Service Quality Evaluation: West India Quay Hotel Case Study Report

This report presents a comprehensive analysis of service quality management, focusing on a case study of the West India Quay Hotel. It begins with an introduction to performance management and its importance, followed by a critical evaluation of the main theories and principles of managing...Read More

Learning Outcomes

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Critical evaluation of the main theories and principles of managing service better quality.
Justify the importance of measuring services quality.............................................................3
2) Critical appraisal of the management of service quality for the given service organisation in
the case study, establishing the impact of its current service delivery practices on the
motivation and engagement of staff.......................................................................................2
3) Produce a Customer Feedback System (CFS) framework that the organisation can utilise to
monitor and continually improve service quality...................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Management performance or Performance management is the process to ensure about set
of activities enhance through better quality as well as outputs is generally positive outcomes
where organisational goals attain effectively manner. The major determine about performance
management helps to manage task for attain specific objective accomplished (Lu, Cai. and
Gursoy, 2019). It is important to having better performance management in organisation as it
provide better plan, monitor and suggest strategies to overcome from challenges and improve
efficiency within productive manner.
In this following report, it is related with case study in which West India Quay Hotel that is
four star service as it has been operated since 2000 AD and situated in o Canary Wharf in East
London, the hotel has 120 modern and stylish e-suite rooms, including standard, executive and
premier. In 2005, they opened a conference and banqueting suite of three event venue spaces
which are suitable for hosting conferences, meetings, weddings and other functions. As further
West India Quay Hotel is facing many issues and feedbacks from customer through TripAdvisor.
The complaints are Lack of service efficiency, good facilities but poor service quality, not having
proper coordination within staffs at the time of food delivering, behaviour and attitude of staff is
not proper enough etc. All these compliant is creating high barrier and generating scarcity of less
interaction with customers (Mariani, Borghi and Kazakov., 2019). For that some steps which
Manager has been opted to instruct employees for their betterment in future. To elaborate
information is main theories of principles that managing service quality, critical appraisal of
management about their services quality which given service organisation also highlight current
service for delivering practise on the practise on motivation and engagement to staff. At last
produce Customer Feedback System framework on which organisation utilise to monitor and
continually improve service quality.
MAIN BODY
1. Critical evaluation of the main theories and principles of managing service better quality.
Justify the importance of measuring services quality.
Service Quality Management encompasses a variety of procedure of assess through assess
the quality towards better service where it generate customer expectation. This gap is
measuring the size about the reality companies are better delivered with provide effective

actionable for better target improvement. There are some major principles of Service
Quality which implement in West India Quay Hotel perspectives:
 Customer focus: The operation is depend about the customer and therefore where it
should understand having better current and further customer need, should meet
customer requirement and strive exceed toward their expectation. In perspective of West
India Quay Hotel, as they are not performing well as well as not focuses on customer
service but staff service quality is not properly improved.
 Leadership: Leaders are on top management in which it established where unity of
purpose and direction about organisation. It should create and maintain the internal
environment where people can become through fully involved in accomplishing towards
organisation objectives (Martín-Rios and Ciobanu., 2019). As in West India Quay Hotel
there is lack of leadership quality where it not properly monitor about towards their staff
performance and there is lack of create to maintain which people become fully involved
in accomplishing the organisation objectives.
 Engagement of people: The people are level which enables to be used toward
organisation benefits to allow organisation to accomplish where common goal including
better quality objectives. This is only appears through employees state of mind when
they feel work stress and not able to communicate with their supervisor (Milliman,
Gatling and Kim, 2018). On that Engagement activities plays an important role to make
relieve stress from employees as well as it helps to accommodate towards people where
it reduce the work depression and stress effectively.
 Process of approach: A derived result to accomplished where it is having more
effectively when activities and related resource are managed through process. The
process approach incorporates the Plan-Do-Check Act (PDCA) cycle and risk based
thinking.
 Improvement: The continual improvement of the organisation in which overall
performance should be permanent in which objectives of the organisation. Through
better undertaking of providing training and development practises for develop the
employees skills and knowledge which identifying opportunities for improvement.
 Evidence based Decision Making: It is effective decision based on some physical
evidence and facts data of information. This is an important to make about effective

