The Ritz-Carlton Group is a truly remarkable hospitality industry business in the United States of America, which has operations in five countries. They have been the only hotel business to win the prestigious Malcolm Baldridge Award for Quality in Business. Their “Gold Quality Standards” as explained on their website (http://corporate.ritzcarlton.com/en/A bout/GoldStandards.htm) include their credo/ motto (“ladies and gentlemen serving ladies and gentlemen”), steps to quality service and 20 Ritz-Carlton Basics, which to a very large extent are based on the ideas of Deming. The basics are an integral part of the business‟s daily quality improvement communications to all employees. In order to improve its customer satisfaction levels, the group focuses on four key areas which include