Hospitality Industry: Front Line Staff & Customer Service at Euro-star

This case study investigates the role of front line staff in delivering quality customer service within the hospitality industry, focusing on Euro-star Hotel. It examines factors contributing to service quality, the relationship between front line staff performance and customer satisfaction, and challenges faced by staff. The research employs both primary data, gathered through questionnaires from Euro-star Hotel's front line staff, and secondary data from existing literature. The study identifies key factors such as quick response times, personalized customer knowledge, long-term thinking, problem-solving skills, and positive employee interactions as crucial for enhancing customer service. Ultimately, the research provides recommendations for improving customer satisfaction levels within the hotel setting. Desklib provides students access to similar solved assignments and study tools.

The role of the front line staff in the
delivery of quality customer service:
A case study on hospitality industry
(Euro-star hotel)

TABLE OF CONTENTS
RESEARCH PROPOSAL..........................................................................................................3
TASK 1 FORMULATE A RESEARCH PROJECT SPECIFICATION...................................3
1a.) Factors that contributes in research project selection......................................................3
1b.) Purpose of the research...................................................................................................3
1c.) Literature review.............................................................................................................4
1 d.) Research Project specification.......................................................................................5
1e.) Time plan.........................................................................................................................6
TASK 2 IMPLEMENTATION OF RESEARCH PROJECT WITH AGREED
PROCEDURES..........................................................................................................................7
2a.) Literature Review............................................................................................................7
Introduction........................................................................................................................7
Factor that aids in offering quality services to customers..................................................7
Relationship between delivering quality services by front staff and level of customer
satisfaction..........................................................................................................................9
Challenges that front line staff faces in offering customer service..................................10
2b.) Organizing Questionnaire and Proposed Approaches..................................................11
Questionnaire......................................................................................................................11
Proposed Approaches.......................................................................................................14
2c.) Record and collect the data that have been gathered....................................................19
Data Analysis and Findings...........................................................................................19
TASK 3 RESEARCH PROJECT INTO A SPECIFIED AREA OF BUSINESS....................23
3a.) Analysis with appropriate graphs and Diagrams...........................................................23
3b.) Conclusion and Recommendations...............................................................................25
Recommendation............................................................................................................27
REFERENCES.........................................................................................................................29
APPENDIX..............................................................................................................................32
Questionnaire......................................................................................................................32

RESEARCH PROPOSAL
The role of the front line staff in the delivery of quality customer service: A case study on
hospitality industry (Euro-star hotel)
TASK 1 FORMULATE A RESEARCH PROJECT SPECIFICATION
1a.) Factors that contributes in research project selection
There are some of the major factors which helped me in selecting the present research
topic such as:
Previous education and work experience: It is one of the major factors taken into
consideration which helps the researcher in selecting best research topic. At the time of selecting
this topic I have found that my educational qualification and previous work experience both have
supported. In this regard, I have completed my HND level 5 educations in travel and tourism. I
have been working for 9 years in customer service and starting with 2010 I work at Euro-Star.
Here, I work in customer service at Euro-Star and my target is to work as Duty Manager.
Further, this is the field of my interest area. This is the main motivation factor which helps me in
conducting this research and I can develop better findings on the basis of my experience and
knowledge.
Topic is current issue: Another major factor for selection of this topic is that it is widely
used concept nowadays (Denscombe, 2002). Most of the companies are adopting several
strategies through which they can provide quality services to their customers and enhance their
market share as well. Due to the poor service quality overall brand image of company might get
effected, thus research regarding the present subject matter is of greater significance.
1b.) Purpose of the research
According to Mattila and Enz (2002) in today’s highly globalized world most of the
companies founded that customers are the most important asset of their business. They require
developing several strategies through which they can fulfil their needs and demands. In order to
provide quality services to all the consumers within hotel industry front line staff members plays
a crucial role. They are only responsible for greeting all their guests and resolving their any type
of query as well. Boshoff and Allen (2000) in his article define that service quality is having
positive relationship with level of customer satisfaction. Due to this factor, it is essential to
provide proper response to all the guests coming within the hotel. The main purpose of selecting
this research topic is researcher’s area of interest and increasing need to quality services.
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Customers are the major asset and companies need to fulfil all their requirements by providing
them quality services (Bienstock, Mentzer and Kahn, 2015).
In this respect, the present study is based on the role of front line staff members in
delivering quality services to customers. A case study of hospitality industry is taken into
consideration as hotel needs a fresh faces with better communication skills as their front
executive staff. For this, Euro star hotel of UK is being selected which define a tag line that “The
important thing is not which hotel you select, but why you select it”. They currently having 60
privileges establishments located in historical city centres. They mainly target cultural and
business travellers and providing them quality services.
