Service Quality Evaluation: Park Avenue Hotel Case Study Report

This report presents a comprehensive service quality analysis centered on the Park Avenue Hotel, a 4-star establishment in London. The report begins with an introduction to the importance of law and business law, setting the stage for an examination of service quality principles. It then delves into a case scenario involving the hotel, addressing issues related to customer complaints, understaffing, and management practices. The main body critically evaluates key theories and principles of managing service quality, including Total Quality Management (TQM) and the contributions of Deming and Crosby, highlighting the significance of customer focus, leadership, employee engagement, process approach, and evidence-based decision-making. The report assesses the hotel's current service delivery, staff motivation, and customer feedback mechanisms, identifying areas for improvement. Furthermore, it proposes a Customer Feedback System (CFS) framework designed to monitor and continuously enhance service quality. The conclusion summarizes the findings and recommendations, emphasizing the importance of proactive quality management in the hospitality sector. The report utilizes references to support its analysis and recommendations.

FACULTY OF BUSINESS
AND LAW

INTRODUCTION.........................................................................................................................3
MAIN BODY..................................................................................................................................3
CASE SNARIO..............................................................................................................................3
QUESTIONS REGARDING SENARIO IS AS FOLLOWS.....................................................4
1. A critical evaluation of the main theories and principles of managing service quality.
Justify the importance of measuring service quality...................................................................4
2. A critical appraisal of the management of service quality for the given service
organisation. Also establishing of impact with its current services and delivery practices with
motivation engagement of staff...................................................................................................8
3. Produce a Customer Feedback System (CFS) framework that the organisation can utilise
to monitor and continually improve service quality..................................................................11
...................................................................................................................................................12
CONCLUSION............................................................................................................................13
REFRENCE...................................................................................................................................14

INTRODUCTION
Law is considered to be one of the most important part of society which helps in
maintaining of balance and stability in society. Laws has covered all aspects that exists within in
a country or society. They are being formed in order to control crime and give punishment to
those committing it. Business is an activity in which selling and purchasing of product with
services takes place. Business law is that branch of law that makes an organization perform all
function related to business and formation of it. Such laws has put down guidelines which is
required to be followed by an organization for running business and activities related to it. Scope
of business and law is wider because they cover various aspects in an organization. Nature is
dynamic as management of activities is done as per this only. Organization that is been taken in
this file is Park Avenue hotel that is New York based hotel which is serving luxury and primary
services to its customers. Its operations are based in London. This file is based on service quality.
There is case scenario that is been given in the file and question regarding it has to be answered.
Things to be covered in file theories and principals related to management of service quality. In
the end critical evaluation of theories and management is done.
MAIN BODY
CASE SNARIO
The Park Avenue Hotel is a 4-star hotel and has been operating in Central London since
2005. Situated close to Bond street station, the hotel has 100 modern and stylish en-suite rooms,
including standard, executive and premier. In 2007 hotel also opened a conference and
banqueting suite of three event venue spaces that is suitable to host conference, meetings,
weddings and different functions. In hotel facilities includes gym, spa and swimming pool. There
are food and beverages which is included in dining area in which breakfast and lunch has to be
served at Brasserie and William Bar and Restaurant has been introduced during lunch hours and
services in evening with variety of local and international cuisine. It has been attracting both
business and holiday type guest. It has modified its reception, restaurant, rooms, conference and
banquet suite. After this there is increase in Park Avenue Hotel and had 100% rooms and events
bookings. This has increased their profit in more significant manner over that customer complain
has risen in due period of time. Last six months Trips advisor has been highlighting lot of issues
facing by customer in hotel. Facilities are satisfactory but services has decreased and time taken
for waiting has become longer. Staff trying really hard to accommodate all guests as they were
understaffed and unable to cope”, “callous attitude of waiter to solve the problem, no apologies
for inconvenience, lack of clarity about compensation”.
Managing of hotel is being done by mangers only through checking of Trips Advisor
Review that to once in a month and has been instructed to employee to refer directly to him
regarding any complain of customers. Team management has made themselves aware over

