Service Quality Management: A Customer Feedback System for Premier Inn

This report provides a comprehensive analysis of service quality management at Premier Inn, a leading UK-based hospitality organization. It justifies the importance of managing and measuring service quality, recommending the adoption of appropriate methods such as SERVQUAL, post-service ratings, and follow-up surveys. The report also establishes and analyzes current service delivery practices, assessing their impact on front-line employees and managerial implications. Furthermore, it proposes a Customer Feedback System (CFS) framework tailored for Premier Inn, designed to monitor and continually improve service quality by addressing customer expectations and perceptions. The analysis covers key dimensions of service quality, including reliability, tangibility, empathy, responsiveness, and assurance, highlighting their importance in boosting sales, saving marketing costs, and attracting skilled employees.

Service Quality

Contents
Contents...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Justification of importance of management and measuring service quality, recommending
adoption of appropriate service quality management methods...................................................1
2. Establish and analyse current service delivery and practices through assessments of the
impact will have on front line employees, their engagement and also managerial implications 6
3. Finally, produce a Customer Feedback System (CFS) framework that the chosen
organisation can utilise to monitor and continually improve service quality..............................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Service quality can be described as measure of how an organisation provide delivery of its
services in order to fulfil expectations of customers. There are different types of services in
response to specific needs. It is important for different reasons as it boost sales of company and
also saves marketing money in their organisation (Abbas, 2020). Use of this approach in this
organisation helps firm for purpose of attract skilled and talent employees. It also provide
strength to brand of company and also helps them to avoid barriers in process of buying.
This project report includes a discussion of Premier Inn which is a UK based hospitality
organisation. It was identified by business Whitbread in the year 1987 and is considered as one
of the largest UK hotel. It is one of the organisation which has around 72000 rooms and 800
hotels in their organisation. It is operating in different locations in order to sell its products. This
project report includes a justification of the importance of management and measuring service
quality, recommending adoption of appropriate service quality management methods. It also
includes the Establishment and analysation of current service delivery and practices through
assessments of the impact will have on front-line employees, their engagement and also
managerial implications. Moreover, it produces a Customer Feedback System (CFS) framework
that the chosen organisation can utilize to monitor and continually improve service quality.
MAIN BODY
1. Justification of importance of management and measuring service quality, recommending
adoption of appropriate service quality management methods
Service quality can be described as a measure of how a firm can deliver its services in
accordance with expectation of its customers. Different type of products and services are
purchased by an organisation in order to fulfil specific needs of the customer. These customers
consciously as well as unconsciously have some expectations and standards for the company as
to how they can fulfill these needs of customers. An organisation with high quality of services
matches the expectations of customers (Alshamsi and et. al., 2020). Premier Inn is one of the
organisations in the hospitality industry which is measuring as well as improving the quality of
services in order to increase the reputation and profit of the firm. Service quality is one of the
terms that creates an impact over the ability of the company to satisfy the needs of the consumer
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at a time in any industry. There is around five dimensions including in service quality which are
mentioned below:
Reliability: It is one of the ability of an organisation and consistency in context to perform
specific services which helps to satisfy the needs of consumers. It is a process that consisit
different steps for purpose of customer interaction including delivery as well as execution of
goods and service, precise problem resolution and also to offer competitive prices (Chiang, Trimi
and Lo, 2022). There are different types of customers who have different types of expectation
and in order to fulfil these expectations, a business needs to offer reliability for specific products,
and success of the company is also depended on the ability of a firm to meet those expectations.
Tangibility: It is another ability of firm to reflect service quality to its customer. There are
different types of factors given by an organisation like Premier Inn in order to reflect tangibility
of quality through its appearance of hotel, attire of employees, with the interior of the room and
other things.
Empathy: It is another component that provides ways in which an organisation deliver its
service which allow company in order to make company for empathetic to the desire and demand
of the consumer. It is essential for a company to make customer things that firm cares about them
and also for their well being. Premier Inn is one of the organisation which is thinking about their
customers and also the desire and demands of customers, it is a business which shows empathy
towards problems faced by customers and tries to provide solutions to businesses in order to
solve the problem.
