Improvement in Service Quality of Hotel Banquet for Maximization of Guest Satisfaction

Running head: MANAGEMENT
Improvement in Service Quality of Hotel Banquet for Maximization of Guest Satisfaction:
A Case Study of Sofitel Wentworth
Name of the Student:
Name of the University:
Author Note:

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Abstract:
The aim of the research is to provide an improvement in the service quality in the hospitality
industry for maximizing the guest satisfaction. The study provides an insight that being
successful is not necessarily sufficient for attracting the new customers, it is important for the
managers to implement effective policies related to service quality for enhancing the customer
loyalty and satisfaction. The paper also portrays that in the hotel industry, customer satisfaction
depends on the quality of the service. It has been found that management approach focused
towards the customer satisfaction not only improves the customer loyalty but also enhances
positive image. Research topic on the customer satisfaction that translates into consideration of
whether the customers will make a return or advise the other tourist remains pivotal in
determining the success of hospitality business. Negligence in paying attention to the attributes
of the hotel which are considered important by guests results in the negative evaluation thereby
restricting chance of the repeated patronage. The research study focuses on performing a
qualitative study of a large hotel of Sydney, Sofitel Wentworth. The analysis of the case helps in
determining the overall level of customer satisfaction of the hotel and the services applied. The
study concludes in proposing improvement and discussing results related to the management of
customer satisfaction within hotel.

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Acknowledgements
By conducting the research, I experienced one of the best methods of learning. The conduction
of the research helped me in learning various concepts. Firstly, I would like to thank God and
then I would like to thank my supervisor............... who has acted as my friend, guide and
philosopher. I would even like to be thankful to my parents for providing the necessary support
in completion of the research. Lastly, I would like to thank my friends for providing me the
mental support in conducting the research.

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Table of Contents
Chapter 1: INTRODUCTION.........................................................................................................5
1.1 Background of the Research:.................................................................................................5
1.2 Problem Statement:................................................................................................................5
1.3 Research Aims, Questions and Objectives:...........................................................................6
1.4 Significance of the Research:.................................................................................................6
1.5 Scope of the Report:...............................................................................................................7
Chapter 2: LITERATURE REVIEW..............................................................................................8
2.1 Importance of Service Quality in Hotel Industry...................................................................8
2.2 Dimensions of the Service Quality........................................................................................8
2.3 Measurements of Service Quality in Hotel Industry..............................................................9
2.4 Service Quality Improvement Strategy:...............................................................................10
2.4.1 Culture Based Improvement..........................................................................................10
2.4.2 Design based Improvement...........................................................................................11
2.5 Service Quality and Customer Satisfaction.........................................................................12
2.6 Customer Satisfaction..........................................................................................................13
2.7 Customer Loyalty.................................................................................................................14
2.8 Gaps in the Literature...........................................................................................................15
Chapter 3: RESEARCH METHODOLOGY.................................................................................15

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3.1 Method Outline:...................................................................................................................16
3.2 Research Philosophy............................................................................................................16
3.2.1 Justification for Chosen Research Philosophy (Interpretivism Research Philosophy). 17
3.3 Research Approach..............................................................................................................17
3.4 Research Design...................................................................................................................18
3.5 Data Collection Process.......................................................................................................18
3.6 Sampling Method and Sampling Size..................................................................................18
3.7 Data Analysis Technique:....................................................................................................19
3.8 Ethical Consideration:..........................................................................................................19
3.9 Data Validation and Reliability:..........................................................................................19
3.10 Proposed Timeline of Study:..............................................................................................20
Chapter 4: FINDING AND ANALYSIS.......................................................................................21
4.1 Qualitative Analysis.............................................................................................................21
4.2 Analysis................................................................................................................................24
Chapter 5: CONCLUSION............................................................................................................24
Chapter 6: RECOMMENDATION AND IMPLEMENTATION................................................25
References:....................................................................................................................................27
Appendices:...................................................................................................................................33
Appendix A: Interview Transcript.................................................................................................33

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Chapter 1: INTRODUCTION
1.1 Background of the Research:
Sofitel Wentworth is located amidst the vibrant bustle of Sydney Central Business
District (CBD) that put across a luxury escape (sofitelsydney.com.au, 2019). It is a heritage listed
hotel that portrays a combination of French elegance and traditions combined with the
sophisticated comfort that creates a five star destination for the discerning travelers. It is located
within heart of Sydney’s shopping and business destinations and is located at a convenient
location of about 12- kilometers from the Kingsford Smith Airport, 500 meters from nearby
train, ferry and the bus stops and minutes away from the famous attractions of Sydney like Opera
House, the Rocks, the Royal Botanic Gardens and Circular Quay. The luxury hotel has 436 suites
and rooms for conducting sophisticated meeting and the event spaces. The hotel also offers
contemporary and modern cuisine with a French influence. The hotel has on site valet parking
that remains operated by the Wilson car parking. The luxury hotel has an outdoor garden terrace,
guest rooms, have an in room pillow menu, turndown service, indulgent bath, wellness breakfast,
access to the health club, lounge and business centre and library.
The problem with Sofitel Wentworth has been the customer dissatisfaction with the food
and beverage at the banquet.
1.2 Problem Statement:
Service quality is a vital factor in hospitality industry for gaining customer satisfaction
and sustainable competitive advantage within a competitive marketplace (Rao & Sahu, 2013).
Thus, the service quality can provide the hospitality industry with a greater chance of creating

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competitive differentiation for the organizations. Hence, it is considered the core concept and the
critical success factor within hospitality industry. Thus, a successful hotel like Sofitel Wentworth
is believed to deliver quality service to the customers thereby making it an integral aspect of the
hotel. In recent times, customers have been highly dissatisfied with the food and beverage
service at the banquet of the hotel. The problem lies in how the service of the banquet at the
Sofitel Wentworth can be improved for maximizing the guest satisfaction.
1.3 Research Aims, Questions and Objectives:
Sofitel Wentworth hotel in spite of being a luxury hotel have left the customers dissatisfied
with the food and beverage service at the banquet. The research aims at finding how the hotel
can improve the service quality of the banquet for maximizing the guest satisfaction. The
research thus revolves around the following questions:
 What are reasons behind the issues of guest dissatisfaction with the food and beverage at
the Sofitel Wentworth Banquet?
 Who holds the responsibility of heading the management of the issues in the hotel?
 What are recommended key changes that help in mitigating the issues faced by the hotel
for maximizing the guest satisfaction?
1.4 Significance of the Research:
The research provides an insight into the importance of service quality for ensuring
enhanced customer satisfaction. Improved service quality in terms of staff, materials, physical
features along with food and beverage is responsible for generating customer loyalty, happier
environment and better value (Tarí, Heras-Saizarbitoria & Dick, 2014). In terms of the customer