Service Quality Management and Customer Feedback at Cosmos Tour Ltd

This report provides a detailed analysis of service quality management at Cosmos Tour Ltd, a UK-based hospitality and tourism company. It examines the importance of managing and measuring service quality, recommending appropriate management methods such as the GAP model and principles of service quality. The report assesses the impact of current service delivery practices on front-line employees and their engagement. Furthermore, it proposes a Customer Feedback System (CFS) framework to monitor and continually improve service quality, aiming to enhance customer satisfaction, retain existing customers, attract new ones through positive word-of-mouth, and increase service usage rates. The analysis includes evaluating the hotel's service quality management and identifying areas for improvement to boost revenue and brand awareness.

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
1. Importance of managing and measuring service quality along with recommending the
adoption of appropriate service quality management methods..............................................1
2. Analysis of current service delivery/practices through the assessment of the impact it will
have on the front-line employees, their engagement and managerial implications...............3
3. Customer Feedback System (CFS) framework to monitor and continually improve service
quality.....................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
The concept of the Service quality is mainly referring to and presents about a customer's
comparison of the service expectations as provided by the company and that is directly relates to
the overall performance of a business. The current service quality report is based on the Cosmos
Tour Ltd which is well known hospitality and tourism company of UK. Cosmos tour ltd is a UK
independent tour operator which are currently providing a range of package holidays to the UK
market. Further, the Cosmos Tour Ltd is a tour operator that is also connected to the international
Globus Travel Group tend to be founded in year 1928 having its main headquarter located in
Bromley, United Kingdom. The current study comprises of discussion about the importance of
managing and measuring service quality along with recommending the adoption of appropriate
service quality management methods. Further, an analysis of their current service
delivery/practices and customer Feedback System (CFS) framework is also made to monitor and
continually improve service quality level of selected firm.
Main Body
1. Importance of managing and measuring service quality along with recommending the
adoption of appropriate service quality management methods
It has been seen and analysed that a business which is having a high level of service
quality is tending to likely be more capable of meeting customer needs and ensures higher
satisfaction level while also remaining economically competitive in their respective industry.
Thus, maintaining effective service quality is always vital and important for the business
organisation as it is important in determine and meeting the satisfaction level of customers that
affects the success and failure of the business. Along with this, organisation in hospitality sector
are tend to give a lot of attention to the quality services because it ultimately impacts the brand
image and their competitive strength and long term sustainability. Thus, it has become vital and
essential for the Cosmos Tour Ltd to effectively manage and regularly measure its services
quality to effectively meet the set needs and expectation level of the customers. Further, it has
been seen and analysed that the Service quality measurement has become much more significant
for Cosmos Tour Ltd as it provides a significant managerial tool to effectively understand
consumers' needs and wants through measuring and analysing the experience level of consumers
though the service provided by the firm. Further, regular management and measure of the service
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quality also helps the Cosmos Tour Ltd to find their weaknesses and advantages in more efficient
manner in order to make a better decision and strategy formulation to ensure quality service for
consumers. The main importance and benefits of managing and measuring service quality by the
Cosmos tour ltd has been provided and discussed as below:
Retaining a higher percentage of existing customers- providing better quality service to
customers ensures the better retaining of the existing customers through ensuring the keeping
customers coming back. It has been reviewed and analysed that fulfilment of the needs and
expectation of the customers creates a positive impact on the mind-set that ensures that they
would not get shift to other service provided and competitors therefore, ensures higher sales and
revenue through retaining the existing customers. Thus, managing effective services quality is
vital for Cosmos tour ltd to ensure that its existing customers keeps on coming back for which it
is vital to meet their satisfaction and retention level in more effective manner.
Attracting more customers through having positive word of mouth- The another vital
aspects and importance of the managing and measuring service quality comprises of fact that
helps in creating positive word of mouth for the organisation. It has been analysed that meeting
of the set satisfaction and expectation level of customers ensures positive word of mouth and
effective promotion in form of positive feedback and reviews from the customers that is passes
to their friends, family, workmates and other target audience. Thus, managing effective service
quality ensures attracting more customers for Cosmos tour ltd through creating a positive
marketing and improved brand image for the firm based on positive feedback and customers
review.
Increasing the usage rates of the existing customers- The another key importance and
benefit of having effective management of the service quality comprises of the fact that it
enhances the usage rate of the service by the customers. It has been analysed and seen that
ensuring a peace full and good quality service that meets the expectation and desire level of
customers creates a higher zeal and positive influence in customer to avail and pursue the service
in regular intervals. Thus, plays a vital role in improving and enhancing the overall productivity
level of Cosmos Tour Ltd through enhancing the usage rate of existing customers.
