Service Concept Assessment for Tower Hotel and Hotel Café Royal
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This report assesses the service concept of Tower Hotel and Hotel Café Royal in the hospitality industry. It covers the 3 stage consumption model, performance objectives, methodology, results, discussion, conclusion, and recommendations.
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The Service Concept Assessment - journal and Individual Report
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Table of Contents Introduction.................................................................................................................................................3 Review of the courses concept....................................................................................................................3 Methodology...............................................................................................................................................6 Results.........................................................................................................................................................6 Discussion...................................................................................................................................................7 Conclusion...................................................................................................................................................7 Recommendations.......................................................................................................................................8 References.................................................................................................................................................10 Appendices................................................................................................................................................11 Journal entries........................................................................................................................................11
Introduction In hospitality industry, service encounters play a major role in influencing the overall experience of guests. Positive experience during service encounter creates a positive mind set of guests regarding the company. On getting positive experience, individuals not only visit to the particular hotel rather they also recommend it to others(van den Beukel and van der Voort, 2017). For this purpose, the two companies which are being considered in the present report such as the tower hotel and Hotel café royal are working in the hospitality industry. The tower hotel is a renowned hotel of UK which offers stay facility to the customers whereas Hotel café royal offers stay and food facility to the guest. During the service encounter of the tower hotel, I found that they are lacking in terms of post service interaction which affect my overall experience with the respective brand. On other side, I found that Hotel royal café is not offering quality services and food to guest which influenced my overall experience during service encounter. The study will cover concept of operation and marketing in context of the respective companies. Further, methodology, results and discussion will also include in the give study along with the suitable recommendations to make further improvements. Review of the courses concept 3 stage consumption model Pre-Purchase Stage:In service consumption, the first step is pre-purchase wherein customers seek for the necessary information. Here, they evaluate the information in order to take suitable decision of whether to avail or not avail the services. At this, customers are likely to make detailed research so that they can get take the best possible decision(Malmborg, 2019). For this purpose, they visit the website of company and also take information from friends & family. In context of the Tower Hotel, they implement the respective concept where they offer maximum details to the customers in order to make a meaningful decision. Service Encounter:After gathering the information, the next step is service encounter where the service provider and receiver interact with each-other. This is the most important stage as it affects the overall perception of the customers regarding the company. Here, either customer requeststogetservicefromsuppliersorchooseselfserviceoption.Atthisstage,the
organization is required to ensure that guest receive the best possible experience so that they visit frequently(Slootweg, 2021). In reference of The Tower hotel, they ensure to fulfill all the necessary requirements of customers during interaction phase. For this purpose, staff of the hotel also interacts with guest in the best possible way. Post encounter stage:It is the final stage which occurs when the customers have been availed the services. It is basically the evaluation of service performance and also affects the overall satisfaction level of the customers(Yankovska, 2021). In context of the respective company, they are lacking in terms of post purchase satisfaction which negatively influence the experience of guest. 5 Performance objectives: It is a theory which is often used in the field of operations management. In this context, there are five major objectives of operations management which are used in order to enhance the overall productivity and efficiency of business. These objectives are mentioned below:
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Quality:Quality refers to meet with the expectation level of customers which cause satisfaction or dissatisfaction to the customers. In service industry, quality is the most important aspect which can put a major impact on the level of satisfaction of guests(Kamaya, 2018). In context of Hotel royal café, there is issues of quality of food they are serving which affect my service encounter in a negative way. Speed:It refers to minimizing the time of customer requesting for product or service or their delivery to them. High speed of delivering services help in enhancing the overall experience of the customers(Honka and et. al., 2018). In case of Hotel royal café, they ensure to serve the guests in timely manner in order to make them satisfied. Dependability:It is about fulfilling the promises made by customers. A company is considered dependable when they fulfill their promises and commitments. It enhanced the trust of customers in the business and also save time & money in operations(Melhuish, 2019). In reference of Hotel royal café, they are lacking in terms of fulfilling their promises and commitments made with the customers on terms of quality. Flexibility:In business, flexibility is all about making alternations in the operations in terms of responding towards changes. In this context, the company can evolve new range of services in order to meet with change in the preferences of customers. Here, the flexibility can speed up the response, save time and cost(Vargo and et. al., 2017). In context of Hotel royal café, they alter the operations in order to meet with the shift in needs and requirements of guests. Cost:It is one of the most important objective which make it possible to reduce down the overall cost. If cost of the overall business operations is lower, the lower price can be for the customers. In addition to this, it is the fundamental element of competition which make an entity enable to stay competitive and unique in the industry(Georg, Schirpke and Rüdisser, 2019). In context of Hotel royal café, they charge adequate amount of price in return of the services and facility they offer. However, they fall under the premium service provide which can only afford by upper class people.
