Customer Service: Analysis, Acid Tests, and Survey Report
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This report analyzes service quality, acid tests, and provides a survey report for better customer service in the hospitality industry. Case study: Hotel Indigo London-Paddington.
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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...............................................................................................................5 Prepare a survey report with recommendations for better customer service..............................6 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................9
INTRODUCTION The term customer service is defined as an important perspective of the service sector organisation that offer a large set of facilities to individuals to match company product and service according to individual need and requirement. Buyer or consumer are the most important asset of the business and they are key aspect to accomplish popularity among a hospitality organisation that offer service with motive of satisfying customer’s need. This report is written from perspective of Hotel Indigo London-Paddington and it is well-known for their customer service(Chen and et. al., 2019). Further, this report highlights on service quality analysis by implementing SERVQUAL model and the four acid test of service to overcome from different challenges that work as a barrier for Indigo hotel. In the last, an effective survey report will also be include to offer better and effective services to guest. MAIN BODY Analyse of service quality by focusing on dimensions and gaps The term service quality is defined as a key concern for hospitality services that is used by organisation with accuracy and appropriate aspect in order to reflect different factors related with business performance and overall business factors. Hotel Indigo London is a large multi- national chain and brand of hotel which perform work at different locations. The property of London Paddington hotel offer high quality services in order to attract tourist and this is also used to analyse all dimensions related with SERVQUAL model. It is defined as a qualitative model which is used to assist manager as well as firms to make comparison among service quality performance as per relation of customer service quality for managing work as per individual requirement. In simple terms respective model enable and organisation to make evaluation and comparison all services which is related with customers. Moreover, SERVQUAL model aids management of hotel to seek and identify gaps which is based on five different core dimension and components(Daugherty, Bolumole and Grawe, 2019).Analysis with model in context of Hotel Indigo is mention as below:Tangibles-The tangible element focuses on physical asset, human resource and other importantassetthatthatdemonstrateeffectiveservicesofHotelIndigoLondon- Paddington. Organisation develop a huge number of resources and it is used to generate differentperspectiveinordertoformulateneedandrequirementsthatmakesan
appropriate area to work with guest. This is used for managing technical error to manage work in a fixed manner as it help to complete all task with innovation aspects.Reliability-The aspect or factors of reliability is focused on the expertise and accuracy level of workforce to offer high quality services (Feine, Morana and Gnewuch, 2019). In context of Hotel Indigo London-Paddington generate hiring aspect as it is used to hire effective and experienced workforce by recruiting individuals with effective recruitment process. It results that Hotel Indigo London-Paddington offer reliable services to attract more number of customer’s.Responsiveness-With implement of different factors an organisation focus on customer service that make willingness and support of individuals for helping visitor to stay. Hotel Indigo London-Paddington in order to make perspective as per job role in order to listen complaints of customer’s. Identifying perspective to complete all task as per guest requirement in order to offer better experience to individuals related with their stay period.Assurance-The term assurance reflects on the expertise level and abilities of individual which is used to gain trust and add more value among company services. Moreover, as per housekeeping department and other functional units it is easy to generate contact with buyers. This also refers that by providing guidance to customer’s it is easy to manage all task in order to perform all work according to functional units. This is also used by management to work as per guidelines of work for managing task of hotel services properly. Empathy-Customer service department of the Hotel Indigo hotel define the teams that work for completing task according to customer’s perspective. This is also used by management to offer best solution of organisation problem (Goodman, 2019). Moreover, staff work with motive of staying long period as it help individual to overcome from issue to make customer more happy. This also help person to formulate a healthy relationship in order to manage all task with an appropriate manner. With the evaluation and analysis of buyers perspective service of the Hotel Indigo London-Paddington is improved by analysing the gaps related with customer service. The main focusofmodelistoidentifygapbetweencustomerexpectationandcompanyservices. Moreover, hotel focus on customer’s in order to satisfy customer need with more efficiency.
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Needs and wants of consumers are fulfilled at priority and this also lead organisation to gain trust of customer’s. Further, when an individual stay among the hotel than it is essential for hotel management to identify and implement practical solutions for fulfilment of customer needs. It enable an organisation to generate and build longer relationship with consumer for influencing individuals towards future purchase of services in a similar hotel (Groth and et. al., 2019). Demonstrate knowledge and understanding of the acid tests of service recovery within the hospitality organisation. Hotel Indigo London-Paddington work with their own services that leads team to meet with all customers. The main motive of London-Paddington is to work as per customer requirement and solutions as it lead company to perform work according to hotel website. It is also used to receive mails, online query and booking of hotels. This is also used to implement changes for recovering from problems with help of acid testing technique. Moreover, failing to match with customers expectation and needs is one of the large failure towards a hospitality service because they deal in diverse business environment. Therefore, acid test is demonstrate as per back to back stages.Apologize-First test relates with the apologizing of guest before they head any form for inconvenience or stress which generate problem for client at time of staying period in hotel. Moreover, customer need to be sincere to express about regrets in order to stay person for longer period. It is also beneficial for customer’s because this helps to make sensitisation and expressing regrets towards the problem of person. Thus, customer gain loyalty with staying in organisation for longer period. Further, complaints are also presented in database that is used to assign work as per executive role(He, Liu and An, 2019).Review-Another test which is related with review of complaints is to solve and render solutions for management perspective. It is related with practical approach that is used to recover from company services. Hotel Indigo London-Paddington generate review about problems for making better perspective as it helps to collect information with motive of generating details to review about different problems as it helps to review about all details that make support for persons to generate better solutions that makes interest of individuals to offer high quality services.
