Managing Service Quality in Premier Inn: Importance, Theories, and Practices

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Evaluation of principles and theories of managing service quality along with its importance.
................................................................................................................................................3
Concept of service quality through relationship between expectations, customer perception,
business performance and satisfaction...................................................................................4
Comparative analysis of different evolutionary theories of service quality management.....5
Service Quality Management Process through Service Design, service setting and service
encounter:...............................................................................................................................5
Task 2...............................................................................................................................................6
Service quality with reference to Premier inn........................................................................6
Employee Empowerment.......................................................................................................8
HR/recruitment practices........................................................................................................8
Task 3...............................................................................................................................................9
Produce a Customer Feedback System (CFS) framework that the selected organisation can
utilise to monitor and continually improve service quality....................................................9
Explain the relevance/pros and cons of each one followed by development of actual template
for each one of the chosen CFS tools...................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES:.............................................................................................................................15
Books and Journals...............................................................................................................15
Online...................................................................................................................................15

INTRODUCTION
Organisations should regularly track their operations so that they can maintain the quality
of their services. It is important for businesses to deliver right quality of services to their targeted
audience so that they can retain them for longer period of time. It is required to involve
improvement practices and procedures so that quality can be maintained in appropriate manner
(Biswas, Nusari and Ghosh, 2019). This will enhance the productivity and profitability of over
all organisation with the help of maintaining standard and quality in the services. This report is
based on Premier inn which is a British limited hotel and largest brand of UK' s hotel. It was
founded in 1987 by Whitbread and it is headquartered in Dunstable, UK. They have number of
hotels which provide quality services to large number of customers. This report will include
about importance of measuring and managing quality of service and adoption of appropriate
quality management methods. Current practices are analysed with the help of assessment which
create impact on the front line employees. This report also include about customer feedback
system which organisation uses in order to improve their services.
MAIN BODY
TASK 1
Evaluation of principles and theories of managing service quality along with its importance.
Tourism industry is growing rapidly and involve constant changes which should be
effectively adapted by an organisation. Service quality management become important in order
to provide quality services to the targeted audience (Zhang and et.al., 2019). The demands of
customers can be satisfied by analysing their demands and requirements. Premier inn focus on
their operational procedures which eliminate unnecessary mistakes and defects. They use
SERVQUAL model which is a multi dimensional instrument basically developed for measuring
perception of service and identify demands of customers. This model work on five dimensions
which can be discussed as follows:
Reliability: It shows the ability of an organisation which provides services in accurate
manner. This element is responsible for measuring the promises which can be fulfilled by an
organisation or not (Brochado, Rita, Oliveira and Oliveira, 2019). Premier inn ensures that they
provide reliable services which effectively satisfy the needs of targeted audience.

Assurance: It majorly focus on the skills of employees who are responsible for carry out
different operations (Shah, 2020). Premier inn should hire employees who can effectively
maintain good relationship with their targeted customers from the market by providing good
services.
Tangibles: organisations require large number of resources, equipment, communication
material and personnel which comes under this dimension. Premier inn try to provide all the
resources to their employees so that they can commence operations without any difficulties.
Empathy: According to this dimension, organisation should focus on the demands of
their targeted customers so that they can effectively fulfil them. Customers of Premier inn
require higher quality of services which results in higher revenue.
Responsiveness: The willingness of an organisation to cater the needs of the customers
in included in this dimension. All the promises are effectively fulfilled by Premier inn which
makes them priority for large number of customers.
Concept of service quality through relationship between expectations, customer perception,
business performance and satisfaction.
In order to achieve excel in businesses, it is important to focus on the service qualities.
Organisational goals can be achieved when employees produce and manufacture products and
services in appropriate manner (Yuen and et.al., 2018). Premier inn uses different tools and
techniques so that they can maintain quality of their products and services. It is important to
involve service quality management practices and models which assist in maintaining
productivity.
Customer perception: The feeling and mentality of customers towards the organisation
is referred as customer perceptions. Premier inn focus on interaction with their customers so that
they can analyse their perceptions. They use social media platforms for analysing customer
perception with the help of reviews and feedbacks so that they can provide customized services
and goods. It helps in maintaining loyal customer base which results in higher revenue
generation and profitability.
Customers’ expectations: The set of ideas of customers fall under this category which
focus on demands and requirements (Büyüközkan, Havle and Feyzioğlu, 2020). Premier inn
aims to satisfy the expectations of customers so that they can retain them for longer period. The