Improving Customer Service: Analysis of Service Quality and Global Trends in Consumer Behaviour

This report analyzes service quality and global trends in consumer behavior to improve customer service at Savoy Hotel. It includes a survey report with recommendations for better customer service.

Customer Service

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
1. Analysing and identifying ways of assessing service quality focusing to dimensions and
gaps. ............................................................................................................................................3
2. Demonstration of the knowledge and understanding of global trends in consumer behaviour
and its influence on customer services.........................................................................................5
3. Preparing a survey report with the recommendations for the better customer service ...........6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
For every business it is mandatory to provide good customer service which includes
offers facilities to customer on time, provide attention to needs of clients. If the company satisfy
customer needs then it will reflect positive impact on the reputation of the firm. The present
report will give detailed information about customer service of popular hotel in London 'The
savoy hotel', UK. The hotel provides excellent customer service to guests, facilities like lavish
rooms, free Wi-Fi, comfortable sitting areas. The case study will describe about service quality
and global trends in consumer behaviour and its impact on tourism and hospitality sector.
Further, the assessment will prepare survey report for better customer service and it also provides
recommendations.
1. Analysing and identifying ways of assessing service quality focusing to dimensions and gaps.
Service quality- Nowadays, customer are more concerned about service quality before
buying any products or services. So, every industry needs to maintain its customer service by
offering them varieties of quality service. With this the company will ultimately improve the
performance and customer base in the competitive market. Service quality is a method used by
savoy hotel to mange its business activities in order to ensure overall customer satisfaction and
providing them quality services. If the firm is not satisfying the needs of clients then it will
directly impact the satisfaction level hence guests dissatisfaction occurs which impact the
reputation, productivity and market growth of the hotel.
In order to measure the quality scale in the service sectors like hospitality and tourism
industry, SERVQUAL is developed. This method is managed by company by adopting various
factors and aspects such as responsiveness, courtesy, communication, security, understanding the
marketing trends, evaluating the customer behaviour and trends. These aspects will measure the
gap between customer experience, needs and expectations. Service quality is a systematic tool
used by present hotel in order to measure the dimensions and gaps.
Reliability- This dimension is analysed by savoy hotel to measure the customer's
expectations and experiences. This is most important dimensions which confirms whether the
capacity to offer quality serive is provided by hotel on time or not. The hotel respects the
customer needs and provide services on time with error free situation. For example- the hotel is
sending feedback emails on time to their guests in order to find stay experience.

Assurance- The hotel staff is well-trained as they have technical knowledge,
communication skills, politeness, friendliness, honesty and professionalism. Therefore, this
dimension will help to gain trust of guests, hence, assurance is maintained as the hotel is
satisfying factors like security, courtesy and credibility. For example- the staff member of the
hotel is providing quality service and being polite to their guests while serving food, taking
order, maintaining positive gestures.
Responsiveness- The Savoy hotel is providing respect and quality service to satisfy their
customer. It is essential for managers to keep update about the guest is getting their service like
food, water, room availability without delay and make them realize that the employees is
interested in serving them.
Tangibles- The hotel management team is maintaining a clean environment, hygiene,
serving fresh food, employees follows the dress code, focusing on other facilities. By setting
clear standards and policies company is maintaining positive environment.
Empathy- the management team of savoy hotel is focusing on the guests needs to ensure
caring and quality service. It is important to maintain empathy as the guests are more concern
about quality service and seek attention. Due to lack of empathy and communication skills inside
the staff members, the hotel might lose its guests. The present hotel is focusing on improve
confidence, honesty and trust in order to attract customers.
 There are various Gaps of service quality such as policy gap, communication gap,
delivery gap knowledge gap.
Policy gap- This is the gap between service quality and management perception. Some
hotel industry is facing challenges while translating guests needs into delivery of quality service.
In simple words, this gap includes lack of standardization and poor servicing, therefore, this gap
might impact the customer satisfaction level.
Knowledge gap- In hotel and tourism industry it is essential to have clear understanding
and knowledge of guests needs. By analysing market research the hotel is maintaining this gap to
meet customers trust.
Communication gap- when commitment does not match the customer expectations and
quality service delivery, it increases a communication gap. Thus, wrong promises may
disappoint the guests and the hotel may lose its customers.

