Importance of Management and Measuring of Service Quality

This article discusses the importance of management and measuring of service quality in the hospitality industry. It explores the impact on front line employees, managerial implications, and employee engagement. The case study of The South Quay Hotel is used to illustrate these concepts.

Service quality

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
What are the Importance of management and measuring of service quality and
recommendation of appropriate service management methods.............................................3
TASK 2............................................................................................................................................7
What are the current practises and assess the impact on front line employees, managerial
implications and employee engagement.................................................................................7
TASK 3..........................................................................................................................................11
Explain Customer Feedback System (CFS) model which an company may use it to monitor as
well as continually enhance service quality.........................................................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Service quality refers to the aspects which means as an delivery system of goods and
services which is meant to take out the effective results in the service industry. It is connected
with the level of satisfaction of their customers on the services which they availed by the
business enterprise. The main aim of the organization is to provide their services in an effective
manner which helps the in increasing their sector of services while providing the prominent level
of satisfaction to their customers. When the customers get high level of satisfaction then they use
to promote it by mouth to mouth publicity (Arbelo-Pérez, Arbelo and Pérez-Gómez, 2017). For
increasing their quality the company uses to innovate their services while adopting the updated
techniques in their services. This helps in proving effective and efficient services to their
customers. Beside this the firm is also concerned about the improvement of the operational
qualities in their workforce because in the service industry customers use to direct contact with
their staffs in order to avail the services. The attitude and behaviours of their staff will be
affected their customers satisfaction on the services provided by the company. This assignment is
based upon the South Quay Hotel which is operating since 2005 AD which is located in South
Quay DLR in London East. It has around 100 rooms which are designed modern and stylish for
all class of standards. This report is based upon the case study the South Quay Hotel which deals
with the managing activities of their services and the feedback of their customers.
TASK 1
What are the Importance of management and measuring of service quality and recommendation
of appropriate service management methods
Management means the process which helps the company to monitor their activities in
order to attain their objectives in an effective manner. It plays an important role in achieving the
targets of the company as they determine the various factors which helps them to assemble,
organize, integrates the resources in an effective manner. When the resources of the company are
not properly arranged then that will have an negative impact on the organisation.
The main function of the company is to maintain their services which will be helpful in
attaining their targets. Hospitality industries organization works on providing the good quality of
services by putting extra efforts in maintaining their standards which will enhance their image in
the marketplace.

Importance of managing service quality:
Every organization needs to maintain their service quality during achieving the goals of
the firm. The quality of their services will be depended upon the feedbacks and satisfactions of
their customers who are availing their services (Cao and et. al., 2019). This helps the firm to
differentiate their services from their rivals. This tool of management helps in enhancing their
quality of services of their products and services. There are several factors which are as follows:
Survival in long run: The quality with context to numerical and quantitative
specification quality can be measured so that the company ca analysis their standards of services
and what are the customer’s requirements. When the company is maintaining the good quality of
their services then it will resulted in enhancement of their revenues and helps the firm in long run
survival (Ghorbanzadeh, Abdelhadi and Clancy, 2017). The proper supervision over the market
helps the firm to analysis their competitors about what they are providing and in what manner
they are providing their services. It helps them in maintaining their own standards which leads to
attract large number of customers. For surviving in the market the firm has to maintain the good
quality of their services.
Competitive advantage: The customers has a huge amount of options to satisfy their
needs for which they can analysis the best for full filling the demands of their needs and wants.
For surviving in the market the firm has to maintain their standards of quality.
Enhancement of customer experience: When the company uses to manage their quality
of services which will be helpful in managing the customers experience. When the organization
uses to improve their quality, which will be resulted in enhancement in the customer’s
experience which will be resulted in the growth of organization.
Marketing and Promotional tools: It means when the company uses different techniques
to develop their services and promotions of such services this will be helpful in satisfying their
customers. The satisfaction of the customers can be used as a tool by the company in order to
promote their services in the marketplace. This technique helps in attracting more customers. For
this the company has to maintain high quality of their services due to which mouth publicity can
be received which will be held as a positive result towards the growth of the firm. . This is
known as indirect method of marketing in which loyalty of the customer can be made in the
market.

