[SOLVED] Service Quality Research and Analysis

This assignment involves a comprehensive review of various service quality research studies. It includes an empirical study on service quality in the Malaysian hotel industry, understanding service quality factors, and measuring service quality using different methods such as SERVQUAL model, data envelopment analysis, and mobile service quality measurement. The studies cover topics like interpersonal service quality, self-service technology, retail patronage, airline service quality, and urban bus transport service quality. The assignment requires a detailed analysis of these research studies to provide insights into service quality and its impact on businesses.

Service
Quality

ABSTRACT
Service quality refers to a process through which a company able to provide appropriate
quality services to customers which help them in attracting customers and attaining goal in
appropriate manner. Along with this it is necessary that an organization must develop its
products and services according to need and demand of customers in order to fulfil their
requirement successfully. Along with this company can adopt various strategies and policies in
order to improve its quality of services such as develop standard, take suggestions and feedback
and so on. Here organisation taken for assignment is The Canary Wharf Hotel that is conducting
its business operations and functions in Canary Wharf, East London, United Kingdom form since
2000 AD. The respective company introduce conference and banquet suit which is having three
event venue space in year 2012. Which is suitable as well as appropriate for organizing meeting,
conferences, weeding, parties and many other functions. For that they elected a quality
management consultant who will conduct analysis of quality which are provided by respective
company and they can improve it so that they related their employees and customers for a long
run.

Table of Contents
INTRODUCTION...........................................................................................................................4
PART 1 ...........................................................................................................................................4
Importance of Quality Management.......................................................................................4
Measuring and Managing service Quality..............................................................................5
Quality management and measurement method.....................................................................6
PART 2 ...........................................................................................................................................8
Service quality impact on The Canary Wharf Hotel..............................................................8
Service quality (Impact and recommendation).....................................................................10
PART 3..........................................................................................................................................13
Customers Feedback System (Online Feedback).................................................................13
CONCLUSION..............................................................................................................................16
REFRENCES.................................................................................................................................17
APPENDIX....................................................................................................................................19

INTRODUCTION
Service quality refers to assessment of quality of services provided by a company in order
to server their customers successfully which fulfil their needs and demand (Wu and Ko, 2013).
Through this an organization able to identify various things such as identify problems and issues,
improve quality of work, treat clients at satisfactory level and many more (Dabholkar, 2015).
Organization taken for this assignment is The Canary Wharf Hotel which is operating its
business in Canary Wharf, East London, United Kingdom form since 2000 AD. In year 2012 the
respective company introduce conference and banquet suit which is having three event venue
space. That are suitable for conducting meting, conferences, weeding, parties and many other
functions. Along with this business of respective company is increasing but they are also facing
issues related to high employees turnover ratio. For which they appointed quality management
consultant who will visit England's QIT. Topics covered in this report are importance of quality
management and how it can be measured and manage. Along with this it include steps as well as
recommendation in order to improve quality and reduce employees turnover ratio of respective
company.
PART 1
Importance of Quality Management
Service quality is refers to contemporary concept formation which is based on perceived
expectation (E) of services along with perceived performance (P) that leads to an equation of
SQ= P-E. It is necessary for a company to develop as well as maintain effective quality of
services at workplace so that they able to attract customers at huge ration and able to attain its
goal and objective successfully (Bernardo, Marimon and Del, 2012). For which they must
develop strategies as well as policies according to need of customers in order to fulfil their need
properly. Along with this service quality is basically divided into two dimensions i.e. Technical
Quality: It refers to outcome or result which a customer receive in order to conduct interaction
with firm which is providing services. Such as meal in a restaurant or cafe, bed in a hotel and
many more. And another is Functional Quality: It refers to factors which is describe about how a
customer will receive services which is related to expressive natures of a company providing
services such as courtesy, promptness and many more.
