Factors Limiting Customer Service in Hospitality Industry: A Case Study of The Frog by Adam Handling

Customer Service
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of case study organisation......................................................................................1
Demographic profile...............................................................................................................1
Consumer trends and customer expectations.........................................................................2
MAIN BODY...................................................................................................................................2
Establish and evaluate the factors that limit customer service within the hospitality and
tourism industry......................................................................................................................2
Different customer behaviours and how to match the service delivery to those expectations3
Benefits and opportunities derived from exceeding customer expectations to an organisation’s
success....................................................................................................................................5
Service Blueprint Template....................................................................................................7
RECOMMENDATIONS.................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Overview of case study organisation
Customer service management is described as the strategies, practices and technologies
that various organisation utilize to organise and evaluate consumer interactions and data. This
customer life-cycle of their preferences is examined in order to improve relationship with them
and to provide them better services in future. Hospitality industry is a sector which directly
interacts with customers by providing them services such as event planning, hotels, restaurants,
travel, food services and many more (Dotzel and Shankar, 2019). The Frog by Adam Handling
located in London is also one of the restaurant which belongs to this hospitality sector. The case
study is about a restaurant called The Frog by Adam Handling which shows a review from
former customer on a travel site Tripadvisor in which the person shares their experience there.
The person shared that the services offered by restaurant was very poor as they have to ask for
the food menu and the prices of various dishes were too high. It was also mentioned in the
review that hygiene factor was missing as the toilets of restaurant were very dirty. And the
customer got ill after eating the food of restaurant and according to them it was a case of profit
over comfort. At the end customer shares that the concept of the restaurant was nice but they did
not like the services deliver to them and according to them the price of food was too expensive.
Demographic profile
Demographic profile is utilized by marketers to make themselves efficient in advertising
their products or services and also helps them in evaluating any possible gaps in their strategies
of marketing. Demographic data is very important for companies to understand how to approach
customers and plan strategically for upcoming trends according to consumer demands (Bove and
Benoit, 2020). The Frog by Adam Handling restaurant was opened in the year 2017 in London
by Adam who is a well-known chef in UK. This restaurant is a flagship for Adam Handling
Restaurant Group which is located in the heart of Covent Garden. The restaurant has also
possessed perfect location where people can host several events such as corporate gatherings,
birthdays and many more. For people who want to host private parties, the restaurant offers an
exclusive private dining room 'The Library' which has seating for 16 persons. People who want
to enjoy bar services, the restaurant has bar called 'Eve' which is under the flagship of this
restaurant and is basement serving bar.
1

Consumer trends and customer expectations
Customer trends is defined as the values which make customers attracted towards some
products or services and this value turns into trends. Customer expectation is defined as a set of
thoughts that consumers keep in their mind about a particular brand, product or service. The
customer trends and expectations change with time which companies have to fulfil in order to
enhance their image among them as well as to achieve competitive advantage (Bassano,
Piciocchi and Pietronudo, 2018).
The following report mainly focuses on the components which could limit customer
services in the hospitality and tourism industry. The report also explains how hospitality sector
matches different customer behaviours. Lastly, it has also been evaluated in this report that what
benefits an organisation could gain success by providing extra advantage to customers above
their expectations.
MAIN BODY
Establish and evaluate the factors that limit customer service within the hospitality and tourism
industry
Customer services are related to the facilities which an organisation provides to its client
in order to meet their demands. There are several factors which could limit the customer service
in the hospitality and tourism industry. Some of these factors are defined below in detail:
Service Quality:
This factor refers to comparison a customer does on the basis of their expectation and
relates it to the performance of company. Service quality helps in meeting the satisfaction of
customers which in turn leads to their loyalty towards brand. It is very important for hospitality
sector to deliver best service quality to customers in order to build trust in them towards
themselves. Service quality included various factors such as assurance, empathy, responsiveness,
reliability and tangibles (Torres and et. al., 2018). In hospitality factor service quality consist of
three dimension which are material, staff and physical facilities. Service quality helps in gaining
sustainable competitive advantage in market and also assist in building customer's confidence.
For instance, in the case study of The Frog by Adam Handling it was mentioned in the review
that staff was not responsive. The staff present there was not listening or providing the customer
food menu which ultimately represents lack of responsiveness.
2