Importance of Measuring Service Quality Assignment

SERVICE QUALITY

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Demonstrating the importance of managing and measuring service quality with various
recommendations to adopt different service quality management methods................................1
2. Current service delivery practices of Canary Wharf Hotel and the impacts of such services
on front-line employees...............................................................................................................4
3. Customer Feedback System (CFS) framework .......................................................................8
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Service Quality (SQ) is the product of efforts that every member of company invests in
satisfying consumers. It is an accomplishment in customer services from the viewpoint of
business management. SQ is the delivery of excellent services in relation to expectations of
consumers. Quality is giving better services than customers expect. It reflects at each service
encounter. Consumers form service outlooks from the previous experiences, word of mouth and
marketing communication. People compare detected products with the expected services.
Customer services depend on conformity of expected advantage with detected results
(Dabholkar, 2015). Service quality can be related to potential, process and result of services.
Improving service quality assists in raising profits and long term competitiveness of
economic. Improvement of operational procedure is accomplished betterment to service quality.
This study is based on Canary Wharf Hotel. It is the 3 star hotel, situated in East London that is
only 10 minute walk from Heron Quays Dockland Railway Station. The hotel has 100 modern
and stylish en-suite rooms involving standard, executive and premier. They open conferences
and banqueting suite of three event venue spaces that are suitable for hosting conferences,
meeting and other functions. This report will justify importance of managing and measuring SQ
as well as adoption of appropriate management methods for improving the quality. It will assess
the impact on front line employees on their engagement and also managerial implications. It will
produce customer feedback system (CFS) framework in relation with monitoring and improving
service quality.
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MAIN BODY
1. Demonstrating the importance of managing and measuring service quality with various
recommendations to adopt different service quality management methods
Service quality can be determined as the efforts of the staff members of hotel service
industries in order to satisfy customers. The process of managing the quality services delivered
to customer according to expectations is called as Service quality management (Ali and Raza,
2017). Generally, hospitality industry assesses the quality of services provided to consumers
either it may be customer care services, food facility, room availability, comfortable living space,
etc. as hospitality industry mainly focuses towards great services that deal with the satisfaction of
consumers.
For example: managers of company come to know about the feedback of customers from
social media. Comment was regarding the complaint of staff members as customers asked to
customer care services about the type of goods and services delivered. The response was so
unusual when the employee of hotel does not know about product they are selling. They need to
possess a knowledge about such services served by their company.
Suggestions
The agents are mainly appointed for the purpose of solving customer services, so
basically they are representation the whole hospitality industry while answering customers. Even
though, these agents don't have to be expert in technology behind the product. Customer care
team members only need to establish a strong communications so they will be able to customers
about what they are looking for and how they will they get answered about the queries. They
need to be highly communicative, being knowledgeable and also need to possess convincing
qualities.
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Service quality employees need to be managed and well trained with right tools and
techniques, even they need to be trained to excel in customer service. Generally quality
management has four components such as quality planning, quality assurance, quality control
and continual improvement (Brown and et.al., 2017). Such components are engaged in different
types of tools and techniques in order to ensure that the throughput meets the expectations of
customers. Customers are Brand Loyal and as if they spend money they like to be treated nicely
and they form a positive association about the same brand so quality services are directly linked
to retention of clients. All the employees need to focus towards enhancing the quality of services
that ends up creating a loyal customers of the company. It is very important for the quality
service manager to measure the performance of customer care team as they are directly interact
with consumers and they may be responsible for gaining and losing the loyal customers of
organisation.
Timely management and measurement of service quality is important for the
organisations as it helps in attracting loyal customers towards the goods and services of a
specific organisation (Kumar, Sujit and Charles, 2018). It is critical to understand that winning
the heart of customers consumes lots of time, energy and efforts, Satisfaction of the customers
leads to the increased sales of the services and hence result in maximised profitability of the
hospitality industries. More profits will leads to sustainability of the company in this highly
competitive world. Importance of quality services are as follows:
The key for providing good quality customer services and retention of the customer for
longer term is providing the customer with lasting value which was acquired during previous
experience. Quality services are important as it acts as a revenue generator which assure the
quality of services that meets the expectations of customers. Quality services are also important
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because these services helps the industry in further development and growth. This is important
because it holds the loyal consumers which are the main source of earning the profitability in the
company. Measuring the quality services is important because it helps in providing the correct
estimations of the performance of the organisation in order to satisfy the marketing needs and
requirements (Dabholkar, 2015). Ultimately all the employees need to enhance the skills to
deliver proper quality based services that results in satisfied customer and thus helps increasing
the reputation of the firm in the market.
