Analysis of Hilton Hotel's Service Provision and Consumer Preferences

This report provides a comprehensive analysis of guest service and quality management within the context of the Hilton Hotel. It begins by defining key terms related to guest services and critically analyzing service provision and quality management practices. The report then delves into how the hotel adapts to changing consumer preferences, including the use of technology, food quality standards, and feedback mechanisms. Furthermore, it evaluates the impacts of these changing consumer preferences on guest service management, discussing both positive and negative consequences. The study highlights the importance of skilled workforce, accommodation and premises, and the five-gap model in evaluating service quality. The report concludes with a summary of the key findings, emphasizing the role of customer satisfaction and continuous improvement in the hotel industry.

Assessment

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN-BODY..................................................................................................................................1
Identification of hotel service provision and quality management.............................................1
How hotel adapts to changing consumer preferences.................................................................3
Impacts of changing consumers preferences on guest service management..............................5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Customer guest satisfaction is the foremost liability within the service sector. Modern
travellers are now expect more from the service providers. Also, they have huge knowledge of
internet through which they easily reach out anywhere. Present study will be base on Hotel &
Guest satisfaction in the context of Hilton Hotel. Further in this report will explains about the
key terms consists with Guest services and also critically analysis about the provision and
quality management. Also, report will further evaluate how the hotel adapts to changing
consumer preference. Also it evaluates the changing consumer preferences impacts guest service
management which better explores the service industry.
MAIN-BODY
Identification of hotel service provision and quality management.
Service Provisions
Service Provisions are the term which has been used in wide range of activities which
also includes the provision of assistive devices, rehabilitation services (Bouranta, Psomas and
Pantouvakis, 2017). In other words, service management is the most manageable term to take the
business process more further to ensure total satisfaction to the customer on all levels. Hotel
amenities are are the major showcase for the hotels which has to be maintained in a proper way.
It explores the high identification and major able target to get out into the touch in more better
performance. Hilton hotel responsible for lodging, food and drink services which might also
create the best style management to deal with high logging services. The hospitality industry is
an industry that depends on the availability of leisure time and disposable income. Also, it helps
to better define the building relationship and goals.
Service Quality management
Quality management can easily differ the one organization with other one if company
carries out with productive business environment so it definitely get the good attention with the
customers (Jasinskas and et.al., 2016). Quality management is critically important for the
service sector to retained the customer satisfaction and sales growth. Quality measurement
widely described in the hospitality sector which motivate form a good results and growth.
Creating value for the guest or lead to retain the guest successfully. Hilton should acquire the
quality components which present in the service sector such as consider the guest being served,
determine what the guests desire, develop procedures to deliver what guests want, train and
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empower staff, implement revised system, evaluate and modify service delivery system. All such
measures are the quality components which plays a most essential role within the organization
(Lee and et.al., 2016). In order to evaluate quality manageable there are given some models to
critically evaluate the following topics.
The Five Gap Model of Service Measurement
Gap 1: Customer Expectations V. c. Management Perception
This is the first gap which has been found in between customer expectation and
management perceptions. This gap arise when company fails to fulfil the expectations or needs
of the customers. There are some factors which arise the knowledge gap which should be
reduced by the organization (Luo and Qu, 2016). Such as Market research analysis. In this task
Hilton should conduct a market research in order to get the information of customer needs and
wants. Another way to fill this gap is arise the channel of communication with the customers.
This method or way will more helpful to create trust among buyers.
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Illustration 1: The Five Gap Model
(Source : Quality Management In Hospitality, 2019)

Gap 2: Management Perception vs. Quality Specifications
Gap between management perception and service quality specification is the another
difference creating in the formulation of the business task. In this gap where the perception of
company and customers are match but service provider fails to set the performance standards.
Along with that, it also explores the systematic performance and make the system more
challenging and less influencing (Pai, Yeh and Tang, 2018). In order to achieve the particular
business target and set the company effective quality management. Hilton should acquire the best
following results and better understand the goals and opportunities.
Gap 3 : Quality Specification Vs. Service Delivery
This gap arise due to following the other business activity and task to gain the different
business goals. This gap may arise situations pertaining to the service personnel. It could happen
due to poor training to the employees (Quality Management In Hospitality, 2019). Such gap
might be create negative perception on the customer mind which is not correct and efficient for
business success. In order to fill this gap company should create well structured training on
boarding programs for employees or also developing a well structured training program.