Research Objectives
 To identify the factor that aids in offering quality services to customers.
 To analyse the relationship between delivering quality services by front staff and level of
customer satisfaction.
 To assess to challenges that front line staff faces in offering customer service. To recommend the ways through which overall customer satisfaction level can be
enhanced.
Research Questions
 How quality services delivered by front line staff helps in enhancing the level of
customer satisfaction?
 What are the major challenges faced by front line staff at the time of offering quality
services to guests?
1c.) Literature review
Managing customer relationship is becoming key concerns of every organization. For
this, they are adopting various strategies to maintain and deliver high quality customer services.
According to Bowen and Lawler (2006) front office is the important function as all the
customers’ deals with them as a centre of the hotel. They are highly responsible for greet them
and resolving all their queries regarding their requirements. According to () front line employees
are definitely the face of every hospitality business because customer deals with this staff as the
centre of hotel. The major responsibilities of front staff members are to provide better assistance
to guests, fulfil their needs and meet their wants.
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Seth, Deshmukh and Vrat (2005) in his article stated that there are mainly five
dimensions of service quality i.e. tangibility, reliability, responsiveness, assurance, and empathy.
These factors must be considered by hotel front staff management team such as:
Tangibility: It covers the area of impression on customers by how well they are dressed.
Reliability: Each and every front staff requires welcoming their guests with full warmth.
They must have ability to resolve all the problems encountered by their guests (Räisänen, 2003).
Responsiveness: It covers the area which determines the promptness of staff members. It
is all about the convenience of making reservation, promptness to check-in and check-out
process of guests etc. Clark, Hartline and Jones (2008) stated that front staff members are
responsible for providing the entire tour information guide to their customers.
Assurance: It is quite essential to maintain the security and safety of guests as it is
another major quality concern.
Empathy: This is the major service quality factor in which it is necessary to go through
the proper care of all the customers and provide them attention individually.
Boshoff and Allen (2000) stated that by following all the service quality measures front
line staff members are able to perceive higher customer satisfaction as well. It helps them in
enhancing their profit margin and developing better relations with their customers. Through this,
they can increase the number of loyal customers within their hotel.
1 d.) Research Project specification
As per the given subject matter it can be determine that, researcher is able to make more
appropriate research by the way of collecting suitable information from different sources. In this
present study Inductive research approach will incorporate as it helps in developing appropriate
theory for the customer relationship after accumulating required data (Mackey and Gass, 2005).
In addition to this, data will be collected by both the primary as well as secondary sources. For
this, primary data will be collected by front line staff members of Euro star hotel by the way of
questionnaire technique. The main reason behind this selection is better response about their role.
They can provide how their positive role helps in maintaining better customer relations. For this,
10 front line staff managers will be selected by purposive sampling technique (Collis and
Hussey, 2003). In order to analyse all their responses, qualitative technique will be incorporated
under which thematic and graphical representation technique will be taken into consideration. It
helps the researcher in framing most suitable findings by the way of developing different themes
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on the basis of gathered responses (Clark, 2002). With the help of selection of these methods,
Researcher will able to draw a valid conclusion about the role of front office staff on the
customer delivery services.
1e.) Time plan
Activity 1th
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Find research
Topic
Literature
Review
Drafting of
methodology
Finish Proposal
Design
question and
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Carry out &
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Research
Data Analysis
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Making Graphs
Discussion and
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Final Report
Editing &
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TASK 2 IMPLEMENTATION OF RESEARCH PROJECT WITH AGREED
PROCEDURES
2a.) Literature Review
Introduction
This section is considered as a most important section in which researcher can gather
appropriate information and data from the past research. However, there are several studies on
the customer’s loyalty as well as quality services. With the help of past studies author can easily
gather most effective and appropriate information.
Factor that aids in offering quality services to customers
According to Cronin, Brady and Hult, 2000 consumers are the most important source of
increasing sales for any organization. Most of the firms are adopting higher competitive
advantage by keeping their customers happy. In order to do so they need to adopt most effective
and best strategies. Goetsch and Davis, 2014 in his article stated that there are several factors
which help in offering quality services to customers such as:
Respond as quickly as possible: Wilson and et.al., 2012 in article stated that the biggest
factors in good customer service are speed. It also defines as a crucial factor at the time of
delivering services to customers especially when a client is requesting something that’s time
sensitive. However, most of the hotel tries to provide any service to their customer as quickly as
possible. However, delivering quality service is one of the values if any organization. Giovanis
and Athanasopoulou, 2014 stated that less waiting time of quality factor for each and every
customer. In this concern, hotels are required to provide quick services to their consumers
instead of waiting for so long.
