Improving Service Quality: Analysis of Canary Wharf Hotel Practices

This report provides a comprehensive analysis of service quality at The Canary Wharf Hotel, a 3-star establishment in London. It explores the significance of service quality management, emphasizing its role in customer satisfaction and organizational success. The report assesses current service prac...Read More

SERVICE QUALITY

Table of Contents
INTRODUCTION...........................................................................................................................3
IMPORTANCE OF SERVICE QUALITY MANAGEMENT AND MEASUREMENT .............3
CURRENT SERVICE PRACTICES AND IMPACT ON EMPLOYEES AND MANAGEMENT
..........................................................................................................................................................6
CUSTOMER FEEDBACK SYSTEM TO IMPROVE SERVICE QUALITY...............................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Service quality consists of various elements through which customer satisfaction is
gained. Organisations use this as a method of measuring and analysing how their services are
perceived, so that they are able to meet expectations of their customers. Hospitality sector utilises
service quality management to improve their services by identifying areas of weaknesses.
Managers will be able to make decisions based on analysis done in the organisation (Serna and
et.al., 2018). The Canary Wharf Hotel is a famous hospitality organisation that operates in
London. It is very close to the railway station and has a 3 star rating. It was founded in 2000 AD
and has about a 100 rooms, conference and banquet halls, gym, spa as well as a swimming pool.
This assignment will discuss importance of service quality at The Canary Wharf Hotel,
methods of managing and measuring it. Recommendations will be given for implementation of
proper services in the organisation. It will assess impact of current practices on employees and
management. A customer feedback system framework will be provided as well, so that The
Canary Wharf Hotel can monitor and improve their overall quality in the services which they
offer to customers and guests.
IMPORTANCE OF SERVICE QUALITY MANAGEMENT AND
MEASUREMENT
Service quality management has been created for the purpose of ensuring that customers
are satisfied with services that are being offered to them by an organisation. It also allows
management to assess different factors which will help in making changes and improving
services, so that they achieve overall organisational goals (Aryee and et.al., 2016). Initially, it
was divided into two aspects, technical quality, in which services that have been provided and
involves interaction between clients and management, and functional quality, where importance
is given on how customers felt about their experience of services that have been provided to
them. The concept of service quality management was formed because many organisations from
different sectors found that there were gaps between perception of managers and expectations of
customers, when services were being provided (Kasiri and et.al., 2017). They felt that it was
important to understand needs of customers, so that they could plan provision of services in such

a way that they would be able to increase their productivity and profits, while ensuring high
satisfaction of customers.
The Canary Wharf Hotel lacks service quality management as their services do not meet
standards. It has been observed that they have had an increase in profits since their recent
refurbishment, but they have seen even more complaints regarding their services (Lai and et.al.,
2018). A good 3 star hotel generally has efficient services and employees give their full attention
to customers that visit. Waiters are responsive and try their best to meet the needs of guests that
come to have food in their restaurant. However, The Canary Wharf Hotel's staff do not work in
an effective manner. They are unable to attend customers and come off as rude or arrogant.
Waiters are least interested about their guests and do not want to provide proper services to them.
Hotels are required to have staff that are trained, so that they can work to their fullest potential,
but at this hotel, there is lack of training in employees, which had caused decrease in overall
productivity (Jaiswal and Dhar, 2016). Some of them try their best to provide services
efficiently, but are unable to do so, due to long working hours and less staff.
Service quality has different dimensions that can be used by The Canary Wharf Hotel, so
that they can assess and improve services that they provide to their customers. The first includes
tangibles, in which appearances or looks of employees that attend to clients have to be good.
This helps in increasing service quality as cleanliness and uniformity of staff is more likely to
increase customer satisfaction (Saito and et.al., 2015). Reliability is the second dimension in
which services that have been mentioned has to be provided in a proper manner. This means that
if The Canary Wharf Hotel has offered certain facilities, they will have to provide it to
customers, so that expectations can be met with. The third dimension is responsiveness, where in
employees are supposed to be quick and prompt while responding to their customers. They must
be effective and efficient while attending to guests. Assurance refers to the services that are
being provided and that it is delivered properly (Ju and et.al., 2018). Finally, the last dimension
is empathy, in which employees have to treat customers with care and give them undivided
attention, so that there is complete satisfaction and good service quality in the organisation.
The main purpose of service quality management is to ensure that there is customer
satisfaction. Managers utilise this concept, so that they are able to assess, measure and manage
their service performance. This will allow them to improve any deficiencies that they are present,
especially in The Canary Wharf Hotel. In order to retain clients and keep them happy, it is