Thus, based on above discussion a review can be made that managing and ensuring
service quality is important and vital for an organisation to have improvement in its overall sales
and revenue level. Along with this, measuring service quality is also vital and important as it
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allows Cosmos Tour Ltd to spot areas for improvement along with allowing effective assessment
and comparison of the business performance to set more clear targets and drives and direct to
aim for having improvement in business performance through meeting the customer satisfaction.
Theory of service quality management-
The GAP model- This is the model that is being developed in 1985 and having the main
consideration of giving quality service to the people by which they also can understand the gap
which can make unsuccessful delivery of their services.
 Gap between management perception and consumer expectation- This is simply
means that the hotel management is unable to identify the needs and wants of the guest
with the expectation and Custom your Ltd. Is not able to meet the needs and demands of
the customer and not satisfying their expectations with their services.
 Gap between management perception and service quality specification- This is
means as the the hotel staff is already known what is actually needed by the guest and
still they are not meeting the demands of the standard. Custom tour limited is known for
their best services but still they are helpless in order to meet the demand of their
customers.
 Gap between service quality specification and service delivery- It is basically mean
that the the standards that are necessary for offering best services every are not able to
provide better services due to the lack of training and development and ineffective level
of understanding. Custom tour Ltd. Employees is having lack of training and
coordination by which they are not meeting the expectation and demand of their guest.
 Gap between service delivery and external communication- Buyer of certain goods
and services can be attracted with the help of effective promotion or having external
communication any business organisation. In context to custom tour limited external
communication given by them about their certain services and amenities are ineffective
and the guestd are not satisfied. The hotel also offering the same thing but quality of their
services is not meeting the standards of their guest.
 Gap between expected service and experienced service- This simply defines the
expectation of the gas in their services that is being received by the hotel but in reality the
services are actually at its opposite. Custom tour limited have done the same approach
but guest are given bad reviews about their services.
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Principles of managing service quality
 Customer focus- The main consideration is to manage the services which is being
offered to the guest because the services offered by download tell according to the needs
and wants of to the customer and managed in an appropriate manner. Custom tours
limited also emphasising on the guest who are frequently visiting their property and
manage their certain services accordingly.
 Leadership- It is the approach that influence their subordinate to follow their exchange
and it is vital to have the the influencive leader within the organisation so that they can
contribute in providing best and productive services to the hotel. Custom toll limited must
replace their leader and employ the effective one who can be efficient in bringing
diversity at workplace.
 People involvement- for having successful business it is basically significant to the
workers that are involved in the business. Custom tours limited is having ineffective
employees who are having lack of coordination and this is the main reason why which
they are unable to offer the best services to their guest.
 Process approach- This is the approach that is being used for enhancing the quality of
service and this can be based on a certain process which ensure that quality is being
maintained by the organisation.
 Systematic approach to management- From the above mentioned this is similar and
related to the use of right approach in the management. Custom tour limited is having the
lack of effective approach that is not being used by their employees.
 Continual improvement- Improvement bring enhancement in various services and
these activities must be used by the hotel. Custom tour limited as their first identity in
which they are lacking for providing the quality services soon they need for the
improvement and their services at all the level of management.
 Factual approach to decision making- decision are made on the data that is providing
by continuous managing of things for making any decisions it is necessary that
availability of facts are present by which decisions can be made in a wrong way.
Assess the management of service quality in the hotel
It is necessary for all the the hotel properties to have management of their quality services
as they can increase their revenue and profitability only by the retention of their customer and
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giving them a satisfactory services. This is simply because the services are the important
component that are helpful for the business for increasing their brand awareness and able to gain
the competitive is in the large market. Custom tour Ltd. Is the London best hotel with just
providing the excellent services with attractive ambience room and the other sports facilities so
that people can have enjoyment and gradually can spend quality time within the premises only.
But the main consideration is the hotel is not appropriately offering and coordinating with the
better quality services to their respective guest. Guest who usually visiting the hotel does not
make any bad feedback about the services and the food is being offered by the hotel during the in
effective management of their employees and they are not being given any training session of
that and this is the reason that is why the staff members are unable to meet the needs and demand
of their respective guest. The guest are giving feedback about the ineffective services rendered
by the custom tour limited and they are also reviewing on the website of the hotel and the other
online portal by which they can book their room and other services. They are also writing about
the long wait in hours to get there pre booking room and avail the certain facility is offered by
the hotel. Remember is not appropriate late reacting to the gas problem and they are not talking
to the guest in polite manner. As the competition is rapidly increasing day by day and if the hotel
is not providing the services up to Mark and it leads to create certain problem to the growth and
profitability of the hotel.
the staff member is badly impacting with their bad services to their guest as the employee are
motivated and the overall productivity of the management also reduced so there are some
problem which is being faced by the workers that are influencing their oval or working in the
hotel are explained as follows:
 No reward scheme: The organisation is not effectively providing any rewards for
enhancement and encouragement of their workers so this is not a good approach. Remote
system not only that employees but also leads to increased their overall productivity in
the working. It also enhance the ability of their workers and make them influences and
willing to learn new activities that are helpful for the company. In order to enhance the
efficiency of the working employees of the management and they are better rewards by
which they let's to boost the overall performance of their employees and ensure their
satisfaction at the workplace.
