Analyzing Service Quality and Service Recovery in Hospitality Organization

This assignment analyzes the service quality and service recovery in a hospitality organization, with a focus on dimensions and gaps. It includes an analysis of the SERVQUAL model, acid tests of service recovery, a survey report, and recommendations for providing superior services to customers.

Customer Service 13
(Assessment 2)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analyse service quality along with specific focus to dimensions and gaps...........................3
Demonstrate knowledge and understanding of the acid tests of service recovery within
hospitality organisation..........................................................................................................5
Maintain a survey report along with recommendations for providing superior services to its
customer.................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer services are the provision of services which is provided to its customer for
satisfying their demands. Customer is determined as lifeblood of company which is based on
services such as hospitality organisation. They provide superior quality services to its customer
in order to satisfy them and maintain superior relationship during particular phase of time period.
This assignment is depending upon the hotel named as Marriott London Bridge. It is considered
as well known hotel that provide wide variety of services to its user across the world. This
assignment signifies the analysis of service quality for hotel in respect with SERVQUAL model.
Furthermore, the acid test related to service recovery of Hotel are organised in an appropriate
manner. At last, the assignment of survey must be presented along with recommendation for
superior services provided to its guest in better way (Clouarte, 2016).
MAIN BODY
Analyse service quality along with specific focus to dimensions and gaps.
Service quality is necessary for success and growth of hospitality sector and their accuracy
is totally depend upon hotel and performance of company is completely depend upon services in
an appropriate manner. Marriott London Bridge is large international brand located their
business around the world (Prakash, Somasundaram and Krishnamoorthy, 2016). For assessing
and evaluating quality of service of this hotel with particular emphasis on gaps and dimension by
using SERVQUAL model.
It is considered as a quality analysis model that helps the organisation as well as manager
focuses on making appropriate reason among performance of service quality in connection with
service quality requirement of user who visiting hotel. In simple words, this model help in
evaluating and making appropriate comparison of offer facility to its user in respect of
expectation and understanding regarding gap if any. It is considered as a gap model and there are
five dimensions depend upon gaps are assessed. The analysis in connection of Marriott London
Bridge Hotel which is going to be mentioned below:
Tangible this factor is totally depends upon physical assets, presentable assets as well as
human resources of Marriott London Bridge. The organisation possess quantity of resources and
that is filled with tangible assets and providing support to its user by satisfying their needs and
wants. The Wi-Fi service which is provided by hotel is not proper so there are various

connectivity issues and problem which is faced by its guest. Hence, it is necessary to fix this
problem in an appropriate manner (Gillespie, 2018).
Reliability It emphasized on accuracy of subordinate while executing in providing services
or facility to its guest. The subordinate in chosen hotel is experienced and competent in order to
perform different functions and activity of organisation. The chosen Hotel provides reliable
facility to its user in order to satisfy them. But due to the situation of pandemic, there are various
experts who lost during particular phase of time period.
Responsiveness this element emphasized on providing support to its customers that assists
visitor during their stay. The chosen hotel have a separate website & overall team focuses on
listening complaint of customer, address them in positive way and also provide them superior
solution and increases experience level before, during and after their stay
Assurance it signifies the experience of capability of it staff in order to increase trust level
of staff while performing work on behalf of company. The housekeeping department make
effective connection with its user and provide guidance or instruction to them regarding priorities
related to hotel and they focus on needs and want of customer in order to satisfy them and
increase their experience level in future period of time.
Empathy the department of customer services of chosen hotel that perform their work
for increasing understanding level of customer and provide them superior solution for issue and
problems is confronting while staying in hotel. The subordinate focuses on resolving different
kind of problem and they behave in emphatic manner to resolve issues and make their customers
happy and maintain superior relationship with them (Higson, 2017).
Thus, on the basis of above quality of customer services, it has been analysed that there is a
gap among customer services provided by hotel and buyer expectation is low. Therefore, the
hotel emphasis on satisfaction level of user by using practices such as making the need of its user
in their priority, being empathetic regarding problem which is faced by its customer during the
time and offer superior solution for resolving their problem and satisfy their needs. It helps in
maintaining superior relationship with its customer and also purchases made in future period of
time.
Service quality gap model

