Quality Analysis in the Hospitality Sector: A Case Study of Hotel Blue Orchid

This article discusses the importance of quality analysis in the hospitality sector, focusing on a case study of Hotel Blue Orchid. It explores the challenges faced by the hotel in providing high-quality services and offers strategies to improve service quality. The article emphasizes the role of customer satisfaction, employee involvement, and continuous improvement in ensuring quality in the hotel industry.

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Marketing Services

Hotel Blue Orchid London, Services Marketing
Hotel Blue Orchid is a renowned hotel operating within the confines of hospitality sector,
nearby Heathrow Airport London. This entity is engaged in provision of modern as well as
compact facilities to its consumers. This hotel also offers a number of other facilities like shuttle
service to people to and fro to airport along with laundry and many other services. The hotel
industry within the confines of United Kingdom is constantly expanding to incorporate latest as
well as emerging technologies. Some of the most common technologies that have been adopted
by hotels across the globe until now are acknowledged to be Guest Apps, Face Recognition,
Automatic Check in & Check outs, smart technology, use of robots, Artificial Intelligence, Voice
search, Chatbots, SIP-DECT and many more. This elaborates the evolutionary phase of
hospitality sector in the modern era which creates opportunities for companies operating within
its confines to inflate their profits and sales.
Hospitality is considered as one of the fast growing industries which help a nation in
developing a strong economy. It provides a number of facilities which aids in provision of better
services to people, both at domestic as well as international level. Business of hotels pertaining
to hospitality organisations is mainly dependent on retention of loyal customers, especially the
tourists. Thus, in order to get high attention from the targeted audience, it becomes essential for
organisations to concern on quality of hospitality services provided to guests
Quality assurance becomes the most important integral component of hotels that helps in
proper design as well as stipulation of the services to customers. This ensures entailment of high
satisfaction from people who experience the facilities provided within the confines of hotel. In
context of Blue Orchid, it is one of the most well known hotels operating within the periphery of
London which has become famous over the course of time for its range of cuisines or wide
variety of dishes.
Due to fluctuations in demands placed by tourists, it becomes difficult for hotel management
to provide high quality services on cost effective rates. This consequently results in reducing the
retention of customers within that hotel. In this regard, it is important for the top management of
Blue Orchid to bestow its concern over analysis of service quality within the organisational
premises. This provides help to the entity in development of effective strategies which can gain
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the attention of large base of people and retain them. This also aids in creation of a loyal
customer base for respective hotel which leads to generation of high revenues as well as profits.
To a large extent, quality is regarded as the best tool to attain success and long-term growth
of business. It ensures stipulation of best quality services, influencing customers to carry out
repeat purchasing of same. On the contrary, poor quality offerings delivered by entities within
hospitality sector result in entailment of dissatisfactory behaviour from guests. In simple terms,
without quality assurance, management of Blue Orchid may fail to gain, both, customer
satisfaction as well as enhancement of their overall experience. This may result in losing
retention of them in the long run affecting the growth and success prospects of business.
The term quality analysis in context of hotel (hospitality sector) refers to review and
examination of services and products provided by an organisation to customers on the basis of
their quality. Quality can be ensured in the form of provision of good and tasty food of a wide
variety, stipulation of accommodations to guests, holding responsibility for their property and
proper safety and offering high standards of hygiene and cleanliness.
In hotel sector, quality is broadly depended on three main principles, namely, customer
satisfaction, high involvement or engagement on the part of employees and the continuous
improvement. All of these pre-mentioned procedures can together be accomplished by way of
systematic monitoring as well as evaluation of some aspects in context of products and services
offered by entity in market place. This would help in ensuring that the organisational offerings
meet the set standards of quality within hospitality sector.
To meet expectations and satisfaction level of customers, management of Blue Orchid needs
to set dimensions of quality first. This may help in identifying areas where it lacks to achieve the
delivery of quality. As a result of this, timely strategies can be framed and enforced within the
premises of this hotel. The dimensions of quality to be set by Blue Orchid include establishment
of standard (performance criteria); measurement of performance and making of comparison with
set standards and lastly, the execution of necessary corrective actions, if any.
Proceeding with all of the above stipulated dimensions, it has been evaluated the areas
where Blue Orchid has failed to meet customer expectation and satisfaction includes non active
engagement of employees due to lack of personal training, lack of high accommodation because
of shortage of funds and others.
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To gain a sustainable competitive advantage, retention of loyal customers and entailment of
attention of new ones are considered as the main factors for hotel industry. This can only be
possible by getting positive involvement and contribution of staff members, to offer timely and
best services to customers. But as Blue Orchid fails to get involvement of its employees, so this
becomes a major challenge in front of management to ensure stipulation of quality of services to
customer to meet their desired level of satisfaction.
The main reason that affects employee involvement is lack of personal training. Employees
belonging to Blue Orchid pertain to diverse set of national as well as cultural backgrounds. This
gives rise to a number of conflicts among staff members and reduces their ability for
collaborative working as well.
In this regard, if management of this hotel provides timely training to employees at
individual level, then it may reduce the differences persisting within personnel due to experience,
