Service Quality Analysis and Customer Feedback System Report

This report analyzes service quality within the context of The Park Avenue Hotel, a UK-based establishment. It begins by defining service quality and emphasizing its importance in the hospitality industry, covering topics such as maintaining long-term viability, gaining a competitive edge, enhancing customer experience, and leveraging marketing and promotional tools. The report then delves into measuring service quality, detailing steps for establishing quality measurements and recognizing gaps. The RATER model (Responsiveness, Assurance, Empathy, Reliability) is applied to assess service quality. The report also explores methods for improving service quality, including understanding customer expectations, performance evaluation, and effective communication. The report concludes with an examination of current practices, their impact on front-line employees, managerial implications, and employee engagement, and proposes a Customer Feedback System (CFS) model for monitoring and enhancing service quality. The report underscores the significance of customer satisfaction and continuous service improvement for The Park Avenue Hotel.

Service quality

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of management and measuring of service quality and recommendation of
appropriate service management methods..................................................................................3
TASK 2............................................................................................................................................7
Establish the current practises and assess the impact on front line employees, managerial
implications and employee engagement.....................................................................................7
TASK 3..........................................................................................................................................11
Develop a Customer Feedback System (CFS) model which an organization can use to monitor
as well as continually enhancing service quality......................................................................11
CONCLUSION..............................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Service quality is defined as the attribute of delivery system of services which is placed for
taking out effective output within service industry. Service quality is directly associated with
satisfaction of customer regarding services acquired by them for the business organisation which
is aimed at enhancing services and satisfying customer in prominent manner. The customers are
keeping perception of attaining high quality in their services so as to meet their own expectations
by believing mouth to mouth publicity and other references (Ali, Amin and Cobanoglu, 2016).
For enhancing service quality the businesses are aiming at accepting innovations within proposed
services and for this they are adopting various technologies and services so as to make their
services more effective and efficient. On the other hand the businesses are focused on
improvising operational qualities for the employees as for service industry customers are directly
communicated due to which improvements in attitude and behavioural aspects can be seen. This
report is prepared on the background of The Park Avenue Hotel, which is situated near to Bond
Street Station in UK. The hotel in comprising of 100 modern and stylish en-suite rooms,
standards rooms, conference and meeting hall. This report is based on the case study of The Park
Avenue hotel which is associated with managing quality of their services and managing feedback
system as well.
TASK 1
Importance of management and measuring of service quality and recommendation of appropriate
service management methods
This is highly significant for the organisation so as to maintain quality of services which
are being offered to customers. In the context of hospitality industry this is imperative that they
are continuously putting efforts for improving their services so as to maintain organisational
standard and to enhance overall image at marketplace. Huge requirement of market analysis is
being seen in which services are reaching to their final destination which is their customer. This
is associated with various aspects and these are understood so as to get understanding regarding
sequentiality of varied services (Gautam, 2015).
Importance of managing service quality:
Surviving in the long term: In the context of some industry products and offerings are
required to be measured so as to maintain overall quality within products are services. In the

context of numerical and quantitative specification quality can be measured and can be used to
improve services for customers. If the products are as according to prominent quality then
standards for whole the organisation can be enhanced and sustained for longer duration. In the
current scenario hospitality industry is wholly dedicated to providing services in a very effective
way. So quality of product is not a special aspect but they are emphasised on providing high
quality of services to their customer so as to attain their attention and sustain them for longer
duration. For those industry this is required that quality of services are required to be maintained
so that could lead in grabbing large base of customers. In market intense competition is existed
due to which homogeneous services are given by so many organisation. In order to sustain in
competitive environment quality of service is to be maintained so that higher edge can be
received (Tseng, 2016).
Competitive advantage: In market huge number of options are available for the buyer so
they can opt for comparative analysis so as to make a choice amongst various options and go for
the best one according to their needs and demands. By managing quality of services preference
point of customer can be understood which leads in maintaining the same along with high quality
standards. So by managing services, these services can be prioritise by customer and competitive
edge can be attained by the organisation (Lee and Yu, 2018).
Enhancement of customer experience: With the help of managing quality of service
experience of customer can be made better and enhanced. In context of enhancing customer
quality is required to be maintained so that this may lead in enhancing customer experience and
customer recall value. On the other hand by managing service quality long term motives of the
organisation can be fulfilled which results in attaining distinct customer experience and best
attainability.
Marketing and promotional tool: In the presence of of high quality services by an
organisation this is imperative situation for making their customer satisfied and happy. Satisfied
customers can be used as tool for marketing and promotional by which high assistance can be
given to the business in effective manner. Customers are known as face of the brand and one
satisfied customer is having capability to attract 10 more. In the presence of high quality
consistency can be maintained in organisation due to which mouth publicity can be received and
positive results can be drawn. This is known as indirect method of marketing in which loyal
customers can be made.