The service quality gap model is significant for satisfying its user during particular phase
of time period. There are five gaps which are measured by business organisation that is going to
be mentioned below:
Gap one which is arising among expectation of consumer and what the organisation think.
Therefore, it is necessary for an organisation to conduct appropriate survey in order to narrow or
reduce this gap that help in satisfying its user.
Gap two is among perception of management team and proper specification of experience
of customer. The management team make ensure that the organisation focuses on defining
service level that they needed.
Gap three from the specification experience to delivery experience, the manager focuses
on auditing experience of customer that the company presently deliver to satisfy its customer.
Gap four the gap among the delivery of experience of user and what is interacted to its
user. The organisation focuses on providing products and services which is promise by company
during particular phase time period.
Gap five arises among the perception of customer experience and expectation of customer
regarding the services. Therefore, the management team focuses on providing good experience to
its user for retaining them for a longer period of time.
Demonstrate knowledge and understanding of the acid tests of service recovery within
hospitality organisation.
Marriott Bridge Hotel has their own team of providing customer services and resolving
complaint of its customer and providing better solution to them. These complaints are considered
by using separate website related to hotel in order to bring changes in the process of service
recovery of hotel and they can adopt acid testing technique. In order to fail in providing better
services to its customer, it is considered as a biggest failure for hospitality sector. Due to increase
in competition level, it is necessary for hotel to provide best services to its user in order to
achieve competitive advantage over rivalries at marketplace. Therefore, the acid test is adopted
by Hotel which is going to be mentioned below:
Apologise the basic test is apologizing to its user before customer face any kind of stress or
inconvenience during their stay in hotel. Therefore, it is necessary for the management team to
express their regrets related to problem and discomfort. According to the requirement of its user,
it has been analysed that management team focus on resolve their problem in an appropriate

manner while they stay in hotel. The complaint must represent in database and executive team
should allotted work in order to perform work in timely manner (Hollebeek and Rather, 2019).
Review the next level of acid test is making review related to complaint before resolving it
and providing solution. It is considered as a practical approach of making improvement in
recovery facility and providing delivery to its user. The chosen hotel focuses on taking review in
order to resolve problem and providing better conclusion as well as result in future period of
time. It will assist hotel in performing their work in an appropriate manner and providing best
solution to them. In addition to this, there is another gesture which shows the interest level of
hotel in offering support to its guest and providing better solution to this problem during
particular phase of time period.
Fix and follow-up the other level is determined as a most important one in order to analyse
complaint of its user and achieve favourable outcome in future period of time. The fixing as well
as follow up test helps the management team in addressing issue or problem and providing best
solution to its user in order to satisfy them during particular phase of time period. They maintain
good relation with its user by resolving their problem and inconvenience faced by them. Once
the user take prescribed solution then they takes the feedback for understanding their satisfaction
level. In addition to this, they take follow-up calls in order to make sure that user is happy with
services and also provide them compensation for their discomfort confronted by its user.
Furthermore, it will enhance the purchasing power in context of Marriott Bridge Hotel and
maintain long term relationship with its user and increases loyalty and trust on brand.
Document this is considered as a last test is documenting the overall complaint and
procedure which must be followed for resolving problem in an appropriate manner. The chosen
Hotel required document in every step for resolving issues of client and satisfy their needs. This
will offer them database for providing superior quality services to its user. In addition to this, the
documentation provides allowance to its customer in order to increase goodwill of company in
future period of time.
Maintain a survey report along with recommendations for providing superior services to its
customer
Background of the survey

