An Analysis of Customer Service and Quality

The assignment consists of a list of references to various studies on customer service and quality. It includes articles from journals such as International Journal of Humanities and Social Science, Journal of Service Research, Transport Policy, and Journal of Service Management, among others. The topics covered include behavioral intentions of public transit passengers, service quality and customers' preference of cellular mobile service providers, and physical and social atmospheric effects in hedonic service consumption.

CUSTOMER SERVICE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1) Customer Services practices of Ritz Carlton hotel and similar chain hotel and also finds
improvement existing service practices......................................................................................1
2) SERVQUAL, customer service quality and positive and negative factors of service quality4
3) Complaint handling and service guarantees...........................................................................5
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
It is an advice and also assistance which is provided through an organisation those
persons who purchase its services and goods. It is a process of assuring the consumer satisfaction
with the goods and services. It is a necessary part of maintaining customer relationship which
helps in enhancing the income or revenue. Ritz-Carlton Hotel Company is an organisation it
operates its luxurious chain of hotels (Xie, Peng and Shen, 2010). This firm has 91 luxurious
hotel in around 30 countries. It provides the satisfactory services to its clients. In this report
going to discuss about the existing practice of customer service in the Ritz Carlton hotel (). The
several kinds of gaps in the service quality are going to discuss in this report. For improving the
quality standard, it analyse is internal as well as the external factors. Under this present report
going to discuss about the complaint and also the service guarantees handling.
TASK 1
1) Customer Services practices of Ritz Carlton hotel and similar chain hotel and also finds
improvement existing service practices
Customer service is the basic and main part of an organisation. It is the first propriety of
every organisation to satisfy the needs and demands of customers by providing them good
quality of services. Ritz Carlton has a large chain of hotel and in this, over 19000 staff members
are working. For enhancing the quality, manager of this hotel provides training to its staff
members for enhancing the customer services, knowledge and also, their skills. With the help of
this, they can satisfy needs and wants of people and also, solve the queries and problems of
customers. This hotel provides personal facilities and also, services to its clients or visitors and
do the warm welcome (Yoshida and James, 2010). Ritz Carlton uses effective customer service
practices which are helpful in enhancing the productivity of business and also, maintain a
positive image of hotel in the minds of consumers. There are some practices related to customer
services of Ritz Carlton given as below:
Recruiting the capable persons- For providing effective customer services, it is
necessary for Ritz Carlton to hire capable staff members so that they can provide better quality
services. It is an effective customer service practice. After recruiting, it is necessary to provide
them training so that they can enhance their knowledge and also, customer service. Manager also
motivates its staff members so that they will perform well and work on achieving the goals and
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aim of Ritz Carlton. It helps in enhancing the productivity and goodwill of cited hotel. If this
business organization will recruit the capable employees then it will be beneficial for business.
Treat customers in a better way- It is the most important and necessary practice that
staff members of hotel should treat its clients with positive behaviour otherwise, it will provide a
negative impact on the productivity of business. Employees of Ritz Carlton always deal with its
customers effectually. It will help in enhancing their customer satisfaction level. From this, they
will be loyal towards the organisation (Walter and Edvardsson, 2012). If in hotel, there is any
kind of issue or problem to customers regarding facilities, then in this case, it is necessary for the
manager or staff of hotel is to treat them carefully and focus on satisfying the needs and wants of
people. It is important for hotel to treat all people or customers equally not by demographics or
occupation, age, gender, income level, status, etc.
Be Proactive- Proactive customer service refers to an ability related to business for
predicting the complaints of consumers and also, their concerns before they react on the problem.
In case, in Ritz Carlton, there is any kind of problem arise, then in this case manager controls
that situation and do not create the problem of conflict (Lin and Lin, 2011). In this, the problems
are solved in an easy way and it will be beneficial for the business or company. It is good for the
success of Ritz Carlton.
