Managing and Measuring Service Quality: A Case Study of Cosmos Tour Ltd

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
1. Importance of managing and measuring service quality along with recommending the
adoption of appropriate service quality management methods..............................................1
2. Analysis of current service delivery/practices through the assessment of the impact it will
have on the front-line employees, their engagement and managerial implications...............3
3. Customer Feedback System (CFS) framework to monitor and continually improve service
quality.....................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
The concept of the Service quality is mainly referring to and presents about a customer's
comparison of the service expectations as provided by the company and that is directly relates to
the overall performance of a business. The current service quality report is based on the Cosmos
Tour Ltd which is well known hospitality and tourism company of UK. Cosmos tour ltd is a UK
independent tour operator which are currently providing a range of package holidays to the UK
market. Further, the Cosmos Tour Ltd is a tour operator that is also connected to the international
Globus Travel Group tend to be founded in year 1928 having its main headquarter located in
Bromley, United Kingdom. The current study comprises of discussion about the importance of
managing and measuring service quality along with recommending the adoption of appropriate
service quality management methods. Further, an analysis of their current service
delivery/practices and customer Feedback System (CFS) framework is also made to monitor and
continually improve service quality level of selected firm.
Main Body
1. Importance of managing and measuring service quality along with recommending the
adoption of appropriate service quality management methods
It has been seen and analysed that a business which is having a high level of service
quality is tending to likely be more capable of meeting customer needs and ensures higher
satisfaction level while also remaining economically competitive in their respective industry.
Thus, maintaining effective service quality is always vital and important for the business
organisation as it is important in determine and meeting the satisfaction level of customers that
affects the success and failure of the business. Along with this, organisation in hospitality sector
are tend to give a lot of attention to the quality services because it ultimately impacts the brand
image and their competitive strength and long term sustainability. Thus, it has become vital and
essential for the Cosmos Tour Ltd to effectively manage and regularly measure its services
quality to effectively meet the set needs and expectation level of the customers. Further, it has
been seen and analysed that the Service quality measurement has become much more significant
for Cosmos Tour Ltd as it provides a significant managerial tool to effectively understand
consumers' needs and wants through measuring and analysing the experience level of consumers
though the service provided by the firm. Further, regular management and measure of the service
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quality also helps the Cosmos Tour Ltd to find their weaknesses and advantages in more efficient
manner in order to make a better decision and strategy formulation to ensure quality service for
consumers. The main importance and benefits of managing and measuring service quality by the
Cosmos tour ltd has been provided and discussed as below:
Retaining a higher percentage of existing customers- providing better quality service to
customers ensures the better retaining of the existing customers through ensuring the keeping
customers coming back. It has been reviewed and analysed that fulfilment of the needs and
expectation of the customers creates a positive impact on the mind-set that ensures that they
would not get shift to other service provided and competitors therefore, ensures higher sales and
revenue through retaining the existing customers. Thus, managing effective services quality is
vital for Cosmos tour ltd to ensure that its existing customers keeps on coming back for which it
is vital to meet their satisfaction and retention level in more effective manner.
Attracting more customers through having positive word of mouth- The another vital
aspects and importance of the managing and measuring service quality comprises of fact that
helps in creating positive word of mouth for the organisation. It has been analysed that meeting
of the set satisfaction and expectation level of customers ensures positive word of mouth and
effective promotion in form of positive feedback and reviews from the customers that is passes
to their friends, family, workmates and other target audience. Thus, managing effective service
quality ensures attracting more customers for Cosmos tour ltd through creating a positive
marketing and improved brand image for the firm based on positive feedback and customers
review.
Increasing the usage rates of the existing customers- The another key importance and
benefit of having effective management of the service quality comprises of the fact that it
enhances the usage rate of the service by the customers. It has been analysed and seen that
ensuring a peace full and good quality service that meets the expectation and desire level of
customers creates a higher zeal and positive influence in customer to avail and pursue the service
in regular intervals. Thus, plays a vital role in improving and enhancing the overall productivity
level of Cosmos Tour Ltd through enhancing the usage rate of existing customers.
Thus, based on above discussion a review can be made that managing and ensuring
service quality is important and vital for an organisation to have improvement in its overall sales
and revenue level. Along with this, measuring service quality is also vital and important as it
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