Assessing the Effects of Service Quality on Customer Satisfaction in Eurostar

The paper Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing. 76(2). pp.193-218. examines the relationship between quality, value, and customer satisfaction on consumer behavior intentions in service settings. It highlights the importance of these factors in determining consumer loyalty and retention. The study also emphasizes the role of emotions in service encounters, suggesting that emotional experiences can influence customer satisfaction and behavioral intentions. Furthermore, it discusses the impact of service quality, corporate image, and customer satisfaction on passengers' perceived value in the banking sector.

How staff members at Eurostar deliver
their quality of customer service

TABLE OF CONTENTS
RESEARCH PROPOSAL....................................................................................................................3
TASK 1 FORMULATE A RESEARCH PROJECT SPECIFICATION.............................................3
1a.) Factors that contributes in research project selection...........................................................3
1b.) Purpose of the research.........................................................................................................3
1c.) Literature review...................................................................................................................4
1 d.) Methodology........................................................................................................................5
1e.) Time plan..............................................................................................................................6
TASK 2 IMPLEMENTATION OF RESEARCH PROJECT WITH AGREED
PROCEDURES....................................................................................................................................7
2a.) Literature Review.................................................................................................................7
Introduction........................................................................................................................7
Factor that aids in offering quality services to customers..................................................7
Relationship between delivering quality services by Eurostar staff members and level of
customer satisfaction..........................................................................................................9
Challenges that Eurostar staff members faces in offering customer service...................10
2b.) Organizing Questionnaire and Proposed Approaches........................................................12
Questionnaire............................................................................................................................12
Proposed Approaches.......................................................................................................14
2c.) Record and collect the data that have been gathered..........................................................18
Data Analysis and Findings...........................................................................................19
TASK 3 RESEARCH PROJECT INTO A SPECIFIED AREA OF BUSINESS..............................24
3a.) Analysis with appropriate graphs and Diagrams................................................................24
3b.) Conclusion and Recommendations....................................................................................29
Recommendation............................................................................................................31
REFERENCES...................................................................................................................................33
APPENDIX........................................................................................................................................36
Questionnaire............................................................................................................................36
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RESEARCH PROPOSAL
HOW STAFF MEMBERS AT EUROSTAR DELIVER THEIR QUALITY OF CUSTOMER
SERVICE
TASK 1 FORMULATE A RESEARCH PROJECT SPECIFICATION
1a.) Factors that contributes in research project selection
Here are some of the major factors which helped me in selecting the present research
topic such as:
Previous education and work experience: It is one of the major factors taken into
consideration which helps the researcher in selecting the best research topic. At the time of
choosing this specific topic I have discovered that my educational qualification and previous
work experience both have been relevant. In this regard, I have completed my HND level 5
educations in travel and tourism. I have been working for 9 years in customer service and
starting with 2010 I work at EuroStar. I work in customer service at EuroStar and my target is to
work as a Duty Manager. This is my current main motivationonal factor, which helps me in
conducting this research so that I can develop better findings on the basis of my experience and
knowledge.
Topic is current issue: Another major factor for the selection of this topic is that it is a
widely used concept nowadays (Denscombe, 2002). Most of the companies are adopting several
strategies through which they can provide quality services to their customers and enhance their
market share as well. Due to the poor service quality overall brand image of company might get
effected, thus research regarding the present subject matter is of greater significance.
1b.) Purpose of the research
According to Mattila and Enz (2002) in today’s highly globalized world most of the
companies have found that customers are the most important asset of their business. They require
developing several strategies through which they can fulfil their needs and demands. In order to
provide quality services to all the consumers within travel industry staff members play a crucial
role. They are responsible for greeting all their passengers and resolving their any type of query
as well. Boshoff and Allen (2000) in his article define that service quality is having positive
relationship with level of customer satisfaction. Due to this factor, it is essential to provide
proper response to all the passengers travelling within the Eurostar. The main purpose of
selecting this research topic is researcher’s area of interest and increasing need to quality
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services. Customers are the major asset and companies need to fulfil all their requirements by
providing them quality services
The study that I am conducting is based on the role of staff members in delivering quality
services to customers. A case study of travel industry is taken into consideration as passenger
trains needs a fresh faces with better communication skills as their executive staff. For this,
Eurostar of UK is being selected which define a tag line that “The important thing is not which
train you select, but why you select it”. They mainly target cultural and business travellers and
providing them quality services.
Research Objectives
 To identify the factor that aids in offering quality services to customers.
 To identify the performance efficiency that staff member faces in offering customer
service.
 To gain a better understanding of staff’s satisfaction level in working for the Eurostar To recommend the ways through which overall customer satisfaction level can be
enhanced.
Research Questions
 How quality services delivered by staff members helps in enhancing the level of
customer satisfaction?
 What are the major challenges faced by staff at the time of offering quality services to
guests?
1c.) Literature review
Managing customer relationship is becoming key concerns of every organization. For
this, they are adopting various strategies to maintain and deliver high quality customer services.
According to Bowen and Lawler (2006) front office is the important function as all the
customers’ deals with them as a centre of the train. They are highly responsible for greet them
and resolving all their queries regarding their requirements. Employees are the face of every
travel business because customer deals with this staff as the centre of it. The major
responsibilities of staff members are to provide better assistance to guests, fulfil their needs and
meet their wants.
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Seth, Deshmukh and Vrat (2005) in his article stated that there are mainly five
dimensions of service quality i.e. tangibility, reliability, responsiveness, assurance, and empathy.
These factors must be considered by train staff management team such as:
Tangibility: It covers the area of impression on customers by how well they are dressed.
Reliability: Each and every staff member requires welcoming their passengers with full
warmth. They must have ability to resolve all the problems encountered by their passengers
(Räisänen, 2003).
Responsiveness: It covers the area which determines the promptness of staff members. It
is all about the convenience of making reservation, promptness to check-in and check-out
process of guests etc.
Assurance: It is quite essential to maintain the security and safety of passengers as it is
another major quality concern.
Empathy: This is the major service quality factor in which it is necessary to go through
the proper care of all the customers and provide them attention individually.
Boshoff and Allen (2000) stated that by following all the service quality measures staff
members are able to perceive higher customer satisfaction as well. It helps them in enhancing
their profit margin and developing better relations with their customers. Through this, they can
increase the number of loyal customers within their travel.
1 d.) Methodology
In this present study Inductive research approach will be used as it helps in developing an
appropriate theory for the customer relationship after accumulating required data. I will be
collecting Primary research data to help me analyze this study further. The primary data will be
handed out by me to staff members that work for Eurostar through the usage of a questionnaire. I
have decided to perform a study as a researcher to gain a better understanding regarding how
Eurostar staff members provide customer service. Through providing essential information on
how their positive role helps to maintaining better customer relations, I can gain a better
understading in regards to specific techniques and formalities. This questionnaire will be handed
out to 40 Eurostar staff memebers and the questionnaires will contain 13 questions for them to
indentify themselves in and answer. In order to analyse all their responses, qualitative technique
will be used as it will help me gain a better more in depth understanding of the participants
taking part in this study.
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1e.) Time plan
Activity 1th
Week
2nd
We
ek
3rd
We
ek
4th
Wee
k
5th
Week
6th
Week
7th
Wee
k
8th
Week
9th
Week
10th
Wee
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Find research
Topic
Literature
Review
Drafting of
methodology
Finish Proposal
Design
question and
pilot research
Carry out &
Record
Research
Data Analysis
and
Making Graphs
Discussion and
Conclusion
Final Report
Editing &
Completion
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TASK 2 IMPLEMENTATION OF RESEARCH PROJECT WITH AGREED
PROCEDURES
2a.) Literature Review
Introduction
This section is considered as a most important section in which researcher can gather
appropriate information and data from the past research. However, there are several studies on
the customer’s loyalty as well as quality services. With the help of past studies author can easily
gather most effective and appropriate information.
Factor that aids in offering quality services to customers
According to Cronin, Brady and Hult, 2000 passengers are the most important source of
increasing sales for any train company. Most of the firms are adopting higher competitive
advantage by keeping their passengers happy. In order to do so they need to adopt most effective
and best strategies. Goetsch and Davis, 2014 in his article stated that there are several factors
which help in offering quality services to customers such as:
Respond as quickly as possible: Wilson and et.al., 2012 in article stated that the biggest
factors in good customer service are speed. It also defines as a crucial factor at the time of
delivering services to passengers especially when a client is requesting something that’s time
sensitive. However, most of the trains tries to provide any service to their passengers as quickly
as possible. However, delivering quality service is one of the values if any organization.
Giovanis and Athanasopoulou, 2014 stated that less waiting time of quality factor for each and
every customer. In this concern, travel companies are required to provide quick services to their
consumers instead of waiting for so long.
Know your customers: It is considered as another most important factor which helps
different organizations as well as to develop high level of trust. Bienstock, Mentzer and Kahn,
2015 stated that great interaction begins with knowing customer’s needs and requirements.
However, consumer’s nowadays love personalization. By knowing them personally they feel
happy and satisfied with the services of company. With the help of this, owners can contact their