Make first impression good- It is important that hotel should make the first impression
better. It says that “first impression is that last impression”. If the first impression of hotel service
on customers will be good then in this case, consumers will be attracted towards services and
they will also be the loyal consumers. To make the first impression good, in this case, it is
necessary for this hotel to provide good customer services and offer facilities such as clean room,
transportation facilities, tour guide, good quality food facilities, etc. In this case, they will be
attracted towards the services of hotel (Salomonson, Åberg and Allwood, 2012). It will help in
maximising the sales and also profit level. From this, the relationship in between company and
customers will be strong and also, harmonious.
In the similar chain of hotels, there is Hyatt. It is a multinational operator and the owner
of resorts, hotels and also, vacation properties. Ritz Carlton has a big chain of hotels and it also
operates its total 679 hotels in around 54 countries in all over the worlds. It provides the best
customer services of consumers. In this context, there are some customer service practices of this
hotel which are given as below:
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Offer seamless experience- In this modern world, main focus of customers is on the
brand. They are connected to the mobile phones and computers. So, they want some thing new.
In context to this, Hyatt hotel is searching out the new methods or ways to make the customers
busy in an attractive and proper manner (Lai and Chen, 2011). This hotel conducts the
programme or activities for customers. The positive experience of consumer is necessary for the
long term retention of customers.
Treat complaints as opportunities- The management of Hyatt hotel treats its employees
properly and also listens to their problems and issues. The angry consumers can create big
problem to organisation. So, in this case, manager and staff members should deal with them
properly and solve their problems in an effective and proper manner.
Employee Engagement- he better consume service will be prove elusive if in case staff
members are not engaged in this. It is necessary that employees should be properly involved in
the customer service. It will be good for their recognition (Baskar and Ramesh, 2010). In this
case manager recognise and appraise those employees who provide the better customer
satisfaction and also engage in the employee engagement activities.
As a Customer Service manager, according to may point of view, this Ritz Carlton should
make some change in its existing practice of customer services. The manager of this hotel work
on improving the two customer service practice and that is Guest Cycle and convenience
facilities. Guest cycle is a time between the pre arrival of guest customer and its departure. It is
necessary that the guest cycle should be proper from this customer judge the condition and the
level of customer service of hotel. The manager of Ritz Carlton hotel. It will be helpful in
conducting the business and also enhancing the sales of an organisation. In context to this
manager works on make improve in the existing services of this hotel. In this, it is necessary that
the staff of front line office should be active and take all the details or information of customers
at the time of their arrival.
There are four stages involves in the Customer Service Guest Cycle:
Pre- arrival- In this guest or consumer selects hotel at the time of pre- arrival stage
related to guest cycle. Selection of guest can impacts from many different factors like past
experience with hotel, word of mouth, location etc. Before arriving in hotel, guest making
reservation of rooms.
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Arrival- It consist process of registration and also room assignment. After arriving guest
in hotel, that person makes a business relation with hotel by the front office. It is the
responsibility of front office to clarify all the problems and doubts of customers like details and
charges of room rates. Front office should ascertain reservation status of guests before process of
registration.
Occupancy- A way under which staff of front office to represents a hotel is necessary
under this stage. Under this, it is the duty of front office to coordinate with guests and also
provide information to them.
Departure- Guest accounting and services of guest cycle are finished at this stage. In this
staff of front office gather feedback regarding guest experience in Ritz Carlton hotel.
The main operations of front office are reservations of customers, check in details,
concierge services and the check out (Dequan and Li, 2012). The staff of shirt office should take
care of all these things. The first priority of this front office is to making the reservations for
customers through online. On the other hand, an improvement in the second existing customer
service practice is that, hotel should give the convenience or can say the transportation relates
facilities to its customers regarding arrival and departure time. In the transportation facilities
includes cabs, vans etc.
