Service Quality Measurement Methods - Doc

PROJECT REPORT

Table of Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Conceptual understanding...........................................................................................................1
Process in the service quality management.................................................................................2
Service quality measurement methods........................................................................................3
PART 2............................................................................................................................................5
Service quality impact on canary wharf hotel............................................................................5
Service quality impact different practices...................................................................................6
PART 3............................................................................................................................................9
Framework of the Customer Feedback System...........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Quality management refers to build the customer base and loyalty to improve the brand.
It is helps to improve the profitability of the firm by using the different quality management
models in the business. Thus, many firm consider that business make profits by providing
satisfaction to the customers. The quality management helps to improve the quality of product by
using the best raw material and different production process (Sichtmann and Micevski , 2018).
Hence, it can help to increase the brand image as well as it can change the perception of
customer towards the goods and services.
The present report is based on quality management of canary wharf hotel. The aim of this
report is to assess the impact of the quality of hotel services on the loyalty of customers.
Hence, report will describe the importance of quality management to improve the quality
of services. Moreover, report will describe the quality management process and methods to
improve the services of hotels. Moreover, assessment will describe the impact of service quality
on the canary wharf hotel and also provide some recommendation. Furthermore, report will
produce the customer feedback systems that firm used in the business to utilize a and improve
the service quality.
PART 1
Conceptual understanding.
Dimension in the service quality and customer satisfaction.
The purpose of understanding and examine the satisfaction level of the customers in the
quality of service the hotel is offering as there is high labour turnover in the Canary Wharf Hotel
there will be an negative impact is being happened on the services given by the hotel as the
employees are constantly changing and it will impact the organisation a lot. It is very important
for the hotel industry to identify the services they are giving and find out the gap in between the
quality of service they are offering and the expectations of the customers. For any business
customer satisfaction is the internal feeling for every individual that they may realise the
satisfaction and dissatisfaction that is totally depends on the individual and this all will be find
out by the assessment of services that is being provided to the individual in context of
anticipation of the customers and the hoteliers are continuously trying to give their best possible
efforts in improving the quality of services and the satisfaction among the customers (Sharpley
and Telfer, 2015).
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Service Profit Chain.
Service profit chain is the model that is being to determine in the accommodation
industry with the aim to find out the relationship among the hotel and the customers and this
model helps the Canary Wharf Hotel to find out the all the components that is being required to
make the hotel successful they find out all the aspect that eventually becoming the problem for
the growth of the industry and find out the reason of problem that effect the hotel (McPhail and
et.al., 2015).
Development of Business and its expansion, success and failure.
It is very important for the business to develop and make the growth in the industry for
this they have to provide the best quality of services and make the customers happy that is the
only way to make the business success and failure. Is the customers are happy than the
management of the hotel industry can focus on the expansion of the business.
Process in the service quality management.
Service design
Service design is one of the important aspect of canary Wharf Hotel because it leads to
the competition in the business. It includes both the aspect that is development of the services
concept and also design the system to deliver the services (Styles, Schoenberger and Galvez-
Martos, 2015). It is basically the activity of planning, organising the people, communication
material of the service so they can improve the quality of services and also maintain the
communication in between the service provider and the customers. The purpose of the service
design in this hotel is to establish the best practices among the rest of the hotel so they can fulfil
the need of the customers as well as the capabilities of the service providers. It is one of the
successful method in designing the services and make the services user friendly. It is the
specification and construction of the process that is going to be deliver the valuable services to
the particular customer (Sharpley and Telfer, 2015). This services can be of both the types that is
tangible and intangible and involves the artifacts that includes the communication, environment
and behaviour. Service design is an activity that suggest us the behaviour pattern while
interacting in the service and this pattern supports the aspects of designing the service that is
being given to its customers.
Settings/ service scape
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In the context of Hotel industry service escape refer to the environment where the
services are to be delivered and the interaction is to be done in between the customers and the
hotel. As a service quality management of the Canary Wharf Hotel wants to be a service provider
and build the environment that make the pleasure among the customers and the states and also at
the same time construct the environment that gives the facility make the operation easy and
efficient. The main aim to use this model is to explain the behaviour of the people within the
context of services. It is basically connected with the quality of services and the customer
satisfaction that make the industry in profits (Styles, Schoenberger and Galvez-Martos, 2015).
As it refer to the comprehensive physical environment that is being perceived by the customers
of the Canary Wharf Hotel that involves the physical elements such as interiors, arrangements,
quality of services, furniture, noise, hygiene as the overall segment plays the important role
while presenting the customers and it is the primary source of the purchasing behaviour.