This survey aids assistance to chosen hotel in providing better understanding level
regarding need and wants of its user. This survey helps in assessing the perspective of its user in
respect of services provided by hotel and level of support of customer (Kasemsap, 2016).
Survey questions
There are various questions which are asked from its user in survey to increase
understanding level regarding their perspective related to Hotel services.
 Explain the whole experience of user in respect of service provided from front level
office that is related to check in as well as checkout and also from complaint redressal
forum?
 What is the level of experience of user in respect of dining hall that is related to food
quality, varieties as well as taste?
 What is the level of experience in respect of performance of housekeeping for its user?
Survey methodology
This survey is performed on the basis of service perform on qualitative basis in which
there is a open ended question will provided to its guest in order to receive answer by its existing
user so that the chosen hotel is capable to increase services of customer. There are 50
respondents taken to conduct survey in an appropriate manner (Koklic Kukar-Kinney and
Vegelj, 2017).
Presentation of Survey report
It has been analysed that from above given survey on service is given to its customer of
chosen hotel in which there is a following responses which imposes both negative and positive
impact due to asking open ended question.
 From Q-1, from 50 customer 50% customer are happy with the facilities provided by
front level officer. There are 38% respondents feel average and little unsatisfied from the
facilities. And, remaining 12% individual person are unhappy from the operation of front
level of hotel.
 From Q-2, from 50 respondent 78% responded focuses on quality as well as taste of food
which is excellent and the other 22% customers display their unsatisfactory experience in
taking services due to not deliver the food in timely manner on tables.

 From- Q-3, there are 50 respondents from which 88% are satisfied with housekeeping
performance and remaining 12 respondents are not satisfied with services due to non
availability of services in timely manner.
RECOMMENDATIONS
 On the basis of above services, it can be recommended to Marriott Bridge Hotel that there
is a requirement of increasing the front level services and it can be performed by
employing additional staff on front area in order to greet its user along with full
enthusiasm. It has been assess that the first impression is considered as a last impression
and lack in providing initial facility can become roadblock for hotel in their regular
progress of growth. The appropriate training must be provided to the existing subordinate
to handle guest in order to generate favourable impact on user.
 The food Administration Department focuses on adding some tools and techniques into
its functions to offer quick facility to its user without any kind of compromise on quality
as well as taste of food.
 The other recommendation involves adopting technology toolkit such as keyless entry by
using mobile application to offer superior experience to its user. It also helps in saving
time during particular phase of time period. The hotel focuses on engaging with its staff
along with cleaning equipment to offer superior services to its user and placing the
subordinate in easy position in order to handle work in an appropriate manner.
CONCLUSION
On the basis of above mentioned report, it has been analysed that customer services are the
provision of services which is provided to its customer for satisfying their demands. Customer is
determined as lifeblood of company which is based on services such as hospitality organisation.
They provide superior quality services to its customer. This assignment signifies the analysis of
service quality for hotel in respect with SERVQUAL model. Furthermore, the acid test related to
service recovery of Hotel are organised in an appropriate manner. At last, the assignment of
survey must be presented along with recommendation for superior services provided to its guest
in better way.

REFERENCES
Books and Journals
Clouarte, J., 2016. Increasing your HCAHPS scores with Extreme Customer Service. Journal of
healthcare protection management: publication of the International Association for Hospital
Security, 32(2), pp.100-104.
Gillespie, M., 2018. The motivations, attitudes, perceptions and skills of customer service staff
working in Australian university student administration. Journal of Higher Education Policy and
Management, 40(5), pp.501-513.
Higson, P., 2017. From customer service to customer-driven services: Practitioner perspectives
on a strategy for dealing with local authority austerity budgets. Local Economy, 32(7), pp.778-
795.
Hollebeek, L. and Rather, R.A., 2019. Service innovativeness and tourism customer
outcomes. International Journal of Contemporary Hospitality Management.
Kasemsap, K., 2016. Promoting service quality and customer satisfaction in global business.
In Handbook of research on promotional strategies and consumer influence in the service
sector (pp. 247-276). IGI Global.
Koklic, M.K., Kukar-Kinney, M. and Vegelj, S., 2017. An investigation of customer satisfaction
with low-cost and full-service airline companies. Journal of Business Research, 80, pp.188-196.
Prakash, N., Somasundaram, R. and Krishnamoorthy, V., 2016. A study on linkage between
service quality and customer satisfaction in hotel industry. Asian Journal of Research in Social
Sciences and Humanities, 6(4), pp.285-295.