Service Quality Management of Canary Wharf Hotel, London

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Service Quality

Abstract
The present study deals with the service quality management of the Canary Wharf hotel, London.
Apart from that the study also describes the requirement of quality management, benefits of
quality management, the importance of measuring and managing service quality by using
different measurement tools. The impact of service quality on the concerned organization has
been evaluated. The necessity and the various ways of customer feedback system have also been
analyzed in the study.
Keywords: Quality Management, Service Quality, Customer feedback system
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Table of Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................4
Importance of Quality Management................................................................................................4
Measuring and Managing service quality -why?.............................................................................9
Quality Management and Measurement Methods.........................................................................11
Part 2..............................................................................................................................................16
Service quality impact on Canary Wharf hotel..............................................................................16
Part 3..............................................................................................................................................19
Customer feedback system framework..........................................................................................19
Conclusion.....................................................................................................................................21
References......................................................................................................................................22
Appendices....................................................................................................................................24
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Introduction
The term service quality management can be defined as the collection of different processes that
are used to evaluate the quality of service as per the customer’s expectations. Moreover, the
service quality management process is examined according to the opinion of the customers. The
process evaluates how properly the customers getting service, how to enhance the quality of the
services, detect the hassles occurs during providing service and process to resolve those
problems. The process also incorporates the checking and managing of the services that are
offered by the company to its consumers. There are different dimensions of the service quality
management are safety and security, trust, responsiveness, understanding (Dabestani et al.,
2016).
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Part 1
Importance of Quality Management
The term service quality comes from two small terms Service and Quality. The term Quality can
be defined as the methods in which the services and products that are proposed by the company,
just to enhance the quality of services that are purchased by the consumers (Mallawaarachchi and
Senaratne, 2015). On the other hand, the term service can be defined as the capacity to offer
product that must fulfil the basic requirements of the customers. In one sentence, service quality
management can be defined as the process of fulfilling the basic needs of the customers at a
pocket-friendly service charge. Requirements of the customers include on-time delivery; provide
solutions to the consumers for their problems, reliable service, low service charges etc.
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History of service quality
There are two different types of concepts behind service quality. The first type is known as the
Nordic approach or perspective whereas the second part is known as the SERVQUAL approach.
The Nordic approach mainly focuses on the satisfaction of the customers in terms of quality of
service. This model was introduced by Gronroos in 1984 which consists of the technical as well
as functional approach. On the other hand, in the case of the SERVQUAL model, which is
alternatively known as, the American perspective which was introduced by Parasuraman,
Zeithaml and Berry in 1988. This approach defines the service characteristics like safety and
security, trust, responsiveness and understanding.
Different schools of thoughts
Here are the two different approaches that are associated with the service quality management
are described below:
Nordic Model:
The first approach or in the Nordic model was introduced by Christiaan Gronroos deals with the
satisfaction of the customers in terms of quality of service (Stiglitz, 2015). Nordic model is based
on two theories. One is expected quality and another is experienced quality.
Expected quality refers to the image of the company, communication in the market, basic
requirements of the customers and word-of-mouth (Lapiņa et al., 2015). Whereas in the case o0f
experienced quality, it refers to the product received by the consumer. Again the experience
quality is divided into Technical quality and Functional quality. Technical quality means what is
the actual service and functional refers to how those services provided to the customers.
According to Gronross, both the functional as well as the technical qualities are associated with
each other. But as it is a business sector so it is important that how the services are provided by
the company to the customers.
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Figure 1: Nordic Model
(Source: Stiglitz, 2015)
SERVQUAL Model:
On the other hand, the SERVQUAL model is basically used to examine the service gap. Here
service gap refers to the difference between the service provided by the organisation and the
service needs by the customer (Wang et al., 2015). As the model determines the gap between
two services, so it is also known as the GAP model. There are five main parts of the service
quality are described below:
 Tangibles: The term tangibles refer to the appearance of the workers, physical services
like the room decoration and the equipment through which staffs are serving and others.
 Responsiveness: Customers always wants proper service without any hassle, so it is the
duty of the hotel to provide proper service.
 Reliability: Correctly providing services, on-time services these come under the
reliability section.
 Empathy: It is the responsibility of the management team of the hotel to serve its
customers in a polite way.
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 Assurance: It is the duty of the staffs to assure its customers that they will get proper as
well as the best service from them.
There are mainly five gaps in service quality management are discussed below:
Gap-1: Gap 1 is also known as a management knowledge gap. This gap appears because of the
difference in expectation of the customers and the management understandings. The main reason
behind this gap is improper market focus. In order to overcome the gap, the management team of
the hotel must use a market examine tool so that they can easily able to accomplish the needs of
the customers. Reasons behind gap 1:
 Improper market orientation
 Top management level problems
 Research is not aims on the needs of the customers
Gap-2: This gap arises because of the difference in quality, which means the gap may arise if the
expectation of the customer is not fulfilled or achieved by the management team of the hotel. In
order to overcome this gap, it is the duty of the hotel management team is to look at the basic
requirements in the quality of the consumers so that they can easily achieve customer’s needs.
Reasons behind gap 2:
 No proper goal
 Improper execution planning
 Improper task distribution
Gap-3: This gap arises if the expected services of the customers are not achieved by the
management team. Low-quality service may result in these kinds of gaps. Behind this gap, there
are different reasons such as insufficient support, irregular serving process, improper service etc.
