TLH339 SERVICE QUALITY

This report is based on given case study that is The South Quay Hotel that is a leading services organization within the London. It is a type of 4 star hotels that show their presence in market since 2005.

TLH339 SERVICE QUALITY

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................4
A Critical evaluation of the main theories and principles of managing service quality. Justify
importance of measuring service quality.................................................................................................4
Critical appraisal of management of service quality for The South Quay Hotel, establishing its impact
of its current strategy delivery practices on motivation and encouragement of staff...............................8
Produce a customer Feedback system (CFS) framework that organization can utilize to monitor and
continually improve service quality.......................................................................................................11
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................16

INTRODUCTION
Service quality defines as a process of customer comparisons that is associated with the
expectations of services as it also related to the performance of the business enterprise. Any
business enterprise that has high level of service quality is reflecting as providing best customers
experience to customers and fulfilling their requirements that help in becoming a economically
competitive within their relatable business industry. Therefore improvements within the quality
of services within the service industry helps in attaining the operational processes of the business
enterprise that helps in long term survival within marketplace by attracting number of customers.
It represents as an achievement in the customer satisfaction that helps in attracting more new
customers at the same time so that profitability and sustainability of business enterprise will
develops (Prakash, 2019). This report is based on given case study that is The South Quay Hotel
that is a leading services organization within the London. It is a type of 4 star hotels that show
their presence in market since 2005. This hotel has around 100 modern and stylish en-suite
rooms along with different standard of quality that is premier, executive and standard. This hotel
also offers special customers services by providing facilities based on gym, swimming pool, spa
etc. along with providing special dining area for food and beverage operations where guest and
visitors do their lunches and breakfast properly (Sampaio, Hernández-Mogollón and Rodrigues,
2019). As a service quality manager, this report represents several aspects based on managing
service quality within a hotel so that number of guest is attracted towards it. It includes
evaluation of main theories and principles of service quality along with their importance within
the hotel. It also explains the current strategy delivery practices that are used by an organization
for motivating employees towards managing service quality so that high profitability results are
attained along with long term survival within the marketplace. At last it produces a customer
feedback system framework to embrace service quality and sustainability within business
industry and this also useful to attract and retain customers within the Hotel along with
maintaining loyalty and satisfaction of guest for a longer timer period.

MAIN BODY
A Critical evaluation of the main theories and principles of managing service quality.
Justify importance of measuring service quality
Service quality management refers to a management that reflects the customer’s
comparison on services expectation that was provided by the business enterprise. Service quality
is demonstrating as an output of service delivery system that is directly linked with the
satisfaction of customers and guest. In terms of service quality management the main theory of
service quality is SERVQUAL that is highly beneficial for managing service quality (Lee and
Yu, 2018). In this several principles are also included that helps in proving the overall
performance of service quality and guides the company employees in right direction. In terms of
The South Quay Hotel, the evaluation of main service quality theory and principles of managing
service quality are presented below:
SERVQUAL theory
It refers to an effective theory of service quality that is useful to measure the service
quality construct. In terms of The South Quay Hotel, SERVQUAL theory is presented below:
 Reliability- This term reflects the ability to perform service accurately and dependably.
This term have highly influence the customer perception of quality (Fatima and et. al.,
2019). In terms of The South Quay Hotel, has been highly emphasis on protecting the
reliability within Hotel industry. To meet customer expectation, hotel provides business
and leisure facilities to guest. This attracts all types of customers like families, friends,
business people etc. hence it shows reliability in hotel market and positively influences
customer perception of quality.
 Responsiveness- It reflects willingness to help customers and respond to satisfy customer
requirements (Latif, Pérez and Sahibzada, 2020). In terms of The South Quay Hotel, due
to bureaucratic style of management employees are not satisfying with company culture
that would negatively response to helping the customers. To maintain responsiveness
manager provide training to employees timely so that they are connected to offer service
quality.

