Importance of Managing and Measuring Service Quality

This document discusses the importance of managing and measuring service quality in the hospitality industry. It explores the challenges of measuring service quality and provides recommendations for appropriate service management methods. The document also assesses the impact on front line employees, managerial implications, and employee engagement. The case study of Canary Wharf Hotel is used as an example throughout the document.

Service Quality

Table of Contents
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................5
1.Importance of management and measuring of service quality and recommendation of appropriate
service management methods......................................................................................................................5
2. Establish the current practices and assess the impact on front line employees, managerial
implications and employee engagement..................................................................................................9
3. Produce a Customer Feedback System (CFS) framework that the organisation can utilize to monitor
and continually improve service quality................................................................................................12
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................16

INTRODUCTION
Service quality refers to the output of the service delivery system, often in case of pure
service system that directly associated with the satisfaction of consumers in potential manner. it
is the combination of two words that are service and quality that work for providing quality
products and services to the end users in order to build loyalty positively (Maglio and et.al.,
2019). In these two terms quality relies on the setting standard or specification that promised by
the service organization to provide valuable products. It has been observed that there are not any
clear cut boundary for setting the quality as consumers expectations are very much high. To
remain always competitive firms always engaged oneself in research and development to find
something new market or product to provide best quality of goods to the end users.
organisations always remain deliberative to provide distinctive schemes in comparison to
competitors and build profitable market opportunities to capitalize market opportunities. To
maintain the quality of products top management and senior executives responsible to bear the
perception of promoting the products by using the most sophisticated tools and technologies and
enhance the no. of personally committed employees. It is the first and foremost duty of
organisations to conduct through kind of research and development to positively enhance the
experience of consumers by building strategies and tactics for gaining the desirable outcomes.
Respective report is based on the Canary Wharf Hotel which is the 3 star hotel operated in the
UK marketplace. respective organization deliberate to refurbishing their area of hotel to enhance
the consumer experience simultaneously it enhances the consumer complaints checked by hotel
advisor on Trip Advisor reviews. In that scenario it is very much potential for an organization to
evaluate the major reason of poor service quality (Khalid, Ali and bin Mohamed Makhbul,2019).
It can be possible by elaborating the significance of managing and measuring the service quality
by recommending the appropriate kind of quality management methods. Further it includes the
organisational current service delivery or practice to gain major insights. Finally it includes the
creation of customer feedback system framework that assist to organization to monitor and
improvement on continuous basis for gaining desirable outcomes.

MAIN BODY
1.Importance of management and measuring of service quality and recommendation of
appropriate service management methods
It is very important to develop an understanding of the services quality for industries that
are part of hospitality industry. There is a complete change in how customers perceive value and
are distinguishing themselves from other competitors who are part of their industry(Awasthi,
Sayyadi. and Khabbazian, 2018). There are many points that are associated with why
management of quality is very important for a organisation.
Importance of managing service quality:
In case of products there are some specific quality, assures that are already set up and it
consist of certain concrete specifications that helps in easy measurement of such specifications.
Measurement of quality of various products can be done with help of functions associated with
the quality control.
In case of services, there are many challenges that are associated with its intangible nature.
While making a purchase of such services, customers are mostly more interested in overall
outcomes or the overall experience they get in the course of availing of services (Kuo, Chen, and
Cheng, 2018). It makes it sometimes more difficult for various services providers to measure the
quality of services. It is a big challenge so that it can be overcome with the help of a structured
approach that can be used in the form of three basic steps such as Measurement, analysis and
improvement of the services quality.
Measuring service quality:
From the above made discussion it can be observed that it is very important top manage
service quality for organisations that are especially part of the service industry. But it is
necessary to understand how quality can be measured in such a way that overall objectives can
be fulfilled and benefits can be realised by both the organisation and the customers who will
perceive such value. So, below discussed are some of the steps that can be followed and adopted

