Premier Inn: Service Quality, Employee Impact, Customer Feedback

This report provides a comprehensive service quality assessment of Premier Inn, a hospitality industry leader. It explores the importance of managing and measuring service quality, highlighting methods such as Total Quality Management (TQM) and SERVQUAL. The report examines Premier Inn's current service offerings, including accommodation, dining, and family-friendly amenities, and analyzes the impact of these services on frontline employees. Furthermore, it delves into the customer feedback system, emphasizing its role in improving service quality and customer satisfaction. The analysis incorporates factors like customer expectations, hotel reputation, competitive advantage, and profitability, ultimately aiming to provide insights into enhancing Premier Inn's service quality and maintaining a strong market position.

Service quality assessment

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1)Importance of managing and measuring service quality and service quality management
methods:.......................................................................................................................................3
2)current service of premier Inn and impacts on the front line employees: ...............................7
3) Customer feedback system....................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Services quality refers to a measurement which the company used in Order to determine
the effectiveness of the company. The aim of using this plan of action is to satisfy the large
numbers of the customers in effective as well as efficient manner. In this strategy the
organization compare the performance of the employees as well as organization for the long
term success in domestic as well as international marketplace. It helps in improving the quality
of work in order to accomplish the goal of the organization. Along with that it deliver huge
support in improving the Image of the company in the market to attract large numbers of the
customers(Buhalis, and Sinarta, 2019).
The present report is based on the Premier inn which is hospitality industry. The organization is
established in the 1987 and founded by Whitbread. It is one of the largest private limited
company which is preferred by the large numbers of the customers due to exclusive and
premium quality services. The report will examine the measuring and managing services quality
and method for the welfare of the organization. Along with that the report will highlight the
current service quality of the organization and impact on the front line employees and their
engagement. Furthermore, the report will shade a light on the customer feedback system.
MAIN BODY
1)Importance of managing and measuring service quality and service quality management
methods:
Managing and measuring service quality in the management are important for the
customer expectation and customer satisfaction. The service quality are also important for the
hotel reputation and their brand image. The quality of service cannot be ignored by the
hospitality because it can be lead in the dissatisfactions. Service quality management is managed
and measure by the manger of the hotels and hospitality, so manager should care about the
important components which are service strategy, service performance, and then customer
results. There are various importance of service quality managing and measuring.
 Satisfaction of customers: The customer satisfaction are important for the hospitality
because it is term to measure the service offering by the Premier Inn hotel and measuring
the customer satisfaction. Customer satisfaction plays essential role for the profit of the

organization and revenue is only generate by the customers. So, managing and measuring
service quality are important for the customer's as well as with the help of customers
manager can improve their quality of service as compared to customers expectations. The
two aspects which are considered for the customer's satisfaction that are customers
perceptions and customer expectation (Keshavarz and Jamshidi, 2018). This two aspects
are important that helps in measure and mange the quality of service. If customers
expectations are not fulfilled than it can lead in dissatisfied. It helps in improve and
enhance the quality of customers service.
 Reputation of hotel industry: The quality of service are important for the reputation and
goodwill of the company because the good image of industry are essential for the survival
in the competence market. If the hotel industry have positive image that they can attract
new customers but ensure that service quality must be good that's why managing and
measuring service quality are important for the hotel industry.
 Competitive advantage: The measurement of quality of service are important for sustain
in the competitive market. In the hotel industry, there are many hotels which are famous
and provide bets facilities and high competitive market in hotel industry that's why
management of service quality are essential to gaining sustain in the market. It is critical
to become success in the highly competitive marketplace so, organization should consider
the service quality.
 Hotel rating: The hotel rating on websites are common and management system are
always looked for the rating by customers on the basis of service quality which are
delivery by them. Hotel ratings always motivate the hotels operators to manage and
improve their quality of service. In further aspects, if hotel provides the best servile
facility to customers than they express their experience with hotels through the rating ,
which may lead in better performance of hotel. The hotel rating could be bad or good,
both are based on the service quality which are delivered to customers.
 Profitability of the company: The managing and measuring service quality are
important for the company profit. The quality of service are strategy of the company to
gaining profit and generate revenues (Afthanorhan, 2019). Service quality are essential
for the survival of hotel industry.