passengers at any time.
Think long term: A customer is for life: According to Zhao, Zhang and Chau, (2012)
think long term at the time of dealing with the passengers. It is the most effective way to keep all
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the passengers happy and make them loyal towards the brand. By thinking this that customer is
for the life time staff members go through the value of each passengers. It is being defined from
the past studies that positive word of mouth has tremendous value as well (Zeithaml, Berry and
P`arasuraman, 2012).
Fixing customer’s problem: In order to support the passengers there should be
appropriate training plan developed by line manager of train. Through this training plan all the
staff members are trained for their better and exceptional customer support service experience.
By this, they are able to connect with their customers and provide them logical solutions for all
their problems in an appropriate way (Wilson and et.al., 2012). However, in most of the
passengers staff members resolve the queries of their passengers and support them all the time
whenever requires (Zhao, Lu, Zhang and Chau, 2012). Further, this is the key factor which aids
in providing quality service and enhancing level of customer satisfaction as well.
Interaction of employees with customers: It is considered as a most important factor
which determines aids in changing mind set of customers towards the train. They must have a
positive perception about train so that they give appropriate reviews to their friends and family
members as well. At the time of interacting with customers it is essential for employees to be
polite, positive and caring. However, most of them are very good listener and they gives better
and positive response to company. According to Chen and et.al., 2012 if a front line staff
member demonstrate empathy and good listening skills then he/she begun to emotionally wow to
their customers. The more they provide them exceptional services, the more they are going to
like them. In this particular manner it is being determine train employees need to interact with
effective way so that they can engage more and more number of people.
Execution: At the time of working as office staff assistant a person must have
appropriate communication as well as listening skills. This is the most essential factor which
requires having good listening skills. Ganguli and Roy, 2011 in his article determine that if a
customer likes the service of staff and feels like they understand their problems and give them
appropriate solutions for their problems again, it causes them to like train staff, value them, and
trust them. However, they makes sure that customers’ make sure that their needs are fully met
and staff members do it with quality, speed, and excellence then they are able to attain higher
customer satisfaction (Zeithaml, Berry and Parasuraman, 2012).
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According to Cermak, File and Prince, 2011 customer service is the critical factor for the
long term success of every organization. Here, it can be define that keeping all the customers
happy and satisfied is the only way through which higher competitive advantage can be attained.
In this way, there are numerous ways through which organizations can attain large sales volume.
Relationship between delivering quality services by Eurostar staff members and level of
customer satisfaction
Staff member play a most important role in delivering quality services to consumers.
These staffs are considered as a most supporting factor in determining customer’s satisfaction.
Yen, 2013 stated that the front office is an important function because every customers deal with
them as the centre of train. They are responsible for providing proper assistance to all the
passengers by meeting their requirements. A most promising tag line defines that “First
impression is the last impression”. It also implies on the travel industries. Customer visit there
and make positive perception in their first visit due to the warm welcome from the front line
staff. They are highly responsible for the making positive impression in the mind set of
customers. Yuen and Thai, 2015 stated that service quality was determined as the subjective
comparison that customers make between their expectation as well as the way of services
provided by company. Further, it is essential for the staff members to provide glad and quality
services to their consumers. By this only, they are able to provide them higher customer
satisfaction. According to Zameer and et.al., 2015 it is very important to deliver quality customer
service as it is having a huge impact on both existing customer as well as potential customer. If
staff members provide them exceptional services they are highly satisfied towards the company.
A recent survey found that about 58% of customers would react by telling family and friends
about their bad experience. They also post different reviews on the social networking sites. It is
the biggest factor which might leads to decrease the brand image of company.
According Kärnä, 2014 there are mainly five dimensions through which they are able to
attain high service quality i.e. tangibility, reliability, responsiveness, assurance, and empathy.
These are the major factors that aids in offering service quality to customers. Here, tangibility is
all about the dressing style of front staff. It creates a positive impression in the mind of
customers. It is the most important factor that how the staff members are dressed up. On the
other hand, reliability is the factors which determines by the ability of front staff to resolve the
queries of customers. In case of resolving queries in excellent way they highly appreciate their
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services and feel good with the service. Another major factor that supports in providing quality
services to customers is responsiveness. Under this, they must provide them appropriate services
at the time of making reservation as well as their check in and check out services. In it is the
most important service which provides ultimate satisfaction to customers and leaves a
remarkable experience in their mind. However, most of the trains provide internet and free Wi-
Fi facilities for all their guests through which they are able to search for any type of information
at any time. Zhao, Lu, Zhang, and Chau, 2012 stated that empathy is another major factor which
affects the overall services. Under this, all the guests must be treated with proper care and
attention. It makes them happy and attracts them towards the entire services. Moreover, the last
factor which determines the high level of customer satisfaction is assurance in which they must
provide proper security and safety for all their guests.
Due to this factor consumer feels secure which enhances their trust level towards train
and their services. From all these essential factors it can be determine that by delivering quality
service, front office staff is able to enhance the level of customers satisfaction.
Challenges that Eurostar staff members faces in offering customer service
Ganguli and Roy, 2011 in article stated that fulfilling customer expectation is one of the
major source through which firms can easily enhance their sales margin. It is the best source to
increase the customer base by going through their accurate requirements. Expectation of
customers can be evaluated by comparing their pre purchase expectations of what they would
receive from the products and evaluation of post purchase evaluation. Further, it can be
determine that fulfilling customer expectation is becoming one of the most crucial tasks for staff
members.
They are required to greet their guests and resolve all their queries by the way of
providing them appropriate solutions. According to Cronin, Brady and Hult, 2000 there are
various challenges faced by staff while offering customer. In this regard, one of the major
challenge is related to the interaction and understanding. Front line staff members are facing
huge problem at the time of treating their employees and understanding their needs. However,
most of the times they are not able to understand the needs of customers due to their increasing
demands. In addition to this, one of the key challenge is guest profiling. Under this,
understanding the guest preference and enable delivery services to them is the most crucial task
for them.
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Further, with this, as per the view point of Zeithaml, Berry and Parasuraman, 2012 one of
the most significant challenge which is being faced by the employees of front line staff is to
handle the queries of two or more customers at a time. The statement which author have depicted
is right. This is because, in this context it has been seen that employees will not face any kind of
difficulty when it is dealing with one single customer. In this situation, employees handle the
queries of one specific individual only. Thus, they make efforts in terms of giving answers to all
their queries appropriately. However, the major problem occurs when two or three customers
gather at the counter and communicate about their respective problem. This is the challenging
type of situation because employees cannot ignore any of its customers. However, if done then in
the given circumstances the brand image of Eurostar will be impacted. Furthermore, due to this
the brand image will also be impacted in a negative way.
In addition to this, as per the view point of Chen and et.al., 2012 language is the another
most crucial barrier which restrict the employees with regard to deliver their high quality of
services to the guest. Here, due to the language barrier both customers as well as employees can
communicate the specific thing to each other in a manner in which they wanted to say. This leads
to miscommunication between them. As a result of this several complications will be developed
between both customers and employees. This type of thing will lead to hamper the satisfaction
level of the respective buyers and because of this impact can be seen upon the sales and profits of
corporation. Moreover, Bienstock, Mentzer and Kahn, 2015 have also stated that maintaining
and interpreting the database of customers is another challenge which is being faced by the
employees of front line staff. This not the major challenge but it is being faced by those
employees who do not have any knowledge regarding the manner of interpreting and managing
the database of customers. Due to this, employees faces problem when they have to resolve the
queries of their respective customers. Overall, it can be said that these are the major challenge
which firm must addressed. It is due to the fact that, if not addressed then in this condition it will
become difficult for the enterprise with regard to carry out their efforts in terms of attracting the
large number of customers towards the firm in an effectual manner.
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2b.) Organizing Questionnaire and Proposed Approaches
Questionnaire
1. Age: _______________
2. Gender:
o Male
o Female
3. What are your responsibilities as the position of Eurostar staff member?
_____________________________________________________________
4. Does Euro star provide highly affective services to all the customers?
o Yes
o No
5. Does your company provide you the necessary training to treat all your customers
effectively?
o Yes
o No
6. Does the Eurostar provide appropriate training to all their staff?
___________________________________________________________
7. Do you believe that a quick response to customer needs increases customer satisfaction?
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
8. According to you what are the major factors which attract your customers towards your
company (Eurostar) the most?
o Interaction between staff members with customers
o Well-dressed staff members
o Ambience
o Responsiveness
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o Other
9. Do you agree that by delivering quality staff member services you are able to enhance
their level of satisfaction?
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
10. Do you enjoy working for the Eurostar?
o Yes
o No
o Prefer not to answer
11. What do you believe is the most efficient way to maintain customer satisfaction?
o Friendly Gestures/ Greetings
o Smiling
o Quality of Service
o Upholding Conversation
o Other
12. I am trusted enough by Eurostar to make decisions and use my own judgement for
meeting with the needs of customers
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
13. How can customer service be improved?
_______________________________________________________________
14. Do you believe that Eurostar provides a safe environment for customers?
o Yes
o No
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o Other
15. Do you fine our training session fruitful and effective for you?
o Yes
o No
Proposed Approaches
Research methodology is one of the most crucial and significant part of the research
study. This section of the study adopts various tools and techniques in order to create a wide and
effective study for the research (Vaivio, 2008.). Research methodology focuses on the research
problem so, it differ from one problem to another. The present study focuses on evaluating the
role of the front line staff in the delivery of quality customer service for the industry. In order to