2. Demonstration of the knowledge and understanding of global trends in consumer behaviour
and its influence on customer services
There are always changes in the global trends which effects the business knowledge and
understanding towards the consumer behaviour of this Savoy hotel. The following are the trends
in the global environment which effects the hospitality industry.
Virtual companions :
The development in the latest technology has always influenced the development of
robotics. This technology has give rise to a new form of services which is towards the
accustomed digital assistants, chatbots and also the next generation virtual assistants which have
been able to provide the customers with enhanced personalities (Kuo, Chen and Tseng, 2017).
These virtual personalities are new ways in which the hospitality organizations are developing a
method of increasing their communication with the consumers. Since, the Covid 19 pandemic
most customers feel more comfortable with contact fewer services. This trend is very influential
in the development of that kind of strategy for the organization.
Social media :
The social media is considered to be the increasingly developing trend which helps the
hotel in the development of its organizational management (Dedusenko, 2017). There is always
an increase in the trend when the organization is able to utilize the social media for the
management of the organizational performance. It can be said that this hotel can utilize this trend
for developing its brand image and also use this for gaining strong relations which the customers
for allowing the business in the development relations with the customers of the organization. It
helps the business in the capacity for reaching the over stimulated customers which help the
business in the increasing its productivity and customers performance, With the help of social
media the hotels can easily provide its customers with enhanced services which can be developed
in the understanding and management of the organizational management.
Online sales :
The customers service which are provided by the hospitality organization can be more
effective if the business is able to develop its services even in the online websites. The customers
have developed a trend of shopping online for all the different kinds of products and services
which has allowed the business to increase a productive trend which can help the business in the
management of the organizational issues and develop effectiveness in the management (Dey and

Dey, 2019). This can improve the customer experiences a lot in the organization and also result
in the development of an effective management practices. The online business can provide this
hospitality organization new strategies towards the providing the customers of this organization
effective services. The services provided by this global trend can help the business to increase
the productivity of the customer services and also be able to provide effectiveness in the
performances.
New work force :
There is a new trend in which the business is able to develop a strategy with the helps of
hiring new individuals. These individuals are hired for providing services in the hospitality
organization which are very different from the business and is considered to be effecting the
decisions of the organization. It can be said that with help of adding new talents in the
organization with different kinds of speciality the organization is able to provide effectiveness in
the development of the organizational management (Kyrylov and et.al., 2020). Other ways in
which the organization can hire specialized individual is with the help of a strategy known as
freelancing. In this trend the organization are able to hire employees with speciality for a task
based term. This helps the business with certain unfeasibility of the organizational performance.
3. Preparing a survey report with the recommendations for the better customer service
Background of the survey
The survey is done in order to emphasize and to provide the customers with the best and
quality services in the hotel. This makes the hotel to know about their quality of customer
services provided and things they needed to be improved in their hotel.
Survey questions
Q1: Your overall experiences about hotel Front Office operations, including Check-in
and Check- out and complaint handling procedures by the Guest Relations officer.
Q2: Your experiences about hotel’s Housekeeping performance.
Q3: Your overall dining experiences in the hotel’s Restaurants. (Breakfast, Lunch,
afternoon tea and Dinner).
Q4: What is your experiences about Hotel’s Maintenance department?
Survey Methodology
Survey methodology is the study of different types of survey methods used in order to so
the surveys (Robertson and et.al., 2018). The survey can be done by sending questionnaire on the

