For the success of the organization human resources play an important role – their openness and professionalism, flexibility in response to internal and external influences, strong organizational culture. Nowadays it is believed that
human resources are the decisive factor that allows any company, especially in the hospitality industry, to succeed in achieving its goals and maximize the use of available resources. It helps to survive and win in a market economy.
Given the relevance of the problem, the goal of this work is to consider the topic of human resources management in the hospitality industry, namely in the luxury hotels. It is necessary to consider the concept of corporate culture as the foundation of an effective performance of employees and high quality customer service.
HUMAN RESOURCE STRATEGY IN LUXURY HOTELS
The main feature of luxury hotels is providing services of the highest quality, which is only possible with highly professional staff. High standards of customer service is the most important principle of any luxury hotel, which helps to maintain the image and competitiveness in the market, and the success of the hotel business is directly linked with the image. More over, high quality of service is one of the most important indicators of the luxury hotels. Classic of modern theory of marketing P. Kotler notes that “the most important way to improve the quality of service is to set service standards and objectives, and then teach employees and managers. These standards must be continually rising. Employees who provide good service should be rewarded”. (Kotler 1996)
This shows that one of the main aspects of the formation of strategic competitive advantage is the provision of higher quality than competors. The key here is to provide such services, which would satisfy and even exceed the expectations of guests. Expectations are formed on the basis of already existing experience of the guests, as well as information received from friends or mass media. If the received service does not meet the expectations of guests, they just lose interest to this hotel, and if it meets or exceeds their expectations, they may again stay at this hotel, and even become regular customers. While dissatisfaction with the service is usually to large losses in market share of hotel services. (Zeithami 1990)
Consumers always have the highest expectations about luxury hotels and only a qualified and professional staff can provide services of the highest quality. That is, the staff in the hospitality industry is one of the most important tools for maintaining the competitiveness of company. Quality of service depends on the goodwill and skills of employees, which is the key to success. Therefore, proper human resources management and creation of strong corporate culture are the most important priorities in the hospitality industry.
It is also important to note that to be successful in the market of luxury hotel should have good corporate image. By the mid-nineties of the twentieth century dramatically increased the concern of hotel companies about their image due to the fact that: positive image increases the competitiveness of hotel companies in the market, attracts customers and partners, leads to increased sales of services and increased sales respectively. The image is a tool to achieve the strategic objectives of the hotel in the long perspective. (Hogue 2002)
And corporate image is closely linked with the corporate culture of the hotel, which plays a special role for the luxury hotels. Luxury hotels play special attention to the selection and training of personnel, as well as the formation of a strong and professional team and corporate culture. That is, personnel and corporate culture are of particular importance to luxury hotels.
Corporate culture is a set of values, norms and regulations adopted in the hotel according to its strategy and goals. Corporate culture shows a level of confidence, aspirations and values shared by all employees of the hospitality business. (Hogue 2002)
Corporate culture is a mechanism of influence on the staff of the hotel and includes formal and informal system of values of the enterprise. It is not stable concept, but can develop in time and change under the influence of managers or informal groups within the hospitality business. (Hogue 2002)
Each hotel must establish its own corporate culture that reflects an idea of the company and its goals in relation to the customers, partners, employees; must set a positive attitude and set a certain perception of the environment. As mentioned above, the corporate culture influences the effectiveness of the hospitality business, it is a mechanism of influence on the staff of the hotel and includes formal and informal system of values of the company.
A formal system of values creates a guide for employees with the help of guidelines, policies and plans, systems of education and training, a single corporate policy. A corporate goal should include establishment and mandatory compliance with the motto (or slogan) that reflects the essence of the particular hotel or hotel chain. (Tanke 1990) The desire to manage relationships with customers leads to the fact that companies in the hospitality industry begin to pay great attention to the development and implementation of corporate service standards. Standard of service is a fixed (written) requirement to a particular service. Description of the standard (the requirement) is needed to provide guaranteed customer service at the hotel of any level (class, category). (Tanke 1990)