attain the research aim the researcher has adopted research onion option to evaluate the research
methodology for the study. It will helps in developing a structured and well developed measure
to seek the research aim.
Research philosophy
This is the outermost layer of research onion which focuses developing an effective and
structured means to resolve the research issue and attain the aim of the study. Research
Illustration 1: Research Onion
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philosophy is a broad framework which comprises perception, beliefs and understanding of
several theories and practices that are used to conduct a research (Whiteley and Whiteley, 2006).
The present study has adopted the interpretivist philosophy to carry out the research report. This
study helped the researcher in efficiently considering the social values of consumers and
employees of the Eurostar in order to develop an effective and structured report. In contrary to
this positivism is a rigid approach which focuses on theories and techniques applicable
(Creswell, 2013). The present study considers the social value and concern hence this approach
was not appropriate for the present study. The researcher has applied the qualitative measures to
approach the research questions for the given report to evaluate the effective and valid results for
the study. Interpretativism was thus the suitable philosophy to support the same.
Research approach
The next layer of research onion focuses on analyzing the effective approach for
the given study. The research approach helps in evaluating the research objectives and seeks the
most suitable techniques to attain the research aim and objectives in the limited available
resources. The most common measures adopted to develop a research approach for the study are
inductive and deductive approach (Smith, 2000). These measures help the business unit in
creating a wide and effective impact on analyzing the data and attain research aim. The current
study is developed to analyze the role of Eurostar staff in delivering quality services to the
consumers. For attain this research aim inductive research approach has been adopted. The
researcher has adopted this approach because the research aim of the study will be attained
through data collection measure (Formulating the research design, 2015.). An appropriate
sample size has been selected to conduct the research and collect relevant data for the given
study. Deductive research however is a measure adopted by the Eurostar where researcher uses
the hypothesis in order to attain the research aim. This approach will not be suitable for the
current research qualitative research data will be collected through data collection measure.
Research strategy
After developing the research approach the next layer of the study is to opt the most
suitable and effective research strategy for the research. Research strategy develops an effective
and structured measure to approach the research aim. It focuses on analyzing research issue
which will help in determining which strategy will help the researcher in developing the effective
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design for the study to attain the research aim. Various designs adopted to develop the research
strategy include case study analysis, survey method, experimental research, descriptive research
etc. (Kuada, 2012). These measures develop proper and structured design for the research. The
current research will be adopting the survey method in order to collect the relevant data for the
research. The research issue for the current study deals with social values and choices. The
preferences of every individual depend on his/her own needs and preferences. Hence for this
study survey method has been chosen. This helped the researcher in collecting the relevant
primary data form the staff of the Eurostar in order to attain the appropriate results for the study.
Strategies such as case study or grounded strategy were not applicable as the research objectives
seeks to find the measures which help the employees of the Eurostar in choosing the effective
ways to attain consumer satisfaction.
Research choices
The next layer of research onion method is to seek the effective research choices in order
to develop a well-structured and calculated measure to approach the research study. This
measure helps in analyzing that research types for the study. Researches use measures such as
qualitative, qualitative and mixed measures to approach the research problems. These research
types help in effective attaining the research aim. The aim of the present study is to analyze the
role of Eurostar staff in delivery of quality consumer service (Sobh and Perry, 2006). The
research aim for the study is broad and qualitative. The choices of every individual vary on the
basis of his/her conditions and issues. Hence the present study will adopt the qualitative research
type to attempt the research questions. This method will help the research in effectively
analyzing the employee needs and preferences. This method will help the researcher in
efficiently and most appropriately attaining the research aim. Qualitative measures will be not
being appropriate for the current study as thematic analysis has been adopted for the same.
Time Horizon
A research study is a long run process for the researcher as it has to carry out wide
measures of analysis by applying various tools and techniques. The researchers are most often
developed to resolve the research question and attain the objectives developed (Pickard, 2012).
Time horizon of the study focuses on analyzing the usability of the research for the proposed
study. The time horizon for the researches are majorly segregated on two basis which includes
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longitudinal and cross sectional (Mackey and Gass, 2005). The longitudinal study is developed
on a broad topic and is an ongoing process for the researcher. The research objectives of such
studies are very broad and extensive and take a long time frame to be attained. On contrary to
this cross sectional horizon refers to researches which are developed to research about the
specific research issue and is not very broad. The current research topic is specific for the
researcher thus cross sectional time horizon will be adopted for the same.
Data Collection
In order to develop an effective research study data collection plays a significant and
most crucial role for the same. This layer helps in gathering information about the research
subject which assists in resolving research issues and getting appropriate solution for research
questions (Lindlof and Taylor, 2010). Various methods used to collect the data for the research
are primary and secondary method. The primary data collection measures focuses on collecting
new and fresh data through authentic sources and measures. This helps the researchers in
providing the most effective and latent information for the research. Secondary research on the
other hand is adopted by the researchers to collect the past and used data in order to seek the
effective information from the same (Singh. 2010). The present study will adopt both primary
and secondary data collection measures in order to attain the research aim for the given study.
Primary data has been collected by staff members of Eurostar by the way of questionnaire
technique. The main reason behind this selection is better response about their role. They can
provide how their positive role helps in maintaining better customer relations. The authentic
secondary research for the study has been conducted through internet, past Eurostar data etc.
Sampling
This is a critical yet very crucial means of research analysis. This measure helps the
researcher in developing the authentic and reliable research in order to attain the research aim
and objective (McMillan and Schumacher, 2014). In order to conduct the primary research for
the present study the population was the staff members of Eurostar. To develop a reliable and
authentic sample for the study a sample size of 40 Eurostar staff members were selected adopting
probabilistic sampling measure. This helped the researcher in seeking the most effective and
reliable research result for the given study.
Data analysis
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The data analysis helps the researcher in attaining the effective and appropriate research
results to gain the effective findings. In order to analyze all the responses of staff members of the
Eurostar, qualitative technique has been incorporated under which thematic and graphical
representation technique has been taken into consideration. It helped the researcher in framing
most suitable findings by the way of developing different themes on the basis of gathered
responses (Collis and Hussey, 2003). This method was effective and efficient for the research
study in order to attain the appropriate and reliable research results.
Research Limitations
Limitations are the factors which often restricts the researchers to carry out the research.
In order to conduct the present research, embracing better time-management techniques is very
crucial Further some other limitations that can be found in a research study are:
 Primary sources of data collections consume lot of time which delays the achievement of
aims and objectives in desired time period (Denscombe, 2002).
 Less availability of time is another issue for conducting the research. Managing all the
tasks and analyzing collected data will requires much time to get represented. Therefore,
effective planning will be required to save time.
Ethical issues and considerations
The present report adopted the ethical measures and regulation to conduct and completed
the research. The researcher used the authentic and reliable sources for data collection and
analyses. The whole study for attaining the current aim has been conducted on the ethical
grounds. Plagiarism and manipulation in collected data is one of the major ethical issues for
research. In order to avoid such issues effective citation and references has been used by the
researcher. Moreover the personal information of the employees of the Eurostar was safety
stored and used. The sensitive data of the Eurostar was well protected and utilized by the
researcher. Furthermore for conducting the present research authentic and appropriate data was
used. This helped in developing an appropriate and authentic research study.
2c.) Record and collect the data that have been gathered
This section is considered as a most important sections of any research in which
researcher can easily go through the appropriate and most suitable findings for research. Here, in
the present study, qualitative techniques have been taken into consideration in order to analyse
most suitable information as per the given subject matter. Under this section, researcher goes
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through most appropriate data analysis and with the help of thematic as well as graphical
representation. In this regard, different themes as well as graphs are presented on the basis of
gathered information from the different viewpoints of front line staff members.
Data Analysis and Findings
Theme 1: Responsibilities as the position of Eurostar Staff member.
Findings: When the staff members of Eurostar have been asked about their
responsibilities and position then majority of them replied providing better assistance to guests
and fulfilling their needs and demands. Among 40 staff members almost 35 of them replied
affirmatively and stated that they are highly responsible towards their job roles and authority as
well. They have stated that their duty is to maintain the quality of services and deliver them of
time. For the same, they are responsible for tangibility, reliability, responsiveness, assurance, and
empathy. It covers all their duties regarding their dressing style as well as welcoming guests and
resolving their queries. Further, they are also responsible for maintaining the security and safety
of all the passengers. Filling their customers’ needs appropriately and providing them quality
services are the top most concerns of the staff members. Moreover, it has been founded that
better assistance with quality services are the major responsibilities of all the staff members at
Euro members.
Theme 2: Euro star provides highly affective services to all their customers.
Findings: At the time of gathering responses from different respondents, when staff
members have been asked about the effectiveness of their services then majority of them replied
favourably. From the graphical representation it has been founded that 75% workers replied
positively and determines that they use to provide effective services to their customers. In order
to maintain their quality they use to understand their consumers’ needs and quickly respond
them. Majority of staff members replied that they are responsible for welcoming their Eurostar
passengers and resolving their any type of Eurostar query. It is highly effective and in favour
with all their guests. On the other hand, some staff member (25%) stated that they do not provide
effective services to their customers. Further, the majority of them replied that Eurostar staff
members are to provide better assistance to passengers, fulfil their needs and meet their wants.
Theme 3: Eurostar provides appropriate training to all their staff in order to treat their
guests more effectively.
20