 Assurance- This aspect reflects the ability to inspire staff confidence and trust. In terms
of The South Quay Hotel, currently manager cannot focus on inspiring staff trust because
they cannot give right to staff in decision making process that negatively affect service
quality management. To properly manage customer quality service it is very essential to
manager to provide the right to employees in decision making process so that they
present their unique idea based on quality services so that more and more customers are
attracted towards business enterprise.
 Empathy- It is an extent to which caring individualized service is given to customers
(Choi and et. al., 2020). In this The South Quay Hotel, manager adopts the personalized
approach in which staff member personally attend their customers so that customers feel
satisfied and trusted with the standards of hotel. It positively presents the hotel service
quality.
 Tangibles- It represents the physical facilities, equipment’s etc. In this The South Quay
Hotel, provides well-furnished interior to their customers along with an open conference,
lunch area, reception are where customer firstly interact with the company service and
products. Hence the products and facilities that a company offers to their customers are
positively attracts number of customers towards the Hotel.
Principles of managing service quality
In terms of managing service quality there are several principles that an organization is
looking for improving the performance of services by encouraging employees of the business
enterprise so that they work on right direction to gain the profitable results within marketplace
(Pekkaya, Pulat İmamoğlu and Koca, 2019). If a business firm is not properly the principles of
managing service quality than customers are not satisfied and it also impacted the brand image
along with making strong competitors within marketplace. Some principles of managing service
quality are critically evaluated by service quality manager of The South Quay Hotel that is
demonstrating below:
 Customer focus- Every organization is mainly depend on the customers and focus on
understanding their current and future needs for increasing the revenues and market share
to quickly response market opportunities for long term survival (Principles of good
customer service, 2021). In terms of The South Quay Hotel, service quality manager

focus on customer needs and requirements by reviewing the customers reviews that they
were provided to trip advisor. As hotel also operate good service standards to assure the
high quality so that large base of customers are recognized the company and value
services. It gives the positive results on company sustainability. In this manager also
focus on personalized approach to attend the guest personally and this effectively present
the principle of service quality in positive manner. If Hotel cannot effectively focus on
customer to fulfill their requirements then it negatively affect the customer loyalty and
also reducing customer base.
 Leadership- It is another principle of managing service quality within an organization. In
a company leaders at all level develops a unity of purpose and provide direction to the
teammates so that they are engaged in attaining the organization quality objectives and
aim (Famiyeh, Asante-Darko and Kwarteng, 2018). In case of The South Quay Hotel, the
manager follows the bureaucratic style and lock of empowerment that affects the staff
members to work effectively and because of this more employee turnover is presented. It
would negatively affect in meeting organizational quality objectives and because of this
coordination between team members also affected. This principle of managing service
quality is negatively affecting the company quality management. If The South Quay
Hotel follows democratic style of leadership then employees effectively understand the
service quality that develops and improves the capability of company so that their team
member’s delivers best quality services to customers. Hence it evaluated that this
principle of managing service quality is positively show results in firm sustainability.
 Involvement of people- In terms of The South Quay Hotel, the staff members feel no
ownership and that they are not feel cared by company management (Lee and Cheng,
2018). In this hotel management does not provide the right to staff to involve in decision
making process. It affects the firm service quality management that negatively affects the
company profitability and customer’s attractiveness towards The South Quay Hotel. If
management of Hotel focus on engaging company staff than they offers quality services
to customers. It positively affects customer attractiveness, trust and employee satisfaction.
Hence, by examine the above principle of managing service quality it is to be critical
evaluated that The South Quay Hotel follow proper principle of service quality reflecting
positive results in attracting customers, maintaining their loyalty and many more in positive

terms and if they cannot focus on principles appropriately then it negatively affects customer
retention for longer period of time.
Importance of measuring service quality
From the above theory and principles that are useful for managing service quality within
an organization reflects the several importance of measuring service quality that are presented
below in context of The South Quay Hotel:
 Meet customer expectation- It is one of the importance of measuring service quality
within an organization. In terms of The South Quay hotel, service quality manager highly
focus on their customers and emphasis on fulfilling their needs and requirements related
to services (Moro and et.al., 2020). To fulfill the requirements based on services hotel
effectively make the connection with customers using social media tool. Hence it is to be
justified that measuring the service quality by the manager of hotel helps in meeting the
customer expectations effectively and efficiently that gives proficient results to business
enterprise.
 Establishing the high brand reputation- Another major importance of measuring
service quality within an organization is highly supportive in developing brand image
(Ahmad, Ahmad and Papastathopoulos, 2019). In terms of The South Quay Hotel, the
service manager focus on offering the best facilities to their customers and also reliable in
solving the issues of customers. In this manager of hotel give individual attentions to
customers so that guest feels valued and impressive while taking services of business
enterprise. Due to this customer review their viewpoints about hotel service positively on
the social media that helps in gathering and attracting more new customers. Hence, it is to
be justified that measuring the service quality by using several principles and theory that
demonstrate above is highly important for South Quay Hotel in enhancing the brand
reputation within the marketplace.

