Analysis of Service Quality and Acid Tests of Service Recovery in Leonardo Royal London City

This report analyzes the service quality and acid tests of service recovery in Leonardo Royal London City. It includes an analysis of the SERVQUAL model, gaps in service quality, and recommendations for better customer service.

Customer Service 11

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analyse of service quality by focusing on dimensions and gaps...........................................3
Demonstrate knowledge and understanding of the acid tests of service recovery within the
hospitality organisation..........................................................................................................4
Prepare a survey report with recommendations for better customer service..........................6
Recommendations:...........................................................................................................................7
CONCLUSION................................................................................................................................8

INTRODUCTION
Customer services are defined as a perspective that is part of service sector organisations
that are offering large number of facilities to individuals so that they are able to match product of
company and services according to requirement of individuals. Leonardo city tower hotel is one
of largest British hotels that is offering hospitality facilities to customers (Kim and Baker,
2019). Present report is based on analysis of service quality by focussing on gaps, demonstration
of knowledge based on acid test and then preparation of a survey report along with
recommendation for enhancing customer service level.
MAIN BODY
Analyse of service quality by focusing on dimensions and gaps
Meaning of SERVQUAL model: It is a model that is based on making a evaluation of five
perspectives that includes whether content that is are the procedures followed in a organisation.
It is a service quality framework that is developed and aimed to measure the scale of quality in
the service sector industry. Some of the aspects that are part of this model includes the cost of
quality, statistical process control, service process Control and attitudinal service guarantee.
Application of SERVQUAL:
The service quality is regarded as the key concern for different hospitality organisations
according to different aspects to reflect factors that are part of business performance. It is a
qualitative model that is adopted by managers for making comparison with different service
quality measures (Mahr, Stead and Odekerken-Schröder, 2019). It is a model that is used for
purpose of identification of any type of gaps according to five basic components and dimensions.
The analysis of model with respect to Leonardo Royal London City is mentioned below:
Tangibles- The tangible element is focussing on physical assets, human resource and
other tangible elements that are visible to customers. It consist of equipments, facilities,
personnel appearance. All these factors in Leonardo Royal London City include premium
bedding facilities, ironing boards desks, toiletries, hair dryers, coffee makers, free newspaper are
actually leading to customers having a high satisfaction level in terms if availability of wide
range of products to enhance their experience of stay. It is related to the facilitating goods and
physical facilities that are part of hospitality industry. For example in Leonardo Royal London

City there is focus on cleanliness as major aspects in order to maintain the satisfaction level of
their existing base of customers.
Reliability- It is referred as the ability of organisation to perform and deliver a promise
accurately and dependably. The sites and the customer reviews on trip adviser clearly indicates
the standards that are being maintained in the quality and type of services at Leonardo Royal
London City all these factors when actually experienced by customers lead to identification if
there is presence of any type of gaps in the already made claims and actual service level. For
example in Leonardo Royal London City there is reliability that is required by ensuring a
consistency between the services that are offered to customers in long duration.
Responsiveness- It includes the willingness of a organisation to assist customers in
providing them with prompt services. In Leonardo Royal London City this factor is associated
with the way customer complaints are being addressed and solutions developed for the purpose
of addressing the issues. In Leonardo Royal London City there is a separate department that is
known as customer services department which is specially designed in order to address all the
complaints and provide quick response to respective customer queries.
Assurance- It is regarded as courtesy and knowledge of employees according to their
abilities, confidence and trust. It is the way to enhance customer satisfaction in Leonardo Royal
London City there is a 24 hour desk that is assisting all the customers and solving their queries
(Nwulu and Nwokah, 2018). They are taking care of work such as securing of valuables, tickets,
tours and luggage storage. In Leonardo Royal London City there has to be focus towards
enhancement of customer satisfaction by proving the required assurance to customers related to
their comfortable stay.
Empathy- It is a factor that is related to paying of individual attention and care. In
hospitality organisations such as Leonardo Royal London City it is a factor that is related to
offering customized services. Customised services are offered according to specific customer
requirements. In case of special occasions all the customizations lead to better individual
attention that further creates a higher level of customer satisfaction.
From above made analysis of Leonardo Royal London City it can be summarized that
there can be timely analysis of gaps by the management according to customer responses
(Kesieme and et.al 2018). These responses can be identified according to level of customer