in an organisation so that they are able to measure the quality of their services and realise it
importance for all the associated stakeholders:
The first step: In the first step there will be measurement of service quality. In this step
there will be overall quality that is being offered by an organisation in a given present situation
has to be assess and measured in detail with each and every aspects of theirs services that are
being taken into consideration by the concerned authorities. Such as in case of Canary Wharf
Hotel, that is a 3 star hotel this measurement of services will be of every department such as
since the guests are checking in to at the time of they check out from the hotel each and every
services n this course has to be closely analysed. Such as in this the restaurant services, bedding
facilities, room services and all other services have to be closely analysed and measured from a
customer’s point of view to understand what is the actual level that the services offered by this
hotel are reaching.
Second step: In the second step, there is proper identification of overall gaps that actually
occur between the desired level of performance that has been set up by the management of the
staff and the actual level of services that they offer. In this various gaps that happen between
customers overall perception of the services quality and performance level set up by the
management of the organisation has to be considered. In this the information that will be finding
out by the management of Canary Wharf Hotel will be further used for purpose of improvement
of the areas that are lacking the performance.
After the above mentioned two steps there is a requirement to consider two aspects that are
customer’s perception of performance and customer’s expectations.
The overall expectations & resulting perception of performance has to be analysed according to
five dimensions or methods that are mentioned below:
Responsiveness: This is a factor that is associated with how promptly services can be
performed in a more adequate manner. It is related with the services provider being able to
respond to the needs of their customers. Such as in case of Canary Wharf Hotel, it can be
observed from the case study that the hotel management is not able to satisfy the needs of their

customers as there have been many complaints regarding the services provided by this hotel.
Such as staff is no been able to solve various problems faced by such customers.
Assurance: It is a aspect that is confidence that a customer has regarding the services have
been performed in a adequate manner or not. In Canary Wharf Hotel it is the responsibility of the
front desk and the whole management staff to actually make sure that all the problems of their
customers or guests are addressed timely and they are assured that of they are facing any
problems then those will be addressed as quick as possible. So, it becomes the responsibility of
the all the staffs who are part of the front office to timely address the problems being faced by
these employees in a more effective manner.
Empathy: It refers to the caring and understanding that the services provider has to provide
regarding the needs of their customers. Such as in Canary Wharf Hotel, the management team
has to make sure that they are able to respond to all the needs of their customers. It helps their
customers in getting the satisfaction that if they are facing with any issues then those will be
solved in such a manner that it can solved in a more effective manner.
Reliability: It is the ability of a service provider that is related to consistently provide
services depending on the promises being made by the organisation. In this aspect, Canary Wharf
Hotel will have to offer services in such a manner that they are able to deliver services according
to their made promises.
Above discussed are the five elements of RATER model that are actually very helpful for a
organisation in measuring the overall services quality by a organisation. It is very important o
Canary Wharf Hotel that as a service provider they have to properly understand the expectations
of their customers so that they are able to perform according to expectations of customers on the
entire process (Franceschini, and Mastrogiacomo, 2018). The expectation of each customer will
be influenced by the provider’s communication and it is also affected by the external factors and
this includes previous experiences of customers, inputs of customer’s tec. There can be below
mentioned as gaps that can arise while measurement of the gaps:
Management perception gap: It includes gap between management understand and
customer expectations that can arise because of the insufficient market research.

Quality specification gap: The quality that exists is because of lack of standardisations, lack
of sufficient planning and lack of commitment of the service quality.
Improvement of service quality:
There are some steps that have to be used by a organisation so that they are able to improve
and fill the gaps that arise between the desired and actual performance:
Understanding of customer expectations: In this, Canary Wharf Hotel has the responsibility
to understand what the expectations of the customers or prospective customers are. In customer
surveys can be used for the purpose of collecting the information may be reviews of customers
on various social media platforms can be sued as a way to develop an understanding of how
these can be used as a way to develop understands of what are some of the areas where they are
lacking.
Performance: In this the actual performance has to be improved (Yuen. and Thai, 2017). In
this Canary Wharf Hotel can make use of two approaches such as one approach can be related to
creation of service quality standards & development of training equipments so that their
employees can realise the importance of satisfying their customers.
Second approach can be related to the HR department has to hire and recruit employees that
are already having high potential and competence.
Communication: It is a way in which actually there si reflection of how Canary Wharf Hotel
is reflecting the overall understanding of the needs & expectations of customers. In this there has
to be use of certain mediums such as social media platforms that can help in making various
promises and statements that they will be offering high value and quality services to their
customers.
From the above discussion it can be said that service quality is required for purpose of
measurement of service quality, identification of gaps and implementations of certain measures
for fulfilment of those gaps.

