Table of Contents INTRODUCTION...........................................................................................................................2 1. Importance of managing and measuring service quality, recommendation for adoption of appropriate service quality management methods................................................................3 2. Current service delivery/practices ofSunderland International Hotel. Impact on front-line employees, their engagement and on managerial implications...........................................11 3. Customer Feedback System (CFS) framework thatSunderland International Hotel can utilise to monitor and improve service quality.....................................................................15 CONCLUSION..............................................................................................................................20 REFERENCES..............................................................................................................................20
INTRODUCTION Servicequalityreferstoeffortmadebyeachindividualmemberworkingwithin organization for satisfying customer in terms of their requirements and needs. According to Goetsch and Davis, (2014), service quality basically means excellence or superiority anticipated by customer. High service quality means that customersexpectations are met but being economically competitive.Sunderland International Hotel is running in Canary Wharf which is present at East London. It is a 3 star hotel and is open and running from 2000 AD. It is at walking distance from Heron Quays Dockland railway station and comprises around 100 stylish and modern rooms, gym, swimming pool, spa and various other facilities are being accumulated by it. This report tries to accumulate issues faced by hotel and solution to these approaches. Different methods are being discussed to ensure that quality services are being provided by them. Best suitable method is implemented or established and their impacts on front line employees are summarised. Engagement of managers is terms of particular model and their implications are discussed. This report summarises that what can be done to improve existing drawbacks in terms of methodology and strategies so that quality of hotel can be improvised. 1. Importance of managing and measuring service quality, recommendation for adoption of appropriate service quality management methods. Service Quality:Study of an area or field to define and describe the way in which services are delivered to satisfy customers or recipients is known as service quality (What is service quality. 2019). It is basically a comparison between service perceptions and service expectations.Itisassessmentofwayservicesaredeliveredtoconformexpectationsof customers. Businesses which provides high service quality or exceed expectations of customers, will remain in profit economically. It can be achieved by creating reliable and valid performance
measures, distinguishing problems systematically and quickly, measuring customer satisfaction, enhancing operational processes and measuring other outcomes of performance. Importance of managing service quality: According to the views ofAl-Dhaafri, Al-Swidi and Yusoff, (2016), An organization can have ever lasting vantage if they can differentiate themselves from other organizations in terms of service quality. Managing quality is most important factor in hospitality industry. Due to advanced level of competition within industry due to new entrants and globalization, hotels has been in top priority.Customers are retained when employees or Sunderland International Hotel provides excellent services to their customers.Various issues are faced by customers in Hotel like facilities are good but services are poor, customers have to wait for an hour for check-in process, if customers face any kind of issues then they are directed to manager instead of providing any help. These all issues can be improved if quality of services is improved. Customer's loyalty: Satisfied customers are loyal, so it must be ensured that services provided are much better or efficient. Sunderland International Hotel ensures that services which are promised to customers are offered to them at specific moment of time and in best possible way. But hotel lack in proving great services and efficient number of employees are not present to meet requirements of guest. Increased security: When customers pay for particular service then they expect that they can enjoy and relax themselves without distressing about security. Friendly environment from arrival to departure is referred to as secured department. For this,Sunderland International Hotel has appointed guards within premisesand CCTVcamerasare installed so that every portion of premises can be observed. Apart from this if still any kind of problem is faced by customer's then customer help line is made available 24*7.