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Along with this there are different different school of thoughts that are consider by a
company when they conduct work. This is so because this will help them in conducting work in
effective manner. Some school of through are like Nordic European School of Thought- This
school of thought include PSQ model which is develop by Grönroos in year 1984 which will
include perceived service quality that include two main dimensions i.e. technical quality as well
as functional quality (Liang, Ma and Qi, 2013). Along with this in year 1994 Gronroos develop 6
factors which is based on school of thought which are professionalism and skills, attitudes and
behaviour, accessibility and flexibility, reliability and trust worthiness, recovery and reputations
and credibility. As well as North American School of Thought - In respect of this school of
thought in year 1987 Parasuraman, Berry and Zeithaml's develop gap analysis model which
include ten dimensions which are reliability, responsiveness, competence, access, courtesy,
communication, credibility, security, understanding and tangibles. Then in year 1988 they reduce
dimensions and come up with major five service quality dimensions which are reliability,
responsiveness, empathy, reassurance and tangibles.
Measuring and Managing service Quality
There are various measures and managing services which is used by a company in order
to compare it. Such as Service quality dimensions- It refers to various factors which is adopted
by a company in order to conduct their work in effective manner as well as offer services
properly accordingly (Wu and Ko, 2013). There are major five dimensions of quality service i.e.
reliability, responsiveness, assurance, tangibles and empathy. So it is essential for a company to
consider all these factors and then develop decision accordingly. It is essential because if a
customer is satisfied they promote products as well as services in proper way which help in
achievement of goal and objective. It is beneficial because through customers satisfaction a
company may gain various benefits such as they able to increase sales, reduce cost of
promotional expenses, enhance profitability ratio, positive word of mouth promotion, develop
strong relationship with customers and so on.
Along with this there are some other ways such as Profitability (Service profit chain)-
This theory is developed by a group of Harvard University researcher in year 1994. It will
describe about strong as well as direct relationship among satisfaction of employees, customers
loyalty and profitability ratio. The main idea behind service profit chain is that there is existence
of direct relationship among profit, growth, loyalty of customers, customers satisfaction, value
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delivered, employee capability, satisfaction, productivity and loyalty. As well as business
development and Expansion/ Success/ failure: In a lifetime of a company there is time arise
when its management has to decide whether they have to develop business, expand it or decline
it.
Quality management and measurement method
Management:-
1 Service Design: Service design refers to a specific and constructed social practices which
leads capability of a company to attain their customers in proper manner. In this process
an organisation mainly use technology. Along with this it is consider as process in which
mainly planning as well as organising can be done of various factors such as peoples,
infrastructure, relationship and material components. Through it company can also
improve its quality, interaction among services and service provider and many more
(Lam and et.al., 2012).
2 Service Encounter:It refers to a process in which a interaction is done among one person
who is providing services or goods (such as vendors, office clerk, travel agents, suppliers
and so on) to another person. Here, services or goods can be anything such as products,
appointment, tickets of airline, train, movie and many more (Lee and Yang, 2013). It can
be provided through various sources such as face to face, remote, electronic, self service
and so on. So it is essential for a company to identify appropriate service encounter
according to their business which help them in providing services to customers properly.
3 Service Setting: It refers to ambience and physical appearance of a company and ways
through which they are providing their services to customers. It is a complex factors and
include various designing elements. Service setting mainly concern or based on
marketing mix that include 7 P's (Products, price, place, promotion, peoples, physical
evidence and process). So it is essential for a company to conduct analysis and develop or
design ambience according to company offering because it will attract customers.
Measurement Tools:- SERVQUAL: It is one of the popular quantitative method which is used in order to
measure service quality. Its main aim is to measure perception through major five quality
dimensions i.e. tangibles which mean physical evidence, reliability include consistency
and dependency, responsiveness which related to readiness and timeliness, assurance that
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include skills, knowledge as well as empathy that related to caring and individuality. In
respective method customers able to evaluate a firms quality of service by conducting
comparison among perceptions of their service along with their own expectations. Along
with this SERVQUAL is refers to generic measurement tool that is based on complete a
series of scales which is used to measure expectations of service quality (Rauch and
et.al., 2015). Feedback: It refers to factor when an organization take suggestion or advice to its
customers in order to improve its working and process. Along with this through taking
feedback company will able to understand expectation, need as well as requirement of
customers through which they can develop strategies, plans and policies in effective way.