Encounter
In the hospitality sector the role of the communication in the encounter of service is very
important and it is the important determinant of a smooth and having the effective
communication in between the staff of the hotel and the customers. In this, as a service quality
consultant the Canary Wharf Hotel assembled the service in which the management of the hotel
and the customers ere interact with each other and they are being combined with the tangible
commodities that facilitate the service and the communication of the service. As communication
in the service encounter makes the communication smooth. Communication encounter is being
comprise of the two role in this sector that is task and process.
Service quality measurement methods
SERVQUAL
It is being applied by the Canary Wharf Hotel to identify the customer satisfaction in
their hotel. As a service quality consultant need to investigate the gap between the satisfaction of
the customers’ expectations and the perception of management and it is because as the
management of the hotel cannot find out the perception of the customers and their needs. For
example the hotel think that customers want the better food but actually the customer also wants
the fast delivery for that food. As it is the tool to assess the quality of service. The main problem
is that perception of the consumer is based on the actual services offered by the hotel and they
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compare it with the experience they feel in the past (Lashley, 2015). Five gaps that is being find
by the service quality consultant are
Gap between the perception of management and the specification in quality of service.
Gap between the quality of service and service delivery.
Gap in between the delivery of services and its communication.
Gap in the expected service and the experienced service.
Gap in the expectation of consumer and perception of management.
TQM
Total quality management helps the Canary Wharf Hotel in improving the financial
results in the hotel and help them to earn more revenue. Total quality management is divided into
these dimensions are Performance, Reliability, Durability, Ability to provide services. It is worth
full to mention the customers' satisfaction through the help of loyalty that leads to exceed the
customer satisfaction. Loyalty of customers measure the probability of the customers to return
the hotel. At the same customer retention is very important and it is being kept by the
enhancement in the relation and also increase the frequency of the customer to come back. This
will be helpful for the hotel in the continuous improvement of the products, services and process
by the involvement of all the people of the hotel so that they can prevent the problem and
ultimately it leads to the satisfaction among the customers (Andrades and Dimanche, 2017). In
this they identify the problem and observe the problem that is being faced by the hotels and
identify the causes through its root cause.
FEEDBACK
It is very important for the hotel industry to keep the eye on feed back now the hotels are
globally connected and everyone will see the feedback before doing the bookings and it will
impact the industry in great aspect as in the Canary Wharf Hotel is facing the issues that
customers are giving negative feedback to the hotel and in the hotel industry field the feedback
plays the important role for the customers to decide their stay as if the feedback are not
appropriate the customer can make their mind set about the hotel. It will measure the quality of
the services given by the hotel and make the customers happy. In fact it is also very important for
the hotel manager to address the feedback of the customers in the timely basis.
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STANDARDS
Now it is very important for the hotel industry to maintain the standard of the hotel
otherwise it leads to be the negative point for them. As service standards are the most important
factor for the customers, potential customers, management of the Canary Wharf Hotel and for the
employees. Standards in this industry helps the customers in defining their expectations and
remind to management and for the employees to the challenge and it determines the needs of the
customers so that they can make the vision in the mind of the customers regarding the hotel. As
in this case the hotel has not maintain the standard as per the category it falls, so for this it is very
important for the hotel to maintain the standard otherwise it lead to the great loss for the hotel
and even it leads to the shut down for the industry. Every hotel industry have to maintain the
standard and at the same they also take care for the services they are providing. Service quality
management helps in building the satisfaction among the customers who have taken the services
or who wants to take it in the future (Oskam and Boswijk, 2016).
PART 2
Service quality impact on canary wharf hotel.
For hotel industry service quality plays a very essential role to improve the performance
and build the customer. Service quality management helps to build the customer satisfaction with
the hotel services. It determines the benefit of services to the customer and
commercial success to the provider of the services (Scheidt and Chung, 2019). Therefore, the
impact of service quality on canary wharf hotel it is that When hotel improves their quality of
services it helps to build the customer satisfaction. Therefore, srvice quality is positively impact
on the performance of hotel because when customer are satisfied with the services they enhance
their loyalty toward the hotel services. It's directly impacts on the brand and it helps to build the
good relationship with customers.
There are different positive impacts which builds the performance of the canary wharf
hotel such as-
Build the customer base — Service quality helps to build the customer base although it helps to
enhance the loyalty among the customers towards the hotel services. Therefore, firms used this
tool in their business to improve and utilize the quality it can help to improve the profitability of
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the firm. Improving the quality of services it helps to build attract the bulk of customers.