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Guards are present in hotel but they do not have required number of staff which can effect security. Service quality can be used analyse requirements. Better value: Sunderland International Hotel makes sure that customers receive excellent value for money. This can includes free snacks, discounts, gift cards, bottled water for free and many more like that. These perks are rarely offered by any hotel and even guests or customer's do not expect this so they can have organise business meetings again which is sign of satisfaction of custom. Front staff of Sunderland International Hotel was busy so customers were not able to ask about booking of table in restaurant due to which they went to city centre. If more staff would be present at hotel premises or someone else to address issues then both customers and Hotel have been gained vantage. Measuring service quality: It aims at satisfying customers. It is an effective way to prescribe whether services are effective or not and whether customers are satisfied with this or not. Service quality consists of three elements as specified- physical facilities, processes and procedures; professional judgement on part of serving employees to get effective quality service; personal behaviour on part of serving employees. Sunderland International Hotel has focussed on providing effective services to customers but they did not responded to reviews left by customers on social media like Facebook. Assessment of service quality is done when actual delivery of services is done. People find it difficult to measure performance in terms of services being offered in hospitality industry. As they are not aware of fact that various models are available to measure service quality in hospitality industry. Some models are described below to measure it:
The Gap Model of Service Quality:Parasuraman and his colleagues has developed this model to identify gap between sensed service qualities that customers acquire and what they require. This model identify five gaps- management perception gap, service delivery gap, service quality expectation gap, perceived service gap and external communications to consumer's gap. Gap 1- Knowledge gap: According to the views ofBenavides-Chicón and Ortega, (2014), it has observed that difference between customers expectations related with services to company's provision of that service is referred as knowledge gap. WithinSunderland International Hotel, management do not know what customers need exactly. This happens due to different reasons: absence of customer interaction and management, paucity of communication between management and service employees, insufficient research in market, inadequate relationship focus and failure to listen to customers complaints. AsSunderland International Hotelis busy due to increased bookings because of this they do not get proper time to respond to feedback received from customers. Gap 2- Policy gap: AccordingtoDavisandet.al.,(2018),policygapreferstovariationbetween apprehension of customers need by management and translation of that perceptive into service delivery standards and policies. Within Canary Wharf Hotel, this gap arises because of absence of customer service standards, weekly defined service levels and misstep regular update service levels. They focussed on enhancing their services rather than focussing on services they are offering are up to expectation. Gap 3- Delivery gap:
According toGallarza and et. al., (2015), delivery gap means difference in standards and policies of delivery and exact delivery of services. Sunderland International Hotel faces this due to mismatch in supply to meet demands, lack in policies related with human resources, lack of knowledgeofservicesanddeficiencyofefficientteamworktodeliverservice.Hotel experiences that customers has to wait for an hour for check-in services. Gap 4- Communication gap: As perGummesson, (2014), gap between what is delivered and what is meant to be delivered to customers as per what is shown through advertisements.Sunderland International Hotelfacesthisgapalsoduetodifferenceinwhatisperceivedmeansjustexternal communications are viewed rather than what is going internally, lack of communication between advertisement and operations team and over promising means said what is never meant to happen. This all lead to dissatisfaction among customers due to which they may opt for services provided by other Hotel. Customers when tried to know that will they get compensation then staff says that they need to talk with manager due to which nuance occurred and customers received response after month when multiple calls are made. Gap 5- Customer gap: According toKasiri and et. al., (2017), gap between customers perception and customers expectation is referred to as customer gap. Customers do not understand what service has done and they misinterpret quality of service. This gap arises due toother gaps mentioned above as customers comprehend quality of services wrongly. Front desk was busy and no one else was present their address queries of customers like customer have to take a taxi into city centre. Total quality management:According toKhan and Fasih, (2014),it is a process which empower employees at heterogeneous levels to work within team so that they can outset guest