Moreover if The Canary Wharf Hotel take feedback form its customers on regular basis,
then it will seem that they are preferring its customers while taking decision that attract
customers as well as retain them for a long time. Standards: It refers to measuring tool which is develop by a company in order to conduct
comparison on actual performance and standard performance. According to this situation
management of a company will develop a proper guideline which include standard for a
activities performance (Lee and Kim, 2014). Along with this it will also provide
guideline to staffs of a firm to conduct as well as accomplish their work according to
standard which will help them in attaining goal and objective appropriately. In respect of
The Canary Wharf Hotel they can develop standard for their employees so that they can
work accordingly and attain goal.
 TQM: It refers to a method which is used by a company in order to evaluate total quality
of product or process which help company in attaining its goal as well as objective
properly. Moreover it is also consider as management system which is generally focused
on customers as well as organization as well as it will also include employees in order to
understand their situation and then develop strategies accordingly for satisfying them. For
this The Canary Wharf Hotel can use various sources such as strategies, data as well as
effective communication system which integrated to quality of discipline at cultural as
well as activities at the workplace.
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PART 2
Service quality impact on The Canary Wharf Hotel
It is essential for a company to maintain quality of services because by it they able to
attract customers at huge ratio. So for this it is essential company to adopt factors as well as
activities through which they able to attract more and more customers by offering quality
products and services (Suki, 2014). This will help them in attaining goal and objective in
effective manner. In respect of The Canary Wharf Hotel, they are operating its business in
Canary Wharf area of London which is near Railway station which help them in increasing their
business as well as enhance customer base. But along with this, they are also facing some major
issues that directly and indirectly impact on their quality of work. Such as employees turnover of
employees get increased, customers are also getting disappointed with service offering and
many more this will directly impact on their revenue generation.
 Employees Turnover: It refers to a situation when employees are leaving their
workplace because they are not satisfied with salary, environment, work, manager and
many more. This will directly as well as indirectly impact on working process of a
company due to which they may face loss or decline situation. In context of The Canary
Wharf Hotel their employees are not satisfied with their minimum wage as well as
working condition that leads to turnover ratio of employees (Huang, Lin and Fan, 2015).
Along with this it will also impact on working process and productivity ratio of
respective company. So it is essential for The Canary Wharf Hotel to develop strategies
in order to understand need and requirement of employees which help them in conducting
work and attaining goal properly. For this they may conduct various activities like
encouraging them, ask for advice and suggestion, motivate them through monetary and
non monetary aspects and so on.
 Total Revenue: It refers to revenue or profit gain by a company by offering their
products and services in proper way. For a successful business it is essential to gain
proper revenue because by it they able to conduct working process in proper manner
through all essential resources. In context of respective company their working process
get disturbed due to enhancement in employees turnover ratio which leads to reduce in
productive. This will also affect generation of revenue in negative manner because
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employees are not giving their full efforts due to which customers get disappointed which
directly impact on respective company revenue.
 Customers Loyalty: For a company customers plays an essential role because through
them they able to attain their goal and objective. Along with this it is also necessary for a
company to develop strategies and plan through which they can enhance locality of
customers (Hermann and Flecker, 2013). For this they may conduct various activities
such as attain customers properly, provide products and services according to them,
provide discount, wish them on very special day and many more. In respect of The
Canary Wharf Hotel their employees are not behaving effectively with customers or
clients due to which loyalty of customers get decreased which directly impact on their
revenue. So it is necessary for respective company to develop strategies and plans
accordingly which help them in attracting customers and retain them for a long run.