Findings: When different staff members have been asked about the training support from
Eurostar then most of them replied in affirmative manner. Majority of them replied positively
and stated that their Eurostar provide them monthly training in which they are getting trained
about the appropriate interaction with passengers and understanding their needs. Here, from the
above graphical theme it can be determining that from 40 staff members almost 90% were
replied in affirmative manner and stated that they attain weekly training. With the help of this,
they are able to understand more about their nature and how to greet and treat their passengers.
By proper training Eurostar industry can easily deliver quality services to their passengers. It is
the most effective way to treat all the customers in a more appropriate manner. On contrary some
of them (10%) stated that they do not able to acquire effective training from the management
team. Due to this, they lack into various fields. Further, it has been founded that majority of staff
members at Euro star are able to attain proper training and easily acquire higher customer
satisfaction.
Theme 4: Eurostar offers necessary training to the all their employees.
Findings: When different staff members have been asked about the training sessions they
have attended then most of them stated that they use to get timely training from their
management team. Eurostar’s management people are highly responsible for providing
appropriate training to their entire staff member so that they can address their customers need
with all courtesy and respect. After getting all the responses it has been found that they are
offered with sound and necessary training on regular basis. Considering this, it can be interpret
that cited Eurostar offer training within the context of treating passengers and addressing their
need with all courtesy and respect. In this regard, Eurostar offers preliminary training to all new
join in this department in which they are been monitored while they are working in simulated
environment. From this training set, new employees are able to gain knowledge about standard
practice within the Eurostar and hence they carry the learning from it. Beside this, training are
even conducted on regular basis in which ways of addressing and treating are taught to any
special guest who will be visiting in the Eurostar. It can be analysed from this that training aids
in developing confident level in employees through which they are able to offer sound and
effectual customer delivery.
Theme 5: A quick response to customer needs increases the level of customer satisfaction.
21

