Impact of Customer Service on Satisfaction

This assignment delves into the crucial connection between customer service quality and customer satisfaction. It examines various research papers that investigate this relationship across diverse sectors like banking, hospitality, and e-commerce. The analysis focuses on understanding how different service quality dimensions, such as responsiveness, reliability, and empathy, influence customer satisfaction and loyalty. Furthermore, it explores the impact of technology on customer service and identifies best practices for enhancing service delivery.

CUSTOMER SERVICE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
A. Customer service policies in Travelodge................................................................................4
B. Evaluating customer service policy........................................................................................5
TASK 2............................................................................................................................................6
A. Different communication methods.........................................................................................6
B. Analysing the influence of customer perception by customer service provision...................7
TASK 3............................................................................................................................................8
A. Assessing the sources of information on customer requirements and satisfaction levels.......8
B. Determining customer requirements and satisfaction levels and recommendation for
potential improvements in customer service...............................................................................9
TASK 4..........................................................................................................................................10
A. Discussing a plan for delivering customer service...............................................................10
B. Reviewing personal roles and responsibilities in the organization.......................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer service can be considered as the provision of service to customers so that sales
of firm can be enhanced. Here, employees are required to identify the perception of consumers in
regard to deliver quality services and improve customer satisfaction. Each and every enterprise
provides priority towards customer needs and adopt effective customer service policies so that
standard service delivery process can be maintained (Alge and et. al., 2002). Apart from this,
businesses are required to value their clients by providing better customer service and enhancing
the market share of firm. Service policies involves a provision to consumers to satisfy their needs
during and after the purchase of product or service. Moreover, a rapid advancement in the
lifestyle of people affects the hospitality firms to deliver utmost quality products or service.
In the present report, Travelodge hospitality firm has been undertaken which is a private
limited company operating in the sector of travel and tourism. Firm focuses upon providing
luxury hospitality service in order to improve customer convenience. It possesses 30,000 luxury
rooms and other facilities to attract and satisfy the needs of customers (Cesarotti and Spada,
2016). Also, the study covers diverse customer service policies and discusses different training
session requires by employees to enhance their skills and capabilities. Report also covers
improvements requires to be involves in the business so that proper action plan can be
maintained by developing appropriate customer service planning and loyalty to enhance market
share.
TASK 1
A. Customer service policies in Travelodge
Customer service is considered as the provision that helps in delivering utmost quality
products or services to the end users so that their needs can be satisfied. Hospitality industry is
required to focus upon customer service delivery so that they can overcome competitors and
improve their brand image in market (Brady and Cronin, 2011). Moreover, it is essential for
Travelodge to adopt different customer service policies in regard to attract customers towards
firm such as-
 Developing communication- It is one of the best policy adopted by Travelodge in regard
to develop strong relationship among customers and employees. Communication is the

process that helps in delivering information from management to employees in order to
render the best quality services so that customer satisfaction can be attained.
 Product and service knowledge- Travelodge hotel introduces a range of products or
services for its customers. Therefore, employees of firm are required to be well trained so
that they can inform the customers regarding the available products or services and utilize
it effectively (Hansen, 2010). Through providing effective knowledge of the same it helps
in improving the customer satisfaction level and also increase the brand image of firm in
market.
 Customer satisfaction- It is another crucial customer service policy that helps
employees to focus upon the customer satisfaction by delivering them quality services
and attain individual satisfaction. Cited hotel is required to comply with its customer
service policies so that different dimensions can be covered in relation to operations and
working of firm. For instance, Travelodge promises to provide 24*7 room delivery
service so that customers can be satisfied up to a great extent (Disadvantages of email.
2015).
 Competency and flexibility- Travelodge management provides effective training to its
employees so that they can become competent in fulfilling the needs of their guests.
Further, through providing flexibility in working hours helps in increasing the morale of
their workers and they render their best performance so that sales of firm can be
increased.
B. Evaluating customer service policy
It involves different customer service policies being formulated by providing services to
customers in order to create positive impact on consumers and hotel. Through formulating
customer service policy it mainly depends upon the welfare and satisfaction of clients and attain
desired results. Also, Travelodge is required to provide specific training to their employees in
order to improve their performance and render the best quality services to guests in order to
make them loyal towards firm for long term (Bushberg and Boone, 2011). Further, customer
satisfaction policy can be evaluated in the aspect of measuring the satisfaction level of clients as
compared to competitors customers. Here, evaluating needs to be done upon the quality of
service delivery such as timely services is one of the factor that attracts customer attention.