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Service quality (Impact and recommendation)
Quality of services get impact on working as well as process of a company. So in order to
avoid it company develop various strategies as well as policies which help them in providing
quality services to customers. Along with this there are various factors which will impact on
quality of services. Some major of them are explain below:-
 Employees empowerment:- It refers to process or step which a adopted in a company
which provide certain degree of autonomy as well as responsibility to employees for
taking decision on a specific project or task (Barabino, Deiana and Tilocca, 2012). By
this staffs get encouraged that they mean something to their company and due to this they
also accomplish their work in more appropriate way. An organization can improve its
quality of work through empowering employees through various ways such as train
employees, show respect to other, motivate and encourage staffs, listen to others, become
responsive, ask for feedback and many more. Along with this through these a company
able to evaluate its quality of resources and develop strategies, policies and rules
accordingly. This will also develop feeling of connectivity among staffs which encourage
them to conduct work in more effective as well as appropriate manner. Employees
empowerment refers to a long term strategy for investing resources which will include
particular time as well as capital investment from owner of an organisation. In context of
The Canary wharf hotel they provide decision making authority of their field to their
employees which encourage employees as well as retain them for a long run. Through
this respective company gain various benefits such as motivating employees to conduct
work properly and this will also increase their productivity with quality. Along with this,
by the help of employees empowerment respective firm able to get attractive proposition
of firm's management. This will also help company's employees in increase in their
earning through which they able to increase their standard of living. There are some
recommendation which must be adopted by The Canary Wharf Hotel so that they can
adopt employee empowerment in proper and effective way. Such as respective company
must provide generous boundaries to their employees so that they take their own decision
and be responsible for it. Along with this it is recommended that employer must forgive
some little mistakes of employees because if they punish employees again and gain for
small things they will loss their moral and interest in company.
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 Service Quality culture:- Service culture refers to how an individual behave, think and
acting which he/ she learned as well as share through a company. It include various
factors such as philosophies, ideologies, values, assumptions, beliefs, attitudes and norms
which combine different community peoples jointly. Along with this it will develop a
framework on which a staff able to conduct their work properly. It is essential for a
company to maintain quality of services culture so that work will be conduct in smooth
manner. In context of The Canary wharf hotel they can train as well as provide session in
order to make them about respective workplace culture in proper manner. It is beneficial
for a company such as through adopting service quality dimensions a company able to
develop strategies, plans and policies according to situation that help them in attaining
goal as well as objective. Another one is customer satisfaction- In marketing business
customers satisfaction is very essential and used on regular basis. Through satisfaction
level an individual can understand whether a company is meeting expectation of
customers or not, it is essential and necessary that a company that must fulfil satisfaction
level of their potential customer because by it they able to attain their goal and objective
(Amin and et.al., 2013). in order to evaluate service qulaity culture in effective manner
company must adopt TQM in which there are major eight principles of Total quality
management i.e. Customer-focused, Total employee involvement, Process- centred,
Integrated system, Strategic and systematic approach that integrates quality as a core
component, Continual improvement, Fact-based decision making and Communications.
The factors of service quality are based on current situation of a company and it is
essential to maintain it because if they are gaining profit they may expand their business
and if they are facing failure at continuous basis then they may decline or close its
business (Prakash and Mohanty, 2013). So it is essential for a company to develop
strategies and plan in appropriate way that leads to expansion of business effectively and
appropriately. Along with this it will also help The Canary Wharf Hotel to enhance
customers loyalty. So it is recommended to respective company to maintain their culture
of services quality so that they can run their business operations properly and it will also
provide them am opportunities to expand business in national as well as international
marketplace properly.
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 Understaffing/ recruitment practices:- It refers to a process in which a company
recruit new staffs according to requirement or fire those employees who are not
conducting work in effective way (Sumaedi, Mahatma and Metasari, 2012). Along with
this understaffing refers to situation where an organization carries less number employees
in respect or ordering to amount of work available in an organization. This condition will
increase negative condition at a workplace because every employees feel pressurised due
to over burden of work. In order to handle it company may adopt various things such as
they create team for conducting one which leads to completion of work easily. Moreover
employer must take sessions so that their employees stay positive and accomplish work
in proper manner. Along with this it will be overcome by recruiting more employees
according to vacant position of company. They must train new recruited employees so
that they can accomplish their work in appropriate as well as effective manner. Through
this they also able to check their quality of work. By using major five dimensions of
service quality which help a firm in attaining their goal and objectives i.e. tangibles,
reliability, responsiveness, assurances and empathy. In respect of respective company
they conduct analysis in order to identify where they required to hire new employees or
they have to promote some employees to higher level. After this they provide training and
development so that they can accomplish work in properly and help company in attaining
its goal and objective. It is essential for respective company employer to conduct analysis
and identify requirement of number of employees according to vacant position. For
which they can design recruitment as well as selection process in order to get appropriate
candidate which help them in attaining goal and objective in proper manner. Through this
process burden of work on existing employees get reduce and they fell motivated and
successful completed their work in timely manner. This will also improve working
condition of The Canary Wharf Hotel. Along with this, through new recruited employees
they able to get new as well as innovative ideas or suggestion which help company in
gaining more and more profitability ratio and market shares.
