Analyzing Service Quality and Service Recovery in Hilton Hotel

This report analyzes the service quality and service recovery process in Hilton Hotel, focusing on dimensions and gaps. It also includes a survey report with recommendations for better customer service.

Customer Service
(Assessment 2)

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analyse service quality with specific focus to 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
Customers service is a critical aim of a service sectors organisation offering varied types
of facilities to people according to their needs and requirements. Customers are the life blood of
a services based company like a hospitality company. A key to success and popularity for a
hospitality firm is to offers them the best customer services with the focus of keeping them
satisfied and happy and encouraging them for making future purchase for repeat business
alongside maintaining long term relationships (Goodman, 2019). The report is based on Hilton
Hotel an American multinational hospitality company with a wide portfolio of number of hotels
and resorts in varied location around the globe. The report consist of service quality analysis for
of hotel in regards with SERVQUAL model. Moreover, the four acid test of service recovery of
Hilton Hotels are also conducted. Lastly, a survey report is presented with recommendations for
better service offerings to the guests.
MAIN BODY
Analyse service quality with specific focus to dimensions and gaps.
Service quality a key concern of hospitality service organisation as its appropriateness
and accuracy reflects upon hotels or other service company's performance and overall business
generation. Hilton Hotel is a large multinational brand with number of Hotels in varied
geographical locations. Particularly this report talks about Hilton Hotel, London on Park Lane
and overlooking Hyde Park. The property is located on a popular spot gaining huge tourist
attraction. In order to analyse and evaluate the service quality of Hilton Hotel with specific focus
on gaps and separate dimensions with the help of SERVQUAL model.
This is a qualitative analysis model that assist firms and managers in making comparisons
between service quality performances in relation with customer service quality needs of people
visiting hotel. Thus, in simpler worlds the model will enable in making evaluation and
comparison of the provided services to customers in regards with their expectations for seeking
understanding about the gaps if any (Li and et. al., 2019). It is also known as GAP model and
holds five core dimensions or components on the basis of which gaps are identified. The analysis
in relation to Hilton Hotel is presented below: Tangibles- This element is concentrating on physical assets, human resource and other
presentable assets of the Hilton Hotels. The company have huge bundle of resources and

filled with tangible assets for supporting customers with their needs and requirements.
Although, Wi-Fi services in Hilton Hotels is not appropriate enough as some guests faces
connectivity issues due to some technical errors which needs to be fixed. Reliability- This aspect is focused on the expertise and accuracy of workforce while
performing and rendering their services to guests. The staff in Hilton Hotel is well trained
and experienced as the hiring and recruitment process of company very critical. Thus,
Hilton Hotel do offer reliable services to customers. Although, due to the pandemic
company may have lost some of its experts. Responsiveness- The factors focuses over customer service support and willingness of
people to help visitors at the time of their stay. Hilton Hotel has a separate website and a
whole team with the job role of listening to customers complaints, meeting them and
addressing them in the most favourable manner for the guests and to offer them the best
experience before, at the time and after of their stay (He, Liu and An, 2019). Assurance- This reflects upon staff expertise and abilities to make staff trust the hotel
and themselves while working for them on behalf of the organisation. The housekeeping
department and other functional units who are in close contacts with customers are
guided and strictly instructed to make visitors the priority of hotel and their needs a
command which is needed to be fulfilled as per their guidelines and prefers showcased.
 Empathy- The customer service department of Hilton Hotels is team which works for
understanding customers point of views and offer them the best solution for the
shortcoming they are facing or have faced while staying with Hilton Hotel. The staff
while working for resolving problems of people first be emphatic to their issues, place
themselves on the place of customer and then take measures to make customer happy and
develop a healthy relationships with them.
Therefore, from analysis and evaluation of customers service quality of Hilton Hotels it
can be specified that the gaps between the customer service offered by the hotel and the
expectations of the buyers is low (Zhu, Lam and Lai, 2019). The hotel focuses over customers
and their satisfaction the most thus, by undertaking practices like making the customers needs
their priority, being empathetic to problems guests faced at the time of their stay in hotel and
then providing them a practical solution for their problems by addressing their needs and desires.