Gap 4 : Service Delivery vs. External Communications
Gap between service delivery and external communication, consumer expectations are
highly influenced by statements made by company representatives and advertisements. The gap
arises when these assumed expectation are not fulfilled at the time of delivery of the services. In
order to fill this gap company should rely and generate the strong bonding between service
delivery boy and external communication to maintained the communication level (Su, Swanson
and Chen 2016). Other some ways to cope up with changes are conduct mock customer
interactions.
Gap 5: Actual Performance vs. Perceived Service Gap
Gap between actual performance and perceived service gap is arisen due to misinterprets
the service quality. The physician may keep visiting the patient to show and ensure care. In order
to reduce this misunderstanding company should clear the level of communication and try to
maintained the stable relationship with the customers.
How hotel adapts to changing consumer preferences
Hotel industry is a complex industry because consumers needs and demands changes
rapidly (Torres and Singh, 2016). Different types of customers seek different and innovative
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services by which hotel industry and Hilton have to face several problems. It is important for
hotel industry and Hilton hotel to provide qualitative and satisfying services as per the changing
needs of customers. It can help the company in taking competitive advantages and increasing
sales.
Adaption of advanced technology: It is stated that increasing use of technology like
internet, social media platform is shaping the guest journey. 18-40 age group of people use social
media platforms, and they want innovative and quick services sue to this. Hilton hotel is making
an effective use of mobile technology in increasing sales of ancillary products and services. It is
also stated that this hotel uses Website for giving all type of informations to its potential guests
and also allowed them a facility to give review and feedbacks. This facility work as an
opportunity for this hotel as it can get suggestions by its customers. By getting suggestions it can
make changes in its strategies and improve its services (Rahimi and Gunlu, 2016).
Food quality: It is stated that people in this hospitality industry are becoming more
health conscious. They seek organic food and qualitative food which satisfy their needs. In this
context, by producing and providing organic and cholesterol free food to consumers, Hilton hotel
is now providing qualitative and organic food to consumers in order to satisfy them and also for
adapting chaining consumers preferences. They also use food quality measurement standards that
helps them out in producing food effective and qualitative. Preparing and storing safe food is
needed to have procedures based on the principles of HACCP (Hazard analysis and critical
control points) which are being now followed by Hilton hotel.
Welcome feedback: It is saying that first impression is last impression and for making
this true it is important to give impressive services to guests at their first meeting. Guests wants
easy and convenient check-ins and registration as it saves their time. Typical check-outs and all
these processes make them frustrated. So, by using in room technology and internet technology,
hotel is now solving this problem. Guests can book their room online by imputing all
informations. Whenever guests come, it is important to give them quick services and attend
them. By making all necessary arrangements, Hilton hotel is adopting changing preferences of
consumers in an effective manner and it also makes sure that guests have a pleasant and
memorable stay.
Accommodation and premises: Accommodation is called the basic and important
necessity of domestic as well as international travellers and guests. There are several factors
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which are being considered by customers at the time of buying decision and facilities of hotels is
one of them (Fernandez and Worasuwan, 2017). An effective facilities and other activities like
spa, poolside fun, music band or live concerts can make all guests feel valued and pleased.
Hilton hotel is providing some of these facilities to guests which is increasing satisfaction level
in customers.
Employ skilled workforce: There are several job roles in hotel industry like customer
service provider, room attendees etc. The main aim of all staff members is to make happy to
customers and retain them with the hotel for the long run. For this purpose it is essential to have
skilled workforces and it can only be possible when the hotel adopts the best selection and
recruitment method. For adapting changing needs and satisfying customers, Hilton hotel is using
the best approach of employing workforce. Skilled workforce directly help the hotel in
accomplishing their goals.
Impacts of changing consumers preferences on guest service management
The hotel industry including Hilton hotel is rapidly developing due to growing demands
and continuous changes in needs of customers. Customer changes in needs and preferences is
having several positive as well as negative impacts on the hotel industry (Wang and et.al., 2015).