decision through manager for effectiveness towards change that create better outcomes
for attain effective competitive advantages.
 Relationship Management: In any organisation and its suppliers are interdependent
and a mutually beneficial relationship enhances to having ability that create value. To
increase the ability for creating value of both parties (Beckford, 2019). Flexibility and
speed of joint responses towards changing market of customer creates need and wants
for generating better expectation. To better optimisation and effective trend of resource.
Importance of Service Quality:
Measuring of service quality relies on customer perception and this could customer is
having perception and this could be different form of expected within gap between
services expected and perceived services, several model are used like the SERVQUAL
Model , there is main e-service quality. To highlight importance of hospitality service
quality management are:
 Reliability: This is ability to better perform about service which is dependable and
effective accurately are promised, in software service, it would be correct technical that
functioning about those application and various feature such as GUI that enhance billing
product information etc.
 Responsiveness: It is how quickly where the services are rendered towards better
customer and promptness for delivering services (Buhalis and Sinarta., 2019). As within
utilisation of software development where it has ability to responded for better
customer problem to enhance proper solution.
 Assurance: It is measure about the ability to convey through having trust within
customer and well they get extend to courtesy (Cheng and et. al., 2018). In this Staffs
and hospitality service is accommodate about their services to provide involves the
amount of confidence the customer has in handling software application or navigating
site, the belief where he has to information about better provided clarity of reputation.
 Empathy: To giving personalised attention with better understanding about the
requirement and caring for the customers. Through the software service would include
customised application for enhancing security privacy and effective understanding
customer preferences.

For the Good customer services there is hospitality services within West India Quay Hotel are:
 Retain Customer: To making retain customer there is need to mapped that loyal
customer is less expensive that getting new ones, Research shows that it cost about fives
times more to attract new customer than in retain existing business. Satisfied customer
becomes which have to devoted towards better customer provider. In perspective of West
India Quay Hotel company are facing new challenges to implication that they are not
satisfied as well as not get optimise service quality, through this situation customer are
not getting proper service quality satisfaction to improving that company need to provide
effective customer services with 60% and 70% like hood to make new purchase (Daft ,
2020). Along with West India Quay Hotel need to focus on staff’s service efficiency
training and development in which they can provide optimum service quality.
 Create Endorsement: To create endorsement to sponsor for generating effective quality
of hospitality services in which West India Quay Hotel are lacking on their services very
drastically. Customer feedback and other optional work in hotel were not creating
positive way of outcomes within effective manner. Apart from it endorsement is play an
vital role in promotion as it help to promote financial and other supporting roles which
enhance positive way of outcomes.
 Increase the revenue: If the quality of management improves kit automatic increase the
quality of higher productivity within organisation in which higher service quality can be
termed as food supplies, behaviour of staff and other member volunteer to gain higher
productivity within organisation (Farrington, Antony and O’Gorman., 2018). Some of the
tools of Quality management in service industry like West India Quay Hotel, it ensure the
high quality of customer loyalty better business, increased cash flow, satisfied employees
where healthy workplace on which management processes make better organisation place
to work. To remove unnecessary processes which is merely waste employer’s time and
better contribute which much organisation that enables to deliver work within less time
accordingly.
 Customer service tips: It is important to having better customer service employees
translate where it is general guidance into better specialise within suitable industry (Ford
and Sturman., 2018). In this to greet customer at the time of their entrance and provide
rapid help at time they ask for. For According customer on sales floor even in which

middle range of stocking shelves. To mapping customer perception in which they are
finding to not help them effectively.
 Offer special services : At the time arrival of customers to make them provide special
services like greeting, card, flowers, complementary drinks and snacks or others. These type
of special service offer to customer can raise their expectation as well as loyalty towards
hospitality services
Evaluation:
The above main principles and importance towards manging service quality which need
to measure on the basis of services driven. In perspective West India Quay Hotel perspective as
they are facing staff’s lack of productivity and services are not provided in proper manner as well
as it creates high rate of disappointments that enhance negative outcomes. Manager and leader of
West India Quay Hotel are tries to implement some service benchmark but due to some lack in
performance they are not able to coordinate themselves (Ganski and et. al., 2020). Thus, some of
the practises and importance service quality managing can help out to their productivity as well
as it can generates better positive outcomes on the basis performance and services can generate
positive outcomes.
2) Critical appraisal of the management of service quality for the given service organisation in
the case study, establishing the impact of its current service delivery practices on the
motivation and engagement of staff.
It is imperative that enhance to facilitate excellent service towards customer. Within wealth
of competition companies such as hospitality venture they usually compete with their
competitors as per service accordingly along with better customer services which will lose to
making continually delighting towards provide high quality of service. Moreover, even
companies that understand to need provide exemplary experiences towards hard time for
effective measuring quality in services (Hatch , 2018). This can be challenging to effective assess
even some of researcher have enough struggled with issues to measure service quality and
understand that create impact on customers. Service quality is one of most important competitive
factor in today’s business landscape. Defining excellent service is not one to way street as it
depends on how customer experiences the services quality is not sufficiency high, the senior
service provider is likely to disappointment it customer regardless towards their expectation. For
West India Quay Hotel there is mapping of service quality which need to measure to

