Service Quality and Global Trends in Customer Service - Desklib

This report examines service quality with particular dimensions and gaps in context of the organization Hotel Shangri la. It also highlights the role of global trends in consumer behaviour that encourage the customers.

CUSTOMER SERVICE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
SERVQUAL model.....................................................................................................................3
Presenting Global trends..............................................................................................................5
Recommendation.........................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer services are concerned with the interaction between the people and dealers.
The organization deliver services to the consumer in order to generate profit and acquire the right
place in the market (Mei, Dean, and White) With the assistance of consumer service the
organization is capable of providing services in the marketplace.
The present report will examine the service quality with particular dimension and gasps
in context of the organization Hotel Shangri la which is leading the market since many years.
Furthermore, the report will highlight the role of global trend in consumer behaviour that
encourage the customers.
MAIN BODY
SERVQUAL model
It refers to the model which is utilized for examine or to measure the quality of the service.
The model include the on consumer expectation or the requirement. It give assistance in building
up the gap between the consumer needs and wants. In the SERVQUAL framework five
dimensions involves which paly vita role in fulfilling the demand of consumer (Puri,. and Singh,
2018). The organisation considered this tool for consumer satisfaction.
The five dimensions are mention of model below:
1. Tangible: it refers to physical appearance of the commodity or the facilities, gear,
employees and communicational substantial. In order to deliver the best service the
organisation utilized various tangible service to satisfy the consumer like the hotel
delivered best food and beverages to the clients. The organization provide finest dinning
to the victors in order to satisfy them. Along with the exclusive service the hotel provide
amazing quality of drinks which is offered by the bartenders of company.
2. Reliability: it is concerned with service which the organization promise to deliver the
visitors to increase the satisfaction of consumer. The organisation promised to deliver the
best services in the area. The organisation assurance the consumer to deliver the safety
issues to the visitor and company is able to maintain the words. The organisation
responded the requirement of consumer. The employees asked several question in order

to identify their needs. For reliability concern the organisation keep the records of review
given by the travellers or visitors.
3. Assurance: in this dimension the workers of the organisation build transparency among
the consumer with delivering amazing quality of service by utilizing individuals unique
skills and knowledge. The employees of the organisation behave politely in front of
visitors or guests.
4. Empathy: in this sort of dimension the organisation give proper response to the consumer
(Putra, et.al 2020). The employees of the organisation give attention to each clients by
delivering welcoming gratitude. The organisation fulfil the requirement of consumer in
efficient manner. The workers get appreciating reviews from the visitors. The company
provide 24 hour services to the visitors.
5. Responsiveness: the employees of the organisation inform the visitors or consumer about
lunch, dinner and other activity timing with the responsibility. The organization deliver
fast hospitality services. The workers of the department help the consumer who required
help it doesn’t matter that’s their job or not. They are always ready to perform the
function.
Gaps The model consider can emerge five gaps between the client’s necessities and the
assistance the organisation offer (Putra, et.al 2020). The bifurcated five gaps are as
follow:
1. Knowledge gap: the organization misread consumers’ demand for affordable services as
the organization offer expensive service where majority of people prefer medium range
hotel. The organisation didn’t analysis the market research prefect and lead to unforced
research on consumer taste and preferences.
2. Standard gap: basically it is quality approach gap which highlight specific qualities. The
organisation complete this gap by offering variety of designs and delivered standard
performance to the customer in order to satisfy them. (Nunkoo, et.al 2020)

3. Delivery gap: this refers to the gap which is arise when the service offer by the
organisation is not as per the consumer. In the hotel due to lack of teamwork this gap
took place because the organisation claims that they offer food in efficient time but due
to miscommunication among the organisation delay the order.
4. Communicational gap: this issue arises when the organisation is not able to deliver the
transepercy. When the organisation is not capable of fulfilling the demand and lead to
dissatisfaction of consumer.
5. Satisfaction gap: the organisation successfully fill this gap by asking the consumer for
the feedback and work on it. The members of the organisation identify the gap by
communicating with the consumer.
Presenting Global trends
Environmental consciousness:
In the modern era people become more interested in environmental trend as they become
conscious about the environment, the travellers prefer to stay on those property which delivered
eco-friendly services to them. In order to satisfy consumer the organisation planted the trees and
plants in the lounge and give vibes of natural climitedity (Chaturvedi, 2017). It give assistance
in attracting new customers and build great reputation in the marketplace. The organisation
analysis the taste and preference of consumer. The hotel encourage the customer to go for
greenery. The hotel provide instruction to the guest to switch off lights before living the room. It
build great impression on the consumer as they notice the organisation is giving efforts to sustain
the environment. The organisation prefer to compose the food rather than throwing in the
dustbin. In order to lead the market with this trend the hotel take green initiative. In order to go
green the organisation reduce the utilization of the plastic. The organisation provide the water
bottle which are made of reusable substance or glass. It give assistance in delivering the classical
feel to the consumer.
Multicultural employment
The tourism and hospitality industry attract various variety of the consumers in the
marketplace. Every individual belongs to different cast religion, demographic as well as
geographical area.as it is the largest luxury hotel it attract the customers from the international

