Importance of Management and Measuring of Service Quality

This document discusses the importance of managing and measuring service quality in the hospitality industry. It explores the impact on front line employees, managerial implications, and employee engagement. The document also provides recommendations for appropriate service management methods.

Service Quality
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of management and measuring of service quality and recommendation of
appropriate service management methods..............................................................................3
TASK 2............................................................................................................................................8
Establish the current practises and assess the impact on front line employees, managerial
implications and employee engagement.................................................................................8
TASK 3..........................................................................................................................................11
Develop a Customer Feedback System (CFS) model which an organization can use to monitor
as well as continually enhancing service quality..................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
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INTRODUCTION
Service quality refers to as the quality of the service delivery system for the output generally
in the services industry. The service quality is the directly related with the concept of satisfaction
of the customer as the organisation aims to offers better services so that they can satisfy their
customers. The customer has perceptions from the services regarding their quality which is based
upon their expectations and other factors such as the reference from others etc. For improving the
quality of the services the companies aims to introduce innovation in their services and adopts
various technologies so that the process delivering services can be made efficient (Ali and Raza,
2017). Also the focus of the companies is on improving the functional qualities of the employees
as in service industry they directly come in contact with the customers due to which the
improvement in their attitude and behaviours is crucial. In this report the case of Canary Wharf
hotel is taken in to consideration which is a located in East London. The hotel has 100 modern
and stylish en-suite rooms, conference, wedding and meeting hall. In this report the case study of
the hotel is considered and upon which the importance of managing and measuring the service
quality, current service delivery practices are discussed. Also a customer feedback system is
produced for the hotel.
TASK 1
Importance of management and measuring of service quality and recommendation of appropriate
service management methods
It is necessary for a organisation to develop a detail understand of the quality of services
that they are offering to their customers especially in case of service industry or the hospitality
industry it is very necessary to enhance the overall nature of hospitality services (Awasthi,
Sayyadi and Khabbazian, 2018). There is a requirement to make an analysis of how services
have to be provided to these customers based on the quality and type of services are reaching to
the final segment of customers. It consists of several different aspects that have to be understood
in detail in order to get an understanding of the importance of such services for a organisation.
Importance of managing service quality:
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Surviving in the long run: In case of an industry offering and dealing in products, it
becomes very easy to measure the overall quality of a product as there are certain numerical and
quantitative specifications that can be used for purpose of measurement of the quality of such
products (Cama, Herman, and Lambert). If the products are according to such quality
specifications then it can be said that they are of high quality otherwise attempts are made to
improve the quality of such products and then make them to reach towards those set standards.
So, in present scenario, there is hospitality industry that consists of complete service industry and
product quality does not constitute much major part of this industry. So, it is very important for
improvement and maintaining of the quality of such services in order to attract more number of
customers towards them and service in the scenario of high competition. So, it is very important
to maintain high standards of service quality to service in the external market for a longer
duration of time.
Competitive advantage: Customers are willing to make high comparison between brands
because of the large number of options that are available with them so that they can make a
comparison among these and choose the best option (Chang, Liu and Ke, 2018). So if an
organization is willing to get higher preference points from their customers then it becomes very
essential to maintain and manage the adequate and required quality standards. So, that they can
be preferred by their customers in comprising with other similar choices that are available with
them in the similar industry.
Enhancement of customer experience: When there are high qualities of services then it
leads to enhancement of customer satisfaction as and a better customer experience is being
provided to them which is going to lead towards long terms association of a particular customer
with the brand. It also leads to fulfilment of the sole motive of every organisation that is mostly
to provide best and unique customer experience.
Marketing and promotional tool: When a particular brand is able to offer high quality
services to their customers then it leads to a situation in which the quality and satisfied customers
are acting as marketing and the promotional tool for such organisations (Deng, 2017). As one
satisfied customers help in attracting 10more new customers. So, when there is high and better
quality that is consistently maintained by a brand then it automatically acts as a indirect
marketing tool in form of mouth publicity, establishment of loyal customer base who are willing
to make repetitive visit.