In the hospitality industry the organizations can face numerious challenges with regards
to their quality (Gunasekaran, Subramanian and Ngai, 2019). In this case it is difficult for the
firm to maintain such structure. To rise over this problem the firm uses to adopt different
techniques which will be helpful in maintaining their structure. To enhance their performance the
company can follow the various steps which are as follows:
Measuring service quality:
To resolve the above mentioned problems the company can have a clear understanding in
enhancing their services at prominent manner for which there are various steps that the company
can follow in order to attain their objectives: First step: with context to the case study, The South Quay Hotel use to manage its 4 star
hotel’s services quality and their performance for attaining the satisfaction of their
customers. There primary aim is to provide services in an effective manner which helps
them in generating revenue and brand image in the market which resulted in sustainable
growth of the organization. They chosen organization provides the service of food and
beverages, bedding services, room services and many more services related to hospitality
industry (Moravejosharieh, Ahmadi and Ahmad, 2018). The higher the firm provides
services the greater their customers will be satisfied and this will enhance their rating.
 Second Step: the second steps talks about the gap between the desired goals of the
company and what they achieved is measured. The managers use to appoint the proper
staff to fill the gap so that it can be removed. To attain the desired performance of the
workforce the managers are appointed to supervise them properly so that they can guide
them and look after their function accordingly. The outstanding aim of the organization is
to fill the gap so that it will be easy for the firm to attract new customers and to enhance
their values. In case of The South Quay Hotel, the managers use to prepare the detailed
information about their working and on their desired targets. This will leads to the
increase in the value of customers and helps in satisfying them in an effective manner.
The above discussed steps it can be summarized as customers perception and their satisfaction
plays an important role in determining the quality of the services of the organization and this also
helps in enhancing it. There are five dimensions which are which are required to be examined
those are as follows:

Responsiveness: this factor refers to the proper execution of services and discuss about
the ways which will be helpful in rendered the performance of the organization. The South Quay
Hotel is failed in attaining the desired goals of firm and also not able to provide satisfactory
services to their customers (Han and Hwang, 2017). Clients of the hotel faced many issues in
their provided services which resulted in negative image of their brand in the market. Some of
the issues are related to poor services, low quality of food, dirty rooms, long awaited time and
many others.
Assurance: This refers to the assurance of the customers who has availed the services.
The South Quay Hotel’s front office department is responsible for solving the problems of their
customers. In this case scenario, the customers faced lots of problem which are related to their
service, quality of food and other issues but the managers of the organization failed in resolving
their issues which resulted in negative feedbacks of the company. This resulted in high assurance
problems of clients which the firm is expected to solve them on time in an effective manner so
that they can satisfy their customers to eliminate their inconvenience.
Empathy: The South Quay hotel is expected to manage the all dimension of services
which are provided by them (Hasan, Al-Turjman and Al-Rizzo, 2017). The workforce and
managers are trying to solve their customer issues so that it will be grateful for the firm to attain
their customer’s empathy. This resulted in enhancing the customer’s satisfaction by them their
quality of services.
Reliability: This refers to the capability and competence for the service provider. The
South Quay hotel they are required to offer their services in an effective manner as they
promised so that it will be easy for the firm to attain their set desires. This helps in attracting
their customers in availing their services.
The above discussion of different factors are of RATER model, in order to attain the of
services high quality. This helps The South Quay Hotel to analysis their customer’s expectation
and their standard on which they are providing services. To full fill this gap the managers of the
hotel is trying to provide training to their workforce so that they can provide better services to
their customers in an effective manner.
Improvement of service quality:

When the company has to render their services then they have to provide better services
to their customers in an better ways (Ivanaj, Nganmini and Antoine, 2019). There are various
steps which can be followed by The South Quay Hotel which are as follows:
 Understanding the expectations of the customers: The South Quay Hotel has always
prefer their customers expectation at privilege. The company always use to focus on their
expectations of their customers which helps them to deal with the market situations. The
company has to focus on the social media platforms in order to determine the needs and
wants of their targeted customers.
 Performance: The company has to develop and understand the actual performance which
take place and improve various improvements and modifications to improve their quality
and services to satisfy their customers.
 Communication: The South Quay Hotel has developed their standards of communication
within and outside the organisation this helps in filling the expectation of their customers.
Social media platform is used to analysis the expectation of customers so that they can
filled in an effective manner.
The above mentioned points are helps the organisation to measure their quality of
services which are render by them (Ning and et. al., 2017). The quality must be provided by the
business in order to recognize their brands in the competitive market. This resulted in enhancing
their quality of services and the profitability of the firm.
TASK 2
What are the current practises and assess the impact on front line employees, managerial
implications and employee engagement
With the context of The South Quay Hotel which posses many problems like less rewards
from the employer. The employees use to complain more related to their wages which are paid
by the company. This resulted in many turnover of the employees with lack of empowerment.
When the company heirs their employees then they failed in analysing them which resulted in
dissatisfaction among the workforce (Nisar and Prabhakar, 2017). When the company has to
improve their services they have to examine the candidates in an manner which satisfy the
desires of the organisation. This leads in improving the quality of the services which are

provided by the company. There are several modifications which are taken by The South Quay
Hotel in last two years.
Current Practices
There are several practices which are adopted by The South Quay Hotel by recognising
the techniques which helps the first desk of the company to put various efforts so that they can
provide better services to their customers which helps them in satisfying them in an effective
manner (Jain and Aggarwal, 2018). Front desk department is responsible for dealing with the
customers directly. They also coordinates the other services in order to provide such services to
the customers. Many a times they solves the issues of their clients so that they can enjoy their
provided services in an effective manner. They make sure that their customers are in comfort
within the premises and with their services. They maintain proper feedbacks from their
customers which helps them in enhancing their quality of services which increase their brand
value. There are several steps which must be followed by the front desk department in order to
satisfy their operations such are as follows:
 They must treat their clients equally in an polite way which helps the customer's to
interact with them easily. For this the employer must provide proper training to their
employees so that they can learn the different techniques which will be helpful in order to
communicate with the customers.
 The front desk employers must have an skill of problem solving. When the customers
faces any trouble then they first communicate their issues with the front desk. They must
be able to solve those issues and satisfy them so that they should leave the place with the
positive thought (Kennedy, Mahajan and Urpelainen, 2019). The customers must be
satisfied with the solutions which are given by them. They should not take long time to
resolve the issues which makes them inconvenience.
 The company must take less time at the time of check out of their customers. They must
deal with them in an polite manner so that there will be no arise of the issues. When they
saw that the customer's check out will take time then they need to serve some beverages
to them so that they can be clam and happy with the services. This leads to construct the
good image of the company in market.

 To attain the highest satisfaction of their customer's the company has to develop an
effective training programs for front desk staff so that they can provide better services to
their customers (Li and et. al., 2017).
To attain the higher satisfaction of the customer the front desk department must adopt
various aspects so they can easily attain the customers satisfaction in an effective way. The
South Quay Hotel uses to provide training to their employees who are assigned to address their
customers on Front desk. They must ensure that customers will not face any issues during the
process of check in and check out. They must provide essential services to the customers on
time.
Managerial Implications
The South Quay Hotel has to provide training to their managers so that they can ensure
better quality of services which helps them to attain the satisfaction of their customers. The
managers must take essential measures to ratify the problems of their customers (Upadhyayula,
Dhandapani and Karna, 2017). The company must follow some of the measures in order to attain
the organisational goal some of which are as follow: Customised Services: The South Quay Hotel must provide services according to the
needs and wants of their customers so that they can be easily satisfied with the services.
The managers has the duty to motivate their employee's so that they can perform such
factors which are highly expected by the business enterprise. Some times it is difficult for
the hotel to full fill all the desires of their customers which becomes challenging for the
managers to provide such services which are not easily available.
 Empowering the employee's: The South Quay Hotel must provide health and positive
environment of working in the organisation. They must provide the satisfactory
environment to the employees which makes them motivated to work with the
organisation to attain their common goals.
With context to the case study, the Hotel's manager used to analysis the needs of the
customers so that they can attain their satisfaction which resulted in the growth of the
organisation (Malik and Oberoi, 2019). It is essential for the company to determine the
performance of their staff work this will be helpful in the performance of the work this can be
done by motivating their employees which helps them to provide proper outputs to the
organisations.

