Customer Service Quality Analysis and Improvement Report - FdA

This report, submitted for an FdA in Hospitality Management, investigates customer service quality. It begins by analyzing the SERVQUAL model, focusing on its dimensions and identifying gaps within a hypothetical hospitality organization, 'abc.' The report then explores the four acid tests of service recovery, detailing how they can be applied to improve customer satisfaction and retention. A customer survey is conducted to gather feedback, and the results are interpreted to provide recommendations for enhancing customer service. These recommendations include leveraging technology, hiring skilled staff, implementing service policies, and setting service standards. The report concludes by emphasizing the importance of meeting customer expectations and continuously improving service quality to ensure customer satisfaction and loyalty. The report highlights the practical application of theoretical models and concepts in a real-world hospitality context.

FdA in Hospitality
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps.................3
Understanding of the four acid tests of service recovery within the hospitality organisation. ...3
Survey with recommendations for better customer service.........................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
It is necessary for organisation operating in hospitality sector to measure customer
service and experience so that they are able to provide high quality services to them. Also,
feedback is taken from them regarding value of service so that gaps are identified and
accordingly changes are made into it. There are many models and concepts through which it is
done. It is highly useful in enhancing quality of service and customer experience. Besides that, it
is important to set standards for service quality.
In this report it will be described about Servqual model to focus on gaps. Besides that, it
will be explained about 4 acid test of service recovery and at last survey is done for better
customer service.
Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps.
In order to enhance service quality there is need to use specific model which allow in
finding out gaps and making improvements in it (Bodkhe and et.al., 2019). However, for abc it is
essential to find out gaps so that on basis of that needs of customers are fulfilled. Furthermore,
there are certain standards set as well of service quality. This enable in comparing quality on
basis of those standards. So, servqual model compare service quality performance\ with customer
quality needs. Basically it helps in finding out gaps of hotel. Hence, it is also known as Gap
model. In this there are 5 components of model which is defined as below :
Tangible- It refer to physical facility, equipment and appearance of personnel, It can also include
attitude of staff members, manuals, Material and companies information system. Abc company
have varieties of tangle asset that required for the Hospitality company for the better customers
experience. Tangible things within the Hotel like equipments, staff attitude and facilities are
basic requirement.
Reliability- This means firm ability to perform service promise in accurate way. It is necessary
for the companies staff members to provide fast services to their customers for their better
experience. This required a consistency in the implementation of the services and respect
commitments as well a keeps promise to their customers.

Responsiveness- It is firm willingness to help customer and offer them service. It is necessary for
the leader's and managers of the abc company to communication with their employees and make
them understand their responsibilities within the organization and how important they are for the
abc company to provide them competitive advantages (Chaiyasain., 2018). changes are made
into service delivery process by which customer satisfaction is gained. So, focus in on gaining of
satisfaction of customers and then providing services to them. Thus, with that it becomes easy to
fulfil needs of customers by providing high quality services.
Assurance – This mean knowledge and courtesy of staff to gain trust and confidence of
customers. Customers relationship helps to built good image of the Hotel within the industry and
guest who are happy with the services provided by the abc company also refer about their hotel
to their friend's, family and relatives.
Empathy – it means caring of individual and paying attention to customers. Staff member of the
abc company should always respond quickly to the customers and listen to their complaint's.
Without giving importance to the customers company cannot gain trust of their guest. Trust can
be gain thorough Paying attention to the customers.
In this there are 4 gaps which is identified that is mentioned as below
Consumer expectation- this is first gap in which management is not having any idea of what
customer expect. The gap may occur due to lack of focus on customers (Gursoy., 2019). Thus, it
requires to emphasis on market analysis in order to find out customer needs.
Service quality specification gap- the gap occur when hotel is not able to meet customer
expectation into service quality.
Service delivery gap – the gap occurs when hotel is not able to guarantee high quality service or
performance. This may be due to many reasons such as lack of staff, ineffective process, etc.
External communication gap - the gap occurs when firm is not able to communicate with
customers in proper way.
The last gap is difference between customer expectation and perception of perceived
quality. Thus, it has been analysed that in abc the service gap is service delivery gap due to
which they are not able to deliver services as per set standards and criteria. Moreover, hotel is
not having skilled and qualified staff as well due to which they are not able to deliver services in

