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COMPETENCY MAPPING IN HOTELS WITH REFERENCE TO MADURAI

COMPETENCY MAPPING IN HOTELS WITH REFERENCE TO

MADURAI

Author 1: Mr.K.Rajesh Kumar, Research Scholar – Bharathiar University, Coimbatore & Assistant Professor – MBA, NPR College of Engineering & Technology, Natham, Tamilnadu. E-Mail ID – [email protected], 9597736600

Address for correspondence: K.Rajesh Kumar, 3/253, Surveyor Colony,P.M.T Street,Madurai – 625007, Tamilnadu, India

Author 2: Dr.M.Sivakumar, Associate Professor, Department of Entrepreneurship Studies, Madurai Kamaraj University, Madurai, Tamilnadu E-Mail ID – [email protected] , 9245185185

ABSTRACTMadurai is popularly known as “temple city”, in recognition of its spiritual commitment. In fact hotels have been known to run 24 hours round the clock in a city like Madurai. Everywhere, there is competition. Customer retention and attracting potential customers are equally important for every business including Hotel Industry. Nowadays, competency mapping is also emerging in maximizing the involvement, implementation of managerial decisions in an efficient manner. The study aims in identifying the deficiencies in required competencies and providing suitable suggestions to enhance the same. The period of study ranged for three years starting from August 2011 to August 2014. The area of the study is hotels in Madurai city. The sample size is 500, which would be the product of 25 employees selected from the 20 hotels in Madurai. Multistage sampling has been adopted. The analysis tools used are Mann Whitney U test, Kruskal Wallis test, Wilcoxon Signed Ranks test & Friedman test. A suitable model has also been framed by the authors. The authors feel that this study would be of ample use for the Hotel Industry towards developing the competencies of their employees.

Keywords Competency Mapping, sensitivity, customer’s demands & expectations, persuading skills

1 Mr.K.Rajesh Kumar & Dr.M.Sivakumar

mailto:[email protected]

mailto:[email protected]


COMPETENCY MAPPING IN HOTELS WITH REFERENCE TO

MADURAI1) INTRODUCTION

All organizations are talking about competencies. Some have truly worked the concept

into several of their processes. A few have a fully implemented competency modeling and

reporting system in place. However, quite a few organizations are still striving to build a

competency model and implement it. Most organizations of all sizes are still struggling with

defining, designing and implementing competency model projects.

2) REVIEW OF LITERATUREHarvard psychologist David McClelland (1970) first suggested the importance of testing

for competence rather than intelligence. Subsequently, competency models have been used

worldwide to establish the building blocks of superior performance in many professional and

technical academic, organizational, and manufacturing endeavors.

Spencer and Spencer (1993) viewed competency as “an underlying characteristic of an

individual that is causally related to criterion-referenced effective and/or superior performance in

a job or situation” (p. 9). They identified five types of competency characteristics consisting of

motives, traits, self-concept, knowledge and skills. First, motives are the things that an individual

consistently thinks about or wants that stimulate action. Motives drive, direct and select behavior

toward certain actions or goals and away from others. Second, traits are physical characteristics

and consistent responses to situations or information. Third, self-concept is an individual’s

attitudes, values or self-image. Fourth, knowledge is the information that an individual has in

specific content areas. Finally, skill is the ability to perform a certain physical or mental task.

Knowledge and skill competencies tend to be visible and relatively surface characteristics,

whereas self-concept, traits and motive competencies are more hidden, deeper and central to

personality. Surface knowledge and skill competencies are relatively easy to develop and

training is the most cost-effective way to secure those employee abilities (Spencer & Spencer,

1993).

Mr.K.Rajesh Kumar & Dr.M.Sivakumar (2013) affirmed the Competencies expected from

Hotel employees in Madurai City. Customer expectations play a significant role in the

development of any business. Expectations are used to form opinions with respect to the likely

performance of a product or service. Hotels are also expanding year by year in terms of

employees and units. Similarly, problems are also expanding. The primary reason is lack of



competencies among employees in Hotels. The research objectives of the study were to identify

the required competencies among hotel employees, to find out the level of competencies, to

identify the deviations between expected and actual competency level, to provide suitable

suggestions as to improve their competencies. A sample of 500 customers was chosen for the

study. The period of the study was two months ranging from January 2014 to February 2014.

The primary data was collected using Structured Questionnaire adopting the method of Interview

Schedule. Journals, magazines, periodicals, newspapers, books and internet support the

collection of secondary data. The data collected has been analyzed using Percentage Analysis,

Reliability Analysis, Kruskal Wallis Test & Friedman Test.