The employers must provide some motivations to their employee's in order to attain
common goals. It helps in creating the good image of the company in the market. This leads to
the in developing positive image in marketplace which enhances their revenues.
The company must provide motivation with respect of threats and rewards totheir
employees. The employee's must be aware about the threat of loss of jobs and the criteria of the
same so that they should not perform such activities which resulted them in termination from
their job. The managers must provide the knowledge of monetary rewards and other rewards
which re provided by the company as an appreciation of their work so that the employees must
perform such functions which will be resulted in their rewards. Monetary rewards are expected
more by the employees of the South Quay Hotel.
Engagement of workforce and employee's
Employees engagement refers to the passion towards their jobs on which they are
assigned in the organisation. It is important because it goes beyond activities, games and events
in the organisation (Masserini, Bini and Pratesi, 2019). It helps the employees to look into
themselves and analysis it where they are fit in the operations of the business enterprise. It is
helpful to get better outcomes. It is not same as employees satisfactions. It is the kind of the
emotional commitment which is used to complte the task assigned in the organisation. It helps in
motivating the employees which helps the organisation to attain their desires more easily.
 Customers are allowed to give their views: when the employees of The South
Quay Hotels are free to communicate about their about the suggestions which are
helpful to motivate them and in the smooth working of the organisation. It will
enhance the productivity of the company. On another side when the customers are
at liberty to share their feedbacks with the Hotel which leads to provide better
quality to their customers so that they can be satisfied with the services which are
provided by the Hotel. The South Quay Hotel has developed their communication
channel so that there will be better interaction with the employees and customers.
 Design Mentorship Programs: These kinds of programs helps the employees in
motivating them so that they can provide better outputs to the organisation. They
motivate them to achieve the organisational set targets. With the helps of their
skills and knowledge which is beneficial for both company as well as personal
growth and development of the employee. These strategies will be always helps

for the employer to win as motivate their employees will be never in loss to the
owner of the business.
With context to the case study, The South Quay Hotel, it is noticed that the employees are
not happy in the organisation because of lack of motivation by the employer and which makes
the negative environment within the company. This leads to the less of effective work from their
employees which resulted in the loss of the organisation. It affects the employer and employees
relations which has an negative impact on the working of the company. To overcome with this
the employer has to motivate their employees which helps in altering the environment as positive
of the company (Pattanayak, Koilakuntla and Punyatoya, 2017). The employer can motivate
them with the help of small gestures or monetary benefits which attracts them and resulted in
improvement in their working.
TASK 3
Explain Customer Feedback System (CFS) model which an company may use it to monitor
as well as continually enhance service quality.
It is the important tool which helps in taking the views of the customers after they availed
their services. Most of the organisation uses this tool in order to analysis about their own services
in the company. The front desk employees takes the feedback of the customers for understanding
better services which can be provided by the company (Yang and et. al., 2017). This tools helps
in measuring the satisfaction of the customer. There are different modes on which the employees
can take the feedbacks such as online platform, by maintaining the register, with the help of the
tool Voice of customer and many others.
Customer's Feedback: With dealing with the hospitality industry the South Quay Hotel
deals the model of customers feedback when acquiring the information and valid reasons which
helps the company to develop their performance in order to get the customer satisfaction. It is
analysed by the chosen organisation to examine their services while receiving the negative
feedbacks in lieu of their services. The feedbacks are taken by the company which helps them in
developing their services to enhance their customers satisfaction. This also helps the company to
resolve their issues on time with high degree of effectiveness. The South Quay Hotel has
developed the techniques so that they can get the error free feedbacks.