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Illustration 1: Customer Service Guest
Cycle

2) SERVQUAL, customer service quality and positive and negative factors of service quality
For the good customer service and also quality, it is necessary to include the
SERVQUAL gaps in context to achieving the good service quality. It is necessary for manager is
to determine the SERVQUAL gaps in service quality. SERVQUAL refers to the multi
dimensional instrument related to the research which is formulated for the purpose of capturing
the expectations and needs of consumers of services. It refers to the difference among the
Customer perceptions and their expectations (Dunkel and Kleemann, 2013). So, in context to
this, it is necessary for the manager of this hotel is to consider this gaps and work on improving
this. There are some points related to the Customer Service Quality given below which this hotel
needs to be improve:
Attracting new customers costs than the existing consumers- For enhancing the sales and
productivity of business, it is necessary for this hotel is to make the new strategies and unique
policies to attract the new customers and also retaining the existing customer by satisfying the
needs and wants of people It will be beneficial for business (Jusoh and Ling, 2012). Those
consumer which are satisfied from the services of hotel, they are the long term customers and
also spend money. The relationship among the hotel and its loyal customers will be strong.
Customer service costs real money- The real price are concerned with giving the
company and value to the consumers. If the customer service of the hotel will be high, then more
and more customers will be attracted towards the services and their needs will be satisfies. Ritz
Carlton minimize the customer service costs through the use the system of telephone voice
response, outsourcing the call centres to the cheaper destinations and also providing the self
services online. With the help of this, the impact will be good in the mind of customers. In case if
this hotel do not take care the customers needs then its impact on consumes will be negative.
Understand the customers needs- The first priority of Ritz hotel is to identify the needs
and also wants of people and prove services and products according to that (Helkkula, Kelleher
and Pihlström, 2012). By identifying their needs, it is necessary to this hotel is to satisfy their
wants by listening them. In the consumer listening, this hotel includes its senior management. It
will be helpful in the decision making process.
Open Communication channels- The consumer always wants to contact with the hotel in
many different ways such as mail, emails, face to face, fax and also through phones. Some in
addition to this, it is necessary for this hotel is to open all its communication channels. It is
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necessary for hotel is to take the information from the customers and also their details. It is
helpful in maintaining the record.
People expect good customer service everywhere- The customers always wants the good
customer service because they spend more money in hotels and also travelling (Izogo, 2015). So,
it is necessary to the management or staff of hotel is to give the good customer service to its
clients and also providing them satisfactory facilities in context to satisfy their needs and
preferences. It is essential that the customer service should be 24*7 for consumers.
There are five gaps in customer service quality given below as above:
Complaints- Under this, if there is any problem to the guest in hotel then it is the
responsibility of the hotel staff to focus on their complaints and try to handle in a proper manner.
Listen- It is the duty of staff members or front desk employees to listen the problems of
guests properly and note them.
Actions- It is necessary for the manager and hotel staff of Ritz Carlton to take some of
the appropriate actions regarding the complaints of customers. It will be helpful in solving their
problems in an effective manner.
Apologize- If customer face any problem in hotel by the hotel staff and any other things
related to hotel, then it is the responsibility of staff and manager to apologize from the guests of
their mistakes.
Empathize- It is an ability to think oneself in the place of another and also understand the
feelings of other person, actions and also thoughts. Hotel staff should feel the emotions of guests.
There can be the negative as well as positive impact of the customer service quality.
Negative impacts- If in case, the company will not take the needs of consumers and does
not satisfy the needs and wants of people. Then from this consumer will be dissatisfied from the
services of hotel and it will be develop the negative impact (Salomonson, Åberg and Allwood,
2012.). The main duty of manager is to provide the training to staff members, but if in case
employer will not give the proper training to employees, their skills and knowledge will not be
enhanced and it will develops the negative impact.
Positive impacts- To develop the positive and better impact in the mind of customer
towards the company, it is necessary to take care the needs and satisfy the demands of
consumers. The hotel should recruit the capable staff members who have knowledge about the
customer service and hotel industry. From this they will understand customers and their needs. In
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context to developing the positive impact, it is necessary for manager is to give time to time
training to its staff members regarding the new technologies, machineries, good customers
services. With the help of this their knowledge, skills, capabilities will be enhanced It will be
helpful in developing the positive impact on the mind of customers.