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service prospects and find out best approach to meet or exceed those prospects. For this, Sunderland International Hotelcan employee a leader who will builds up motivation to unified guests and employees in process of making objectives and goals. Each individual has their own needs and wants with respect to their preferences which makes it difficult for this industry to maintain quality services. This have direct impact onSunderland International Hotel or any other organization through complaints made by customers. For better results, TQM (total quality management) is implemented within entire strategies so that direct goals towards quality at all levels can be maintained. At present scenario employees like waiter acted as if it was not their problem and they said they need to contact manager. Staff did not realised their part and did not tried to resolve it. Instead of this, they must have tried to address problem and if they were not able to do so then they must advise customers to talk with manager. Six sigma:It is developed by Motorola in middle of 1980's depending on quality managementfundamentals.Itisdata-drivenapproach,statisticalbased,continuousand disciplined methodology for removing imperfection in services or processes, product. It is dynamic business strategy which is used by hospitality industry to enhance profitability, reduction of cost of poor quality and enhance efficiency and effectiveness of operation to meet expectations and needs of customer. It can helpSunderland International Hotel to find out root cause of problem, collect and analyse data, reduce variations which will result in occurrence of lesser defects and will lead to high quality of services and goods. SERVQUAL model:According toLovelock and Patterson, (2015), it is appropriate conceptual framework for service and research quality measurement related to service sector. It is based on quality in comparison to what is expected and what is obtained. This model is based on evaluation done by client in process of services being offered to them (MEASURING
HOTEL GUEST SATISFACTION USING SERVQUAL METHOD: A STUDY IN TIRANA HOTELS,2019). IfSunderland International Hotel will use then they can evaluate gap between clients expectations and their perceptions. This model helps to measure service quality based on five dimensions, they are: Tangibility: It deals with personal appearance, equipments and physical facilities offered by hospitality industry. It also include external appearance of staff. In Sunderland International Hotel when guests arrive and they have to do certain formalities to enter into a room, they have to wait for around 1 hour, which should not be done. Instead of this customers must be made comfortable at initial step only so that can come again. Efficient staff must be present at reception to handle guests coming and make them comfortable. Reliability: It is capability to execute promised services accurately and dependably. It basically means that company offer flawless and authentic services to customer and provide facilities based on as it was promised. Within hotel facilities were available but services provided were not good. An example can be considered like in menu different dishes were present but the way they were delivered or served and quality was not up to mark. Customers were not satisfied. For improving services foremost thing is appropriate number of staff who are trained and skilled in their respective department. Responsiveness: It is eagerness to help and provide prompt services to customer's. It means enthusiasm of employees to help customers in service companies and answer all requests made by customers and tell customer when these services will be provided and services provided will be efficient. An example can be considered like when guest asked that if any kind of compensation will be given to them then employees said that they need
to contact with manager regarding this. This took around 1 month for guests to know this and that also after number of or multiple calls. Rather than this hotel staff must be told about what can be done in such cases and howmuch compensation must be given to specific guest. Assurance: It is courtesy and knowledge of employees to gain confidence and trust of customers. Behaviour of employees will help customers to trust their company and feel safe at their premises. Apart from this customer helpline will help customers to address their queries and be polite with them. Consider an example likeSunderland International Hotel has promised that they will provide excellent services in respect of accommodating wedding guests and make sure that they are satisfied and happy with services provided to them but instead of this Hotel was not having sufficient staff to handle guests. Hotel must have hired some staff from outside for particular event and must do so when parties, weddings or any kind of events happens so that customers may not suffer. Empathy: It provide personalised attention to customers. It is ability to realize problems of customer's, treating them individually and providing them their benefits. Apart from this opening time of organization is also analysed in empathy.Again an example can be considered like inSunderland International Hotel staff were not realising their value, their reply to any issue was that contact with manager. If it was waiters mistake then even they reply it is not their problem. It must not be like that manager has to intervene in every situationinstead of this they must have tried to resolve this on their behalf and apologise if it was their own problem.
