TOU9162M – Customer Service Management

Added on - 17 Oct 2020

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25011414Trung Chanh TranTOU9162M-9-1JF-1920MCs International Hosipitality Management with Professional PracticeTOU9162M – Customer Service ManagementCustomer Service Report for La Roja Bungalows HotelIn Bali, IndonesiaStudent: Trung Chanh TranNatascha McVeighWord Count – 3275
25011414Trung Chanh TranTOU9162M-9-1JF-1920ContentsI.Executive Summary............................................................................................................3II.Introduction.........................................................................................................................3III.Customer Service Problems............................................................................................4III. 1.Physical Servicescape – Facility and Service Issues...............................................4III. 2.Authors Observation................................................................................................4III. 3.Adaption of Customer Service Model: ServQual....................................................5III. 4.Service Blueprinting................................................................................................7III. 5.Customer Loyalty Ladder........................................................................................8III. 6.The impact on internal and external stakeholders.................................................10IV.Conclusion.....................................................................................................................11V.Recommendations.............................................................................................................12VI.References.....................................................................................................................13VII.Appendices....................................................................................................................15VII. 1.Appendix A: La Roja Bunglows Hotel in Bali, Indonesia....................................15VII. 2.Appendix B: Review Summary of La Roja Bungalows on Google Review.........15VII. 3.Appendix C: Customer review on Traveloka.com................................................16VII. 4.Appendix D: Customer review on Agoda.com......................................................16VII. 5.Appendix E: Customer review on Booking.com...................................................16Table of figuresFigure 1: The Gaps Model of Service Quality (Parasuraman et al., 1985)................................6Figure 2: Adaption of Service Blueprint for La Roja Bungalows.............................................7Figure 3: Customer Loyalty Ladder...........................................................................................9
25011414Trung Chanh TranTOU9162M-9-1JF-1920I.Executive SummaryThis report was commissioned to critically analyse the customer service processof La Roja Bungalows, a hotel located in Bali, Indonesia. The purpose was to identifypotential customer management issues, its impact on internal and externalstakeholders and to provide recommendations to solve these problems in the future.Secondary research data has been examined and two customer service managementmodels have been adapted to identify areas of improvement. By using the ServQualModel as well as the Service Blueprinting Model, two key issues were allocatedwhich are shortage in employees’ responsibility and insufficient investing on moderntechnology are the main reasons for customer’s disappointment and complaints. Alsothis paper recommends several approaches such as providing staffs with an adequatesystem of quality control and investing more on tangibles and facilities, which thehotel should consider to attempt in order to close the service gaps and gainimprovement in terms of interacting with visitors.II.IntroductionLa Roja Bungalows is located in the middle of a rice terrace of Sebatu Village. Theservicescape includes wooden style interior which management perceives at unique in naturalhabitat tourism. “We speak your language” – this is the slogan of the company which reflexstheir vision. It is concluded as maintaining a high level of customer safisfaction by providingclients with value added transaction through positive customer interaction. Over a long periodfrom establishing, the hotel is still increasing the number of customer service staffs from 5 to25 people in order to maintain the best quality.In the last few years, the service sector of hotel is observed to have such a significantdevelopment in terms of meeting customer expections. Achieving 4.6-star review on Googleis a deserved upshot for the efforts of the front-desk team. The hotel also successes inbuilding its reputation on the most popular booking websites such as Trip.com, FindHotel,Etrip... with its regular appearance on the search engines. However, in terms of the guest-service sector, the staffs sometimes fail in putting the efforts to improve customers’gratification.Page3
25011414Trung Chanh TranTOU9162M-9-1JF-1920III.Customer Service ProblemsIII. 1.Physical Servicescape – Facility and Service IssuesThis session is aimed to identify the gaps or discrepancies between hotel managers andthe customers’ perspectives of service performance satisfaction through the analysis ofService Quality Gap Model(Parasuraman et al., 1985). Delivering excellent service quality isviewed as a main role of hotel business. Service quality is profit strategy. Lodging businessesthat implement successful service quality strategy not only have greater customer satisfaction,they also enjoy greater margins and lower operational costs. La Roja Bungalows iscomplimented by “excellent” by most of its visitors, with the average point of 8.9 on the scaleof ten(Agoda.com, 2019). However, in some cases, the customer service staffs did notperform effectually in interacting with visitors or handling their expectations. For instance,the hotel received some negative feedbacks on several booking platforms in terms of theirservice:Good, friendly staff, one problem is that air conditioning is less cold.”(Traveloka.com,2019).“Good location, good people and service. But room air-conditioner is weak as it is quitewarm.”(Agoda.com, 2019).“Two very important things for any hotel is a comfortable bed and a good shower. The sleepwas indeed comfortable but the shower was lacking pressure, the pressure was horrible.They should definitely install some pressure pumps. The choice of breakfast is very limited- itwould be helpful to have a wider variety. Also when we entered the room, the bathroom hada horrible horrible smell! They can still concentrate on few finer details for a better stayingexperience.”(Booking.com, 2019).III. 2.Authors ObservationIn addition, according to author’s observation and experience, when customersapproach the front-desk staffs to question about the facility issues, it is believed that therewere some insufficient actions made by the staffs. Customer was looking for someexplanation about the weak air-conditioner in their rooms and expecting some compensationfrom the hotel’s side. However, due to the lack of situation-handling skills, the staffresponded saying it was not their priority and a message would be delivered to thePage4
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