Know your customers: It is considered as another most important factor which helps
different organizations as well as hotels to develop high level of trust. Bienstock, Mentzer and
Kahn, 2015 stated that great interaction begins with knowing customer’s needs and requirements.
However, consumer’s nowadays love personalization. By knowing them personally they feel
happy and satisfied with the services of company. With the help of this, hotel owners can contact
their customers at any time.
Think long term: A customer is for life: According to Zhao, Zhang and Chau, (2012)
think long term at the time of dealing with the customers. It is the most effective way to keep all
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the customers happy and make them loyal towards the brand. By thinking this that customer is
for the life time staff members go through the value of each customers. It is being defined from
the past studies that positive word of mouth has tremendous value as well (Zeithaml, Berry and
Parasuraman, 2012).
Fixing customer’s problem: In order to support the customers there should be
appropriate training plan developed by line manager of hotel. Through this training plan all the
staff members are trained for their better and exceptional customer support service experience.
By this, they are able to connect with their customers and provide them logical solutions for all
their problems in an appropriate way (Wilson and et.al., 2012). However, in most of the hotels
front lone staff members resolve the queries of their customers and support them all the time
whenever requires (Zhao, Lu, Zhang and Chau, 2012). Further, this is the key factor which aids
in providing quality service and enhancing level of customer satisfaction as well.
Interaction of employees with customers: It is considered as a most important factor
which determines aids in changing mind set of customers towards the hotel. They must have a
positive perception about hotel so that they give appropriate reviews to their friends and family
members as well. At the time of interacting with customers it is essential for employees to be
polite, positive and caring. However, most of them are very good listener and they gives better
and positive response to company (Sobh and Perry, 2006). According to Chen and et.al., 2012 if
a front line staff member demonstrate empathy and good listening skills then he/she begun to
emotionally wow to their customers. The more they provide them exceptional services, the more
they are going to like them. In this particular manner it is being determine hotel employees need
to interact with effective way so that they can engage more and more number of people.
Execution: At the time of working as a front office staff assistant a person must have
appropriate communication as well as listening skills. This is the most essential factor which
requires having good listening skills (Goetsch and Davis, 2014). Ganguli and Roy, 2011 in his
article determine that if a customer likes the service of front line staff and feels like they
understand their problems and give them appropriate solutions for their problems again, it causes
them to like hotel staff, value them, and trust them. However, hotel makes sure that customers’
make sure that their needs are fully met and staff members do it with quality, speed, and
excellence then they are able to attain higher customer satisfaction (Zeithaml, Berry and
Parasuraman, 2012).
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According to Cermak, File and Prince, 2011 customer service is the critical factor for the
long term success of every organization. Here, it can be define that keeping all the customers
happy and satisfied is the only way through which higher competitive advantage can be attained.
In this way, there are numerous ways through which organizations can attain large sales volume.
Relationship between delivering quality services by front staff and level of customer satisfaction
Front line staff member play a most important role in delivering quality services to
consumers. These staffs are considered as a most supporting factor in determining customer’s
satisfaction. Yen, 2013 stated that the front office is an important function because every
customers deal with them as the centre of hotel. They are responsible for providing proper
assistance to all the guests by meeting their requirements. A most promising tag line defines that
“First impression is the last impression”. It also implies on the hotel industries. Customer visit
there and make positive perception in their first visit due to the warm welcome from the front
line staff of the hotel. They are highly responsible for the making positive impression in the mind
set of customers. Yuen and Thai, 2015 stated that service quality was determined as the
subjective comparison that customers make between their expectation as well as the way of
services provided by company. Further, it is essential for the front line staff of the hotel to
provide glad and quality services to their consumers. By this only, they are able to provide them
higher customer satisfaction. According to Zameer and et.al., 2015 it is very important to deliver
quality customer service as it is having a huge impact on both existing customer as well as
potential customer. If staff members provide them exceptional services they are highly satisfied
towards the company. A recent survey found that about 58% of customers would react by telling
family and friends about their bad experience. They also post different reviews on the social
networking sites. It is the biggest factor which might leads to decrease the brand image of
company.
According Kärnä, 2014 there are mainly five dimensions through which they are able to
attain high service quality i.e. tangibility, reliability, responsiveness, assurance, and empathy.