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Sunderland International Hotel can gain knowledge about customers related to their expectations, perceptions and what they are getting. But hotel did not responded to feedback received from customers due to which they cannot maintain retention of customers. Sunderland International Hotel implements total quality management which helps to solve problems related with services, handling feedback received, dealing with queries of customers and all problems which customers faces from entry to Hotel till they leave premises. They find out area in which they expect problem is present for this they observe and identify relevant causes of problem so that present status of problem can be evaluated and factors can be identified which are root cause of problem.Sunderland International Hotel examine, determine and affirm cause of problem. Then management plans and implement desired actions using two steps: corrective action is required to mess problem and second step is preventive action to ensure that root cause of problem is identified and it can be eliminated so that same do not occurs again. Management ensures that effective steps are taken to ensure that cause of problem has been destructed. They ensured that preventive actions is working in future and team identifies other problems and plans solution to them so that goals of hotel are not affected and are met within exact time period. This will enable Sunderland International Hotel to have price vantage and enhance market shares. 2. Current service delivery/practices ofSunderland International Hotel. Impact on front-line employees, their engagement and on managerial implications. Quality is prescribed through working standards, they include skillspossessed by personnelintermsofexperience,knowledge,behaviour,skills,appearanceandother requirements of specific industry. Every employee withinSunderland International Hotel is responsible for their own work so that guests may not be harmed due to their mistakes. Total
quality management must be used bySunderland International Hotel for establishment and enhancement of plan based on some questions like details about guest, value of hotel for specific guest, enhancement in services and specified measures for same. According toManhas and Tukamushaba, (2015), six different levels are identified in establishment of TQM which includes drifters, uncommitted, improvers, world class and award winners. By thisSunderland International Hotel will be able to find out sections in which they are lacking behind and in which improvement is needed and build solution to those section so that uninterrupted improvement can be achieved. Uncommitted: This stage means that yet no measures or procedures are followed for improvement of quality. At this stage, organization do not know what benefits can be obtained by improving quality or training employees as per requirements or exiting competition within market and they do not have specific plan for its improvement(Zhou and et. al., 2014).InSunderland International Hotel customers face issues due to employees as they are referred to manager directly if any issue arises which consumes a lot of time like if customer tell that they are facing particular problem with some employee then they are sent to manager rather the trying to resolve this.Sunderland International Hotel can use this strategy for findings which are mentioned above so that they can understand what is problem. Drifters:They refers to unique organization who are experienced in quality service and have followed wisdom and advice of total quality management. In this stage, drifters review the performance of organization based on strategies which were used by them and howimprovementscanbemadefromthem.Theseorganizationsstartfromone programme and move to another with ideas, initiatives and concepts.In Sunderland
International Hotel they have Trip advisor but due to number of guests coming they do not have time to checks reviews. For this they must hire some specific person present to ensure that reviews of customers are addressed.Sunderland International Hotel can use drifters to plan strategies for them and review strategies which they have been working on from long and what improvements can be made on them so that present statements can be solved instead of what will happen in future. Tool pushers:According toPosavac, (2015), organizations want to enhance quality but fail to use or find appropriate tools like quality improvement groups, quality cycles. If organization do not meet desired standards then they blame that total quality management isnotappropriatemethodtomaintainservicequality.Ashotellacksnumberof employees to handle or manage events like wedding. Sunderland International Hotel can use tool quality improvement group which is formulation of team who consists of multi- skilled employees so that designing new process or improvement in existing process can be done. Event planners can be hired for specific moment of time for specific event. Improvers: They are organizations which have experience of five to eight years in respective field. This organization knows the fact that this particular field need long term cultural change and acknowledge significance of cultural alterations and their significance in quality enhancement. They (improvers) have made progress but its not enough and have to go long way. Award winners:Organizations who have attained maturity in terms of values, trust, employee involvement and culture are referred to as award winners. In this stage each individual of organization understand value of quality management and efforts are made to achieve quality standards(Zameer and et. al., 2015). When organization has attained quality in terms of services being offered then they have true competition and can
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compete for awards.Sunderland International Hotelcan use this to take their organization to greater heights by making employees realise their importance and their value to organization. Hypothetical conditions must be created like how to deal with guests who are very hyper, or how to deal with queries related with compensation, bookings or anything. This will help employees ofSunderland International Hotelto realise and understand what can be done at particular situation and can even get some unique way to address that. World class:According toRoss, (2017), organizations are defined by business strategies and total quality improvement to attract customers and retain them. They look forward for improving their strategies so that services can be enhanced and customers can be satisfied.TQMwillenhancecompetitivenessbyinfluencingconceptualisationof customers towards organization by innovation in services which are being offered.With help of TQM,Sunderland International Hotel can enhance their services as they have all the facilities available to make their customers feel comfortable like if customers are not specified with quality of food then they can provide them proper training to enhance quality and if still such problems arises then they can go to hire new master chef, so that customers can have better experience. Impact on front line employees, their engagement and managerial implications: Sunderland International Hotel is expanding their business as large number of customers are coming to their place. But they have faced large number of issues related with services like issues of customers are not addressed or take lots of time, effective services are not provided and many more.