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 Majority of Part time employees: In an organisation there are 50% of the employees
who are working part time that means they are that temporary e employees. It is also
necessary for all the employees and the staff to have their job security so that they can be
loyal to watch their work. It is also significant for the organisation to understand that job
security for an individual wait for the better utilisation of their productivity and offer job
satisfaction as well. Part time work game please is not the part of the team so they will
not work with their full capacity and also offer the services according to them this will
affect the overall growth and success of the company so they must sure that they are
having the pool of intelligent and loyal employees. When the staff was not sufficient so
the hotel must fire the appropriate amount of workers who can serve a large pool of their
customers and also meet their needs and demand in order to satisfy them with their better
services.
 High employee turnover: By providing job satisfaction to the employees and by
understanding the needs of the employees the company will be able to retain their
employees and will also be able to attract new talent in the organization which can help
the company in achieving their goals and objectives efficiently and effectively.The rising
in the turnover rate is really bad for the business organisation as it enter the overall
reputation of the company and also so not leads to retain or attract there skilled
employees. Talented workforce help the organisation in reaching to their set objectives
and goals but without the efficient employee of the company cannot able to survive in the
competitive market is also necessary for the organisation to reduce their employment
turnover so that company do not include your high expenses on recruitment and training
of the new staff. If the staff is leaving the organisation without giving any advantage to
the company so this will become the loss for the organisation.
 Bureaucratic management: It is the type of management that is helpful for the
Government companies and not meant for the private Ventures. One of the major
principle of this management style is that organisation have to select and advertise on the
basis of their qualification and do not need on the basis of their overall working. It is vital
for the company to understand that giving promotion on the basis of their qualification
employee will not leads to enhance their productivity as the less qualification holder
thing that they will not get promoted even after doing hard work and qualification holder
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will not perform they are so that they will be going to promoted on the basis of their
educational benefits so in this case company will not able to you have the optimum
utilisation of their workforce in the performance and the productivity of the company.
 Low wages: It will also help the company in creating a loyal customers base which is
essential for the hotel in order to have competitors advantage in the market. As every
organisation is giving the basis that can be e provide safe and secure environment to their
employees and also leads to fulfill the basic needs with the enough amount of their salary
in order to fulfill their desires as well. When the company is fail to give enough pages to
their workers it will leads to create the motivation among them which will leads to affect
the overall productivity and performance of the employees. The organisation must
understand that it is necessary to keep in a visit to the worker by which they can retain
and be loyal to words there came in work so that company can effectively reach to their
desired objectives and goal in an appropriate manner.
 No authority : In order to make their employees more responsible to the given work it is
necessary for the organisation to give the authority to them. By adding athority to the
employees they can build a sense of responsibility to their workers why which take and
feel motivated and value that is leading to increase the job satisfaction of the employees.
The lack of empowerment leads to lose the sense of responsibility among the workers
that result in the poor performance and bad behaviour of the employees.
In relation to custom tour limited. By evaluating and handling the above discussed issue
and making the certain changes in their management process of the company they can easily
attract the the skill food employees and also reward them for their retention which not only in the
working but also the behaviour of the staff in providing satisfaction to their customer and leads
to increase and enhance the reputation of the company in the large market. The most significant
aim of the companies to offer a delightful experience to their customer and that is not possible
without the proper coordination of their staff so human resource is the most important aspect
within the hospitality industry and they cannot survive without them.
Customer feedback system framework
Customer feedback is defined as the review that is been provided by the guest about the
services and the facilities offered by any hotel they have visited. Search reviews in the current
time are provided on the social website of the hotel and some website are in hensing for making
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the booking of the hotel as well. In this way the other people might think for visiting the hotel
must read it and now the times whenever the people used to book their room for the check the
review that are being given by the people who already visited there. In context to custom 2
limited they are required the certain services that are lacking in various ways.
