TAL031-2: Service Quality Evaluation of Moor Hall Using SERVQUAL

This report provides a comprehensive analysis of service quality at Moor Hall Restaurant using the SERVQUAL model. It examines the five key dimensions of SERVQUAL—reliability, assurance, tangibles, empathy, and responsiveness—and evaluates how Moor Hall performs in each area. The report justifies the selection of SERVQUAL over other quality assessment models, highlighting its broad coverage of various aspects of service delivery. The analysis reveals that Moor Hall excels in tangible aspects, such as cutlery and restaurant design, and demonstrates strong performance across all SERVQUAL dimensions. The report also identifies a potential area for improvement in the assurance aspect, noting that some customers may feel apprehensive despite the excellent services and facilities. The conclusion affirms SERVQUAL as an effective tool for assessing service quality in the hospitality sector and summarizes how Moor Hall effectively utilizes this model to deliver high-quality services.

Managing service in the
hospitality sector

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Service management in the hospitality industry basically refers to the kind of services,
facilities and provisions that are given to the customers by the relevant hospitality organisation
(Saenko and et.al., 2017). Moor Hall is the selected restaurant which will be evaluated in this
report on the basis of its quality of services that are provided to the customers using appropriate
service analysis tool. The present report will include the application of SERQUAL as the quality
assessing model in this report and also will include the justification of its selection over other
rating scales. Lastly, the report will also include an appropriate conclusion summarizing all the
key points that were identified in the analysis.
.
MAIN BODY
According to Koc and Ayyildiz (2021) SERVQUAL model is designed to compare the
service quality performance and how needs of the customers are fulfilled in particular point of
time. Further, it is also know as GAP model that helps to analysis the service quality of any
particular organisation and it consists of five elements such as reliability, assurance, tangibles,
empathy and responsiveness. This model will be applied to Moor hall restaurant that is located
in Aughton, West Lancashire and is one of the best restaurants currently working in United
Kingdom. Moreover, Perdhana and Ahshen (2021) stated that in the context of quoted restaurant
these factors affect in the following manner: Responsiveness is related to the firm willingness to
help the customer and provide best services. Moor hall also analysis the needs and wants of
customers and then assures that best out is been is given to the customers so that brand image can
be maintained and there are no negative or bad reviews in the future for the firm. Tangibles on
other side refer to physical facilities, equipment’s, and appearance of the personnel when they
meet and greet its customer.
Moor hall ensures that all the equipment’s such as cutlery, bedroom amenities are made
timely and properly available to its customer so that best customer experience can be granted. On
other note Gabrow (2021) stated that reliability is in the SERVQUAL model refers to the firm
ability to perform certain tasks accurately in manner that is promised by the firm. In this regard
the quoted firm is successful in fulfilling all the needs of customers by making certain changes in
its outlets and services so that best of can be given to its customers and also ensure that

customers are not disappointed by any false promises that are made by the firm. Assurance is
another factor that comprises in this model and that means that knowledge and trust that
employees of the any firm give to its existing and potential customers so that confidence and
loyalty can be build up. Moor hall also give full assurance to its customers regarding its services
and quality and also make sure that these are monitored regularly so that if any loophole is found
out than immediately corrective action can be taken. This ensures that even if one mistake is
committed in any case it will be not be repeated in the future. Further, Mitropoulou and Tsoulfas
(2021) declared Empathy is last factor and means that caring and individual attention is paid to
its customers. Moor hall also take care of this by ensuring that personalised services can be given
to each of its visitors so that customer satisfaction is maintained and also brand loyalty is build
towards the firm that will help the firm to generate greater revenues in the future.
Hence, service quality measures allow the individual to spot the areas of improvement so
that easy comparison can be done with other competitors in the market. Moreover clear targets
can be set so that goals of the firm can be achieved in easier manner. For this study the
SERVQUAL model is chosen particularly so that broad overview of moor hall can be easily
generated. There are certain other quality models such as post service ratings, in app surveys,
follow up survey etc. However, these models cover only one particular aspect of the firm
working but in regards to GAP model it covers all the aspects that firm needs to consider while
continuing its operations on large scale. Hence, Pryce (2020) critically argued that when other
model such as post service ratings is considered than it is effective only after particular service is
delivered and cannot be performed earlier.
Similarly in follow up also customers are asked to rate the service using any medium such as
Google form but some people may not find enough time to fill such responses and hence it can
also be ineffective method. Also, Chaturvedi (2017) stated SERVQUAL model analyses each
aspect and in context of responsiveness quoted firm has been named as UK’s Best Restaurant
consecutively at The Estrella Damm National Restaurant Awards 2021. Moreover, it is been
awarded with first Michelin star within six months of the openings. It also rated as 5/5 on trip
advisor for giving extraordinary services to its customers. Also, Moor hall uses Charingworth
cutlery that is internationally renowned award winning Cutlery Company in UK (Moor hall
restaurants, 2021).Further, in terms of empathy and assurance the interior of moor hall is
designed in contemporary style that attract most of its visitors and also greater excitement and