Methodology To evaluate a particular situation, it is imperative to collect necessary amount of data. Here, data helps in gaining detailed understanding about a particular topic or scenario which further assists in making suitable decisions. There are several sourced of data collection such as interviews, observation, surveys and more. In interview, the information is gathered from differentindividualsbyrecordingtheirperceptionregardingaparticularaspect.Here, observation is about observing the surrounding to collect necessary piece of information to reach at meaningful conclusion. Apart from this, surveys are also undertaken to collect adequate amount of data & information(Robinne and et. al., 2019). I collect necessary amount of information to reach at final conclusion. To collect the information, I visited to The Tower hotel. I stay there for 2 days and observe their services. I realized that they are not likely to stay connect with the guest post serviceencounter. Here, the informationisof my personal experience. The information regarding Hotel café royal has been gather through my own experience. I visited to the respective hotel with my family and realized that the quality is not as they promise. Therefore, the information is majorly based on the observation and my own personal experience which will help me in making meaningful conclusion in an efficient manner. Results Through the research conduct on the two hospitality organizations, it is found that these companies are doing really well in ample of areas. However, they are lacking in certain aspect which might affect the overall service experience of the customers. The first company is The Tower hotel that is a well-known organization of hospitality industry. It offers rooms, staying facility, free WI-FI, food and more to guests. They have own websites where customers can get necessary amount of information. Through this information, customers can take easy decisions whether to avail or not to avail their services. They also make sure to provide better and effective serviced during encounter stage. Here, they appoint efficient and well-qualified staff to address the queries of customers in an efficient manner. However, it is found that the entity is lacking in terms of post service encounter activities. In terms of the another firm, Hotel royal café, they are offering food and stay facilities. Here, they are charging premium price from customers due to their higher brand image. However, they are lacking in terms of quality which affects the overall
experience of guests profoundly. Lack of quality is creating a negative influence on the guest of the respective entity. Discussion During the service interaction with the tower hotel, it is found that the company is good in terms of quality, cost, stay facility and more. They provide sufficient information on the website so that guests can take suitable decisions to avail their services or not. Apart from this, they also address the queries of the customers effectively through well-educated front office people. I realized that the company is not doing well in terms of post service interaction. They are not likely stay connect with the customers after check out. In addition, they do not provide necessary information, greetings to the customers occasionally which is affects their ability of formulating loyal customer groups. It is one the major issues for the company that will influence their competitive position in the market place. At the timeof service encounter with Hotel caféroyal, it is monitoredthatthe organization is performing really well in terms of various performance goals of operations management such as speed, flexibility, cost and more. However, they are not able to fulfill their promise regarding the quality of food and services. I do not have a good experience regarding the quality of their services which affected my overall experience with the respective organization. It is one of the major issues that might hamper the reputation of brand. It is imperative for the entity to resolve the quality issues in order to build trust among the customers. Conclusion From the above-mentioned information, it is concluded that service encounters play a major role in influencing the overall experience of guests in hospitality industry. Positive experience during service encounter creates a positive mind set of guests regarding the company. The above study is based on my service encounters with two major hospitality organizations such as the tower hotel and Hotel royal café. There is discussion regarding 3 stage consumption
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model and performance goals in operations management. Further, necessary recommendations have been included to enhance the overall service encounter experience. Recommendations The Tower Hotel: It is analyzed that the company is facing issues of lack of post service encounter interaction. To address these issues they can implement necessary recommendations which are outlines below: It is suggested that the organization needs to appoint well-qualified and efficient staff to perform the duties of post interaction. These individuals will be responsible to stay connect with the audience through suitable mediums. In this context, the company can use effective CRM practices which will help the employees to stay connected with the guests in an efficient manner. It will enhance the overall experience of guest with the brand that will prove beneficial for future period of time. The company is required to stay connected with guests with social media platforms. Here, they can take the reviews and feedbacks from the customers which will help in making further improvements. Apart from this, they also need to keep the customers updated with their recent offers and services for future betterment. Hotel café royal: In Hotel café royal, the major issue is related to quality. It is directly affecting the brand image of the organization. In this context, they need to implement the below mentioned recommendations: It is suggested that Hotel royal café needs to use different operations management tools to improve the overall quality. Here, they can implement tools such as TQM and Six Sigma which are specifically for quality. These tools help in checking the quality of production at each and every stage so that higher quality end products can be produced. The company is required to set necessary benchmarks to evaluate the quality aspects regularly. For this purpose, they need to set appropriatebenchmarks and then compare the actual quality with set standards in order to take necessary corrective actions. It will
not only improve the overall quality of service but also enhance the experience of the customers.