important for management to make changes in service quality (Lu and et.al., 2015). This will
benefit both the hotel and customers as organisation will be able to earn more profits, retain their
clients and create a good image in public. Customers, on the other hand will be able to enjoy
services to the fullest and they will be able to build a relationship with The Canary Wharf Hotel.
They can keep visiting a place that offers standard services that are of good quality and
recommend it to other as well. The clients will be able to fulfil their needs and desires as well,
and this will allow management to take feedbacks from them, so that honest opinions on making
improvements can be given (Gummesson, 2014). When there are strong relations between clients
and organisations, effective decisions can be made and thus, creating better services so that both
parties are happy and satisfied.
It is important to measure and manage service quality, so that The Canary Wharf Hotel
can increase their overall profitability. If they provide customers with good quality services,
there will be growth in the organisation, eventually leading to success. When facilities do not
meet the standards, there can be a decline in profits (Mardani and et.al., 2015). Therefore,
management has to do routine measurement of each area of service, so that they can take
corrective steps to manage and make improvements. Service quality management helps in
development of businesses, which will allow them to grow and prosper in the industry. The
Canary Wharf Hotel, with its current situation might fail in expanding due to lack of proper
services that is being provided to customers. The bad reviews have been increasing and this lead
to a decline in clients and overall profits (Manhas and Tukamushaba, 2015). However, with the
help of proper service quality management, they can develop and expand their business, which
will allow them to succeed as a hotel.
There are different methods of managing and measuring quality service for The Canary
Wharf Hotel to implement. These include SERVQUAL, in which the different dimensions of
service quality management are analysed and measured. It allows managers to score different
aspects on the basis of opinions or feedbacks given by customers. It involves creating of a
questionnaire that has to be filled by clients. They have to give ratings on reliability,
responsiveness, assurance, tangibles and empathy during their experience. This helps in
providing an insight on how staff members work, so that they can be provided with the right
training programs (How To Measure Service Quality, 2007). It will also allow management to
find ways through which improvements can be made, so service quality can meet standards and

therefore lead to customer satisfaction. SERVQUAL is a useful tool as it analyses different
aspects of services and their performance.
Another quality service measurement and management method is service encounter. In
this, The Canary Wharf Hotel can create a way through which encounters with customers can be
done,so that they are able to evaluate their performance and draw conclusions. It allows
management to understand levels of satisfaction in customers and the impact it has on their
service quality (Lo, Wu and Tsai, 2015). There is an interaction between managers and clients, in
which certain questions are asked and discussion regarding the provision of facilities in the
organisation is done. They will be able to assess their overall performances, so that proper
strategies can be adopted for creating goals to achieve service quality. This also includes
evaluation of levels of satisfaction of different customers. Managers are able to understand
feelings of clients as there is a face to face interaction.
CURRENT SERVICE PRACTICES AND IMPACT ON EMPLOYEES AND
MANAGEMENT
The Canary Wharf Hotel has made many changes in the organisation with regard to
facilities that they offer. There are new refurbished rooms and restaurants, which have led to
increase in their bookings. However, the practices that have been followed in provision of
various services to customers are unsatisfactory (Luo and Qu, 2016). The employee do not have
proper training and this has caused them to behave in a rude or arrogant manner with clients.
They are unable to understand or provide assistance to guests that come to enjoy facilities and
services at The Canary Wharf Hotel. There is lack of efficiency present in staff members and
they are unable to coordinate with each other. Moreover, management does not provide any
incentives or rewards to employees that work hard. They often complain that there is lack of
empowerment in staff members and they are given little to no value in the organisation (Al-
Ababneh, 2016). This has caused decrease in productivity as they are not motivated to work.
There also is shortage of staff, which makes it difficult to manage responsibilities and attend to
customers.
Service quality management at The Canary Wharf Hotel does not meet regular standards
that are present in 3 star hotels. There are no proper managers present to look after the online
review on Trip advisor and Facebook. It is only checked once a month and employees, that are
not completely trained to handle social media accounts, have to look after such reviews and

