Service Quality Management and Customer Feedback System for CW Hotel

This report analyzes service quality within the context of CW Hotel, a 3-star establishment. It begins by defining the objectives of service quality management and its importance in the hospitality industry. The report explores dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy, and introduces the SERVQUAL model as a tool for measuring service quality. It examines the role of customers as key assets, including customer loyalty and advocacy, and discusses customer satisfaction. The report also delves into service failures, classifying them and identifying factors impacting service quality, such as employees, technology, competition, and the environment. It provides a detailed analysis of a case study, evaluating the impact of refurbishment on the hotel and proposes a customer feedback system framework to monitor and continually improve service quality. Finally, the report concludes with recommendations for enhancing service delivery and customer satisfaction at CW Hotel.

Quality Services

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
1.0 INTRODUCTION............................................................................................................3
1.1 Objectives of the assignment............................................................................................3
Chapter 2 Quality Management.......................................................................................................4
2.0 What is the purpose of Quality management...................................................................4
2.1 Dimensions of services quality.........................................................................................4
Chapter 3: Case study .....................................................................................................................8
3.1 Effect of the refurbishment on CW hotel.........................................................................9
Chapter:4........................................................................................................................................10
Produce a Customer Feedback System framework that, organisation can utilise to monitor and
continually improve service quality.....................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
Appendix: ......................................................................................................................................18

CHAPTER 1: INTRODUCTION
1.0 INTRODUCTION
The purpose of this assessment is to assist support to the concept of service quality and
gather the importance of to quality management in organisation. Service industry has been
recognised as one major industry which plays necessary role in development of higher profit and
development of the industry. This industry considers wide level of business operation which
highly comprises of fulfilling customer wants or satisfaction at an optimised stage of working. In
addition to this, quality is very necessary in service sector to raise suitable results along with
increased profitability or level of operation in given period of time. As sustaining quality in
service is very necessary to establishes service composition of the hotel sector at a higher and
optimised level (Liat and et. al., 2014).
In the current era, service industry is attracting customer's at a higher zone to built
product suitability or service level at a greater period of time. This report will be carry on CW
hotel, which is a 3 star hotel, deals in hotel service or its higher distribution to the customer's. In
their premises, they are highly aimed for providing service related to customer such as room
service, food & breakfast and other entertainment facilities.
Apart from this, report will be carried on importance of managing and also measuring
level of service quality using service quality management methods at a higher peak point. Lastly,
report will also cover establishment of current service/delivery practices along with customer
feedback system framework, so as to improve service quality.
1.1 Objectives of the assignment
The purpose of this study is put focus on several major objectives of service quality at the
larger context of the business are as follows:
 Justification of an importance of managing and measuring service quality and also do
recommendation of an appropriate services quality management method,
 Reading the case study, you can establishes their current service delivery practices. Also,
this report will also assess the impact this will have to be focused front line employee's,
their engagement and also the discussion on managerial implication,
 Also, the major objectives is to customer feedback system framework that organisation
can be utilises to monitor and also continuous improve the services at the potential level.

History of Service and Quality Management
1920’s
Quality Management concept has been developed from last century from the first steps
towards the approach which was starting in the 1920 and this was said by many authors that
quality management deals with increasing business productivity and establishing the scope
which would helps the business entity to accomplishes desired goals or target into the time
period.
Elton Mayo, a well known management guru was develops Hawthorne experiment which
has been observed from 1927 to 1932 at to the location of the Western Electric Hawthorne
Works in Cicero, Illinois (a suburb of Chicago). The experiment has become part of the history
and also this has been resulted into an effective regulation of the industrial and also focus on
quality kind of the management into the industry.
1965
Will Stewart is currently well known author and entrepreneur whose from starting of an
industry such as auto-mobile industry has tried to focus on quality establishments and
maintenance for a longer time. During that time, quality was not evolved into industry, but still
this have scope to grow at the length.
Chapter 2 Quality Management
2.0 What is the purpose of Quality management
Quality management is defined as managing the quality of the defined services or product
that will be provided to the customer in context of the hospitality business such as CW hotel.
The purpose of the quality management is to make ensures that service output, benefits & also
processes be delivered to the customer in an effective manner. Quality management is most
necessary tool which is used to enhances productivity as well as goal orientation of the business.
2.1 Dimensions of services quality
Tangibles: Appearance of physical facilities, equipment, personnel, and communication
material
Reliability: Ability to perform the promised service dependably and accurately.