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PART 3
Customers Feedback System (Online Feedback)
To create successful business and by launching new products and services into market
place organisation have to take feedbacks from consumers and employees. Customers helps in
prepare better products and services by telling how they feel or perceive about product and
services and consumers give best advice. Organisation use various types of actionable strategies
to get feedback from their consumers. In traditional way of interact with people and know their
views that are quarterly business reviews, paper based customer survey, telephone survey and
personal emails (Chen, 2013). But present world is a digital world in which everyone connect to
reach at large no. of consumer base. In case of canary wharf hotel they are deal in hospitality
sector and their revenue also rises day by day but to unsatisfactory employee services reduce
ratio of consumer and as per their reviews and the rate of employee turnover rises day by day. So
in that scenario role of feedbacks from both employees and consumers rises to interact with them
and closely know about root cause of that concern.
The Canary wharf hotel using social media and also handles their own online website in
which they communicate with their employees and consumers about their experience. Such as
when consumers visit their hotel they provide them a form in which some questions are
mentioned that helps in finding out their major key areas and also spheres in which they have to
focus on. In scenario of canary wharf hotel they use android offline survey app in which
consumer can easily deliver right kind of knowledge and information that gather or observe
while availing services in that particular sphere (Sivakumar, Li and Dong, 2014). By using that
application consumers can accurately and by digitally communicate in proper way. In feedback
page the main important questions mentioned helps to organisation in taking important decisions
so that they can gain competitive advantage. Questions that mentioned in canary wharf hotel that
are:
 Compared and provide marking in comparison to other similar hotels services.
 The factor that most like by consumers and give you delighted experience.
 Any other thing which an consumer did not like and want major changes in major sphere.
 Major attributes that you like to introduce that make their experience better than before.
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On other hand to know the service part of employees, in feedback form some major questions
should be mentioned such as
 Is staff act in professional way, courteous and behave in good way.
 How would you rate out customer service and business.
 How did you know about that hotel.
 How was the meal and beverages.
All are the major queries that asked by canary wharf hotel to know their key strength and
weaknesses in which they have to majorly focus so that important results should be
accomplished. So from both employees and consumers they take important information such as
from employees they ask that their issues while working in Hotel premises and they also focus
on enhance their wage level by evaluating their actual performance with desirable one so that
they can majorly work on it.
Question and answers related to customer services:-
1. Question: Were you greeted in positive and friendly manner?
Answer: Yes, your staffs are very friendly and cooperative.
2. Question: Did you like our products and services?
Answer: Yes your products and services are good.
3. Question: Did our staffs helpful as well as courteous?
Answer: Yes, but some staffs are very rude and not cooperative .
4. Question: How would you rate your experiences at scale of 5?
Answer: I will rate my experiences 4.
5. Question: Do you want to provide any suggestion?
Answer: I like your products and services but you should train your all employees including
cleaning staffs how to behave with customers properly.
Customer feedback is an evaluation technique which avail by every industry about
consumer was satisfied by provided their products and services, is their expectations met as
desirable set of expectations or consumer will be interested to avail services in future. The way
of providing feedback also influence the purchasing pattern and behaviour of an individual.
Feedbacks should be consider very much crucial part for any organisation specially in field of
hospitality sector where services and way of greet plays major role in giving delighted consumer
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services (Lam and et.al., 2012). Open communication is one of best way to build opinion and
way to get important information and knowledge to gather right kind of knowledge and
information from consumers and employees. In case of canary wharf hotel they conduct
interview after some fixed duration by using kinds of tools and technique for evaluating
performance level of employees and kind of experience they can deliver to their consumers by
focusing on major spheres. In case of canary wharf hotel their major sphere in which feedback
and important information should be gathered that their employee turnover rises day by day and
also employee complaining about that their wage rate is comparatively less than in comparison to
other similar kind of hotels.