References Books and journals Georg, F., Schirpke, U. and Rüdisser, J., 2019. Application of the Ecosystem Service Concept in Social–Ecological Systems—from Theory to Practice. Honka, A., Vainikainen, S., Similä, H., Mattila, E., Leppänen, J., Kinnunen, T. and Ermes, M., 2018, July. Citizen-Centric Web-Based Health Profiling Service: A Service Concept and aProfilingMethod.In201840thAnnualInternationalConferenceoftheIEEE Engineering in Medicine and Biology Society (EMBC)(pp. 5749-5752). IEEE. Kamaya,M.,2018.Optimizationofinspectionintervalbyapplyingperformancebased maintenanceconcept.Assessmentof change infailureprobabilityby probabilistic fracture mechanics.INSS Journal,25, pp.51-62. Malmborg, K., 2019.How on Earth: Operationalizing the ecosystem service concept for local sustainability(Doctoral dissertation, Stockholm University). Melhuish, K., 2019. The Group Theory Concept Assessment: a Tool for Measuring Conceptual Understanding in Introductory Group Theory.International Journal of Research in Undergraduate Mathematics Education,5(3), pp.359-393. Robinne, F.N., Gallagher, L., Bréthaut, C. and Schlaepfer, M.A., 2019. A novel tool for measuring the penetration of the ecosystem service concept into public policy.Ecosystem Services,36, p.100914. Slootweg, R., 2021. Ecosystem services in strategic environmental assessment: an integrating concept in a world of silos. InHandbook on Strategic Environmental Assessment. Edward Elgar Publishing. van den Beukel, A.P. and van der Voort, M.C., 2017. How to assess driver's interaction with partially automated driving systems–A framework for early concept assessment.Applied ergonomics,59, pp.302-312.
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Vargo, S.L., Lusch, R.F., Akaka, M.A. and He, Y., 2017. Service-dominant logic: A review and assessment.Review of marketing research, pp.125-167. Yankovska, T., 2021. Compliance audit as an audit service: concept and essence. InTezele celei de-a 74-a conferinţă ştiinţifică a studenţilor(pp. 215-215). Appendices Journal entries Student Number: Journal Entry Number: 1 Name of Firm: The Tower hotel Type of Service: Hospitality services Date of Encounter: January, 2021 Time of Encounter: 16.00 Very briefly, describe the business: The tower hotelis a prestigious hotel which offers facility of comfortable stay and food. They also provide services of Spa, resorts and more by having number of hotel and resorts chain globally. How would you rate your level of satisfaction with this encounter?(Scale of 1-7 where 1 is extremely dissatisfied and 7 is extremely satisfied) I would like to give 6 rating to The tower hotelas I am highly satisfied with the services that are being offered by the respective organization.
