Improving Service Quality at Park Hotel

The assignment focuses on evaluating and enhancing service quality at Park Hotel in China. It employs the SERVQUAL model to assess customer perceptions of service quality compared to their expectations. Further, it utilizes the DMAIC (Define, Measure, Analyze, Improve, Control) framework from Six Sigma to propose actionable solutions for improvement. The goal is to identify gaps between perceived and expected service quality and provide concrete recommendations for Park Hotel to enhance customer satisfaction and loyalty.

SERVICE QUALITY

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
1.1 Service quality .................................................................................................................1
1.2 Significance of service quality.........................................................................................2
1.3 Aims and objectives of the report.....................................................................................3
2. Importance for managing and measuring service quality............................................................3
3. Methods of Quality management.................................................................................................4
3.1 Six Sigma .........................................................................................................................4
3.2 SERVQUAL.....................................................................................................................6
3.3 Service Guarantee.............................................................................................................7
3.4 Service Settings- Servicape..............................................................................................8
3.5 Service Design..................................................................................................................8
3.6 Service standard setting..................................................................................................10
3.7 Service recovery.............................................................................................................11
4. Impact of leadership and service culture in Park hotel..............................................................11
5. Framework of customers feedback system................................................................................12
6 Conclusion .................................................................................................................................13
REFERENCES..............................................................................................................................14
6. Appendix....................................................................................................................................17

1. INTRODUCTION
1.1 Service quality
As per the review of (Bharadwaj and Rani, 2014), for achievement of competitive
advantage, the quality of service has been considered as important issue for organization. Term
quality implies to providing excellent or appropriate products that satisfy needs of customers.
Service quality is considered as extent to which a service meets the customers needs and
expectation. It can further be defined as difference among the customer's expectation of service
and perceived quality. There are several characteristics of service quality like intangible,
heterogeneity perish-ability and inseparability that cannot be measured objectively. There are
many research scholars who have stated that service quality has been considered as essence of
success for the organization's having operations in hospitality or service sector (Gi Park and
O’Neill, 2014). Present report is also based on the analysis of service quality of Park hotel
located in the Heart of Kowloon entertainment and business district of Tsim sha Tsui,
surrounded with endless options of shopping, Speciality markets, malls and eateries. According
to the scholars, measurement of quality of service provided by organisation has been done by
making comparison between customers expectation and perceptions. Various authors have
distributed the service quality in to four different types like expected service, desired, adequate,
predicted service. Expected are service level that customers intends to get from the Park hotel.
Desired service is analysed as those level of service which clients wish to achieved and last
adequate services are minimum level of services that are expected from Park hotel which is
excellent service providers in Hong Kong, China. Predicted services are considered as those
what the customers believes that Park Hotel will provide and perform (Siu, Zhang and Kwan,
2014). Market researches of company has stated that companies is providing of services to its
customers and has its focus five key elements of service quality such as reliability,
responsiveness, assurance, empathy and tangibles etc. Present case study also provides a
complete understanding of various measures that needs to be taken in to consideration by which
the review of customers towards service quality of Park hotel will be analysed. Further, the
major objective of this study is to develop a strategy for delivering the service for enhancing the
customers base, sales of products and service and increase of brand recognition among the
people in overseas nations.
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1.2 Significance of service quality
Famous literature of Dhar, (2015), has provided an understanding that it is customers
service control which provides major reason of importance of service quality in hospitality
sector. In the service market, customers service have been considered as component of
marketing mix. In present context, Park hotel also considered that development of quality in
services will increase there quality of services in market as they have various business
opportunities that needs to be taken in to consideration in order to develop a successful and
effective strategy for Park hotel so that they will be able to deliver service quality to their
potential customers. Further, major significance of service quality is also analysed and
mentioned above: Developing and sustaining customers loyalty: It is well known fact that customers
usually remains loyal to those enterprises which provides them better and unique quality
of products and services to meets their expectation (Fullerton, 2014). In present scenario,
development and delivery of attractive and fast service by Park Hotel will influence the
perception of buyers and creates loyalty to always make bookings to explore the
attractive services, leisure and experience beautiful atmosphere. Sale of hotel will
automatically will increase with the mouth publicity of customers. Costs and profitability: Increasing in the quality of service in park hotel is essential as it
provides opportunities to organization to influence more and more customers from
overseas and increase its sale in Hospitality industries (Orel and Kara, 2014). By
reducing the costs of its service, they will be able to more profitability as compared to
previous year annual profitability. Customer satisfaction: Rise in quality and decrease will make the organization to meet
the expectation and achieve customers satisfaction. Publicity: Increasing in service quality will tend to promote the branding of Park hotel in
hospitality industry.
 Behavioural intention and positive word of mouth: Decision and behaviour of people
will get influenced by customer service effectiveness and excellence of park Hotel.