Through using the different quality models it can improve the services such as provide effective
training to employees it can build the customers base. Therefore, trained employees are able to
solve the problems of customer also they increase their ability to resolve the problems. Thus,
through provides training to employees they are able to make the best product and services and it
helps to increase the consumer satisfaction.
Increase profitability — High quality in the services builds the performance of the firm. Canary
wharf hotel improve their services it helps to achieve is higher customer retention. Therefore,
hotel improves their services by provides the best training facility to the employees. So, that
training has a grate impact on the performance of employee because it helps to improve morale
and motivation. Thus, high motivation leads the higher profitability. For example, canary wharf
hotel improving their hotel services it helps to build the customer satisfaction and then customer
are satisfied they purchase the product and always being loyal about the product so it can
increase the profit of the firm.
Improved customer loyalty — To enhance the customer loyalty it helps to hotel for generate
long term growth of the firm. Therefore, customer who repurchases from the same service to the
same firm whenever possible and who continues to recommend or maintains a positive attitude
towards the service provider it calls a loyalty towards the product. Thus, high service quality
builds good relationship with customers (Budianto, 2019). Therefore, improving the quality in
the services it can lead the high customer retention mad loyalty thuds it builds the customer
loyalty towards the product and services.
Higher employee motivation & engagement — providing the best training facility it can
increase the motivation among the employees because employees are easily understood their role
in the business. Further, through training process it can build the motivation among the
employees, so they produce good product to satisfy the customers and it can enhance the
profitability in the canary wharf hotel.
Service quality impact different practices
Service quality is the best tool which improve the overall performance of the firm.
Through using the service quality in the business it builds the profitability of the canary wharf
hotel.
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Impact on employee empowerment — It is the best tool which improves the performance of
the employees. Therefore, firm improve the performance of employees by giving the training
facilities to them. Thus, improving the performance among the employees it can help to canary
wharf hotel because when employee perform well they increase the level of production and it can
positively impact on the performance of the firm (Chen, Saad and Yin, 2018). Therefore,
employee empowerment provides the competitive advantages. However, employees should have
the right ability, flexibility, and power to be engaged in customer oriented behaviour so, canary
wharf hotel should focus on employees so, that will helps to build the brand awareness as well as
attract the customer. Therefore, employees is the best resources for every company who produce
more effective products to satisfy the customers. The impact of service quality on the
performance of employees it is positive because employees are improved their performance to
achieve the objective of the firm. Thus, service quality provides the ideas to the employees that
how to manage and performance at the work place also, describe that how to manage the works
to achieve the goal and objective of the Canary wharf hotel. Firm provide the different training
facility to employees that how to perform while provide services to the customer. These training
facility build the motivation among the employees because when employees are highly
motivated they improve their level of performance and also they improve the quality in the
services. Thus, it can help to achieve the consumer attraction.
Recommendation
 Canary wharf hotel should improve the employee empowerment. So, they must provide
the rewards systems to employees so employee are more motivate, and they perform well
and achieve the goal of the firm.
 Hotel should encourage the employees to solve the problems of employees and provide
different opportunity such as high level of job opportunities
 Canary wharf hotel must provides the different benefits to improve the employee
empowerment. Thus, they should provide the medical, educational and retirement
benefits to the employees it helps to increase the motivation among the employees.
 Firm must clearly define the roles and responsibility to the employees that how to
perform at the work place.
 Canary wharf hotel must appreciate the performance of employees it also helps to
encourage the employees(Chen, Saad and Yin, 2018).
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Impact on service quality culture — Service quality is very essential tool to maintain the
suitability in the environment of the firm. The different organizational culture is affect the
performance of the firm. It can lead the disputes and increase morale among the employees but
the service quality helps to reduce the disputes and increase the morale of the employees.
Therefore, service quality has ability of meet the customer requirements by improving the good
relationship in the employees that means employee are build the good relationship it can help to
produce more and also it can improve in the hotel services. Therefore, firm uses this tool in the
business to maintain the good relationship among the employees. So, it can help to enhance the
level of production. Thus, quality management tool which helps to enhance the confidence in
both the customer and organization, in turn leading to more customers, more sales, and enhance
market shares (Budianto, 2019). Therefore, The organizational culture has a strong significant
impact on service quality levels within Canary wharf hotel. For example. Bad relationship and
high disputes is affects the performance of the firm because employees are not satisfied among
the firm, so they are not able to produce more production. So, it can reduce the production level
of hotel they are not properly serve the service to the customer. Thus, it can lead the customers'
dissatisfaction.
Recommendation
 Canary wharf hotel should successfully implement the quality management tool in the
business to improve the customer relationship.
