Tristar Hotel Group: Customer Satisfaction and Technology Adoption
(5 pages of text)
Ken Edwards, founder and chief executive officer (CEO) of Tristar Hotel Group (Tristar), was reviewing the financial performance for his bustling hotel portfolio. In the spirit of the risk-taking and experimental mindset that Edwards brought to Tristar, adopting automated robotic service delivery was top of his mind. Earlier in the year, he had authorized a pilot project to evaluate the costs and benefits of using a robot named ARCHIE; now he needed to determine whether to proceed and implement ARCHIE for room service delivery on a full-scale basis at one of Tristar’s hotel properties.
This case can be used in undergraduate- and graduate-level courses on customer service, hotel management, or technology/innovation. The case discussion is divided into three parts: (1) customer service design and blueprinting, (2) cost–benefit analysis of robots versus humans, and (3) assessing technology adoption as an organizational mindset. After working through the case and assignment questions, students will be able to do the following:
- Identify the key components of room service system design and customer experience blueprinting.
- Evaluate key decision-making criteria involved in a cost–benefit analysis of robotic technology in the hospitality sector.
- Assess the alignment of advanced technology and innovation with the overall Tristar corporate strategy and culture.
Accommodation & Food Services
United States, Large, 2020
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