It is necessary for manager of this organisation is to make improvement in the quality of
food and beverages and also provide the some additional dishes to the customers. The quality of
food is important for the customers (Jayawardhena and Farrell, 2011). It is necessary for the
manager is to work on make improve in the house keeping department and also front office. The
main responsibility of house keeping is to clean the rooms as well as hotel. In context to this, it is
necessary for manager to provide them training for improving their services.
3) Complaint handling and service guarantees
The complaint handling is very important and also necessary process of an organisation.
If there is any kind of issue and problems to customers then is is the responsibility of manager is
to handle their compliant and issues in a better and proper manner. It is necessary for manager or
top level is to listen the complaints of consumers carefully and also give the proper solution to
them. Complaint handling means the dissatisfaction of consumers towards the goods and
services of hotel. Regarding this, it is necessary for manager is to train its staff members so that
they can perform better and satisfy the needs and wants of people. In case of complaint handling
(Jusoh and Ling, 2012). It is necessary for manager is follow some steps and some rules
regarding it. In this some of the main points are included:
Develop a strategic plan- It is necessary for manager or top management of Ritz Carlton
hotel to formulate some policies and strategies regarding the complaints. There is a requirement
to this hotel is to make a procedure about handling or addressing the complaints of consumers.
Train management and staff in complaints handling- In context to the complaint
handling, it is important for manager or top manager is to give the training to management and
also staff members to deal with the customers in case of complaint handling (Magesh, 2010.).
From this they can deal with customers properly and also solve make the proper solution of their
complaints. It will helps in satisfying their needs and also helps in developing the good
perception in the mind of consumers.
Give complaining enough authority and priority- The main duty of staff members or
employees is to aware about the problems and also complaints of consumers. It is their first and
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foremost priority. If there is any expert person who can deal with the customers complaints, then
it is necessary for manager is to give the authority to that person.
Ensure complaints process from all sources- Hotel should give the all sources to
customer so that they can complaint. In the sources includes email, internet, telephone, through
mail, face to face etc. These all are the necessary sources which helps the customers in
complaining about the services of hotel (Jusoh and Ling, 2012). Ritz Carlton should be able to
manage all these source effectively and efficiently.
Set up a log process & determine all complaints- In this, it is necessary to analyse all the
issues and complaints of customers and make the proper solution. Regarding this, Ritz Carlton
share this process of complaint handling with the other people of this hotel.
After all this process, it is necessary for the manager or staff to give the greeting to
customers and works on minimising the complaints in hotel. With the help of this productivity
and profitability of this hotel will be improved and also increased. It is the responsibility of staff
hotel is to apologize from the customer regarding the dissatisfaction and issues faced by them
from hotel.
The complaining process in Ritz Hotel:
Specific regarding complaint- It is necessary for the guests to provide all necessary
details or information with regards to place and time in possible manner. If information will be
right then front desk can help guests to solve them out.
Do follow up- It is necessary for Ritz Carlton to follow up. But some times the staff of
front desk do not listen the problems of guests then its outcomes are bad. So, in case of any
complaint, staff should be more focus on solving the problems of guests.
Don't talk to agents of front desks- Front desks officers are very qualified and they do
not know a way of interaction with guests. Their duty is to provide right information to guests
regarding bookings of restaurants and make update housekeeping department.
Service warrantee refers to a marketing tools and techniques under which the services of
hotel is increased and the risk of customer perception reduced. The Ritz Carlton hotel always
take care the quality of services. This hotel gives the offer to its customers of free meals and
weekend. From this large number of customers will; be attracted towards the offer of this
company. In this case when company provide the free meals to customers with out any types of
charge, then it should be maintain its quality of food (Karpen, Bove and Lukas, 2012). From this
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the perception of this hotel's service quality in the mind of customers will be positive and good.
