Managing Global Service

Running head: MANAGING GLOBAL SERVICE
MANAGING GLOBAL SERVICE
Name of the Student
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MANAGING GLOBAL SERVICE
Table of Contents
Introduction............................................................................................................................ 2
Methodology........................................................................................................................... 2
Analysis.................................................................................................................................. 2
Issues................................................................................................................................. 3
Managing good customer relation...................................................................................3
Identifying customer expectations...................................................................................4
Service supply chain management..................................................................................5
Solutions............................................................................................................................. 5
Service process designing..............................................................................................5
Technology in enhancing customer experience..............................................................5
Motivating service providers............................................................................................6
Conclusions and Recommendations......................................................................................6
References............................................................................................................................. 8
Appendices............................................................................................................................ 9

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MANAGING GLOBAL SERVICE
Introduction
The services are the steps of a process that involves treating the customers or
something that belongs to the customers. Services are varied in types and have different
structures in every sector. Mostly known service structures are B2C or Business-to-
consumer services, B2B or business-to-business services, voluntary services non-profitable
services and public services. Service management is an integral part of the organisations
that deal with the service and production industry. It is not confined to the service industry
itself as the other industries also have to deal with some kind of service issues for their
customer satisfaction. The prime objectives of service operations are to carry out the
processes and activities that are required to deliver and manage the quality of services for
the customers and business users’ satisfaction. Organisations generally have to face
problems in their service management like – identifying the expectations of customers,
managing a good relationship with the customers and proper management of the supply
chain to achieve the service objectives. In this paper, the issues and possible solution to the
problem of service management in the hospitality industry are discussed. The
recommendations that are suggested in the latter part of the report are based on the
research and findings of this study.
Methodology
The study has been done using the primary research method. The primary research
method is used so that the researchers could get the first-hand experience of the service
providers and the consumers in this respect. The research has adopted the interview and
survey method. The customers’ responses were collected through the close end survey,
whereas, the managers were interviewed with open-ended questions. A total number of
survey questions were ten, including three demographic questions. The interview with the
managers has been done using five questions. For the survey, the Likert scale has been
used.
The sample size of this study was 15, among which 10 were the customers, and 5
were the service managers. The customers’ samples were chosen in a random sampling
method from the people visiting a restaurant on the day of study. Among the managers, the
departments of service management in food and beverages services were considered as the
sample.
Secondary data resources have also been used for the study purpose. The
theoretical aspects of the research have been covered through the secondary data
resources like using the peer-reviewed articles, journals and books along with company
websites. Analysis of the data is done ion qualitative method. The survey and interview
answers were critically analysed to get a detailed overview. [Referred to Appendix 1]
Analysis
The service management has two main aspects- customer expectations and
marketer’s service quality. There is no doubt in the fact that customers or buyers play a
pivotal role in service management. Specifically, in the hospitality industry service is the
main product that a company sells (Peng, Zhao and Mattila 2015). Therefore, the prime
objectives of the service managers are to ensure that there is a balance between the
customer perception of the service and the service quality delivered by the firm. The
instruments used to measure the service quality takes into account the dimensions like
reliability, responsiveness, assurance, empathy and tangibility.
The concept of quality has many difficult dimensions, and it could change according
to the perceptions of individual perceptions. The basic concept of service quality is defined
as the fulfilment of the requirements (Rauch et al. 2016). The first step is to specify the
requirements. After the specifications, the organisations should have their quality goals

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MANAGING GLOBAL SERVICE
sorted according to these specifications or requirements. Quality development could be
identified as technical and functional qualities.
There are various theories highlighting the contexts of service quality in both service
and goods sectors of business. The Gap Theory is considered to be the most effective one
in identifying the problems and marking the solutions to it. The Gaps Model of Service
Quality marks the difference between customer expectations and customer perceptions
(Sabuncu and Karacay 2016). The service management uses the gap model to understand
the area of problem that results in poor service quality to the consumers. The gap
management model has all the important components of service management that a
manager needs to consider while planning the service operations.
Issues
In most of the organisations, the service managers fail to detect the gap between the
customer perceptions and service quality that is delivered. The main issues that the service
managers could face in their operations are discussed below-
Managing good customer relation
Customers are at the receiving end of the service delivery. The valuable customer
base building and retention of loyal customers are one of the major roles of the service
managers. The customers could use referent to all the individual or the buyers to whom the
organisation provides its services (Manhas and Tukamushaba 2015). First, the managers
have to understand the types and natures of the customers and address their requirements
accordingly. According to the Gap theory in service quality, the lack of quality perceptions
lies in the context, where the managers do not understand the nature and perceptions of the
customers. In this case, the managers fail to categorise the expectations of the individual
consumers and provide them with quality services. In the hospitality industry, most of the
reputed companies try to maintain a good relationship with their customers so that they
could retain their loyal customers for long.
The benefits of retaining customers through service operations are varied. As opined
by Jalilvand et al. (2019), some of these are- reduced cost, increased revenue, long-term
revenue streams, getting recommendations. A service manager needs to apply strategies to
develop a beneficial customer relationship.
 The main objective is to establish, maintain and enhance the relationship stature to
earn mutual benefits.
 Mainly, customer relationships could be categorised in three forms- personal
relationships, portfolio relationships, temporary relationships (Ionel 2016).