customers and review left by them on Hotel’s Facebook page (Griffin, 2020). Hotel occupancy,
conference, and banqueting event bookings have increased, the management team is struggling
to find the time to respond to customer feedback. Service culture has been playing emphasis
more on the important or VIP guest experience. Staff is of the opinion that ownership is not there
and they are not been taken care proper manner. No reward scheme is being active over
empowerment of staff and has been feeling that they are not being valued. Also 50% of staff and
employed over part time. Management team has been supervisor in full time contract and staff
turnover has increased. Also it has been complaint to be paid on minimum wages, bureaucratic
style of management and lack of empowerment is being faced by them. In relation to recruitment
management team has not planned approach and recruits in proper manner. Training lasts one
week and has been providing over job on duty. Hotel has been used to operate goods services
standards in quality assurance, recognition and attentiveness. These standards are neither being
upheld, nor are the management team enforcing.
QUESTIONS REGARDING SENARIO IS AS FOLLOWS
1. A critical evaluation of the main theories and principles of managing service
quality. Justify the importance of measuring service quality.
Total quality management is that kind of management that deals with improvement of quality
and methodology that is customer based and revolves around services. Such management was
developed in Japan for the very first time. Slowly it started gaining popularity. TQM is required
as that set of customer based practices which are mainly focused on improvising of quality and
promotion through process of improvement. Certain principals are there that are required to
maintain good and balanced quality management possible and they are been given as follows:
Customer Focus: In this prime focus is over quality management which is there to fulfil
requirements that has been made by customers. For a hotel like Park Avenue it is going to be
helpful in a way that it is going to make it achieve expectation of customer. Through which
sustained success is achieved when an organization attracts and retains the confidence of
customers and other interested parties on whom it depends. Every aspect of customer interaction
provides an opportunity to create more value for the customer. Understanding the current and
future needs of customers and other interested parties contributes to the sustained success of an
organization.
Leadership: In this different kinds of levels are established with unity over purpose and
direction which is important to make goals and objectives achieved within the organization. For
Park Avenue it helps in creating of unity for the purpose, direction and engagement that makes
formation of strategies possible to make objectives achieved (Grice, 2018).
Engagement of People: It is one of the most important principal that is going to help in
making organization and all employees working in it competent, empowered and engaged with
enhancing of capability to mark value. Park Avenue requires this to manage all process related to
service in effective and efficient manner. Also this hold importance over involving all person and
levels for respecting all individuals. This helps in recognition, empowerment, and enhancement

of skills and knowledge facilitate the engagement of people in achieving the objectives of the
organization.
Process Approach: Consistent and predictable results can be achieved through this and also
effectiveness with efficiency. It basically focuses upon managing interrelated process which
makes functions as a coherent system. For Park Avenue hotel this principal makes quality
management system to make interrelated process smooth. This makes an understanding of result
as a procedure within the system that includes all resources, process, controlling and interaction
possible which is going to allow organization to optimize its performance.
Improvement: A successful organization has an ongoing focus through improvement. Park
Avenue hotel is to be benefited from this in a way that it make improvement very much essential
to enhance performance of current level. This is helpful in reacting over changes within internal
and external condition over new opportunities.
Evidence based decision making: Decision is based over analysis and evaluation of data
information which is likely to attain desire result. Park Avenue is going to be benefited because
decision making is a complex process and includes some uncertainty. Further it involves various
types and sources of input. Also interpretation is done that is subjective. This is another
important thing to understand that cause and effect relationships and potential unintended
consequences. Facts, evidence and data analysis lead to greater objectivity and confidence in
decisions made (Cordy, 2018).
Relationship Management: This is helpful in sustaining success, organization managing
over relationship through interested parties and suppliers. Park Avenue hotel is helpful through it
because influencing of performance within an organization. Also it makes sustained success is
majorly likely to make achievement of an organization through managing relationship with
interested parties over optimizing impact of its performance. Relationship management is also
done with supplier and partner network that is very important part.
Various theories are there is going to be helpful in giving more specific explanation about quality
management. Such theories has been explained as follows:
Deming’s Theory of total quality management is based on fourteen points which helps in
managing over identification of system through profound knowledge and also makes
enhancement within the understanding of various aspects within an organization. The person
who has made this theory is known for its ratio quality that is equal and makes resulting of work
efforts by including of total costs. In this an organization is required to be focused over costs
while maintaining deteriorates. Also demanding system has to be performed over knowledge that
consists of following points:
System Appreciation: Understanding the manner in which an organization and process that
makes system work.
Variation Knowledge: Variation occurring and causes is being done through understanding this
makes variation possible.

