Analyzing Service Quality and Service Recovery in Tower Hotel London

This report analyzes the service quality and service recovery strategies in Tower Hotel London, focusing on dimensions and gaps. It discusses the SERVQUAL model and its five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The report also provides recommendations for better customer service, including training for housekeeping staff, integrating maintenance services with housekeeping, and using advanced technology.

CUSTOMER SERVICE
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Contents
INTRODUCTION...........................................................................................................................3
ASSESSMENT QUESTIONS.........................................................................................................3
1. Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps.............3
2. four acid test of service recovery in Tower Hotel London......................................................4
3. Recommendation for better customer service.........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Consumer services means that providing facilities to consumers according to their needs
and demands. Organisation must be engaged in knowing about expectations of customers and
should adopt better strategies related to same. This will assist company in growing. Present
report will lay emphasis on Tower Hotel London. They provide accommodation, restaurant, spa
and pool services to consumers. Hospitality organisation is being involved in giving high quality
of services to people. Present report will lay emphasis on Analyse service quality (SERVQUAL)
with specific focus to dimensions and gaps. It discusses about understanding of the four acid
tests of service recovery within the hospitality organisation.
ASSESSMENT QUESTIONS
1. Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps
Consumers have various expectations from the hospitality organisation. Tower Hotel
London needs to be involved in fulfilling consumers personal need and also better desired
services must be provided to them. They should be engaged in analysing quality of services
which is being given by them to consumers. This can assist firm in growing and also achieving
set target and objectives. Consumers can only be satisfied when value is being provided to them
at adequate cost. SERVQUAL model can be used in order to analyse consumer expectations.
With that, it becomes easy to identify gaps which exits and why expectations are not fulfilled.
Service quality is based on five dimensions. It includes the following:
Reliability: In this Tower Hotel London, needs to be involved in performing services
accurately and also by taking into consideration expectations of consumers. They must make
sure that honesty and transparency is being followed by them so that trust of consumers can be
built up (Filimonau and Brown, 2018). This will assist in developing brand reputation. Like for
example receiving mail at the same time each day.
Responsiveness: In this Tower Hotel London must be engaged in making sure that
consumers are treated properly (Niu and Fan, 2018). There feedback must be replied on timely
basis. This will also assist hospitality firm in fulfilling the gaps in their services. It will assist
them in growing.
Assurance: Tower Hotel London must be engaged in building up trust and confidence
among their brand to users. Like for example they must be polite to consumers when handling
their complaints and also staff members needs to be involved in showing humbleness to
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consumers. They must give a feeling to consumers that whatever is happening is in their best
interest.
Empathy: Ability to be approachable, caring, understanding and relating with customer
needs. In this the staff members of Tower Hotel London must be good listeners. They must listen
patiently about customer grievances so that gaps in their services can be met out. This will assist
them in growing and also because of they will be able to achieve their set target and mission.
Tangibles: In this Tower Hotel London must make sure that their rooms are clean while
consumers are checking in. They should also work upon the interior decoration of hotel so that
more and more customer can be attracted.
It is found that there are certain gaps in it which is impacting customer expectations.
Here, there is long process of solving customer grievances. So, sometimes they are not solved
and customer also ignores it. besides that, in some areas Tower Hotel London is not reliable as
well in customer services so it has impacted on its brand image. So, these are gaps which needs
to be resolved in effective way.
2. four acid test of service recovery in Tower Hotel London
Service recovery is basically a process which is being opted by the hotel industry in order
to satisfy the dis-satisfied consumers. For this Tower Hotel London has been engaged in taking
acid test in order to know about gaps in their services and also quality of their products. Service
recovery includes the actions taken by service providers for the fault in their services. It includes
the following:
Customer satisfaction: Tower Hotel London has ensured that consumers are satisfied
with the type of services which they are being providing amidst corona virus pandemic. In order
to enhance customer satisfaction various actions are being taken by service providers. They have
been involved in taking proper and adequate precautionary measures like sanitization of
equipment’s used and increasing use of PPE (Lin and et.al., 2017). This was being done as
previously hotel staff members were not engaged in doing this and because of these consumers
have been dis-satisfied. This gap in their services are being known to them with the help of
feedback put by consumers on social media websites. This strategy is being implemented to
enhance consumer satisfaction for the failures in services implemented by hotel.
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Customer retention: Tower Hotel London is making sure that more and more
consumers are engaged in their hotels. They desperately want to retain consumers and increase
their loyalty. For this they are making sure to provide the consumers with premium discounts and
exciting offers. This has assisted them in attracting more and more consumers and also creating
loyalty. Tower Hotel London must prepare a checklist of maintenance and continuous do
inspection so that all equipment and devices are working properly and maintained in effective
way. it will increase customer experience and satisfaction. It has also been analyzed that in order
to retain consumers hotel is being involved in providing services according to needs of
consumers. This is necessary in order to retain customers. Tower hotel London has conducted a
survey in which they have known about consumers has preferred which hotel.
