Service Quality Impacts on Satisfaction

This assignment delves into the relationship between service quality and customer satisfaction, drawing insights from studies conducted in higher education institutes (Malik et al., 2010), video-on-demand services (Nam et al., 2010), telecommunication industry (Ojo, 2010), fast-food restaurants (Qin et al., 2010; Ryu & Han, 2010; Ryu et al., 2012), and e-service quality (Udo et al., 2010). Additionally, it explores the role of employee loyalty in service quality and firm performance (Yee et al., 2010) and discusses service quality gap models (Shahin & Samea, 2010). The assignment also introduces the Nordic Model and the Service Profit Chain illustrations.

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Significant of Quality Management......................................................................................2
1.2 Measuring and managing quality..........................................................................................4
1.3 Quality management and measurement approaches.............................................................8
PART 2............................................................................................................................................9
2.1 Service quality affect on Canary Wharf Hotel .....................................................................9
2.2 Impact of services and recommendations.............................................................................9
PART 3..........................................................................................................................................10
Customer Feedback System......................................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the recent scenario, quality of services and products plays an important role for every
organisation due to this employers of the firm concentrate on to maintain quality of their goods.
Basically, service quality is an concept which aids to define how services offers to the customers
as per their expectations and needs. While an organisation selling goods and products than it is
necessary to analyse and evaluate satisfaction level of consumers so that company can easy to
improve quality and implement some required modifications in their existing services. Apart
from this, it is essential to identify problems and issues so that can easy to resolve with the help
of appropriate solutions. (Ryu, Lee and Gon Kim, 2012) An organisation who try to provide
better quality of services to their customers so that they can get contending advantages.
However, it is required to be make an plan for enhancing services than respectively raise profit
level and sales as well. In order to this, while an wants to get success in the competitive market
place than it is needed to be implement some appropriate changes and modification as per the
market trends and customer's requirements. So that employees of the company can significantly
give fully satisfaction to consumers towards their expectations. Therefore, in the context of
service encounter in which concluded several terms such as customer's expectations which they
seek from organisation, tools and methods which can be used in the marketing department.
Generally, customers are always compare between actual products and desired needs. If they are
not get proper satisfaction than they build negative image in their mind towards company as well
as their services. (Kassim and Asiah Abdullah, 2010)
Canary Wharf is an business districts which is established in London. Basically, in which
carried out major financial institutes and many tall buildings due to this, it consider as second
tallest building of the Britain. However, there are several operations of Canary Wharf
additionally they have also expanded their business in Hotel sector. So that they can give better
quality of hotel services and facilities to visitors who are coming from different areas. In order to
this, they are using and applying several appropriate methods and strategies within the
organisation for attracting high number of visitors towards organisation. They try to make their
place more attractive by using effective paintings, hangings, crafts and others. Moreover, they
are having different operations in restaurants and bars where employees are giving luxury
services and facilities to consumers.
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In the other words, this report helps to identify the actual importance of examining the
service quality, requirement of managing quality of products, different tools and techniques
which can be used for maintaining quality such as SERVQUAL aspect. In addition, actual
impacts of service quality of Canary Wharf and some appropriate recommendations to it for
implementing some required modifications and changes. (Gorla, Somers and Wong, 2010)
TASK 1
1.1 Significant of Quality Management
Evolution of service quality
In the discourse of service quality, there are included two type of concepts in the history
of SQ such as Brady and Cronin. These were the first individuals who were made Nordic Model
which assists the make appropriate dimensions of SQ which comprise of two major aspects such
as functional and technical quality.
Illustration 1: Nordic Model
The Nordic Model using traditional sources for satisfying customer's needs and
expectations with the help of better service quality. Generally, there are concluded tow type of
major dimensions such as technical and functional quality. (Ryu and Han, 2010)
In the concept of technical, it s focuses on outcomes of services which were provided to
clients. Additionally, while they interact with employees of firm and systematically examining
the aspects of consumers were satisfied through effective products so that can be called as What
factors. Whereas functional services related with the procedure of different dimensions which
aids to explain services were provided by the employees to clients thus it is co-related with How
factors. In the last, company can easy to adopt some effective required changes in the existing
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SQ model of the business firm also they added third perspectives which can be understand as
images. (Udo, Bagchi and Kirs, 2010)
Along with this, images were adopted as filters for measuring and evaluating quality
which are provided by the organisation to show that they were neutral, favourable and
unfavourable in nature. Within the aspect of technical quality, there are included five major
causes which all are concentrate upon some concepts such as quality of machines, knowledge of
staff members, technical solutions, computer instrument, technical capabilities and so more.