Responsiveness: It is one of dimension in which business is reflect dedication and ability of
customers to provide excellent services to customers. It is implied for purpose of receiving,
assessing as well as replying for purpose of request of customer questions, feedback and issues
(Choi and et. al., 2020). Premier Inn is one of organisation which is responding towards
customer communication in order to provide instant solution to customers. It is important in
order to reflect that firm is offering customer satisfaction.
Assurance: It is another dimension required in service quality that offering trust and confidence
of customer in an organisation. It is also important for business as it allow customer to perceive
trust over ability of organisation to deliver services. It is also important for business to make
their employees capable in order to gain trust of customers. Premier Inn is one of organisation
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which is focusing on gaining trust and confidence of customers which helps firm to retain their
customers for long term.
It is important for business of Premier Inn for purpose if maintaining high services quality in
their organisation as it helps them to boost trust of customers over organisation and also helps
them to retain them in business for long term. Some of important of service quality for business
is mentioned below:
Boost Sales: It is important for business in order to maintain quality of service as it allow them
to gain trust of customers and also helps customer to perceive brand of company as high quality.
If customer once perceives the quality of business as high, it helps business to sale products to
those customers on continue basis and also helps them to continue to buy products from those
companies (Famiyeh, Asante-Darko and Kwarteng, 2018). Premier Inn is one of the organisation
that is considered one of the best hospitality organisation in UK. It is providing higher quality of
customers and also focusing on fulfilling expectation of customers. It allow firm to increase
loyalty of their customers and also them to buy services from those company only.
Saves marketing money: Offering higher quality of services for customers is also helps the firm
in order to retain existing customers which is important and less expensive for a firm in order to
attract new customers. It helps firm in order to reduce cost of firm and also helps them to
increase profitability of firm. Offering higher quality of services also helps the firm in order to
generate positive word of mouth which is important for firm in order to market the services.
Premier Inn is one of organisation which is providing higher quality of services to its customers
which helps them for purpose of developing good image in minds of customers. It is also
important firm in order to generate positive word of mouth for firm which helps them to attract
more customers.
Attract loyal and skilled employees: Higher quality of services helps firm in order to attract
number of quality employees which are doing with efficiency. A high service quality firm is one
that is create strong image in market and also employees also prefer to work in those
organisations (Farooq and et. al., 2018). On basis of it, Premier Inn is able to attract and hire
skilled and talented employees in their organisation.
Eliminate barriers of buying: High-quality service is one that motivates customers to buy
products from the firm. On basis of it, a firm can buy products and services of the firm without
any hesitation as they have trusted the organisation. Premier Inn is one of the organisation which
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eliminate different barrier occur in the path of purchase of products in customers. It allows the
firm to increase sales of products and service and also motivate customers to buy products from
company.
Service quality management is one of process which helps to manage service quality delivered to
customers as per expectations it asses ways in which services has been provided which helps
them to improve it in future period of time. It is a process which helps firm for purpose of
identifying problems and also to correct them in order to improve customer satisfaction (Fatima,
and et. al., 2019). There are different methods to be adopted by a firm for purpose of measuring
and managing quality of services. Explanation of these methods in context of Premier Inn is
mentioned below:
SERVQUAL: It is one of method which is used by firm for purpose of measuring subjective
elements of quality of service. With the help of survey, firm can also ask customers in order to
provide rate to service delivered in compare to expectations. It is one of framework which was
introduced in the year 1977 by Zethaml, Berry and Parasuraman. It is considered as one of
holistic framework for purpose of measuring service quality and consist different elements like
security, communication access, curtsey, tangible, access, reliability, credibility, customer,
competence and others. But later on, it was revised in the year 1988 and only combine five
elements. There are different questions to be included in this method and also it is focusing on
different elements of service quality. Some of these elements of included in this method are
mentioned below:
 Reliability is one of ability of firm in which they are focusing on providing promised
quality of services in a consistent manner.
 Assurance is another component which consist knowledge as well as politeness level of
employees in order to develop confidence and trust with customers (Hong, Choi and
Chae, 2020).