Process improvement: Tower Hotel London has done test related to this, so that they
can identify the quality of process carried out by them. In this they have analyzed that,
improvement related to supply chain process need to be made (El-Adly, 2019). They should also
be engaged in improvising their food manufacturing process. In this hotel staff needs to make use
of better hygiene practices and safety related to food. This is a must step in retaining consumers
and enhancing loyalty for the same. It will also assist the Tower Hotel London in increasing their
profitability as well as revenue.
Financial performance: In order to enhance and improve financial performance, Tower
Hotel London has taken several actions. They have prepared a strategic plan in which certain
goals are developed. Also, they has reduced their expenses by laying off staff and on some other
areas as well. Moreover, management has realized that in order to sustain in market for long term
there is need to maintain financial performance and cut out expenses. In addition, the hotel
needs to utilize its resources in effective way so that no additional cost is required in it. thus, it
has resulted in saving finance capital and increasing sales. Besides, focus in on promoting it
online so that less expense is incurred and more sales is generated. The customer safety is
priority for them that has made things easy. Decision related to investment is also taken by
analyzing data and info in effective way. All areas where cost cut can be done is identified and
measure is taken in it. So, in this way Tower Hotel London is improving their financial
performance.
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So, these are all service recovery test that is conducted and it emphasis on improving
customer service in it. The change in process will increase efficiency and gain customer
satisfaction.
3. Recommendation for better customer service
Background to survey- in Tower Hotel London a survey was conducted in order to gather data
about customer experience of various services. This was done to take suggestions from
customers about how customer service can be improved. Furthermore, survey will help in
identify weak areas in services and improving it. thus, interview will be conducted and questions
is asked to them. Here, total 10 customers will be part of survey. The interview will be useful in
getting in depth analysis of data and on basis of that recommendation are written.
Survey questions- there are certain question framed to be asked in survey related to customer
service.
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- here, the survey was conducted with help of interview and it was asked
to customer who have visited Tower Hotel London. So, for that 10 customers were asked about
it. In interview all above questions were asked to them. It enabled in gathering in depth data
about their experience of various facilities and services in hotel.
Survey report – the survey of 10 customer interview is described as below where all 4 questions
answer are given in it. so, here by interpreting data and info it can be found that there are certain
recommendation which can be made. It is also been described in report.
Recommendation
There are certain recommendations which can be made by analysing the survey. It is as
follows
 The hotel should regularly provide training to housekeeping staff so that they are able to
deliver services in quick time and also interact with customer is better way. This will
enable in increasing their efficiency and attaining goals and objectives easily.
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 Tower Hotel London must prepare a checklist of maintenance and continuous do
inspection so that all equipment and devices are working properly and maintained in
effective way. it will increase customer experience and satisfaction.
 The hotel should use advance technology within operations so that overall process of
services delivery is fasten and also use of AI, IOT, etc. in it will result in reducing
mistakes and maintaining quality of services. Thus,, it will also result in increasing
customer experience as well and retaining them.
 Here, hotel must make changes in check in and check out as well so that customer is
able to quickly proceed in it and there is no long waiting time to be remain in it. In this
way it will help in proper and quick allocation of rooms to other guest.
 The hotel can integrated maintenance services with housekeeping so that both are carried
out in same time. this will save time as well cost of staff and other operations can be
performed in more effective way.
 There should be a system installed which include checklist in which all services related to
rooms are queued. With that staff will get insight on what type of service is to be
delivered and to which guest. Hence, a systematic process will be implemented where all
staff knows that they have to do. So, there will be no delay in offering services. This will
give better customer services.
 In food services TQM method can be applied. here, food is prepared within limited time
only when order is given. So, guest will get it delivered quickly.
Thus, these are some recommendation that can be followed by Tower Hotel London in
order to give better customer service. it will enhance customer experience and fulfil their
needs.
CONCLUSION
From report it can be concluded that SERVQUAL model is used in order to analyse
consumer expectations and consists of 5 dimensions that are reliability, responsiveness,
assurance, empathy and tangibles. In Tower Hotel London there are certain gaps such as long
process of solving customer grievance, etc. therefore, to resolve those gaps a survey is done
where interview is conducted and customers are asked questions in it. also, recommendation of
using technology, providing training, etc. must be implemented by hotel to improve customer
service.
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REFERENCES
Books and Journals
Niu, R.H. and Fan, Y., 2018. An exploratory study of online review management in hospitality
services. Journal of Service Theory and Practice.
Filimonau, V. and Brown, L., 2018. ‘Last hospitality’as an overlooked dimension in
contemporary hospitality theory and practice. International Journal of Hospitality
Management, 74, pp.67-74.
El-Adly, M.I., 2019. Modelling the relationship between hotel perceived value, customer
satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50,
pp.322-332.
Lin, F.H. and et.al., 2017. Empirical research on Kano’s model and customer satisfaction. PloS
one, 12(9), p.e0183888.
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