 Customers feedback: Good customers feedback are essential for hospitality to measure
the service quality. If hospitality provide best service facility to customers like quick
service, free candy and snacks and water bottle at no charge than customers give good
feedback and it may be bad feedback as well. So, hotel operators can improve their
services with the help of customers feedback.
 Analyse and improve performance: The measurement of service quality are important
for analyse the hotel performance which indicate that where we stand so that can helps in
management and improvement of the quality of service which are delivered to customers.
The managing and measuring of service quality is record and identify the performance of
business which helps in improving and managing the service quality of hospitality
industry.
 Customer retention: Quality of service is most effective way to retain the existing
customers as well as acquire the new customers. Because the customer's need service
facilities and want the best quality service which can be delivered so, managing the
quality of services are important for gaining new customers and customers retention.
Methods of service quality management:
The service quality management are essential for the improve and enhance the customers
satisfaction and get clear targets to achieve a success in the hospitality industry. There are
various methods that are used for manage and measure the service quality of hospitality which
are:
 Total quality management:
The total quality management method in hospitality is used for achieving business
excellence and improve the guest satisfactions as well as acquire the customers satisfactions. The
total quality management is a method where management and employees continuously ensure for
the long term customers satisfaction and customer loyalty. The TQM process are also aligning
for the organization goals at senior management level, middle management level and operational
level. In further illustration, total quality management is ensured that employees must working
towards the improvements of services and long term success (Chiarini, 2020). The guest visiting
at hotel with their expectation for service quality. The total quality management is categorized in
four which are plan, do, check and art. It also referred as the PDCA cycle.

The Premier Inn hotels a TQM method for the consideration in the hospitality as a
managerial approach, the Premier Inn hotel used the operational process which are managed,
perform and controlled. The total quality management analysis the guest feedback, requests and
their complaints which should be provided guidelines for formulate the TQM in housekeeping.
The hotel house keeping is work in the coordination and management the quality of service. In
simple words, TQM providing better services quality for the customers that helps in track the
balance between the customer perception of service and customers expectations of the service.
With the help of TQM hotels can get more information from the customers and reduce the gap
between the perception and expectation of the service which delivered to customers.
 SERVQUAL method:
The SERVQUAL method are use in service quality management for the hotel industry.
This method work on the five dimensions of quality of service that are: reliability,
responsiveness, assurance, tangibles and empathy. The SERVQUAL method based on the gap
analysis that identify and show the difference between the customers expectation and customers
perceptions. SERQUAL method the hotel verify the customer satisfaction possibilities with the
help of gap model. The customers expectation and their perceptions can be analysed with the five
RATER dimensions of SERQUAL method.
Responsiveness: the responsiveness is reliable in the management and measuring the quality of
service and responsive done by the customers which can consist the quick service of employees.
Reliability: the reliability is considered the ability to deliver service in accurate manner to
customers as well as provide services accurately as compared to promise.
Tangibles: the tangibles are based on the physical aspects and assure about the equipments,
employees and buildings.
Empathy: empathy include the customers care and attention (Midor and Kučera, 2018). The
service providers should understand the customers needs and expectation and provide better
service quality to customers.
Assurance: the assurance dimension are used for employees and asked questions to the
customers about the employees behaviour or polite. This helps in enhance the level of confidence
of customers which are really adequate by the service quality.
This is the complete aspects for measuring and management service quality such as competence,
credibility, access, security, courtesy, communication and five RATER dimensions. These