satisfaction and the level of customer services. Leonardo Royal London City is focussing on
increasing the level of customer satisfaction by providing higher efficiency in the way final
products & services are actually availed and experienced.
Demonstrate knowledge and understanding of the acid tests of service recovery within the
hospitality organisation
Leonardo Royal London City is leading teams to meet specific customer requirements.
The main objective of Leonardo Royal London City is to offer products according to customer
requirements and solutions. There are many instances where hospitality organisations are not
able to deliver services according to the expectation of customers. There can be situation where
the already made claims on company websites or by the marketing campaigns are not actually
meet up when customer is actually availing such services. In these instances it becomes crucial to
identify the customer expectations as the external environment is very diverse and changing very
fast so it becomes crucial to ensure that hospitality organisations are able to work according to
such specific customer needs (Tontini and Bento, 2020). Acid test will be used for purpose of
demonstrating different stages as mentioned below:
Apologize- It is the first test that is related with apologising to customers that are treated as
guests whenever they are having any type of complaints. Customers may be facing different
dissonance and difficulty when they are not able to feel that their expectations are matched. In
Leonardo Royal London City there is emphasis on understanding the customer problems so
that they are able to address such issues in the available time period. The tone and way of
speaking of staff denotes how they are addressing customer complaints. If there is a tone of
apologising to customers then it instantly leads to guest feeling that the hotel management is
genuine regretting for the inconvenience caused to such customers (Behdioğlu, Acar and
Burhan, 2019).
Review- It is another test that is related to reviewing the complaints to be solved and then render
some consolation from perspective of management. In Leonardo Royal London City there is a
separate back office department where the main objective is to timely address all types of
customer complaints. The main focus of department is to collect all the necessary information
with a objective of analysing is there are some common issues that are faced by all the
customers. In such cases there is a need to make some operational changes by reviewing of the

problems in detail. The main emphasis is to review all the comments and feedbacks that are
given on different websites by people who have already visited & availed services at Leonardo
Royal London City. It is going to lead towards generation of better solutions of negative
feedbacks, a apology message is replied to all negative comments to ensure that when in future
prospective customers are going through such comments then they can take it in a more positive
manner.
Fix and Follow Up – In the next step there is overcoming of all the complaints and issues that
are rectified to identify the correct solutions. Just reviewing and understand customer problems is
not enough but there has to be timely follow up of all such problems
(Cho, Kim and Kwak, 2016).
Document- It is the last step where there is proper documentation of all the complaints that have
been identified from various sources. It can be used for understand that what are some of
problems that is faced by majority of customers and is actually affecting the brand image of
Leonardo Royal London City. This is a process that will lead to systematic identification of all
the issues that have been faced by customers. This process will lead towards development of
permanent solutions for these problems.
Service quality gap model:
This model is based on making a detailed evaluation of the different gaps that may arise in the
course of providing high quality services to the customers.
Gap 1: Market research gap:
In some cases management may not able to understand what the customers are expecting,
formulation of expectations based on past experiences, communication. In Leonardo Royal
London City management can overcome this gap by improving the area of market research,
fostering of better communication between front-line employees and overall employees.
Reduction of management levels in the hierarchy of Leonardo Royal London City so that there
is less distance between the actual management and the customers.
Gap 2: Design gap:
It is also a gap that can arise if the management is not able to formulate the target level of
services in order to meet the expectations of customers and then further translating them in
specification. For this in Leonardo Royal London City there is need to set goals according t laid
vision of the hotel, standardizing of services delivery tasks so that gaps can be closed.

