Read the case situation given below and answer the following questions.

Pearl Continental Hotel or PC Hotel is an elegant 5 Star Hotel in the central downtown of Karachi. The hotel offers all facilities of a 5-star hotel. It is well suited for both business & pleasure travelers to Karachi. Pearl Continental Hotel Karachi has 250 guest rooms, including Suits e-floor (Business Floor). There are 4 restaurants which offer Pakistani Chinese and continental food. The hotel has a Swimming pool and health club. The hotel's front office occupies a very important position in ensuring a loyal clientele for the hotel. The front office job is to interact with every outsider who steps into the hotel. The front desk takes care of all the needs of the guests. The most important jobs of the front office include making all the reservations, check-in, and check-out. In short, the front office or the front desk is the interface between the hotel and the outside world. Behind the scene are many people who perform various functions to keep the front office functions smooth. From the very moment a traveler plans to make a stay in the hotel, the front office comes into the picture and interacts with the traveler on a daily basis till he leaves the hotel. The guests can be individual or the corporate guests. In the case of corporate guests, the bill is sent to the organization sponsoring the guest's stay.

Questions a) Identify the Business problem in this case.

b) What are the steps the hotel to take to understand the feedback of the guests?

c) Discuss the role of the front desk officer in the primary data collection of the customers.