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In services there are large numbers of challenges that are associated with how to establish certain
qualitative standards as each customer is different from one another and what may be satisfactory
for one cannot be for another (Eldor, and Vigoda-Gadot, 2017). So, it generally becomes very
difficult to set some standards against which the actual performance has to be measured by a
organisation in case of services. So this challenges is mostly can be overcome with the help of
use of a structured approach that is revolving around three major steps that is measurement of
performance, its detailed analysis and then further improvement in the areas it is required.
Measuring service quality:
From the above discussed points it can be understood very clearly that management of high
quality services is very important in a organisation those who are part of the service industry. So,
there is a requirement to develop an understanding of how and what are some of the ways that
can help in measurement of quality of services for an organisation (Franceschini and
Mastrogiacomo, 2018). So, there is a requirement that some if the necessary steps have to be
followed in an organisation that can help in measurement of such services and then realise the
overall importance of these services for all theirs stakeholders:
The first step: In this initial step there has to be measurement of the quality of service in
such a manner that the service that is being offered to the customers has to be measured
according to some set standards (Greenberger and Swift, ). There are many different type and
nature of services that are offered by a organisation such as in the present case study of Canary
Wharf Hotel which is a three star rating hotel there are certain criteria’s that have to be
considered by the organisation and then measure the quality of each service which is being
offered and provided to their respective customers. The various services for which there is a
requirement to measure and asses the quality consist of restaurant services, from office
department, bedding facilities, room services, gym services, bar and clubbing service are some of
the respective areas in which there is a requirement to measure the actual quality which is being
provided to the ultimate customer and then rate their experience. It is very necessary for this
hotel to measure and then provide rating to such services from view point of their customers.
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Second step: In this second step, there will be a detail identification of the gaps that are part
of the desired level or set standards of performance and the actual performance of the staff
members. So, all such gaps have to be removed or filled by increasing the overall nature of
quality of such service in Canary Wharf Hotel. The major aim in this situation is to impact the
perception of customers (Kuo, Chen, and Cheng, 2018). The detailed information will be
collected by Canary Wharf Hotel and it will help in improvement of the areas where
performance is lacking or is not up to the set standards.
From the above discussed steps it can be said that there are majorly two aspects that is
customer perception & customer expectations. These two aspects have to be analysed in detail by
the five dimensions that are mentioned below:
Responsiveness: It is a factor that is associated with how properly services are being
performed in an appropriate manner (Liu, and Whitt, 2017). In Canary Wharf Hotel, it can be
said that the case study given clearly provides us the information about the hotel and its
management not being able to successful satisfy their customers. As their customer are having
lot of complaints regarding the way they are treated and the quality of services that is being
provided to them. The problems an discus have to be identified and then response must be given
to customers that are very important aspect of maintaining high quality.
Assurance: It is also a very important aspect in which customers have to be assured about
ten services. Such as in Canary Wharf Hotel, the front office departmental and the staff working
in this department has to make efforts to solve all the problems that is faced by their guests and
staff with regards to solving these problems as quickly as possible (Mannand Harter, 2016). In
this it is the responsibility of the staff and the whole workforce that they have to address all the
problems that is being faced by their customers whom they should treat as their guests. As there
are large number of complaints for customers so that such problems can be timely addressed.
Empathy: It is aspect that is related with the overall understand level that the service
provider ahs to provide with regards to their services. In Canary Wharf Hotel, the management
has to respond to all the requirement and complaints. it also leads to increasing the satisfaction
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level of customers who are dealing with any issues from part of the organization so that all these
can be solved as early as possible.
Reliability: It can be regarded as the ability and competence of a service provider in relation with
the consistency of services that is depended on ten overall promises made by the service provider
(Madheswari, . and Josephine, 2019). In Canary Wharf Hotel, the hotel staff has to offer services
in such a manner that they are able to deliver the according to the promises and claims that they
make to their customers in order to attract them.
From the above discussed elements of the RATER model it can be said that it is a very
helpful model for discussion of the service quality of organisation. In Canary Wharf Hotel. As a
service provider in a organisation It is also important from the point of understand the
expectations of customers and then understand their overall expectations so that performance of
the staff can be according to those expectations.