Apply relevant marketing and operations concepts/theories from the lectures to your service encounter:(briefly describe the concept and its purpose as it applies your service encounter) In the given context, I will apply 3 stage model of consumption that include various stages such as pre-purchase, service encounter and post encounter stages. This is a widely used model in the field of service industry. The pre-purchase stage is the initial stage where a customer collects information regarding the company. In the second stage, there is interaction between service provider and receiver which helps the customers in making a perception based on the experience they get during the interaction. At last stage, hospitality company is required to stay connected with audience to make long-term relations. Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter Quality services which I liked the most about company. Prime location of the The tower hotel which can be easily found. However, I found that they are lacking in terms of post-encounter interaction. Present evidence or data collected from the business that applies to the concept/theory: The organization ensures to provide the utmost positive experience to the customers during the interaction. When I search for Travel nations, I found ample of positive reviews due to the service quality of the company. During my stay, I was completely satisfied with their services, nature of staff, use of online techniques for check in and check out. Although, they are not likely to stay connected with me post encountering which felt me that they are not highly concern regarding the experience of the customers. What does your analysis, using the marketing and operations course concepts/theories, tell
you about the company? With application of 3 stages consumption model, I get to know that The tower hotel is doing really well in terms of customer services and experiences. The staff of the organization is highly efficient and well-qualified in dealing with the customers. Apart from this, they have wide presence globally which makes it easy for the guest to avail their services. Front office department of the entity ensures that guest receive the best possible services. However, the company is lacking in terms of post service encounter interaction that might affect their overall brand image and reputation at work place. Student Number: Journal Entry Number:2 Name of Firm: Hotel café royal Type of Service:Stay and Food Date of Encounter:February, 2021 Time of Encounter:14.00 Very briefly, describe the business: It is one of the well-known hotels of UK which has a large restaurant to fulfill the food and beverage requirements of the customers. How would you rate your level of satisfaction with this encounter?(Scale of 1-7 where 1 is extremely dissatisfied and 7 is extremely satisfied) 4
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Apply relevant marketing and operations concepts/theories from the lectures to your service encounter:(briefly describe the concept and its purpose as it applies your service encounter) In the given scenario, I will implementperformance objective theoryof operations management. According to this theory, the major important performance objectives are quality, speed, dependability, flexibility and cost. Presence of these objectives is important in order to transform the entire business and enhance the productivity and overall efficiency. Here, quality shows the quality of services whereas speed is related with timely delivery. Dependability is when a company meets with its commitments and flexibility shows the alternation in the existing operations of the organization. Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter I liked quick and timely response of the company. Nature of staff was also good. However, the quality of food served was not up to the mark. Present evidence or data collected from the business that applies to the concept/theory: Through application of theory of performance management objective, It is found that the company is lacking in ample of areas. The employees of Hotel café royal are really supportive. They gave me proper response and addressed all my queries. The cost was also adequate hence. In addition to this, there were flexibility in terms of getting the prefer room, food and other services and one can easily make changes as per requirement. However, the quality of services was not up to the mark which ruined my overall experience with the company. The quality of their food was pathetic and need improvement. What does your analysis, using the marketing and operations course concepts/theories, tell you about the company? In terms of performance management objectives, the company is really doing well in terms of, cost, dependability, flexibility, speed. However, they do not serve quality food which is directly affecting the overall experience of the customers.
Student Number: Journal Entry Number:3 Name of Firm: ASOS Type of Service:Online fashion products Date of Encounter:June, 2021 Time of Encounter:14.00 Very briefly, describe the business: It is one of the largest online fashion retailer headquarter in UK. How would you rate your level of satisfaction with this encounter?(Scale of 1-7 where 1 is extremely dissatisfied and 7 is extremely satisfied) 4 Apply relevant marketing and operations concepts/theories from the lectures to your service encounter:(briefly describe the concept and its purpose as it applies your service encounter) To analyze this encounter, I will use the transformation model from operations management. It is a framework which is used to assess the different components of how organization performs different activities in order to fulfill the requirements of customers. Through dividation of necessary components, it is possible to start the analytical process for making further improvements. The three major components of this model are input, transformation activity and outputs. Here, inputs are used through transformation activity in order to create outputs. During my encounter, I faced a particular issues which can be resolved by effective implementation of the respective model. Using bullet points list three main issues that made you satisfied OR dissatisfied with this