Critical appraisal of management of service quality for The South Quay Hotel,
establishing its impact of its current strategy delivery practices on motivation and
encouragement of staff
The appraisal of management of service quality is based on the direct response from the
customer satisfaction and dissatisfaction. To effectively optimize the customer satisfaction,
interaction effects the appraisal of management of service features (Line and Hanks, 2019).
Delivering services of high quality is highly beneficial for service providers that provide values
to the customers. However, high level of customer services within an organization helps in
attaining maximized based of customers satisfaction, loyalty so that long term profitable results
are seen. In terms of The South Quay Hotel, service consultancy manager focus on critically
appraisal of management of service quality by focusing on their establishing current strategy
delivery practices that are presented below:
 Service culture- For critically appraise the management of service quality, service
culture is best as it based on elements of leadership principles, work habits, vision,
values, mission and norms. Culture is highly important to set of overriding principles
according to which management maintains, controls, develops the social process that
manifest the delivery service practice of company that gives the values to customers
(Ahmad, Ahmad and Papastathopoulos, 2019). If this strategy of delivery practice is
implemented successfully than is reflects the long term success of an organization within
the competitive marketplace. In terms of The South Quay Hotel, the service culture
mainly emphasis of guest experience but the leadership principles of hotel is not
effective or participative where employees have no right to take decisions at own level to
attend the guest effectively. Due to bureaucratic style of management and minimum
wages to employees, the working habits of staff members is not effective as they not
attending the guest properly and cannot solve their issues on time. Due to this service
culture of The South Quay Hotel impacts negatively on success and sustainability.
Therefore, this service delivery practice strategy is negatively show the management of
service quality in an organization and does not motivates and encourage staff members
to work effectively and efficiently. On the other hand if the service culture of The South
Quay Hotel is participative in nature where all staff members have right to suggest their

views and take participate in decision making along with having right to take decisions
at own level to attend the guest in prominent way then it encourage staff members to
attain company vision and mission in positive manner. In this manner The South Quay
Hotel operate a good service standard in quality assurance, recognition and attentiveness.
In this service culture hotel also includes the personalized approach with their guest in
which they check every guest room in terms of providing satisfactory services.
 Employee engagement- It is another strategy that involve employee activities, purpose
leadership, HR processes. In an organization the best designed process and systems is
highly effective to carry the staff member with more engagement. However the
engagement is termed as moderator between design and execution of service
management system (Jain, Singh and Kaushik, 2019). In terms of The South Quay Hotel,
employee engagement is determined the activities of employees, leadership style and the
HR Processes. In terms of this hotel employees had perform the activities based on
attracting customers by providing best quality services but manager of Hotel followed
bureaucratic style of leadership where staff members inly follow the orders of their
superior without presenting their ideas. In terms of HR process that is recruitment
management team had no planned approach to hire an applicant due to which provides
training on the job is quite difficult. Due to this, employee engagement in providing
quality services to customers is low. This factor also affect negatively on attracting
employee satisfaction and motivation within The South Quay Hotel. This current
strategy negatively affects the employee motivation and encouragement due to this they
cannot work effectively and productively that impacts the brand image of hotel in
marketplace. As service consultant of The South Quay Hotel, to maintain the brand
image as a 4 star hotel, modern and stylish en-route rooms etc. hotel management need
to mainly emphasis on employee engagement by using effectively rewards,
compensation, planned recruitment, effective and deserving salary then it positively
reflects service delivery aspects on motivation and encouragement of staff so that high
profitable results are enjoyed in the customer service market along with gaining
competitive advantage in the industry.
 Service quality- This factor is highly effective within customer service industry. It
includes strategies, processes, performance management system. This strategy is highly