2. Establish the current practices and assess the impact on front line employees, managerial
implications and employee engagement
In the present case study of Canary Wharf Hotel, it can be said that this hotel is having a
target market of leisure and business guests that has been refurbished as there have been lot of
changes that are raking place such as in terms of opening of new areas for conference,
Banqueting suite etc. It has lead to rising quality of this hotel (Ali,. and Raza, 2017). This has
also lead to some customer complaints in the period of last six months.
In case of the present practises it can be said that there is a requirement to make a proper
assessment of the gaps in the overall quality of services that is actually creating the
dissatisfaction amongst their customers. For this there is a requirement of some necessary steps
that has to be taken by the hotel management so that they are able to tackle all the efforts of
different department that are working for the purpose of tackling the staff in the most appropriate
manner.
Hotel industry is something in which the services and the quality of services is the actual
king of entire range that is experience by the customers whom they mostly treat as their guests
(Singhand Prasher, 2019). There are some steps that ahs to be taken especially on the part of
front line employees as discussed below:
The front line employees have to make certain efforts in order to ensure that they are able
to deal the customers in the most effective manner. Front line employees are actually responsible
for having direct communication and interaction with their guests. So, it becomes the
responsibility of the authorities that while recruiting staff for the front office department most
care has to be taken. Such that, only talented and potential employees having the required
amount of skills must be hired in this department. Front line staff is having the responsibility of
selling the products and carrying out assigned services in the most optimum manner. They pisses
specific role that have to play in running a particular establishment in a successful manner.
In Canary Wharf Hotel it can be seen that there is not desired amount of performance that is
being performed by the staff at this particular department. Such as there has been no timely
addressing of issues that are being faced by their guests (Sadeh, 2017). As there are complaints
on part of their customers that front desk is busy not able to guide them how to make booking of

a table in restaurant, while addressing a problems their attitude was such that the problem faced
by guests are not a problems for such employees. Etc. These are some of the major issues that are
commonly being faced by customers of Canary Wharf Hotel. So, from all such problems it can
be clearly seen that there is requirement on part of employers that they have to keep a check on
the behaviour of front line employees towards their gusts. Actually in case of service industry the
type of treatment that is being provided to the customers determines the level of satisfaction
achieved by them. So, front line employees have to be provided enough training so that they can
treat their customers as their top priority and provide them with excellent treatment so that their
dissatisfaction level can be minimized.
Managerial implications:
The overall management of Canary Wharf Hotel has to take some measures so that they
are able to effectively tackle all the departments in such a manner that overall set results can be
achieved:
Providing personalised services:
It is the duty of the management to ensure that each customer is treated as guest and they
all are provided with excellence quality services. The true excellences lie in the amount of
personalisation that is present in every service. Such as making customer feels that they are the
top priority as soon as they are visiting the hotel and ensuring them that serving them is the most
priority thing for all the staff members at a given point of time
Creation of empowerment of employees:
Empowering of employees is one of the most important tools that can be adopted by an
organisation while they are willing to create a motivated workforce (Mone, Londonand Mone,
2018). In case of Canary Wharf Hotel it can be clearly observed that there has been no
motivation for employees to give high level of performance and this has been the major reason
why they are not performing according to customer expectations and desired level of
performance on part of their organisation. Hence, it can be said that there must be monetary and
non monetary both type of incentive schemes that have to be planned by employers so that they
are able to make sure that the employees are having enough motivation to provide high