Findings: When staff members have been asked that as an employee do you believe that
providing quick response to customers enhances their level of satisfaction. At the same time,
different respondents had given their different responses. In this context, 25 out of 40 were
highly agreed with the statement whereas 10 were agreeing with the same. From both of these
options, it can be interpreted that they usually try to give better and quick response to all their
customers. It is the most effective way and a source to enhance the satisfaction level of
customers. On the other hand, some of them 5 out of 40 had given their neutral reaction. From
the above diagrammatic representation it has been clearly identified that all the staff members of
Euro star provides quick response to as per their consumer’s needs. It is the most effective way
through which they are able to satisfy their needs and make them loyal customer of their hotel.
Theme 6: The major factors determined to attract customers: Interaction with
passengers and Responsiveness are major factors that been sought by passengers.
Findings: From this study, it is evident that sound interaction with passengers and
responsiveness are the major factors that help the Eurostar in catering the attention of passengers.
This has been analysed from the responses of employees in which 15 out of 40 stated interactions
with passengers as crucial factors and other 15 personnel stated Ambience as most crucial
factors. Due to this view point, Eurostar is focusing on these aspects majorly and offering sound
services to passengers by addressing their needs quickly. In order to ensure interaction with
passengers, Eurostar offers sound training and also assess the needs of passengers on regular
basis. Moreover, ambience is the first factor which attracts them towards the hotel and changes
the mind-set of customers in positive as well as negative way. Further, ambience should be well
attractively designed.
Further, it makes efforts on responsiveness in which they respond to the issues of
passengers with high priority. As per the above graphical representation, it has been founded that
5 out of 40 staff members replied that responsiveness is also one of the factors which assures
attraction of customers and other 5 stated that well-dressed staff members can leave first
impression is the last impression mentality on customers. However, this aids in boosting the
satisfaction level of passengers.
Theme 7: By delivering quality staff member services Euro Star hotel is able to
enhance their customer satisfaction level.
22