dimensions are not independent because the customer aspects the expectation and their
perception which must be fulfilled their needs as well as depend on the specific service which are
provided by the hospitality industry. This method are helps in provide the qualitative model for
improving and analysing the quality of services.
The improvement of service quality can be depended on the performance, communication
and their understanding as well as service quality gaps like service delivery, perceived service
quality, marketing communication, management perceptions and quality specification provide a
meet up with the customers expectations.
2)current service of premier Inn and impacts on the front line employees:
The report is based on the Premier Inn hotel and it provides various types of service
facilities in order to attract the new customers. The organization is giving the great quality of
services to the customers as well as the company gives accommodation services like five and
three stars in which customers can book their rooms according to their budgets (Hartwig and
Billert, 2018). In addition to this, the premier Inn hotels reception desk meet international 5 star
standards and provide there customers high level of services. The premier Inn provide the safety
and clean-protect which are priority of hotels and super comfy hypnoses beds.
Premier Inn have 800 and more hotels with the room and food facility in the flexible
rates. They provide the variety of rooms like premier plus rooms, standard extra rooms, twin
rooms, and family rooms as well as also provide the assessable room for customers who are
disabled, guests who are use wheel chairs and the tea and coffee facilities in the rooms. The
premier Inn is the family friendly hotels where family can come to stay because they provide
family room with single beds and family room with travel cot (Filimonau and Magklaropoulou,
2020). They prove a better service facility for the children like food for little ones, those children
who are 2- 16s they can eat food for free if one adult order a full premier meal deal or breakfast
as well as provide theme menu for the children's, Brewers Fayre, table, Whitbread Inn, Beefeater
and cookhouse + pub.
The premier Inn are famous in breakfast, tasty meals deals and delicious desserts treat as
well as with the food they provide premier Inn Clean-protect promise for the safety and well-
being of the guests who are visits at hotels and cleaning environment developed with the
Diversey partnership, who provide the hygiene products supplier for the health care of hospitality

industry. A famous breakfast of premier Inn provide unlimited buffet and any two children's are
eaten breakfast for free. The premier Inn have a bar and restaurant on site as well as offer the
Hub by premier Inn offers stylish, smart rooms across the London (Richard and Ojino, 2019).
The ZIP hotels by premier inn, in the ZIP room customers can eat, work, and chill with the
drinks and snacks at the bar, free Wi-Fi and workstations as well as provide chill out areas with
football table and TV for all games and moreover, ironing room on each floor of the hotel which
is free for visitors. The premier Inn is the ideal base for the romantic gateways. Premier Inn also
provide the mobile app facility for the customers to easily book their rooms for stay and enjoy.
The premier also provide the quality service like bike friendly hotel where visitors can keep
bikes in their rooms or stored safely for customer satisfaction and customer retentions.
The premier Inn are support to community and donating surplus food to communities,
charity and partnership with the fareshare and the real junk food project for donate foods as well
as supporting Ukraine for gaining customer loyalty.
Impact on the frontlines employees:
Front-line employees are those who directly interact with the customers for the speed up
service delivery and the front-line employees are the face of the hotel because everything's
depend on the front-line employees that how to handle customers and communicate with them.
The front-line employees are those who provide immediate service to the customers. The
customers can only satisfied with the service facilities which are delivered by the employees.
The hospitality work of front-line employee's effect the personal resources in the form of creative
performance, proactive personality, work engagement and proactive customer service
engagements.
The work engagement in the hospitality moderate the relationship between proactive
performance and creative performance as well as the proactive performance effect the positive
impact on the work engagements (Boukis, 2020). The assessment impact on the front line
employees. The concept of customer engagements are based on the services which provided by
front-line employees to the customers which can define the behavioural perception of customers
toward the company as well as the customer's satisfaction are based on the level of understanding
with the employees who are directly interact with the customers. The role of front line employees

is providing immediate services to the customers and enhance their satisfactions towards the
hospitality industry.
The front-line employees are not only focus on the customer's satisfaction, but they also
focus on the profitability of the company. The interaction between the employees and customers
or visitors are effective that can influence and change the perception of customers towards the
hotels. The front-line employees play an important role in service rating and feedback of the
customers. In addition, the front-line employees are creative and knowledgable as well as cross
cultural workers. There are various impact on front-line employees, their customer engagement
and managerial implication by the assessment of services (Tian, 2019).
 Decision making approach: The decision-making power are delegate to the front-line
employee which helps in improve the service experience because employees go through
to adapt and learn. They make instant decisions that can create values for the customers
and generate profit for the business. The decision-making power of employees are getting
strong because they make decision on daily basis which helps in managerial operation of
the company and profitable for the hotel industry.
 Employees driven innovation: Employees are always come up with the innovation
solutions for the customers. The innovation helps in measuring the key performance
indicators that are relevant to customer's service like customers feedback and rating. The
innovation driven based on the success and objectives of the hospitality industry.
 Motivating through encouragement: Employees are getting motivated through the
encouragement so, employees should be given some incentives to ensure the customer
loyalty and their satisfactions as well as Hotel industry should offer some incentives in
form of perks for the positive feedback of customers. The front-line employees helps in
the reflect the values, culture, vision and mission of the company. Employees are getting
motivated and feeling confident through the encouragement that helps in the development
and growth of the employees within the hospitality industry on the job role.
 Socio culture: The positive impact on front-line employees is that they engage with
customers as well as interact with different cultural customers on the daily basis who are
visit in hotel, which can result in the front line employee may be become the socio
cultural workers. In the socio cultural, language are the biggest barrier when other
cultural customers are visit that's why employees learn something daily on their job. In