In services numerous challenges are faced by the industry in which quality standards can
be maintained and satisfactory results can be drawn. So in this case this is highly difficult for the
organisation to maintain their structure. In order to overcome form this situation there are
various steps which are to be followed so performance could be enhanced and numerous areas
can be improvised (Osarenkhoe and Byarugaba, 2016).
Measuring service quality:
From the above discussion various aspects can be understood in which management is
having clear understanding of enhancing their services at prominent manner. In service industry
high requirement is seen of developing plan so as to enhance quality of service and for this
various ways are proposed and adopted. For this various steps are followed by the organisation in
which overall importance can be given.
The first step: In the initial step quality measurements are established and for this
customers are approached and organisation is maintained. According to this various types and
nature of services are offered by the customer in which standards are measured and this leads in
organisational success. In the current case for The Park Avenue Hotel, this is a three star hotel in
which they are managing successive quality and performance so as to consider their customer at
prior level and attain their satisfaction at prominent manner. In hospitality industry there are
varied services which are offered by them such as restaurant services, bedding services, room
services, clubbing services and many more. These services are giving higher satisfaction level to
customers and in the view point of customers ratings of the hotel services are increased.
Second step: IN the second step, detailed recognition of gaps are examined and in order to
attain desired standard actual performance is being measured and staff members are assigned
with proper task due to which gaps within organisation can be removed. On the other hand for
maintaining desired profit performance of employees are to be maintained in such a manner that
actual performance can be boosted along with meeting standard of services. The prominent aim
is to grab attention of customer's perception so that to enhance customer recall value. In the
context of The Park Avenue Hotel collection of detailed information is helping the company in
matching their level of standards with customer perception and expectation (Sainaghi and
Baggio, 2014).
From the above discussed aspects this can be concluded that customer perception and
customer expectation are two prominent aspect which is helpful in enhancing quality of services

within hospitality industry. There are two aspects which are required to be examined in detail
manner with the help of five dimensions which are explained as under:
Responsiveness: This factor is related to proper execution of services and the way in
which appropriate way can be rendered for proper performance. In the context of The Park
Avenue Hotel the following case study is showing that, the organisation is not able to meet
expectation of their customers and not able to attain customer satisfaction. Customers of The
Park Avenue Hotel is facing lot of issues related with poor services, long waiting time, high
inconvenience in communication and many more (Hanks, Line and Kim, 2017).
Assurance: This is a prominent aspect in which customers are required to be assured
regarding their taken services. In the context of The Park Avenue Hotel front office department
is responsible for solving faced grievances of their customers. As this is given in the case study
that their customer are facing lot of issues related to long waiting time, poor services , lack of
transparency in compensation, so for these issues front desk is required to take various initiatives
in which problems of their customers can be solved. On the other hand in order to attain high
assurance problems of customers are required to be addressed on timely manner so this may lead
their customer to eliminate any inconvenience (Su and Swanson, 2019).
Empathy: This aspect is associated with overall understanding of all the dimensions of
service provider and aspects of their services. In the context of The Park Avenue Hotel the
manager is trying to respond to all the complaints so as to get customer empathy. This is helpful
in enhancing customer satisfaction as their problems are solved and enhancing customer recall
value.
Reliability: This is regarded as the capabilities and competence for a service provider and
in relation to this, consistency overall promises are fulfilled by service provider. In the context of
The Park Avenue Hotel they are required to offer their services in such a manner that promises
of customer can be met and they can be attracted towards their offerings.
From the above discussions dimensions of RATER model this can be said that this is a
very significant model in order to attain high quality within services. In the context of The Park
Avenue Hotel in their point of view expectation of customer is related with attaining high class
services and prompt services and for this management of the hotel is trying to provide training
sessions so as to meet customer expectations in optimal manner.