Customers getting positive experience will do positive mouth publicity to more people.
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1.3 Aims and objectives of the report
Aims: To explore the significance of quality to increase level of customer's satisfaction- analysis
of Park hotel.
Objectives:
 To analyse the concept and dimensions of specific service quality in order to enhance the
customers level of satisfaction.
 Evaluation of effect of service quality of client's level of satisfaction.
 Analysis of interlink between customer service quality and dimensions.
 Development strategies to improves customer service quality by using models.
 Getting appropriate results of from market analysis.
2. Importance for managing and measuring service quality.
As it was mentioned earlier that service quality is an essence for firms in hospitality
industry to achieve success in their business operations because it provides them major support
in influencing the customer from the overseas nations (Calisir and et.al., 2014). From the above a
scenario, it has been analysed that the Park hotel is a international business enterprise in
hospitality industry which has achieved a positive response of customers from diversified
backgrounds. Firms has high financial growth because there sale is increasing continuously with
rise service quality and customer base. Therefore, importance of service quality in respect of
park hotel has been mentioned above: Helps in analysing consumers demands: By maintain customer service quality, park
hotel has become able to analyse the requirements of their clients that arrive multiple
times in hotel. Influencing diversified people: Increasing or maintenance and continuous measurement
of service quality will help in promotion of organization through positive mouth publicity
(Izogo and Ogba, 2015). Through this, they will able to provide service for customers
from different background. Increasing the growth: As considered from research that, Hotels who have maintained
there service quality will achieve continuous growth in market. Increasing brand recognition: Continuous rise effective service quality will tend to raise
the identity of brand among the customer.
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 Rise in market share: Measurement of service quality will also provide an effective
understanding parking hotel about there rate of growth in market share. Development of effective strategy: By having effective service quality, organisation will
get a strength in market against competitors and will be able to develop strategies to raise
in profitability and sale (Oh and et.al., 2017).
 Competitive advantage: Having high ratings in service quality will provide an extra
advantage to organization over its rivals and more customer's will attract towards the
firm.
3. Methods of Quality management
3.1 Six Sigma
As per understand of the research, sigma is considered as statistical terms that is used to show the
standard deviation of the particular process about the mean. DAMAIC. This process is being
used by the organization in order to measure and management the quality of service in
organization. It mainly supports the creative thinking within the system boundaries. It includes
the main five phases which are in mentioned above in context Park hotel:
 Define: It implies to the stage in which the organization will need to develop an objective
behind quality management. In this Phase, team members in Park hotel will get
introduced with the project of quality management, providing understanding of their role
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Illustration 1: DMAIC model
(Source: Hussain, Al Nasser and Hussain, 2015)

and goals of organization (Hussain, Al Nasser and Hussain, 2015). Further, opinion of
customer towards the organization is also analysed to make decisions. Measure: In this, organization needs to clarify the aspects by making proper research
how effective the work is accomplished. Major purpose of Park hotel in this phase is to
develop the present level of performance and collection of data related to the process
which need to be consider in next stage. It involves the task of collection of baseline data,
creation of present state map, finding of problem and opportunities and other important
tools of statistics. Analyse: after analysing what is going on in the process, the organisation needs to
analyse the root cause of problems which are arising to manage the quality on which they
need to work for resolving and enhancing the next stage (Liat, Mansori and Huei, 2014). Improve: At this point of time where the organization has defined its customers and their
goals and objectives. They need to measure their process of managing the quality to
analyse their present state and also performed further analysis on system to identify the
root causes of the stages of problems (Kasiri and et.al., 2017). The task which needs to
perform by hotel in this process are development of ideal state map, utilization of lean
principles to remove the waste. They also conduct brainstorming sessions at workplace in
order to get improved ideas, prioritizing the ideas. At last they have to develop the
diagrams that describes the future and design the experiments.
 Control: This phase of model relates with the sustainability of results which are achived
in improvements stage. Parks needs to perform the in this stage like measurement of
system analysis which is used for validating the system of measurement in order to
maintain their accuracy and precision (Kansra and Jha, 2016). They also need develop the
controlling chart, plan of communication, targeting of the progress report, development
of sustainability plan and transfer of the project towards the client.
Thus, this model of quality management is successful in improving and management the existing
quality of service in Park hotel.
