitivity, Commend of foreign languages and A warm and friendly personality. Even working five years in hotel at concierge desk, they cannot call themselves as concierge without owning certification that is provided by International Concierge Association Andrews (2009). As the word Concierge originally came from French meaning keeper of the keys for French Dictionary (2009). Out of offering hotels amenities or outside, services, and products Concierge also need to know about their responsibilities such as being excellent in communication skills in order to contact with guests, able to educate guests by providing useful information Sandy (2012). Concierges roles has changed and improved by the demand of the customers if seeing from historically point of view. Before concierges were self employers working in a hotel by purchasing to the hotel Bryson (1992) but coming to nowadays concierges roles has improved and became more responsible for customers expectations. A qualified Concierge should know different languages and able to assist front desk Andrews (2008). Concierge Persuasion is very important for every hotel to influence by using best advance to solve problems, apply knowledge in order to fulfil duties and responsibilities, and finally persuade audience by most reasonable price and top quality of products which hotel provides Sandra (2010). Taking into account concierges roles and responsibilities working in a hotel requires huge experience tasting foods in different restaurants, exploring and learning everyday new things which may create information for excellent customer suggestions for the customer. Usually restaurants offer sample foods and drinks for free to concierge, so the concierge can drive some customers to their restaurants Bryson (1992). Coming to nowadays the traditions at luxury hotels are changing and its affecting human beings working environment, the atmosphere for Information Technology is becoming much more popular especially the use of KIOSK Technology. But its for the human being to ensure that the personal touch of concierges remains Withiam (1993).

This literature review recognized concierges selling hotel amenities and services to customers in different manner by comparing different writers arguments. Also it shows the importance of providing honest and trustworthy informations from concierge leading to customer satisfaction and driving customers into loyal customer. While identifying from books, journals, et al about the concierges main roles and responsibilities, this literature review has showed some suggestions for concierge to sell hotel amenities. The lack of information of concierge and receptionist are also compared in order to achieve customer satisfaction levels. Finally this literature review showed how Information technology influencing concierges roles and responsibilities working in a hotel.

References:
1. Suhir, A. 2009. Hotel Front Office 2nd ed. ISBN (13) 978-0-07-065570-6. New Delhi: Tata McGraw-Hill. 2. H.L. GOODALL, JR. 2010. Business and Professional Communication in the Global Workplace. ISBN-13: 978-0-495-56738-7. Canada: Lyn Uhl. 3. Sudhir. A. 2008. Front Office Management & Operations. ISBN (13) 978-007-065570-6. New Delhi: Tata McGraw-Hill. 4. Withiam, G. (1993), American Concierges Set Service Standards, Cornell Hotel & Restaurant Administration Quarterly, August 1993, pp.25-29 5. Bryson, M. et al. (2012) The Concierge. Canada: John Hans. 6. Elaine Oksner. 2010. Concierge Cross Selling Strategies. Hotel Business Review HBR, [online] Available from: http://www.hotelexecutive.com. [Accessed July 25 2012]. 7. Thomas Munko, European Concierge of the Year 2010 euromaxx. 2010. [online] Available from: http://www.youtube.com/watch?v=qZNhgzzEJMY [Accessed 20 July 2012]. 8. Michael J. O. 2011. Hotel Management and Operations 5th ed. New Jersey: John Wiley & Sons. 9. Sadirov, M. (2012) Should a concierge sell hotel's services firstly or advice services of competitors? Interviewed by Abduvaliev Ziyovuddin and Kabilov Farkhad [in person] Grand Mir Hotel Tashkent, 28.08.2012.