Importance of Measuring Service Quality Assignment
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Added on 2021-01-02
Importance of Measuring Service Quality Assignment
Added on 2021-01-02
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SERVICE QUALITY
TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................1MAIN BODY ..................................................................................................................................11. Demonstrating the importance of managing and measuring service quality with variousrecommendations to adopt different service quality management methods................................12. Current service delivery practices of Canary Wharf Hotel and the impacts of such serviceson front-line employees...............................................................................................................43. Customer Feedback System (CFS) framework .......................................................................8CONCLUSION .............................................................................................................................14REFERENCES .............................................................................................................................15
INTRODUCTION Service Quality (SQ) is the product of efforts that every member of company invests insatisfying consumers. It is an accomplishment in customer services from the viewpoint ofbusiness management. SQ is the delivery of excellent services in relation to expectations ofconsumers. Quality is giving better services than customers expect. It reflects at each serviceencounter. Consumers form service outlooks from the previous experiences, word of mouth andmarketing 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 ofeconomic. 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 isonly 10 minute walk from Heron Quays Dockland Railway Station. The hotel has 100 modernand stylish en-suite rooms involving standard, executive and premier. They open conferencesand 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 SQas well as adoption of appropriate management methods for improving the quality. It will assessthe impact on front line employees on their engagement and also managerial implications. It willproduce customer feedback system (CFS) framework in relation with monitoring and improvingservice quality. 1
MAIN BODY 1. Demonstrating the importance of managing and measuring service quality with variousrecommendations to adopt different service quality management methodsService quality can be determined as the efforts of the staff members of hotel serviceindustries in order to satisfy customers. The process of managing the quality services deliveredto customer according to expectations is called as Service quality management (Ali and Raza,2017). Generally, hospitality industry assesses the quality of services provided to consumerseither 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 ofconsumers. For example: managers of company come to know about the feedback of customers fromsocial media. Comment was regarding the complaint of staff members as customers asked tocustomer care services about the type of goods and services delivered. The response was sounusual when the employee of hotel does not know about product they are selling. They need topossess a knowledge about such services served by their company.SuggestionsThe agents are mainly appointed for the purpose of solving customer services, sobasically they are representation the whole hospitality industry while answering customers. Eventhough, these agents don't have to be expert in technology behind the product. Customer careteam members only need to establish a strong communications so they will be able to customersabout what they are looking for and how they will they get answered about the queries. Theyneed to be highly communicative, being knowledgeable and also need to possess convincingqualities.2
Service quality employees need to be managed and well trained with right tools andtechniques, even they need to be trained to excel in customer service. Generally qualitymanagement has four components such as quality planning, quality assurance, quality controland continual improvement (Brown and et.al., 2017). Such components are engaged in differenttypes of tools and techniques in order to ensure that the throughput meets the expectations ofcustomers. Customers are Brand Loyal and as if they spend money they like to be treated nicelyand they form a positive association about the same brand so quality services are directly linkedto retention of clients. All the employees need to focus towards enhancing the quality of servicesthat ends up creating a loyal customers of the company. It is very important for the qualityservice manager to measure the performance of customer care team as they are directly interactwith consumers and they may be responsible for gaining and losing the loyal customers oforganisation. Timely management and measurement of service quality is important for theorganisations as it helps in attracting loyal customers towards the goods and services of aspecific organisation (Kumar, Sujit and Charles, 2018). It is critical to understand that winningthe heart of customers consumes lots of time, energy and efforts, Satisfaction of the customersleads to the increased sales of the services and hence result in maximised profitability of thehospitality industries. More profits will leads to sustainability of the company in this highlycompetitive world. Importance of quality services are as follows:The key for providing good quality customer services and retention of the customer forlonger term is providing the customer with lasting value which was acquired during previousexperience. Quality services are important as it acts as a revenue generator which assure thequality of services that meets the expectations of customers. Quality services are also important3
because these services helps the industry in further development and growth. This is importantbecause it holds the loyal consumers which are the main source of earning the profitability in thecompany. Measuring the quality services is important because it helps in providing the correctestimations of the performance of the organisation in order to satisfy the marketing needs andrequirements (Dabholkar, 2015). Ultimately all the employees need to enhance the skills todeliver proper quality based services that results in satisfied customer and thus helps increasingthe reputation of the firm in the market.This includes various methods and techniques to improve the service quality ofrestaurants. One of the most common method is Servqual which ensures the propermeasurement of subjective element of service quality. It can be determined by a survey of thecustomers in which they are asked to rate the services as compared to their expectations. Thissurvey basically includes five questions related to reliability, assurance, Tangibles, empathy andresponsiveness of customer care service department. Another technique to identify and measurethe service quality of restaurants is Post service rating. This is the practice of asking customersto rate service just after it has been delivered (Services in Hospitality industry, 2015). This ratingincludes 1 to 5 rating scales as it includes various marking such as great, okay, not so bad, notgood, worst. With In App Survey method, the feedback is asked at the time when visitor isvisiting the web site or an Application instead of asking them after services or via mail. One ofthe influential tool was developed named as CES (Customer Effort Score) (Long, 2018). Thistechnique helped in determining that 96% of customers with high effort score were less loyal ascompared to those 9% with low effort score. Nowadays, very common and popular technique which is generally adopted by most ofthe organisations is Social media monitoring. This method is gaining huge popularity as all the4
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