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3.2 SERVQUAL
This is during the delivery of service that the service quality is assessed and the major
contact will every client provides to provide satisfaction or dissatisfaction to the customers,
situation of truth. It is major approach which is needed to be used by organisation in order to
measure their service quality and development of strategies to remove loop holes that has been
occurred in measurement and management of quality (Pyzdek and Keller, 2014). It has defined
the satisfaction of customer in relation with service by making the comparison between
perception of receiving the services with the expectation of service desired. They have also
mentioned that the prominent quality services are perceived when the customer's expectation
towards the service have been increased. On the other side, if the quality of service is recognised
as not acceptable when the companies are not able to meet the requirements of customers. In
addition to this, author of this model has introduced five quality dimensions on the basis of
which the performance of Park hotel service quality has been measured. Tangibles: This dimension of organization mainly implies to the appearance of
employees, physical facilities which is offered and equipments which are also considered
as part of service experience for the customers (Garg and Dhar, 2014). In this context,
Park hotel is mainly focused on appearance of their employees therefore they have
provided proper uniform to their staff and also developed excellent physical facilities for
customers. Reliability: It implies to the structure or methods through which the service is transferred
to the client in effective and efficient manner (Furterer, 2016). In present context, park
hotel needs to analyse the reliability of their services and for this they will have to take
information or feedback from there customers. Responsiveness: This is also an important dimension which stated the willingness of
hotel and its employees to support or help the clients. Park hotel needs to help their
customer's by positively responding to their problems and further providing effective
service to them. Assurance: Hotel needs to provide a feeling of trust and confidentiality to their customers
so that they will remain comfortable and not provide face any problems.
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 Empathy: This dimensions provide understanding that employees of hotel needs to be
helpful and should care about their needs. They also provide attention to all the customers
equally.
3.3 Service Guarantee
Providing guarantee of service is also considered as an important marketing tool which is
has been used by various hospitality sector firms in order to improve the quality of products,
physical facilities and environment of hotel which will influence the customer. In present
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Illustration 2: SERVQUAL model
(Source: Furterer, 2016)

scenario, park hotel needs to analyse the demand of customer on the basis of market and analysis
of competitors (Gitlow, Melnyck and Levine, 2015). Through the analysis of competitors,
organization will be able to analyse the which have been used by organization in order to
develop various important service measure which will enable them to analyse the service quality.
By managing the service quality, organization will be able to make the promise that they will
provide the services which are needed by the customer. In present scenario, organisation will
also use various innovative and latest channels for communicating the information which is
made them. By using modes like social media, shopping websites, e commerce, digital
advertising and development of own websites, Park hotel will be able to provide effective service
to its clients and able to influence them.
3.4 Service Settings- Servicape
According to (Reason, Løvlie and Flu, 2015), servicape is considered as the environment in
which the service of the organization has been assembled or in which the organization and the
clients will interact with each other. It is combines with the commodities which are tangible
which provides facilitation of performance and the communication of service. In present context,
Park hotel which is international Hotel brand needs to determine its service in this framework
which provided supports in measurement of quality. Further, significant aspect of service which
is determined by the leaders as follows:
 Ambient conditions: Management of service quality at workplace involves
accomplishment of various important business aspects which are also mentioned above.
In this, Park hotel needs to focus on temperature, air quality, music and other facilities in
order to satisfy the needs of customers.
 Space: This dimension states that organisation will be able to manage quality if they will
develop appropriate layout (Collier and Bienstock, 2015). Equipments which are used by
them to deliver service needs to be appropriate and clean. Proper furnishings of hotel and
places needs to be there which is also a centre of attraction for customers.
 Signs: This element involve the task that Park hotel needs to develop appropriate and
unique quality of décor to increase the attractiveness of hotel.
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3.5 Service Design
Research has highlighted that appropriate service quality has been managed by the firms
in hospitality section by design an proper structure or design through which service needs to be
delivered to the clients. Concept of service design was first introduced in the year 1991 at the
international school of design (Santos and et.al., 2015). It is defined as task which involves
planning and managing the people, communication, infrastructure and material elements of
organization's service in order to improve its quality and the interaction between the service
providers and customer. Methodologies of service design needs to use by park hotel to design its
services as per the needs of customers so that services will become competitive, user friendly and
relevant with customers.
There are basic five principle of service which are also considered determining ways to manage
the service quality in Park hotel (Lazier, 2017).
 User centred: It implies that organization should kept the users in centre while
development of service design (Fullerton, 2014).
 Co creative: This method also needs to involve the other people, especially those which
are considered as the part of system or service.
 Sequencing: park hotel should make an effective design in which the service of
organisation will show in a sequence or the key moments in the experience of customer.
 Evidencing: It implies that services designed by firm should be ion recognition to their
customers which creates loyalty and also supports the clients to analyse the entire
experience of service .
 Holistic: It is the design which taken out the entire experience of products and services
which are provided by the Park hotel to its customers.
