Project Proposal: Analyzing Service Quality in Savoy Hotel Practices

This project proposal focuses on analyzing the significance of service quality within the hospitality industry, using the Savoy Hotel as a case study. The project aims to understand the importance of service quality, identify methods for enhancing service delivery, assess the impact of quality services on hotel performance, and recommend strategies for improvement. The proposal includes an introduction outlining the research rationale, project aim and objectives, a literature review covering the importance of service quality, methods for enhancement, and its contribution to hotel performance. The methodology, resources required, and an action plan are also detailed. The study emphasizes the importance of quality for customer satisfaction and business success, highlighting aspects like SERVQUAL, continuous improvement, and the role of staff training and customer feedback. The research intends to provide valuable insights into how the Savoy Hotel can further improve its service quality and maintain its position as a leading luxury hotel.

PROJECT PROPOSAL ON SAVOY HOTEL
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TABLE OF CONTENTS
Task 2...............................................................................................................................................3
Project Title.................................................................................................................................3
Introduction / Background to the project.....................................................................................3
Research rationale........................................................................................................................3
Project Aim and Objectives.........................................................................................................4
Literature Review........................................................................................................................4
Importance of quality services in hospitality industry.................................................................4
Ascertain the ways through which quality services can be enhanced.........................................5
Contribution of quality services on performance of hotel...........................................................6
Recommend the strategies through which quality services can be improved.............................7
Intended Methodology.................................................................................................................7
Resource required and Action Plan.............................................................................................9
References......................................................................................................................................13
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TASK 2
Project Title
To analyse the importance of service quality services in practices of hospitality industry: A case
study on Savoy hotel.
Introduction / Background to the project
Research proposal is an intelligible summarised form of the whole research. Basically, it
focuses on the central issues which will be addressed in the research work. In general, it outlines
the area of study within which the research falls; however that needs to be integrated with the
current state of knowledge on the selected topic. Thus, in the present study, proposal will be
made with an attempt to analyse the importance of quality services for hospitality industry. Apart
from this, researcher will also be emphasizing on the ways through which quality services can be
delivered to the customers (Tellis and Johnson, 2007). Specifically, in this area focus will be laid
on quality methods that are usually adopted by the hospitality industry in the area of enhancing
service provision.
Regarding this, researcher will be focusing on Savoy hotel which is a luxury hotel located
in the Strand of Westminster in central London, England. The study will be important to all those
readers who aims to find out different ways through which quality aspects can be enhanced. For
the present research work Savoy hotel has been selected because the hotel needs to facilitate
more improvements in the service quality so that large number of customers can be attracted
towards hospitality services. Although, appropriate services are already there in the service list of
Savoy hotel; however then also in terms of improvement, it is being selected.
In the same area of concern, researcher will also emphasize on use of different secondary
sources which focuses on the section of literature review (Taylor, Bogdan and DeVault, 2015).
Quality aspects focuses on enhancing the effectiveness of services and for that different methods
are required to be used in the organization. Furthermore, in this context researcher has also
specified the ways through which aim and objective of the research work will be accomplished.
Research rationale
Quality is regarded as the most essential aspect of the business organization that involves
the use of suitable methods and ways through which value of services can be enhanced. Quality
is a much more comprehensive term which is usually used at the time of enhancing the
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effectiveness of services and it also aids in grabbing the attention of customers on higher extent.
Thus, in this respect the present research study will be emphasizing on importance of quality
facets for hospitality industry. Regarding this, researcher will be focusing on Savoy hotel which
is a luxury hotel located in the Strand of Westminster in central London, England.
The subsequent hotel is the first luxury hotel in Britain which has the provision of luxury
services. The hotel has also established an unprecedented standard of quality in hotel service
which aids in maximizing the attention of customers in different ways. In the present research
study, researcher will laid focus on importance of quality facets through which numerous
benefits can be acquired. At the same time, researcher will also use diverse secondary sources to
complete the section of literature review. The study holds crucial importance since it will
describe all the aspects that lies under quality standards.
The subsequent topic has been selected so as to specify the importance of improved
quality services in hospitality industry. The selected topic is being researched upon since
researcher wants to highlight the consequences of not adopting prominent service dimensions.
Service quality improvement is essential because that may lead to issues such as customer
switching to other brand, loss of brand image and negative promotion of business services.