Whereas functional quality assists to define, it focuses on several major causes like relation with
customers, accessibility, mindedness of products, attitude of individuals, behaviour, services and
internal connection. The images are totally closed and direct relations which they are concentrate
on the SQ. (Yee, Yeung and Cheng, 2010)
SERVQUAL MODEL
The second aspect of SQ was founded by Zeithmal and Parasuraman. These both were
names as American perspectives. Basically, they were used five effective terms such as
Reliability, Assurance, Tangibles, Empathy and Responsiveness. It also can be carried out
RATER model. It assist to evaluate and analyse the several concepts which linked with
perspective of services which were analysed with the help of Gap model. This method aids to
explain the major gap between expectations and reality which were received by clients from the
organisation.( Hernon and Altman, 2010)
Several school of thoughts
The effective comparison made among two school of thoughts which systematically
explaining under:
Rational school
The principles which all are correlated with rational schools those are necessary at
several levels and processes. Additionally, they are connected with normative schools due to this
they cannot significantly put any blames on persons for SQ. This is an old thought which is
related with SQ concept. The managers of the organisation ideas and decisions were made that
they not just concentrate on quality of services but additionally must be focus on manufacturing
procedure of products. Therefore, statistical procedure were used by the company for giving
proper satisfaction to clients towards their requirements and expectations. Hence, managers
should make appropriate plan for identifying and evaluating the problems and issues also
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effective solutions which can be use for resolving so that they can be raise the level of quality.
(Chen and Chen, 2010)
Normative school
In the aspect of this school, employees of the firm has some major responsibilities which
should be performed such as should be maintain the relations with customers, accurate flow of
attitude and behaviour of staff members. Additionally, it can be consider as a stage of quality
which is known as Zero defect, hence there is only one process is that quality can be guaranteed
is related with doing right things and should be measures of analysing quality of products.
Therefore, quality is an important and free concept, if organisation wants to implement any
changes in the existing services than it is required to be analyse the problems which were faced
by their customers.
1.2 Measuring and managing quality
Service quality dimensions
The attributes of SQ related with how customers are collecting the information which are
connected with services and products. In order to this, there are included five necessary
dimensions which all are linked with SQ in the context of Hotel and business sector which all are
explaining under below:
 Reliability: It is implies with the concept of services that are correlated with delivering
process of products on time which expected by consumers. It helps to define as the initial
capability of services on the decided time period which were desired by clients from
organisation. Additionally, it also helps to define some responsibilities and promise of
company with customers like delivering products on time, solving issues and problems in
the last pricing polices. Most of the customers liking those companies who deliver better
quality of products on decided time so that clients does not face any type of problems and
issues. Thus, it is required by organisation must be aware about client's expectations and
should try to increase loyalty between their customers. (Ojo, 2010)
 Responsiveness: It is related with willing powers to assist the provide high quality of
services to customers as per their desired. Due to this, here should be take an quick
procedure in satisfying to clients by resolving problems and issues by applying
appropriate solutions. Therefore, consumers are assured to get fixed time period which
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their issues will be solved to as soon as possible. In the last, it must be aware about
services are offered to consumers as per their expectations and needs.
 Assurance: It aids to define, the knowledge level, courtesy of staff members, will power,
abilities of organisation to make trust and confidence between clients. This is related with
services of company which will received by customers additionally, in which concluded
several risk factors. Basically, it is necessary to be make trust by company on customers
so that they can give appropriate satisfaction to them towards their expectations. (Nam,
Manchanda and Chintagunta, 2010)
 Empathy: This aspect aids to demonstrate, deep understanding with customers towards
their problems and desires which they seeks from business. Sympathy is an important
term which linked with understanding level by this can easy to full fill needs and give
appropriate solutions for solving problems. Whereas empathy is connected with mental
disorders in which mind of individual affected by others. Hence, it can be used for
evaluating personalised attentions which given to customers for providing services.
 Tangibles: It explained some physical appearances of facilities, equipments, written
materials and so more. All these concepts are aids to demonstrate the actual image of
services that will be using by clients in order to analyse quality of services and products.
Apart from this, there are included several tangible services such as hotels, hospitals,
retail stores, service industries and so more. There are customers are visit for receiving
and getting satisfaction towards their requirements. In the last, these causes are also
beneficial for building an positive image of the company so that they can deliver high
quality of service to clients as per their needs.
