Service Quality Assignment - Canary Wharf Hotel

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Significance of measuring and managing service quality and appropriate suggestion for
adopting service quality method..................................................................................................1
P2. Service delivery method used by an organisation and its effect on the employees and
managerial implications...............................................................................................................6
P3. Produce a Customer Feedback System:.................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Service quality refers to an action or an exercise which offered by one party to another
which is usually intangible in nature and can not effect ownership. According to Philip Kotler
and Gary Armstrong “Service quality is the ability of a service firm to hang on its customer.” In
their opinion customer retention is best measure of service quality. In the service industry, it is
very important for the organisation to provide better quality facility to their customers in order to
retain them. The better customer service will lead to more customer satisfaction for organisation.
As superior facilities to customer attract more number of customers and which will ultimately
leads to increase in customer loyalty and company's profitability. As service quality becomes
unacceptable when expectations of customers are not met.
To better understand this concept, the case of Canary Wharf Hotel is being analysed by
this report. This is 3 star hotel in Canary Wharf, East London. The hotel has 100 modern and
stylish en – suite rooms, which includes standard, executive and premier. In this project, the
importance of managing and measuring service quality and suggestion for adopting adequate
service quality is being explained. The impact of current delivery service / practices on the front
line employees is discussed in this report. As customer feedback system which is helpful for
organisation to monitor and improve their service quality, is also explained in this report.
MAIN BODY
1. Significance of measuring and managing service quality and appropriate suggestion for
adopting service quality method
Service quality is an important and crucial tool in hospitality in order to gain customer
satisfaction and competitive advantage. This offers great opportunity to the organisation to make
differentiation in market by providing unique service quality to the customers. The high quality
services offered by The Canary Wharf Hotel enables them to achieve customer satisfaction and
build positive relationship with customers. By providing better quality to the customers, The
Canary Wharf Hotel can build the positive brand image, enhanced customer loyalty and high
competitive advantage within given time period. Service quality act as variable in the industry.
As some people who has high income group prefer the luxury service where as people who are
from middle class family prefer the affordable cost services.
Managing service quality:
1

The managing and measuring quality services and product is very important in order to
provide the better services to customer and gain customer satisfaction. As measuring of quality
in hotel is very important because it allows hotel to deliver smooth services to customers. In the
hotel service is main concern for customers as well as organisation. If hotel is unable to
appropriate services than there is less possibility that customer will visit again. So The Canary
Wharf Hotel need to measure the current services and if they find any deviations than take action
for its improvement
(KauraDurgaPrasadandSharma2015JoonChoiandSikKim2013IzogoandOgba2015Elliot, Li and
Choi, 2013). This will also help organisation to meet needs and expectation of customers and
also achieve the organisation objectives effectively. This is very important for organisation to
manage and measure service quality effective as significance of managing quality is discussed
below:
Helpful in ensuring superior quality service and product:
The managing quality of service is very helpful in flexibility, reliability and performance
of business. Quality is crucial element that enables an organisation to make differentiate in
market and take competitive advantage. Today's market is very dynamic and there is huge
competition in market so by providing the superior quality The Canary Wharf Hotel can attract
more number of customers and can be sustainable in market. There is different quality
management approaches which enables organisations to provide superior quality to its
customers. The hotel needs to put more focus on quality irrespective of quantity as because it
will allow them to increase there profitability and customer satisfaction. Measuring and
managing service quality is very important in order to eliminate errors from the procedure and
set a standard quality benchmark. This can enable hotel to provide customised services in order
to satisfy customer needs and wants. As hotel can charge the high prices also for tailored services
which they are providing to their guest (Kim and Hwang, 2012).
Helps in increasing customer satisfaction:
Customers are king pin of every industry so it is very important to satisfy needs and
demand of customers. The management of proper quality is crucial to enhance customer
satisfaction. As consumers prefer to those business who meet their needs and expectation. The
simplest way to satisfy customer is to fulfil their needs and expectations. This will increase the
customers loyalty towards that particular organisation. The managing adequate quality will
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