 Tangibles is anther component as firm offer it in service by using attractive interior, bed,
towels, pillow and other things.
 Responsiveness is another component which reflect ways in which employees willing for
offering speedy services.
 Empathy is another component that show extent to which employees care as well as offer
attention of individual.
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It is one of model which consist five dimension in order to measure gap among expectation of
customers as well as their perception when it comes to service. It is a framework which is used
by business for different reasons which are mentioned below:
 Understanding of expectations of customers
 Identification of different areas where improvement in quality is required.
 Understanding customer perception for particular services offered by business.
 It helps to target different types of training opportunities for customers in order to provide
support to the team.
Post service rating: It is one of method in which business is asking customers for giving rate to
service offer by firm after delivering it to them. It is one of best approach for business as it make
memory of service fresh. For this, business can use any software where rating box is displayed
over service rating box. In this, customers can give rating to service of firm or can also share
explanatory feedback (Ivanaj, Nganmini and Antoine, 2019). This feedback of customers can be
taken by business from phone support which helps business for purpose of understanding
expectations of customers. In this, business ask to customers where they are satisfied with
service performance and also helps them to stay on line in order to complete the survey. It make
easier for Premier Inn to make customer to give feedback which helps firm in order to provide
better results.
Follow up survey: It is another method in order to measure service quality in which business can
question to customers in context to service quality. It is one of the method which is better in
compare to post service or one time survey methods in order to capture valuable customer
insights. In some companies this activity can be completed with sending emails to customers but
followed up surveys are one that focus on leads with not receiving response at first time (Lee,
and Yu, 2018). It is one of method which is considered as more effective in compare to one-time
surveys as it offer proper time as well as space to customers for purpose of responding. This
approach helps to offer holistic overview of service instead of providing holistic service. It is a
method that measure proper opinion of customers in context to customer service and also it is a
quick measurement. In order to carry out follow up survey, the business needs to consider
different steps which are mentioned below:
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 In order to start, business first needs create an attractive subject line for purpose of
survey. It is considered as most crucial factors for purpose of success of survey for
business.
 In this next stage, business needs to invest in intuitive an smart online survey in order to
comes up with different survey question examples which helps them to comply with
smart survey.
 In the next stage, business needs to provide incentives to customers who spends their
time for purpose of answering question about services offered by firm (Ozbekler and
Ozturkoglu, 2020).
 In the last stage, business needs to motivate customers as motivated customers are
considered as vital assets of a brand. In this, business makes customer to know that they
are important for business.
From above mentioned discussion, it can be suggested to the business of Premier Inn to use
Follow up survey method in order to manage the quality of service. It is one of the method in
which business is taking proper feedback from customers and also making efforts in order to
understand the requirements of customers. It allows businesses to align these requirements of
customers with the offering of the company. It allows the firm to solve the different problems of
customers and also helps the firm in order to understand problems faced by the business. It is
also important for business for purpose of developing a positive image of the company in minds
of customers as it shows them that they are valuable assets of the business.
2. Establish and analyse current service delivery and practices through assessments of the impact
will have on front line employees, their engagement and also managerial implications
A customer service organisation is one of important task for purpose of success of hotel. In
todays time, there are different ways to be used by firm in order to attract guest in business and
make it essential for business to not to loose sights for customers (Palese and Usai, 2018). There
are different types of practices to be adopted in Premier Inn for purpose of attracting and
retaining guest in business. Some of these practices adopted by business in this organisation are
mentioned below:
Focus on face time: It is one of important practices to be adopted in business of Premier Inn as
for purpose of increasing face time, this business is carry out its operation in the digital platform.
It creates the first impression of the hotel in minds of customers and also helps the firm in order
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to communicate different values to guest at times when they are check-in. In order to improve
personal connection with guest, it is important for business to provide warm welcome to business
which will enhance personal connection and also helps them for purpose of retaining guest in
business for long term.