Improvement of service quality:
For making overall improvement in the services of a organisation there are cetin steps that
can be followed for filling them according to set standards and the actual performance as
discussed below:
Understanding of customer expectations: in case of, Canary Wharf Hotel it is very
important and necessary to understand the overall preferences and expectations of their
customers. For this there can be use of several social media sites or interacting with their
prospective customers by customers surveys is that the management is bale to modify their
services according to such customer desires.
Performance: in the next step it becomes very important to develop and understand of the
actual performance that is required in part of this hotel in order to make all the improvement and
modifications so that the quality of services is according to such standards and if there is any
training or something is required then that can be further planned according to the customers
expectations and demands.
Communication: It can be said that it is ten reflection of, Canary Wharf Hotel that
understands of the expectations and needs of their target customers. There is use of some social
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media applications for their claims and statements that has to be offered in terms of high value
and high quality for theory customers.
From the above discussed points it can be said that the quality of services has to be
measured and then identification of the measurement of quality of services and the adoption of
certain steps to fulfil such gaps.
TASK 2
Establish the current practises and assess the impact on front line employees, managerial
implications and employee engagement
In the case study of, Canary Wharf Hotel, it can be analysed that hotel has a target market
of the guests and leisure customers that are refurbished that is taking place in opening some new
department and making new additions such as banquets, conference etc. All this will lead to
increasing the quality of services for this hotel and more options for their customers. Such
smaller changes have been taken somewhat in the period of last one year in this hotel but such
services has lead to some major modifications that are being taking place in this hotel and is
leading to lot of changes that has to be cope up buy their staff that is part of various functional
departments.
Current practises
The present practises of, Canary Wharf Hotel, there is a requirement of identification of
some of the changes and the major modifications are mostly affected to the front line employees
of the organisation they have to make lot of efforts to ensure that they can deal with their
customers in the most appropriate manner. The front office department has to be more
responsible for ensuring direct communication & more interaction with their guests. So, the
major responsibility lies in the hands of such department and their staff members as they have to
actually handle the employees in better and appropriate manners. So, there is a need for the front
office department to take care of some steps so that they are able to handle their guest in most
appropriate manner:
 Addressing their clients or customers in the most polite manner and if there is a
requirement of training that has to be given to such staff members then that can
also be provided to the employees working under this department.
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 If there is reporting of any issue buy the gusts then that must be solved
immediately or of not possible then there must be reporting to the higher
departments so that they can take adequate measures on order to solve such
problem in the given time frame and as early as possible. Whenever a customer is
requesting for nay complaint then that has to be solved as earliest as possible.
 During the time of check in the waiting time should be minimise and if there is
more time for which customer has to wait then in such situations they must be
asked politely by the front office employees in, Canary Wharf Hotel, that they can
wait for some time in their restaurant and then provide them with some
complementary beverage until their waiting time so that they do not get frustrated.
 So above mentioned are some of the step that should be adopted by the employs
and the overall front office department so that they are able to handle the
customers and deal with them in the most optimum manner so that according the
case study given, the problem in such areas can be identified and customer
grievances can be minimised by the mistakes done by such front office managers.
Managerial implications:
The management has the responsibility in, Canary Wharf Hotel to take some measures so
that they can effectively tackle and handle all their departments in such a manner that high
results can be obtained in given time frame, for this there is a need to take some measures as
discussed below:
Providing personalised or customised services: It is the duty of the management of,
Canary Wharf Hotel that they have to make sure that every customer has to provide higher
quality of services according to the basic requirements of customers. The excellences lies in the
personalisation and the way services are being after huge customisation (Yuen,. and Thai, 2017).
If customers are getting personalised services then they feel very different and important and in
many cases they are willing to pay higher amount also for having high customisation of services.
Empowerment of employees: Empowering of employees is a very important aspect and
one of the most essential tools that can be used in An organisation for the purpose of providing
motivation to their overall workforce.
