Service Quality Report: Analysis of South Quay Hotel (TLH339)

This report provides a critical evaluation of service quality management principles and theories, with a focus on the SERVQUAL model, and emphasizes the importance of determining service quality within the hospitality sector. It uses the South Quay Hotel, a four-star establishment in London, as a case study to illustrate these concepts. The report assesses the hotel's service delivery practices, including training and guest experience evaluation, and their impact on employee engagement and customer satisfaction. Furthermore, it proposes a Customer Feedback System (CFS) framework that the organization can implement to enhance service quality. The analysis covers key aspects such as reliability, responsiveness, assurance, empathy, and tangibles, and highlights the significance of customer focus and employee involvement in achieving service excellence. The report emphasizes the role of management in creating a customer-centric environment and meeting customer expectations, and brand reputation.

Service Quality

Table of Contents
MIAN BODY...................................................................................................................................4
Critical evaluation of the principles and theories of managing service quality. Justify
importance of determining service quality.............................................................................4
Task 2...............................................................................................................................................7
Management of service quality as well as impact of its service delivery practices...............7
Task 3...............................................................................................................................................9
Produce a Customer Feedback System (CFS) framework which an organization can use in
terms of improving service quality.........................................................................................9
REFERENCES................................................................................................................................2

INTRODUCTION
Service quality in hospitality sector becomes one of most essential element for the
attaining a sustainable based competitive benefits and consumers confidence in highly
competitive basis market as well as therefore the service quality can provide hospitality sector a
best chance to make competitive differentiation for the company (Moon, Lho and Han, 2021). It
is thus measured as a important core model and a crucial victory factor in hospitality business. A
booming hotel delivers admirable quality based service to clients, or service quality is the
considered life of the hotel. Much settlement can be the achieved by a service based quality such
as the establishing consumer satisfaction, contributing to the company image, establishing people
loyalty, or offering the competitive benefits to the company. Service based quality performance
can be mean diverse to different person, for example, staff may present maximum perceptions of
the service quality than consumers perceived, as well as thus managers of business or their
workforce never like to the examiner deficiencies in a service quality. The Service quality
consists of the three dimensions which are: physical facilities, employees or materials in
business. It also the divided into the two factors: functional quality or technical quality. The
similar concept argued that is service quality considers the three elements: functional quality,
environment or technical quality (Mi and Ding, K., 2021). Other approach is confirmed that the
service quality has the five dimensions based namely: assurance, dependability, empathy,
tangibility or responsiveness . The below report is based on “The South Quay Hotel” this is
based on 4 star hotel that is operating in the central London since the 2005AD. They have 100
plus stylish and modern rooms. In 2007 company opened the banqueting and conference suite for
three event venue spaces that are suitable for meeting, wedding, hosting or any other functions.
The below report includes the main theories or principles of managing the service quality also
justifying the importance. Appraisal of management of service quality for given Service
Company and impact of its present service delivery practices on engagement and motivation.
Customer feedback system structure that the company can adopt to track and improve the service
quality.
.

MIAN BODY
Critical evaluation of the principles and theories of managing service quality. Justify importance
of determining service quality
Service quality management defines a management that represents comparison of
customers on the basis of service expectation. It generally means the achievements of company
in terms of customer service. Therefore customers develop expectation of service from their
previous experience, marketing communication etc. In this service quality management is highly
beneficial for gaining profitable results (Zhang and et.al, 2021). To evaluate the theories and
principles of man ageing service quality, SERVQUAL is highly effective as it represent outcome
in positive manner. In context of The South Quay Hotel, evaluation of main theory and
principles for managing service quality along with their importance are presented below:
SERVQUAL theory
This defines as a prominent theory of service quality which is quite impressive to
measure quality of services within the presented organisation that is the South Quay Hotel. The
SERVQUAL theory is discussed below in terms of evaluating service quality:
Reliability- It is an essential aspect that reflects the ability of firm to perform the promised
service in dependable and accurate manner. It is mainly attracts customer views towards
quality. In The South Quay Hotel, management team is able to perform the promised service
that gives reliable outcomes to hotel in their long term survival. To fulfill the promised
service ((Cho and et.al, 2021). The South Quay Hotel offers leisure facilities, business class
facilities to visitors. It will attract several types of visitors such as friend group, family,
couples, professional meeting people and many more. Therefore it represent reliability in
hotel but if firm cannot offer best services as they promised to customers than it affects its
reliability and also demotivates customers.
Responsiveness- This term shows willingness of company in terms of helping customers
and offers prompt services so that they are satisfied. In The South Quay Hotel, management
adopts the bureaucratic style management due to which workers who are working in it
feeling insecure and demotivated with working culture that negatively response on services
that they offered to customers. To develops employee’s responsiveness towards offering
customer service it is very essential for The South Quay Hotel to provide participative