Knowledge Theory: This is related to gaining of knowledge which makes understanding
possible.
Psychology Knowledge Under this nature of human is being studied.
In order to make awareness of various knowledge in association to Parke avenue hotel an
organization the quality can be understood as a topic. As using of knowledge is always going to
improvise quality and services of hotel. There are fourteen points which are being mentioned
within the theory that makes quality time management possible and has been explained as
follows:
1. Creating consistency towards purpose
2. Adoption of new kind of philosophies
3. No dependences should be there over inspection
4. Business should not be awarded over price
5. Aim is to do continuous production through improvement in services
6. Job training enhances employees capabilities
7. Leadership should be implementation of edge
8. Fear should be removed form organization
9. Getting rid of standards and quotas
10. Motivation should be given to employees
11. Make sure that management structure is maintained with strong strategies
This theory makes a creation of cycle possible that helps in creating of improvement. Further
makes paining possible which helps in achieving of goals and objectives. Further makes
implementation of improvement process. Also it is going to help in making sure that quality is
being is being improved upon day to day basis of services been provided by hotel (Conklin,
2019).
Crosby’s theory is based on money and quality which means that money spend is going
to enhance quality. Also he gave views much like Deming. He has also given fourteen steps to
make improvisation in quality and makes quality management possible. The person developed
theory has given his own points over this which are based on
 Quality is the utmost priority and analyzed
 Preventing of unwanted materials helps in maintaining of quality
 Defects should not exists for this every detail should be analyzed properly
 Quality is measured by the price of nonconformity
The fourteen steps to continuous quality improvement, for Crosby
1. Management should be commitment towards goals and objectives
2. Quality team should be keeping check over process
3. Provide awards for quality improvement activities
4. Trained supervisor should be there

5. Encouraging of employee should be there for solving issues
6. Commitments of zero defects
7. Ensure that employees and supervisors understand the steps to quality
8. Demonstrate your company’s commitment by holding a zero defects day
9. Goals should be set over time period or scheduled manner.
10. Determination of root cause and removing it over the process
11. Creation of employees is over initiative through programs
12. Creation of quality council is going to be helpful over holding regular meetings
13. Repeat the process to attain quality
Joseph Juran’s Theory is responsible for making and helping in improvising of quality.
Also quality trilogy is making quality planning improvising while controlling it. If an quality is
being improved making quality control possible. Quality of improving project is being successful
and all quality improvisation action should be planned in possible and controlled way. In this
there are ten steps which has been told by him to control quality and they are as follows:
1. Awareness over various opportunities is needed to make improvement possible
2. Determination of goals should be improved
3. Organizing in a way to make goals and objectives to be achieved
4. Training is required for the employees
5. Initialization of project should be done
6. Progress should be monitored on regular basis
7. Results should be reported
8. Achievements should be improvised
9. Repetition should be made
10. Monitor progress
Ishikawa’s Theory it has been formed by Dr. Kaoru Isikawa and is known for its
development theory over how organization requires to handle projects that works over project
improvements. In this theory main focus is over quality of human standpoint. Various points has
been explained by him in order to make this possible and they are seven. Given as follow are
some tools (CARTHEW, 2020).
Pareto Analysis – Helpful in identifying of problems that are huge in nature
Cause and Effect Diagrams – Cause over effective diagrams is helping to get root cause out of
problems
Stratification – Collecting information is being analyzed through information and coordination
Check Sheets – Checking over problem occurrence
Histograms - Histograms monitor variation.
Scatter Charts – These are there to demonstrate relationship of different factors existing.