Some positive impacts which consumers changes are having on Hilton hotel are described as
follows:
Positive changes: Changes in behaviours and needs help organization in increasing their
skills and shaping their personality. The most important changes in needs of customers is
technology or digital services. Due to uses of internet, customers want most of the services
online. These changes have made able to Hilton hotel to make an effective use of advanced
technology. This use of technology has made this hotel able to become the market leader and get
competitive advantages. Changing needs and preferences put pressure to hotels to use food
quality standards, develop facilities. These changes have increased the opportunity for
individual's growth and it helps employees to improve their skills and get job promotion
opportunities. Hilton hotel has developed its ability to compete in the market. Due to continuous
changes in consumers needs, employees are trying to increase their skills and it increases
confidence level of employees because they respond to changes in constructive manner. So, from
discussed positive impacts it can be said that changes drive an organization to be more dynamic
in its approaches (Memarzadeh and Anand, 2020).
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In addition, it can also be said that changes makes an organization and Hilton hotel more
able to develop its strategic plans on which basis they perform their further activities. With its
strategic plans and continuous changes, evaluates and monitor its performance and effectiveness
of its plan which helps it out in managing changes in an effective manner.
Negative Changes
Due to changes in strategies in service manageable it might change the customer
perception too in either positive or negative way it depends on the customer mind. For example
many researcher has been found that due to high technology advancement employees will not get
comfortable due to which all such things might happen. This situation might affect the company
employee turnover due to which it directly impact the sales profit. So it has been noticed that due
to certain changes within the management can also cause the performance of employees which is
not good for them.
CONCLUSION
From the above study it has been summarized that customers services including
accommodation, food quality, technology played a vital role in satisfying different needs of
customers for hotel industry. Continuous improvement approaches helped hotels in managing
quality of their products and services. It directly helped them out in increasing sales and attract
wider range of guests. Further, this stud\y has also shown some positive and negative impacts
which changing needs and consumers preferences have in the hotel industry. For solving all
these problems, organization has made an effective use of advanced technology and food quality
standards.
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REFERENCES
Books & Journals
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TQM and their impact on company performance: Evidence from the hotel industry of
Greece. The TQM Journal. 29(1). pp.147-166.
Fernandez, K.M. and Worasuwan, K., 2017. Drivers of Hotel Employee Retention: A
Comparative Study. Universal Journal of Management. 5(11). pp.497-501.
Jasinskas, E. and et.al., 2016. Impact of hotel service quality on the loyalty of
customers. Economic research-Ekonomska istraživanja. 29(1). pp.559-572.
Lee, Y. C. and et.al., 2016. Applying revised gap analysis model in measuring hotel service
quality. SpringerPlus. 5(1). p.1191.
Luo, Z. and Qu, H., 2016. Guest-defined hotel service quality and its impacts on guest
loyalty. Journal of Quality Assurance in Hospitality & Tourism. 17(3). pp.311-332.
Memarzadeh, F. and Anand, S., 2020. Hotel Guests' Perceptions of Green Technology
Applications, and Practices in the Hotel Industry. International Journal of Tourism and
Hospitality Management in the Digital Age (IJTHMDA). 4(1). pp.1-9.
Pai, F. Y., Yeh, T. M. and Tang, C. Y., 2018. Classifying restaurant service quality attributes by
using Kano model and IPA approach. Total Quality Management & Business
Excellence. 29(3-4). pp.301-328.
Rahimi, R. and Gunlu, E., 2016. Implementing customer relationship management (CRM) in
hotel industry from organizational culture perspective: case of a chain hotel in the UK.
International Journal of Contemporary Hospitality Management. 28(1). pp.89-112.
Su, L., Swanson, S. R. and Chen, X., 2016. The effects of perceived service quality on
repurchase intentions and subjective well-being of Chinese tourists: The mediating role of
relationship quality. Tourism Management. 52. pp.82-95.
Torres, E.N. and Singh, D., 2016. Towards a model of electronic word-of-mouth and its impact
on the hotel industry. International Journal of Hospitality & Tourism Administration.
17(4). pp.472-489.
Wang, L. and et.al., 2015. Impact of hotel website quality on online booking intentions: eTrust
as a mediator. International Journal of Hospitality Management. 47. pp.108-115.
Online
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Quality Management In Hospitality. 2019. [Online]. Available
through :<https://qualitymanagementinhospitality.zohosites.com/frameworks-and-
methodologies.html>.
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