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Importance of Managing and Measuring Service Quality

   

Added on  2020-07-22

17 Pages5309 Words86 Views
Service Quality

Table of Contents(1) INTRODUCTION......................................................................................................................1(2) Importance of managing and measuring service quality.......................................................2(3) Adoption of quality management method.............................................................................3(4)Assessing the effect of leadership and service culture in the City View Hotel......................6(5). Customer feedback framework system in relation to maximise service quality..................8(6) Conclusion and recommendation........................................................................................12REFERENCES..............................................................................................................................14

INTRODUCTIONQuality of products and services plays an imperative role in growth and success of everybusiness organisation. Service quality perceptions depend on comparison of expectations withreality; perceptions of service quality are derived from processes and outcomes. Along with this,its a customers' judgement of overall excellence of the service provided in relation to the qualitywhich was expected. It is essential for management to manage the quality of their products so asto gain high competitive edge from target market (Berendes and et. al., 2011). In this perspective,managers are required to provide healthy and qualitative services to customers so as to providethem higher satisfaction level. The CityView is the chosen organisation in this present report: itis one of the largest hospitality industry over the world. There are over 600 hotels & resorts in 85countries. The main objective of the CityView is to improve the quality of its services for raisingsales and profitability. Apart from this, the report will be described importance of service qualityand how to measure it for long term period. There are defined several models of quality methods,such as- PDCA, service standard setting, service guarantee etc. Furthermore, the impact ofleadership on service cultural is also discussed later. Importance of service quality - Service quality is a critical aspect for every business organisations which aids it to attainand retain customers for long term period. It is essential for managers of all sectors measure thequality of their offered products and services. In context of hospitality industry, service qualitycan be assessed through customers satisfaction level and their preferences. Although, loyalty isthe most significant factor in service quality in today's economic downturn's, productivity andprofitability of overall businesses (Dabholkar, 2015). In order to get proper information aboutservice quality, companies have to use different technologies so as to gather data regardingcustomers' demands and needs. Therefore, service quality helps companies to be competitive andremain successful in target market. It is also beneficial in retaining loyal customers withincompany; service quality also affects profits of the firm. On the other hand, service quality alsouseful in accomplishment of sustainable developments objectives that are treated as mostimportant aspect of a company. In today's world, every business organisation wants to gain highcompetitive advantage and growth in a certain time period, so that is essential for them tomanage quality standards by using new and innovative tools. Managers can also take feedbacksand reviews from customers in order improve quality of products and services. 1

Aims and objectives: - The aim of this report is to improve the quality of services so as to gain high competitiveedge. Objectives To provide effective and qualitative services to customers. To increase the number of satisfied customers of the company. To raised the sales revenues and profitability of The cityview hotel In order to achieve these aims and objectives, it is essential for business organisations toimprovise overall production process. Managers can also conduct a market research in order torecognise needs and wants of target and potential buyers (Elliott, 2011). Apart from this,implementation of effective business strategies and policies also helps an organisation tocompete with external rival and getting high competitive edge in a minimum time period. (2) Importance of managing and measuring service quality.Service quality: It is mainly focuses on the expectation and needs of clients in order toimprove service and product quality effectively. It is attract million number of the customerstowards business goods and facility. 1.Manage and Measure service quality: There are different types of tools which are usedin evaluating service quality are as follows: 2.Customer research: It is very important and primary phase which is essential in order toidentify clients taste and preferences. In this company conduct research and investigationprogram to analysis their buyers income group, social class, taste, and other aspects. So inthis, City View Hotel can easily fulfil their clients basic needs and requirements. 3.Buyers complaints policy: It is another important part of business development andgrowth. In this company provide different policy to their customers about its feedback,complaint and comments on hotel services & products (Evans and Lindsay, 2013). 4.Market research: In order to identify latest trends of market, firm conduct research andinvestigation program. In this, they can easily analysis their competitors who can providesame kind of services in same market. 5.Benchmarking: It is identify as a process which is very important for the organisationbecause is reducing labour costs, improving product quality, increasing profits and sales2

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