This includes various methods and techniques to improve the service quality of
restaurants. One of the most common method is Servqual which ensures the proper
measurement of subjective element of service quality. It can be determined by a survey of the
customers in which they are asked to rate the services as compared to their expectations. This
survey basically includes five questions related to reliability, assurance, Tangibles, empathy and
responsiveness of customer care service department. Another technique to identify and measure
the service quality of restaurants is Post service rating. This is the practice of asking customers
to rate service just after it has been delivered (Services in Hospitality industry, 2015). This rating
includes 1 to 5 rating scales as it includes various marking such as great, okay, not so bad, not
good, worst. With In App Survey method, the feedback is asked at the time when visitor is
visiting the web site or an Application instead of asking them after services or via mail. One of
the influential tool was developed named as CES (Customer Effort Score) (Long, 2018). This
technique helped in determining that 96% of customers with high effort score were less loyal as
compared to those 9% with low effort score.
Nowadays, very common and popular technique which is generally adopted by most of
the organisations is Social media monitoring. This method is gaining huge popularity as all the
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people are engaged in using social media as a marketing tool that attract and gather large number
of people towards the latest and hot topics arrived in society. All the people weather they are
teen, adult or senior, they are all become so attracted towards the social media such as Facebook,
tweeter, YouTube, etc. This technique is very common as it helps in easily taking feedbacks
from the customers about quality of services delivered. Even popups are now used to take quick
reviews and feedbacks from customers and this helps in estimating the correct problems of
consumers which consuming such services from a specific organisation. This is the great
technique to identify or track talks of people about image reputation and customer services of
company.
2. Current service delivery practices of Canary Wharf Hotel and the impacts of such services on
front-line employees
Canary Wharf Hotel is a three star hotel operating in Canada since 2000 AD. This Hotel
provides various lavishing facilities such as Gym, spa and swimming pool, etc. (Dhar, 2015).
Other than that, Canary Wharf Hotel also provides formal dining space that provides breakfast
and lunches at Brasserie and Norman Bar and restaurant which serve the customers till lunch
time and evening services for a range of international and national cuisine. Staff members of this
hotel attracts business as well as leisure guests and the restaurant has recently updated the
reception area, rooms and renovated all the interiors of the hotel. This renovation have resulted
in improved customer attention towards the services of the hotel.
Current services of the Canary hotel
Current services of the hotel consists of:
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Various luxurious facilities such as comfortable living space for people. This hotel
provides very delicious breakfast, lunch and dinner facilities in affordable prices to customer
which helps in influencing the purchasing decision of the people.
The classy renovation of the interior of the hotel, there was a 200% rise about the hotel
inquiries from the side of the customer (Dos Santos Netto and Freitas, 2015). People started
approaching the hotel management which have caused increase in the hotel room bookings and
event bookings, etc.
The international bar facilities which attracts most of the business class travellers
towards the services. The services this hotel are mainly focused towards the requirement of the
customer and thus it ends up with the satisfaction of the consumer.
Current services of the restaurant were up-to the mark but in last six months, Trip advisor
of Canary Wharf Hotel have identified many serious issues within the hotel. These issues has
greatly influenced sustainability and growth of the firm. Employees of company follows the
quality standard but that was not timely monitored and supervised by the managers of the hotel
therefore it arises a lot of communication gap between the employees. This leads to the lack of
customer services and resulted in the retention of the loyal customers within the company. This
situation was mainly occurred due to the lack of knowledge within the customer care employees
and this problem can be resolved as soon as possible.
This issue can be resolved within the hotel by implementing training and continues
development plan within the company. This strategy will help in improving the quality of
services to customers and it will also be used to satisfy the needs of the customers.
Implementation of training and self-development campaigns for the existing employees also help
in improving the skills and knowledge about the services provided by the Canary Wharf hotel.
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One of the important suggestion and advice provided by the consultant is to improve the
communicational skills of the employees within hotel industry which will help in improving the
interaction between the employees and customers (Epstein, 2018). Managers are also
recommended to improve the relationship of the employees at workplace which will definitely
help in improving the cultural and structural areas of the organisation. This will help in
improving the communication and services of the employees between each other.
One of the major feedback found by the company officials is that employees are not able
to answer clients properly as one of the customers have provided a negative feedback about
company on social networking sites which involves complaints about customer care employees
and managers sitting at the front desk. One of the customers has shared the personal experience,
when a customer enquired about the compensation amount if the rooms are not available then the
one of the employee replied to the customer that it was not their decision to compensate the
amount and that person even does not notify the customer that when he will get the repose about
this query.