Front line employees are responsible for direct interaction with customers. If any sort of miscommunication occurs then it can have negative impact onSunderland International Hotel and their reputation. Employees of hotel have to understand requirements of customers and analysethemaswell.Employeesacknowledgetheirguests,understandtheirneedsand expectations so that they can give value for money. Employees must work together for common goal and try to accomplish it successfully via providing and managing quality of services (Torres and et. al., 2015).Manager has to invest lots of time in handling queries of customers rather than that each individual working within Sunderland International Hotel will have to understand their responsibility and on their behalf they must try to solve it. Employees must be trained so that they can gain knowledge about their respective role. According to Saleem and Raja, (2014), new strategies are made by manager and high authorities to overcome lacking points like previously Sunderland International Hotel do not know thatcustomers are leaving reviews on Hotel's Facebook page and manager used to check trip advisor reviews once in a month and employees are instructed that complaints must be directly sent to him (Torres., 2014). Manager should make strategies so that these issues can be handled like Facebook page is reviewed twice in a day and if any queries or reviews are posted then they are addressed as soon as possible. Twice in a week review are taken by trip advisor and complaints are addressed by each individual who is part of hotel at their own level and if its not possible then they are addressed by manager. New employees are hired based on services required and on full time. They are motivated by giving appropriate salary, rewards and appreciated when they do their responsibilities in best possible way. This will boost up employees and they will give all their efforts for maintaining quality and value of Sunderland International Hotel. This all will have positive impact on hotel
and when each individual is responsible for their role then ladder of success can be climbed effectively in terms of quality, services, growth and profitability. 3. Customer Feedback System (CFS) framework that Sunderland International Hotel can utilise to monitor and improve service quality. Customer feedback:It means information received from customer based on their satisfaction and dissatisfaction about services or products being offered to them. Complaints and commentsof customer are important factors to improve and address wants and needs of customers. According toSallis, (2014),information is received either through oral, written, online survey, emails, phone calls or letters.It will helpSunderland International Hotel to enhance knowledge about services being offered and where they can be improved and through recommendation section they can gain insight into how they can be improved. New strategies are being used bySunderland International Hotel toovercome issues related with services, employees and other challenges faced by them during expansion of their business. After applying customer's feedback system reviews are collected or obtained from customers and they are shown below: BasisReviews of customers/ guests ExcellentGoodAveragePoorVery Poor Behaviour of Employees Food Cleanliness Environment
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Room services Parking facility Customer care services Website of hotel Extra benefits given RecommendationServices could have been better. Behaviour of employees: Manager has monitored employees and made sure that they realize their roles and work to be perfect at their respective role. As per review received from customers, it was found that employees behaved in well manner with customers. But some customers has also complained about same. All employees cannot deal with all issues like if issue is with quality of food then housekeeping department cannot solve it out. So some enhancement is required but overall implementation of new strategies have improved results. For example in Sunderland International Hotel facilities were provided to their customers but standard of those services were not maintained. It took customers around 1 hour to complete formalities related with check-in. Sunderland International Hotel can hire more employees to handle customers and make them feel comfortable as they might have travelled a long distance. Food: In this, perspective manager ensure that customers are satisfied with food they are being served and manager ensured that new dishes and recipes are added to their menu to give customers a different experience. Employees were trained in making food and serving it and presenting it in innovative manner. As per reviews received from customers, it was found that it