understanding the deliverables as in excellence manner. In this Service climate plays an
important key excellent service quality. It mainly captures even what employees through which
experiences terms organisation practises regarding service delivery (Hayes,, 2018), It also
influences employee motivation regarding service behaviour. It depends on employees work
experience through which excellent service quality on the inside where they are more likely to be
motivated within deliver effective quality on outside basis within organisation. As in order to
having great services climate and deliver excellent service quality, these three key components
needs to be place.
Service Strategy:
With this strategy the service is can provide only basis of service parameter, it helps to
build service which contain effective value chain ad design within internal service quality
platform. The stronger each of these elements are better and more reboots within service strategy
will be provide various studies which has been proven that an effective service is only depend
upon training and development provide from the manager and leader where it help to build solid
service through effective value chain concept to greatly affect to customer. In this further
manager ensures that service quality to communicate within strategic imperative through which
employees are likely to reflect their orientation towards service effective excellence. Training
and development which is require to provide employees of West India Quay Hotel, as they are
lacking in their performance and customer are not properly satisfied through their services
(Janssen and et. al., 2018). Food and beverages, Housekeeping, Maintenance department these
are the major working department of Hospitality industry in which staffs are having more
responsibility to provide customer proper service quality to raise their expectation as well as
fulfil their demand properly.
Service performance: Research highlights is enhance training, empowerment and certain
reward to offers which is consisting about some significant factor that determine about the level
of performance and it turns which leads to delivery about better service strategy and excellent
service quality. Providing reward is majorly provide some sort of sense of accomplishment with
better service and performance also increase job satisfaction within better manner. some of the
major practise which need to concerned towards need to follows through West India Quay Hotel
are:

 Training: The training service through employees which has been identified as the most
important factor which behind for higher service quality. In hospitality training is plays
an important role because it improves effective skills set and knowledge power within
systematic way. There is role of manager who set with employee training hours and
having degree of service quality (Johnston and Marshall , 2019). To make it success
about the employer which determine on more than the basic with between employee
training for better employment within hours and degree of service quality within
professional process. To attaining success the employer, need to focus on their self-
competencies (Sarmah, Kamboj and Kandampully., 2018). This is main basis service
where it rather than training of service management and other soft skills such as social
skills within better attitude and language abilities. It will enhance and that means to
provide employees with enough autonomy to allows them to handle unforeseen situation
and challenges and let them be more self sufficient in their work.
 Empowerment: It means providing employees with enough autonomy to allows them to
handle predictable situation and challenges and let them be more self sufficient within
their work. As empowerment works on major dimension are:
Meaning: The extend to which the employees experiences a task a personally
meaningful.
Competence: This is most extend to which the individual feels confident and
they need to believe themselves for effective implement into work to gain positive
outcomes.
The impact of its current practises that deliver through customer servuces at the time of
delivering of staff:
The high quality of customer service practises which can provide business within strategic edge
over the competition. Through motivated employees who majorly under in which business
implies strategic practises to attain better competitive advantages (Jung and Yoon,, 2018). To
motivated employees who better understand their jobs feel high degree of professional
satisfaction are more likely to provide high services level than those who are unmotivated and
indifferent about their jobs. There are some of customer service which impact at delivering staff:
 Job Knowledge: In employees who majorly understand the expectation of their staff
which it raise and motivated through better jobs function perform function enhance