market. The consumers prefer t enjoy and willing to experience different culture and adopt new
skills and knowledge ( Salazar, Costa and Rita, 2018). By shading light on this trend the
oroganisation hire the employees or the candidates who acquire the knowledge of different
culture in order to improve and deliver best experience for the consumer. The multiple culture
bring positivity in the atmosphere of the organisation. The hotel do not avoid the taste and
preferences of the consumers so it deliver flexible working arrangement in the industry.
Digital technology:
It is one of the most important trends that has impacted the tourism and
hospitality industry in both negative and positive way. Along with this, this technology
has helped the company in promoting their services and product at various social
sites. However, social media and e- mail marketing has helped the organization to
share useful information about company to their customer as well as helped in
increasing the brand image of the firm in competitive market. Moreover, advance
technology such as robotic staff and smart rooms key has helped in attracting
more and more consumer (Ettis, 2017). Furthermore, various hospitality firms with the
help of analytical tools helped in identifying the taste and preferences of the customers so that
better services could be offered to large number of people. Also, with the help of these data
analytical tools companies are able to gather quick feedback from various customers so that
better services could be offered in the limited time period. Further, such quick feedback help the
firms in taking corrective actions on time.
Shift in customer taste:
With the current situation of the pandemic various firms have been largely impacted due
to shift in taste and preferences of the customer. Also, it has been seen with Covid 19 many
people are more conscious going to hygiene places and consuming foods that are made while
taking proper precautions (Wang, 2017). Thus, while keeping in mind these points this sector
have introduced various safety measures so that people are ready to visits the places without any
fear. Also, through bests marketing efforts and digital media various firms have informed certain
changes that have been made due to the pandemic so that more people are attracted towards the
firm and are ready to avail the services.

Recommendation
 It is to be recommended to Shangri LA to make use of advance technology
so that it can improve the overall communication with employees and
customer. The issues of customer complaint can be solve by adding the
department of customer services care so that consumer can easily complaint
about the issues faced by them (Janssens. and et.al., 2019). Along with this, there
has been communication gap between the customer and employees while
checking and check out. For solving that organization can make use of sensor
gate that automatically record the customer that are visiting or leaving
the hotel. In addition, to this, at the front desk there should be customer
department so that it can take feedback from the customer (Khurramov, 2020).
As it will give idea about the problems that are being faced by audience and
find appropriate solution to address them. Furthermore, proper training
should be provide to employees so that it can provide quality service to
customer. That will contribute in increasing their satisfaction as well as increase
the sales in competitive market.
 It is to be suggested to Shangri LA that it should need to improve the
house keeping performance that can be achieved by giving the employees
proper training programmes. It also recommended to the organization that
it should keep check on the performance of the employees. By reviewing
their works on regular basis and by keeping their records as it will give
manager accurate detail about their performance (Entina, and et.al, 2021). Along
with this, organization need to provide their house keeping employees with
proper tool so that it can work efficiently. In addition, to this, Shangri LA
can also conduct seminars and meeting so that employees can learn about
new skills that will result in satisfying their customer as well as build the
brand reputation.
 It is to be recommended top Shangri LA that it should changes their menu
such as there should be other country cosine as it will allow to attract more
customer (Boca, 2021). Along with this, chef of the hotel should also need
to check about the hygiene as it is one of the most important aspect of

food management. Along with this, company can also keep things fresh in
the menu as it helps ion attracting customer. In addition, to this, firm need
to focus on the presentation as it is crucial skill of dining. Moreover, it
should also provide their employees with digital Tab for taking the order.
That will help in gathering right information. Shangri LA can cook in front
of the guest in order to keep their customer satisfied.
 It has been suggested to hotel to hire smart employees in order manage
the maintenance department. Such as skill full and experience employees can
easily handle poor performance of department. Along with this, set clear
goals and communicate with the subordinates so that it work effectively
to accomplish the goals (Krivosheya, 2020). Along with this, keeping the
records of the department will be very helpful if any changes are need to
manage. Furthermore, manager of company need to motivates it employees
so that it work more efficiently to accomplish the organizational goals. In
addition to this, firm need to make the proper maintained plan so that
employees have idea about the goals.
CONCLUSION
From the above report it has been concluded that consumer behaviour is very important
for any firm, so that better products could be offered by understanding the needs of the customer
Also the report had analysed the needs of the customer through applying the SERVQUAL model
through which certain gaps in delivering the best quality services to the customer had been
analysed in detail. Moreover, through using this model certain ways through which the quoted
firm would be able to deliver services had also been discussed. Furthermore, the report had
analysed various global trends that have influenced the consumer so that better policies could be
developed in the future. Moreover, through identifying these trends in this report Sharing LA
would be able to enhance the customer experience. Lastly, certain recommendations had also
been provided in this study so that quoted firm would be able to increase the market share and
earn maximum revenues.

REFERENCES
Books and journals
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Entina, T. and et.al, 2021. Tourism Industry Management in the Global Transformation: Meeting
the Needs of Generation Z. Polish Journal of Management Studies. 23(2). p.130.
Ettis, S. A., 2017. Examining the relationships between online store atmospheric color, flow
experience and consumer behavior. Journal of Retailing and Consumer Services. 37. pp.43-55.
Janssens, K. and et.al., 2019. How consumer behavior in daily food provisioning affects food
waste at household level in The Netherlands. Foods. 8(10). p.428.
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industry. Managing Service Quality: An International Journal.
Nunkoo, et.al 2020. Service quality and customer satisfaction: The moderating effects of hotel
star rating. International Journal of Hospitality Management, 91, p.102414.
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industry: A review of SERVQUAL Model. International Journal of Research and Analytical
Reviews, 5(4).
Putra, et.al 2020. The Role of Consumer Satisfaction in Mediating Service Quality and Brand
Image on Consumer Loyalty. SENTRALISASI, 9(2), pp.108-119.
Salazar, A., Costa, J. and Rita, P., 2018. A service quality evaluation scale for the hospitality
sector: Dimensions, attributes and behavioural intentions. Worldwide Hospitality and
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Wang, T., 2017. Social identity dimensions and consumer behavior in social media. Asia Pacific
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