Customers Expectation-
When a organisation is established they aim to get maximum revenue as well as provides
best services to their customer's as they expect from them. For this they needs to analysis their
demands and after that provides them product and services. This factor is helpful for customers
and for firms too. Customer's have various expectation from firm such as-
Quality of Products- Customers are always demand for best quality of product and
service. For this a business entity need to explore the market through this they can easily
produces different products as customers wants and provide them full satisfaction as swoon as
possible. Sometimes, competition of the firm is also distribute same services to their customers
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but for this a business entity never has to be afraid from rivalry. Some business firm start loose
their quality of product for provide lowest rates to customer but this is not a good thing for them,
customers are always prefer to purchased best quality of product in market. (Gazzoli, Hancer and
Park, 2010)
Attractive Price- Price is one effective promotion source which shows its effect very
soon. Customers are always prefer to purchase different products at attractive cost but they never
ask for lower quality of products. For this a organisation need to understand that they used to sell
products on attractive cost but maintain same quality. People never compromise with quality
they always wants best from others.
Effective Stores- Effective and attractive stores are helps to catch customer's attraction
towards them. For this management of company need to maintain cleanliness in their stores,
security service and different aspects to keep products easily which provides joyful shopping for
customers and attract them to come back again with good feedback.
Good services- Customers are always wants good services when they visit in store. This
services are not related to products but these can be personal things like attention from sales
man, politeness from them and helpful nature to select products according to their choice.
Convenience facility- Now a days, customers are feel inconvenience with parking
facility of stores that's why they are not visit this place again. This negative response from
consumers might be very risky for company. That's why they have to provide them parking
facility which will be convenient for them. (Barber, Goodman and Goh, 2011)
Benefits of services Quality and customer satisfaction
Customer's are always want best services and quality of products at a attractive price.
This factors are not provides benefits to consumers but also helps organisation to increase their
revenue time to time through best services. Quality services and customer's satisfaction have
direct connection with each other like-
Assurance and Trust- When a organisation provide best quality of services to people
they provides them assurance to to purchase their products. After some times customer's are
believe on their services and they back again and again to purchase desirable services.
Add new customer's- New customer's are visit new place with a hope that they will get
batter services than expectation, so for this organisation need to fulfil their demand and
expectation. This is will helps to make them permanent customers' of firm.
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Service profit chains
Generally, this aspect is salutary in building healthy relationship between several factors
such as profitability, productivity, loyalty, customer loyalty, satisfaction level and so more. The
effective relations which established in the service chain which all are valuable such as growth
and profitability level can measure by the consumer's loyalty in the connection of analysing the
customer's satisfaction. However, the satisfaction can significantly measure through the value of
consumers which were received by them. In order to this, client's satisfaction can be raised if
they provided better quality of services to customers as per their expectations and needs. (Shahin
and Samea, 2010)
Illustration 2: Service profit chain
(Source- Schlesinger and Heskett, 2017)
Business development and expansion
Business development can be consider as an important concept which aids to the
company to attain growth and development for long time period of organisation. It is an
appropriate field which linked with commercial business and organisational methods. It is useful
for attaining goals and raising growth. (Schlesinger and Heskett, 2017) With the help of this, can
significantly make long term values of business from their customers and relationships. An
organisation can expanded at higher level if they got success to given proper satisfaction towards
their expectations and desires. Additionally, company's success depends upon their capabilities
of satisfying clients whereas if they are unable give satisfaction to them so that outcomes in
services is failure.
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1.3 Quality management and measurement approaches
Management methods includes some concepts such as follows:
Service Design: In which included some operations which all are related with planning,
communicating and organising several kind of people, materials elements and organisation of
services in order to enhance quality of products and services. Additionally, make the relations
between customers and employees who involved in the delivering process of services. In this
fact, service design developed while necessary to be implement some appropriate changes in the
existing products and goods of the company. One of the main aim is to adopt suitable process for
the consumers and the organisation.
Encounter: In the concept of service encounter, it assist to define transactional
interactions in which an individual has major responsibility is to give better quality of services to
others as per their expectations. There are carried out different type of communicative terms such
as request, offerings and approvals. Therefore, it is essential to be understand the acts which
linked with encounter of services which should be performed in appropriate way.