helped to improve quality of food and customers preferred to have their meals within their premises as it was offered at optimal prices with high quality. Some customers have complaints related to this and they suggested that ingredients which are used by them must be confirmed by customers or they must be asked that if they need any specific vegetable or ingredient in specific dish as per their taste. Sunderland International Hotel had maintained quality of food,l they have trained their cooking department in all specific sections whether it may be cooking, presenting or serving. Cleanliness:Sunderland International Hotel ensured that cleanliness is maintained so that customers do not have negative impacts. Customers will not come if desired standards of cleanliness are not maintained within premises of Sunderland International Hotel New strategies are also implemented in this sector and employees have realized their role and made sure that premises are clean. Through customer's review, it was clear that it is maintained at its best. Sunderland International Hotel have maintained certain standards of cleanliness to retain their customers. All theses activities are monitored by specific group of people and point out the one who is not doing their duty appropriately and if still they do not do it they are fired. Environment: Environment is again important factor which can have worst impact on hotel industry. Sunderland International Hotel ensured that premises have good environment and unnecessary indiscipline is not created. They provided peaceful environment with greenery surrounding it for it they have fountains, flowers planted and foremost thing safe environment is presented like guards are present at multiple positions, CCTV cameras are made available to cover almost every corner of hotel and also employees are present at different locations so that customers do not face any kind of problem. If there is no one still then customer care services are
made available 24*7 for their safety and concern. Customers were extremely happy with environment and they have desire to visit again. Room services: They were made available to customers and manager ofSunderland International Hotel ensured that services are made available at promised time. But customers still have complaints related with this factor that services are not given at that time, they are delayed. Due to this customers and hotel have to face loss as customers cancel orders at certain moment due to which time and money invested by employees and hotel is wasted. For this, manager ensured that employees are trained on time management skills but when it is concerned with cooking then it will take time to prepare dishes as per their requirements. But manger ensured that it will not be delayed a lot and monitored activities performed within kitchen. Parking facility: They are also good but not excellent means some improvement is still required. Customers complaint that there is not efficient space for parking due to which they have to park their vehicles outside parking space and they also said that vehicles are not parked sequentially, they are randomly placed any where due to which lot of space is wasted and it takes time to take them out. Mangers at Sunderland International Hotel needs to understand this issue but manager ensured that efficient space is available their but due to random parking it occurs. Guards present there are monitored so that they do their part well and such kind of issue do not arise again. Customer care services: Lots of issues are still faced by manger in this perspective as employees are not serious in this concern and they do not understand value of retention. They do not address problems or any kind of issues within time like if water is not available in particular room then they do not make it available at require moment.In Sunderland International Hotel when customer enquired about compensation then it took him around one month to get response
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but instead of that customer must have got response within a day. Again employees are needed to be trained on importance of time and manager must monitor calls made by customers related to anything so that actions can be taken in that perspective. Website of hotel: Customer's of Sunderland International Hotel complained that website do not provide complete details like what all facilities are provided and at what rate they are being provided. They say that prices mentioned are different from that which are being offered and are much hire than what it is mentioned in website. With help of software developers managerofSunderlandInternationalHotelneedstodevelopapplicationsonbasisof requirements of customers so that maximum benefits or information can be provided to them. Manager should update website as per changes made by them. Extra benefits given: Extra benefits are not offered by them as manager ofSunderland International Hotel thinks that they are already giving their best services at minimum prices and cannot afford extra things at same prices. But still manager ensure that if customers visit their place again then they will be given some discounts on basis of that so that customers can be retained. Compensation is provided to customers by Sunderland International Hotel's manager when they revisit hotel either it is 10% off or more depending on customer. Recommendation: They are being given by customers so that what they (customers) feel can be addressed and improved when they come next time and those factors should be improved so that every customer can be fulfilled and feel that there money is valued in terms of services they are paying for. Manager of Sunderland International Hotel makes sure that improvements toldbycustomersarebeingaddressed.Forthismanagerchecksfeedbackandasper recommendationsmentionedtheir,managermonitorswhatnecessarystepsaretakenby employees on their behalf.
