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[PDF] Business service management

   

Added on  2021-04-21

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Service and Management StrategiesName of the Student:Name of the University:
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Executive SummaryThe aim of this report is to produce a service design proposal for addressing the whole servicespectrum of Broughton House. The aim of this report is to produce a service design proposal foraddressing the whole service spectrum. The focus is on the management of service quality of thehotel industry and how to improve the service failure recovery process. This report helps inunderstanding the management of service quality by applying the SERVQUAL model. The mainaim of this paper is to help Broughton House improve customer satisfaction, enhance theirpositive experiences and reduce the chances of failures and loss due to these failures. BroughtonHouse needs to focus on the critical key elements that constitute the services and hence achievelong term as well as short term goals efficiently.
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Table of ContentsExecutive Summary21.0 Introduction to Report42.0 Analyses and Discussion52.1. Broughton House’s Service Concept52.2. Strategies for Managing Service Encounters62.3. Strategies for Managing Service Quality and Satisfaction72.4. Managing Service Processes and Environments82.5. Managing Service Failure and Recovery102.6. Managing External and Internal Customer Relationships112.7. Managing the experience factor in service design and delivery123.0 Conclusion124.0 Recommendations13Reference List15Appendices182. Illustrations22
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1.0 Introduction to ReportAccording to Chathoth et al. (2016), service concept helps in mediating the client needswith the organizational intent. The service concept includes both tangible and intangibleelements that create value for the customers (Goldstein et al., 2002). In the given case study,Broughton House is converted into a boutique hotel mainly attracting leisure and businesstravellers. The main requirements of the leisure and business travellers are centralized location,in-house dining option, dedicated services and exclusive amenities. Being one of the fastestgrowing sectors in the world right now, the hospitality industry provides growth opportunitiesand it can be done by following the proper service quality management and service failurerecovery processes. Broughton House would have to follow the critical procedures and practices to maintainthe customers’ satisfaction and help in the growth of their brand image. This can be done byhaving proper working structure, use effective communication skills by the employees and themanagers and considering the feedbacks of both the customers and the hotel employeesproviding the services. They would have to use proper tools such as the SERVQUAL model andtheory which puts the service quality as their prime factor and the scale helps in quantification ofthe quality of services being provided. They would have to eliminate the probable causes offailure and reframe their policies and structure for improvement. There are various servicemanagement strategies that Broughton House should be following in order to create a betterbrand name and enhance the brand image. The case study further states that the hotel providesconcierge services which are well appreciated by the travellers as they might require insiderinformation and tips on best places to visit or eat in the city. A satisfied customer would work asan indirect promotion and even if there was a failure, the recovery method used to minimise thedamage would say a lot about the quality of hospitality being provided by the hotel. The key is toprovide these services giving a sense of comfort and reliability to the customers and the same hasbeen discussed in the report.
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2.0 Analyses and Discussion2.1. Broughton House’s Service Concept According to the case study, Broughton House is a boutique hotel that offers much betterservices and amenities than an average hotel. The service concept of the hotel includes bothtangible and intangible offerings. The tangible offerings of Broughton House are living spaceswhich are decorated with high quality linen and curtain drapes, food offered at the restaurant,computers and phones. The intangible offerings are room service, reservation services, parkingfacility, check-in and check-out services and others.Parasuraman, Zeithaml and Berry (2013) define customer expectation as the ideas andfeelings about a product or service. The target customers of Broughton House are leisure andbusiness travellers. The most important features that these target customers look forward to arean ideal location, helpful concierges, WiFi and recreational facilities. Apart from the above, thecustomers look for friendly nature of the staff, courtesy, honesty and to-be-informed. Accordingto the case study, the location of Broughton House is nearby various entertainment and externaldining outlets. There are fifty parking spaces that allow the visitors to utilize the amenitieswithout going through the parking hassle. The case study further states that the hotel providesconcierge services which are well appreciated by the travellers as they might require insiderinformation and tips on best places to visit or eat in the city. Moreover, the hotel has threedistinct food and beverage services that include 100-seat restaurant and café, a bar for welcomeand after-hours. These features shall increase the expectations of its travellers as the needs ofbusiness travellers involve reliable, freshly cooked and 24-hour available food option (Pizam,Shapoval, & Ellis, 2016).It is further analysed that Broughton House is looking to satisfy the needs and meet thecustomer expectations. The exclusive amenities, high quality décor and ambience shall increasethe service expectations from the hotel suiting the customers’ mood and emotional state. It shallhelp in building a foundation of exceptional service and need fulfilment that shall lead them inrevisiting Broughton House (Gabbott & Hogg, 2000).
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2.2. Strategies for Managing Service EncountersService encounters can be defined as the interactions between the service provider andcustomer. There are three main departments at Broughton House: Front Office, Restaurant/Caféand Concierge Desk. The front office at Broughton House includes the reception where the guests go after theyarrive at the hotel. Firstly, it is recommended to greet the customer when they arrive at thereception. It is because greeting creates a good first impression and a positive atmosphere incontinuing the conversation. The staffs must wear a smile on their faces from the moment guestswalk in till they walk out. Secondly, when a guest places request for room reservation, theirneeds and nature must be dealt in an understanding demeanour. Even if the hotel is booked to itscapacity, they may suggest alternate hotels in the locality (Lusch, Vargo, & O'Brien, 2007).The two most common situations of service encounters at the restaurant/ café ofBroughton House are taking order for food and beverage, and dealing with rude or troublesomecustomers. Firstly, the main aim of the food and beverage department is to provide high qualityfood and top-notch services. The orders placed by the customers must be written and delivered inthe kitchen as soon as possible. It is because the customers expect their food to arrive soon withless waiting time. Secondly, as the customers pay for service, they have certain expectationsfrom luxurious hotel. There may arise situations where the customers shout or be abusive. It issuggested that the employees at Broughton House must not take the anger or frustration of itscustomers personally. They must try to take on a positive attitude without lowering the duty andnot let a dissatisfied customer walk away (Garavan, Morley, Gunnigle, & McGuire, 2002). Concierge Desk has multiple functions that include taking reservations, assisting visitors,facilitating travel, keeping guests informed and handling multiple activities. Firstly, the mostcommon interaction and service encounter is to facilitate travel. It is suggested that the conciergedesk must arrange for tours, excursion and transfers of passengers from airport (Bayraktaroglu &Kutanis, 2003). It is because Broughton House shall be able to develop a deeper relationshipwith their clients. Secondly, the concierge desk must keep their patrons informed of the nearbymuseums, sightseeing destinations, hotels and others. It is because the employees can show that
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