Create efficient customer feedback loop: It is important for every organisation to
manage their customers feedbacks in order to develop their planning and strategies so that they
can work in an effective manner. It is made to improve the quality of products and services
offered by the organisation. Some of the major aspects are discussed below:
 Gather information: The company must ask their clients so that they can start collecting
opinions. The company has to analysis the feedback with the help of asking various
customers related to their products which are offered by the organisation. The company
has to ask the clients about their needs and wants so that the company can full fill them
in order to attain their goals. This helps in examine those loops which are making
huddles in creating the positive market image in the market. This will enhance their
goodwill also. The social media plays an important role in order to analysis the needs
and wants of their customers so that they can have an positive impact on their brand
image (Wu, Cheng and Ai, 2018). The management team of the company has keeping an
record on the of preferences and requirements and the taste of their targeted customers
which provides the company to act upon those in order to attain the satisfaction of the
company. The hospitality industry has to provide customers high quality in their services
so that they can provide satisfaction to them. The companies are not supposed to
compromise their quality in order to generate high profits.
On the other side, when the customers are taking help to examine their willing and get
distinct quality of products and services which helps in attracting them and builds a trust on their
brand. This helps the brand to get higher level of satisfaction of their customers in order to
sustain the growth in market and competes their revival companies. The South Quay Hotel is
planning to adopt most effective methods so that they can provide better facilities to their
customers which helps in enhancing their satisfaction. Some of the methods are social media,
customer feedback, adopting digital techniques, score cards and many others. In hospitality
industry the coma pines use to develop their net promoter score which helps them to analysis the
individual choice which is associated with their services and products which are provided by
them. These uses different techniques to determine the wants of their customers which will be
helpful in order to get the positive image in the market. Distributions of the customer feedbacks: Under this head the enterprises uses to develop
such techniques which will be helpful for them take proper feedbacks from their

customers. Further the company can bifurcate their feedbacks into various heads so that
the organisation can get the clear meaning of those feedbacks in order to satisfy their
customers needs and wants. This helps the organisation to bifurcate it in an effective
manner which helps them in analysing the different techniques in order to process with
such feedbacks (Sharma and et. al., 2017). This helps the company to examine the issues
in sale, promotions, services and helps them to resolve it on early bases. The company
can adopt such techniques like taking live sessions, knowledge based articles so that the
employees can learn about the techniques which will be helpful in order to attain their
objective of the company.
 Action on the customers feedbacks: The South Quay Hotel always use to take the
feedbacks from their customers in order to improve their services. The customer
feedbacks plays an important6 role in order to determine the deficiency in services of the
hotel. The company use to overcome with this by the help of the feedbacks of the
customers only this will be helpful in enhancing the services of the South Quay Hotel.
This helps in increasing their revenue as the better they provides services the better
customers will be satisfied which will directly affects on their profitability. This leads to
get the effective results and enhance the quality of services which are provided to their
customers (Wang and Lin, 2017). Only taking the feedbacks from the customers will not
enhance their services unless and until the company will not obey those instruction to
satisfy their customers. It is important in the every industry to accomplish their goals
while filling the requirements of their customers.

CONCLUSION
The above report can be concluded as the main objective of the hospitality industry is to
provide an satisfactory services to their customers. This report is based on The South Quay Hotel
which uses different strategies in order to obtain the satisfaction of their customers. The healthy
environment of the organisation will leads to the solve the conflicts related to employees and
employer's and also with their customers. This report consist of different strategies and tactics
which helps the company to provide better services to their customers. This will be impacted on
the growth of the organisation. This also resulted in better decision making related to the general
and managerial issues which will enhance the employee engagement. This report has discussed
the quality of services which render by the South Quay Hotel and the recommendation to which
helps the company to take proper management methods. Lastly, the report is discussed about the
customer feedback system (CFS) which is an very helpful model to monitor the services to
enhance their quality of services.

