Service and Design Management Report: Customer Relationship Analysis

This report delves into the realm of service and design management, focusing on service failure and recovery within the context of the Samudra Grand Hotel. It examines the potential impacts of automation on service quality and explores strategies to mitigate service failures, including the application of the paradox theory to enhance customer satisfaction. The report also emphasizes the critical importance of managing both external and internal customer relationships, highlighting how internal customers (employees) directly influence the guest experience. The SERVQUAL model is proposed as a key strategy to manage internal customer relationships, ensuring reliability, responsiveness, tangibles, assurance, and empathy. The report concludes with a summary of findings and a reference list of academic sources.

Service and design
management
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Managing service failure and recovery........................................................................................3
Describe the importance in managing external and internal customer relationships................4
apply one strategy to manage internal customer relationship......................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Service design management is consider as an activity of planning as well as organising
infrastructure ,people ,communication as well as material components of a service within order
to enhance its quality as well interaction among the service provider and its consumers. Present
Report focuses on the service failure and recovery. It also focuses on the importance in managing
external and internal customer relationships as also apply strategy to manage internal customer
relationship (Raleigh, & et.al (2017).
Main Body
Managing service failure and recovery
It has been analyzed that Samudra grand hotel is providing a variety of services to its
customers. With that they are able to create a strong brand image. Furthermore, hotel is
considering for automation in service process. This is done to improve service quality. However,
it is identified that there may occur certain service failure as well. This will highly impact on
service process and operations of hotel (Crainic., & et.al. (2018). The first is that as there is
automation in process so it might get failed. The automation might not be according to
requirement. So, it will result in affecting on service process. Another potential failure is that the
service quality may get degrades due to automation. The employee may not be able to provide
high quality services to customers. It will highly impact on further service process. In addition,
the quality of service may Not be maintained. The service is not provided as per set standard
with use of automation in it. This will result in poor quality of services ( Vezzoli, & et.al, .
(2017). The staff may not be able to handle and manage guest as they are not given training. So,
all services are not delivered on time (He, , & et.al (2017)
So, it is necessary to recover service process. For this there are different theory and model
applied. Here, paradox theory will be applied. It states that if a service firm exhibits an excellent
recovery in the event of a service failure, then the customer’s satisfaction may exceed pre-failure
levels. The customer satisfaction can be increased after a service failure (Mourtzis, et.al 2018.).
First is to fix mistake so that customer service failure is encouraged. Second is that through
process recovery customer satisfaction is increased and loyalty is gained. Moreover, it is
analysed that customer experience determine whether to avail service again or not. So, if
experience is poor than image of hotel decreases.Thus, recovery process needs to be highly
effective so that experience is improved. But in a study overall satisfaction was low for those
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customers who had experienced a service failure than for ones who had experienced no failure
(Fontaine., & et.al (2017)
Describe the importance in managing external and internal customer relationships
External consumers are those who sees firm mainly as a buyer who can buy something and
internal consumers are those who participate within business through actually being part of that
particular organization. (Crainic, & et.al. (2016).
With the help of the Customer relationship it aids to lean about their consumers such as
who they are and why they purchase products it aids business to becomes visualize their
consumers as well as provides as strategic advantage. It gives an organized consumer data that
aids firms to grow within future.
Internal consumers who are the face of the firm interact with the external consumers such
as within hotel industry internal consumers who are employees such as waiters, housekeeping,
managers all of them helps the external costumers who are guests as without interacting those
internal consumers guests known nothing about the hotel and its services so both of them are
equally important to run a business. Also the employees of the hotel are very well aware of the
needs and requirements of the consumers, before entering into the Hotel they are well aware
about the guests such as clean rooms, High speed wifi, Food which has better quality and also
good in taste and security of them. (Tseng, & Zhan, . (2018)
apply one strategy to manage internal customer relationship.
To manage consumer relationship SERVQUAL model than can be applied which is
mention below
The SERVQUAL model is consider as an empiric model that can compare consumer service
quality performance accompanied by consumer service quality requirements. It is known as the
Gap analysis of a firm’s service quality performance against the needs or requirements of its
consumers.
Dimension of SERVQUAL model
Reliability
It focuses on the ability to give service correctly on time as it needs a consistency within the
implementation of services as well as respects the commitments as well as keep promises to the
consumers of Samudra grand hotel (Wang, Crainic, & Wallace, . (2016).
Responsiveness
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These measures the capability to solve all the issues fast and deals with consumers complaints
more effectively as well as willing to aids the consumers and also meet the requirements of the
consumers.
Tangibles
These are consider as the machines, facilities, equipments ,materials ,information systems of
bank In other words the tangibles falls under the effects of the physical facility such as personnel
and communication materials on consumers .
Assurance
These are the elements that creates credibility as well as trust for the consumers that can be
considered through excellent technical knowledge, professional services ,good communication
skills so that the guests of the can believes within quality of the company services.
Sympathy
It is consideration, caring as well as best preparation for the consumers so they feel like the
guests as well as welcome them at anytime .The core of this success is human factor as well as
more caring provides the consumers (Lapão, Da Silva, & Gregório, (2017).
CONCLUSION
From the above it had been concluded that that Samudra grand hotel considering for
automation in service process. This is done to improve service quality. It may occur certain
service failure as well automation done not according to requirement. It is also concluded that
employee may not be to provide high quality services for that paradox theory will be applied to
fix mistake so customer service failure is encouraged. It also focused on managing internal and
external customer relationships by the help of SERVQUAL model that is an empiric model
where Gap analysis of a firm’s service quality performance against the needs or requirements of
its consumers.
.
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REFERENCES
Books and journals
Raleigh, G. G., & et.al (2017). U.S. Patent No. 9,557,889. Washington, DC: U.S. Patent and
Trademark Office.
Crainic, T. G., & et.al. (2018). Scheduled service network design with resource acquisition and
management. EURO Journal on Transportation and Logistics, 7(3), 277-309.
Vezzoli, C., & et.al, . (2017). Product-service system design for sustainability. Routledge.
He, L., & et.al (2017). Service region design for urban electric vehicle sharing
systems. Manufacturing & Service Operations Management, 19(2), 309-327.
Mourtzis, D. et.al. (2018). Customer feedback gathering and management tools for product-
service system design. Procedia Cirp, 67, 577-582.
Fontaine, P., & et.al (2017). Multi-modal scheduled service network design with resource
management for two-tier city logistics. CIRRELT, Centre interuniversitaire de recherche
sur les réseaux d'entreprise, la logistique et le transport= Interuniversity Research Centre
on Enterprise Networks, Logistics and Transportation.
Crainic, T. G., & et.al. (2016). Service network design with resource constraints. Transportation
Science, 50(4), 1380-1393.
Tseng, M. L. & Zhan, Y. (2018). A framework for evaluating the performance of sustainable
service supply chain management under uncertainty. International Journal of Production
Economics, 195, 359-372.
Wang, X., Crainic, T. G., & Wallace, S. W. (2016). Stochastic scheduled service network
design: The value of deterministic solutions. CIRRELT, Centre interuniversitaire de
recherche sur les réseaux d'entreprise, la logistique et le transport= Interuniversity
Research Centre on Enterprise Networks, Logistics and Transportation.
Lapão, L. V., Da Silva, M. M., & Gregório, J. (2017). Implementing an online pharmaceutical
service using design science research. BMC medical informatics and decision
making, 17(1), 31.
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