Responsiveness: In this dimension, willingness to help customers and provide prompt
service.
Assurance: Knowledge and courtesy of employees and their ability to convey trust and
confidence.
Empathy: In this dimension, caring and individualized attention a business firm is mainly
provides its customers
Customer satisfaction: In this CW hotel, quality management is the responsible of
optimum level of the people satisfaction and led to ordering of the services at the potential time
stage. CW hotel has to be think on matter of the dimension of the quality of the room services,
hospitality services and people management at a greater side of the business at the major side.
Benefits: Service quality assurance is one of the major dimension of quality management
which help to ensure about what level of the services is provided to the customer and also at
what cost. This would help to manages customer interest at one point of time and also
recommend several productive changes to ensures about quality of the product at most potential
side.
2.2 Measurement of the service quality
Several measurement of the service quality have been developed into the tourism and
also hospitality business. This is the used to check viability and reliability of the services which
is going to offered in the hotel. If quality of the service will not be appropriate, this would simply
leads to customer attrition and outflow of them from CW hotel. Measurement of the quality
service can be gather by several techniques such as checking the reliability, assurance, tangibility
etc. For this SERVQUAL model will be used for measuring service quality. Major explanation
of the tool are as follows:
Reliability: This is about an ability to deliver the defined promised service in consistent
and also accurate manner.
Assurance: This reveal about knowledge level and politeness of an employee's and at
which extends, firm may create trust and confidences.
Tangibility: This shows about tangibility such as building, manpower, equipment and
also other employee's.
Empathy: This shows to what extends employee's care and also used to give attention to
an individuals wants and attention.

Responsive: How an individual is willing and also able to offers a full-fledged and
speedy services.
Important asset of the hotel business: In the hospitality firm, major asset of the firm is its
customer and also its related aspects at to the major point of time. Customer is considered as
asset of the firm, because with help of which business can be used to earn its business
profitability and accomplishes the strategic position of the business into the market place. Some
useful asset are as follows:
Customer: Those people who used to pay for experiences for services made for them and
on which eligibility of the customer to be gather to accomplishes business objectives. They are
considered as strategic asset of the CW hotel and also which can be considers vision and mission
for business firm to accomplishes profit based goals.
Customer loyalty: This is a result of consistently positive and emotional experiences,
physical attributes satisfaction and also perceived value of an experiences which is helpful for
the products or services.
Customer advocacy for competitive advantage: Customer advocacy is a specialised
mode of the customer's kind of service upon which business used to be focused on which it is
deemed to be fruitful and also best for its customer. It is one of the major change for company'
culture which is supported by a customer focused services and one of the value marketing
techniques. Th role of the customer's advocacy is to manages an internal and external customer's
along with assist in necessary service support to the CW hotel.
Customer satisfaction: This is known as necessary level on which customer is agreed for
what he has gather and also how much person is satisfied with he got out of the price paid for
availing. In CW hotel, customer satisfaction is one necessary ways with help of which customer
need satisfaction could be generates.
Quality Function deployment House of Quality
TEARR Relative
importan
ce
Trainin
g
Attitude Capacity Informatio
n
Equipme
nt
CUSTOMER EXPECTATIONS
RELIABILITY 8 9 7 8 6 6