The data collected has been analyzed using Percentage Analysis, Reliability Analysis, Kruskal

Wallis Test & Friedman Test. Reliability analysis said that the instrument is reliable and can be

used with other statistical procedures for further investigation. Kruskal Wallis test proved that

judging customer’s needs & wants does influence dealing with different types of customers. It

also concluded that sound knowledge about hotel business does influence persuading customers.

Friedman test ascertained that there is an association between decision making, persuading

customers, selling hotel’s services & dealing with different types of customers.

3) HOTEL INDUSTRY IN INDIADespite global economic woes, development of hotels in India has been one of the most lucrative

investments. As per Cygnus estimates, total supply (number of hotel rooms) in India is expected

to reach more than 180,000 within five years. Various domestic and international brands have

made significant inroads into this space and more are expected to follow; around 40 international

brands will enter the country in the next five years.

The year 2013 was a mixed bag for the hospitality industry in the country. Amidst adverse

business climate in the overall economy, new hotels continued to open with alacrity across the

country throughout 2013. Yes, of course, there were delays and deferments of hotel projects.

But, supply continued to surge in all the key markets. The new supply of rooms into the market,

at a time when market demand was at a low, had put pressure on room rates, and overall

profitability of hotels. Added to this adversity was the mounting inflationary pressure,

devaluation of rupee against dollar, etc. While costs of operations were increasing on a regular

basis, revenue side continued to slide southwards.

4) COMPETENCIES EXPECTED FROM HOTEL EMPLOYEES

Based on the data collected from previous researches, we may ascertain that the following competencies are expected from Hotel employees.



Basic knowledge Emotional and Intellectual SkillsKnowledge regarding functions and operations of Hotel Business

Sensitive to events happening around customers

Aware of the Hotel’s Vision, Mission, goals and strategies

Able to understand the feelings of customers

Knowledge regarding the Hotel’s range of products and services

Ability to learn quickly

Awareness about my roles and expectations in this Hotel

Power to manage time effectively with customers

Knowledge about the competitors in Hotel Industry in Dindigul

Able to manage stress

Awareness about the Customer’s demands and expectations

Ability to be proactive Creative in bringing out product innovations related to Hotel Business

Knowledge about the changing trends in Hotel Industry

Concern/ taking effective steps towards self developmentHave a sense of belongingness towards my Hotel

Interpersonal Skills Leadership SkillsAbility to listen to the customers Ability to judge the needs/wants of customersCapacity to solve problems arising from customers, business

Ability to take decisions, whenever required

Ability to negotiate well with customers, management

Ability to persuade the customer under tough situations

Capacity to communicate effectively with customers

Ability to exert power appropriately

Ability to behave well with peers, customers Ability to lead peoplePower in resolving conflicts arising with customers

Ability to exert authority

Ability to work in a team Ability to empower my subordinatesPersonal qualities

Ability to sell Hotel services to customers Exhibit Organisational Citizenship Behavior whenever possible/ needed

Ability to deal with all types of customers Ability to maintain the cleanliness and neatness of my Hotel

Ability to adapt in any situation Due concern towards the ambience of the Hotel

Commitment towards work/ customer satisfaction

Aware of my own objective after 5 years in the Hotel Industry

Honest in whatever activity I do Progress towards my objective in the Hotel IndustryMaintain integrity in my roles &

responsibilities

5) OVERVIEW OF MADURAI CITYMadurai is popularly known as “temple city”, in recognition of its spiritual commitment.

There are a lot of tourist spots in and around Madurai, including the very famous Meenakshi



Amman temple, which adds many more glory and pride to this temple city. This leads in

attracting more tourists both from within India and outside India as well. Hence, hotels are

always busy rendering to the needs of the tourists. In fact hotels have been known to run 24

hours round the clock in a city like Madurai. There are certain areas in Madurai that

accommodate hotels which are even busy during 01:00 PM to 04:00 PM in the night. Changing

and unrelenting economic, social and technological changes have spurred the need for flexible,

skilled workers who can help their organizations and sustain a competitive advantage. To be

relevant within organizations and indispensable to clients and tourists alike, workplace learning

and performance professionals must continually reassess their competencies, update their skills

and have the courage to make necessary changes. Hotels and managing hotels have and will

always be complex. There is no denying the need to perform through a combination of utilizing

predictive or forecasting tools, techniques or methods, yet without trivializing the need to sustain

and drive a motivated high performing workforce. Every hotel’s needed to sustain in a

competitive environment, gave rise to the need to understand and learn to establish the context of

competency mapping.