address complaints that have been made by customers (Tsaur and et.al., 2014). Due to less
employees and lack of understanding of online review systems, staff is unable to manage the
increasing bookings and they find it difficult to reply to each feedback that has been given. Even
managers were not aware about these reviews that have been given by guests. The waiters do not
have required etiquettes while serving their customers and usually take too much time in
addressing problems. They can not book tables due to long waiting periods at the front desk as
well (Han and Hyun, 2015). Managers take too much time to respond to problems that customers
have experienced while staying in hotel rooms and they were refunded their payment after a
month.
These service practices at The Canary Wharf Hotel have impact employees in a negative
manner, as they are unable to work effectively and efficiently. This has caused a decrease in the
service quality and overall customer satisfaction. Employees are not being provided with the
right training and are not able to communicate with customers properly. The remuneration
schemes are not satisfactory, and this decreases the desire of staff members to work (Stefano and
et.al., 2015). Human resource managers do not have a plan or strategy when they recruit new
employees and this has caused many problems with their service quality. Overall, it is a difficult
task for them to manage and measure issues with meeting the standards of a 3 star hotel. While
customers are not provided with proper and prompt services, due to such practices within the
organisation. The service quality has been declining and this has created a negative atmosphere
at The Canary Wharf Hotel.
Front line employees do not have the empowerment that they deserve and this decreases
their willingness to work. They are not given a chance to express their opinions regarding issues
that they face while providing services to customers. Staff members are unable to build
relationships and this leads to decrease in client satisfaction. The Canary Wharf Hotel has
experienced many problems with their practices and unable to manage the high rates of
customers (Kandampully, Zhang and Bilgihan, 2015). It is important for employees to be
satisfied with their job as well, as the type of service quality depends on how they well they
provide it. Therefore, management is required to make changes in organisational policies, so that
they are able to improve and meet standards of hotel as well as implement motivational strategies
that can help them in effectively providing facilities to customers. There can be proper

recruitment and training so that skills of employees can be enhanced, and proper pay can be
provided as well, which will eventually lead to empowerment.
Service quality culture of The Canary Wharf Hotel states that they give importance to
treatment towards their customers and are dedicated to working towards attaining full
satisfaction of clients. But the employees feel that they are not given the care and value that they
deserve. More than 60% of them are not full time workers and they generally tend to leave their
jobs (Ahrholdt, Gudergan and Ringle, 2017). There is a high rate of employee turnover in the
organisation due to this reason, and also because minimum wage that they receive is very low.
Even though they have missions and goals of achieving customer satisfaction and have made
plans to do so, but due to high intake of guests, they are unable to do so.
CUSTOMER FEEDBACK SYSTEM TO IMPROVE SERVICE QUALITY
Customer feedback is refers to the information that comes customers directly regarding
services they have received (Serna and et.al., 2018). Through feedback they tell that, whether the
services was satisfactory or dis-satisfactory. Therefore, comments & complaints given by them
to The Canary Wharf Hotel are considered as an important resource to enhance their services and
address the needs of guests. The information is collected from them through oral or written
surveys, emails, online forms, or calls. For The Canary Wharf Hotel, crystal clear customer
feedback is very crucial to modify its products and services. This is because the information they
will gather affects how they treat their guests & how they communicate with individual
travellers. In this current trend of public display of customer satisfaction on website,
questionnaire in the room & hoping for a response is not sufficient. The impact of social media
on marketing has made sure that hotels view satisfaction of their guests as even more important
than ever before (Aryee and et.al., 2016).
Due to this The Canary Wharf Hotel is now trying to strike the balance between
surveying guests and bothering them. Apart from this customer feedback are considered as an
insight into what is working well in the hotel's services and what changes should be made for
customer's better experience. As given in the scenario about the comments provided by
customers on Trip Advisor, such as; poor services, long wait for check-in, understaffed, etc., also
the manager of the hotel checks Trip Advisor reviews once a month and that is really a drawback
for this hotel (Kasiri and et.al., 2017). Tools this hotel should use to improve its services for
better customer experience are :

 Online feedback :- The Canary Wharf Hotel can collect feedback through websites, as
this way of gathering customers views is considered as the easiest and simplest way. If
they already have their website then they can improve its design because it is incredibly
important for them to convert feedback into changes that boost their revenue. Moreover,
it is recommended to the manager of this hotel to regularly review hotel website for faster
changes. They also make use of live chat as it has been observed that many people find
live chat on websites extremely useful (Lai and et.al., 2018).
 Telephonic feedback :- it has been discovered that, there is nothing more effective than
actually interacting to gusts to get their feedback. The Canary Wharf Hotel can also use
this tool that tends to result in a better response rate. Moreover, this approach will allow
them to know better about the customer's state of mind and feeling towards hotel's
products by the tone of their voice(Jaiswal and Dhar, 2016).
Benefits of utilising these tools and how they will help The Canary Wharf Hotel to improve their
services are :-
Feedbacks helps to improve product and services
If The Canary Wharf Hotel will collect feedback through above mentioned tools, then
this will allow them to improve their product and services according to the needs of guests.
Customers who have already experienced the services provided, collecting their feedback
through online or telephonic way will benefit this hotel to enhance its products because only
after customer uses products, it allows to learn about all flaws and advantages of it (Saito and
et.al., 2015).
Keeps customers engage
It has been observed that, by collecting reviews from customers, allow them to get
engaged. This is because even guests who are not likely to share their views, do get impressed by
knowing that hotel cares about their thoughts. Apart from this, the manager can also provide
them something to do at the time of billing, is a good way of keeping them engaged (DeFranzo.,
2015).
Lead to better action-oriented approach
Collecting feedback using different tools on timely basis will allow The Canary Wharf
Hotel staff members to plan better approach for the future to take action and meet future
customers needs (Ju and et.al., 2018).

