Service Quality Assessment

This assignment focuses on the importance of managing and measuring service quality and the adoption of appropriate service quality management methods. It also explores the current service delivery practices of Canary Wharf Hotel and their impact on front-line employees and managerial implications.

Service Quality Assessment

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Importance of managing and measuring service quality and adoption of appropriate service
quality management methods......................................................................................................1
Current service delivery/practices of hotel and impact this will have on the front-line
employees, their engagement and also managerial implications.................................................5
Customer Feedback System (CFS) framework that hotel can utilise to monitor and continually
improve service quality................................................................................................................7
CONCLUSION................................................................................................................................9

INTRODUCTION
Service quality can be defined as service delivered to the customers that fulfil their
customers expectations is known as quality service (Helo, Gunasekaran and Rymaszewska,
2017). It is extremely important for the organizations to focus on the quality of service or
products that they provide to their customers as it helps them to increase their customers overall
satisfaction, their loyalty towards the organization by fulfilling their needs and requirements in a
proper manner. Companies need to ensure that they offer amazing services to their consumers so
that customer satisfaction can be raised that is better for business to gain success in the market.
In hospitality industry it is extremely important for the organization to focus on fulfilment of
their customers needs, requirements and desires as most of the customers of this industry focuses
on fulfilment of their needs and requirements and appropriateness and effectiveness of their
service quality (Gonzalez, Gasco and Llopis, 2019). This assignment will focus on a case study
of Canary Wharf Hotel which is a 3 star hotels. This hotel offers services to leisure and business
both kind of guests. Recently it is notices that services of hotel are very poor and consumers
have wait for longer duration a=when they have to check in or check out. When any kind of
quarry raised by guests then hotel staff tell them to talk to managers and managers do not give
them satisfactory reply on time. Report will explain significance of managing service quality.
Customer feedback system will be produced to improve service quality of business unit.
Managerial implications will be highlighted in this assignment.
MAIN BODY
Importance of managing and measuring service quality and adoption of appropriate service
quality management methods
Importance of managing and measuring service quality
Service quality is one of the most important things that every organization should focus
on. Organizations need to set some specific objectives in order to meet and adhere quality of
service that they provide to their customers (Rauch and et.al., 2015). There are various
approaches, methods or models that can be used by the organizations in order to improve overall
quality of their services and products. Management and measurement of service quality within an
organization is mostly done by quality control and assurance functioning. There are various

challenges that are faced by organizations when service quality comes into picture and most of
them are intangible in nature. In hospitality industry service and product quality is extremely
important for the customers. Whenever, a client buys a service or product they are mostly
concerned with the experience they are provided with and the outcome they will be getting from
that product or service. So it can be said that the quality of service is completely based on the
evaluation factors defined by the customers on the basis of their point of view. Whenever it
comes to the management of the service quality, it becomes quite difficult for the service
providers to manage the service quality in terms of customers point of view as most of the times
customer satisfaction level completely depend upon the level of quality service they are getting.
It is important for the service providers to define a structured process, to analyse, measure and
improve the overall service quality (Izogo and Ogba, 2015). This will help the service providers
to manage the overall service quality that they provide to their customers. This will help the
service providers to maintain their customers’ expectations and perception of their overall
performance. Proper measurement of service quality also helps the service providers to manage
their overall service quality. Quality products and services helps the organization to fulfil their
customers desires, wants and requirements and enhance their customers loyalty towards their
organization.
Measuring service quality - when it comes it ensure the overall service quality it is important to
exceed their customer’s expectations in order to satisfy them because if the expectations are not
meet then dissatisfaction level of customers will increase which will further affect their overall
loyalty towards the organization (Hapsari, Clemes and Dean, 2016). Service quality can be
measured by analysing five dimensions such as: responsiveness, assurance, empathy, tangible,
reliability. On the basis of these five factors service quality is measured. Reliability is a factor in
which ability of service providers to provide services in an appropriate manner as compared to
the quality they had promised to their customers. Empathy is a service providers sense of caring
and understanding customers’ needs and requirements. Tangible includes all the physical factors
that involves rendering of services such as equipment, facilities and overall performance of the
service. Assurance is the level of confidence that customers has on their service providers that
quality service will be provided in an appropriate manner. Responsiveness refers to the