So it is the duty of the management team is to execute or process their service in a sequential
manner (Liu et al., 2017). Reasons behind gap 3:
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 Unbalanced demand and supply
 No teamwork
 Hired workers are not fitted for the post
Gap-4: Improper communication with the other service providers in the market may cause the
gap. This gap arises because of the original service and the assured service. So, it is the
responsibility of the customer care executive team of the hotel to give proper and promised
service to its customers. Reasons behind gap 4:
 Improper communication between workers
 Not able to fulfil the customer’s need
 Disable to work as per the instruction of the consumer
Gap-5: Gap 5 is nothing but the collection of all the above-mentioned four gaps. This gap arises
because of the previous improper services that the customer gets from that hotel. In this case, it is
the duty of the management team of the hotel to provide proper service so that customers can
trust their services in future. Reasons behind gap 5:
 All the data accessible online
 Promotion of the same services
 Family background and cultural lifestyle
Execution of services by using the SERVQUAL method in each department is not possible. In
the case of the Nordic Model, it is possible.
By using the SERVQUAL model, customer’s expectation can be monitored but in the case, of
Nordic model measurement of satisfaction of the consumer cannot be determined.
The SERVQUAL model is comparatively complex whereas the Nordic model is simple.
The Nordic model is a reliable process whereas the SERVQUAL process is not at all reliable.
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Measuring and Managing service quality -why?
Serving Quality dimension: There are 5 serving quality dimensions that are the basic building
blocks of the service quality management that are discussed below:
 Tangibles: The term tangibles refer to the appearance of the workers, physical services
like the room decoration and the equipment through which staffs are serving and others.
It is the duty of the workers to serve the foods in a presentable manner so that customers
get satisfied with the services.
 Responsiveness: Customers always wants proper service without any hassle, so it is the
duty of the hotel to provide proper service. Every time during communicating with the
clients it is the duty of the customer service executives to talk in a polite way.
 Reliability: Correctly providing services, on-time services these come under the
reliability section (Faertes, 2015). Management should give proper service so that the
customers trust them.
 Empathy: It is the responsibility of the management team of the hotel to serve its
customers in a polite way. The management team needs to serve its customers with the
care that helps to enhance the customer’s satisfaction level.
 Assurance: It is the duty of the staffs to assure its customers that they will get proper as
well as the best service from them. Management needs to assure its customer that they
will not face any glitches at the time of working with the organisation.
Customer Satisfaction: For any business management related operations, customer plays a
pivotal role. Moreover, it is the duty of the management team to provide proper service so that
the customers get satisfied (Kaura et al., 2015). Customer’s satisfaction will help the company to
accomplish its business objectives and make a profit. On the other hand, Customer Satisfaction
Score (CSAT) metric is basically used to evaluate whether the customer is happy with the
product and services that are offered to them by the management team. Customer satisfaction
also includes how the customer behaves after using the brand offered by the management team
(Saeidi et al., 2015). If the customer likes that product then he/she must choose that brand in
future and even suggest it. Otherwise, if the customer is not satisfied with the product or services
then they will not suggest that brand in future which may affect the company’s growth. By using
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CSAT tool management team can easily be able to identify which customer is happy with the
services or not. There are four basic ways through which the management team can improve the
satisfaction of the customers are:
 Give customers high priority
 Keep on tracking the needs of the customers
 Do a proper market survey in order to understand the trends and demands of the products
level
 Constantly analyze the reviews and feedbacks generated by the customers regarding the
product.
Service Profit Chain: Service profit chain can be defined as the model which evaluates the
relationship among the loyalty of the consumer, productivity and profitability. In order to
enhance the Service-Profit Chain management team needs to follow the set of rules:
 Make a proper feedback form for the consumers
 Create a feedback form for the workers who are working with the association
 Build an optimized process in order to action input
Business Development and Expansion: Business development can be defined as the process by
which company can expand its incomes, development as far as a business extension and
expanding the benefit of the organizations, and settling on key business choices. There are some
basic building blocks or functions that are associated with the business development process are:
 Sales
 Marketing
 Strategic initiatives
 Proper business plan
 Customer's needs and satisfaction
 Proper customer service
 Management of vendor
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 Proper budget plan
 Cost saving
 Huge manpower
 Proper work environment
If the above-mentioned points are not found inside the business plan then it may result in
different issues and finally, it will affect the overall growth of the company.
Quality Management and Measurement Methods
Management Methods
Service Design: The term service design can be defined as the process of making a proper plan
and organize workers in order to achieve the organisational goals (Akoğlan Kozak and Acar
Gürel, 2015). It is the duty of the management team of the business association, to make a proper
design before starting a project. Without a proper aim and objective, it is not able to execute a
business plan. The term service design is exactly referred to the improvement of the service
between the consumer and the provider. Moreover, the term service management includes the
following:
Human Resource Management, Structure, Business processes and the reward system.
Encounter: Encounter refers to the way or the type of communication. Service encounter is
subdivided into three parts:
 Remote encounter: In this process, the communication is done between the bot or the
machine and the customer.
 Face-to-face encounter: In this mode of communication customers are directly
communicate with the workers in the office.
 Phone encounters: In this encounter process complete communication is done between
the customers and the customer care executives over the phone.
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