contribution towards performing their overall assigned duties and responsibilities (Ruck,
Welchand Menara, 2017). This will surely be reflected in terms of higher satisfaction level
reached by their customers and no complaints in for of negative review that are present on the
website of this hotel
Employee engagement:
Employee engagement is refers to the extent up to which employees are having passion about the
job that they are performing and how much committed they are for performing their assigned job
role. It is a tool that actually helps in employees making them completely engaged in performing
and making higher contribution in order to achieve some laid down objectives. It is a business
concern that helping in keeping the employees attached to the organisation (Eldor, and Vigoda-
Gadot, 2017). In this the HR department of Canary Wharf Hotel that they have to be responsible
for activities and actions related with employee engagement. HR department actually plays a
very effective role in ensuring that there is policies that are formed for purpose of individual
growth and development. Such activities actually make employee feel motivated towards making
a higher contribution towards achievement of the laid objective by higher management of their
organisation. In this there are certain drivers that can be used for purpose of employee
engagement such as creation of a positive work culture, more transparency in performing the
overall functions, openness policies, such as employees are free to contact and communicate
with the authorises and how they are willing to say something (Mann, . and Harter, 2016). Apart
from this the most important tool that actually results into positive contribution towards
employee engaged is the learning & development opportunities that have to be provided to the
employees. In this there must be development of a structure learning opportunities for employees
so that there can be higher level of engagement that has to be set up. It requires effective
leadership & succession planning on part of management of the organisation.

3. Produce a Customer Feedback System (CFS) framework that the organisation can
utilize to monitor and continually improve service quality.
Customer feedback system is one of most important kind of system that depicts about the
way to learn from the consumers feedback in the institutionalized and continuous manner. it
helps to systematically pace towards the achieving the organisational goals and objectives in
potential manner (Hussain and et.al., 2019. in context of Canary wharf Hotel that is 3 star hotel
with the modern 100 and stylish kind of en suite rooms that are most suitable for the hosting
conferences, meetings and weeding and other kind of functions. After establishing all kinds of
amenities organization on continuous basis get the adverse review from their consumers that
affect on their profitability and sustainability in marketplace. With the Trip advisor they
encounter various kinds of issues regarding waiting duration, busy front desk and tried staff so
many other kind of issues. In that regards, it is very much potential for organization to build the
customer feedback framework which assist to deal with the customer feedbacks and solve in the
appropriate manner. here are the customer feedback framework to improve the service quality to
maintain the loyalty of consumers and gain sustainability in potential manner:
Why gather customer feedback: In respective section of the customer feedback framework
consist of collecting the potential reasons behind the consumer feedback that assist in improving
the level of performance in potential manner (Haghkhah, Rasoolimanesh and Asgari,2020). In
context of Canary wharf Hotel they analyze that organization provides the no. of facilities to
their consumers but after that receive poor feedbacks. In their poor reviews consist of the long
hours for check ins, employee not engaged with organization, the front desk of office is so much
busy, staff not properly managed and not understand about their work and job role in proper
manner. so it is very much potential for them to collect the major reasons behind the problem and
one of best solution to come out of it. In that regards in consumer feedback system framework it
proved very much beneficial to reach at the core willingness of consumers and serve upto the one
of best manner.
Build the customer feedback loop: It has been evaluated that organization have to use the
systematic kind of consumer feedback loop that consisted the following aspects that are as
follows:

Ask: In respective section organization ask about consumer feedback in regards of their product
and service by using various questions that includes organization not providing the in trend
products and services or need to identify customer service issue and many more (Rachmawati,
2019). By asking respective kinds of questions organization can evaluate the major loop falls in
their business performance. With the help of social media monitoring that is very much effective
in terms of time and cost. By using it organization can be able to track the taste and preferences
of their consumers and can be able to provide one of best products and services to end users. it
has been observed that the emerging trend in the hospitality industry that consumer not want to
compromise on the product quality (Gibbs and Kharouf, 2020). To provide one of best products
in effective time limit is first and foremost demand of consumer. Further consumers also want
the fusion food and attractive kind of serving style that directly enhance their level of experience.
In that regards Canary wharf Hotel they can use the one of most popular ways to evaluate or
measure the overall level of satisfaction of their consumer such as net promoter score, customer
satisfaction score and social media monitoring. In hospitality industry the net promoter score is
one of most popular in among the people for measuring the likelihood an individual recommend
regarding the organisational products by using the scale of 1 to 10. The another tool that is
customer satisfaction score that is provide measurement how much satisfied the consumer with
the specified meeting with the organizational products and services. by using respective tools
organization can amend in their level of performance in potential manner.
Categorize the customer feedbacks: In respective section organization divide the consumers
feedbacks into buckets to proved meaningful to the organization. while dividing the consumers
needs and wants on differ basis organization can be able to produce products as per differ kinds
of consumers and their problems. In respective section organization divide feedbacks on the
various kinds of basis that includes product feedback, customer service feedback and marketing
and sales feedback. In context of respective hotel they get very much affected by the product
feedback and customer feedback (Bunger and et.al., 2019).
To resolve the customer feedback there are various kinds of tools available that are live chat,
knowledge base articles and email follow up that helps to interact with the consumers in order to
improve the quality of products and services in potential manner. by conducting the survey
organization can be able to improve the consumer services by building trust and adding value in
products and services.

Acting on the consumer feedback: In respective stage organization by sharing feedbacks with
others in the organization that successfully can implement changes in order to gain the potential
outcomes (Tanuwijaya and Tannady, 2019). In context of respective organization they share
organisational feedbacks from the product team, customer support team and marketing with sales
team in order to gain the potential outcomes from them. It is very much potential for the
organization to share on the regular interval that may be weeks/ months/ quarters and many
more. In that regards it is very much important to analyze who take the decision on the side of
consumer and accumulate necessary information regarding to build the best products and
services as per the choice of consumers (Anabila, Kumi and Anome, 2019). It is also very much
important after collecting information share it with the right team by accessing their level of
skills and competency so that they can contribute one of their best efforts in organization
development and enhancement.
Follow up: follow up with consumers that give feedbacks on the basis of plan that acknowledge
by organization by using the active listening. To follow up consumer feedback it is very much
important to share with the organization the two very simple things that it is very easy to give the
feedback and the another is their voice is being heard (Customer feedback strategy: The only
guide you’ ll ever need, 2020). The first problem should be heard with the help of customer
feedback software that depict the right path for improving the consumer level of experience in
potential manner. in context of Canary wharf Hotel they by knowing the actual or core problem
that encounter by the consumers and then appreciated that consumer provides feedback as it is
very much important to continuous improvement. If consumer not provide feedback in that
condition organization face the risk that not auspicious for longer duration. It is significant to
provide consumers the information that they are being heard as it create loyalty in their mind and
build a loyalty and it can be possible by publishing the report with the customer feedback for
improving the experiences in positive manner. by using respective factor Canary wharf Hotel
can be able to follow up the consumers feedbacks in potential manner. the another important
kind of initiative that can be taken by respective organization is to send the personalized mail in
the thanking letters to give the incredible feedback that proved very much beneficial in building
relationship with consumers (Zuo and et.al., 2019). By tracking the taste and preferences of
consumers and their past experience is one of most fruitful tool that mostly availed by
organisation to directly affect the decision making power of consumers. In context of Canary

wharf Hotel with the help of online communication they can be able to get the feedbacks of
consumers and accumulate necessary knowledge and information that directly contributes in
enhancing their level of experiences.
CONCLUSION
From the above report it has been concluded that service quality plays very much
important role not only for the organisation but also for the consumers. Service quality helps in
building the loyalty in consumer mind that directly helps in taking positive purchasing decisions.
To provide best quality products and services it is very much potential for an organization to
conduct through research and development to find out areas of improvement and level of
expectation of consumers in order to serve them in best possible manner. it is obligatory for an
organisation to focus on their service delivery practices that directly impact on the front line
employees their engagement with consumers and on managerial activities to gain the fruitful
outcomes. it is very much important for a firm to take feedbacks on continuous basis from the
consumer that not engaged employees with organization but also add values in products and
services that directly enhance consumer experience. With the help of customer feedback system
organization can be able to monitor each and every aspect related with consumers and build
improvement in potential manner.

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