promptness of service which is provided to the customers is able to respond to the customers
need properly (Ali and et.al., 2016).
Importance - Managing and measuring service quality is important because it helps the
service providers or organization in many ways. First and the foremost thing it helps in ensuring
overall quality of services and products (Dedeoğlu and Demirer, 2015). It is essential for
customer satisfaction as it helps in leading customer’s loyalty towards the organization. It also
helps the organization to create a product or service and design it according to the customer’s
needs, wants and desire (Gonzalez, Gasco and Llopis, 2019). Other than this it helps in
increasing overall productivity and revenue of the organization as well. Lastly it helps in
ensuring close coordination among the employees of the organization. All the above factors are
interrelated to each other which eventually helps in increasing satisfaction level of an
organization’s customers. So, for this organizations need to ensure that all the measures to
improve product or service quality are being fulfilled and management of service quality is being
done and ensured by the employees and managers of the organization. In order to manage the
service quality organizations, need to adopt a proper and appropriate service quality management
method which will help them to improve their service quality, product quality etc. It is important
for organization to manage their service quality because it helps the organization to satisfy their
customers, fulfil their needs and desires, maintain or retain their employees by decreasing the
overall employee turnover (Izogo and Ogba, 2015).
Recommendation of ways for adoption of appropriate service quality management
methods
There are various appropriate methods through which service quality management can be
adopted. Adaptation of these methods is important for organizations as it helps in ensuring
increase in overall business performance (Chen and et.al., 2019). Adaptation of appropriate
service quality management method indirectly affects the competitiveness of the organization
and competitive advantage that they can get from the maintenance of service quality. Currently
the overall service quality of the Canary Wharf Hotel is not good which is affecting their overall
customer satisfaction, decreasing customer loyalty, increasing employee turnover and many
other issues. So, it is important for them to adopt a proper service quality management method in
order to improve their overall service and product quality. This will also help them to resolve

further issues that the organization is facing currently. One of the most famous and commonly
adopted service quality management method used by the organization is Total quality
management method. Total quality management is a method which helps in considering ways in
which practise associated with the improving service quality are proper and effectivity or not.
This further helps the organization to improve the overall quality of their output, internal
practises, products and services as well. TQM method is most commonly used in most of the
organization for maintenance of quality of their products and services. TQM method comprises
of five phases: customer focus, planning process, process management, process improvement
and total participation. It is one of the most effective method that can be used by the hotel to
improve their service quality. TQM indirectly also helps the organization to enhance their overall
performance as well as performance of their employees. It is a structured approach which also
helps in bringing continuous improvement within the organization. Total involvement of all the
individual involved in this method and dedication of each individual helps in bringing
improvement and increasing customer satisfaction (Gonzalez, Gasco and Llopis, 2019).
Five phases which together increases effectivity of total quality management process. At this
phase’s hotel need to research about their customers’ needs and requirements from their end
products and services. This will help them to identify specification that they need to focus on.
This will also help the hotel to identify their customers demand and services that the organization
should focus on more. It is an important phase for Canary Wharf Hotel as they are a customer-
oriented organization whose main focus is to satisfy their customers and fulfil their needs and
requirement in an appropriate, effective and efficient manner (Hapsari, Clemes and Dean, 2016).
Based on this information, process planning is done in which all kinds of possible barriers are
identified and removed as per the identified specifications. Usage of all the resources is also
included in this phase. In process management phase production of products and implementation
of services is ensured i.e. either this production and implementation is done in an appropriate
manner or not. Next phase is process improvement, in this phase trouble shooting of all the
issues is done and ways in which it can be resolved is done. Last is total participation phase in
which involvement of entire workforce is checked in order to ensure the overall quality of
products and services. Adaptation of this method can help the hotel to improve their overall
service quality and will further help them to improve their overall service quality. There are

