Customer Service in Hospitality Industry

This assignment discusses the importance of customer service in the hospitality industry, focusing on the Chelsea Harbour Hotel. It explores the use of the SERVQUAL model to analyze service quality and identify gaps. It also discusses the acid test of service recovery and provides recommendations for improving customer service. The assignment includes a survey report and recommendations for providing superior services to customers.

Customer service

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY ............................................................................................................................3
Analysing the service quality with specific focus on dimension and gaps............................3
Demonstrate the knowledge and understanding of acid test of service recovery within the
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 can be defined as an activity performed by the organisation to
satisfy the needs and requirements of the customers by providing the products according to
their demands. Customer services are lifeline of the organisation because it helps the firm in
running the business activity (Ali and Raza, 2017). Hospitality organisation or based on their
customer services which act as a main source of income for the firm. In context of this,
organisation listed in hospitality industry provide quality services to the customers for
maintaining them for a longer period of time as well as increasing the revenue of the firm.
This assignment is based on study of Chelsea harbour hotel. This hotel is situated near the
river, which provides a better view of the customer and known for its customer services.
Under the present report there is discussion about the use of SERVQUAL model. Along with
this, acid test related to service recovery of the hotel will be also recognising. Thereafter,
there will be some recommendation by using survey questionnaires for providing superior
quality and services within hospitality organisation.
MAIN BODY
Analysing the service quality with specific focus on dimension and gaps
Managing the service quality is essential for the every organisation in relation to
success and growth within the sector where their trading (Amin, 2016). In context of
hospitality industry, based on providing services to their customers in relation to hospitality
so that they can satisfy their needs and requirements in efficient way. In context of Chelsea
harbour hotel, organisation is providing its facilities within the hospitality industry where it is
using continuous improvement within the firm services. By using the gaps and different
dimensions organisation can use SERVQUAL model.
This can be defined as in model which is used to analyse the quality within the
organisational services as well as identify manager focus on appropriate reasons for
performing and providing quality services in relation to service quality management.
Therefore, it can be defined as the model which is used to measure and analyse the gaps
between the qualities of services and fulfil these gaps for using appropriate method. In
context of Chelsea harbour hotel this Framework is discussed below:

Tangible: It includes those factors which are totally dependent on the physical asset
present table assets as well as human resources of the organisation which are helpful in
performing different activities. In context of Chelsea harbour hotel, organisation is operating
with large number of tangible assets and provides support to the customer needs and
requirements (Felix, 2017). Some of the services are providing Wi-Fi for 24 hours, providing
assistance by the help of a single star for single room to manage the feedback of customer
and identify the current requirements.
Reliability: Under the Spectre all those system which are related to accuracy of
subordinate within the organisation for executing different services to the guest will be
measured. Activities and roles performed by different individual will be analysed to manage
their functions. In context of Chelsea harbour hotel, organisation is providing reliable
services to the customer query it use a trained staff within the firm to provide these kind of
services (Firdous and Farooqi, 2017).
Accurateness: This function the capacity of the staff is measured in relation to
providing services to the customer in an accurate manner. Under this function the staff within
Chelsea harbour hotel because organisation training and development programs as well as
communication management which helps in increasing the accuracy of the staff and identify
the needs and requirement of the customer. Here to manage effective services within the firm
and reduce the gaps between services and organisation.
Empathy: This is also function which is performed under this system where the
organisation has to provide effective services to their customer by understanding the level of
customer and provide them solution regarding the problem (Janahi and Al Mubarak, 2017).
The staff was in the organisation tried to solve the problems which are faced by the customers
and guest at the time of check in and check out to maintain effective relationships and
provide solution to the problem.
It can be evaluated from the above that there are various functions which are
performed by hospitality organisation in relation to managing the gap between the
performances and increasing the capacity of firm in regards to its systems. This will manage
effective production system within the organisation which will provide better services to the
customers and help them in increasing their ability to perform on different jobs.
Gap model:

This model is useful in order to understand the customer satisfaction by addressing
and meeting the needs of customers. It is helpful in order to measure the suitable gaps and
also tends to take steps in terms of managing and eliminating each gap. For this, the suitable
steps are discussed as:
Gap 1: Knowledge Gap
It tends to depict the difference among the expectations of customer regarding the
service and provision of the services of company. This gap occur because of the shortage of
customer interaction and management, insufficient market research, lack of communication
and customer complaints. If Chelsea harbour hotel suffer from t his gap then it is because
they does not provide the appropriate amount of new services to their customers.
Gap 2: The Policy Gap
It represent the difference among the understanding of management regarding the
needs of customer and service delivery policies. This gap occur due to poor defined serivces
and shortage of customer service standards. If Chelsea harbour hotel get suffer from this gap
then it tends to offer effective services and facilities to offer qualitative products which is
expected by customer.
Gap 3: The Delivery Gap

It depict the difference among the service delivery policies and standards of actual
delivery of service. It occur because of deficiencies of HR policies, shortage of the
knowledge of products among employees, lack of cohesive teamwork and so on. If Chelsea
harbour hotel suffere from this gap it is because when customer select their products and
facilities which they want from the hotel and it takes time.
Gap 4: The Communication Gap
It occur due to the promises of customer by the advertising and lastly what they get or
delivered. It arise because of overpromising, insufficient communication and so on. If
Chelsea harbour hotel tends to promote thier services and facilities effectively and does not
deliver promised services as per the promise then customers get disappoint.
Gap 5: The Customer Gap
It occur regarding the difference among the perception and expectations of customer
and also customers who does not understand the services which are being offered by hotel. If
the customers of Chelsea harbour hotel tends ot misinterpret the facilities and services
provided by hotel leads to occur this gap respectively.
Demonstrate the knowledge and understanding of acid test of service recovery within the
hospitality organisation
Customer services act as an important part for each and every organisation which is
performing within the hospitality industry. This is because there are various kind of customer
complaints and feedback which has to be improved by the firm for improving its own
performance. In relation to Chelsea harbour hotel, organisation is performing its function at
global level where it is required to the firm that manage the customer feedback and
complaints in an effective way to achieve the goals and objectives related to customer
satisfaction and improvement within the services (Jiang and Zhang, 2016). Along with this
organisation can use acid-test technique which is helpful in improving its services and
identifying the current performance. This is an effective way to improve the services because
there is continuous improvement within the competition level within hospitality industry
where different hotels are providing the services to the customers in achieving a competitive
edge over the competitors. Therefore, organisation can use acid test system on hotel to
achieve its objectives.

Apologies: The first page within the system where the organisation has to test
apologizing system to its user before the customer face any kind of dress or inconvenience
caused by the hotel staff because of their services. Under this system, the management staffs
have to show their apologies to the customer for the guest so that they can express their
retreat regarding the problem and discomfort suffered by the customer (Oh and Kim, 2017).
Here the manager can use to analyse the system where they can focus on resolving the issue
in an appropriate manner as well as address the issues for future time. Company can also use
old database and executive team where it can allowed the work and remove the effective
systems by replacing them with new ones.
Review: Under the stage of acid test organisation can review the complaint by the
customer and provide effective solution to the customer in a way to achieve the customer
satisfaction level. This termed as an effective system within the organisation because it
provide effective recovery as well as deliver positive outcome to the user. Under this system
organisation can focus on living the problem which is faced by the customers and take a
corrective action as well as manage it in the company its database so that this problem can be
solved in future or can be eliminated easily (Paul, Mittal and Srivastav, 2016).
Fix and follow up: This is the most important stage within the acid test whether the
organisation has to use appropriate strategy to fix the problem and follow of the solution for a
longer period of time so that it can manage effectiveness within the system. In context of
Chelsea harbour hotel, organisation can use this stage to fix the problem where it has to
address the issue in an appropriate manner and use a permanent solution to the issue so that
this will not arise in future (Pizam, Shapoval and Ellis, 2016). For instance there is problem
within catering service of the organisation. Organisation has to use affix solution by changing
the catering staff as well as managing more effective staff which can provide quality services
to the customers. This is helpful to the organisation is built in building a better Goodwill
within the market. The main solution to the user is helpful in satisfying their needs and
requirements and maintaining the customer for longer period of time so it will not become a
headache for the organisation. This will also manage the organisation Goodwill within the
market as well as help in establishing oil customer which can be used for future productivity
and profitability.
Documentation: The last step in this acid test which is related to recording all the
information in the documents so that this can be used as a database by the company in future