Gap 3: Conformance gap:
This is a gap that occurs when the actual delivery of service is not able to meet
specification that a have been set by the management. In Leonardo Royal London City there has
to be identification of the issues for such mismanagement that may be because of lack teamwork,
poor selection of employee, inadequate training, inappropriate designing of job. So all such
issues have to be timely identified so that further proper strategies can be formulated in order to
minimize the negative impact of such gaps in the performance of operational staff.
Gap 4: Communication gap:
It is the discrepancy that is occurring between external communication and the service
delivery. In Leonardo Royal London City it may occur in form of promises made in adversing
but not able to meet up according to set expectation of customers. Lack of information that is
provide to customers while they are willing to ask for more. Such situations may lead to wide
communication gap and it results into dissatisfaction on part of customers. In hospitality industry
& for big brands such as Leonardo Royal London City it results into a long term impact on the
brand image as there is bad mouth publicity that leads to tarnishing if the image of the
organisation.
Gap 5: Customer expectation & customer perception gaps:
customer satisfaction is a situation that is depend on minimizing of the four gaps that is
related to the service delivery. In organisation' there are efforts made to measure the gap or the
amount of deviation that is existing between expected services perceived services by use of
certain surveys. For this generally in hospitality industry and in Leonardo Royal London City
there is application of SERVQUAL model. In this approach there is management of business
process according to the required quality to be offered to customers for measuring their
satisfaction level. In case expectations are higher then the performance then perceived quality
may be less than satisfaction and there is occurrence of dissatisfaction.
Prepare a survey report with recommendations for better customer service.
Background of the survey
Survey management is deigned for Leonardo Royal London City to manage the
customers according to their needs and satisfaction. Organisations have to analyse customer
perspectives so that their work can be managed to enhance customer support. For purpose of
analysing customers it is very crucial to identify and understand their attitude towards different

types of services that are being offered by Leonardo Royal London City . Some of such survey
questions are mentioned below:
Survey questions:
Q1: Your overall experiences about hotel Front Office operations, including Check-in and
Check- out and complaint handling procedures by the Guest Relations officer.
Q2: Your experiences about hotel’s Housekeeping performance.
Q3: Your overall dining experiences in the hotel’s Restaurants. (Breakfast, Lunch, afternoon tea
and Dinner).
Q4: What is your experiences about Hotel’s Maintenance department?
Survey methodology
It is a survey that is performed on a quality basis where customers are asked certain open ended
questions so that their responses can be understood. There has been selection of total number of
50 respondents to analyse their expense and then draw certain relevant conclusions. For this four
questions to record customer responses have been prepared according to which further
interpretation are being drawn.
Interpenetration of survey report based on customer analysis:
1. The majority of customers in Leonardo Royal London City has been reflected a
commonly faced issues that is waiting time to allocate their rooms when they have
already made advanced bookings. It has been a common issues that is clearly addressed
by 28 out of 40 respondents.
2. out of 50 respondents majority that is 30 respondents had a view that all the staff
members of house keeping department at Leonardo Royal London City are adequately
trained and well equipped with all skills that are necessary to perform their job duties.
3. The best aspects that is clearly highlighted by majority of respondents is that the various.
There is facility of free buffet breakfast also offered to customers without any type of
additional expenses. All these are some of the best dining services that includes different
types of cuisines from different parts of the world offered in lunch and dinner Leonardo
Royal London City. There is availability of customization facility for different meals fir
customers.
4. Among all the 40 respondents majority of them have clearly indicated that that the overall
experience regarding maintenance services has been positive as there has been meeting

up of the claims being made in the advertising and promotional messages of Leonardo
Royal London City. Only 10 out of 40 respondents had a negative view that there is no
meeting of their expectations. facilities that are additional offered to customers in the
same budget that they are paying for their stay. It includes free spa facility, 25 m
swimming pool and large gym. There is additionally a cocktail lounge, brasserie
Recommendations:
According to above mentioned survey there are certain recommendation that have been drawn
with respect to Leonardo Royal London City:
1. Management of Leonardo Royal London City has to be create a adequate feedback
management team where the main focus will be only to analyse the feedbacks provided
by their guests after they have visited, the feedback must not only be limited to guests but
it should also include inputs from staff. It means that not only satisfaction level of
customers but employees inputs have also to be considered to have a creative approach
towards various problems & issues.
2. There has to be a link between staff incentives and guests satisfaction. Leonardo Royal
London City has to create a link between enhancing their guests experience by offering
them bonus so that their overall morale of staff can be maximized it will lead to
empowering of employees so that better incentive scan be offered according to their job.
3. Focussing on one segment that is benefiting the organisation in most effective manner. In
this Leonardo Royal London City has to lay emphasis on one segment of customers
that can lead to customization of their services according to specific requirement of this
special customers segment. It can be business class people, people visiting for
recreational fun, accommodation facility or any other such type of identified customer
segment.

CONCLUSION
The present report is based on evaluation of customer experience on part of hospitality
organisations. There are some elements that have to be focussed so that customer experience can
be properly managed. Hospitality industry there is increasing competition with changing external
environment that leads to creation of loyal customer base for repeated purchase.

REFERENCES
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