Project Aim and Objectives
Aim
Main aim of the present research study is to analyse the importance of service quality in
hospitality industry: A case study on Savoy hotel. For the present research work, researcher will
be emphasizing on Savoy hotel because it is a luxury hotel; hence the importance of quality
dimensions will be analysed effectually in the research study.
The hotel has been selected because for a 5 star hotel, it is essential to facilitate
continuous improvement so that customer satisfaction rate can be enhanced. Moreover, in this
dimension benefits are also determined; therefore for longer time period continuous
improvement should be facilitated.
Objectives
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Several objectives will be framed in the research work so as to give appropriate direction
to the research work. Research objectives will be developed so that researcher can specify all the
aspects that are related to the research study. Objectives for the present study are discussed as
under:
 To analyse the importance of service quality in hospitality industry
 To ascertain the ways through which quality services can be enhanced
 To identify the contribution of quality services on performance of hotel
 To recommend the strategies through which quality services can be improved
Literature Review
Importance of quality services in hospitality industry
According to Anninos and Chytiris (2011) the service quality is very important for hotel
to attract more customers and retain the existing one with the business for the purpose of
increasing overall rate of return. This assists business to integrate all related activities and
address specific issues which are being faced by the business. On a critical note, in case
customers are not provided good quality of services then they decide to switch from one to
another brand. This aspect might affect the competitive edge of the business due to lowering the
down the revenue. Owing to this, focus is laid on continuous improvement in the services quality
by applying suitable strategies. This proves to be effective to cater the requirement of buyers and
increase their level of satisfaction to a great extent. Service quality holds more importance in
hospitality industry and in order to measure the same thing, it is essential for the managers of the
hotel to emphasize on SERVQUAL method. Under this method, defects and errors should be
removed from service provision so that it can have a positive impact on customer’s mind-set.
However, effective service quality is the only aspect for retaining the customers for
longer time span and enabling them to have appropriate word of mouth in the market. This in
turn business can effective accomplish its long as well as short term objectives. Hacklin and
Wallnöfer (2012) argued that companies incorporate the views and suggestions to update the
current service status so as to make the positive impact of the business in the marketplace. This
aids to meet the expectations of all related stakeholders and drive the valid outcome for its
sustainable growth. In this manner, maintaining appropriate quality of services is important for
betterment of the business and gaining the attraction of customers effectively. According to
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theoretical aspects, service quality means meeting all the determined standards of quality. This
needs to be integrated with the needs and demands of the customers. Therefore, in this realm,
services should be error and defect free so that it can enhance the service standards of hospitality
practices.
Ascertain the ways through which quality services can be enhanced
Hirigoyen and Labaki (2012) reflected that service quality is the procedure wherein it is
essential for the service provider to confirm that client’s expectations are being met in all
domains. Service quality also drives the entity to develop the value of services through
facilitating continuous improvement.
Quality of services is the most important aspect which contribute towards the success of
the business by applying several strategies. For this purpose, business or hotels ensure to apply
suitable approaches such as taking feedback from customers and applying the same in the
procedure of implementation of modified services. It aids to increase the operation of the firm as
number of customers will be increased. On the other hand, service staff is provided timely
training regarding the elements or criteria to make the customers satisfied. In this regard,
workforce are also invited under the decision making procedure. This aspect facilitates to support
them in building quality gateway along with inclusion of higher quality of personnel or service
staff.
According to Makarova and Sokolova (2014) quality standards such ISO, total quality
management are Six sigma are effective approaches used by the operation department of the
business. This would be effective to bring necessary improvement in the existing working
practices and contribute towards the success of the business for longer time span. Not only this
but the aspects related to quality management are supported by operational department and many
others too. It assists hotels to implement the changes on right time. Moreover, service quality can
be improved through survey method under which customers are asked to rate the services of
hotel. They are also invited to provide the suggestions. It proves to be effective to encourage
them to make the purchase decision in the respective hotel. Thus, quality standards can be
strengthen for better performance of the business. There are several standards being determined
for the purpose of managing hospitality services; hence in such context various legal
certifications are being developed. Moreover, hospitality industry should also emphasize on
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developed services so that quality norms can be enhanced.