mail, personally giving to the customers in order to get good feedback, asking the open-ended
questions in which customers can write their own experience about the hotel. It is the desk which
makes the impression of the hotel on the guests.
Presentation of Survey Report
Ans 1. A hotel's front office plays an important role in order to have the customer
satisfaction. As a customer I have a good experience about hotel Front Office operations,
including Check-in and Check- out but sometimes their services were quite slow in order to
provide the swap cards for opening the rooms. Complaint handling procedure can be that the
hotel must listen their customers carefully and with empathy, stay calm with guests, respect the
customers and make their customer to know about the best place and food in the hotel.
Ans 2. The house keeping of the Savoy's were quite good. The housekeepers are used to
clean the rooms in the morning and in afternoon too which makes the cleanliness of the room in
the hotels. They were providing the quality of services which makes the improvement in the
feedback of the customers. But the hotel is not more aware about the safety related to the COVID
that they have to must take care in order to make their customers providing safety in the
organization.
Ans 3. Dinning is the most important part in order to provide the health and safety food
and space for the guest to eat breakfast, tea, lunch and dinner. The dinning hall of the hotel was
so clean and tidy and there they were following the safety regards related to the COVID while
taking the food by the customers. They were also providing the health conscious food to the
guests. But the guests were breaking the rules in order to take the food as they were not making
the social distancing in the dinning hall.
Ans 4. The hotel management department of the hotel have the responsibility in order to
ensure that all the work in the hotel is properly manged or not. The management department of
the Savoy's was very punctual about the work dome in the hotel. They were informing their
employees in order to provide the best customers services to the customers and make them
satisfied.
Recommendations
It is recommended to the hotel that quality of services and food were best but the guests
must keep the social distancing in the areas where there is gathering. The rooms and outside
premises were properly clean which makes the good environment of the hotel. They must train

their staff in order to provide the good room services as the room services were not good and fast
(Díaz and Duque, 2021). They also must follow the rules and regulations related to the COVID
as they were not sanitizing the guest on the entrance.
CONCLUSION
With the help of this project it can be concluded that Savoy hotel will be able to improve
its customer services with the help of analysation of services quality and understanding the
global trend before for implementations. In this project the analysis of the different services of
quality with specified focus on the dimensions of the gaps of SERVQUAL has bee discussed. In
this project a demonstration of the knowledge and understanding about the global trends in the
consumer behaviour with an influence in the customers services has been explained for the
chosen hospitality organization. This project also provides recommendation for the better
customers services with the help of survey based on questionnaire.

REFERENCES
Books and Journals
Dedusenko, E.A., 2017. Hospitality investment environment in Russia. Journal of Environmental
Management and Tourism (JEMT). 8(02 (18)). pp.291-300.
Dey, N. and Dey, S., 2019. Emerging Trends in Tourism & Hospitality Business-Transition &
Transformation of Tourism Marketing in Crisis. Food, Tourism and Hospitality
Perspectives. p.282.
Kuo, C.M., Chen, L.C. and Tseng, C.Y., 2017. Investigating an innovative service with
hospitality robots. International Journal of Contemporary Hospitality Management.
Kyrylov, Y., and et.al., 2020. International Tourism Development in the Context of Increasing
Globalization Risks: On the Example of Ukraine’s Integration into the Global Tourism
Industry. Journal of Risk and Financial Management. 13(12). p.303.
Cavanagh, D., Jurcik, T. and Charkhabi, M., 2021. How does trust affect help-seeking for
Depression in Russia and Australia?. International Journal of Social Psychiatry,
p.00207640211039253.
Lawrence, S. and Bennett, M., 2017. Image rights in Australia: Fair game or foul ball?. Taxation
in Australia, 51(9), p.487.
Robertson, R. E. and et.al., 2018. Estimates of non-heterosexual prevalence: The roles of
anonymity and privacy in survey methodology. Archives of sexual behavior. 47(4).
pp.1069-1084.
Díaz, M. M. and Duque, C. M., 2021. Open innovation through customer satisfaction: A logit
model to explain customer recommendations in the hotel sector. Journal of Open
Innovation: Technology, Market, and Complexity. 7(3). p.180.
Online
Consumer Trends That Will Impact The Hospitality Industry, 2021[Online]. Available through:
<https://www.webintravel.com/consumer-trends-that-will-impact-the-hospitality-
industry/>