various other quality management methods that can be used by organization but out of all those
methods best method through which overall service quality can be improved is Total quality
management (Hapsari, Clemes and Dean, 2016). Will help the hotel to increase their efficiency
of managing and measuring the overall product or service quality in order to enhance their
customer experience within the hotel. This can only be done by focusing on fulfilling needs and
requirement of their customers so that overall customer satisfaction can be improved (Gonzalez,
Gasco and Llopis, 2019).
Current service delivery/practices of hotel and impact this will have on the front-line employees,
their engagement and also managerial implications
Current service delivery/practices of hotel
There are various services and practises that Canary Wharf Hotel provides to their current
but the overall quality of all the services and practices that they provide to their customers.
Firstly, all the services that are provided by the hotel will be indented and then all the services or
practices that are required to be improved will be identified (Daskin, Arasli and Kasim, 2015).
Current services delivered and practices of Canary Wharf Hotel are: they provide stylish suite
rooms to their customers in three different ranges that are: standard, premier and executive. They
also provide space for meetings, conferences, functions wedding’s etc. Other than this they
provide facilities such as spa, swimming pool, gym and many more. They provide food and
beverages facilities to their customers as well including bar, restaurant with all types of food and
beverages. But there are many services and facilities whose quality is not being maintained by
Canary Wharf Hotel. Customers need to wait for at least an hour for checking in. they are quite
poor in responding to their customers queries, feedbacks, requirements, needs etc. front desk
employees are way too much engaged in their own work because of which they do not respond
to their customers in a proper and effective manner. As the hotel is understaffed, they fail to
accommodate all the customers in a timely manner (Shamim, Cang and Yu, 2017). Response of
the management staff to the customers issues, problem and needs is quite slow. No doubt they
compensate for their poor service to their customers but the response or compensation is
provided too late when the customer leaves the hotel. Because of this the overall the overall
customer satisfaction and their loyalty towards the hotel is decreasing. Not only this it is also
affecting the front-line employees and their engagement towards fulfilment of their duties,

responsibilities towards the organization and customers (Pasamehmetoglu and et.al., 2017). As a
result of these poor services load on employees is increasing because of which employee
turnover is increasing, their customer satisfaction is decreasing.
Impact of these services on the front-line employees, their engagement
Various services offered by Canary Wharf Hotel has effected on the front-line office of the hotel,
as with the increase in the services has substantially increased the responsibilities of the front
office as various services which are offered by the Canary Wharf hotel has increased the working
responsibilities and maintenance of the services (Gonzalez, Gasco and Llopis, 2019).
There is an increase in services and evolution of banquet and conference halls which a
has increased the performance of the Hotel but substantially increased the burden on the front
office staff there are various responsibilities which are developed like booking and promotions
of the facilities generated, there are many responsibility in the form office which are not handled
by the front office. There arises a chaos which are not handled by the front office (Hewagama
and et.al., 2019). This service have increased the responsibility of the workers of front office has
increased and they are not able to take up the work well the things are not properly managed the
facility offered to the clients are not satisfactory which results in unhappy customers. There are
many situations where there are insufficient staff and the workload is increased on the working
staff where the staff are found unhappy as they are not paid for overtime. The management must
appoint the staff which are required there must be proper training carried out which can help the
workers in decision making. The decisions imposed by the higher authority must be able to be
fulfilled there must be a proper management developed which can help in defining the tasks
(Shapoval, 2019). The front office is versatile as they need to manage the service and quality of
the Hotel. Burden on front-line staff can be decreased by hiring a sufficient staff for front office
which are aware to manage the capability of the workers they must improve with the facility of
the workers. This will improve the facility of the work and decisions will improve.
Management department must focus on recruiting on the front-line staff and must add up
the workforce. There must be a defined tasks which needs to be carried out which can help in the
development of the front-line staff. There must be a proper management criterion developed
which can help in the development of the staff the things will be properly management which
can help in providing better facilities. There must be proper management and powers allotted