management style so they feel connected with customers and because of this visitors get
promised services that are responsive in nature.
Assurance- This aspect of theory states the knowledge and courtesy of workers along
with capability to convey confidence and trust to customers. In this The South Quay Hotel,
management does not focus on providing knowledge to employees related to services that
they offers to customers due to which employees are not properly assured towards
maintaining trust and loyalty. It negatively impact management of service quality in hotel
(Agustang, 2021). If manager properly manage the quality of service by providing proper
guidance to employees than they also present their ideas which are useful in maintaining
customer trust. Due to which the South Quay Hotel enjoy more profitable results in their long
term survival. It also attracts customer trust and loyalty.
Empathy- It represents the provision of individualized attention and care to customers.
With the background of The South Quay Hotel manager needs to focus on personalized
approach in which they personally handle every customers and focus on fulfilling individual
customer needs so that they are attracted towards hotel service quality. It represents positive
impact on The South Quay hotel.
Tangibles- This shows appearance of equipment’s, physical facilities, communication
materials etc. In case of The South Quay Hotel, management focus on their interiors and
equipment’s that they used to offer service to customers so that visitors are highly efficient
attracts towards the hotel. This increases visibility of hotel along with their service quality
due to which more and more customers are retained with hotel to a longer time period.
Principles of managing service quality
There are various types of principles which are used to manage service quality to
company so that more visibility would be developed in market. In context of The South Quay
hotel, the principles of managing service quality are to be demonstrated below:
Customer focus- It is essential principle on which every organisation is depending upon.
Mainly service industry, it is very crucial to understand present and future requirements of
customers so that revenues are increased. In case of The South Quay Hotel, manager within
service quality mainly emphasis on needs and desire of visitors by using web application Trip
advisor ( De Oña, 2021). This represents the customer reviews that show their individual needs
and requirements that is useful to maintain the high quality service within hotel. This shows

positivity within hotel in terms of sustainable manner. After reviewing views of customers
manger need to focus on personalized approach so they become a customer focus company in
hotel industry and enjoy more customers base within their long term survival. If management
cannot focus on customer’s views, needs that it negatively affect guest loyalty and also deduct
high customer base.
Involvement of people- In case of the South Quay Hotel, employees does not feel ownership
due to following bureaucratic style in working environment. It affects the quality of services that
negatively impact service quality of Hotel and also affects customer base (Xiao and et.al, 2021).
If manager effectively provide right to employees within decision making team than they offer
quality services to customers that positively develops attraction of visitors, trust and visibility.
Therefore by examine principle and theory of service quality management it is critically
evaluated that of management of The South Quay hotel follow proper principles and theory than
they properly manager service quality and if administration does not follow proper principles and
theory that are presented above than it negatively impact reputation of business and customer
base.
Significance of measuring service quality
Several importance’s are presented below in case of The South Quay Hotel regarding
measuring service quality:
Meet customer expectation- It is core importance of service quality in hotel. Properly
measure the quality of services using theories and principles helps in attracting more customer
base along with gaining profitable results in company long term survival (Karim and et.al, 2021).
It also helps in fulfilling the customer expectation in terms of personalization basis so that they
will retain for a longer time period and due to this organisation enjoy high profits and growth.
Establishing the high brand reputation- It is another importance of measuring service
quality within The South Quay Hotel. Therefore, it helps in developing the brand image of hotel
in marketplace. in this service quality manager emphasis on offering class facilities to customers
that is reliable in nature and helps in assuring customer trust for a more time period. Hence, it is
reflected that measuring the quality of services using principles and theory is represent more
beneficial for The South Quay hotel that also meet customer requirements and develops brand
reputation in business world.