CONCLUSION From above report, it is clear that service quality play vital role in customers satisfaction and retention. Importance of service quality is understood to find out that what impact it has on growth of hotel. Different methods for service quality are being discussed and it is found that total quality management is appropriate method to remove variousissuespresent within Sunderland International Hotel. Total quality management is implemented within hotel to improve existing issues. Customer feedback system is designed to take review from customers and work as per their recommendation so that customer's needs can be met. Even CFS helped to analyse employees and provide them training as per skills needed. This all will help Sunderland International Hotel to maintain quality services. REFERENCES Books and references Al-Dhaafri, H. S., Al-Swidi, A. K. and Yusoff, R. Z. B., 2016. The mediating role of total quality managementbetweentheentrepreneurialorientationandtheorganizational performance.The TQM Journal.28(1). pp.89-111. Benavides-Chicón,C.G.andOrtega,B.,2014.Theimpactofqualitymanagementon productivityinthehospitalitysector.InternationalJournalofHospitality Management.42.pp.165-173. Davis, B., and et. al., 2018.Food and beverage management. Routledge. Gallarza, M. G. and et. al., 2015. Value dimensions in consumers’ experience: Combining the intra-and inter-variable approaches in the hospitality sector.International Journal of Hospitality Management.47.pp.140-150.
Goetsch, D. L. and Davis, S. B., 2014.Quality management for organizational excellence. Upper Saddle River, NJ: pearson. Gummesson, E., 2014. Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm.International Journal of Contemporary Hospitality Management.26(5).pp.656-662. Kasiri, L. A. and et. al., 2017. Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty.Journal of Retailing and Consumer Services. 35.pp.91-97. Khan, M. M. and Fasih, M., 2014. Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector.Pakistan Journal of Commerce and Social Sciences.8(2). p.331. Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia. Manhas, P. S. and Tukamushaba, E. K., 2015. Understanding service experience and its impact on brand image in hospitality sector.International Journal of Hospitality Management. 45.pp.77-87. Posavac, E. J., 2015.Program evaluation: Methods and case studies. Routledge. Ross, J. E., 2017.Total quality management: Text, cases, and readings. Routledge. Saleem, H. and Raja, N. S., 2014. The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan.Middle- East Journal of Scientific Research.19(5).pp.706-711. Sallis, E., 2014.Total quality management in education. Routledge.
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Torres, E. N., 2014. Deconstructing service quality and customer satisfaction: Challenges and directions for future research.Journal of Hospitality Marketing & Management.23(6). pp.652-677. Torres, E. N. and et. al., 2015. The Use of Consumer-Generated Feedback in the Hotel Industry: Current Practices and Their Effects on Quality.International Journal of Hospitality & Tourism Administration.16(3).pp.224-250. Zameer,H.andet.al.,2015.Impactofservicequality,corporateimageandcustomer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing.33(4).pp.442-456. Zhou, L. and et. al., 2014. Refreshing hotel satisfaction studies by reconfiguring customer review data.International Journal of Hospitality Management.38.pp.1-10. Online Whatisservicequality.2019.[online].Availablethrough: <https://www.igi-global.com/dictionary/service-quality/26651>. MEASURING HOTEL GUEST SATISFACTION USING SERVQUAL METHOD: A STUDY IN TIRANAHOTELS.2019.[Online].Availablethrough: <https://www.researchgate.net/publication/314321889_MEASURING_HOTEL_GUEST_SATI SFACTION_USING_SERVQUAL_METHOD_A_STUDY_IN_TIRANA_HOTELS>.