beneficial for designing the overall service management model. As per this model,
helping clients, guest, partners are very effective to fulfill the mission and supporting of
organizational purpose that is a foundation of any service providers organization (Wang,
2020). In context of The South Quay Hotel the quality of service is to be represented by
performance management system that is used for appraising the staff members towards
service quality. In this hotel, management cannot effectively follow performance
management system as they cannot care their employees, any active empowerment of
staff. In this Hotel 50% of working staff are part time due to this they cannot retain for a
longer period of time. The part time workers are more in hotel because The South Quay
Hotel hires employees by using ad hoc approach of recruitment. It impacts negatively on
the service quality because they cannot effectively perform their task (Qiu, Dooley and
Xie, 2020). After critically appraising the management of service quality, Service quality
consultant suggest that the management of hotel hire full time employees by using
planned recruitment process so that effective and active participation of staff members
would be done. Due to this service quality consultant ensures the image of an
organization by positively encouraging and motivating employees towards the best
service quality to customers.
 Customer experience- This factor includes elements of account management, customer
intelligence and continuous improvement. Successful delivery of service works on the
basis that customers is a part of creation and delivery of service that helps in designing
the process that is termed as co-creation (Mun, Woo and Paek, 2019). In terms of The
South Quay Hotel, management focus on continuous improvement to provide best
quality services to customers so that they effectively recognize the hotel and take
advantage of services that helps The South Quay Hotel to gain profitable results within
marketplace. If customers are happy with the hotel services and also with the employee’s
behavior then they appreciate staff working on digital and non- digital media that highly
encourage employees towards effective and appropriate working (Büyüközkan, Havle
and Feyzioğlu, 2020).

Produce a customer Feedback system (CFS) framework that organization can utilize to
monitor and continually improve service quality
Customer feedback system- Customer feedback system defines that an essential
framework for organization as it helps in continuously improved the quality of services so that
company will take advantage of long term survival along with high customer base. As a service
quality consultant of The South Quay Hotel, it is very essential to acknowledge and monitoring
process that a hotel would followed in terms of attracting customers and build high interactions
with them (Ranjbari, Esfandabadi and Scagnelli, 2020). The customer feedback system
framework helps in gaining competitive advantage within business industry for a longer period
of time. This system is very useful to get the high level of knowledge regarding client’s
satisfaction and dissatisfaction for improving overall customer experience with the services and
products of a business entity. In terms of The South Quay Hotel, service quality consultant
produce a customer feedback framework that helps in utilizing to monitoring and improving the
quality of services so that customers, guests, visitors are retained with the hotel for a longer
period of time. The customer feedback frameworks aspects are presented below that are adopted
by The South Quay Hotel:
Figure 1: Customer feedback system framework within an organization

 Asking your customers for feedback- It is the core framework for taking customer
feedback that helps in improving the service quality (Prentice and Kadan, 2019) . In this
framework, an organization asks to their customers for feedback on the products and
services they offered. In terms of The South Quay Hotel, to improving quality of services
service quality consultant need to understand the overall trends of customers so that they
are satisfied with the services. To examine the trends and provide satisfaction The South
Quay Hotel uses the social media monitoring and customer satisfaction score tool. The
customer satisfaction score tool is highly effective to measure how many your customers
are satisfied with the services hotel offered to their customers. This rating scale tool is
quite effective and adaptable that helps in understanding the needs and wants of
customers related to particular services. In this social media monitoring is a tool that is
highly effective and efficient in current business environment to interact with customers
and asking for providing views about their experience related to experience that they feel
within the hotel premise. The South Quay Hotel listen what the customers are really
thinking by focusing on Trip Advisor reviews that highlights several issues of hotel in
terms of services such as “great facilities but poor service, busy front desk, staff trying
very hard to accommodate all customers because they are understaffed and unable to
cope, no apologies for inconvenience done by staff members to their guest. Both the
above tools are very effective to ask for customers’ feedback so that it would be
continuously improving and hotel will gain high amount of profitable results in their long
term survival. For South Quay Hotel it is very essential to use both the tools so that
customers feedback would be easily understand that helps in monitoring and
continuously developing the quality of services. It is effective for gaining competitive
advantage within hotel industry.
 Categorizing customer feedback- This framework of customer feedback system is
demonstrating that an organization needs to categorize the feedback into several buckets
that are highly beneficial and profitable for a business organization (Shin, Kim and
Severt, 2019). In this The South Quay Hotel typically categorizing their feedback into
several factors such as customer service feedback and marketing and sales feedback. In
terms of customers service feedback, hotel management choose basic places for ask for
feedback that are live chat, email follow up, knowledge base articles etc. so that