overall positive impact on customer. These staffers are typically knowledgeable about the
company’s or hospitality service related product and service. As in perspective of West
India Quay Hotel their staff are not satisfied within their jobs as they are lacking in
performance as well as less training and development creates high source less
productivity skills (Rose, Spinks and Canhoto., 2019). Employees who are motivated to
be an effective company for representatives where they consume time for mapping that
customer must attain positive satisfaction as well as solving problem.
 Creative content: it is essential that the content which is regulated and offer to overall
audience as per the implementation of source is more creative. In situation of red
carnation hotel their team must make sure that whatever the advertisement log and
messages they are posting or offering it must have quality of content which the
Expectations of audience effectively. The advanced services will be transferred to all the
audience at that is association of each activity on which they perform within hotels
 Customer Service satisfaction: Within more manpower know about how their company
operates and which type of product and service facilitates to customer that raise their
expectation. If the staff is fully motivated that means they definitely perform their job in
accurate manner. But in case of West India Quay Hotel, customer are generating
feedbacks and suggestion for them through Trip-advisor as well as in social media
platform as the staff of West India Quay Hotel are not coordinate in proper manner,
service are not quality enough (Kabadayi and et. al., 2019). Perhaps, all facilities are
provided to them but it is not enough to serving in accurate manner. Manager and leader
need to have make decision that staff need effective training and development program
which improves their skills as well as discuss about their issues in workplace that would
help to trace and develop better manner. As in other way, staff with marginal knowledge
of customer service technique which is not likely to being motivated provide beyond
basic level.
 Sense of Appreciation: As the employees are more motivated to accomplish their jobs
and well provide within high type of services level when it appreciated through their
employees. Companies that it recognise and rewards saes for their efforts are likely to
cultivated loyal employees who are motivated for help company to gain success (Peters,,
Kallmuenzer and Buhalis., 2019). Staffer who feel invested in the company through

bonus through profit sharing initiative or better recognising program to consistently
provide level of customer satisfied. Hospitality business is utilizing various sorts of
marketing channels to impact and draw in their clients. This kind of business is offering
different types of assistance that improve insight of clients. For association to draw in
their clients, it is essential to utilize advertising channels successfully.
 Long term customer relationship: For any business it is necessary to maintain the long-
term relationship with customer as they are the more asset to generate the business
profitability. To the effective public relation it helps the organisation to setting apart from
all the competitors. In hospitality situation customer relationship place an vital role in
which services are totally dependent on customer experiences and their satisfaction level.
In perspective hotels they used to maintain long-term public relation with their customer
as because to make them loyal and retain them. The hotel have to share different stories
on websites and other social media platform where they post blogs end positive
comments feedbacks of customer that and title to generate their goodwill in hospitality
business. To posting this type of comments and blocks encourage other customer to
experience the services and also it generates more and more audience towards the hotel
services effectively.
 Ongoing Feedback: To providing constant feedback and constructive performance
where critique can motivated employees towards excel within providing service level.
This can be accomplished towards better high service level (Ozturkoglu, Sari and Saygili,
2019). This can be achieved through better conducting regular performance evaluation
with better customer service. The Feedback plays an vital role in every business as it
shows the actual stand about current company and staff’s performance. Employees who
are empowered to act within behalf of company that making customer service often get
motivated to work with customer to create positive outcomes that reflects positively on
organisation.
 Creating Interest: This is also an effective objective of the business to increasing
awareness among the customers and developing interest towards buying the products and
services from the particular business. It is the most essential thing for hospitality
marketing communication to develop interest among individual mind-set. So, through

this the hotel implement the concept of doing advertising via that they post pictures on
social media sites, creative content and many more.
 Providing data: It helps clients in their buys cycle as it gives advantage and trait about
item to them which accelerate their buying choice. This data helps venture in settling on
decision between choices accessible for clients. Giving data about advantage of item and
administration of organization helps them in separating in term of their rivals.
3) Produce a Customer Feedback System (CFS) framework that the organisation can utilise to
monitor and continually improve service quality.
The customer feedback system in which these days is usually takes to informed provided by
the customer about their experiences with a product and services. This is having purpose to
reveal that their level of satisfaction generates to help product and services within effective
customer satisfaction where the room for improvement. In perspective of customer feedback
system that allows business to gain better understanding for their customer and clients
Needless to say, a client feedback system is designed to help sometimes encourage
(Kandampully, Zhang and Jaakkola., 2018). The customer to share with their thoughts and
opinion about their particular company product or services.
 As per the case study of West India Quay Hotel, in which their staff and team
member are facing barriers in regarding of customer dissatisfaction as clients are not
satisfied even staffs are getting fail to provide them better services. Customer are
providing feedback through Trip Advisor and social media sites to prevails more
negative result obtain such as unproductive performance, lack of coordination and
many more.
 The use of Feedback can help to identify unhappy or dissatisfy customers as many
feedback has been generated or designed to identify unhappy customer based on past
scores and other similar data. The system then it uses towards this information to
initiate product and service which assort to measure protocols that resolve customer
problem or complaints in order to prevent them either leaving or closing their
account. Or leaving negative feedback.
 The feedback which provide by client or customer it helps to measure about
information in perspective to know lack in performance. As the benefits towards
customer feedback system that they can help to interpret and detailed analyse about