Findings: Based on the graphical analysis, it has been analysed that employees are able
to offer quality services by meeting with the needs of passengers and quickly addressing their
problems. In this context, 25 out of 40 agree with the statement whereas 10 are highly agreed
with it. However, 5 employees had given their neutral reaction to it which signifies that they are
not totally satisfied with it. Further, from above graphical representation it has been clearly
illustrated that 62% staff members found delivering quality services very effective in order to
enhance their customer’s satisfaction level. They are offering quality services by quickly
responding the guest and addressing the issue or grievances. This is so because passengers want
that their issues should be addressed with high priority. Additionally, passengers seek instant
responses from staff member and it essentially boosts the satisfaction level of passengers.
Considering this, staffs members are highly focused on offering instant responses to guest and
also fixing their issues so that they can develop healthy relations with them. This also helps in
attaining the business objectives by meeting with the satisfaction level of passengers in effectual
manner.
Theme 8: Employees are enjoying working with Eurostar.
Findings: At the time of gathering responses from different respondents it has been
founded that most of them are enjoying working with Euro star. From the above graphical
representation, it can be interpreted that 75% of workers are enjoying their work. They are highly
satisfied with the working environment of hotel and enjoy it to the fullest. On the other hand,
some of them 13% replied that they prefer not to answer and they do not consider this question
that much important while some of them 12% replied that they are not satisfied with and do not
enjoy working with Euro Star.
Theme 9: Quality of services as well as greetings is the most efficient way to maintain
customer satisfaction.
Findings: When employees have been asked about the most efficient way to enhance the
level of customer satisfaction then majority of them replied that quality services and friendly
gestures are the most effective part. From the above diagrammatic representation it has been
founded that 15 among 40 replied that friendly gestures and other 15 replied that quality of
services are the most efficient way to enhance the level of customer satisfaction. With the help of
welcoming all the guests and greeting them they can create a positive impression on their mind-
set. Another most important factor which most of the customers wants is quality of services.
23