Quality holds more importance in hotels because this is the only base through which
success and profitability aspects can be enhanced. At the same time, quality conscious customers
help the hotel in promoting the services on higher extent. With the help of quality, hotels can
maximize its market share and for longer period, the hotel can retain in the existing market share.
Therefore, it is clear that quality associated services can only assist the hotel to enhance the focus
of customers towards the services (Makarova and Sokolova, 2014). However, quality enhances
the financial capability of the hotel entity as more and more customers can be attracted towards
the same service dimension.
Success of hospitality sector is dependent over quality work style because it advances the
level of services and customer satisfaction. In order to have better quality services the hospitality
sector needs to ensure that work standards are maintained according to six sigma model. It assist
in make sure that business is having continuous development which allows to advance
sustainability (Mok, Sparks and Kadampully, 2013). Profits in the hotel industry are directly
related to the number of rooms that are filled every day. It means the room service quality
through application of quality standards need to be advanced. From the maid who tidies up the
room to the front desk, maintenance staff and general manager, employees working in hotels
must undergo continuing training. This is also useful for the purpose of ascertaining the
contribution of appropriate quality in service areas. At the same time, this will not only enhance
the standard of services; but also it will encourage more customers to get amenities from the
same service provider.
Contribution of quality services on performance of hotel
As per the opinion of Malhotra and et. al. (2013), quality services are considered as
crucial task which helps in improving the products or services available in business so that
success could be attained. Thus, businesses are required to undertake total quality management
system which helps in raising the quality of services so that performance of hotel could be raised.
Through improving the performance it helps in satisfying the needs and wants of customers and
thus overcome their issues so that appropriate changes could be done. Also, it is crucial for firm
to identify the services provided by competitors and thus improve their services as well as so that
tough competition could be given. It can be evaluated that contribution is considered as one of
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the effective measures which helps in enhancing the quality services and thus performance could
be raised within hotel.
However, Sultan and Yin Wong (2014), argued that contribution of such factor helps in
enhancing the brand image of firm in market. Improving quality services helps in improving the
performance of hotel and thus brand identity of organization could be enhanced which helps in
improving their performance. Improving service quality helps in performance so that appropriate
quality services could be rendered within business. It is one of the main objective that helps in
improving the performance of business in target market. For instance, if firm provides high
quality services to customers as compared to rivals than it helps in improving their performance
so that improvements within firm could be attained. However, there are various challenges that
affects the service quality and that also impacts long term sustainability and competitive
advantage. For instance – difference in service quality in all the branches of the hotel.
Therefore, it can be said that quality aspects are required to be adopted so that issues and
challenges related in the business can be resolved. This is also crucial in terms of amending the
customer base and at the same time, profitability and success aspects can also be improved
subsequently. In this way, it can be said that delivery of quality services can assist the hotel to
enhance the service provision and also to enhance the level of innovation and creativity. Thus,
the above mentioned section clearly showcases that quality services has a direct impact on
hotel’s performance. Better emphasis on service quality helps the hotel in enhancing customer
satisfaction and at the same time, it can also enhance the ratio of customer loyalty. Thus, almost
every hotel entity emphasises on the same thing.
This not only increases existing customer base; but also it drives them to promote the
services to other people as well.
Recommend the strategies through which quality services can be improved
As per the view of Sweeney and et. al. (2016, adopting effective strategies that helps in
enhancing quality services so that it could be improved in terms of measuring success. Thus,
providing training and development session helps in encouraging workers so that they could
render quality services and enhance performance of hotel in market. Further, adopting such
strategies results in enhancing quality services so that improvement within business performance
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could be attained. Therefore, management of firm focus upon adopting quality services and
improve the same as compared to present so that they could retain loyal customers within firm.
However, Mok, Sparks and Kadampully (2013), argued that business should implement
appropriate strategies and thus enhances the quality services within business in regard improve
their performance and thus best results could be attained. Main objective of hotel should be
focused upon adopting effective strategies so that quality services could be improved and thus
performance of firm could be enhanced. With the help of using appropriate methods firm results
in raising its business operations and thus improve their success. Improving service quality
results in raising the standard so that best performance could be attained in market. With the help
of using effective strategies it helps in experiencing quality management services within hotel
and thus raise their performance so that success could be attained. In this domain, strategies can
be developed such as focus on quality variables, better services to the customers, emphasis on
brand awareness and etc. These strategies will also aid in encouraging the service capability.