Keep staff happy: It is another practice to be adopted by managers of company as a satisfied
staff helps firm to improve experience of customers and also make them satisfied with services
of company. Therefore, it is essential for business of Premier Inn to focus on improving
relationship with their employees and also realise staff members about importance of high
quality of customer service (Prentice and Kadan, 2019). Managers of business can also empower
these people for purpose of attainment of different goals of customers. Premier Inn is one of
organisation which is focusing on making training activities more fun for purpose of increasing
engagement of employees during process training.
Understand customers and their requirements: It is important for business to know their
customers as it helps them for purpose of getting success in a competitive marketplace. In order
to understand customers, business needs to analyse whether the maximum guest of their
organisation travels for purpose of business or for leisure purpose. Business las needs to
understand the preferences of the customer as it helps firm in order to identify tool which helps
them to enhance preference of customers. For this purpose, business needs to conduct online
surveys and make tracking tool in order to understand the habits of customers.
Create wow factor: It is another important practice of business adopted in Premier Inn where
business is focusing on developing a wow factors which makes proper of an organisation apart.
For this, business needs to provide visual fodder to guest and these people will share different
picture on their social media channels (Prentice, Dominique Lopes and Wang, 2020). It helps
these guest of purpose of increasing awareness of their products. For this, business needs to
invest over different artwork which will be able to gain the attention of customers. This wow
factor in Premier Inn is level of quality of services offered by firm. Their room to different
accessories is attractive which helps firm for purpose of gaining attention and allow firm to
create new and cool experience of guest.
Front line employees: Front line employees refers to those employees who can directly interact
with different types of customers. It is one of category which includes different employees and
among which 70% of employees work over global work population. In hospitality industry, front
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line employees are those who are employed in front office department. It is one of department
which represent hospitality organisation in front of their guest. It is one of important department
in hospitality industry as it interact with guest, solve their queries, ensure all problem of guest are
solve and also making efforts for purpose of avoiding interest of employees. There are different
types of customer services practices to be adopted in an organisation (Roy, Sreejesh and Bhatia,
2019). It creates impact over organization, engagement of employees, managerial implication in
business. Some of these impact of front line employees in context of organisation are mentioned
below:
Front office department is one of department which is considered an an important part of
organisation. There are different practices to be adopted by firm in order to improve experience
of customers. These practices allowed firm for purpose of creating good impression in minds of
customer. It make it easier for front office department as it allow business for purpose of
increasing sales of company. It is also an organisation allow firm in order to retain customers and
also helps them for purpose of attracting new customers in business.
It helps firm for purpose of solving problem of customers which allow firm for purpose
of increasing likeliness in minds of customers. It is important for business to understand
requirement of customers and allow firm to linked it with offering of firm. Adopting of different
customer services practices helps Front line employees to create good impression about
organisation in minds of its customers (Slack, Singh and Sharma, 2020). It also helps front line
staff for purpose of improving satisfaction of customers and also helps to create new experience.
Front employees can also utilize the resources of the firm in an effective manner. They are using
resources in manner which will help them to improve the quality of services offered by them to
guest. It is also important for them for the purpose of arranging resources in a firm which allow
all people to take advantage of it in business and also helps them to avoid wastage of it, as it can
results in increasing cost (Suresh, Mahadevan and Abhishek, 2019). resources of firm can be
used by business in a manner which allow them to take cost advantage and helps them to avoid
wastage which can be result in increased cost. it can create negative situation for business and
also does not allow them to get success in market and also to compete with other marketing
players.
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3. Finally, produce a Customer Feedback System (CFS) framework that the chosen organisation
can utilise to monitor and continually improve service quality
Customer feedback system refers to those system of the organisation which is developed for the
usage of the customer. The customer of the company has provided their complaints and
suggestion to the company. It is one of the most important system of the company which helps
the organisation to make changes in their management according to the needs and desires of the
customers. The needs and desires of the customers becomes dynamic and it demand new and
innovative product in the market and these demand of the customers can be communicated with
the company with the helps of customer feedback system (Tahanisaz, 2020). The management of
premier inn has perform their business in hospitality industry under which the demand of
customer feedback system are increase by the huge number. Customer feedback system should
be included number of factors which helps the customers to provide their complaints and
suggestion in relation to the services and management of the company. The importance of
customers service management are very high which provides many opportunities to the
organisation and the brief discussion related to the same are given below:
Provide effective suggestion and complaints :- One of the most important aim of the customer
feedback system is that it helps the management of the organisation to aware about the
complaints of the customer about their services. It is very important for the management of the
organisation that they developed effective system in their company so that all the complaints can
be solved in effective manner. The management of premier inn has perform the business of
hotels under which different types of services are provided to customer and it very important to
communicate the feedback of the customers so that changes can taken place.
