Managing Service Quality for Park Avenue Hotel

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Critical evaluation of main theories as well as principles of managing service quality.
Justification of importance of measuring service quality............................................................1
2. Critical appraisal of management of service quality for the service organisation, establishing
impact of existing service delivery practices on motivation together with engagement of staff.5
3. Customer Feedback System Framework which can be used by the company for monitoring
and continually improving service quality...................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Service quality is defined as customer's comparison of expectations of services as it is
concerned with organisational performance. Business concerns with high service quality level
are likely potential to meet needs of its customers addition to remaining competitive in the
industry they operate (Sari, Bulut and Pirnar, 2016). Good quality service comprises repeat
customers, better cash flow addition to more sales. In present era, quality is significant in
services for the purpose of satisfying customers together with retaining their loyalty that
influence them to continue purchase from the organisation in future. For understanding service
quality, Park Avenue Hotel is selected. It is a 4 star hotel that have been operating since 2005
AD in Central London. It is established near to Bond Street Station and has around 100 modern
together with stylish en-suite rooms that includes executive, premier, standard, etc. it attracts
both guests that have interest in business and leisure.
The report includes critical evaluation of major theories along with principles that are
related to managing service quality. Further, it justify importance to measure service quality. It
also critically appraise management of service quality for the company, establishing impacts of
existing service delivery practices on engaging and motivating staff. It also produces Customer
Feedback System (CFS ) framework which can be used by the entity to monitor together with
make continuous improvements in service quality.
MAIN BODY
1. Critical evaluation of main theories as well as principles of managing service quality.
Justification of importance of measuring service quality
Service quality refers to results of service delivery system that ate linked with consumer
satisfaction. It is an assessment that sates how well the provided services conforms expectations
of clients. In other words, it is focused evaluation which reflects perceptions of people about
particular dimensions concerned to service namely reliability, empathy, responsiveness, tangibles
and assurance (Lupo, 2016). Managing service quality act as a measure about the ways services
supplied through business fulfils and surpasses expectation of all its customers. Park Avenue
Hotel is among top company in hospitality industry that have recently refurbished, updated its
reception area, rooms and other places so that quality of services are delivered to potential and
prospective customers. It introduces new packages for maintaining competitiveness, but, it is
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service quality as well as outcomes of practices which are decisive for business success in long
term. Since refurbishments addition to development of conferences, banqueting suites, etc, the
hotel experienced 100% enhancement in event with room bookings. At same time, it is also seen
that complaints from customer have risen and various issues have been highlighted from Trip
Advisor reviews including callous attitude of employees for solving grievances, lack of clarity
for compensation, long waiting times, manpower making efforts to accommodate guests as they
are unable to deal with situations and many more. The service quality consultant of Park Avenue
Hotel have analysed the entire situation and advised management to used the mentioned
principles and theories for managing service quality:
Theories to manage service quality
SERVQUAL Theory: It was described by Leonard Berry, Valarie Zeithaml addition to
A. Parasuraman in the year 1988 for capturing, measuring and managing service quality that are
experienced by customers. By using the framework, managers of Park Avenue Hotel are able to
analyse or observe the quality of services that is delivered to customers. It is built on expectancy
dis confirmation paradigm and five dimensions that are reliability, responsiveness, tangibles,
assurance and empathy. Customers of company evaluated service quality through comparing
their expectations and the ways service providers performs in real manner. From the views of
Kiran (2016), it have been evaluated that the model allows the hotel to provide services with
same results related to providing huge values, opportunities to grow, competitiveness and
improving customer satisfaction. It is beneficial generic model that benefits in tracking customer
perceptions for quality of service in regular manner. It also provides opportunity to management
of hotel to assess its performance so that benchmarks are set for services to meet expectations of
all customers. In contrary, Robson (2017) states that dimensions of the model are not universal
and some of its dimensions lack sufficiency to calculate and manage service quality across
multiple service adjustments. The model totally depends on expectations than attitudes that
results in failures to draw or establish theory.
Gap Model: It is another theory or framework that assist in managing service quality for
understanding customer satisfaction. It shows five satisfaction gaps which an entity should
address while seeking to fulfil customer expectations. The five common gaps are policy gap,
communication gap, knowledge gap, customer gap and delivery gap. In case with Park Avenue
Hotel, application of the theory help managers to understand issues or gaps because of which
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