REFERENCES
Books and Journals
Arbelo-Pérez, M., Arbelo, A. and Pérez-Gómez, P., 2017. Impact of quality on estimations of
hotel efficiency. Tourism Management, 61, pp.200-208.
Cao and et. al., 2019. Dynamic embedding and quality of service-driven adjustment for cloud
networks. IEEE Transactions on Industrial Informatics, 16(2), pp.1406-1416.
Ghorbanzadeh, M., Abdelhadi, A. and Clancy, C., 2017. Quality of service in communication
systems. In Cellular Communications Systems in Congested Environments (pp. 1-20).
Springer, Cham.
Gunasekaran, A., Subramanian, N. and Ngai, W.T.E., 2019. Quality management in the 21st
century enterprises: Research pathway towards Industry 4.0.
Han, H. and Hwang, J., 2017. In-flight physical surroundings: Quality, satisfaction, and traveller
loyalty in the emerging low-cost flight market. Current Issues in Tourism, 20(13),
pp.1336-1354.
Hasan, M.Z., Al-Turjman, F. and Al-Rizzo, H., 2017. Optimized multi-constrained quality-of-
service multipath routing approach for multimedia sensor networks. IEEE sensors
journal, 17(7), pp.2298-2309.
Ivanaj, S., Nganmini, G.B. and Antoine, A., 2019. Measuring E-learners' perceptions of service
quality. Journal of Organizational and End User Computing (JOEUC), 31(2), pp.83-
104.
Jain, P. and Aggarwal, V.S., 2018. Developing a service quality scale in context of organized
grocery retail of India. Management Decision.
Kennedy, R., Mahajan, A. and Urpelainen, J., 2019. Quality of service predicts willingness to
pay for household electricity connections in rural India. Energy policy, 129, pp.319-
326.
Li and et. al., 2017. A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method
for evaluation in-flight service quality. Journal of Air Transport Management, 60,
pp.49-64.
Malik, G. and Oberoi, M.K., 2017. Analyzing the impact of elevated service quality in online
banking services on customer satisfaction. Aweshkar Research Journal, 22(1).
Masserini, L., Bini, M. and Pratesi, M., 2019. Do quality of services and institutional image
impact students’ satisfaction and loyalty in higher education?. Social Indicators
Research, 146(1), pp.91-115.
Moravejosharieh, A., Ahmadi, K. and Ahmad, S., 2018, October. A fuzzy logic approach to
increase quality of service in software defined networking. In 2018 International
Conference on Advances in Computing, Communication Control and Networking
(ICACCCN) (pp. 68-73). IEEE.
Ning and et. al., 2017. A cooperative quality-aware service access system for social Internet of
vehicles. IEEE Internet of Things Journal, 5(4), pp.2506-2517.
Nisar, T.M. and Prabhakar, G., 2017. What factors determine e-satisfaction and consumer
spending in e-commerce retailing?. Journal of retailing and consumer services, 39,
pp.135-144.
Pattanayak, D., Koilakuntla, M. and Punyatoya, P., 2017. Investigating the influence of TQM,
service quality and market orientation on customer satisfaction and loyalty in the Indian
banking sector. International Journal of Quality & Reliability Management.

Sharma and et. al., 2017. Structural equation model (SEM)-neural network (NN) model for
predicting quality determinants of e-learning management systems. Behaviour &
Information Technology, 36(10), pp.1053-1066.
Upadhyayula, R.S., Dhandapani, K. and Karna, A., 2017. The role of cluster presence and
quality certification in internationalization and performance of offshore service
providers. Journal of International Management, 23(1), pp.72-86.
Wang, E.S.T. and Lin, R.L., 2017. Perceived quality factors of location-based apps on trust,
perceived privacy risk, and continuous usage intention. Behaviour & Information
Technology. 36(1). pp.2-10.
Wu, H.C., Cheng, C.C. and Ai, C.H., 2018. A study of experiential quality, experiential value,
trust, corporate reputation, experiential satisfaction and behavioral intentions for cruise
tourists: The case of Hong Kong. Tourism Management, 66, pp.200-220.
Yang and et. al., 2017. Understanding the quality factors that influence the continuance intention
of students toward participation in MOOCs. Educational Technology Research and
Development. 65(5). pp.1195-1214.