which can provide a safe working of the hotel even when the authority is not present the work
will be defined and management is carried out properly the quality of service will be improved
with the better working (Douglas, Button and Casey, 2016). By providing a better facility there
will be happy customers which can increase the efficiency of the Hotel.
There is an improper management of the services with the increased facility as the
services offered by the Hotel is not functioning properly the front-line must develop the work
with proper facility and the service which can help in the development of the strategies for better
functioning of the work (Gonzalez, Gasco and Llopis, 2019).
Managerial implications
1. Improvement in Hotel Reputation : As per case study of the Canary Wharf Hotel,
current behaviour of the manager are completely unprofessional. In every business
manager needs to follow all terms of the management but in this case the manager are not
put their 100% efforts in the management of hotel. Management needs to listen their
customer's problems but the hotel management are not give any satisfied response to the
customers. People are complaining about hotel's poor services, 1 hour wait to check-in
etc. but the management of the hotel are avoided them and not take any solution step
towards problems (Cornelissen and Lock, 2005). In this case management of the hotel
needs to hire some more employees in the hotel. So, the current hotel staff workload
become less. Then after all employees feel good at their work, and they acted good at
their duty. They become able to listen their customers carefully. These all reasons are
enough to improve the hotel reputation in the market.
2. Increase Employees Productivity : This management of the hotel is also responsible to
increase employees productivity in the hotel. Case study define how hotel waiters are
acted when customers say their problems towards hotel, waiters told customers to speak
to the manager. They are not understood their own responsibilities in the hotel. This all is
only happing because the management of the hotel is very poor. Management needs to
provide training to the all hotel employees. Management also needs to give them perfect
guidelines about their work in the hotel, and make strict rules to follow this all guidelines
at work.

3. Increase Profitability : The hotel manager only checks Trip Advisor Reviews once a
month, employees are not cared for hotel because they feel that there is no ownership,
they feel that they are not valued by management etc. These all are the reason to decrease
profitability of the hotel. In this case the management of the hotel also needs to take
opinion of the hotel employees, need to know want whet they actually want and why they
are acted like this (Leung and Young, 2002). These are the management responsibility to
take any productive action towards employees. Otherwise, this will allow the hotel staff
lose their customers and at the final result the hotel profit ratio also decrease but
employing proper managerial action can help in improving the hotel performance.
4. Decrease the chance of Business Failure : The chance of the business failure also
increase if these all behaviours of the hotel staff are not improve in the future. In the
business language “The customer is the king of the market”, many successful businesses
in the world are followed this term too seriously and always try to make their customers
full satisfied by their products and services. Management needs to understand their
responsibilities and try to run their all activities in proper way. These all are decrease the
chance of business failure.
Customer Feedback System (CFS) framework that hotel can utilise to monitor and continually
improve service quality
Customer Feedback System (CFS) framework that hotel can utilise to monitor
There are various kinds of customer feedback system that can be used by the organization
in order to manage and respond to their customers feedback in an appropriate manner. It helps an
organization to understand their customers in a better, efficient and effective manner (Wirtz,
2017). This kind of system is mostly designed and used by the organization to help customers of
an organization to share their feeling, thoughts and opinions about the organization’s services
and product quality and timeliness of the service or product which is provided to them. These
kinds of systems provides an insight to the organizations about their customers, wants, needs,
desires such that business or organization can bring improvement among themselves and can
work on improving their customers overall experience. It is one of the most important system
that can be used by Canary Wharf Hotel to monitor and continuously improve their overall

service and product quality (Gonzalez, Gasco and Llopis, 2019). There are many kinds of
Customer feedback systems that allows the organization to not only get feedback from their
customers but also allows them to get recommendations as well as suggestion from others as
well. Such kind of systems are designed or produced to address all kinds of limitations or issues
that are being faced by their customers. This will help in generating a deeper level of
understanding of customers needs for the organization which will increase their overall
understanding of their customers and on the basis of this they can being all the chances that are
required to be made within the services or products (Priuttc, 2017). This will also help Canary
Wharf Hotel to continuously work on improving their overall service quality. This system is
designed in such a manner that it can be used by both the customers and the employees of an
organization. It is also helpful for the organization in gaining understating about buying habits of
their customers, their preferences and on the basis of this information they can bring
improvement within their strategies that are currently used by them.
Customer feedback system produced by the Canary Wharf Hotel can be used to analyse
all the information gathered by the customers and identify scope areas in which they can bring
improvement (Gonzalez, Gasco and Llopis, 2019). This system can also help them to track all
whether all the issues or feedbacks of the customers are being focused on and resolved or not. On
the basis of this information they can initiate a process through which accountability of
customers problems can be done by evaluating and analysing customer’s feedback and response
(Hu, Chen and Lee, 2017). This will help the organization to get in touch with their customers in
a better manner and enhance their overall satisfaction level of their customers. This will also help
the organization to fulfil their customers needs, wants and desires in a proper and effective
manner. So that overall service quality is improved in a proper and effective manner. This
provides the organization with time period to focus on their issues such as employee turnover
and ways to deal with it.
Customer feedback system framework – This system helps in increasing the overall
loyalty of customers towards the organization (Gonzalez, Gasco and Llopis, 2019). It should be
designed parallel to the customer’s journey with the organization so that trust and loyalty of
customers can be earned. Hotel can utilize this framework to bring improvement within their
products and services. This CFS framework will help the organization to understand their