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Such as in the case study of, Canary Wharf Hotel it can be seen clearly that the hotel
management is not making adequate efforts for providing motivation or empowerment of their
employees. This has been the major reason why their staffs are not able to feel motivated
towards working and contributing towards their responsibilities in a better manner. So it has been
a major reason for the high amount of dissatisfaction of their overall workforce in terms of
raising organisations overall productivity (Yuen,. and Thai, 2017).
So there is an urgent requirement that to expect high performance on part of employees
the most essential requirement is to motivate them enough so that they can make higher
contribution towards fulfilment of the customer requirements and then increasing their present
level of performance.
The overall motivation can be in two terms that is monetary or non monetary. In case of
monetary there has to be increase in the basic pay, high amount of compensation that has to be
provided to the customers and in case of monetary terms motivation can be in form of high
compensation, high monetary benefits or high increments. All these are some of the monetary
motivational tools that can help in increasing the motivation level of employees. On other hand,
in case of non monetary motivation techniques could be to use various techniques such as
insurance schemes, timely employee rewards etc. Can also act as a motivation tool for many
employees and keep them motivated to increase their contribution towards the work and job that
they are performing.
Employee engagement:
Employee engagement is an emotional commitment of the employees towards their
organisation in which the leaders within the organisation contributes a lot as they keep their
employees focussed towards achieving the goad and objectives of the organisation (Soriano,
2019). With the employee engagement the hotel can utilise their full potential as with this they
can improve the communication with their guest effectively, identify their expectations from
them so that they can accordingly offer them the services. Also it enables the hotel managers to
improve the productivity of the employees and to retain their talented and experienced staff. The
managers of the Canary Wharf Hotel must take into consideration various factors that can
facilitate them in incorporating this strategy:
 Allowing the customer to express their views: By allowing their employees to provide
their suggestions and opinions for improving the services will motivate their employees
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as they will realise as they are crucial for the hotel. Also it will be beneficial for the hotel
as well as they directly interact with the customers due to which they can recommend the
best solutions. Participative culture of the hotel will facilitate them to retain their
employees for a longer duration thus it reduces the cost of training and developing new
employees on their recruitment.
 Create Mentorship program: With the help of mentorship program the employees can
be encouraged and motivated as they will be provided guidance and support by the
experienced employees. This will contribute in improving their performance as with the
help of mentors the new employees can learn a lot about the ways with which they serve
the customers and the goals of the hotel.
As per the case of Canary Wharf Hotel it is identified that the management of the hotel do
not value the employees as they are allow to take part in any activity related to the decision
making and this leads to their demotivation (Smith and Wiggins, 2017). Apart from this they do
not have reward schemes for the employees as well as any active empowerment sheens for the
staff, due to which the staff of the hotel do not contribute to the hotel as per their efficiency and
competence. Most of the staff in the hotel is part time so they pay less attention on the
satisfaction of the customer. The strategy of employee engagement will enables them to make
their employees realise their importance in delivering satisfactory services to the customers.
TASK 3
Develop a Customer Feedback System (CFS) model which an organization can use to monitor as
well as continually enhancing service quality.
CFS is an essential tool which depicts about the method in order to learn from feedback
given by the customers in a continuous way (Singh and Prasher, 2019). It is a framework which
assists in systematically pace for the attainment of business objectives in a positive manner. In
the present context of Canary wharf Hotel which is a 3 star hotel along with 100 modern &
stylish type of suite rooms which are appropriate as well as suitable in order to conduct a
meeting, conferences, parties, weeding & any sort of functions. It has been analysed that with the
help of a Trip advisor management team can effectively encounter different sort of problems
associated with waiting time, busy front desk as well as tried employees For this, it becomes
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important for an organization to adopt customer feedback framework andresolve all the issues
faced by them in a positive manner. In reference to the present company, customer feedback
system are going to be developed as follows which aid them in resolving problems faced by
customers in an effective manner.