Here, quality is the factor which leads to enhance their satisfaction level and develop positive
brand identity of Euro-Star. Further, some respondents stated that smiling faces and upholding
conversation are also somehow affects the overall satisfaction level of customers.
Theme 10: Employees are free to take decisions and use their own judgement for
meeting with the needs of customers.
Findings: At the time of gathering responses from staff members it has been founded that
Euro star gives full space to their workers so that they can take any decision. It has been
identified that 50% of employees are highly agree with the fact that they make their own
judgment in order to meet out with customer’s needs. It helps them in boosting their confidence
level and feels like they are the important part of family. These employees stated that they are
trusted enough to make their decision and filling their customer’s needs appropriately. On the
other hand, 25% employees agree with the same. They also feel free to take any decision and it
boosts their confidence level as well. Further, it has been evident that almost most of the
employee agrees to the statement that they are offered with enough responsibilities to take
decisions and use their own judgement for addressing the needs of passengers in effectual
manner. With this stats, it can be articulate that Eurostar practices of delegating authority and
responsibility to employees so that they can take decisions in order to make sure fulfilling the
needs and issues of guests. This data can be essential when used to understand Eurostar staff and
how they deal with customers every day, certain traits that they must show when dealing with
customers can definitely show an increase in customer satisfaction.
This practice helps the Eurostar in boosting the morale of the employees from which they
are able to offer quality services to passengers. Further, it helps the Eurostar in engaging
employees from which better strategies is developed by the Eurostar. From the approach of
offering responsibility to employees for taking decision, Eurostar is able to meet with the
requirement of passengers from which they feel satisfied. This leads to attainment of loyalty
from their side from which chances of repeat purchase increases up to great extent.
Theme 11 Improvement in customer service
When staff members have been asked to recommend various ways through which they
can improve their customer services then different responses have been attained. Staff members
stated that by keeping friendly gesture all their customers they can develop appropriate
relationship with them. By maintaining positive relations they can make them loyal towards their
24

services and enhance their market share as well. For the same, Eurostar’s staff can adopts
different types of approaches in order to understand the requirements of their clients. Feedbacks
are the most commonly used instrument for them. It helps them to bring improvements in the
services at immediate point of time only. In order to understand the needs and to remain in touch
with them, Eurostar can also makes use of online channels. Things like email; social networks
etc. are used to identify what they will be expecting when they will return to the Eurostar for
services.
Theme 12: Eurostar being a safe environment for employees and customers.
Findings: When the 40 participants at Eurostar were asked whether or not they believe
that their company provides a safe working environment, 75% answered ‘yes’ whilst 12%
answered ‘no’. However, some of them 13% replied in other ways. This data shows me that
Eurostar provides their customers and employees with safe precautions such as safety inspections
and fire exits to ensure and uphold the feeling of safety to both workers and employees; it
enhances a better trust in the company.
Theme 13: Majority of staff members found training sessions fruitful for them.
Findings: When different responses have been gathered by varied respondents then it has
been identified that most of them (87%) found training sessions very fruitful for them. They
found it very important for boosting their performance by enhancing their capabilities and skill.
Further, it clearly presents that it is very effective to attend such sessions so that staff members
can boost up their performance. On the other hand, some of them 13% do not find it very
effective and important. Moreover, this statement clearly proves that Euro star is able to enhance
the level of performance of all their employees by providing them appropriate training.
TASK 3 RESEARCH PROJECT INTO A SPECIFIED AREA OF BUSINESS
3a.) Analysis with appropriate graphs and Diagrams
Theme 1: Responsibilities as the position of Eurostar Staff member.
Theme 2: Euro star provides highly affective services to all their customers.
25

75%
25%
Euro star provides affective services
to all their customers
Yes No
Theme 3: Eurostar provides appropriate training to all their staff in order to treat their guests
more effectively.
Theme 4: Eurostar offers necessary training to the all their employees.
Theme 5: A quick response to customer needs increases the level of customer satisfaction.
26

Highly agree Agree Neutral Highly Disagree Disagree
0
5
10
15
20
25
Quick response to customer needs
increases customer satisfaction
Theme 6: The major factors determined to attract customers: Interaction with passengers and
Responsiveness are major factors that been sought by passengers.
Interaction between staff members with customers
Well-dressed staff members
Ambience
Responsiveness
Other
0 2 4 6 8 10 12 14 16
Attractive factors for customers towards
Euro Star Hotel
Theme 7: By delivering quality staff member services Euro Star hotel is able to enhance their
customer satisfaction level.
27

25%
63%
13%
Delivering quality staff services helps in enhancing
satisfaction level
Highly agree Agree
Neutral
Highly Disagree Disagree
Theme 8: Employees are enjoying working with Eurostar.
75%
13%
13%
Employees of Euro star enjoy working here
Yes No
Prefer not to answer
Theme 9: Quality of services as well as greetings is the most efficient way to maintain
customer satisfaction.
28

Friendly Gestures/ Greetings
Smiling
Quality of Service
Upholding Conversation
Other
0 2 4 6 8 10 12 14 16
Most efficient way to maintain
customer satisfaction
Theme 10: Employees are free to take decisions and use their own judgement for meeting with
the needs of customers .
25%
50%
13%
13%
Euro star involves their employees in
decision making
Highly agree Agree
Neutral
Highly Disagree Disagree
Theme 11 Improvement in customer service
Theme 12: Eurostar being a safe environment for employees and customers
29

75%
13%
13%
Eurostar providing safe enviornment
to all the staff members
Yes No Other
Theme 13: Majority of staff members found training sessions fruitful for them.
88%
13%
Do you found our training session
important or fruitful for you
Yes No
3b.) Conclusion and Recommendations
The present study was based on the role of Eurostar staff members in delivering quality
services to passengers. A case study of hospitality industry was taken into consideration as
Eurostar needs a fresh faces with better communication skills as their front executive staff. The
research tried to find out the answers for following research questions:
 How quality services delivered by Eurostar staff members helps in enhancing the level of
customer satisfaction?
30