Improvement of service quality:
For rendering improvements in the services there are various steps which are required to
be followed by the organisation so as to fulfil standards. These steps are elaborated as under:
Understanding of customer expectations: In the context of The Park Avenue Hotel this
is highly important that preferences and expectations of customers are understood in optimal
manner so that to deal with market situations (Zakaria, 2019)). In order to attain high customer
satisfaction social media sites are used so as to establish effective communication. On the other
hand management is required to modify their services so as to enhance adherence to customer
expectations.
Performance: Under this step development and understanding of actual performance
takes place and for this it is requisite to include various improvements and modifications so as to
enhance quality and services in sufficient manner. In order to exercise proper standard this is
imperative that trainings and developments sessions are given to employees so that they plan task
in such a way that this could lead in customer satisfaction.
Communication: This can be said that with the help of upgrading standards, targets and
expectations of customer can be met. With the use of social media applications prominent
communication can be established due to which high valued and quality services can be offered
to customer which results in attaining their statement.
From the aforementioned points this can be concluded that quality of services can be
measured and gaps can be fulfilled by adoption of various rectified methods. Similarly quality of
services are required to be recognised by the business so that varied connections can be
established.
TASK 2
Establish the current practises and assess the impact on front line employees, managerial
implications and employee engagement
In the given case study this can be analysed that staff The Park Avenue Hotel is facing
problem of less rewards and high complaints are being filed by them in context of less wages.
This is resulting in high employee turnover and lack of empowerment. In terms of recruitment
style The Park Avenue Hotel is not adopting any planned approach which is creating high
dissatisfaction among employees (Fatima, Malik and Shabbir, 2018). In order to upgrade their

services the company has contacted with a service quality consultant which is putting efforts to
analyse current situation of the company and enhancing their standards as well. This leads the
company to enhance quality of their provided services and provide more options to their
customers. These modifications are undertaken within last one year by The Park Avenue Hotel
but implications of these factors are seen on all the functional departments.
Current practises
The current adopted practice of The Park Avenue Hotel is related with recognising those
modifications by which front line employees of hotel put various efforts in order to ensure
customer satisfaction and deal with them in such a manner that sufficiency can be received. Front
office department is having responsibility of establishing direct communication with clients so
that any faced inconvenience by the clients can be communicated in early manner. The
prominent responsibility of front line employees is to manage tasks and appropriately handle
customers in such a way that they attain high attention and minimises waiting time (Oriade and
Schofield, 2019). Front desk employees are responsible for making direct communication with
guests and making them comfortable so that they attain quality satisfaction and rate the hotel
with desired ratings. One another major responsibility of front desk is to assign tasks in such a
way that this leads them to eliminate any confusion and rigidity. Front desk is required to follow
some steps so as to handle tasks in way different and significant manner, the same steps are
elaborated as under:
 Every client is to be treated in similar manner and employees treats them in polite
manner. For this various sessions are organised by the organisation in order to make their
employees learn regarding etiquettes of behaving in front of customer and way of treating
them (Prentice, Wang and Loureiro, 2019).
 If guests are facing problem in reporting time then front desk is having responsibility to
minimise that time and immediately respond to the customers. On the other side if issue
is huge then this is required to be communicated to higher department in order to carry
out some prominent steps for solving the issue. When a customer is facing any problem
then this is imperative that this should be solved in primary manner along with least time.
 At the time of checking out waiting time is to be minimised by front desk. Customers of
The Park Avenue Hotel is facing problem of high waiting time during checkout so for
this management is required to place efforts for minimising the same and politely

handling customer so as to avoid any panic situation (Budianto, 2019). In the context of
The Park Avenue Hotel on order to avoid customer frustration front desk is arranging
beverages to them so as to make them calm and happy.
 For attaining high satisfaction of customer, front desk is required to adopt various aspects
from above mentioned steps. These steps are helpful in handling customers in better way
so as to attain optimal level of satisfaction. According to the given case study this is
imperative that customers are facing huge problems in checking out and check in and due
to this reason it is very essential that focus is to be enumerated for the same.
Managerial Implications
The management of the organisation provide responsibilities to the Park Avenue Hotel
for taking some effective measures in order to reduce the problems related with organisational
staff (Ju and et. al., 2019. This also leads organisation to handle all departments in a coordinated
manner which support management to obtain longer results. Some aspects that are beneficial for
organisation are mention as below:
Providing customised services- This is the duty of management of Park Avenue Hotel
employee's to motivate all employee's for performing their work according to customer services.
This also refers that existing requirements of customer's are too dynamic so it is important for
Hotel to amendment essential changes as it helps to complete work according to existing needs
of customer's (Lee and Yu, 2018). Along with this excellence lay among organisation to perform
their work with motive of satisfying customer's requirements.
Empowerment of employee's- Empowering of the employee's is recognise as an
important aspect for organisation and it is an essential tool for organisation. This also refers that
employee's are motivated with overall workforce aspects.
According to the case study of organisation it is identified by management that Park Avenue
Hotel is not implementing and managing adequate efforts such as monetary rewards and other
techniques for motivating employee's of organisation. It is the major reason which demonstrate
perspective as employee's are not motivated to put their efforts towards organisational goals.
This also improves overall productivity as it leads to satisfy individual needs and wants by
motivating employee's to perform their work according in an organised manner.
So there is an essential requirement for business to perform work as per part of
employee's. This refers it is essential for organisation to motivate all employee's because it helps