effective way. Along with it, there are some variations as well in service delivery process by
which high quality services are not delivered in effective way. Therefore, it has affected on
overall service delivery of organisation. However, it is essential for them to solve this issue as it
will help in improving delivery process and reducing gap.
Understanding of the four acid tests of service recovery within the hospitality organisation
It is necessary to improve service quality and reduce gap in abc. This is because it will
allow in providing services to them at high quality (Hafiz., and et.al., 2017). Alongside, the use
of acid test enable in finding out ways by which service recovery can be enhanced. Furthermore,
it will be easy to develop strategy accordingly and making changes in it. Moreover, there are
various types of acid test which is applied in service recovery process. But it depends on
business needs that which test is to be applied. Similarly, in abc test applied are specified as
below:
Customer satisfaction- It is a test that is done to measure customer satisfaction. In this certain
criteria is formed of customer satisfaction and it is analysed that how service is to be delivered
and on what basis it will be measured. Hence, changes are made into service delivery process by
which customer satisfaction is gained. So, focus in on gaining of satisfaction of customers and
then providing services to them. Thus, with that it becomes easy to fulfil needs of customers by
providing high quality services.
Customer retention- this is a test that is applied in which service recovery is improved by
retaining of customers. Here, changes are made into delivery process and focus is on retaining of
customers. Besides that,
Process improvement- Here, a test is done to make changes in service delivery process. This is
done to find out variation within process so that it can be improved. Moreover, weak areas are
identified in which changes are made (Kandampully, Zhang and Jaakkola., 2018). Therefore, by
making various changes in process at different points it becomes easy to ensure that services are
delivered in effective way to customers. Furthermore, by improving process the services can be
delivered in effective way with high quality and efficiency. Thus, if overall process is enhanced
than it is easier to improve overall process of delivery service.

Financial performance – It is test in which service delivery is improved through financial
performance. This means by providing more funds it becomes easy to make changes in within
service delivery process. Besides, if required technological tools are installed as well within
service process. Therefore, it enable in reducing cost of service delivery and also bringing
efficiency within process. So, in this emphasis is on improving financial performance of service
by which it becomes easy to reduce gap in abc.
Thus, these all are acid test that is being applied by abc in service recovery. It will allow
in making changes in process of service delivery, gaining of customer satisfaction, etc (Lugosi
and Jameson., 2017). With that it will be easy to retain customers through which changes are
made into it. Apart from it, acid test provide framework on basis of which services are to be
recovered. Furthermore, with that customer satisfaction is gained as well and they are retained.
Survey with recommendations for better customer service
In order to take feedback from customers abc conducted a survey in which they ask 4-5
questions. This was done to make some recommendations into service quality by which changes
are made and quality of service is improved.
Questionnaire
Q1: Your overall experiences about hotel Front Office operations, including Check-in and
Check- out and complaint handling procedures by the Guest Relations officer.
Q2: Your experiences about hotel’s Housekeeping performance.
Q3: Your overall dining experiences in the hotel’s Restaurants.
Q4: What is your experiences about Hotel’s Maintenance department?
Survey metrology
To conduct survey for the hotel, 10 percipients were selected who fill the questionnaire.
4 question's were ask thorough the questionnaire method to get better result.