Customer feedback system strategy-
 Ask for customer feedback- as it is clear that without asking no guest will provide the
feedback to the management. So it is important for the company to getting the things that
are mostly like by the guest who have visited their promises and needs to take such
services and effective consideration. Custom tour limited is lacking getting feedback
related to the services which are not liked by the guest so the general survey that can be
used by the custom hotel is-
 Net promoter score (NPS)- It is the scale rate that helps in analysing the rate from 0 to
10 for giving the recommendation to their family and friends for the hotel premises and
their services
 Customer satisfaction (CSAT)- It is the the common and basic survey for getting easy
and quick response from their customers as the information is being provided on the basis
of the satisfaction level of their guest by availing the certain services of the hotel.
 Categorize the data- The category of the services is divided into many parts which
involves- the behaviour of the employees, facilities and many other things. When the
hotel will take the appropriate feedback and review from their customers then and it will
become important to categorise and divide them according to the respond and feedback
received from their customers. In context to custom tour limited all the data it is
important as there are certain things by which the guest are not satisfied and there are
certain issues that are being faced by the guest and management is not able to recognise
them. So division of the data become important.
 Act on the feedback- Getting a feedback and then dividing them to know which is the
highest among all all that is necessary so that needs of the guest can be fulfilled. But not
only this feedback that is provided by the people for brand image and the proper value
added to them play in significant role. Making appropriate change it is necessary for the
custom limited has to be done in their services in which the guest are facing certain issue.
This is for the important to provide better services to the guest so that they can have
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coordination of the employees and staff can give their best in their working and
developing their good behaviour by giving better training to them. It also includes the
better services that are being provided to the individual so they must have their effective
coordination by which the guest don't wait for long standing in the queue.
 Follow up with customers who have shared the feedback- Taking follow up from the
customer means sharing their review on the shoe that are being faced by the guest in the
hotel. It is also necessary which needs to be take in the consideration of new business and
customer feel delighted when they get value as the people is managing their feedback and
reply on the feedback that it will not happen again so that people were checking the
reviews might consider the same from the side of hotel.
Characteristics of customer feedback system-
 Comprehensive- Distinctly means that all the things that are covering in the system so
that the hotel get to know about the important task that are contributing for the growth of
their business. There are some systems that only includes the survey of the customers and
nothing else while some of them includes the social media reviewing monitoring of
feedbacks and other key points. Custom total has developed similar feedback system so
that they can get to know that things for the betterment of the hotel.
 Timely- There is huge competition in the market and the market condition is being
dynamic which are keeping change with the span of time according to the changing
demands of individual. All the information which is being understand on time is very
vital so that manager of the hotel can make the emergency changes as per the issues
arises by their guest. Custom tour hotel timely getting the important that is a very
important so that they can meet the certain needs and capture the review of their
customer.
 Engaging- . It is important to provide the information related to the issues which is being
faced by the customers and the certain services which are liked by the customer as well.
For this the hotel needs to get proper engagement and providing same value to the
customers. Custom tool limited is facing difficulty that the hotel department are not
effectively coordinating that is why they are not able to provide service quality to their
guest.
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 Insights driven- The customer feedback system not able to give the data that has been
collected from the guest but also so a will to provide the insights of the guest that has
been given in the comments of the feedback. Custom tour limited can use this system in
order to accumulate the information.
Importance of customer feedback system-
 Helps in improving the services- It is the system that is being created and developed by
the custom tour Ltd. It is helpful in various ways as this give the the information to the
management of hotel that what are the required changes that are needed to be adopted
and what are the certain things that are not liked by the guest must be removed from their
services. Guest who have come up in the hotel for stay happy is where is difficulty that is
becoming very necessary to take feedback into factor consideration and make the needful
changes.
 Helps in measuring customer satisfaction- When the guest writes or mention the
certain court services related to the place they have visited and given some information
about their satisfaction with the place play and significant role. But bad review to which
is being mentioned in the website or they have given sum wrong aur ineffective services
provided by the hotel then it is strictly shown that customer is not satisfied with the the
given services. Custom tour limited. Need to make some changes that are not liked by the
guest so that the image of the hotel can be maintained.
CONCLUSION
It is concluded from the above report that service quality is the most important factor by which
any business can reach to their higher success and can you there goes down in the market. It is
basically depends upon the satisfaction of the customer as what they are expecting from the
services or the actual services is being offered by the business as they are good or under
expectation. Every hotel try to develop the quality in their services and for that they also make
some changes in the business to retain the quality by which they can increase the overall
profitability and revenue of the hotel. The main main pareshan of every business is to meet the
requirements of their guest and for that they are doing many things as they are involving in
advertisement so that they can increase the goodwill and customer base to their business. When
the business does not take proper consideration for offering better service to their guest it will
leads to go down the overall reputation and contribute in facing huge losses in the market.
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