Customer Service Analysis for Premier Inn London Putney Bridge

This report examines customer service quality within the hospitality industry, specifically focusing on the Premier Inn London Putney Bridge hotel. The analysis employs the SERVQUAL model to evaluate service quality, exploring its dimensions such as reliability, responsiveness, assurance, empat...Read More

CUSTOMER SERVICE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing service quality that is SERVQUAL...........................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
For getting success in hospitality industry the most essential thing is the service quality as
if the quality of service will not be good then this will affect business of company. The major
reason underlying this fact is that when the hotels or any other business in hospitality sector will
not provide effective quality of work then this will affect the consumer base (Jasinskas and et.al.,
2016). Customer service is defined as providing proper and effective services to the consumer so
that they are satisfied and happy with the services of company. The present report is based on
Premier Inn London Putney Bridge hotel. The hotel provides for all the facilities like proper
equipped rooms, food and drinks, recreational activities and many other different types of
facilities. The current study will outline the SERVQUAL and its specific dimension. Further it
will discuss about the acid test of service recovery and in end will prepare a tailor made
questionnaire.
MAIN BODY
Analysing service quality that is SERVQUAL
The most essential thing for the hotel Premier Inn London Putney Bridge is that this is
very essential for the hotel to manage its business. The major reason for this is that if the
consumer will not be happy with the service quality then they will not come back to the hotel.
Thus, this will result in the decrease in amount of consumer. Hence, for managing service quality
by Premier Inn London it uses the five perspective of quality of services. These includes the
following-
 Content- this states that whether the hotel is having good content and is following all the
standard procedures or not. This is mandatory for hotel to ensure because if this will not
be there the consumer will not like it.
 Process- this includes the sequential event which hotel has to follow to provide services
to consumer. This is necessary for managing service quality as if people in hotel will not
follow this then consumer will not like it and will not come back to the hotel (Liat and
et.al., 2017).

 Structure- this is also very important as if Premier Inn London is not following structure
then this will affect the consumers. For instance, if at time of main course hotel is
providing for dessert then this will affect structure and service quality will degrade.
 Outcome- this is the fact that whether hotel is meeting the expected outcome of consumer
or not. This is most important in managing service quality because if expected outcome
of consumer will not be met then this will affect the quality of service to a great extent
(Kirillova and Chan, 2018).
 Impact- the impact of effective service quality is that this will influence consumer to
come to the place very often and increase profitability of company.
Dimensions of service quality- the dimension of service quality are as follows-
 Reliability- this states that the service must complete the task which is intended to be
done by the service. For instance, if food is provided then the food must satisfy the need
of consumer.
 Responsiveness- this depicts the willingness of helping consumer in effective manner. If
there is any failure, then there must be quick recovery.
 Assurance- the service must assure trust and confidence to consumer that their need will
be satisfied.
 Empathy- this is defined as the ability to become approachable, understanding, caring
towards need of consumers.
 Tangibles- this is the dimension which is related with the physical facilities which are
helpful in managing consumer service quality and their requirement.
Gaps
Gap is defined as the deviation in expectation of the consumer and what consumer are
getting. The different types of gap which are identified by Premier Inn London are as follows-
 Market research gap- this is a gap which arises when management of the hotel is not
able to conduct market research in proper and effective manner. This gap arises when
hotel is unable to find the current trends and market and consumer requirement.
 Design gap- this is another type of gap in which management of hotel in not in condition
of formulating target level in order to meet the expectation of consumers.
 Conformance gap- this is another gap which arises because actual delivery of service is
not able to meet the requirement of consumers and the goal set by management as well.

 Communication gap- this is the gap which arises when one party is not able to
understand what other party or person is trying to say (Tabaku and Cerri, 2016).
 Customer expectation and perception gap- this is the gap in which hotel Premier Inn
London is not able to understand what consumer wants or desires from the hotel.
Hence, for managing the service quality by Premier Inn London the most important thig is to try
to overcome all the gap. The major reason is that if these gap will be overcome then only the
hotel will be in a position to meet the requirement and need of consumers.
CONCLUSION

REFERENCES
Books and Journals
Jasinskas, E., and et.al., 2016. Impact of hotel service quality on the loyalty of
customers. Economic research-Ekonomska istraživanja. 29(1). pp.559-572.
Kirillova, K. and Chan, J., 2018. “What is beautiful we book”: hotel visual appeal and expected
service quality. International Journal of Contemporary Hospitality Management.
Liat, C.B., and et.al., 2017. Hotel service recovery and service quality: Influences of corporate
image and generational differences in the relationship between customer satisfaction and
loyalty. Journal of Global Marketing. 30(1). pp.42-51.
Tabaku, E. and Cerri, S., 2016. An assessment of service quality and customer satisfaction in the
hotel sector. In Faculty of Tourism and Hospitality Management in Opatija. Biennial
International Congress. Tourism & Hospitality Industry (p. 480). University of Rijeka,
Faculty of Tourism & Hospitality Management.