other words, the all visitors are not from the same cultural background who are visit at
hotel, they may be from different cultures so, the front-line employees are become expert
in the handle and manage different cultural visitors. It helps in the reduce the
misunderstanding between employees and visitors because of different cultures.
 Behavioural: The front-line employees behavioural are getting polite because they
interact customers with the polite behaviour on daily basis (Johnson and Park, 2020). In
addition, the front-line employees are communicated everyone with the respect that can
helps in attract the customers. The customers not only depend on the quality of service,
but they also prefer the good behaviour from the employees so, front-line behavioural are
calm and polite for the customers and everyone. If employees are interacted with the
customers in rude behaviour then they can rate negative feedback and moreover it can
affect the reputation and image of the company. The polite behaviour of employees are
reduced the conflicts.
 Effective communication: The front-line employees are interacted or communicate with
customers daily so, they are communicated effectively with the customer's and managing
everything as well as provide better service quality for the customers expectation and
their satisfaction. The communication is no more barriers for the front-line employees
because they are expert to communicate with the customers among the respects (Afsar
and Shahjehan, 2018). The employees easily guide and understand the customers
problems and provide high quality of customers experience.
 Effectively manage: The front-line employees know how to manage the situation and
any condition which may occur in the hotel industry because they have experience of
customer's handling which can increase the level of satisfaction of customers through the
quality of service which provide by the front-line employees as well as level of
engagement of customer with the employees indicate an interest and connection with the
hotel services. The employees effectively manage the customers that can help in enhance
the profitability of business as well as value of the hotel and reinforce the reputation.
3) Customer feedback system
Customer feedback system refers to the tools and techniques for managing the customer
satisfaction for improving the value of the company in domestic as well as international
marketplace. It is one of the best way to determine the effectiveness of various plans of action

used by the company. It is important to satisfy the large numbers of visitor in adequate manner
because if they are not satisfied with the services of the company than the individual person will
decrease the rating of the hotel which further result in decreasing the sales of the company as
well as revenue of the organization (Aksoy, King, and Chun,2019). In context to that the hotel
premier inn consider the customer feedback system as the essential element for the success of
the business. Basically the customer feedback system help the hotel in identifying the taste and
preferences of the customers. Moreover, it contributes in the process of decision-making for the
satisfaction of the customers. It helps in collecting the information which is important for the
success of the hotel as it involve the opinion of the visitors. The hotel used this technique to
determine the strength and weakness of the organization. Certain benefits the hotel squire due to
utilization of customer feedback system. For instance, it delivers assitance in improving the
performance of the company and boost the positive culture of the organization. Apart from hat it
helps in improving the skills and knowledge of the individual person. For the accomplishing the
goal of the organization the premier inn should consider the steps of customer feedback system
which is mentioned as follows:
Ask for customer feedback: for improving the quality and procedure this is first step to
considered in effective as well as efficient manner. In this step the individual person or the
organization collect the reviews of the customers about the likes and dislikes which is associated
with the organization. The useful comments and the reviews of the customer help the
organization to grow faster and accomplish the goal in an appropriate manner. Due to that the
organization is able to target the specific audience and the market in order to service in domestic
as well as international marketplace (Zameer, and et.al 2019) . In the modern era in which the
large numbers of the people are depended on technology and digital media it is easy for the
organization like premier inn to collect the feedback from the customers. For the monitoring and
tracking process the company can used the survey tool for delivering questionnaire to the
potential customers. With the assistance of that the organization is able to determine the opinion
of the consumer regarding the services and the quality of work. In general the quality and
standard of services improve the value and performance of the organization.
Apart from that the organization collect the reviews of the client from the online platforms such
as Instagram, Facebook, Whatsapp, google, Pinterest, trip advisors etc. through this platform the
organization make sure that the visitors or the client are satisfied with he services or not. In order