satisfying feedback is to be provided by customers that help company to improving their
service effectively so that customers are satisfied for a longer period of time. To build a
sustainable system for analyzing customer service is very effective for growth and
development of business entity. Therefore, if a firm does not understand where customers
are frustrated than a business enterprise cannot improve the customer service and due to
this they high profitability along with sustainability would be affected (Sampaio,
Hernández-Mogollón and Rodrigues, 2019). In marketing and sales feedback, The South
Quay Hotel examines the sales and marketing service that their employees offer to their
customers. In this hotel the staffs members are perform their job as part time on low
wages along with they did not have any empowerment within decision making due to this
they cannot attend customers effectively and does not feel sorry for inconvenience. By
marketing and sales feedback helps Hotel to dealing with angry customers because by
using this The South Quay hotel examine the staff member’s behavior with their
customers so improving it would be easy and effective that gives long term satisfaction to
the customers.
 Acting on customer feedback- It is an essential framework within customer feedback
system that reflects acting on the feedback by sharing it with the manager at the company
who can focus on implement changes for earning high profitable results (Rahi and Ghani,
2019). After categorizing the customer feedback, The South Quay Hotel can focus on
acting on it. In this service quality consultant analyzing and categorizing the customer
feedback and deliver this information to the different functional department so that
service quality is improving effectively and efficiently. In this service quality consultant
share the feedback with the customer support team and marketing and sales team by real
time using e-mail and mobile applications or by slack alerts. In this it is very essential to
deliver the customer feedback regularly to the departments so that it would be effectively
improved day by day that highly satisfied and retained the customers for a longer period
of time. However customer survey data is very invaluable source of new thoughts to test
at how to prioritize the improvements as it is highly important to get profitable results
within Service Company.
 Following up on feedback- It is the last step of customer feedback system framework in
which company will take follow up with customers who gave feedback on the plans and

services that an organization offers so that customers feel that the firm truly listening the
issues and rewards (Özkan and et. al., 2019). In terms of the South Quay Hotel, manager
emphasis on following up with the feedback by hiring talented and experienced candidate
who are good in communicating and interacting with customers. In this hotel quickly
answer the issues that they had analyzed so that customers are also active by giving their
reviews. To effectively following the feedback it is very necessary for The South Quay
Hotel that they shared the information in all departments so that internal discussion
would be done. Due to effective internal discussion firm examine the skills and
capabilities of staff members to attend the customers so that offering training and
development is easy. In this manager of every department motivates employees for
effective working by using financial and non - financial rewards so that they take active
participation in customer quality service. Hence, in this manner The South Quay hotel
effectively utilize their staff members to monitoring and continually improving the
customer service feedback.
 Evaluate regularly- In this The South Quay Hotel manager should focus on providing
coaching and evaluated on continuous basis to improve the performance in customer
service. For instance- Monitoring the call in once a week and providing swift feedback
helps managers to work on their performance continuously so that large base of
customers are attracted and retained with the hotel for a longer period of time. It is very
necessary for the hotel to regularly evaluate the feedback of customers and ensures that it
would be solved very quickly because it helps in developing growth and profitability of
business enterprise. As The South Quay hotel is working with the vision of maintaining
their brand image along with good services for this the management need to continuously
improving the service quality by timely evaluating the factors that are interlinked with
services of customers.
CONCLUSION
From the above report it is to be concluded that service quality management is a
significant concept within the service industry as it helps in attracting and retaining customers for
a longer period of time. This report inculcates the several terms of service quality theory and
principles that helps business enterprise to attract the large base of customers so that long term

sustainability will be maintained. In this SERVQUAL theory is to be presented along with
several principles of managing service quality helps reflects the importance of service quality by
meeting the customer expectations, generating high brand image etc. Further it inculcates the
appraisal of management of service quality for the hotel along with their impact of current
strategy on delivery quality services to customers and on encouraging the staff of business
enterprise. It is essential because it supports in collaborating working of employees so that
productive results are presented that helps in gaining competitive advantage within the
marketplace. At last this report helps in gaining the knowledge regarding customer feedback
framework that is developed by service quality manager for attracting and retaining the guest and
visitors for a longer period of time. It also helps in solving the issues of customers that they
would face while taking customers so that they promote the company services within
marketplace that helps in enhancing the brand reputation within the marketplace.

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