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3.6 Service standard setting
In competitive business environment, there are various important methods have been
used by organisation in order to manage the quality of services, developed to meet the
expectation of customers (Dhar, 2015). There are various important subsequent quality products
that enables the clients to develop their personal experience and measurement of various ways
through which the customers will receive the effective service. Organization in hospitality sector
needs to develop the standard of there service which they have meet out through development of
service quality and its management. In present context, standards of service of Park hotel are
defined on the basis of three major elements which are given below: Timelessness: It is most important standards which define that Park hotel will provide
services to the customers in specified time limit which is communicated to the clients. Accuracy: In order to manage the quality, cited organization will develop accuracy in
their methods of service and also provide training to its employees to improve their
efficiency.
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 Appropriateness: Employees performance and ways of providing are redesigned after
analysing the loopholes so that they will affect the customer experience and perception.
3.7 Service recovery
It is also an important method which is introduced by scholar in order to manage the
quality of service at workplace. It is all about the methods which is used to change the condition
from positive to negative (Hapsari, Clemes and Dean, 2016). Service recovery is analysed as a
tool that is used to maintain the loyalty of customers towards the brand. In present context, there
are four different steps of service recovery has been determined above: Act quickly: For resolving the problems of customers, it is essential for organisation to
provide response to their queries rather than transferring the problem to each other. For
example: If problem will transfer between customers to employees and employee to
manager then customer becomes frustrated. Taking responsibility: employees of park hotel should analyse their responsibilities and
perform their task so that they will be able to recover the quality of service and resolving
the customer problems. Making empowered decision: Every employee in the Park hotel needs to clear about his
boundaries of authority which is useful for them to take decisions in different situations
and solving customer's queries.
 Compensate the customers: By providing something extra in the form of compensation,
park hotel will be able to provide value to the customers. It increases their loyalty
towards the hotel and services as well as creates positive mouth publicity.
4. Impact of leadership and service culture in Park hotel.
In every business enterprise, there are various types of situations will arise in which
different types of leadership styles have been used by managers in order to maintain the quality
in performance of work culture and development of effective service culture which will provide
major important growth and development, profitability and functioning of business operation in
market (Hermann and Flecker, 2013). As per the study, enterprise in Hospitality sector usually
based on the customers' satisfaction which has been achieved by them through providing of
effective service quality to customers. In present context, management of Park hotel has analysed
that quality of organization service will get improved if they will use effective measures to
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increase the performance of workers. It is also analysed autocratic leadership is effective for
organisation in which the authority will remain hands of some managers. They will get profits
but their it will lead to decrease in participation of employees and their performance.
Democratic leadership or participative culture will lead to rise in productivity of
employees as they will also be involved in making decisions and strategies to increase the sales
and market share. Democratic leadership will encourage the employees to provide their 100% at
workplace. It creates positive effective on Park hotel and provide supports in increasing service
quality with the helps of customers.
5. Framework of customers feedback system.
As per the view of research scholars, it has been understood that the companies will
actually be able to measure the quality of their services when they will develop an appropriate
system of analysing the customers review who take an experience of there services (Calisir and
et.al., 2014). In present context, this important methods have been used to analyse the review of
clients towards the services provided by Park hotel. A questionnaire was developed based on
SERVQUAL five quality dimensions with an aim to get proper information from customers and
collect the data for interpreting results. The results in questionnaire has been analysed on the
basis expectation of organization and perception of customers. In tangibles, customers have
reviewed that Park Hotel is using the effective ways to deliver the service and their facilities are
also physically appealing for customers. Employees of organization are properly dressed with
clean uniform. Reliability dimension states that, service department of organisation always meet
their deadline and keep proper the customers service demands. It is also stated reviewed that
hotel needs to take interest in analysing the problem of its customers.
Responsiveness dimensions provide understanding that response of service department
towards customers is less effective and needs to be improved. Further, their will not take interest
always to help customers. They need to provide quick response to their customers. Assurance
states that customer think that employees are trustworthy but their behaviour towards customers
needs to be more effective. They also stated that organisation needs to more support to their
employees at workplace. Dimensions of empathy states that firm is not able to provide equal
attention to all customer rather than their employees.
Thus, questionnaire methods is effective to take feedback from customers for measurement of
service quality and development of effective strategy for improvement.
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6 Conclusion
In this report, it is analysed that service quality is an extent to which a service meets the
customers needs and expectation. It can further be defined as difference among the customer's
expectation of service and perceived quality. It is also is an essence for firms in hospitality
industry to achieve success in their business operations because it provides them major support
in influencing the customer from the overseas nations. Through development and delivery of
attractive and fast service by Park Hotel will influence the perception of buyers and creates
loyalty to always make bookings to explore the attractive services, leisure and experience
beautiful atmosphere. Democratic leadership or participative culture will lead to rise in
productivity of employees as they will also be involved in making decisions and strategies to
increase the sales and market share. Questionnaire methods is effective to take feedback from
customers for measurement of service quality and development of effective strategy for
improvement
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Online
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6. Appendix
SERVQUAL questionnaire for the study on Park Hotel in China.
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