to deliver their opinion the customer leave comment or reviews on the post, story or the websites
of the organization for the further improvement or for appreciation. Beside that the company can
develop the relationship with the potential customer by responding on the reviews of the visitors
and take action in context to improve the quality of services which will make the client happy.
The services quality is the most challenging task for the organization. With the assistance of
customer reviews the organization is increasing the awareness about the brand among the people.
Apart from that the reviews and quality services of the organization is the main reason the
organization is growing aster day by day (Padlee, and et.al 2019.).
Categorize: for the further improvement it is essential to categorize the feedback into different
areas because it involves the goal of the premier inn. The feedback of the customer can be
negative as well as positive as per the preferences and sanctification of the consumer. The role
and responsibility of the organization is to turn the negative comment into positive for long term
success. The premier inn should bifurcate the comment into different categories such as
customer services feedback, food and beverage, accommodation, entertainment or recreation etc.
for the categorization the company should analysis variety of the feedback associated with the
services quality (NGUYEN, and et.al2020.).
The categorization of feedback work as the area of improvement. The premium inn can
determine the particular area which make sense and deliver support in the operation of business.
In order to that the organization focused on the majority of the feedback which the customer
deliver for the welfare of the organization Because it will not satisfy one person only but help in
delivering values to the large numbers of people associated with the organization. Without the
categories it is hard for the organization to resolve the issues of the visitors and deliver
assistance to the clients for the hotels value. Due to that the company is able to maintain the
scale of success.
Act on the feedback: it is the step which is responsible for the further improvement. After
collection of feedback categorization it is important for the leading organization premier inn to
take action for the further success and deal with the forthcoming challenges in effective as well
as efficient manner. The feedbacks are basically related with the productivity, services,
management and workflow of the organization. The management or the manger of the premier
inn has the opportunity to form a plan of action as per the preferences and feedbacks of the
customers. In the Hospitality industry it is important for the hotel to give attention to the

individual person. By taking action on the feedbacks of the customer ,the premier inn has the
possibility to improve the performance of the business and encourage the employees to develop
their skills and knowledge in effective as well as efficient manner (Mercan and et.al 2020).
For the better future the company resolve the problem of the customers and make the
experience of the customer better with the association. Taking action on the feedbacks of the
customer worked as the marketing as one person share their values and satisfaction to other
people after resolution. In context to that the organization share concern or care to the customer
that help in attracting the customer and satisfy with the hotel. It improves the performance, skills
and knowledge of the individual person working in the organization. If the premier inn solve the
issues of the feedbacks or the negative comment on time the customer feel like the organization
is providing values and considering their opinion.
Follow-up the customer feedback: after taking the action it is important for the organization to
acknowledge the customers that the issue which the client is resolved in effective as well as
efficient manner. It allows the customer that the organization is making concern toward the
feedbacks for the area of improvement. It helps the organization in delivering transparency and
building trust of the customer for the long term journey of the organization. In context to that the
premier inn can deliver respond like thank you for sharing your useful feedback and show your
concern toward the organization. It helps in delivering positive values to the organization
(Kasiri, and et.al 2017).
Due to responding and by working on the opinion of the people the organization can improve
the quality of services. In context to that the premier inn can provide thank you message through
the mobile phones, email , letter, card or phone call. For instance the company can respond like
that you for haring your values in your precious time. It helps in delivering the happiness and
satisfaction to the customer and allow the used to acquire the services again in the future. In
context to that the company can offer some sort of discount, voucher or bonuses in adequate
manner.
CONCLUSION
From the above report it will be concluded that the organization has the opportunity to
grow higher and generate the revenue in effective as well as efficient manner. Along with the
report acknowledge that the services quality is the essential element on which the organization
should focus for the long term success. The company is growing higher and obtaining positive

result from the market by continuous improvement in the services quality. The presented report
highlighted the method which the company can used for further improvement that includes total
quality management and SERVQUAL method. Apart from that the company is focusing on
various areas and making the best journey with the potential customers (Joudeh, and Dandis,
2018). Furthermore, the report highlighted that for the success of the business enterprises it is
important to receive the feedbacks from the customer for their own satisfaction. The report
reflected that the company can create more values by focusing on the services feedback system
in an appropriate manner.

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