Task 2
Management of service quality as well as impact of its service delivery practices
It is very much crucial for the business organization to manage service quality standards
so that better customer satisfaction can be built up. The most important thing for an hotel
industry is to provide attractive and top level services to all the guests who arrive. In relation
with hotel South Quau they attracted both leisure as well as business guests with the help of
upgrading all rooms, restaurant area as well as the main front office area. With the help of such
development they were receiving increased number of bookings in comparison with earlier
times. There are large numbers of competitors in hotel industry and the same situation was with
hotel South Quau also (Schlenther and et.al, 2021). With respect to service culture it creates an
impact on the guests experience so quality standards need to be managed well. Hotel managed
their standard with the help of recognition, quality assurance and also attentiveness. Each guest
who arrives expects that they get effective services and on the basis of that proper services must
be gives. So, hotel South Quau involved the usage of personalized approach in which they use to
call out guests name and ensure that whether the room is as per their expectation or not. The
hotel also appointed a service quality consultant through which current quality standards of hotel
was been evaluated and on the basis of that assuring that whether the hote is maintaining their
quality standards or not. In relation with management of service quality standards it is further
been explained as below:-
 Good training:- A hotel industry would perform well only if efficient level of training is
been provided to all staff members because on the basis of that only they will provide
best quality facilities. In context with hotel South Quau also they ensured the phase of
brand loyalty and provided exceptional quality facilities to all guests. They managed their
standards by properly analyzing overall situations. In context with hospitality industry it
is crucial to manage all responsibilities because even a single negative feedback from
guests can affect them. So, South Quau hotel enabled certain policies which were been
discussed during the phase of training only like 24 hours service, best quality materials
and many more.
 Evaluates guest experience:- In a hotel industry quality and top standard are the two main
things which should be properly analysed and all certain changes must be met so that no
guest provides negative feedback. South Quau hotel implemented quality improvement

on continuous basis by regular asking all guests about their stay and if they are facing any
kind of problem (Slimani, Hamrouni and Charrada, 2021). With the help of this better
management of quality standards was been done and in context with this customer
satisfaction was getting enhanced. They used to ask all guest about hote cleanliness,
satisfaction, their experience and many more. With the help of this South Quau hotel
managed their standards and provided best quality facilities to each guest.
While analyzing current service delivery practices it creates an impact on the motivation level of
employees as well as the engagement of staff members. In each organization staff members
would get motivated and engaged only if they are getting effective service delivery practices. In
hotel South Quau they used different kind of service delivery practices and on the basis of that
enhanced the motivation level of employees also. By looking at the past situation guests
provided lot of negative feedback like they were offering amazing facilities but at the same point
of time they were not getting quality services and the main reason behind it was that staff
members were getting engaged with each other and no kind of collaboration was done. A guest
experience gets affected only through the service culture which they are offering (Proag, 2021).
South Quau hotel was not providing any kind of reward schemes and no active empowerment
was been done. In context with they were feeling that organization doesn’t care about them at all.
The service delivery practices create lot of impact on the level of motivation and on their
engagement. So, to motivate their staff members hotel South Quau implemented different
strategies and on the basis of that enhance the motivation level. The staff members were not
getting good wages and there was lack of empowerment. So, for this they provided the wages as
per their quality level. With the help of this everyone was motivated to do their work effectively
because on the basis of their quality level services they will be paid. On the other hand the
management department also ensured that their staff members are getting indulged with each
other and providing all services at the top level. In relation with the hotel South Quau staff
members; the current service delivery practices enhanced the level of motivation because on the
basis of that all staff members were providing best quality standard facilities to all the consumers
( Fakolade, Latimer-Cheung and Shirazipour, 2021). It also lead to their positive aspects
because an individual would provide services only if they will get benefits from the hotel. Every
individual has their expectation whether they are employees of the company or they are guests.
Guests expect that hotel provide them best quality standard facilities and on the other hand staff

members expect that management department values their employees and provides full
motivation. People would perform together and get motivated only if they will be receiving
better services. In hotel South Quau they were providing delivery services in the form of efficient
training, certain reward schemes, different activities and many more. With the help of such
activities each employee get to know each other and at the same point of time enhanced the level
of motivation. Through this guests also experienced positive things while attending the hotel.
Task 3
Produce a Customer Feedback System (CFS) framework which an organization can use in terms
of improving service quality
A customer feedback system is which these days regularly takes form of the software goods or
application, it helps to businesses in manage what consumers are saying on the multiple feedback
channels and platforms, as well as attain the data-driven insights important to the improving
entire consumer experience. Customer feedback software or systems also support to company,
from C-suite to the frontline staff, understand their consumers better and more easily measure the
customer satisfaction (López-Ospina and et.al, 2021). Customer feedback is the information
given by the customers about their experience regards a goods and service. Its main purpose is to
the reveal their level of a satisfaction or assist product, consumer success as well as marketing
teams are understand where there is room for more improvement. In current scenario hospitality
is more focused towards this concept to improve their services in hotel so that they can adopt
some technology and some digital based channels over there company can easily take feedbacks
from the customers and make connection with them to retain them for longer periods of time. In
different hotels they are make their own websites or application so that customer can easily
check out their services, accommodations, offers and many more services so that it is more
convince for company as well as for customers. Through website or application customer can
share their experience and five some advice if needed for their hotel, this is very beneficial for
the company to improve their goods and services for better outcomes and more profitability.