Interpretation
According to the survey results, Front office experience within the Abc company good,
including their Check in and Check out both. One area where improvement are required is their
guest complaint handling. It is necessary for the Relationship officer to be responded to the
customer's complaint's quickly (Lugosi., 2019). Most of the participant's were happy with the
services, but they were not happy with the guest handling procedure, Guest were facing some
delay in getting delay's in getting respond to their complaint's.
As per the survey result's participants were not that happy with Housekeeping services,
and they feel, it can be improved more. Staff within the Housekeeping department of the ABC
company need training for their improvement and overall speed of delivering services by the
staff are not that effective and impressive.
On the basis of servery, overall dinning experience for the participant's was good and
food presentation and taste was good but again they were not happy with the services. They were
facing delay's in getting their food ready on their table. Staff within the Department need a
proper communication skills and training, so they can improve their services and help to provide
better guest experience. It is necessary for the leaders and managers of the ABC company to look
for skills improvement in their staff within overall department.
According to the survey result's guest were happy with the Management department, but
they feel it can be improved more, and they can put more efforts by implementing new AI
technology within the Hotel (Riordan and et.al., 2020). They should look for the better
equipment's for good experience for the customers within the hotel so ABC can Satisfy the needs
and demand of the customers.
Recommendation
There are several recommendations which abc can take in enhancing their services. So, it is as
below:
The business can use and install high and advance technology in service delivery process. For
example- AI. AR etc. can be included in delivering of services. It will led to providing fast and
effective services to customers. Moreover, overall process speed of service delivery will be
enhanced.
Also, hotel can hire skilled and experienced staff by which they will deliver services to
customers in effective way. They will also be able to communicate with guest in proper way and

determine their needs. Besides that, gaps in service delivery will be pointed out and then
enhanced.
Here, another recommendation is that a policy is formed by hotel in which they will deliver
services to customers in proper way. Hence, it will allow in measuring quality of service and
then making changes into it.
The hotel must set certain criteria and standards on basis of which they will deliver services. It
will be easy for them to follow those criteria so that there is no issue or gap which exists within
service quality level (Shipitsyna, E. and Unemo., 2020). Besides, it will enable in improving
service quality as well on basis of which customer satisfaction is gained and they are retained.
CONCLUSION
From above it is concluded that service quality expectation needs to be fulfilled so that
customer needs are identified. For that there are different types of service quality models
available by which it becomes easy to analyse quality of service. Abc has used servqual model to
find out gaps in service quality. The service gap of hotel is difference between customer
expectation and perception of perceived quality. Besides that, there are 4 acid test that is done
such as customer satisfaction, retention, process improvement and financial performance. By that
it becomes easy to recover service process.

REFERENCES
Books and journals
Bodkhe, U., and et.al., 2019, August. Blohost: Blockchain enabled smart tourism and hospitality
management. In 2019 International Conference on Computer, Information and
Telecommunication Systems (CITS) (pp. 1-5). IEEE.
Chaiyasain, C., 2018. Curriculum Integration through Practical Training in Hotels: A Case Study
Internships at Singapore Hotels in Hospitality Management Students of the Faculty of
Hospitality and Tourism, Prince of Songkla University, Phuket Campus. WMS Journal of
Management.7(2). pp.113-127.
Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for ‘luminaries’
special issue of International Journal of Hospitality Management). International Journal of
Hospitality Management.76. pp.53-60.
Gursoy, D., 2019. Foodborne illnesses: An overview of hospitality operations liability. Journal
of Hospitality.1(1). pp.41-49.
Hafiz, A. M., and et.al., 2017. Clinical or symptomatic leaflet thrombosis following transcatheter
aortic valve replacement: insights from the US FDA MAUDE database. Structural
Heart.1(5-6). pp.256-264.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Lugosi, P. and Jameson, S., 2017. Challenges in hospitality management education: Perspectives
from the United Kingdom. Journal of Hospitality and Tourism Management.3., pp.163-
172.
Lugosi, P., 2019. Deviance, deviant behaviour and hospitality management: Sources, forms and
drivers. Tourism Management, 74, pp.81-98.
Riordan, M., and et.al., 2020. Culinary Scientists Collaborating with City Health Department and
Manufacturers to Improve Public Heath: A Case from Philadelphia’s Sodium Reduction in
Communities Program. Journal of Culinary Science & Technology, 18(6). pp.527-534.
Shipitsyna, E. and Unemo, M., 2020. A profile of the FDA-approved and CE/IVD-marked
Aptima Mycoplasma genitalium assay (Hologic) and key priorities in the management of
M. genitalium infections. Expert Review of Molecular Diagnostics.20(11). pp.1063-1074.
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