This enable them to build and maintain a longer term relationship with buyers and also influence
their future purchases with the hotel.
Demonstrate knowledge and understanding of the acid tests of service recovery within the
hospitality organisation.
Hilton Hotel has its own customer service team which addresses and meets all the
complaints that customers raises and requires solutions. These complaints are received through a
separate website of hotels official email. In order to make better changes in their service recover
process Hilton Hotel can make use of acid testing techniques (Chen and et. al., 2019). Failing to
meet customers expectations and needs is one of the biggest failures for a hospitality service
organisation working in a diverse and a aggressively competitive environment. Thus, the acid
test is presented below in a form of certain back to back stages. Apologize- The first test is of apologizing to the guests or customers before head for any
form of inconvenience and stress client faced at the time of their stay in hotel. The hotel
have to be sincere enough for expressing regrets for problems and discomfort caused. The
customers needs the a sense of realisation form the executive on behalf of Hilton Hotel
for the problems caused to them due to any varied reason while staying in hotel. The
complaints then be presented in the database and executives should be assigned to work
upon them. Review- The next acid test would be a review of complaint before solving it and
rendering solutions. This is a practical approach of making development in recovery
services and delivery to customers. Hilton Hotel first have to make a thorough review of
the problem for collecting all possible and minute details for making the best conclusions
and results (Sutherland and et. al., 2020). This will help the hotel and executives working
on the respective complaint to devise possible and most accurate solutions. Also, it is
another gesture which highlights the interest of hotel in providing utmost and infinite
support to the guests in regards to their problems and the best possible solutions. Fix and Follow Up- The next test is considered to be the most crucial one in as the
problems or the complaint registered once properly reviewed and analysed and at this
stage a final resolution is provided. The fixing and follow up test is where the customer
service executive of Hilton Hotel will be addressing the issue by offering the resolution to
the customer that is in their hands and by stating the best what Hilton Hotel can do in

relation to their problems and the inconvenience they faced. Once the client agrees to
take up the prescribed solution a follow up call should be made for gathering their
feedbacks and for knowing the satisfaction level. Additionally, this follow up call or
contact will is to be made for making sure that the guest is happy with the service as well
as their the compensation for their discomfort is made. Moreover, it will encourage their
future purchases in favour of Hilton Hotel with long term Customer relationships and
loyalty to the brand.
 Document- The last test is of documenting the whole complaint and the process followed
for resolving it. Hilton Hotel needs to document each and every step they made for
resolving clients issues and for making them satisfied with the service. This will provide
the hotel with their own personalised database for offering higher quality of services in
future to the guests. As well as documentation allows to serve the same customer in better
manner in future and develop a higher goodwill (Senarath, Zhang and Vrzic, 2019).
Prepare a survey report with recommendations for better customer service.
Background of the survey
This survey is designed to help the Hilton Hotel in better understanding the customers in
respect of their needs, satisfaction, etc. this survey shall analyse the perspective of customers
regarding the services offered by the hotel and the level of customer support.
Survey questions
The following are the questions asked from customers in this survey to understand their
perspective regarding the Hotel services-
1. What is the overall experience of the customer regarding the services offered from the
front level office relating to check ins and check outs and complaint redressal forum ?
2. What is the experience of customer regarding the dining hall relating to food quality,
taste and varieties ?
3. What is the experience regarding the housekeeping performance for the customer ?
Survey methodology
This survey shall be done on qualitative basis where the guests will be given open ended
questions which need to answered by the existing customer so that the Hilton Hotel is able to
improve its customer service (Daugherty, Bolumole and Grawe, 2019). The population for the
survey is 50 customers.

Presentation of survey report
It is analysed from the above survey on the customer service for Hilton Hotel which has
following response whose outcome has been measured by inserting positive and negative layer
due to open ended questions.
1. For question 1, out of 50 respondents, 50% respondents were happy with the services
being offered to them from front level officers of the Hotel. 38% respondents remarked
the service as average with being little unsatisfied from services and remaining 12%
respondents were unhappy from the front level operations of the Hilton Hotel.
2. For question 2, out of 50 respondents, 78% respondents marked the quality and taste of
the food as excellent and the remaining 22% respondents showed their unsatisfactory
experience in availing the food due to late deliver of food on the tables.
3. For question 3, out of 50 respondents, 88% showed their satisfaction towards
housekeeping performance and 12% respondents were unsatisfied with the housekeeping
due to late availability of services.
Recommendations
From the above survey, it is recommended to the Hilton hotel that there is a need for
improvement in the front level services and this can be done by employing extra staff on the
front area to greet the customers with full enthusiasm. It is rightly said that first impression is the
last impression and lack in offering initial level services can sometimes become roadblock for
the hotel in its continuous progress of success. Proper training must be given to the existing
workforce to manage the guests together to create a positive impact on customers.
The food management department must add some tools into its functions to provide quick
service to its customer without compromising on quality and taste of the food. Another
recommendation shall include using of technology toolkit like keyless entry through mobile
application to provide better experience to its customers by saving its time (Feine, Morana and
Gnewuch, 2019). The hotel shall also engage trained and skilled staff with some high tech
cleaning equipment to provide better service to its customers thereby placing the employees in
easy position to manage their work effectively and efficiently.

CONCLUSION
The above report demonstrates and evaluates the aspects of customer service and its
effectiveness for service delivering firm which concludes the needs and importance of customer
service notion is high with huge influence. Customer service is a idea which revolves around
what customers are expecting and what exactly they are being delivered (Groth and et. al., 2019).
Thus, the hotels and hospitality firm needs to make appropriate measures to deliver the best and
most suitable to their customer base in order to keep a balance in their relationships with the
guests and encourage their future purchases in favour of the brand.

REFERENCES
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Online:
The SERVQUAL Model, 2016. [Online] Available Through:
<http://www.simplynotes.in/mbabba/the-servqual-model/>