Helps in decision making
It has been determined that collecting guest feedback smooths the path of interaction
between hotel managers, owners and stakeholders as having customers views can assist in
motivating and making decisions effectively in the hotel (Lu and et.al., 2015).
Helps to develop the best customer experience
In hotel industry, marketing is heavily based on customer experiences that they receive
through services. The Canary Wharf Hotel must know that satisfied customers will stay with
them for longer period. Therefore, customer feedback assists to determined if the guests are
satisfied with their services and allow detecting areas of improvement. Every time a dissatisfied
customer shows their disappointment and the manager can react immediately and look for
solution to fix it. This is considered the perfect way of to win that customer back & even raise
level of loyalty (Gummesson, 2014).
Social media- The Canary Wharf Hotel can also collect customer survey with help of social
media pages on a regular basis. It is one of the effective techniques in order to get access to
customer feedback so the social media presence can be felt. The one of the core aspects of social
media provides encourages the customers to touch firm. The most of the customer are generally
relay over the social media activities and that can helps to have instant feedback from the
customers. With help of it, customer suggestion could be taken. It is easy for customer to provide
honest, accurate and helpful feedback.
E-mail- The Canary Wharf Hotel can also collect the feedback of the customer with the help of
E-mail facilities. It provides an easy way of reaching the high volume of customers for the
feedback. At the time of check in, firm ask to provide E-main of particular customer and with
help of it they are able to conduct the feedback and suggestion of the customer to bring
improvement in the services of enterprise. In this, it can be said that collecting feedback from the
customer will helps to enhance the profitability and it also enhance brand image of the enterprise.
POS system- It is the technique that will be helpful in order to gain access to customer base. In
addition to it, it can be said that advanced quality of POS software leads to manage e-commerce
and physical inventory system. It is one of the effective approach in order to records the data of
customers in online manner. POS software will be helpful to add customers on the membership
groups.

Customer personal interviews- In this, it can be said that the interviewing customers do no
need to be exclusive to major retailers or market companies whose have big budget of funds. Ain
addition to it, this can be said that the visitors who are on the frequent basis and loyal customers
are generally happy to give feedback by asking them (Manhas and Tukamushaba, 2015). In this,
they are the one who has most invested in product and service. In order to improve the service
quality of the hotel, it is essential to obtain feedback in the interview manner. This will be
helpful in terms to collect the valuable views of the customers.
Recorded sales calls- The Canary Wharf Hotel can also able to collect the feedback from the
customer with the help of outbound sales team. This department should work as to give more
than 100 calls to the customer who have visited hotel earlier (Kandampully, Zhang and
Bilgihan, 2015). At this way, they should record the call so that their feedback and suggestion
can be recorded. The complaint of customer can be made with help of it. It is one of the effective
technique in order to reach the large number of the customers.
Comment card- The Canary Wharf Hotel can also collect the suggestion of the customers with
the help of comments card. Under it, at the time of check out the customer need to address the
comment card (Kandampully, Zhang and Bilgihan, 2015). With help of it, they are able to
undertake the activities effectively and efficiently. At this card customers are also able to provide
their rating of the services they get from the staff of hotel. At the last, they also can address their
complaint that are barricading the performances of the enterprise. This card will be assistive for
the firms to present their view so that entity can able to take effective steps towards it.
In this way, it can be said that satisfaction of customer and loyalty plays crucial role in order to
determines the financial performance of the enterprise. In addition to it, this can be said that it
can be directly linked with the number of beneficial aspects as to have increment in the market
share, lowering the cost and higher revenue. The Canary Wharf Hotel is facing many issues in
the services provided by the staff of hotel. In order to get access to it, that is essential to
undertake the feedback with the help of their potential customers.
CONCLUSION
From the overall report it has been concluded that, maintaining service quality in The
Canary Wharf Hotel is necessary as it includes of various components through which customer
satisfaction is gained. Hotels should use this method of measuring and analysing how their
services are perceived, so that they are able to meet expectations of their customers. Apart from

this, it also demonstrated it is essential for the hotel to measure and manage service quality, so
that can increase their overall profitability. In part third it showed that, the employees get
affected in negative manner due to these practices, as they are unable to work effectively and
efficiently. Further, in last part the report has discussed about the importance of customer
feedback for this hotel, and that how collecting feedback through different tools will help them to
improve their services.
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