 Hotel involve open communication and continuous improvement in service process and
also focus should be developed to build customers retention.
Impact on under staffing / recruitments practices — The impact of service quality in the
recruitment process it is that by using this tool in the business it can help to reduce the turnover
of the hotel. Therefore, quality management improves the techniques of recruitment that how to
use this practices for selecting the best candidates for the hotel business (Sichtmann and
Micevski , 2018). Therefore, the manager of the firm use this tool in the hotel to reduce the
turnover of recruitment practice because it is the tool which helps to improve the performance of
the firm. This tool is directly impact on the performance of the recruitment process because it
helps to identify the different recruitment process that which type of process is helpful for the
firm. Therefore, Canary wharf hotel select the best candidate for the firm. It can help to improve
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the performance of the firm because when hotel selects the best person for the job it can help to
enhance the high level of production as well customer also satisfied towards the best services.
Recommendation
 Canary wharf hotel should use the internal or external recruitment practices such as job
rotations, placements, personality test etc. (Malano and van Hofwegen, 2018).
 Hotel must use the different recruitment practices for selecting the best candidate.
 Canary wharf hotel should design the best job proposal to attract the customer.
 Firm should Maintain proactive and fast communications with candidates
 Canary wharf hotel should analyse the recruitment practices based on need of
recruitment.
PART 3
Framework of the Customer Feedback System
Customer Feedback services helps in improving the working of the company by
implementing new ideas and innovation that will be provided in the feedback by the customer.
As feedback is necessary for every company to improve its services in the future course of action
by satisfying the needs and wants of the customer (Mourtzis and et. al., 2018). Without getting
feedback from the customers it will not be able to improve its services and will be lack behind
from other competitors in the market. There are different ways through which feedback will be
taken from the customer such as comment cards, online feedback and personal interview.
Comment cards:- Comment card is the paper that will provided to customers to take feedback
from them. In Canary Wharf Hotel comment card is being used to take feedback from the
customers. As different customer is having different opinions regarding the services that is
provided by the hotel industry. As it is a 3 star hotel providing all the facilities to its customers
then also it lacks somewhere it need improvement.
Online Feedback:- This type of feedback is given on the website of the company. Customers
after take services will write on the website their experience while residing in the hotel so that
company can improve its services accordingly (Tronvoll and et. al., 2019). Online feedback will
help in easy access by the company. In Canary Wharf Hotel customer will go on official website
and leave a comment there for improvement in the services.
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Personal Interview:- This is taken by doing telephone call to the customers and ask them to
give feedback regarding their views for the Canary Wharf Hotel.
Therefore, for getting feedback from different customers Canary Wharf hotel can
improve its services for future. It can improve quality of the services by implementing new ideas
and innovation into it so that better services is being provided to the customers (MARTENS, CA
Technologies Inc, 2017). These feedback will help in getting more involved in the business so
that more customers will attract towards it and that will lead to increase sales and profit of the
company. It helps in measuring the customer satisfaction and improves products and services
that is offered to them. It also helps in creating best experience for customer next time and
satisfaction for the future. These feedbacks will help in creating brand awareness through word
of mouth in the marketplace. For example: If customer is taking services of Canary Wharf Hotel
and gets satisfy with it then it will tell to another customer to visit the place that will help
company is gaining more customer. Hence, it is necessary for service industry to take feedback
from the customers that will help in increasing profit in the future. Canary Wharf Hotel have to
improve its services so that customer get satisfy with it. It can improve by offer them discount or
other benefits like giving complementary services by it that will attract more customer
(Thirugnanasundaram and et. al., 2015). Through this customer retention rate will increase that
will improve growth and profit.
CONCLUSION
From the above report it has been summarized that Quality and service management is
the best tool to optimize and utilize the performance of the firm. Here, it is based on Quality and
service management of the Canary wharf hotel to produce the best product to attract the
customer. This is considered as the best process for any firm to increase the sales and
profitability of the firm.
It has been concluded the importance of quality management in the hotel services which
described that firm used this tool in the business to improve the performance of the firm.
Furthermore, report has described that quality management satisfy the customer and also helps
to improve the profit chain. Moreover, report has been summarized different management
process such as service design, service scape and encounter. Moreover, report has been explained
the different method of improving the quality of services such as SERVQUAL, total quality
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management and others. Then, report has been explained the Service quality and their impact on
canary wharf hotel further described the impact on employee empowerment, service quality
culture and recruitment practices. Lastly, report has been described the customer Feedback
system to analyse the impact of service quality in the performance of hotel.
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