6) STATEMENT OF THE PROBLEM

Everywhere, there is competition. Customer retention and attracting potential customers

are equally important for every business including Hotel Industry. There are numerous strategies

adopted by different hotels. Nowadays, competency mapping is also emerging in maximizing the

involvement, implementation of managerial decisions in an efficient manner. But, there are

numerous constraints in implementing competency mapping at various levels in Hotel Industry,

like structural problems, quality of work force, turnover, tailor made strategies etc. It is essential

to galvanism the performance of various employees towards achieving the organizational goals

or objectives. Hotel employees require a set of abilities and performance traits for superior

performance to score over competitors. It is difficult to access those elements without doing a

research.

The above mentioned areas create an opportunity for the researcher to make an in depth

analysis by covering all the dimensions of competencies of hotel employees including –

Identification of competencies of hotel employees

Assessment of competencies and application of inter relation of competencies with other

HR practices like recruitment, training & development, performance management, career

planning, reward system & job redesign



Developing a competency model for the organization

7) OBJECTIVES OF THE STUDY

To identify the competencies available among hotel employees

To study the importance of competency mapping in Hotel Industry

To understand the inter relation among competencies and organisational practices

To ascertain the level of deficiency in competencies.

To suggest various measures to overcome the deficiencies in competencies.

8) RESEARCH METHODOLOGYDescriptive research method is the one to be employed here. The period of study ranged

for three years starting from August 2011 to August 2014. The area of the study is hotels in

Madurai city. Hotels having more than 100 employees, with proper departmentalization,

boarding & lodging facilities are selected. The population for this research would be the total

number of employees in 20 selected hotels in Madurai. The sample size is 500, which would be

the product of 25 employees selected from the 20 hotels in Madurai. Out of 500, 29 respondents

were rejected for data analysis, as the data collected from them was incomplete. Hence, only 471

respondents got qualified for data analysis.Multi Stage Sampling has been used. This involved

segregating the entire population into different clusters. The first stage cluster involved grouping

hotels having more than 100 employees with proper departmentalization, boarding & lodging

facilities. 20 Hotels out of these was randomly selected using Simple Random Sampling. The

second stage cluster consisted of selecting 25 employees from these 20 hotels using Stratified

Sampling, who were then administered questionnaires. Thus a sample size of 500 respondents

was selected for the study.

9) RESULTS AND DISCUSSION

The authors have carried out many analysis based on the data collected and the research

objectives. This report shows some of the major analysis, excluding others because of want of

space.

9.1) Mann Whitney U test

In statistics, the Mann–Whitney U test is a non-parametric test of the null hypothesis that

two populations are the same against an alternative hypothesis, especially that a particular

population tends to have larger values than the other. It has greater efficiency than the t-test on

non-normal distributions, such as a mixture of normal distributions, and it is nearly as efficient as

the t-test on normal distribution.


http://en.wikipedia.org/wiki/Normal_distribution

http://en.wikipedia.org/wiki/Mixture_distribution

http://en.wikipedia.org/wiki/T-test

http://en.wikipedia.org/wiki/Asymptotic_relative_efficiency

http://en.wikipedia.org/wiki/Alternative_hypothesis

http://en.wikipedia.org/wiki/Null_hypothesis

http://en.wikipedia.org/wiki/Statistical_hypothesis_test

http://en.wikipedia.org/wiki/Non-parametric_statistics

http://en.wikipedia.org/wiki/Statistics


Hypothesis

Ho: There is no impact of Gender upon Sensitivity towards events

H1: There is an impact of Gender upon Sensitivity towards events

Table No 9.1.1

RanksGender N Mean Rank Sum of Ranks

Sensitivity towards eventsMale 417 231.59 96574.50

Female 54 270.03 14581.50

Total 471

Table No 9.1.2

Test StatisticsSensitivity towards events

Mann-Whitney U 9421.500

Wilcoxon W 96574.500

Z -2.103

Asymp. Sig. (2-tailed) .035

From the above Table No 9.1.1, it can be inferred that the mean ranks of male and female upon

sensitivity towards events are 231.59 and 270.03 respectively. This concludes that female

respondents are better in sensitivity towards events compared to male, but the number of female

respondents is only 54 compared to 417 male respondents.