RESPONSIVNESS 5 4 8 9 7 4
ASSURANCE 8 6 8 9 8 6
EMPATCHY 5 7 8 7 8 7
TANGIBLES 3 3 6 5 9 6
COMPARISM
WITH VOLVO
DEALER
Positive Positive Negative Negative Positive Negative
WEIGHTED SCORE 127 82 63 102 65
Improvement difficulty range 4 5 1 3 2
Classification of service failures:
Service failures are some of the serious issues which comes out of the non response of the
elements of the services in respect of any critical situation or circumstances with would results
into the non-response of the service at the potential side of the business. Th types of the service
failures are as follows:
Core services failures: This comes out of the slow services or might be services was not
available at the moment. This is mainly causes as reason of the non availability of the resources,
manpower is not accurate or business have less ability to incur into the service fulfilment.
Responses to implicit/explicit request: This kind of the failures arrives, if firm is failed to
fulfil any special needs of the customer such as food or beverages, corporate meeting as well as
parties or seminar into the hotel at the larger segment. Also, such kind of error comes out, when
even customer failed to ask or avails any service which they are eligible to ask or get services in
given time period.
Unprompted/Unsolicited employee actions: This kind of the failures comes from lack of
attention by the people in this CW hotel. If lack of attention would be occurred, this would not be
suitable for firm to work out on their services failures at to the potential level of the services.
Unusual action such as hiring of the unskilled employee's, people was would cause complete
failures of the hospitality services at the potential level.
Problematic consumer behaviour: This is a kind of service failures causes as reason of
improper behaviour of the customer's such as by drunkenness, kind of moral or physical abuse
by the consumer's at the given point of time. This kind of the failures causes when any person
used to broken up business policies or laws and also non responsive of customer belongs to the
CW hotel.

Factors that affect the quality of service in the hotel industry:
Employees: This is the first and foremost factor of service quality, in which employees
are used to be selected for major role to apply the strategy in order to brings kind of effectiveness
into the services of the firm at a potential side.
Machines: CW hotel is need to be invest in modern IT and technology such as mobile
apps, Wi-Fi, digital payments etc. which the help of which consistency can be gather in attracting
customer attention or interest to generates more business leads or targets.
Competition: In the present era, hotel business would satisfy their customer along with
competition advantage but an effective quality of service and the determination to always be step
ahead of competition through continuous improvement on the quality of services provided.
Environment: This involves internal and external environment of the canary Wharf
which plays necessary role in making the business environment to be worked with right
strategies in given point of time. In internal environment includes room structures, decorum of
the hotel as well as behaviour & nature of the people at the longer side of business.
Management: This is comprises of managerial divide in the CW hotel which is classified
into the top, middle and lower management with help of which businesses would gather business
objectives or goals in the given time period as well as about quality of the services to achieve
business goals in given time period.
Level of employee training: This tells about how long customer services be
accomplished and what are major contribution of an employee to that service context.
Management of the CW hotel is majorly focused on training & development of the skills of their
people, so that quality services would be gather and entertain in this firm.
Price: Price to a certain degree determines the quality of service expected and also the
quality of service provided but the hotel. A customer paying for a 5 star service will be expecting
an extra ordinary and delightful experience as the higher the price, the better the quality expected
and the quality received.
Chapter 3: Case study
CW hotel: This is a 3 star hotel and has opened and operating in the Canary Wharf located in the
East London city. Also, this hotel is located 10 minutes walks 10 minutes walks from the heron
Quays Dockland railway station and its the has almost 100 modern and stylish en-suite room
including standard, executive and premier. In 2012, they have opened a conference and

banqueting suite of three venue spaces which are suitable for meeting, seminar, meeting,
wedding and other function. Along with this, hotel also offers services such as gym, spa and also
swimming pool. In food and dining services, hotel also offers area to do breakfast and lunch
which is used to be served at the Brassiere and Norman bar. This hotel is capable of attracting
both business and leisure guests and for this they have done refurnished.
Situation: Hotel manager of the CW hotel has realised that some bad review has been
posted by previous customer in response to the services availed and also realised that business is
loosing its potential to accomplishes business objectives in given time period. Due to the
refurbishment, Canary wharf have an expectancy to gather its own customers, but because of
this, business may loose its potential customers and profitability would be fallen down.
3.1 Effect of the refurbishment on CW hotel
The facilities of the productive refurbishment has been resulted into rise in financial
reward with a 200% increase in room reservation and events hall bookings. This kind of
increment is expecting to gather boosting to the business performances along with rising to the
people viability. With help of this, business of the Canary hotel will be raised and also
accomplishes with the increased suitability of the business operations.
Following behind this boom in revenue and positive image is the negative side of the coin
which really could have been avoided but because of the fact that the management policy
markets are either to carried away with the success or are just too naïve to that the most
important aspect of all the updating and re-development is the customer and how satisfied these
customers are with the value for money spent whilst in the hotel as quests and their satisfaction is
based on quality of service received.
Customer complaint – Negative
 Poor staff and services.
 One hour for check-in
Management response: On this management of CW hotel has decided to refund 60 percent of the
money as a token for apology and also attracting them to avails the services.
Effect on the CW hotel:
 Loss of the revenues, income and profits which are indulged in making adaptation into
the services at the larger segment.
 Loss of the strategic position of the business on the larger context,

