Managing Service Quality in the Hospitality Industry: A Critical Evaluation of Park Avenue Hotel

SERVICE QUALITY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
A critical evaluation of the main theories and principles of managing service quality. Justify
the importance of measuring service quality..............................................................................4
TASK 2............................................................................................................................................9
A critical appraisal of the management of service quality for the given service organisation in
the case study, establishing the impact of its current service delivery practices on the
motivation and engagement of staff............................................................................................9
SERVICE QUALITY......................................................................................................................9
Reasons & improvements.........................................................................................................10
EMPLOYEE'S MOTIVATION AND EMPOWERMENT...........................................................11
HR PRACTICES..........................................................................................................................12
Planning of human resources....................................................................................................12
Job analysis and description......................................................................................................12
Recruitment...............................................................................................................................12
Selection....................................................................................................................................12
Orientation.................................................................................................................................13
Training and development.........................................................................................................13
Compensation and benefits.......................................................................................................13
Performance..............................................................................................................................13
Termination...............................................................................................................................13
TASK 3..........................................................................................................................................13
Customer feedback system........................................................................................................13

CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
It becomes very important for organisations to provide high quality services to their
customers. With the changing dynamics of the external environment and the way there is
increasing competitiveness of the industry there has to be a in depth analysis that has to be
conducted of the services quality expectations of customers. There has to be a a detailed analysis
of the service quality aspects in order to make a evaluation of the customer expectations so that
organisation can achieve a Competitive advantage (Nair, and Choudhary, 2016). Present report is
based on park avenue hotel that is a 4 star rating hotel having its operations and business
practises in central London. They are having their operations since year 2005 and they are having
presence close to bond street station. This hotel consist of different stylish and modern en suite
rooms. It is having a the target segment of both business and leisure guest. They have recently
worker on updating their reception area, restaurants & rooms. With the development of
banqueting suites and conference there has been a enhancement in event bookings and rooms.
Whilst profits have also increased this is leading to better reviews on sites of trip advisor.
Present report is based on making a critical evaluation by application of relevant
principles and theories for management of service quality by the hospitality brand and then
further justification of the way service quality has to be managed. Apart from this there is a
critical appraisal of the management of services quality for the present service organisation that
is Park avenue hotel to analyse the present service delivery practises according to the
engagement and motivation level of their whole workforce. After making a critical analysis of
such topics there is production of a customer feedback system for Park avenue hotel that can be
utilised for the objective of monitoring and improvement of the present services quality system at
park avenue hotel as a part of the hospitality industry.

MAIN BODY
TASK 1
A critical evaluation of the main theories and principles of managing service quality. Justify the
importance of measuring service quality. Conceptual understanding of service quality through relationship
between Customer perception, expectations, satisfaction, business
performance
Customer satisfaction is a subject of great interest for organisations and researchers. The
main objective of organisation is to maximize the profitability and minimization of cost. Profit
maximisation can be achieved with higher sakes and least cost, one of the major f actors that can
lead to achievement of higher sales is the increased customers satisfaction that leads to building
up of customer loyalty, recommendations and further there is repeated purchases (Benavides-
Velasco, Marchante Lara, and Quintana García, 2017).
Customers are becoming very vital in the are of business from the view of operations
management it is obvious that customers are playing a crucial role in improving of the overall
organisational process.
Customer expectations it encompasses everything that a customer is expecting from the
service, product and a organisation. Customer expectation are created in minds of customers
according to individual experiences and their learning insights according to pre exiting
knowledge and experiences. In context with park avenue customer expectation is encompassing
everything that a customer expects from service, product or the organisation. It is created in
minds of cumbersome based on the both implicit and explicit expectations regarding the product
or the services that they have purchased (Libkovska, Vasilevska and Ozola, 2019). The
performance expectation lead to creation of a dynamic element because of anticipation of
changes over time. They may also posses service level expectations and interpersonal
expectations that is related to building of customer relationship with the park avenue hotel.
There are some of the factors that are affecting customer expectations such as previous customer
experience, customer communication, reviews and word of mouth.
Customer perception is regarded as the customer opinion of the business and products. It
is summarizing the way customers are feeling about a particular organisation. By monitoring of

the customer perception there is spotting of the common errors so that there can be further
improvement of the overall customer journey.
Measurement of customer perception in Park avenue hotel requires to gathered a variety
of data both in qualitative and qualitative form. There are some ways that can be adopted for
improvement of customer perception such as looking inward, striking an emotional chord with
customers, leaning on use of a positive language, commitment to consistence, filling of haps
before they become more evident, breaking down of the data silos and last step is taking of
timely customer feedbacks.