From the above Table No 9.1.2, it can be deduced that the Mann-Whitney U value is 9421.500

and the corresponding significant value is .035. As the calculated significant value is less than

0.05, the alternative hypothesis can be accepted at 5% level of significance and it can be

concluded that there is an impact of Gender upon Sensitivity towards events.

9.2) Kruskal Wallis TestIn statistics, the Kruskal–Wallis one-way analysis of variance by ranks (named

after William Kruskal and W. Allen Wallis) is a non-parametric method for testing whether

samples originate from the same distribution. It is used for comparing more than two samples

that are independent, or not related. The parametric equivalent of the Kruskal-Wallis test is the

one-way analysis of variance (ANOVA). When the Kruskal-Wallis test leads to significant

results, then at least one of the samples is different from the other samples. The test does not


http://en.wikipedia.org/wiki/ANOVA


http://en.wikipedia.org/wiki/W._Allen_Wallis

http://en.wikipedia.org/wiki/William_Kruskal

http://en.wikipedia.org/wiki/Statistics


identify where the differences occur or how many differences actually occur. It is used when we

wish to compare three or more sets of scores that come from different groups.

Hypothesis

Ho: There is no influence of reason for choosing hotel industry over awareness of customer’s

demands and expectations

H1: There is an influence of reason for choosing hotel industry over awareness of customer’s

demands and expectations

Table No 9.2.1Ranks

Reason for choosing hotel industry N Mean Rank

Awareness - Customer's demands

& expectations

Aim/ liking 129 262.20

Societal compulsion 72 293.85

Related to qualification 97 203.06

No other choice 173 210.86

Total 471

Table No 9.2.2Test Statistics

Awareness - Customer's demands & expectations

Chi-Square 32.103

df 3

Asymp. Sig. .000

From the above Table No 9.2.1, it can be understood that, the mean ranks of reason for choosing

hotel industry in terms of up to aim/liking, societal compulsion, related to qualification, no other

choice towards awareness of customer’s demands and expectations are 262.20, 293.85, 203.06

and 210.86 respectively. This helps in concluding that the respondents having chosen to work in

hotel because of societal compulsion have better awareness of customer’s demands and

expectations, followed by aim/liking compared to those having chosen their job because of other

reasons. The respondents having chosen to work in hotel because of the reason that it is related to

their qualification have the least awareness of customer’s demands and expectations.



From the above Table No 9.2.2, it can be realized that the Chi-Square value is 32.103 and the

corresponding significant value is **. As the calculated significant value is less than 0.01, the

alternative hypothesis can be accepted at 1% level of significance and it can be concluded that

there is an influence of reason for choosing hotel industry over awareness of customer’s demands

and expectations.

9.3) Wilcoxon Signed Ranks TestThe Wilcoxon signed-rank test is a non-parametric statistical hypothesis test used when

comparing two related samples, matched samples, or repeated measurements on a single sample

to assess whether their population mean ranks differ (i.e. it is a paired difference test). It can be

used as an alternative to the paired Student's t-test, t-test for matched pairs, or the t-test for

dependent samples when the population cannot be assumed to be normally distributed.

Hypothesis

Ho: There is no significant difference between total experience and sound knowledge towards

hotel business

H1: There is a significant difference between total experience and sound knowledge towards

hotel business

Table No 9.3.1

RanksN Mean Rank Sum of Ranks

Sound knowledge - Hotel business - Total

experience

Negative Ranks 40a 114.62 4585.00

Positive Ranks 386b 223.75 86366.00

Ties 45c

Total 471a. Sound Knowledge - Hotel Business < Total Experience

b. Sound Knowledge - Hotel Business > Total Experience

c. Sound Knowledge - Hotel Business = Total Experience

Table No 9.3.2



Test StatisticsSound knowledge -

Hotel business - Total experience

Z -16.284

Asymp. Sig. (2-tailed) .000

From the above Table No 9.3.1, it can be originated that the number of negative ranks, positive

ranks and ties of sound knowledge towards hotel business over total experience is 40, 386 and 45

respectively. This confirms that 40 respondents have less knowledge towards hotel business, 386

respondents have more knowledge and there is a tie in case of 45 respondents when compared

with total experience.

From the above Table No 9.3.2, it can be inferred that the Z value is -16.284 and the



there is a significant difference between total experience and sound knowledge towards hotel

business.

9.4) Friedman Test

The Friedman test is a non-parametric statistical test developed by the U.S. economist Milton Friedman. Similar to the parametric repeated measures ANOVA, it is used to detect differences in treatments across multiple test attempts. The procedure involves ranking each row (or block) together, then considering the values of ranks by columns. Applicable to complete block designs, it is thus a special case of the Durbin test.