Hence, if Travelodge thinks that they lack in such particular aspect, they need to improve this by
rendering training session based upon customer service delivery and thus improves market share.
Moreover, evaluating customer policies helps in enabling management of cited hotel to
assess the requirement of recruiting skilled workforce and thus strengthen their skills so that
quality service can be rendered. Further, by delivering regular qualitative and quantitative
customer service, it assists Travelodge to develop effective relationship among hotel and clients
(Ganguli and Roy, 2011). Another customer service policy which needs to be evaluated that
providing information about product or service so that significant knowledge can be developed
among target consumers. It is the best way through which hotel can improve its brand image in
market and enhance the sales and profitability. For instance, customers are attracted by the
quality and prompt knowledge rendered by the employees so that through mouth publicity it
increases the customers of firm. Moreover, another crucial customer service upon which
Travelodge needs to rely is easy cancellation or bookings made by clients. Herein, it increases
the satisfaction of clients by attaining such type of customer service and in future they chooses
Travelodge for staying which increases their sales and profitability.
TASK 2
A. Different communication methods
Communication is a crucial component that helps in sending and receiving message or
information so that desired results can be attained. In the context to, Travelodge an integrated
model of communication is undertaken. It involves different communication tools that helps
organization to flow the information from one place to another. It can be transferred from
employee to management of vice-versa (Guitar, 2013). There are different types of
communication methods adopted by organisation such as-
 Video conferencing- In regard to such method it helps individuals to easily communicate
with the person at different place. However, Travelodge uses such method to take
feedback from the top management seating in the head office at different location and
thus crucial guidance can be obtained in relation to save the cost of firm as well as render
the best quality services to guests.

 Face to face communication- Moreover, it is another effective communication method
that assists managers and subordinates to discuss the prevailing issues within the hotel
and try to overcome them by effective solutions so that best results can be attained. They
directly communicate with each other and satisfy the requirements of customers.
 Meetings- Here, Travelodge management uses this method in order to communicate with
their workers and inform them about the problems so that solutions can be obtained
effectively. With the help of such meetings different issues can be solved by the
managers in regard to practice effective customer service (Chathoth, 2013).
 E-mail- Furthermore, Travelodge uses e-mail method in order to communicate with the
workers and inform them about the new service policies so that possible actions can be
taken in relation to attain customer satisfaction. Management of hotel also uses e-mail
method in order to communicate with their workers so that they can inform them about
the new offers and discounts within firm. It helps in enhancing the sales and profitability
of firm.
B. Analysing the influence of customer perception by customer service provision
The perception of the reflects the buyers feelings which is being possessed by them in
relation to specific kind of goods and services that are offered by the business. The varied
provision relating with customer service has essential impact on the buyers perception. But it is
being evaluated that in order to reflect effective presence within competitive business
environment executive of Travelodge needs to put direct efforts towards maintenance of the
quality of product and services that is being offered to them. In this regard it has been viewed
that perception of the customers is affected by the kind of services provided by firm.
For instance, customer would attain positive perception with respect to firm's service in case
it is able to attain positive experience. Apart from these there are certain other factors determined
that has impact on the buyer's perception of Travelodge (Deng, Yeh, and Sung, 2013). Such have
been enumerated in the manner stated as under:
 The factor associated with communication: It is regarded as one of the factor that results
in bringing changes within the perception of buyers. For instance, in case Travelodge
employees are making use of aggressive communication form wherein they behave in
rude way with the buyers. Further such type of personnel have poor listening ability.

Thus this communication form results in development of negative perception with respect
to services offered by Travelodge (Evenson, 2011). Therefore in order to develop positive
perception in the buyers mind it is essential that employees must behave with greater
effectiveness. Moreover another inappropriate communication style is passive style.
Under this the personnel do not make much communication. Along with this personnel
making use of such style are inactive to a greater extent.
TASK 3
A. Assessing the sources of information on customer requirements and satisfaction levels
It is ascertained that an organization has to address the form and level of customer
requirements in order to determine the values and business functions for achieving better success
and attain results (Ariffin, and Maghzi, 2012). This includes a specific plan which needs to be
implemented by following the steps and directing the efforts on assessing the sources of attaining
the information about the customers and satisfaction level. For this process, it is necessary that
the managerial aspects of the organization should create a team of experts that are capable of
identifying the areas of determining information and utilize them in an effective manner.
Similarly, the management team of Travelodge hotel should also ascertain the basis of the areas
which are to be effectively assessed and analyzed in order to achieve greater set of objectives and
overall benefits.
The team should focus on addressing information by evaluating the sources that are
beneficial in establish better business strategy and address desired types of objectives. In that
respect, they must consider the following aspects which are to be accordingly evaluated and
structured in the organization:
 Customers – It is evident that the best form of identifying the number and types of
requirements among their clients (Brady and Cronin, 2001). This helps them to create
and implement the form of products and services that are efficient in attracting higher
number of aimed customers. Travelodge hotel is heading for acquiring larger part of the
market and establish a stronger position in their concerned sector. In addition to this, the