 Loss of the business position due to flux in business regulation.
The front desk was so busy to book a table at the restaurant, so we had to take a taxi into
the city center.
Problem with busy front desk:
 Improper staff,
 Lack of adequate contingency planning.
Effect on customer
 Dissatisfaction,
 Paid for city center as because of non-availability of the services,
 Unplanned journey time
Effect on CW hotel
 Probably loss of future custom from a dissatisfied customer
 Loss of money and profit from lack of restaurant patronage
 Loss of advocacy from a dissatisfied customer
Chapter:4
Produce a Customer Feedback System framework that, organisation can utilise to monitor and
continually improve service quality
Customer Feedback System (CFS) is prepared in the Hotel because the chat is helpful in
analysing the accurate rating of the product. It shows a clear picture regarding the satisfaction
and dis-satisfaction for the product or the services. This is very beneficial to the organization as
it shows the real face of the product as well as give a chance to improve the service or the
product (Rubin-Andrada, 2012). The comments and complaints are important to the business as
it is the best resource improving and addressing the emerging needs and wants of the customers.
Now a days many feedback blogs and sites are there which offers helps the business associates to
clearly understand the reaction of the customers about the product or services. There is feedback
management services like www.surveymonkey.com which offers surveys forms to the client not
only to take feedbacks but also to get proper suggestions and recommendations about the product
and services. Here, are certain steps through which firm can design the customer feedback
system framework which are explained as follows:

Collecting user feedback: Many times it has been seen that customers are least bothered
about filling the feedback form satisfied or unsatisfied with the services. So, it very necessary to
figure out the users for feedback. CW Hotel can use intercom tool to collect feedbacks from the
customers. It's the hub which allocates all emails, questions, customers conversations and
support tickets which shows clear image to the business about the services offered to them.
Whereas, with a tagging system it classifies Intercom conversations based on feedbacks,
requests, bugs etc. (Wu and et. al., 2012). and the team track and clarify all the incoming
feedbacks in a neat and organized manner. By which the problems faced by the visitors in the
front desk would have been solved as well as well as decentralization of powers and
responsibilities should have been done to retain customers.
Another way to collect feedbacks is through old fashioned way (i.e. phone calls and in-
person), it is a best way to collect feedbacks from the customers. It helps the firm to build strong
relations which indirectly helps to get real feedback from them. To take feedback, face to face
interaction proves to be effective as all quarries can be sort out. It is easy to dig and ask why and
what questions regarding the services loop holes. Whereas taking feedbacks on emails or on
forms sound inaccurate as customers and are limited. By doing so, firm would have came across
the issues that lack of staff made the visitors leave by place by taxi.
Additionally, taking feedbacks from churned customers is very useful as this customers
taste or usage the services or the product for trail basis. It aware the firm to build better services
and prevent this from happening again in the market. Also, proactive users helps the business to
get feedbacks while studying usage data (Molina-Azorín and et. al., 2015). It guide the firm to be
more proactive instead of reactionary. But customer’s feedback system is carried in very small
and big organization to improve services in the industry on continuous basis. This indirectly
leads to raise quality of services which will be a cherry on ice-cream.

(Sources: Lorie Gill, 2017)
Funnelling feedback to the product team: Feedback is important, if the firm works on
the feedback of the customers to improve the quality, quantity, prices, taste, colour etc. so as to
meet the customers’ needs in the market. Firm CW hotel if uses the few steps of processes so,
that feedback can be reached out to the product team for improvement. The steps are explained
as follows:
 Ping me on slack: Slack is the best way to share feedback to the company as a hole for
improvement. So, that customers can be attracted and profits can be maximised at a large
scale (Cheng, 2013). Through this channel customer system ask questions to service team
or product team about the product or services so that confusion and unclear doubts can be
I
llustration 1: Customers feedback System