customers issues, needs, requirements and expectation from the hotel. This framework consists
of following steps. First of all customers provide their feedback regarding the services and
quality of the products or services to the organization (Gonzalez, Gasco and Llopis, 2019). All
the feedbacks of the customers will be recorded and displayed on the dashboard of the CFS
system. All the feedbacks will be categorized according to their type and department who is
going to address the feedback and level of importance which is required to be provided to the
feedback. On the basis of categories of the feedbacks will be further forwarded to their respective
department heads. Department heads will further analyse and work on the feedback and will
identify all the requirements and issues of their customers. Then on the basis if information
identified all the changes that are required to be brought will be focused on and if there is any
such feedback which is continuously repeating them commodity solution will be thought of and
lastly on the basis of all the feedbacks and solutions if any kind of changes are required to be
brought or any area is required to be focused on then it will be done (Liu, Jiang and Zhao, 2019).
Then further a continuous feedback from employees and customers will be asked in which they
will be asked whether they are satisfied with the changes of not and what further changes they
want the organization to do. This CFS system will not only be for the customers but even
employees of the organization will also be able to use this system so that management can get to
know all the issues that are being faced by the employees of hotel staff like lower wedges.
Solving these issues will also help the organization to increase their employees as well as
customers satisfaction.
Continually improve service quality
This framework will help Canary Wharf Hotel to improve their overall service quality in
many ways. Not only this there are various kinds of challenges that are faced by organization in
addressing their customers feedback can also be addressed with the help of this system. In other
words, it helps in simplifying the overall feedback management system as will help in
segregating overall feedbacks according to their types so that it becomes much easier for the
management to address their customers as well as employees’ issues in a proper manner.
Addressing their staff members of employee’s issues will help them to retain their employees
and decrease their overall employee turnover (Gonzalez, Gasco and Llopis, 2019). Employees
will be able to focus more on their work, responsibilities and will more dedicatedly fulfil their

duties. Management will be able to focus on planning strategies so that they can recruit more
effective and efficient employees. Retaining their employees will automatically help them to
resolve their issues such as customers will be able to check in on time, all the customers will be
provided with the rooms on time and if they have any kind of issue then it will be resolved on
time.
Implementation of this customer feedback system will also help the Canary Wharf Hotel to
fulfil their customers’ requirements, wants, desires which will further increase their customer
satisfaction and loyalty towards the organization (Liu, Jiang and Zhao, 2019). With the help of
this system overall all the issues related to product and service quality will be addressed which
will further provide the hotel time to think on strategies or method through which they will be
able to bring continuous improvement in the overall service quality.
CONCLUSION
Study can be summarised as service quality is helpful for the firm as it helps business in
raising production capabilities and generating more revenues in the firm. If companies ensure
offering amazing services then consumers can become positive towards the organisation that
would be better for the firm retaining them in firm for longer duration. Total quality manager is
the best method that aids in analysing existing problem in the firm and taking appropriate action
to resolve that issues. Customers are life blood of the firm if consumers are happy then entity can
sustain in market for longer duration. Customers want frequent services hence managers of the
firm always have to ensure that people are working well in the firma and employees are offering
amazing services to the customers. That is the way through which managers can bring positive
changes at workplace that would better for organisation in performing well in market and gaining
competitive advantage as well. If there is effective recruitment practices then entity will be able
to work with talented staff that would be better to get success in market .

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