Hypothesis

Ho: There is no association between knowledge of products & services, understand customer’s

feelings, effective communication, persuading skills & dealing with all types of customers

H1: There is an association between knowledge of products & services, understand customer’s

feelings, effective communication, persuading skills & dealing with all types of customers

Table No 9.4.1


http://en.wikipedia.org/wiki/Durbin_test

http://en.wikipedia.org/wiki/Complete_block_design

http://en.wikipedia.org/wiki/Ranking

http://en.wikipedia.org/wiki/ANOVA

http://en.wikipedia.org/wiki/Repeated_measures

http://en.wikipedia.org/wiki/Parametric_statistics

http://en.wikipedia.org/wiki/Milton_Friedman

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Statistical_test



RanksMean Rank

Knowledge - Products & Services 3.07

Understand customer's feelings 3.19

Effective Communication 2.74

Persuading Skills 2.94

Dealing - all types of customers 3.06

Table No 9.4.2

Test StatisticsN 471

Chi-Square 34.256

df 4

Asymp. Sig. .000

From the above Table No 9.4.1, it is established that the mean rank of knowledge of products &

services, understand customer’s feelings, effective communication, persuading skills & dealing

with all types of customers are 3.07, 3.19, 2.74, 2.94 & 3.06 respectively. This helps in

ascertaining that the respondents are good in understanding customer’s feelings when compared

with other criteria chosen for the analysis. This also helps in knowing that the respondents are

lagging behind in effective communication when compared with other criteria chosen for the

analysis.

From the above Table No 9.4.2, it can be incidental that the Chi-Square value is 34.256 and the



there is an association between knowledge of products & services, understand customer’s

feelings, effective communication, persuading skills & dealing with all types of customers.

10) PROPOSED MODEL

Based on the literature review and the result of previous researches, the authors have proposed

the following model depicting the competencies required for hotel employees.



(This section of the page intentionally left blank due to want of space for inserting proposed model)



11) SUGGESTIONS The top management in hotels has to take appropriate steps towards identification and

development of required competencies. Orientation programs need to be provided for employees new to the organisation. Proper training programs have to be imparted at regular intervals for developing and

enhancing the competencies required. Hotel employees need to be educated towards the changing trends in Hotel Industry. Negotiation skills need to be enhanced. Male employees have to improve their skills in terms of sensitivity towards events &

listening. Organisational Citizenship Behavior needs to be improved in employees below 20 years

and above 50 years. Training program on Customer Satisfaction, understanding customer’s demands and

expectations need to be imparted. Employees need to be trained in effective communication.

12) DIRECTION FOR FURTHER RESEARCH

There seems to be always a demand for certain businesses, including Hotel business. Hotel

industry is flourishing in all directions in a service economy like India. It still remains an avenue

to serve one of the very important basic needs of mankind. Madurai has always remained as one

of the prominent tourist spots in South Tamilnadu. Madurai would be attracting many more

tourists in the future in view of its spiritual recognition. A study on Competency Mapping in

Hotels in Madurai would definitely serve to be a valuable source of information for researchers

in the future. Appropriate models of competency mapping in Hotel Industry are yet to come. All

employees are concerned in knowing their level of competency and in improving and enhancing

the required competencies. Organisations also are very keen in developing and retaining talented

manpower, which is the key for its growth and sustainability. Appropriate identification of

competencies would also help them to ascertain the pitfalls and take appropriate action.

Organisations would find competency mapping helpful in attaining their goals and objectives.

Employees can be fine tuned in the competencies that are deficient, which would be of great

benefit to the organisations. This would remain to be an area of concern, for decades and

centuries, and in fact till Hotels exists!!!. Hence, there seems to be a positive direction for further

research in this area. This would also be of some help towards appropriate research in Hospitality

sector as well.



13) CONCLUSION Still, there remains a demand for hotels in any city or town. Of course, each and every family would have visited at least one hotel of their choice in their life time. Hence, everybody is a customer for a Hotel Industry. There has been a drastic change in the life style, consumption pattern & per capita income of customers. This reflects in their demands and expectations towards hotels. Hotel employees need to identify, understand and cater to the changing demands and expectations of customers. Hence, they need a set of competencies for achieving it. The researcher hopes that this study would definitely provide a general framework for identifying and analyzing the competencies of hotel employees.

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http://projectmanagement.vinsys.in/competency,mapping.html

http://ssrn.com/abstract=1843277

http://www.MBAArticles.com/

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