On other hand the ratio of consumers feels dissatisfied due to not from service side of
staff members. In that case organisation focus on demand side with supply side of consumer
satisfaction so that they can easily met their expectation level and comply with industrial
changes. Consumer feedback plays vital role and majorly significant role by allowing current
level of strategy by evaluating needs and wants of consumer in present scenario. It influence for
further research and development in major spheres in which organisation lack behind. Complains
of consumers are very much important in terms of coaching and positive feedback towards
employees enhance probability of incentives in an organisation and motivate employees because
it is major part of employees career growth. It also helps in fix impression for consumers and
provide adequate compensation which are major part in organisational growth and enhancement.
But in every organisation need of improvement exist always and it is endless in nature. Further it
is important that method of collection of feedback should be appropriate and helps in achieve
organisational goals and objectives (Basfirinci and Mitra, 2015). So take advantage of these
possibilities in canary wharf hotel they set an standards in which every employee and consumers
can give their accurate judgement about major spheres in which important reforms and changes
are essential for growth and enhancement. In case of collecting proper feedback organisation
avail services of social media so that they directly connect with costumer base and know their
taste and preferences in proper way. With the huge usage of internet and self planned cuisines
that helps to consumers and employees in giving major changes and bring harmony in their
product and services so that delighted experience should be build in front of consumers. In
today's world some feedback sights are plays very important role to record and revert taste and
preferences of consumer base and provide it accordingly.
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To collect and monitor feedback organisation have to collect knowledge and information
so that find out appropriate changes that are useful in gaining higher profitability to gain
competitive advantage. In canary wharf hotel they use semantic web technologies for collecting
and to reap benefit for societal welfare and organisation as well. With help of semantic annotated
data and information an organisation can easily transform existing old data and knowledge into
already automated suitable processing system that proved beneficial in collecting right kind of
knowledge and information about consumer taste and preferences. There are some major
challenges that also faced by an organisation when they implement feedback procedures in
organisation to gain competitive advantage. In spite of kinds of tools and techniques organisation
face lot of challenges and bottlenecks that creates hazardous effects while implementing
feedback procedure into organisation (Basfirinci and Mitra, 2015). The most important factor
that consumers not giving their positively feedback while they asked to do. So the lack of
accuracy in works and procedures affect in proper results.
CONCLUSION
From above discussed point it can be conclude as well as analysis that for an organisation
it is essential to maintain quality of services so that they can attain their goal and objective in
effective way. Along with this it will also help in attracting customers that leads to enhancement
in profitability ratio and market shares. To maintain quality of service a company have to
conduct various things such as train employees, develop standard, assign work according to
skills and ability and many more. Moreover their are various school of thought which help a
company in understanding situation and design strategies accordingly in order to attain goal. An
organization can also measure and manage quality of services through several tools such as
profitability ratio, business development, expansion, quality of services and customer
satisfaction. It is essential for a company to manage and measure quality of services for which
they can use several tools such as for management i.e. service design, encounter and setting as
well as for measurement tools are SERVQUAL, feedback, standard and total quality
management. By adopting these company able to satisfy their customers in proper manner and
attain goal and objective properly.
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REFRENCES
Books and journals
Dabholkar, P.A., 2015. How to improve perceived service quality by increasing customer
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hedonic quality: A study of the dimensions of e-service quality in online travel
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Liang, D., Ma, Z. and Qi, L., 2013. Service quality and customer switching behavior in China's
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Rauch, D.A., and et.al., 2015. Measuring service quality in mid-scale hotels. International
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Chen, W.J., 2013. Factors influencing internal service quality at international tourist
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Lam, S.Y., and et.al., 2012. A structural equation model of TQM, market orientation and service
quality: evidence from a developing nation. Managing Service Quality: An International
Journal. 22(3). pp.281-309.
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Basfirinci, C. and Mitra, A., 2015. A cross cultural investigation of airlines service quality
through integration of Servqual and the Kano model. Journal of Air Transport
Management. 42. pp.239-248.
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APPENDIX
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Illustration 1: SERVQUAL Model
(Source: SERVQUAL Model, 2019)