Customer Services: Analysis and Recommendations

Customer Services
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Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1. Service quality (SERVQUAL) analysis..................................................................................3
2. Four acid tests of service recovery..........................................................................................5
3. Survey feasibility report..........................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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Introduction
Customer service defines the interaction between service provider and customers. It is
the service that makes or breaks a hospitality business for customer interaction is the core
component of their operations (Ali, Hussain and Ryu, 2017). Providing quality services to
customers becomes all the more important in today's time because customers are twice as likely
to share a negative experience as they do with positive experience. And, for a hotel, negative
reviews affect their business. This is the issue taken up in this report in the context of London
Mariott Hotel Marble Arch. A feasibility survey report is prepared with recommendations for
better services according to customer requirements.
Main Body
1. Service quality (SERVQUAL) analysis
Customer service is defined as the action of providing a service to the customers. Quality
service is the key for customer retention in this competitive industry (Baker and Kim, 2018). The
Service Quality Model or SERVQUAL Model was developed and implemented as a model to
assess and measure the quality of service experienced by customers. Quality is measured from
five perspectives – content, process, structure, outcome and impact. Certain dimensions that are
used to determine the quality of service are below mentioned: Reliability – Dimensions such as timely and credible services. Consistency in services
provided by Mariott helps keeps up promises to customers. Responsiveness – This criterion measures the ability and willingness of the hotel staff to
resolve customers' queries and complaints. Assurance – Dimensions such as how easily the services and process of Mariott is able to
win heart, trust and confidence of customers. Empathy – Empathy is the art of understanding feeling of others. It is the dimension that
makes customers believe Mariott's ability to understand their needs.
 Tangibles – These are the physical facilities, equipments, staff attitude, information
system, etc. provided by the hotel. They influence customers both physiologically and
emotionally.
Services are provided by a hotel with the best of their interests, for this is their business
model and quality services serve as unique selling proposition for them. Expectations and
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