Intended Methodology
Research methodology is regarded as a process through which specific information about
the subject matter can be collected by using various sources. Methodology is considered as a
systematic and theoretical analysis of the methods that are being applied in the research
procedure. The most important aspects of the research study is research methodology section in
which researcher specifies different methods and tools that aids in reaching towards the basic
aim of the study.
However, it does not set out specific solutions for the research study; but at the same
time, it underpins theoretical aspects which shows the relevancy of diverse methods. Hence, it
can be said that research methodology is the process of collecting information and data for the
purpose of taking different decisions (Smith, 2015). In order to reach towards the aim and
objectives of the research study, researcher will be focusing on several methodologies which will
be stated in the below section.
Research approach: Research approach is categorised into two different parts such as
inductive and deductive and in the subsequent research work, researcher will be using inductive
approach because it allows the researcher to propose theories at the end of the research process.
Thus, in such respect no theories would apply in inductive studies especially at the beginning of
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the research. It will be used in the research procedure because it is based on learning from
experience (Pyzdek and Keller, 2012). Inductive research approach will also be selected because
it initiates with observations and at the end theories are proposed through association with
research process. Inductive will be selected in the research study because the study starts with
observation and afterwards theories are proposed towards the end of research process. It will also
be used because it is based on learning from experience.
Research approach: This specifically deals with the source, nature and development of
knowledge. It is chiefly used in the research procedure because it aids researcher to enhance the
scope of knowledge and at the same time, it also assists in completing the study with
knowledgeable aspects. This section of the methodology focuses on generating knowledgeable
aspects about the subject matter prior completing the research process.
The types of research philosophy are Positivism and Interpretivism and in the present
research study, investigator will be selecting Interpretivism philosophy because that is based on
social dimensions. It will also be used in the research study because the approach is based on
naturalistic aspects of data collection. Researcher will be focusing on this philosophy because it
focuses on secondary data research. In this respect the present research study will be using
Interpretivism philosophy because that will allow the researcher to interpret research elements in
the study on diverse basis. Further, it will also be used because it will assist the researcher to
focus more on social phenomenon.
Data collection: Thus, specifying the methods, researcher will be using both the sources
(primary and secondary) of data collection. Under primary source, data will be collected through
conducting survey and questionnaire will be provided to the participants through emails.
However, on the other hand, under secondary source research will be using books, articles and
journals that will assist in completing the section of literature review. The categories of data
collection are primary and secondary and in the present research study, both will be used
(Panneerselvam, 2014). Under secondary source, books and journals will be used so that to
complete the section of data analysis. Moreover, under primary source, researcher will be
conducting survey and questionnaire will be given to the employees of Savoy hotel so that they
can give their opinion about importance of quality services. In this respect, sample size for the
present research study will be 20 employees of Savoy hotel.
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Sampling: Sample size will be determined on the basis of random sampling technique
and sample size for the present research study will be 20 employees of Savoy hotel. They will be
provided questionnaire. Sampling is regarded as the procedure through which specific people
from the population can be selected to participate in the research study. There are several
methods through which the process of sampling can be carried out such as probability sampling
and non-probability sampling. In the present research study, random sampling technique has
been used to select the sample size. This is also known as purposive sampling in which different
staff members are being included so that they can specify the effectiveness of quality services.
This is also useful for the purpose of collecting specific data about the subject matter. At the
same time, interview would also be conducted from the managers of different departments.
Data analysis: Further, order to analyse data, researcher will be selecting Qualitative
technique so that on the basis of Thematic analysis, each and every aspect of collected data will
discussed prominently. In addition to this, pie charts tables and graphs will also be prepared
simultaneously. Data analysis is considered as the most important section of the research study
which chiefly focuses on analysing the data which is being collected from the participants.
Ethical consideration: Researcher will also be using several ethical aspects and under
that focus will be laid on maintaining confidentiality and secrecy aspects. Along with this,
researcher will use all the germane and relevant methods so that value of research work can be
enhanced accordingly. In the same manner, researcher will also emphasize on seeking consent
from the participants so that value of research could be enhanced (Flick, 2015).
Resource required and Action Plan
Activity Week
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Writing
Research
Proposal
Reading
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Finalizing
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