It will be helpful in enhancing the sales and also productivity of business. In this context,
manager should assure about the quality and also guarantee about the services which are
provided to the customers. The quality of meal should be good and it should also be hygienic.
For staying to customers, it is necessary for staffs and also managers to provide them proper
rooms and do some activities so that they can enjoy fully. With the help of this more and more
consumers will be attracted and the sales or development of Ritz Carlton hotel will be enhanced.
CONCLUSION
It has been concluded from the above report that customer service is the essential part of
an organisation. In this report studies about the practices related to the customer services of Ritz
Carlton and also Hyatt hotel the practices of both hotel are different. The Servqual gaps related
to the service quality discussed under this report for achieving the good quality service. In this
present business report also studied about the improvement in the two existing services of Fritz
Carlton hotel in context to enhancing its productivity and sales of hotel.
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REFERENCES
Books & References
Baskar, S. and Ramesh, M., 2010. Linkage between online banking service quality and
customers. Perspectives of Innovations, Economics and Business. 6(3). pp.45-51.
Dequan, Y.U.E. and Li, N.I.U., 2012. Repairable queuing system with customers service rate
variation caused by negative customers [J]. Journal of Liaoning Technical University
(Natural Science). 1. p.025.
Dunkel, W. and Kleemann, F. eds., 2013. Customers at work: new perspectives on interactive
service work. Springer.
Helkkula, A., Kelleher, C. and Pihlström, M., 2012. Characterizing value as an experience:
implications for service researchers and managers. Journal of Service Research. 15(1).
pp.59-75.
Izogo, E.E., 2015. Customers’ service quality perception in automotive repair. African Journal of
Economic and Management Studies. 6(3). pp.272-288.
Jayawardhena, C. and Farrell, A.M., 2011. Effects of retail employees' behaviours on customers'
service evaluation.International Journal of Retail & Distribution Management. 39(3).
pp.203-217.
Jusoh, Z.M. and Ling, G.H., 2012. Factors influencing consumers’ attitude towards e-commerce
purchases through online shopping.International Journal of Humanities and Social
Science. 2(4). pp.223-230.
Jusoh, Z.M. and Ling, G.H., 2012. Factors influencing consumers’ attitude towards e-commerce
purchases through online shopping.International Journal of Humanities and Social
Science. 2(4). pp.223-230.
Karpen, I.O., Bove, L.L. and Lukas, B.A., 2012. Linking service-dominant logic and strategic
business practice: A conceptual model of a service-dominant orientation. Journal of
Service Research. 15(1). pp.21-38.
Lai, W.T. and Chen, C.F., 2011. Behavioral intentions of public transit passengers—The roles of
service quality, perceived value, satisfaction and involvement. Transport Policy. 18(2).
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Lin, J.S.C. and Lin, C.Y., 2011. What makes service employees and customers smile:
Antecedents and consequences of the employees' affective delivery in the service
encounter. Journal of Service Management. 22(2). pp.183-201.
Magesh, R., 2010. A Study on Quality of Service as a Tool for Enhancement of Customer
Satisfaction in Banks. Global Journal of Finance and Management. 2(1). pp.123-133.
Paulrajan, R. and Rajkumar, H., 2011. Service quality and customers preference of cellular
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Uhrich, S. and Benkenstein, M., 2012. Physical and social atmospheric effects in hedonic service
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Journal. 32(11). pp.1741-1757.
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Walter, U. and Edvardsson, B., 2012. The physical environment as a driver of customers' service
experiences at restaurants.International Journal of Quality and Service Sciences. 4(2).
pp.104-119.
Xie, L., Peng, J. and Shen, W., 2010, June. Customer's perceived service convenience and
customers' service evaluations of the bank's outlets. In Service Systems and Service
Management (ICSSSM), 2010 7th International Conference on (pp. 1-6). IEEE.
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Online
Customer Service, 2017. [Online]. Available thropugh
<http://www.investopedia.com/terms/c/customer-service.asp>. [Accessed on 2nd
November, 2017].
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