This caused a lot of the problem and customers did not get the appropriate response after
many times of calls in hotel. This problem was basically arrived due to the communication gap
between staff members and manager (Firestone, 2017). This will be resolved by promoting the
flexible cultural environment at workplace. Recommendations of this quality service includes the
implementation of strategies that will help in promoting positive working environment and thus,
this will help in satisfying the workforce of company and this will engage them towards the
quality based services. Quality based services will attract a large number of customers and this
will again help company in regaining its sustainability and economic stability in the market.
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Company basically used to follow various quality standards to meet the expectations of
the customers. The service culture of the hotel mainly follows basic service standards such as
quality assurance, recognition and attentiveness. Although after adopting such quality standards
also company cannot be able to handle the situation in dealing with the loyal consumers. In order
to identify the main reasons behind this declined industry, managers of Canary Wharf have
approached and service quality consultant who will helps the hotel in regaining the loyalty of
customers and also helps the company in again achieving successful operations of the
organisation. Company is adopting the updated technology of software. These technology tools
will be able to handle all the minor work of the hotel such as reservations of the room bookings
which are automatically taken by the systems. It will help the employees of company in investing
their time on important practices of hotel.
The consultant also advised the company to promote continues development in the
company in order to increase the knowledge and skills of the existing employees. Also,
managers of Canary Wharf hotel have to promote the use of feedback system within the hotel.
Feedbacks and reviews will help the company in identifying the problems and issues of the
customers (Ghorabaee and et.al., 2017). Company need to appoint an expert customer care
employ in order to manage all the queries and complaints of the customers. This will helps in
providing quality based services to consumers. This will also help in attracting large number of
customers towards the luxurious facilities of the hotel. This customer feedback and reviews can
be obtained from the website of the company and the managers also need to collect the face to
face feedbacks from the customers at the time of checkout from hotel.
Company started improving the procedures and cultures or organisation as they included
personalised approach by using guest name once it has been known. In order to empower the
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staff members of the Hotel Canary Wharf. Also, company have also focused in in providing the
quality based foods and beverages within the restaurant. Company hired a service quality
consultant to improve the customer satisfaction and economic growth of company. So overall
various recommendations are provided in order to improve the quality of services in Canary
Wharf hotel. Various suggestions includes the employing new highly communicative employees
and also establish proper trainings for improving the skills of the existing employees.
Employee empowerment can be termed as providing the responsibilities and authorities
to staff members regarding their operational tasks. As Canary hotel is facing lots of problems
regarding the customer services so, staff members need to be attentive towards taking the
situational decisions. This helps in providing surety to customers about the solution of problem.
This will ultimately help in retaining the loyal customers of company.
Various issues faced by this hotel are like it has been found that hotel has provided great
facilities but poor quality of services which led to reduce its loyal customers. The major issue
faced by consumers was that they need to wait for 1 hour at reception area if they have to check-
in. So, this was the major problem which was arrived due to which Canary hotel was greatly
impacted. Due to ineffective management of staff members, Canary Wharf had to suffer huge
losses that have affected the reputation of this hotel in market or in the minds of people.
Customers begin to apply for another services of different hotel and gradually, this industry has
lost its control over the loyal customers.
Various recommendations are provided by this quality service consultant of the company
and such suggestions are like managers of Canary Wharf hotel have to rebuild the customer care
team in order to kindly handle all requests and queries of consumer. Being the consultant of
company, he has advised to employ more employees within company in order to handle all
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requests generated by customers (Hussain, Al Nasser and Hussain, 2015). Most important
advices are given by consultant to managers of Canary Wharf hotel in order to regain the
sustainability and growth of firm.
Questionnaire
Name
Age
Gender
Q-1 Does the customer care service staff members meet expectations of customers?
a). Yes
b). No
Q-2 Proper training of the customer care team developed proper understanding within
employees to handle the requests of large number of customers.
a) Yes
b) No
Q-3 Quality of services have improved after taking feedbacks and reviews from customers.
a) Sure
b) Not sure
Q-4 What will be done by front desk employees in order to attend all customers and solve their
problems?
a) Canary hotel need to employ more staff members
b). Staff members need to assign proper tasks and duties.
c). Employees have to keep proper knowledge about the produce and services sold by
the hotel.
