Content Introduction         Pg. 2          Importance of service brand          Background information of The Ritz-Carlton Hotel          Reasons for choosing The Ritz-Carlton Objectives         Pg. 3 Conceptual background         Pg.3          Brand's central idea          Brand chartering Methodology         Pg. 4 Result and Discussion                   Brand's central idea         Pg. 4- 10          Brand chartering         Pg. 10- 15 Recommendation         Pg. 15- 16 Conclusion         Pg. 16 Reference         Pg. 17 Appendix          Rewards         Pg. 18          Brand chartering thoughtpad         Pg. 18          Interview questions         Pg. 19- 20          Core product and supplementary services         Pg. 20- 23          Types of information stored in CLASS database         Pg. 23          …showed first 75 words of 4018 total…

…showed last 75 words of 4018 total…Business Service *         Conference concierge *         Express check-in/departure *         24-hour secretarial services (fax, photocopies, telex, courier) *         Airport shuttle service provided by hotel or local transportation company (fee may be applicable) *         Technology Butler *         High-speed Internet access Appendix 5 Types of information stored in CLASS database Appendix 6 Needs and sources of market research Appendix 7 Service Quality Indicators defects Appendix 8 Internal customers' satisfaction data Appendix 9 Percentage of turnover rate Appendix 10 Gold Standards Appendix 11 Business Excellence Roadmap Appendix 12 The basic empowerment process