culture or knowledge gap. Along with this, offering training would also lead to enhancement of
sharing and collaborative skills in staff members, so that they can support each other and upper
level of management in providing quality services to customers. Furthermore, lack of trained
employees working within the confines of hotel, also tend to create issues in accomplishment of
needs and demands of target audience of Blue Orchid. This significantly impact upon the
reputation as well as brand value of business entity, in hospitality field of market place.
Another main issue that affects quality of products or services of Blue Orchid Hotel is
regarded to be shortage of funds. This tends to create challenge in front of this firm to diversify
its business from other hotels that offer highly satisfied services to customers. Along with this,
shortage of funds also creates issues in organizing desired training programs for employees in
order to train them for becoming able to offer high quality services to customers.
Lack of sufficient funds affects employee morale to a great extent. In such kind of condition,
respective firm seems not to be able to offer good pay scale and extra benefits. Such
compensation and incentive benefits are highly essential for the long term retention of employees
at work place. Along this this, management in such condition is also not able to motivate
employees to give their best contribution towards the achievement of business objectives and
goals in the long run.
Therefore, both issues highly impact on quality of services of respective hotel. There is dire
need for organization to improve the quality in a short period of time as guests are facing
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inconvenience and dissatisfaction as a result of this. This is even reducing the loyal customer
base of Blue Orchid and decreasing its revenue figures and profitability also.
To improve the situation of respective hotel, it is important for organisation to take some
corrective actions based on nature and extent of deviation from desired performance. The course
of action would help Blue Orchid in building the products and services as per intrinsic quality
assurance practice so that set standards of quality within hospitality sector can be met in due time
frame.
A hotel that is truly striving to build a “world-class” service culture will make every effort to
develop service standards that emphasize exceptional service for every customer. One of the key
factors that separate good service from truly exceptional service is consistency. Consistency
means repeatable course of action. A hotel manager with high quality services needs to be
confident in any given situation. Further, in that organisation, the staff members are aware of the
manner in which they have to react or act in a particular situation. Whether it’s in the morning or
afternoon or evening, whether it’s a weekend or a weekday, rain or shine, and regardless of
whom, the management as well as the staff needs to give their utmost contribution towards
development of an organizational premise whereby customers can derive high satisfaction.
In a sector whereby service is given the most importance, it is of high value for
organisations to deliver an effective experience to customers. In this regard, hotels such as Blue
Orchid can make use of innovative as well as unique technologies with a view to change the face
of the enterprise. These technologies also aid the enterprise in maintaining their products as well
as services as per the standards set within the industry in which it operates. Through the usage of
latest and emerging technological trends, the management of respective hotel can ensure that the
organisation provides a high quality experience to customers, thereby deriving high level of
satisfaction from them.
There are various measures that can be taken up by management of Blue Orchid to provide a
high quality experience to customers. One of the very first strategies that can be adopted by the
management of respective hotel is adoption of a customer oriented approach. For facilitating this,
the management needs to carry out constant market research in order to identify the latest and
emerging trends of people pertaining to a particular nation. By gaining knowledge of the tastes
and preferences of people at large, the firm can adopt measures through which it can provide an
experience which helps in attainment of maximum satisfaction from customers.
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Another strategy that can be applied by the management of Blue Orchid to deal with the
issue of quality is stipulation of training and development opportunities for staff members. This
would provide aid to the organisation in making the employees aware of the standards set within
the hospitality sector and the laws that need to be adhered to at all times. An increasing number
of hotels are seeing the benefits of blending traditional employee training methods with just in
time solutions like PSS (Performance Support Systems). Thus, the management of Blue Orchid
can also make use of this system to provide effective training to employees so that they can give
their significant contribution towards ensuring a quality stay for customers within the
organisational premises.
Performance Support is an application that uses visual recognition technologies to see the
PMS screen just as the user does, and constantly monitors the agent's activities to provide real-
time guidance. It can be designed to display balloon tips that are relevant to the agent’s open and
active window. These tips guide the agent on what to say to the guest, what questions to ask,
troubleshooting, and can also include alerts for critical fields or wrongly entered information.
To ensure effective contribution from all employees, it is essential that a positive working
atmosphere is created by the management of respective hotel. This will provide aid to the entity
in motivating the staff to put their best foot forward individually as well as collaboratively for the
stipulation of high standards offerings to people staying within the hotel premises. Through this
the firm will be able to develop a positive working culture whereby the opinions and views of
opinions are taken into account before taking a key decision for the long term growth as well as
survival of organisation at market place. It will inflate their participation in activities and
practices of hotel and tend to inflate their productivity levels for the welfare of Blue Orchid in
the long run.
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García-Villaverde, P. M., and. et. al., 2017. Determinants of radical innovation in clustered firms
of the hospitality and tourism industry. International Journal of Hospitality
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