in improving the current performance of business (Gautam, 2015). Moreover, it is also easy for
management to generate decided steps to match with company performance.
In the context of motivation there are two different aspects related with business which is
monetary and threats related with job. From the perspective of monetary it is identified that with
increase among basic pay, amount for compensation is also provided to customer's. This define
monetary terms motivate individuals according to obtain high increments. Further, it also helps
to resolve the issue related with performance appraisal of organisation. In the context of this case
study monetary rewards are the aspect to motivate workforce of Park Avenue Hotel.
Engagement of workforce and employee's
The term employee's engagement is defined as an emotional commitment which is used
to complete all work as per organisation leaders. This is also used for contributing different
aspects related with employee's to contribute about company goals and objectives. It also refers
workforce is more motivated towards organisation that leads to improve company efforts and it
is also used in managing workforce to complete all task in an accurate manner (Osarenkhoe and
Byarugaba, 2016). Along with this expectation of employee's also support individuals to manage
and perform their work by engaging factors that is used to facilitate better strategy among
organisation to complete all task according to the decided case study.
 To allow customer's about their views- With allowing the workforce to perform their
work as per decided suggestion as it lead individuals to perform their work with more
motivation. Along with this it is also crucial for hotel for formulate strategy which reduce
the challenges that are faced by employee's. On the other side, it is also beneficial for
Park Avenue Hotel to improve communication channel that directly contribute for
interacting with customers. In the last, participative culture of hotel also leads employee's
to generate longer duration for employee's in order to reduce training cost. Moreover, it
also helps to improve recruitment process of organisation which helps to select capable
candidates.
 Design mentorship program- Mentorship program helps to motivate employees as it
helps to involve the employees in the business management by encouraging them to work
towards organisational goals and objectives. A motivated employee can contribute to the
efficiency of the business through its efficient skills and knowledge which will benefit
not only business but also the personal growth of the employee. An employer must

always involve his employees in the management as it will help to increase the
productivity level of both employee and business. It will always be a win win situation
for the employer (Zakaria, 2019).
As per the case of Park Avenue Hotel, it is noticed that the employees are not actively involved
in their work due to lack of motivation and positive environment. They tend to contribute less
than the average which ultimately affects the whole business and the employer- employee
relationship. Customer satisfaction is the biggest return from business one can expect and in case
of Park avenue Hotel, the workers are not actively involved in their work which affects the
working of the hotel (Su and Swanson, 2019). To maintain healthy employer- employee
relationship, the employer must keep its employee happy by small gestures like appreciation in
work, timely rewards, active involvement in work, etc.
TASK 3
Develop a Customer Feedback System (CFS) model which an organization can use to monitor as
well as continually enhancing service quality.
CFS is a significant toll which elaborates the methods so as to get knowledge for
feedbacks which are received by customers in continual manner. This is an approach which is
assisting systematic pace for the business in order to accomplish objectives in effective manner.
The Park Avenue Hotel is a three star hotel which is having 100 modern ans stylish en-suite
rooms, executive and premier rooms which enables customer to conduct meetings, conferences
and many other functions (Zehir and Narcıkara, 2016). This is being analysed that by taking help
of Trip Advisor management team so as to encounter various problem in such a way that waiting
time can be minimised and high customer satisfaction can be attained. This is essential for The
Park Avenue Hotel that they receive feedbacks from their customers so as to solve their issues in
effective manner. In context of The Park Avenue Hotel the managers are trying to develop
customer feedback system so as to get ideas regarding faced problems by customers.
Why to collect customer feedback: Within this sector consumer feedback model is
associated with procurement of information and valid reasons those are proven to be reason of
enhancement of performance and customer satisfaction. In context of The Park Avenue Hotel
this is being analysed that varied services are offered by the organisation and they are receiving