These are the major factors that aids in offering service quality to customers. Here, tangibility is
all about the dressing style of front staff. It creates a positive impression in the mind of
customers. It is the most important factor that how the staff members are dressed up. On the
other hand, reliability is the factors which determines by the ability of front staff to resolve the
queries of customers. In case of resolving queries in excellent way they highly appreciate their
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services and feel good with the service of that hotel. Another major factor that supports in
providing quality services to customers is responsiveness. Under this, they must provide them
appropriate services at the time of making reservation as well as their check in and check out
services. In it is the most important service which provides ultimate satisfaction to customers and
leaves a remarkable experience in their mind. However, most of the hotels provide internet and
free Wi-Fi facilities for all their guests through which they are able to search for any type of
information at any time. Zhao, Lu, Zhang, and Chau, 2012 stated that empathy is another major
factor which affects the overall services of hotel. Under this, all the guests must be treated with
proper care and attention. It makes them happy and attracts them towards the entire services of
hotel. Moreover, the last factor which determines the high level of customer satisfaction is
assurance in which they must provide proper security and safety for all their guests.
Due to this factor consumer feels secure which enhances their trust level towards hotel
and their services. From all these essential factors it can be determine that by delivering quality
service, front office staff of hotel is able to enhance the level of customers satisfaction.
Challenges that front line staff faces in offering customer service
Ganguli and Roy, 2011 in article stated that fulfilling customer expectation is one of the
major source through which firms can easily enhance their sales margin. It is the best source to
increase the customer base by going through their accurate requirements. Expectation of
customers can be evaluated by comparing their pre purchase expectations of what they would
receive from the products and evaluation of post purchase evaluation. Further, it can be
determine that fulfilling customer expectation is becoming one of the most crucial tasks for front
line staff members.
They are required to greet their guests and resolve all their queries by the way of
providing them appropriate solutions. According to Cronin, Brady and Hult, 2000 there are
various challenges faced by front line staff while offering customer. In this regard, one of the
major challenge is related to the interaction and understanding. Front line staff members are
facing huge problem at the time of treating their employees and understanding their needs.
However, most of the times they are not able to understand the needs of customers due to their
increasing demands. In addition to this, one of the key challenge is guest profiling. Under this,
understanding the guest preference and enable delivery services to them is the most crucial task
for them.
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Further, with this, as per the view point of Zeithaml, Berry and Parasuraman, 2012 one of
the most significant challenge which is being faced by the employees of front line staff is to
handle the queries of two or more customers at a time. The statement which author have depicted
is right. This is because, in this context it has been seen that employees will not face any kind of
difficulty when it is dealing with one single customer. In this situation, employees handle the
queries of one specific individual only. Thus, they make efforts in terms of giving answers to all
their queries appropriately. However, the major problem occurs when two or three customers
gather at the counter and communicate about their respective problem. This is the challenging
type of situation because employees cannot ignore any of its customers. However, if done then in
the given circumstances the brand image of hotel will be impacted. Furthermore, due to this the
brand image of hotel will also be impacted in a negative way.
In addition to this, as per the view point of Chen and et.al., 2012 language is the another
most crucial barrier which restrict the front line employees of hotel with regard to deliver their
high quality of services to the guest. Here, due to the language barrier both customers as well as
employees can communicate the specific thing to each other in a manner in which they wanted to
say. This leads to miscommunication between them. As a result of this several complications will
be developed between both customers and employees. This type of thing will lead to hamper the
satisfaction level of the respective buyers and because of this impact can be seen upon the sales
and profits of corporation. Moreover, Bienstock, Mentzer and Kahn, 2015 have also stated that
maintaining and interpreting the database of customers is another challenge which is being faced
by the employees of front line staff. This not the major challenge but it is being faced by those
employees who do not have any knowledge regarding the manner of interpreting and managing
the database of customers. Due to this, employees faces problem when they have to resolve the
queries of their respective customers. Overall, it can be said that these are the major challenge
which hospitality firm must addressed. It is due to the fact that, if not addressed then in this
condition it will become difficult for the enterprise with regard to carry out their efforts in terms
of attracting the large number of customers towards the firm in an effectual manner (Zhao, Lu,
Zhang and Chau, 2012).
2b.) Organizing Questionnaire and Proposed Approaches
Questionnaire
1. Name: ________
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2. Age: ________
3. Gender:
o Male
o Female
4. What are your responsibilities as the position of front line staff member?
5. Does Euro star provide highly affective services to all the customers?
o Yes
o No
6. Does your hotel provide you the necessary training to treat all your customers
effectively?
o Yes
o No
7. Do you think that by responding quickly to your customers and fixing their problems
helps you in providing them quality services?
o Highly agree
o Agree
o Neutral
o Highly Disagree
o Disagree
8. According to you what are the major factors which attract your customers towards your
hotel the most?
o Interaction of front line staff members with customers
o Well-dressed staff members
o Ambience
o Responsiveness
o Other
9. Do you agree that by delivering quality front line staff services by knowing your
customers you are able to enhance their level of satisfaction?
o Highly agree
o Agree
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