 What are the major challenges faced by Eurostar staff members at the time of offering
quality services to passengers?
From the above study it can be concluded that Eurostar staff members plays an important
role in the delivery of hospitality services. They people act as the face of the organization
because they are the one who firstly interacts with the incoming passengers. They are responsible
for greeting all their passengers and resolving their any type of query as well. Passengers are the
major asset and companies need to fulfil all their requirements by providing them quality
services. Passengers are the major asset and companies need to fulfil all their requirements by
providing them quality services. There are many dimensions of service quality which includes
Tangibility, Reliability, Responsiveness, Assurance and Empathy. The staff members are
required to appear to be top class on all the above dimensions.
It can also be concluded that staff members are required to be highly professional and skilled.
For that purpose, there is a need to focus on developing appropriate measures for training and
development of the employees. They all should be trained effectively at all the front office levels
so that passengers do not have to suffer any kind of problems. They should be trained enough to
solve their queries and complains. It is to be noted that Eurostar industry is a very dynamic
industry and the perception and viewpoints of the customer’s changes from time to time. The
business environment is also very highly competitive. In that scenario, it can be very difficult for
the Eurostar to maintain a very high standard of front office services. This is due to lack of brand
image and lack of awareness about the Eurostar name in the industry. In that case there is a need
to achieve differentiation and to maintain a workforce which has the potential to deliver high
quality services to the passengers.
There are some challenges which are faced by the front line employees during the services.
These include interaction and understanding, Guest profiling, Handle the queries of two or more
passengers at a time, Language barrier and Maintaining and interpreting the database of
passengers. Among all the barriers, language barrier is the most common one however it is very
cunning also. It happens in the case when there are cultural and language differences between
both the parties. Hence employees are to be trained in every language and every kind of
communication.
The ticket office of the Eurostar is very important because employees belonging to this
department are the face of the customer services. They people are responsible for reflecting the
31

true picture of the services of the Eurostar. In that case if anything bad happened it may
negatively impact the reputation of the organization. In that context constant improvements are
needed in all the service levels. There can be many methods which can help in measuring the
service satisfaction level of the organization. These include feedbacks, surveys, benchmarking,
balance scorecard approach and many other approaches. These methods can find out the gapes
and loopholes in the services and can assists in filling those gapes.
Recommendation
Several recommendations are suggested to the managers of Eurostar which is if applied by
them at that time they can perform significant improvement in quality of customer services
which is being delivered by them. In accordance with the given context, it is recommended to the
cited firm manager that it should make measures in terms of placing the right employees at the
right position. In order to perform the given task, it is recommended to the Eurostar managers
that it must streamline its recruitment and selection process. Here, in the recruitment and
selection process of the firm, manager must involve different type of tests such as psychological,
aptitude and varied other tests. Here, with the help of these given tests capabilities of the workers
can be assessed. Thus, the given thing will enable the Eurostar managers with regard to carry out
the recruitment of right employee at right position. Thus, through this way firm can raise its
chance of delivering the high quality of services to the employees in an effective manner. Due to
this, significant improvement in the sales and profits of the corporation will be carried out.
In addition to this, it is also suggested to the Eurostar manager that it must make
measures with an aim to organize the training and development activities to its employees. With
the help of given approach, significant improvement in the particular skill of worker can be
carried out in which they are hindering. Thus, the given thing will enable the front line staff of
Eurostar with respect to give high quality of services to the passengers. Thus, through this way
satisfaction level of cited firm Eurostar employees can be enhanced. The given thing will tend to
provide benefit to the corporation in terms of increased profits and sales in an effective way.
However, with an aim to assess the training need of staff members of Eurostar it is
recommended to the HR manager of Eurostar that it should take help from the approach such as
training need analysis. This approach consists of number of steps which plays crucial role with
regard to get the information about the particular skill in which employees are facing problem.
Thus, training and development program can also be consider as one of the type of effective
32

measure with the help of which the satisfaction level of cited firm passengers can be maintained
as well as enhanced.
Further, with this, it is also recommended to the manager of cited corporation that it must
make efforts with regard to reduce the stress among its employees in an effectual way. In this
context, it has been seen that the staff employees has to handle the queries of number of
passengers on daily basis. The given thing will lead to cause stress among the employees. Due to
this, the service delivery process of firm will be hampered. Thus, in order to reduce the stress
among the worker it is suggested to the firm that it must organize different type of activities
within Eurostar on monthly biases. In this context, firm can organize different team building
activities. Furthermore, stress among workers can also be reduced by arranging short tour or
picnic with the family members of respective employees. Through this way, opportunity can be
provided to the respective employees with regard to spend some quality time with their friends
and family members.
Moreover, high quality of services can also be delivered by Eurostar staff members, if
they feel highly motivated as well as satisfied from their working culture. In accordance with the
given context, it is recommended to the manager of Eurostar that it should establish proper link
between reward and performance as being carried out by the employees. Here, cited firm
manager must offer high reward to those employees who will perform well during the specified
time period. Through this way, employees will feel internally motivated. As a result of this, they
will make all sorts of efforts with respect to give high quality of services to the passengers. Thus,
by working as per all the given recommendations Eurostar can maintain the satisfaction level of
its buyers.
33

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APPENDIX
Questionnaire
16. Age: _______________
17. Gender:
o Male
o Female
18. What are your responsibilities as the position of Eurostar staff member?
_____________________________________________________________
19. Does Euro star provide highly affective services to all the customers?
o Yes
o No
20. Does your company provide you the necessary training to treat all your customers
effectively?
o Yes
o No
21. Does the Eurostar provide appropriate training to all their staff?
___________________________________________________________
22. Do you believe that a quick response to customer needs increases customer satisfaction?
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
23. According to you what are the major factors which attract your customers towards your
company (Eurostar) the most?
o Interaction between staff members with customers
o Well-dressed staff members
o Ambience
37

o Responsiveness
o Other
24. Do you agree that by delivering quality staff member services you are able to enhance
their level of satisfaction?
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
25. Do you enjoy working for the Eurostar?
o Yes
o No
o Prefer not to answer
26. What do you believe is the most efficient way to maintain customer satisfaction?
o Friendly Gestures/ Greetings
o Smiling
o Quality of Service
o Upholding Conversation
o Other
27. I am trusted enough by Eurostar to make decisions and use my own judgement for
meeting with the needs of customers
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
28. How can customer service be improved?
_______________________________________________________________
29. Do you believe that Eurostar provides a safe environment for customers?
o Yes
38