service encounter Better user interface of website Less quality material which created a negative perception Taking long-time to deliver the products Present evidence or data collected from the business that applies to the concept/theory: The company is offering online shopping facilities. In context of the respective theory, they are giving experience which is an output and the people are transformed resource or input for the process. While ordering the fashion product online, I enjoyed a good interface where I products are categorized efficiently. However, I did not receive the product timely and also the quality was not good which negatively affect my overall experience. What does your analysis, using the marketing and operations course concepts/theories, tell you about the company? Through the effective implementation of the respective model, I found that the company is delivering various aspects which they promised earlier. Their website is efficient and easy to use. One can easily chose a suitable product by applying necessary filters. However, they are unable to deliver the products timely and the quality is also not up to the mark which affects the overall experience of the customers getting during the purchase. Student Number: Journal Entry Number:4 Name of Firm: 64 degree Type of Service:Food and beverages Date of Encounter:August, 2021 Time of Encounter:14.00
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Very briefly, describe the business: It is a restaurant which offers innovative and testing food to the customers How would you rate your level of satisfaction with this encounter?(Scale of 1-7 where 1 is extremely dissatisfied and 7 is extremely satisfied) 4 Apply relevant marketing and operations concepts/theories from the lectures to your service encounter:(briefly describe the concept and its purpose as it applies your service encounter) To analyze this encounter, I am implementing7 P’sof service marketing. In this context, products is thefood and beverages and they are offering serviced at reasonable price. The restaurant is located at prime location of UK and uses social media platforms for the purpose of promotion. Here, they appoint necessary staff to serve the customers. In addition to this, the process of serving customers is up to the mark. In terms of physical evidence, they use attractive interior designing, furniture and more. Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter Timely receiving and delivering the order I loved about the organization I liked their innovative and unique menu. However, the staff members were not efficient in dealing with guests. Present evidence or data collected from the business that applies to the concept/theory: During the implementation of 7’s model, I found that the product, price of the company are up to the mark. Majority of the aspects of marketing mix are being implemented by the organization in an efficient manner. I enjoyed the innovative and unique menu at affordable price. Also, the location of the entity is easily accessible. However, I was quite disappoint by the behavior of staff as they did not greet me and take huge time in taking my order. What does your analysis, using the marketing and operations course concepts/theories, tell you about the company? By implementing the theory of 7 P’s of marketing, I analyzed that the company is doing really
good in terms of various aspects such as product, price, place, promotion, physical presence and more. However, the analysis shows that 64 degrees is not able to provide an overall good experience to the customers due to lack of efficient and qualified staff members. Student Number: Journal Entry Number: 5 Name of Firm: Taggbox Type of Service: Example Provider Service Date of Encounter: December 2018 Time of Encounter: 15:30 Very briefly, describe the business: The Taggbox is considered to be one of the user generated content platform for the purpose to publish and create UGC campaign across the various marketing touch points. It helps in user engagement, brand trust, sales and awareness successfully. How would you rate your level of satisfaction with this encounter?(Scale of 1-7 where 1 is extremely dissatisfied and 7 is extremely satisfied) 6 Apply relevant marketing and operations concepts/theories from the lectures to your
service encounter:(briefly describe the concept and its purpose as it applies your service encounter) For the purpose of this encounter, I will basically apply the transformation model. This model is basically a tool used by the practitioners and academics in order to have the deep understanding of the several components that a company conduct and undertake different activities for the purpose to satisfy its customers. Through dividing the components which are necessary for the activities, the company can begin its analytical process in order to persuade improvement in the organization. The transformation model is basically divided into three major components that involves the transformation activity, inputs and outputs. In addition to that all the inputs which are involved in the transformation activity are used in order to create outputs. Furthermore, the inputs are divided into further transformational and transformed resources which are basically involves the things required for the implementation of changes (Yang and Yang, 2019). This model was chosen as it helped in dealing with problem in my encounter with the Taggbox, and also this model helped me in deeper understanding of the nature. Using bullet points list three main issues that made you satisfied OR dissatisfied with this service encounter The complex and confusing process created a problem. Use of inadequate and poor materials Supportive and Friendly staff Present evidence or data collected from the business that applies to the concept/theory:
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The organization focuses on producing an output through valuable experience which basically depicts that person are the transformed resource input for the entire process. Moreover, I was the output and transformed resource where I had the experience. In order to deliver the encounter, the organization involved one employee to greet me and to start the experience. After that I was asked to wait in the waiting room which are blessed with a light music and not so heavy lights. All these transforming resources also helped in providing me a pleasant experience. In addition to that I was offered bad quality food during my experience which created a negative impacts on my experiences. Other than that, the transformation process went really well. What does your analysis, using the marketing and operations course concepts/theories, tell you about the company? With the use of transformation model, I could be able to conclude that the organization is successfully offering various aspects of the encounter they actually promised. Moreover, the analysis also helped in analyzing the Tag box failed at giving the sufficient transforming resources in order to basically support the entire experience. In addition to that, the issues encountered have direct links with the concept of 7Ps and the products which were being offered are highly inadequate. However, the 7Ps are considered to be not the best tool used so far as the product needed to be divided into sub categories. In my opinion the product seemed to both unsuccessful in terms of drinks and foods and was successful in terms of experience.