Why collect customer feedback: In this section of consumer’s feedback model, it
includes gathering valid reasons behind so that it will assist in enhancing the performance and
increases the level of satisfaction among customers (Sadeh, 2017). In relation to Canary wharf
Hotel, it has been analysed that company offers ample number of services to their customers but
in return they get negative response from them. Some of the feedbacks related with time
consuming check in process, busy front desk of the company, lack of involvement of employees
within organizational functions, improper management of staff members and lack of knowledge
related with the roles and responsibilities. All these information need to be gathered by the
management team of hospitality sector so that they can resolve the issue in an effective manner.
For this, gathering information through feedbacks of consumer plays very favourable role.
Create effective customer feedback loop: It is said that for a business entity, it is quite
essential to use consumer feedback in a systematic manner which consist of different types of
aspects. Some of the key aspects are going to be discussed in a detail manner which is as
follows:
Ask: In this context of consumer feedback, it has been analysed that organization ask
different sort of questions related with the services and products offered by the company (Ruck,
Welchand Menara, 2017). They also ask questions from their customers about their requirements
and demands so that they can effectively resolve the issues by implementing and adopting all the
solutions in an effective manner. By asking such sort of questions, organizations can effectively
identify the main loop which affects the overall reputation and performance of the company in a
negative way. In addition to this, social media analyzing assist in a positive manner as it requires
less time as well as cost. Along with this, management team of the company can effectively
track the requirements, preferences as well as taste of customers and then produce goods and
services accordingly so that they can satisfy the needs in a positive manner. In reference to
present context of hospitality sector, customers want high quality service and for this they can
spend lots of money and do not want to compromise in the quality.
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Furthermore, with the help of an analysis it has been identified that Customers wants
fusion and uniqueness in the food products and provide them attractive services so that they can
enhance the experience level of consumers and beat the competition available at the marketplace.
In the present context of Canary wharf Hotel, management team of the company adopt best and
most suitable method in order to measure the satisfaction level of their consumers. It includes
customer satisfaction score card, net promoter score, social media or digital technology
monitoring& many more. In reference to hospitality sector, net promoter score is considered as
the most popular as well as beneficial tool in order to measure the choice of individual related
with the products and services offered by them on a score of 1 to 10.
Distribution of the customer feedbacks: It is the section where business organizations
categories the feedbacks of consumer into buckets in order to prove the meaning to the business
organization. It has been said that by dividing requirements, needs and desires of consumers on
different basis, organization can effectively produce the goods and services according to the
different requirement and problems of customers (Mone, ., Londonand Mone, 2018) . It has also
been analysed that feedbacks are categorized on the basis of services, products, sales, marketing,
customer service feedback In order to resolve the issues of customer by analyzing their feedback
different sort of tools which consist of follow up through email live chat sessions, knowledge
based articles and so on which aid management team in order to interact with their consumers for
improving quality of service as per the requirements.
Actions on the consumer feedback: In this stage business entity share their customer’s
feedbacks with different departments in order to implement changes in an effective manner and
gain favourable outcomes. In reference to the present hospitality sector, they share their
organizational feedbacks from customer support team, product team, service team along with
marketing and sales team so that they can produce positive results in an effective manner
(MARTENS, CA Inc, 2017). In addition to this, they need to share all the information and
feedbacks with other organizational department on a regular basis. In this context, it is very
essential to examine who takes decision from customer’s side and provide required information
in order to produce high quality products and services as per the requirements of customers. In
addition to this, it has also been analysed that it is very necessary to provide all the gathered
information with right team so that they can access it in a positive manner and produce best
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quality products and services. This as a result assists hospitality industry in order to attain their
organizational goals along with satisfying the needs and wants of consumer.
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CONCLUSION
It is concluded from the above report that for the organisation it is important to offers better
services to their customers so that they can ensure their sustainability of the business. Bu for this
they need to take into consideration the human resources within their organisation as with the
contribution of the employees the hotels can provide better services to the customer. In this
report various practices that are offered by the hotel are identified and on the basis of which
various strategies are recommended such as employee engagement, managerial implication must
be incorporated. Also a feedback system is also developed with the help of the experience of the
customer in the hotel and suggestions for the improvement can be taken that will facilitate to
improve the quality of the service.
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