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Q-5 Quality services of Canary Wharf hotel will be improved by which of the following
techniques?
a) Documentation analysis
b) Customer effort score
c) Social media monitoring
3. Customer Feedback System (CFS) framework
Customer Feedback System (CFS) framework:
Canary Wharf Hotel utilises e-commerce system to allow customers to post their
feedback on particular businesses, products and services for production and marketing process.
There are many sites that offer feedback system in relation to provide perception to business
person and their marketing teams to improve their business, quality of product or services as well
as overall customer experience (Zhuang and Babin, 2015). Firm utilises different methods to get
quality customer feedback to improve and monitor quality of services.
Provide dedicated feedback forms on site:
It is necessary to provide dedicated feedback email and forms on site by company. If
there are any objections then customers communicate their grievances by this mail. This remains
one of the most effective concepts of generating feedback (Pal, 2018). Company takes this step
further through giving dedicated feedback form which is placed prominently on website. This
form involves all relevant questions related to feedback. It is easily visible on the website.
Measures customer service performance:
It is necessary to send out an email survey when complaint ticket is blocked. The purpose
of this study is to demonstrate resolution according to expectations of customers. A simple
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alternative is to give customer’s option to rate their experience on scale of 1 to 5. This rating can
reveal valuable trends over time (Dhar, 2015). Company use another example is the order of
question that allow yes or no results.
Call customer regularly:
It is essential to call customers which is highly individualised way to try customer
feedback. This concept is proactive and generates the best results. The benefit of this concept is
get first hand feedback, direct from consumers. Furthermore, hearing customer's sound and tone
gives chances to sense their satisfaction. It strengthens customer relationship and creates that
customer feel valued. This method is effort-intensive and reserve for high potential consumer
with long-standing relationship.
Utilise Email surveys for new consumers:
It is the best part about email surveys is that firm can search info on whole shopping
experience from lookup to transport (Ning and et.al., 2018). It is must for new shoppers. Firm
can send out this study within 3 to 5 days of order verification. Canary Wharf Hotel can utilise
tools such as Survey Monkey or Surveys any place to send out these studies.
Monitor social channels:
It is necessary to monitor social channels such as Facebook, Twitter etc. can be an
invaluable resource for consumer feedback. A mixture of tools are available that aid in social
listening or collecting proposition on social media about brand. Even some tools assist monitor
social presences of challengers. This method gives high chances to improve customer experience
and quickly respond to arise the issue. It is the best method to handle complaints by role of time
play as negative remark extended speedy.
Create online community:
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It is needed to create forum and community on websites or on social network for
generating excellent feedback. It requires continuous monitoring and full-time moderator for
easy to implement. The mediator roles involves starting new discussion, posting and updating
regularly responding to feedbacks (Gummesson, 2014). This concept raise engagement and
strengthens relations with customer. It can also give some excellent feedback and new thoughts.
Firm can use tools such as Get satisfaction and User Voice aid build people and facilitate
discussion among consumers and businesses. Company can boost and incentivize consumers to
share their experiences.
Monitor feedback on other sites:
It is necessary to monitor feedback on other websites, blogs, online communities etc.
They are likely to open their anger on these forums, if customer are not happy with resolution to
negative experience. Tools involves Trackur, Yext and Google Alerts. These tools also gives
information on feedback about competitors.
Facebook reaction:
Recently, Facebook discharged five new ways that people can interact with easy-going
beyond the traditional like, comment, and share buttons by introducing reactions which involves
love, ad, wow, etc. (Bansal and Taylor, 2015). These new reactions offer chances to engage with
more customer and get fast, simple feedback about an available good and collecting ideas about
future products and services. High percentage of consumers accompany their reaction with
written thought.
Ask feedback right after purchase:
If company want to get the feedback about purchase experience on site, so that company
has the best opportunities right after purchase. After finalizing purchase, they are displaying pop-
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up that can be really effective. It offers 20% off next order in exchange for result. It also assists
to create them repeat consumers.
Display the positive customer feedback:
There are many advantages of displaying customer feedback on websites of company. It
serves as motivation and identification for customer who have shared feedback and makes
customer feel valued. It encourages other consumers to give feedback, because of, they look that
it will not go accompanied. Company is more likely to share their experiences, if consumers see
more and more people sharing feedback.
In this context, Canary Wharf Hotel utilise mainly two methods such as monitor social
channel and measures customer services performance which can help to monitor and improve
quality of services such as housekeeping, room, conference and banqueting services etc. in order
to that, firm also utilise customer satisfaction score for measuring performance of customer in
relation to improve services quality.
Social channels: Social media is mandated to get customer feedback in hotel business.