There are many ways to take feedbacks from the customers such as own application, feedback
forms, adopting some other third party channel and many more.
Customers are one of the most important part of service industry in which hospitality sector
allows their services to serve their client or customer are form better customer feedback within
effective manner. For hospitality industry like South Quay Hotel, for them customer feedback
play an important role because it is essential to guide and inform decision making an innovation
to better influence that fluctuates about product and services to measuring customer satisfaction
to gain their responses better manner. Customer reviews are one of form of customer feedback or
electronic commerce and online shopping In this the situation of case study South Quay Hotel
that allows quality of service that to attained different through services for making enhance better
satisfaction stylish with modern suits and rooms along with other complementary service for
hosting function, conferences, meeting and other functions. The food and beverage operations
include a formal dining area where breakfast and lunches are served at the Brasserie, and
William Bar and Restaurant which are open at lunch time and for evening service for a range of
local and international cuisine (Ramshe and Ahmadi‐Javid, 2021). The management team has
only recently become aware that customers are also leaving reviews on the Hotel’s Facebook
page. As Hotel occupancy, conference, and banqueting event bookings have increased, the
management team is struggling to find the time to respond to customer feedback. As for South
Quay Hotel is concerned within the customer feedback to attained proper suggestion and their
experiences on that basis they can improve their better services effectively. As South Quay
Hotel team is mapping that their social media page customer are sharing their feedback in
positive as well as negative aspect but due to heavy work load management team not properly
addressed those feedback effectively. in initially company need to proper to gain positive
outcomes for that South Quay Hotel team need to mapped their customer suggestion and
feedback within effective manner. In following Customer feedback System to address within
important to attain feedback are:
 Customer feedback help to improve product and services : In beginning day every
organisation enhance their product and service allows different source of product and
service within effective manner (Koops and Tercovich., 2020). Through better market

research it is initial manner to better conduct allows ideas to proposal information which
would willing for offer th different source of service to customer. In the basis of their
experiencing customer can share their feedback which allows high level of advantages,
different flaws towards better and actual way of work experiences which evolve in time
(Raviv and et.al, 2021 ). The customer feedback insight into better product and services
where what it should to be done to make experiences better. The professional knowledge
will never to attain performance than customer insights. The opinion to ensure to better
help will actually meet their expenditure their problem and fulfil their need within
effective manner.
 Customer Feedback helps to measure customer satisfaction: This factor is provides
better loyalty is crucial factor that determines for company financial performance. It is
directly linked so many benefits such as increased market share where it prevent lower
costs and better generate higher base of revenue. On the basis of South Quay Hotel their
customer are generate feedback in Face boo pages and oter social media pages which
allows better service satisfaction or not. This practise could get proper advertisement as
well as aware about how customer satisfaction that effectively generate about their
experiences and opinion to generate better of suggestion. Perhaps, the best way to find
out to meet expectation is to get their opinion. This is used to generate rating based
questions on which customer that allows different source of feedback can predict
financial condition within future. On the basis of accurate methodologies it has helped to
generate many companies for manage and improvement to effectively measure that
would improve customer satisfaction.
 Customer feedback help to create best customer experiences: Today’s marketing is
heavingly based on effective experience people have with product and services within
brand. Like South Quay Hotel make ensure that customer would get every thing which is
generating about their satisfaction as well as their experience to get properly enhanced.
Services are depend upon on the staffs efficiency through which it would create all
service fulfilled through effectively (Li, Cai and Souri, 2020). On that basis staffs get
rewards but in situation of South Quay hotel their service culture emphasizes the
importance of the guest’s experience, however staff feel that there is no ownership, and
that they are not cared for. Even though the majorly 50% of staff are not get properly

employed because they are coming in part time, with only the management team and
supervisors on full time contracts and staff turnover is increasing. There have also been
complaints about the minimum wage paid, the bureaucratic style of management and lack
of empowerment (Mariani and Borghi, 2019). In terms of recruitment, the management
team has no planned approach and recruits on an ad hoc basis. Training lasts one week
and is provided on the job by the on duty supervisor.

CONCLUSION
It is concluded the above report, service quality is important part for hospitality industry
to manage the employees as well as services so that they can provide best services to the
customers and reach more potential people in marketplace. There are some theories and
principles are explained in above report which are help to company in examine the situations and
work on each part as per requirements. Managing service quality is must for business to retain
existing customers and reach more potential people for increasing the profitability and
performance rate of business. To perform better and doing job roles in well manner it is
important to focus on the employees engagement and their motivation factors so that they can
serve better services to the customers as per their demands and expectations. In market each
hospitality sector is follow their customer’s needs and demands so that they can achieve their
targets. Customer feedback framework is most important to get feedbacks to improve their
services as per their customer’s feedbacks or outcomes. Through this concept the monitoring the
service quality is become easy for hotel.
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