Provides opportunities for growth :- The customer feedback system enables the customer of
the company to provide their suggestions and ideas to the company. There are different types of
customers are came in the organisation which are having innovative and analytical thinking
which provide innovative measures to the organisation (Torkzad and Beheshtinia, 2019). If the
customer feedback system of the company becomes effective and strong then it becomes very
easy for the organisation to get these suggestion which are very helpful for the growth of the
organisation.
Helps to create competitive organisation :- As there are large number of companies are
operating their business in hospitality industry in the market of United Kingdom. All these
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companies are having huge customer base due to their effective marketing techniques and creates
stiff competition in the market. The availability of the competition are negative for the business
of hotel premier inn. The suggestions and ideas of the customers are very helpful for the growth
and success of the company in the organisation. It helps the organisation to make changes
according to the needs of the customers which helps them to achieve the loyalty of the customers
and makes them able to achieve competitive advantage over the others.
Process of developing customer support system :-
The development of effective customer support system is one of the most important and
crucial function of the company which the managers has to maintained in the organisation. There
are different types of steps are present which the managers of Premier Inn has to follow while
developing the customer support system for the organisation (Zhou and et. al., 2021). These steps
has to understand by the managers in effective manner so that it becomes possible to use them in
effective manner. The brief discussion related to different types of steps are given below:
Have clear customer vision :- The vision of the company is the core part of the customer
experience system. It is very important for the organisation that they have clear vision for the
company if they want to develop effective customer support system in the organisation. The
vision of the company should be include the focus and the aspirations of the company towards
proving the services to the customers.
Ensure that customer delight is the end goal :- The delight of the customers not only the part
of the customer service of the organisation but it should be included in the values belief and
culture of the organisation. It is very important for the management of Premier Inn hotel that
they are working for the betterment and happiness of the customers.
Understand your customer
Determination of the customers has played important role for the development of effective
customer feedback system in the organisation. There are different types of customers are present
in the market which are having different types of needs and desires. It is not possible for the
management of the organisation that they target and satisfy the needs of all the customers in the
market. It is very important for the management of the organisation that they develop niche for
their organisation and target particular base of the customer in comparison to all the customer. It
helps the organisation to decrease the wastage of resources. It is very important for the
10

management of Premier Inn hotel that they are working for the betterment and happiness of the
customers.
Capture customer feedback to set customer service goals :- The development of customer
services feedback system has contained different types of functions which helps the organisation
to make changes. The suggestions and feedback of the customers are very important in this
process of the company because it provides opportunity to the company to develop their system
according to the needs of the customers.
Take data driven decision :- It is one of the most important need for the development of
effective customer feedback system that the decision taken by the managers are based on specific
and authentic data. If the decisions of the managers are not based on data ad numeric then it
becomes impossible to take accurate decision for the company.
CONCLUSION
From above mentioned project report, it can be concluded that service quality is one of important
term used in business. It is important for business in order to meet expectations of customers and
also helps business in order to retain customer in business for long term. There are different
types of methods to be used by business in order to measure and managers service quality like
SERVQUAL, post service rating and follow up service. There are different types of service
delivery practices to be adopted by firm in order to create good impression among customers.
These practices includes understanding customers, keep employees happy, know face time of
business and others. All these practices creating positive impact of front line employees who are
employees considered as first one to interact with customers. Business also using customer
feedback system as in order to understand different complaints and problems of customers,
understanding consumer, developing right vision for firm and others.
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