SDM404 Service and Design Management Assignment
Added on 2020-05-03
11 Pages2989 Words181 Views
Running head: SERVICE DESIGN MANAGEMENT Service Design ManagementName of the Student Name of the University Author’s Note
1SERVICE DESIGN MANAGEMENTExecutive SummaryAn effective case scenario has been provided based on the service quality and operationprocess of Fraser-Bolling Hotel. With the help of SERVQUAL, an effective multi-dimensionalresearch instrument, the business expert of Fraser-Bolling Hotel has focused to critically analyzethe five major components for maintaining service quality. The components include assurance,reliability, tangibles, empathy and responsiveness. In addition, the study has focused to makedetailed overview about the impact of service management for leading the business processsuccessfully in the hotel industry. At the end, major recommendations based on new servicemanagement strategies to improve the customer experience have also been presented in thisspecific study.
2SERVICE DESIGN MANAGEMENTTable of Contents 1. Introduction:.............................................................................................................................22. Evaluate key hotel service quality dimensions demonstrated at Fraser-Bolling Hotel..............23. Analyze existing service management strategies....................................................................44. Recommend modified or new service management strategies to improve the customerexperience...................................................................................................................................55. Conclusion:..............................................................................................................................6Reference List:............................................................................................................................8
3SERVICE DESIGN MANAGEMENT1. Introduction:SERVQUALis a multi-dimensional research instrument that is designed for capturing theconsumer’s expectations and perceptions of a service along the five dimensions. The fivedimensions include assurance, reliability, tangibles, empathy and responsiveness. The successof business in a hospitality industry is highly dependent on the service quality. Along withmaintaining the quality of product the business experts have to focus on service quality in order todraw the attention of customers from different geographical backgrounds. This very specific studyprovided in-depth analysis about the service quality of Fraser-Bolling Hotel based on thedetailed overview of case study. As per the case scenario it has been observed that Fraser-Bolling Hotel has already achieved immense recognition due to its effective operation process.This specific hotel is constituted with 200 rooms of different configurations and 15 suites,features an all-day café dining, a wellness spa and a well-equipped business centre. In addition,Fraser-Bolling Hotel provides moderate to high level of services to the customers. Thisparticular hotel is comfortable with both the moderate cost of customers as well as high costcustomers. After evaluating the entire case study it has been observed that the serviceproviders are well trained in dealing with the different level of customers. People after visitingthe place do not have to wait for a long time in order to receive the services. At the same time, itis realized as a guest experience manager that Fraser-Bolling Hotel should bring some majorchanges in order to make their entire service process faster and more effective. 2. Evaluate key hotel service quality dimensions demonstrated at Fraser-Bolling HotelAs already stated, hotel quality dimension is constituted with five major components thatinclude assurance, reliability, tangibles, empathy and responsiveness. While capturing theneeds and desires of customers SERVQUALmulti-dimensional research instrument primarilyfocuses on those five major factors. Assurance:This specific dimension indicates that the experience and skill of an individual serviceprovider should be captured in the mind of customers. In many cases it has been observed that aparticular service provider is efficient enough in terms of managing the customers. Still the individualfails to portray that competency in front of target market due to the lack of presentation skill. In thiskind of situation, the customers get the lack of assurance from the service providers. Fraser-Bolling
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