Service Concept Assessment for Tower Hotel and Hotel Café Royal

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.

The Service Concept
Assessment - journal
and Individual Report

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
requests to get service from suppliers or choose self service option. At this stage, 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:

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
different individuals by recording their perception regarding a particular aspect. 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 service encounter. Here, the information is of 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 time of service encounter with Hotel café royal, it is monitored that the
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

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 appropriate benchmarks 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
a Profiling Method. In 2018 40th Annual International Conference of the IEEE
Engineering in Medicine and Biology Society (EMBC) (pp. 5749-5752). IEEE.
Kamaya, M., 2018. Optimization of inspection interval by applying performance based
maintenance concept. Assessment of change in failure probability by 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. In Handbook 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.

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. In Tezele 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

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 implement performance objective theory of 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

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 implementing 7 P’s of service marketing. In this context,
products is the food 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:

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.