Settings: It helps to demonstrate about what plans and polices are implemented and
enacted within the organisation in order to provide better quality of products to their clients so
that they can meet their expectations with standards. It aids to give proper satisfaction to
customers in an impelling way. (Gallifa and Batallé, 2010)
Measurement approaches in concluded different aspects which all are elaborated under:
SERVQUAL: It is an major method which linked with research by doing this can easy to
identify the actual expectations of clients from company and perceived products which related
with five major dimensions which assist to define the level of SQ. furthermore, service quality
can be used for measuring and examining the needs of clients then delivering the services
according to their desires so that they can get proper gratification. Employees of significantly
measure customer's satisfaction level with the help of RATER model which is concluded that
reliability, assurance, empathy, tangibles and responsiveness.
FEEDBACKS: There are different type of methods which can be used by company for
examining the satisfaction level of clients. An individual who involved in delivering process of
services that are capable to satisfy needs and expectations of customers that also can be
effectively measured through appropriate feedbacks. The enterprise take reviews and feedbacks
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from clients that products provided to them were effective or not in nature. In the last, it helps to
evaluate the total number of customers who are fully satisfied from those services.
STANDARDS: It can be explained according to the plan and methods which adopted by
the organisation to evaluate and analysed how far product delivered were successful to their
clients. Basically, it is an important aspect in retaining customers for long time period by given
proper satisfaction towards their desires and needs.
TQM(Total quality management): It can be consider as a process which help to define
long term procedure of management which can be used by organisation for attaining long term
success by given proper satisfaction to their clients towards their needs and expectations. All
those individuals who are parts of business firm they are included in appropriate changes in
exiting services and products so that all operations are bring performed effective.
PART 2
2.1 Service quality affect on Canary Wharf Hotel
The main purpose of Canary Wharf is to give proper satisfaction to their clients towards
their needs and requirements through the providing better quality of services and facilities to
visitors. In the other words, selected organisation seeks to be maintain quality products with
more smart and advance features. It assist to attract high number of customers towards business
firm by offering better accommodation facilities. It have attractive sliver designing bars in which
clients can enjoy some valuable time and get high quality of foods as per their expectations. In
the last, service quality aids to increase income and profit level of enterprise firm so that it can be
expand their business in different areas. (Kim, Holl and Han, 2013)
2.2 Impact of services and recommendations
Employee empowerment: If an organisation focuses on quality concept than it is
necessary for staff members as they have some major responsibilities and authorities so that they
can take appropriate decisions at small level within the relation of consumers. However,
employees can give their opinions and views which were faced by their clients so that can
implement suitable solutions for resolving them. Hence, if issue systematically solved then they
will satisfied and build an brand image in their mind regarding enterprise and its services.
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Recommendations: This is useful way while employees are happy that they have some
powers and rights to take decisions and understand problems of clients in impelling style thus
retention of clients helps to raising profitability and attaining growth.
Service quality culture: Generally, it is co-related with environmental terms in which
high quality of services are being provided to customers. All these cultures are directly impacts
on company's products if persons does not like surrounding and does not feel comfortable then
they will not buy services from that particular organisation. Due to this, respectively decrease the
level of profit and income.
Recommendations: It is compulsory to be select suitable and applicable cultures within
the organisation so that employees will systematically offered better services to clients so that
they can enhance the level of revenue in order to this enterprise can attain the growth and get
success.
Recruitment practices: It can be consider as a process which is linked with selecting
and hiring capable employees who have skills and capabilities to satisfy their clients by
providing better quality of services and facilities. Those staff members who have capacity to full
fill different needs of customers that should be hire within the organisation. (Ganguli and Roy,
2010)
Recommendations: If employers of the firm seeks to be raise motivation and confidence
level of employees then they should provide rewards and some other benefits with products and
services of organisation.
PART 3
Customer Feedback System
This is an important method which can be used for know about opinions and views of
bespoke what they expect from the organisation. With the help of this can easy to identify and
compare between actual satisfaction level with pre decided standards. It is a major task because it
helps to make appropriate changes in the existing quality of services while they are not able to
satisfy towards their expectations.
Comment cards: It is a common tool which adopted and used by Canary Wharf hotel for
analysing and evaluating the mind of customers as well as their desirers which they expect from
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company. This card is beneficial for company because by using comment card can effectively
understand the needs and expectations so that they can enhance the existing aspects of firm.
If these comment cards are effective planned and designed so that employees of the firm
can get true and reliable reviews from the clients which is necessary for firm for raising growth
and income of business. Generally, this technique is very beneficial in analysing the satisfaction
level of customers also develop face to face interaction with service providers to know about
their needs which they expect from firm and what actually they had received. (Qin, Prybutok and
Zhao, 2010) It is beneficial to build loyalty on consumers so that they can feel satisfied because
their opinions and views are very important for organisation. With the help of this they can give
fully satisfaction to them towards their desires and needs. In the last, comments cards used for
gathering the actual ideas and testimonials which can be used by employers in the advertisement
and marketing process of products and services in order to enhance awareness of company and
its services.
