07. The Role of Global HRM in Engagement and Enhancing Guest Satisfaction

 Balancing Universal and Local HR Practices

In the global hospitality environment at ABC Resort, standardizing practices in alignment with the organization’s values ideally becomes an HR responsibility, as these can be reflected in the organizational culture. However, this also introduces challenges due to national and cross-cultural differences. HR must maintain consistency while also incorporating relevance—a complex balancing act, as practices need to be consistent across the organization but also meaningful for employees in diverse cultural contexts.

To address this, ABC Resort uses a hybrid model that combines both Universalist and Contextualist HR policies. The Universalist approach operates on the principle that certain HR practices, such as feedback and recognition, are effective regardless of business location or cultural setting. For example, the resort has universal recognition programs that set a common standard of excellence, ensuring employees understand what’s expected and feel equally valued across the property. Feedback is standardized, allowing employees to voice their opinions regardless of geography.

Conversely, the Contextualist approach enables consistency while allowing for adjustments to meet specific regional and cultural needs. For instance, ABC Resort's wellness programs are tailored by location, with offerings ranging from culturally relevant wellness activities to flexible scheduling practices that respect regional holidays and cultural traditions. This customization extends to HR practices that reflect shared employee values and foster mutual respect, creating a cohesive yet culturally sensitive work environment both globally and locally.

Impact on Employee Engagement

Providing guest satisfaction is the end goal in hospitality, but reaching it involves more than offering good service — it starts within the internal culture driven by HR. In fact, at ABC Resort HR is too critical in ensuring that employees are provided with tools and motivation to create memorable guest experiences by empowering them. Empowered, engaged employees are naturally positive and when you create this environment for your team, they will extend this positivity to guests leading to a hospitable experience that positively engages the guests which helps in guest satisfaction.

Connecting HR to Guest Experience

Hotel management instils in guest satisfaction is not only about meeting the standard, it’s about creating memorable experiences that warm the heart. This also applies to the entire internal ecosystem that HR nurtures and maintains everything to keep it running smoothly. At ABC Resort HR ensures that the employees are adaptive to skills, motivated and empowered to deliver memorable guest experiences. However, engaged employees create a good atmosphere and that is one of the first places guests will feel it. Or really, engaged employees = engaged customers → happy customers (the basis of guest satisfaction).

The Importance of Employee Engagement in Creating Guest Satisfaction

When employees are engaged, it translates into a willingness – on the part of the employee – to go out of their way for guests, making every interaction personal and ensuring that service is attentive as this leaves guests feeling special. ABC HR strategies like recognition programs, the structured feedback system, and wellness initiatives play a role in keeping employees motivated and engaged at work. This engagement helps both employee satisfaction and guest experience.

An award such as Service Excellence or Employee of the Year is little more than a plaque on the wall unless employees feel truly recognized for their work. Such recognition in turn drives others towards excellent service, thus building a culture of service excellence. Engaged employees take responsibility for their roles, they anticipate guest needs and respond to challenges creatively and attentively.

Creating a culture of service excellence

To promote service excellence, the HR team at ABC Resort prepares employees for meaningful interactions with guests through a few key initiatives.

Training and Development: HR organizes training programs which highlight guest handling skills like Communication, Empathy, and Conflict Resolution. These initiatives prepare employees to identify the varying requirements of guests and address them accordingly, delivering a delightful experience for all hotel guests regardless of any cultural divide.

Getting Recognized for Going the Extra Mile: There can be hundreds of employees who take extra steps to deliver great experiences to their guests. Service Excellence Awards, in which employees mentioned in guest comments on TripAdvisor or other guest satisfaction surveys are publicly recognized, help keep the bar high. When an employee goes above and beyond to meet business goals — whether that is achieving vendor compliance or implementing a new software solution, recognizing them publicly sets the right tone for your workplace and inspires other employees to step up. This acknowledgement pushes employees to provide all the more personal service, creating experiences that become memorable for guests who appreciate and remember such services.

Through these methods, the HR department of ABC Resort promotes a workplace culture based on respect, value and motivation. Employees who are appreciated and engaged will always contribute energy and enthusiasm to their role, which also leads to a positive guest experience.

References:

• Becker, G.S., 1993. Human Capital: A Theoretical and Empirical Analysis, with Special Reference to Education. 3rd ed. Chicago: University of Chicago Press. (Accessed on 06th Nov 2024)
• Robinson, D., Perryman, S. & Hayday, S., 2004. The Drivers of Employee Engagement. Brighton: Institute for Employment Studies. (Accessed on 06th Nov 2024)
• Philipp, R., 2020. "The Importance of Employee Recognition in the Workplace," Journal of Hospitality Management, 22(3), pp.45-56. (Accessed on 06th Nov 2024)