negative feedback in lieu of these services. Some feedbacks are related with long waiting time,
some are related to busy front desk, some are due to understaffed employees etc. All of these
information are required to be gathered so as to manage whole the team within organisation in
sufficient manner. On the other hand this is helping in resolving all the issues before time along
with high degree of effectiveness. For attaining high customer satisfaction this is essential that
feedbacks should be gathered in error free manner (Sharma, Kong and Kingshott, 2016).
Create efficient customer feedback loop: For every business organisation this is
essential that they manage customer feedbacks in systematic and planned manner which are
having various aspects. Some major aspects are elaborated as under:
Ask: In the context of customer feedback, this is being examined that business
organisation are involved in asking varied questions which is related to their product and
services. They are asking questions to their clients regarding their needs and expectations so as to
implement differential plan which are helpful in resolving various issues faced by customers.
These questions are helping organisation in recognising those loops which are having impact on
their goodwill and market image in adverse manner. Besides this social media is helpful in
analysing response to public in positive manner and this is a method which consumes lesser cost
and time. Along with this management team is keeping record of requirements and preferences,
taste of their customer so that to provide them services according to that manner. In context of
hospitality sector consumers are willing to attain high quality in services for this they are ready
to spend huge money as they are not wishing to compromise over quality.
On the other hand by taking assistance of analysis this is being identifies that customers
are willing to get distinct qualities in food items and prominent services which are attractive and
trustworthy (Buell, Campbell and Frei, 2016). This is the reason that customers are willing to
attain highest level of experience and inhale market competition so as to choose their services. In
the present scenario management team of The Park Avenue Hotel is planning to adopt most
appropriate methods with the major purpose to provide demanded satisfaction to their clients.
These methods involve social media feedback, monitoring by digital technology, net promoter
score, score card and many more. In the context of hospitality sector net promoter score is taken
as most appropriate and advantageous approach which is used so as to measure individual's
choice which is associated with services and product offered on the basis of giving rating of 1 to
10.

Distribution of the customer feedbacks: Under this section businesses are trying to
bifurcate feedbacks generated from customer in various heads so as to give clear meaning to the
organisation. This can be said that by bifurcating requirements on the basis of various aspect
such as needs and demands on various aspects effectiveness within organisation can be inhaled.
On the other hand this differentiation leads to solve problem of customer in effectual manner.
This can also be examined that on the basis of feedbacks services and products are categorised in
the organisation and issues which are associated with marketing, sales can be heard on early
basis. By considering various tools of obtaining feedbacks such as live chat sessions, knowledge
based article etc. these are those methods which can be adopted by managerial team for
interacting with customers and enhance quality of their services as according to the needs of
customers (Torkzad and Beheshtinia, 2019).
Actions on the consumer feedback: Under this stage customer feedbacks are shared by
business entity by including various departments in order to obtain favourable outcomes. In the
context of hospitality sector for enhancing quality of service feedbacks are shared with various
teams such as customer support team, product team, service team and many more. This is helpful
for gaining effective results and to enhance quality of the services in prompt manner. Besides
this all the information and feedbacks are to be shared in such a way that high assistance can be
given to customers and business as well. In this context this is highly essential that all the framed
decisions should be examined from the perspective of customer and to attain high quality in
services (Van Lierop and El-Geneidy, 2016). In addition to this this is also being analysed that
for obtaining better quality within product or services information are requisite to be gathered in
positive way. In hospitality industry this is imperative that goals are required to be accomplished
as for meeting requirements of customer.

CONCLUSION
From the above detailed report this can be deduced that major objective of hospitality
industry is to attain customer satisfaction. In the context of those organisation which are having
non healthy working environment are not able to operate their business in effective manner
which leads in lesser satisfaction of customers. On the other hand unhealthy environment leads
to generate conflicts in employee and employer's relationship. This report is associated with
varied methods and tactics which are providing high efficacy to the business and prominent
relationship of employee and employer. Similarly by using these methods high impact on
managerial decision can be seen and employee engagement can be enhanced as well.

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