(Solution) Importance of Managing and Measuring Service Quality
Added on 2020-12-18
23 Pages6574 Words499 Views
ServiceQuality
Table of ContentsINTRODUCTION...........................................................................................................................21. Importance of managing and measuring service quality, recommendation for adoption ofappropriate service quality management methods. ...............................................................32. Current service delivery/practices of Sunderland International Hotel. Impact on front-lineemployees, their engagement and on managerial implications. ..........................................113. Customer Feedback System (CFS) framework that Sunderland International Hotel canutilise to monitor and improve service quality.....................................................................15CONCLUSION..............................................................................................................................20REFERENCES..............................................................................................................................20
INTRODUCTIONService quality refers to effort made by each individual member working withinorganization for satisfying customer in terms of their requirements and needs. According toGoetsch and Davis, (2014), service quality basically means excellence or superiority anticipatedby customer. High service quality means that customers expectations are met but beingeconomically competitive. Sunderland International Hotel is running in Canary Wharf which ispresent at East London. It is a 3 star hotel and is open and running from 2000 AD. It is atwalking distance from Heron Quays Dockland railway station and comprises around 100 stylishand modern rooms, gym, swimming pool, spa and various other facilities are being accumulatedby 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 aresummarised. Engagement of managers is terms of particular model and their implications arediscussed. This report summarises that what can be done to improve existing drawbacks in termsof methodology and strategies so that quality of hotel can be improvised.1. Importance of managing and measuring service quality, recommendation for adoption ofappropriate service quality management methods. Service Quality: Study of an area or field to define and describe the way in whichservices are delivered to satisfy customers or recipients is known as service quality (What isservice quality. 2019). It is basically a comparison between service perceptions and serviceexpectations. It is assessment of way services are delivered to conform expectations ofcustomers. 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 of Al-Dhaafri, Al-Swidi and Yusoff, (2016), An organization canhave ever lasting vantage if they can differentiate themselves from other organizations in termsof service quality. Managing quality is most important factor in hospitality industry. Due toadvanced level of competition within industry due to new entrants and globalization, hotels hasbeen in top priority. Customers are retained when employees or Sunderland International Hotelprovides excellent services to their customers. Various issues are faced by customers in Hotellike facilities are good but services are poor, customers have to wait for an hour for check-inprocess, if customers face any kind of issues then they are directed to manager instead ofproviding 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 servicesprovided are much better or efficient. Sunderland International Hotel ensures thatservices which are promised to customers are offered to them at specific moment of timeand in best possible way. But hotel lack in proving great services and efficient number ofemployees are not present to meet requirements of guest.Increased security: When customers pay for particular service then they expect that theycan enjoy and relax themselves without distressing about security. Friendly environmentfrom arrival to departure is referred to as secured department. For this, SunderlandInternational Hotel has appointed guards within premises and CCTV cameras areinstalled so that every portion of premises can be observed. Apart from this if still anykind of problem is faced by customer's then customer help line is made available 24*7.
Guards are present in hotel but they do not have required number of staff which caneffect security. Service quality can be used analyse requirements.Better value: Sunderland International Hotel makes sure that customers receive excellentvalue for money. This can includes free snacks, discounts, gift cards, bottled water forfree and many more like that. These perks are rarely offered by any hotel and even guestsor customer's do not expect this so they can have organise business meetings again whichis sign of satisfaction of custom. Front staff of Sunderland International Hotel was busyso customers were not able to ask about booking of table in restaurant due to which theywent to city centre. If more staff would be present at hotel premises or someone else toaddress 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 areeffective or not and whether customers are satisfied with this or not. Service quality consists ofthree elements as specified- physical facilities, processes and procedures; professional judgementon part of serving employees to get effective quality service; personal behaviour on part ofserving employees. Sunderland International Hotel has focussed on providing effective servicesto customers but they did not responded to reviews left by customers on social media likeFacebook. Assessment of service quality is done when actual delivery of services is done. Peoplefind 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 inhospitality industry. Some models are described below to measure it:
The Gap Model of Service Quality: Parasuraman and his colleagues has developed thismodel to identify gap between sensed service qualities that customers acquire and what theyrequire. This model identify five gaps- management perception gap, service delivery gap, servicequality expectation gap, perceived service gap and external communications to consumer's gap.Gap 1- Knowledge gap:According to the views of Benavides-Chicón and Ortega, (2014), it has observed thatdifference between customers expectations related with services to company's provision of thatservice is referred as knowledge gap. Within Sunderland International Hotel, management donot know what customers need exactly. This happens due to different reasons: absence ofcustomer interaction and management, paucity of communication between management andservice employees, insufficient research in market, inadequate relationship focus and failure tolisten to customers complaints. As Sunderland International Hotel is busy due to increasedbookings because of this they do not get proper time to respond to feedback received fromcustomers. Gap 2- Policy gap:According to Davis and et. al., (2018), policy gap refers to variation betweenapprehension of customers need by management and translation of that perceptive into servicedelivery standards and policies. Within Canary Wharf Hotel, this gap arises because of absenceof customer service standards, weekly defined service levels and misstep regular update servicelevels. They focussed on enhancing their services rather than focussing on services they areoffering are up to expectation.Gap 3- Delivery gap:
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