Ace Case Study Solutions

ACE RESORTS
SUMMARY
Ace Resorts operate golf and lodging properties throughout the
nation. Its founder has devoted over 25 years to develop this
destination resort with love and passion for the great outdoors. He
wanted guest to experience the “Ace Lifestyle”. For example, the Inn
at Bay Harbor village is the centrepiece of Bay Harbor village which
is set along the water’s edge. The Inn features 150one-, two- and
three- bedroom suites, club, spa, pool, conference facilities
accommodating group from 15 to 250, plus a spectacular lakefront
restaurant.
QUESTIONS:
1. What are the most important characteristics of the service that
Ace Resorts markets?
Ans. The most important characteristics of the service that Ace
Resort markets are:
 Operates Golf and Lodging: Ace Resorts operates golf
and lodging properties throughout the nation.
 Luxurious Surroundings: Ace Resorts provides the
luxurious accommodations experience to the guest.
 Impeccable Service: Ace Resorts provide impeccable
service experience to the guest as to offer no mistakes to
them.
 Outstanding Amenities: Ace Resorts provides
outstanding amenities experience to the guest in luxurious
way
2. How important is employee interaction with customers at a
resort?
Ans. The employee interaction with customers at a resort is very
important because of the following reasons:
Correct flow of Information
Increase in Cross-Selling and Up-Selling
Maximum level of satisfaction to the

customer
Increase the goodwill of the Resort
Increase in the no. of Customers
Increase in profit
 Correct flow of information: The employee interaction

with customer leads to the correct flow of information to
the customer by which, the customers will have the correct
information and data of their resort.
 Increase in Cross-Selling and Up-Selling: If the
employee interaction with customers takes place then only
it will lead to the increase in Cross selling (invites guest to
purchase related or complementary services) and the up
selling (Encourage the customers to purchase the higher-
end product/service).
 Maximum level of satisfaction to the customer: The
interaction of employee with customer will maximize the
customer’s level of satisfaction towards their resort.
 Increase the goodwill of the Resort: The interaction of
employee with customer will also increase the goodwill of
the resort as it will change the perception of customers
towards the resort in positive manner. By which the
customers feedback will lead to the increase in goodwill of
the Resort.
 Increase in the no. of Customers: The employee
interaction with customers will also increase the number of
customers in the resort as the happy customers will
become the most powerful strategy to increase the number
of guests.
 Increase in profit: The overall profit of the resort tends to
increase because of the employee interaction with the
customers as the no. of customers will increase, Cross
selling and up selling will also increase the amount of
profit generated by the Resort.
3. Service quality involves meeting customer expectations. How
might the staff at the Bay Harbor resort improve service quality?
Ans. The service quality at the Bay Harbor Resort can be
improve by the staff as
 They can provide some fun activities to the guest.
 They can provide more games to the guest.
 They can provide different types of cuisines to the guest.
 They should provide kids gaming zone separately.
 The staff should not do any kind of mistake.
 The staff should ask the guest for the feedback by which
they can meet the customer expectations.
4. If a customer has a problem or is dissatisfied with a service, how
should the customer’s problem can be handled?
Ans. If a customer has a problem or is dissatisfied with a
service, then the customer’s problem should be taken as the
most important problem to be sought out and assure the
customer’s satisfaction level by taking some corrective
measures:
Listen and accept their mistake
Apologize to customer
Assure – Not to repeat
Compensate in terms of money
Give special offers as Gratitude to customer
 Organisation should listen and accept their mistake:

The first step towards the problem of customer should be
that the organisation should listen and accept the
customers problem by which the customer should feel that
the organisation is concerned about their problem.
 Apologize to customer: After listening and accepting the
problem, the organisation should apologise to the customer
for their mistake.
 Assure – Not to repeat: After Apologizing their mistake,
the organisation should assure them that they will not
repeat this mistake again.
 Compensate in terms of money: The organisation should
compensate the customer in terms of money by which the
customer could be satisfied in terms of money at least.
 Give special offers as Gratitude to customer: The most
important step is to give special offers (which can be
redeem in future) as a gratitude to the customer by which
the customer should feel satisfy and should buy the service
again in terms of the offer provided by the organisation.

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ACE RESORTS

Increase in Cross-Selling and Up-Selling

Maximum level of satisfaction to the

Increase the goodwill of the Resort

Increase in the no. of Customers

 Correct flow of information: The employee interaction

Assure – Not to repeat

Compensate in terms of money

Give special offers as Gratitude to customer

 Organisation should listen and accept their mistake:

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