customer feedback, because these system are similar to many survey tools. It this
means where the system can collect where all of its raw data and it turn out analyse
what are demerits through which employees are underperforming in current
situation. If feedback is generally reflect negative side but where the self experience
is flashing towards performance that makes to predict through manager that it is went
down or raising (Keshavarz and Jamshidi, 2018). Because these system are similar to
many survey tools. As it means that system can collected raw data which turn into
graphs, tables and all other kind of useful tools.
 Feedback system helps to automated to make data collected and analysis easier
manner. As many client or customer are provide to West India Quay Hotel, where it
making data gathering both easy an convenient where their team get to know about
their current performance on which customer generate feedback on autopilot (Myo,
Khalifa and Aye., 2019). As West India Quay Hotel implies their feedback software
through social media and Trip advisor sources on which customer can express and
share their experience into it for gathering towards compile data. This is flexible
towards for manage to mapping feedback and understanding about to getting out
negative and positive outcomes for systematic arrangement outcomes analyse.
 Feedback helps to reach out about clients as it gathering customer data a customer
feedback system may also be used tools for customer outreach. Feedback boxes and
survey, for example, there is allows clients and customer to share where their
thoughts and opinion about company’s service, and this can be considered as one of
best examples (Moon, 2019). As customer feedback not only allows to business to
better understand their clients as they are useful to research and customer
engagement in which client purchase (Murphy., Gretzel and Pesonen., 2019). At the
time of purchase one there is one of devices which is not buying these survey tools
and also buying a survey also buying versatile system that can optimise the
effectiveness about company marketing strategy.

CONCLUSION
It is concluded the above report, services quality in any organisation play an important
role in each out the potential people to full their needs and retain them for longer period of time.
It assists a company to frame and create the product which consumer actually needs and desires.
Above report is based on a hostel industry and there are various things are explained which are
essential part of hospitality sector. There are various suitable theories and principles which are
helps to hotel business in managing the quality of services so that company can provide good
quality and full fill their expectation for better customer satisfaction. For better quality of service,
company need to focus on training of workforce, resources and some other essentials. There are
some important elements of service quality such as service strategies, performance of services
and outcomes of customers. All these are part of service quality management, through this
company can analyse the actual service quality. Customer satisfaction and dissatisfaction is the
direct reaction from appraisal of the service quality attributes. The main purpose of the above
report is to explain as well test for the communication in consumer’s appraisal of Service Quality
attributes. A theoretical structure was developed for recognize the kind of communication
between the Service Quality. Interactions between the Service Quality attributes were the
empirically tested utilizing consumer satisfaction as result criterion. As a compared to the linear
concepts, the utilization of communication concept is increased in their descriptive power on the
consumer satisfaction. Communication between Service Quality attributes are generated the
additive, synergistic and compensatory impact on the customer satisfaction. The outcomes
involve that user’s satisfaction imitative from appraisal of Service Quality attributes are
moderated by apparent performance of another attributes. To optimise consumer satisfaction,
communication impact should be measured in management of the service features. Customer
feedback system is most important part of business and mostly for hotel industry to get
feedbacks and provide better facilities to them for better satisfaction. Customer Feedback System
is allows to the Businesses for understand their customer, clients in better manner, a
client feedback system is framed to support customers to share their ideas as well as opinions
about the hotel, services, food and other facilities. This system helps to company to achieve goals
and objectives in better manner. Through this company can advance their services to provide
improved service quality to people. Listening to the consumer feedback makes them feel
involved as well as important. Nothing shows their users that customers are main better than the

asking for people’s opinion or acting accordingly. By asking to customers to give feedback about
the business and make them a believe that customers opinion or feedback is truly valued for hotel
industry. In current scenario there are various tools and techniques are used in customer feedback
system such as digital platforms, hotel’s official websites, social media and many more. By using
these channels customer can feedback through their smart mobiles and company also get
feedbacks on their systems.

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