period. This is helpful to resolving the conflicts and problems of the customers and managing
a customer satisfaction feedback system with tons of fun which can be used in future time for
improving the quality (Wongleedee, 2017). In addition to this documentation process is also
mandatory to the firm because it allows the customer to increase the satisfaction level and
recording their problem within the firm.
Maintain a survey report along with recommendations for providing superior services to its
customer
Background of the survey
This survey helpful to the organisation in understanding the better level of needs and
requirements of the customers care company can predict and provide effective quality
services.
Survey questions
These are some questions which are asked from customers in relation to survey of the
organisation 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?
Presentation of Survey report
 From Q-1, from 50 customer 40% of the customer are familiar with the front level
office. It can also identify the 38% of the respondents are not satisfied with the
facilities provided by the front level staff and remaining 22% are totally unhappy with
the operation of front level staff.
 From Q-2, from 50 respondents it can be identified that 75% of the respondents are
focusing on the quality as well as the rest of the catering staff. Where only 22% of the
customer and satisfied with the food provided.

 From- Q-3, there are 50 respondents, 85% of the total respondent from the
housekeeping performance are satisfied and are providing positive feedbacks where
15% are not satisfied from the performance of housekeeping department.
RECOMMENDATIONS
The basis of above discussion there are some recommendations to Chelsea harbour hotel,
these recommendations are mentioned below:
 Firstly, it is recommended that organisation is required to improve the services of
front level staff in accordance with full enthusiasm. This is because front level staff is
important in making the first impression of the hotel in front of guest. And can be
seen that organisation is lacking in managing the front staff.
 It is also recommended to the organisation that it can add some the mood issues in the
food production department by providing effective catering services. This is helpful in
managing the services as well as improving the quality of the floor the providing
variety of products to the customer.
 It is also recommended that company can involve some tools and technology in
relation to its services so that it can manage the behaviour of period staff and can
improve the communication for providing goods services and managing the
communication between different employee staff.
CONCLUSION
It can see that our hotel is using effective system which is helpful in solving the
customer issues and complaints in a timely manner by providing them and liquid solution.
Along with this it can also concluded that organisation can follow different recommendations
which are helpful in building effective Service management where company can achieve its
objectives and minimise the threads in the market.

REFERENCES
Books and journals
Ali, M. and Raza, S.A., 2017. Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management &
Business Excellence, 28(5-6), pp.559-577.
Amin, M., 2016. Internet banking service quality and its implication on e-customer
satisfaction and e-customer loyalty. International journal of bank marketing.
Felix, R., 2017. Service quality and customer satisfaction in selected banks in
Rwanda. Journal of Business & Financial Affairs, 6(1), pp.246-256.
Firdous, S. and Farooqi, R., 2017. Impact of internet banking service quality on customer
satisfaction. The Journal of Internet Banking and Commerce, 22(1), pp.1-17.
Janahi, M.A. and Al Mubarak, M.M.S., 2017. The impact of customer service quality on
customer satisfaction in Islamic banking. Journal of Islamic Marketing.
Jiang, H. and Zhang, Y., 2016. An investigation of service quality, customer satisfaction and
loyalty in China's airline market. Journal of air transport management, 57, pp.80-88.
Oh, H. and Kim, K., 2017. Customer satisfaction, service quality, and customer value: years
2000-2015. International Journal of Contemporary Hospitality Management.
Paul, J., Mittal, A. and Srivastav, G., 2016. Impact of service quality on customer satisfaction
in private and public sector banks. International Journal of Bank Marketing.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International Journal of Contemporary
Hospitality Management.
Wongleedee, K., 2017. Customer satisfaction in the airlines industry: comparison between
low-cost and full service airlines. Актуальні проблеми економіки, (1), pp.218-222.