passion is shown up by the team of Mark Birchall that is ready to serve its customers and fulfil
their demands in any time of the day. Also, Savić and Veselinović (2019) said by using the
SERVQUAL model it was easy to analyse that all the employees that are working in the
restaurants are highly professional and qualified and hence they follow certain code of conduct to
address the guests so that uniformity and coordination within its employees can be maintained.
Moreover, this model helped to get detailed analysis of the quoted firm that it is continuing its
success operations through welcoming new additions in its list and also successful in maintaining
the brand image of luxury restaurant through regular feedback and introduce some more
restaurants that will help to generate more profits in the near future. Thus, Koranne (2020)
analysed that this model helps to make certain changes in the organisation in easier manner than
the other ways where a detailed research needs to be undertaken taking all the aspects into
consideration. Here the all the aspects are covered in effective manner as the employees and way
the service is delivered can be monitored easily in timely manner. Moreover, the apart from the
quality of service the employee behaviour and performance through this model would help the
firm to make better business policies and strategies’ in the future.
CONCLUSION
On the basis of the analysis done in the report above, it can be identified that SERVQUAL is the
best model for analysing the service quality in any given organisation. The implementation of the
SERVQUAL model clearly indicates that how the Moor Hall is effectively utilizing all the
aspects of SERVQUAL model and giving services at maximum level. It was also concluded that
the Tangible aspect of the hotel is extremely well achieved and they have also received several
awards for their cutlery and designing of the restaurant. It was also concluded that the hotel
comparatively lacks in the assurance aspect because there are several instances where despite
excellent services and facilities, customers are apprehensive due to the ambience being lavish
and comfortable. Hence it can be concluded that SERVQUAL was the best rating scale that
could be applied to hospitality sector organisation and Moor Hall meets all the aspects of this
scale.

REFERENCES
Books and Journals
Chaturvedi, R. K., 2017. Mapping service quality in hospitality industry: A case through
SERVQUAL. Asian Journal of Management. 8(3). pp.413-423.
Gabrow, R. Y., 2021. Evaluation of customer satisfaction and service quality using SERVQUAL
model: the case of fast-food restaurants in Iraq. Periodicals of Engineering and Natural
Sciences (PEN). 9(1). pp.336-345.
Koc, E. and Ayyildiz, A.Y., 2021. An overview of tourism and hospitality scales: Discussion and
recommendations. Journal of Hospitality and Tourism Insights.
Koranne, S., 2020. A METHODICAL ASSESSMENT OF THE SERVQUAL
MODEL. PalArch's Journal of Archaeology of Egypt/Egyptology. 17(12). pp.967-980.
Mitropoulou, A. D. and Tsoulfas, G. T., 2021. Using a Modified SERVQUAL Approach to
Assess the Quality of Supply Chain Services in Greek Online
Supermarkets. Logistics. 5(4). p.69.
Perdhana, M. S. and Ahshen, O. A., COMBINING SERVQUAL AND IMPORTANCE-
PERFORMANCE ANALYSIS TO MEASURE SERVICE QUALITY IN A HOTEL IN
TOBRUK, LIBYA: A SUGGESTION FOR PRACTITIONERS. Jurnal Sains Pemasaran
Indonesia (Indonesian Journal of Marketing Science). 16(3). pp.195-202.
Pryce, J., 2020. Managing workers in hospitality operations. Managing Hospitality Experiences,
p.46.
Saenko, N. R., and et.al., 2017. Service management in the tourism and hospitality
industry. International Journal of Applied Business and Economic Research. 15(11).
pp.207-217.
Savić, J. and Veselinović, N., 2019. Measuring clients’ attitudes about banking services quality
using the SERVQUAL model. Economic Themes. 57(2). pp.201-217.
Online
Moor hall restaurants. 2021. Online. Available through :< https://studiowilliam.com/moor-
hall/>.