Service Management Strategies

Running Head: SERVICE MANAGEMENT STRATEGIES
Service management strategies
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SERVICE MANAGEMENT STRATEGIES
Table of Contents
Introduction...........................................................................................................................................2
Evaluation of dimension of service quality............................................................................................2
Analysis of service management strategies:..........................................................................................3
Recommendations.................................................................................................................................5
Conclusion.............................................................................................................................................6
References.............................................................................................................................................8

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SERVICE MANAGEMENT STRATEGIES
Introduction
In the competitive climate, customer service is an essential element for the hotel. Hence, the
service quality dimension should be used by Craig Credence Hotel to get success in the
hospitality industry. Furthermore, hotel managers should have good knowledge regarding the
needs and preference of customers as it may lead to provide effective customer services. This
report evaluates the key service quality dimensions that are used in Craig Credence Hotel. It
also addresses and determines existing service management strategies of Craig Credence
Hotel. This report also recommends modified and new service management strategies that
may improve the customer service and experience towards Craig Credence Hotel.
Evaluation of dimension of service quality
In certain research, service quality is defined as the degree to which the service meets the
need and expectation of the customers. It is the overall impression of customers that contains
both weakness and excellence of services. But, the service quality is referred to as ‘what the
customer gets out and is keen to pay for’ as compared to ‘what the suppliers put in’. Hence,
service quality is demonstrated as the gap between the projected services and actual
perceived services (Erdem and Jiang, 2016). According to Zeithaml, Parasuraman and Berry,
there are five dimensions of customer services that are used to evaluate the service quality. It
is assessed by the SERVQUAL model. Hence, Craig Credence Hotel should focus on these
dimensions in an appropriate manner as it would be beneficial to create loyalty among
customers due to receiving excellent services.
These SERVQUAL dimensions are discussed as below:
TANGIBLES- this dimension contains the appearance of physical services, personnel,
communication material and equipment. Some of the customers have shared their feedback
that the rooms are a bit aged, but the location and the service make up for it. Moreover, “face-
lift” to the lobby and reception area was amazing. Therefore, on the reliability dimension of
service quality, Craig Credence Hotel scored low and was not positively succeed.
RELIABILITY- This dimension incorporates the ability to perform the promised service
accurately and dependable. Some of customers have responded that “Not impressed with the
room. It was too minimalist and lacked warmth. This may decline the reliability of hotel.
Some customers responded that Craig Credence Hotel offers added extras like free coffee in
the morning that may create reliability among customers. But, insufficient gatekeeper
declines its reliability.
RESPONSIVENESS- this dimension shows the willingness of employees to help the
customers and offer prompt services (Rahimi and Kozak, 2017). The Craig Credence Hotel