Process Control Charts – It is helpful in determining of focus over various factors.
This theory deals with encouraging employees to fix defects over keeping issues logs and
makes defects zero. Also give assurance with supervision in order to understand steps of quality.
Demonstration of organization is being committed by holding zero defects. Goals are set for
various time period to accomplish them and determination of main cause. This also makes
creation of incentives with program for employees. Over quality and council is holding regular
meetings. All these helps in improvising quality at most of the time makes it possible.
These are various kinds of theories that has been used by Park Avenue to maintain its
total quality management possible and helps in fixing problems related to them and has been
covering six sigma which makes possibility of quality management possible in the hotel. It is
required to remember that various guidelines has been set by the theory and an organization
should apply them according to their existing condition. Also various principles has been
explained that makes park hotel to do committed towards leadership and makes staffs
enhancement in their skills.
2. A critical appraisal of the management of service quality for the given
service organisation. Also establishing of impact with its current services and
delivery practices with motivation engagement of staff
Service quality management is that kind of measure in which customer’s satisfaction is kept at
priority and the organization has to act accordingly. SERVIQUAL service quality is known
widely for its empirical testing and generally accepted for definition of quality and services
literature. It has been highlighting main components only which are there with high quality
services. Also elements of service quality is being related to ability over performing reliability
under which performance of promise is dependent and also accurate. Knowledge is been given to
all employees and ability to make or conveying of trust and confidence. Also tangible
appearance of provisionthe promised service dependably and accurately • Assurance - the
knowledge and courtesy of employees and their ability to convey trust and confidence(Butovsky,
Savage and Webber, 2016)
• Tangibles - the appearance of physical facilities, equipment, personnel and communication
materials
• Empathy - the provision of caring, individualized attention to customers
• Responsiveness - the willingness to help customers and to provide prompt service
MEASURING
QUALITY SERVICE DELIVERY GAPS •
 Gap 1: In between desires of the market and the understanding of management- when the
project manager does not adequately understand whatever the consumers need..

 Gap 2: Among understanding of management and definition of service quality-Does not
establish acceptable performance targets. Example will be if hospital supervisors order
nursing to react 'quickly' to a request, yet do not define 'how quickly.'
 Gap 3: Among quality of service requirement and service provision-poorly qualified
staff, unable or refuse to accept the defined quality of service.
 Gap 4: Service provision as well as effective external-Statements made by the senior
leaders and advertising campaigns.
 Gap 5: Among planned product and experienced service-Consumer misunderstands its
level of service.
IMPROVING SERVICE QUALITY: It is among the most critical aspects that leads to
the integration of the company via the fulfilment of a criteria as well as the screening process.
Also it maintains an efficient and comprehensive feedback process which defines standard
procedures. Clear performance expectations specifying and sometimes revisiting their essential
business objectives. Continue training and reskilling, particularly on work. Motivate workers.
Getting a good picture of the role you would like to take in the consumer market. Clear plans for
recovery.
IMPORTANCE OF SERVICE QUALITY MANAGEMENT • Guarantees high standard
of goods and services. • Vital to consumer satisfaction that contributes heavily to customer
satisfaction • enables the organisation to plan and produce a product that the customer really
needs and requires. • Guarantees improved sales and enhanced efficiency for the company. •
Maintain good communication between the employees of the organization;
If companies try to improve the customer engagement plan, it is important to ensure which
client service customer care activities operate smoothly. In order to do this, it is essential to
analyze not just the output of individual workers, and also the quality control strategies in place.
Below are styles for enhancing the quality of systems integration at the support center.
Encourage agent feedback. Representatives are the front sides of customer support and also
have a clear understanding of what consumer needs might be. Enabling input through agents on