For example: These comment cards are filled by management department of the Hotel.
These are beneficial for examining the problems which h faced by customers so that these can
easy to resolve and give them fully satisfaction towards their expectations.
COMMENT CARD
We are very much obsessed about our consumer's views and opinions
It is designed for solving the issues and problems which were faced by customers so that
company can significantly provides better services to them with high quality. We will feel very
happy if you want to spend some time in systematically filling up this comment card. You
views and experience required to be make changes in the existing services of organisation.
Thank you for to give valuable time to us.
Question Excellen
t
Fair Good Poor Very
bad
Q1 Were the staff members are attentive in
providing services as per their expectations and
needs of client?
Q2 Are the employees are well slicked in
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offering high quality of services?
Q3 Are the workers effectively and friendly
treating to their customers?
Q4 How long you have to waited for receiving
the services after giving order to employee?
Q5 Is the employers of the firm successful in
providing products and services to clients in
the expected time frames?
Q6 The selected service was given to the
customers in the desired time frames as it was
expected by clients from organisation?
Q7 The food products which were provided to
you was healthy as per the specific and
particular need?
Q8 Was the food products are hygienic and
healthy which were delivered by the service
providers?
Q9 Were the delivered order as per the desires
and expectations of clients of not?
Q10 Were the dish washes clean according the
expectations of consumers?
Online Feedback: These are the digital tools which used by selected Hotel for getting
reviews and ideas from customers. The visitors who has given appropriate reviews towards
provided facilities by the hotel staff as per their needs and requirements. It helps to analyse the
status and position of company within the market place in order to evaluate performance of
products and services.
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Example: These feedbacks are very beneficial for Canary Wharf hotel with the help of
this staff members of hotel can easy to provides better and high quality of services to client as
per their needs. Additionally, employers can significantly implement appropriate changes in the
existing services of firm. (Malik, Danish and Usman, 2010)
Question Good Excellent Below
average
Average Poor N/A
Q1 The appropriate quality and variety of
menu available?
Q2 The services and facilities were promoted
as they had promised?
Q3 Better quality of food that were offered to
visitors?
Q 4 The effective rating that you would like
to give to employees as per their behaviour,
friendliness and courtesy?
Q 5 What rating would you like to give to
resort public areas?
Q6 Appropriate rating that can be give to
capability of resorts give healthy
environment?
Q7 What rating would you like to give to
values of prices paid by the clients to Hotel?
Q 8 Rating offers as per the quality of
beverages that given to the customers?
Personal interview: These type of interviews are most beneficial tools for the
organisation which can be used to judge the quality of individuals of the hotel. In which
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conducted face to face interaction between hotel authorities and the particular person who is
giving the interview. There is having some appropriate possibilities to gathering and record
accurate factors towards an particular subject.
Example: These kind of interviews are more beneficial for Canary Wharf hotel in which
managers of the hotel have to face contract with their new staff members on the behalf of
interview they van judge that particular person fit of not on specific position.
PERSONAL INTERVIEW QUESTIONS
Q1: Tell me about your self?
Q2: What is your strengths and weaknesses?
Q3: What are your interested areas in which would you like to do work in future?
Q4: Can you explain the pace by which you will working?
Q5: What salary you expect from the organisation?
Questionnaire: It can be understand as the list of suitable questions on the particular
subject as per that will significantly conduct effective research within the market palace. Apart
from this, there are representing questionnaire such as follows:
Questionnaire
Question 1: What do you think hotel industry provide better services?
A) Yes
B) No
Question 2: What you major preference in Hotel?
A) Accommodation
B) Food
Question 3: The hotel services were provided you as per the expected or not?
A) Yes
B) No
Question 4: How long did you stay in Canary Wharf Hotel?
A) 1-2 Days
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B) 10-15 Days
C) More than 1 month
Question 5: The food quality which were offered by hotel is that hygienic or not?
A) Yes
B) No
CONCLUSION
From the above mentioned report it has been concluded that service quality is an
important concept which should be maintained by employers of the firm. Thus, here has been
define several type of SQ dimensions in the context of Canary Wharf hotel. Additionally,
SERVQUAL, FEEDBACKS, STANDARDS, TQM(Total quality management) method also
used within the report for analysing and evaluating the actual review of customers. In the last
here has been produced comment card, interview questions, online feedback and questionnaire.
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