Therefore, Canary Wharf Hotel needs to increase online presences and creates website on social
media channels. Because of, everyone utilise social media channels for purchasing every things
such as cloths, groceries, travel and hotel booking, etc. In order to that, some of customer give
feedback for their product and services in both positive and negative manners. With this,
company can know about customer preferences, demand, views and requirements towards their
goods and services (Izogo and Ogba, 2015). Thus, it is necessary to monitor social media
channels such as Facebook, Twitter, Instagram and so on. If the consumers are not happy by
purchasing their services, so that, firm identify issues and make efforts to improve quality of
services in the business. Through it, they easily satisfy customer needs and requirements as well
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as increase their expectation. By Facebook, Canary Wharf Hotel looks like, comments, reactions
as well as reviews to customer which can aid to improve service quality. These reactions offer to
chance engage with the more customer and gathering thoughts for improve service and quality as
well as future goods and services of the company (Pal, 2018).
Customer services performance: It is necessary to measures customer services
performance in the hotel business. Therefore, Canary Wharf Hotel focus on measuring execution
of customer services. By send out email surveys, firm know about customer demand, preferences
and trends towards product and services. So that, they give option to get feedback from customer
by rating the experiences on scale of 1 to 5. With this, Canary Wharf Hotel focus on improve
services quality and customer satisfaction towards their goods and services. Firm also utilise
another way that is yes or no question about product and services (Gummesson, 2014). In order
to that, company also utilise customer satisfaction score for measuring customer services
performance. It is measure of supply product and services to meet and exceed customer outlook.
It is most direct of customer satisfaction surveys methods and it measures customer satisfaction
with company, purchase and communication.
It is feedback tool which is highly impressive at measuring customer satisfaction score
and other key performance indicators on daily basis. With this, Canary Wharf Hotel easily know
about customer demand, trends and preferences on day-to-day basis. It is beneficial to customer,
because they feel valued when firm ask their opinion and ideas towards their good and services
(Bansal and Taylor, 2015). With this, firm make efforts to improve quality of services in the
business. For that, Canary Wharf Hotel also provides the training and development to their
employees for measuring customer service performance at workplace. This surveys if simple and
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beneficial to measure customer services execution. Firm get feedback from 6 respondents for
their services quality (Methods for measuring service quality, 2018).
QUESTIONNAIRE
1. What difficult would you like to resolve with our product?
There are many issues and complaints of the customers to the hotel manager. Most of the
participants said that employees are not providing services appropriately. So that, customers
want to company should resolve this issues.
2. How likely are you to suggest our firm to friend or colleague on scale from 0 to 5?
0 0
1 1
2 1
3 1
4 2
5 1
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Interpretation: From the above graph, it can be concluded that most of the participants
are likely suggest firm to friend or colleague.
3. Were you able to discover the information you were looking for on our website?
Yes 4
No 2
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0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2
5
4
3
2
1
0
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Yes
No

Interpretation: From the above graph, it can be concluded that the information on
available on the website will help in resolving the queries. So, 4 respondents are replied that any
kind of the information can be found on website of Canary Wharf Hotel in easy way. But 2
respondents are said that no, it is difficult to find in info on website of firm.
CONCLUSION
This report has summarised that service quality can be accompanied to sustain the
business for the longer run, this leads to effective operations and result of services. Improving
service quality assists in raising profits and long term competitiveness of economy.
Transformation of functional procedures is completed for the betterment to services quality. It
can be concluded that Customer Feedback System (CFS) framework that includes Facebook
reaction, Monitor feedback on other sites, Create online community, Monitor social channels,
Utilise Email surveys for new consumers, Call customer regularly, Measures customer services
performance, Provide dedicated feedback forms on site, Ask feedback right after purchase,
Display the positive customer feedback that utilise for improving services quality by Canary
Wharf Hotel. The study has discussed that importance of measuring services quality and methods
of services quality management adopting by firm.
Furthermore, report has completed that Canary Wharf Hotel utilises questionnaire as a
tool to get feedback by describing social media channels and measuring customer service
performance in relation to improve the quality of services. Moreover, firm asks three questions
such as resolving issue of product, finding out information on website of firm and suggestion of
customers that they can recommend to their friends and colleague towards company. Thus,
Canary Wharf Hotel has identified that the quality services has improved by creating official web
page of company that helps customers in delivering the feedbacks about quality of services this
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hotel provides. This has helped in creating better solution of different issues such as poor
services by employees, lack of communication, etc. so that it will help in providing the best
training and development to give proper services and effective communication to consumers.
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