hotel manager should personally attend each and every customer for their requirements
and required quality in their services.
 Management – Further, the method of attaining information from their managerial
aspects and other staff members in order to ascertain the customers’ needs and
determine their values. This technique would assist the team of Travelodge hotel in
assessing the types of services and facilities liked by their targeted customers. The team
should conduct regular checks and assessment in order to conclude the information
about their targeted customers and related demands (Lightner, 2004).
B. Determining customer requirements and satisfaction levels and recommendation for potential
improvements in customer service
The process of analyzing the business and market situation for specifying the set of
certain action plan that are advantageous in attaining information related to their aimed
respective. The main purpose of designing and implementing this process is to address the type
of customers’ requirements and their overall needs in order to introduce appropriate range of
facilities and services. This would help the organization in gaining more customers and marking
better presence in the market (Razi and Bukhari, 2012). In that respect, the marketing or research
team of Travelodge hotel has to employ proper kinds of techniques and strategical methods that
are useful in addressing the types of customers’ requirements and their entire sort of demands
which would support them in attending the clients in professional manner and maintain their
business commitments. . . . . .
The team of Travelodge hotel has to primarily focus their attention on forming a link
between their customers and business operations processed by them. The main objective of the
business functions should be on satisfying the customers by offering them a high quality services
and varied types of facilities (Mengi, 2009). This would help them in creating better corporate
image and generate stronger brand image. Moreover, the team should adopt the following ways
of assessing the requirements of their clients and their ability to achieve them:
 Customer feedback forms – The method of filling up the feedback forms by the customers
is the most effective ways of defining the areas related to their needs, wants, suggestions,
ideas, etc. which can be only done by a client itself. Moreover, it gives an option to the
clients, who have experienced their offered services and facilities, about what they

expected to gain and what they actually received (Parasuraman, 2002). This supports the
customers in realizing that the organization is extremely concerned on the assessing the
level of overall knowledge gained by their clients.
 Questionnaires – It is the most common and preferred methods which could be adopted
by research team of Travelodge hotel. This would facilitate them in identifying the issues
which are generally faced by their customers. After identifying the areas and related
information, the team should properly evaluate the collected data and accordingly
implement changes in their present business plan and set of offered services.
TASK 4
A. Discussing a plan for delivering customer service
It is highly essential for an organization to maintain their ability to provide products and
services for accomplishing high level satisfaction. In that case, they should develop effective
ways to create attractive types of products and services which are required by their aimed
customers. Moreover, it has been determined that an enterprise need to implement a strategical
plan which should purposely aim on addressing the customers’ requirements and accordingly,
formulate the plan that should effectively create customer based products and services (Thorp
and et.al.,, 2012). Similar to this, Travelodge hotel is also aimed on promoting their overall
efficiency to lead the business and attract the market attention in order to gain benefits and
profits. Thus, they should properly assess the business and place new set of high quality services
and facilities.
With an aim to deliver effective and professional forms of high quality and innovative
services that should be systematically implemented in their management and overall organization
for overcoming their business approaches. It is essential that they structure a plan for delivering a
better form of customer service (West, 2012). For this they should consider the following aspects
that are to be considering by the managerial team of Travelodge hotel:
 Determining a quality level which is to be maintained by the business elements like
waiters, servants and other staff members.
 The front line managers should effectively attend their guests and organize the entire
activities until they left the hotel.

 Regular meetings between the different levels and departments in order to share ideas,
views and suggestions (Wilson and et. al., 2012).
 Organizing functions and conferences with the existing customers so that a strong
relation can be maintained.
 Implementing training and development methods to improve the overall ability and
efficiency to handle the business operations.
 Identifying ways to attract to new customers and techniques to overcome critical
situations.
 Conducting normal cleanup and changing shifts by the staff members.
 Specifying a standard for each and every hotel’s function for the staff members so that
professionalism and excellence can be maintained (Khan and Gibbons, 2014).
B. Reviewing personal roles and responsibilities in the organization
It is evidenced that every individual should be able to perform all the specified roles and
responsibilities under their position. This has to be appropriately assessed that the person should
have proper knowledge, skills and abilities in order to overcome the set of duties determined
under their job. It is crucial that organizational aspect should understand the form and level of
effectiveness required by them. This awareness among the managerial individuals would be
highly beneficial in attaining achievements and overall success, as it eventually help the business
addressing the desired set of objectives. In that context, the management members of Travelodge
hotel should also ascertain the level of performance required by their customers while delivering
the services (Karimi, Somers and Gupta, 2011). Being as a front line manager, I’m responsible to
address all the business operation and HR related functions that are to be evaluated by me in the
management.
In that context, I need to develop effective and professional attributes for accomplishing
my capabilities to provide excellence in my working and overall performance. In the hotel, I’m
positioned on the post of line managers which is liable to complete all the following duties and
responsibilities which are as follows:
 To maintain the HR activities of the hotel this includes the procedure of managing their
functions, planning the business strategy, organizing operations and defining the
objectives to be accomplished by them (Klaus, 2013).

 To assign the work to every personnel in the management in defining required
performance level which is required to assess by me while executing the business tasks.
 To handle business operations like maintaining records of the customers, arranging rooms
for them, maintaining the level of material supply and demands, etc.
 To provide better superiority services and innovative facilities to their customers so that
they could attain good experience during their visit.
 To greet the guest coming to the hotel and maintaining a proper standard until they left
the hotel.
CONCLUSION
From the report, it has been articulated that maintaining the level of customer service is
highly significant for an organization and their aspects in order to attain better achievements and
business success. This has been evaluated in the report that they need to follow a particular
structure and set of policies and procedures that are be followed by them.

REFERENCES
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