superior customer service activities is indeed important, although peer review can also promote
teamwork and enable members to develop through professional experience.
Have agents listen to their calls. Throughout training session, representatives must be given the
authority to attend to their calls while debating the aspects to strengthen. By taking process down
and closely observing issues such as language, comprehensiveness, and desire to improve initial
resolution time, agents may get a deeper understanding about what their support appears like it
and implement modifications.
Send post-contact surveys after every interaction. No matter how much goals are established
throughout the dealing with customers of a call center, this same client must always arrive
initially. It indicates that customer response is almost as important as every mentor or manager
input, and quality assurance need the response queries during each service encounter. Reply-
contact studies also included questionnaire which specifically address the client's requirements
and desires with such a multiple choices segment for specific questions.
Establish clear KPIs. It's also crucial for certain call center staff to know how the KPIs are
working towards, and therefore it is essential to formulate clear objectives. Agents and managers
should really be able to access KPIs together with everyone’s professional accomplishments, and
resources such as blended learning will inspire agents to fulfil their needs and accomplish their
goals.
Evaluate regularly: Agent has to be monitored and coached over regular basis which is going to
make them consistent. While enhancing performance and improvising skills to gain knowledge
over the subject. This can be understood through example like monitoring of calls every week is
helpful in bringing feedback that is going to allow agents to perform on regular basis through
improving all the flaws that exists previously. All of it is going to make monitoring session to be
performed with smoothness.
Give all agents clear and consistent standards: All the agents should be given equal chances
over forming success this is very important for making consistent standards to be achieved. Also
it makes establishment of clear points with resolution over priority to reduce average handling
system. Tools utilization is learned and scripts set should be followed is being learned. All the
step is being learned by the agent to achieve compulsion.
Take a team approach to eliminate bias. Quality management is always subjective over team
approach for analyzing performance of employees. Mangers from other team is going to be
helpful in gaining of feedback which is going to bring wider perspective by achieving objectives.

Such kind of things or idea leads towards less biasness and leads towards making an agent to be
selected over his or her talent.
SERVQUAL this is another instrument that is important from of research instrument which has
been designed over capturing consumer exception with perception of service through various
dimensions that are believed to represent service quality. This was build to create an expectancy
with disconfirmation this means that service quality is being understood to an extent that
consumer and per-consumption exceptions of quality is being conformed through actual
perception over service with experiences. When the SERVQUAL questionnaire was first
published in 1985 by a team of academic researchers, A. Parasuraman, Valarie
Zeithaml and Leonard L. Berry to measure quality in the service sector,] it represented a
breakthrough in the measurement methods used for service quality research. The diagnostic
value of the instrument is supported by the model of service quality which forms the conceptual
framework for the development of the scale (i.e. instrument or questionnaire). The instrument
has been widely applied in a variety of contexts and cultural settings and found to be relatively
robust. It has become the dominant measurement scale in the area of service quality. In spite of
the long-standing interest in SERVQUAL and its myriad of context-specific applications, it has
attracted some criticism from researchers. In order to improve service quality management is
required as an team effort to be done across the contact center by keeping needs of person in
mind and has to be fulfilled through this process (Arnow-Richman, 2020).
3. Produce a Customer Feedback System (CFS) framework that the
organisation can utilise to monitor and continually improve service quality
The chat that has been explained bellow gives and ideas about how customer satisfaction is
gained within in an organization like Park Avenue. Ana customer feedback system is that kind of
system which is been followed by an organization and allows business for understanding of
customers and clients in better manner. This feedback system is being designed for helping
customer to gain satisfaction with various kinds of options that is being made to an organization
over product and services that is being sell by it. Further the table explains about how customer
satisfaction can be gained through services by Park Avenue. Writing a Customer Feedback
Survey following things are to be kept in mind
 Purpose or title is required to be made
 Determination of receiving feedback over survey should also be done
 Identification of questions to be asked has to be done
 An regards page should be required
 Customers feedback should be traced
In this kind of survey it is required by Parke Avenue to focus and purpose has to be defined
which is going to promote customers by giving most of the feedback. If customer is confuse then
wasting of time cannot be done and a quickly feedback survey is being done. In this there has to
be a simple step for customer to give the required feedback and it is the duty of the hotel persons
to make the feedback easy for customers to be answered. At the very beginning of your
questionnaire, tell the customer what the survey is about and why they are taking it. Then, make

sure you create a concise, clear title that reflects that purpose (Ahlström and Sjåfjell, 2020)
((Andrade and et. al., 2020).
CONCLUSION
In this file the concept of law and business is being covered that is very important for an
organization to run it. Also in this file the concept of management of accounts is being done that
has been explained in form of principals and theories. Then a critical analysis is being done over
various instruments to be used for this purpose. In the end produce a Customer Feedback System
(CFS) framework is being explained.