Fix and Follow Up-Next step of test is consider as one of the most crucial stage that is used to overcome from problems and complaints which is registered for identifying the solution of problems. With the implement of fixing and follow up of test it is easy for customer’s to implement right executive for minimising the challenges related with hotel industry. Moreover, once client is agree to identify the solutions that they develop a follow up call to gain feedback and this help to know about customer satisfaction level. This is also used for generating a follow-up call for identifying gaps related with customer services (Li and et. al., 2019). It also encourage persons for purchase of services in favour of Hotel Indigo London-Paddington in order to gain customer loyalty. Document-Last step of the test relates with documentation for recording all complaints in order to generate process which solve overall problems and issue of individuals. It is also used for making documentation that make services which lead organisation to solve overall issue related with hotel. Moreover, personalised services help guest to gain luxury experience. It also make documentation which serve better base for customer’s to enhance company goodwill. Prepare a survey report with recommendations for better customer service. Background of the survey With the design of this survey management of Indigo hotel leads individuals for managing customer in respect for individuals needs and satisfaction level. Organisation also analyse perspective of customers to manage and work with services in order to make better customer support. Survey questions- What is customer perception of hotel services related with the check-in and out of individual stay among hotel? What experience are faced by customer’s that is related with dining hall in context of food quality and taste? What experience relates with housekeeping performance of customer? Survey methodology It is the survey that can be done on qualitative basis in which guests will given open ended questions that is to be answered by the existing customers so that Hotel Indigo London- Paddington can improve their customer service. This survey involves 50 customers.
Presentation of survey report It is to be analysed that the survey based on customer service of Hotel Indigo London- Paddington that has following response that can be measured in two ways i.e. positive and negative due to open ended questions(Sutherland and et. al., 2020). For first question, out of 50 customers, half of the respondent were happy with the services that the hotel provided. 40% guests marked as the services with little satisfaction and remaining 10% are totally unhappy from the Hotel Indigo London- Paddington services. For 2 question, out of 50 candidates, 80% respondents are marked excellent quality of services based on taste of food, in this remaining 20% will show their unsatisfactory level related to food and late delivery services. For question 3, Out of 50 consumers, 78% shows satisfaction towards good housekeeping services and in this 22% respondents are showed their unsatisfactory with housekeeping services. Recommendations To the above reflect survey it is to be recommended that Hotel Indigo London- Paddington needs improvements in their front level services and in this hotel need extra staff members on their front area who welcome the customers with their full efforts and enthusiasm. IN this ' first impression is the last impression' is fitted effectively because in the hotel lack of services at initial stage creates roadblock for organisation and their continues success. In this they manager of hotel can work on providing the proper training facility to their staff members that impact positively on attracting the customers attention and retention(Zhu, Lam and Lai, 2019). Secondly it is recommended that the hotel can do some addition in tools and functions within food management department so that customers can get the quality food services without compromising on taste and quality of the food. For Hotel Indigo London- Paddington, using digital technology is also recommended so that customers can get the keyless entry using effective mobile application that also helps in saving the time of customers. As the hotel also engage in the skilled and trained employees that are highly experienced in using high technology that attracts the eyes of customers. This helps in retaining customers and placing the employees on the right position that gives appropriate results.
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CONCLUSION This report concluded the evaluation, based on the customer services aspects and their effectiveness for service providing firm in which needs and requirements of the customers services are highly influence. It inculcates the best idea that around what the guest is expecting and what exactly they delivered. In this hotel and hospitality industry need to make suitable measures in which they delivers the best and appropriate to their guest to make a good relations with them and encourage them for their repeat purchases in the favour of the hotel.
REFERENCES Books and Journals Chen, M. and et. al., 2019. The JDDC Corpus: A Large-Scale Multi-Turn Chinese Dialogue Dataset for E-commerce Customer Service.arXiv preprint arXiv:1911.09969. Daugherty,P.J.,Bolumole,Y.andGrawe,S.J.,2019.Thenewageofcustomer impatience.International Journal of Physical Distribution & Logistics Management. Feine, J., Morana, S. and Gnewuch, U., 2019. Measuring service encounter satisfaction with customer service chatbots using sentiment analysis. Goodman, J., 2019.Strategic customer service: Managing the customer experience to increase positive word of mouth, build loyalty, and maximize profits. Amacom. Groth, M. and et. al., 2019. The moment of truth: A review, synthesis, and research agenda for the customer service experience.Annual Review of Organizational Psychology and Organizational Behavior.6. pp.89-113. He, S., Liu, K. and An, W., 2019, July. Learning to Align Question and Answer Utterances in Customer Service Conversation with Recurrent Pointer Networks. InProceedings of the AAAI Conference on Artificial Intelligence(Vol. 33, pp. 134-141). Li, Z. and et. al., 2019. A blockchain and automl approach for open and automated customer service.IEEE Transactions on Industrial Informatics.15(6). pp.3642-3651. Senarath, N. G., Zhang, H. and Vrzic, S., Huawei Technologies Co Ltd, 2019.Method and apparatus for customer service management for a wireless communication network. U.S. Patent 10,200,543. Sutherland, K. and et. al., 2020. Public relations and customer service: Employer perspectives of social media proficiency.Public Relations Review.46(4). p.101954. Zhu, J. N., Lam, L. W. and Lai, J. Y., 2019. Returning good for evil: A study of customer incivilityandextra-rolecustomerservice.InternationalJournalofHospitality Management.81. pp.65-72.