Service Quality Assessment Report: Canary Wharf Hotel

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Service Quality Assessment Question
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Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................4
Importance of managing and measuring service quality, recommending the adoption of
appropriate service quality management methods.......................................................................4
Current service and delivery pattern of the organization and the impact on front-line
employees and the managerial application..................................................................................9
Produce a consumer feedback system framework that the organization can utilize to monitor
and continually improve service quality....................................................................................11
Conclusion.....................................................................................................................................17
Reference List................................................................................................................................18
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Introduction
This exact study report centers on assessing different service quality parameters from the
perspective of different travel and tourism organization as the entire travel and tourism industry
is contributing a huge part towards the overall enhancement of world economy at certain
extension. In the report, the main importance and justification regarding measuring and
managing service quality from the perspective of hospitality organization will be done.
Moreover, some recommendation will also be made for developing the service quality inside of
different organizations belonging from hospitality industry. Case study of The Canary Wharf
Hotel has been considered since in has been observed that they are currently facing some issues
regarding maintaining consumer preference and overall service quality. Lastly, a CFS (Customer
Feedback System) will be provided so that the organization can use it for their personal
betterment.
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Main Body
Importance of managing and measuring service quality, recommending the adoption of
appropriate service quality management methods.
In context of any hospitality organizations of recent times, it has been observed that quality
maintenance is one of the most needed properties above all since without the presence of
adequate service quality maintenance; it is possible that organizations might lose their existing
and potential consumer base and ultimately resulted into deceased profitability.
Managing service and accommodation quality is highly required for the organizations to
belonging from hospitality industry in comparison with other industries as a whole as it has been
quite closely observed that consumers does not hesitate to switch their preferred destination and
place of staying if they are not entirely satisfied with the overall service quality of certain
hospitality organization.
In recent perspectives the overall concept regarding quality has been widely used in different
format and scopes of hospitality industry as it has been understand by the professionals and other
managers and leaders of different organization that managing quality is the only way of moving
forward in this competitive scenario at certain extension (Saini and Singh, 2018). In addition to
that, creating diversified values for the overall consumer base can also be extremely helpful for
retaining guests. Managers of different hospitality organization generally play a greater role
towards managing quality from the perspective of their respective organizations. There are some
other components that can be used greatly by hospitality organizations like The Canary Wharf
Hotel. Those are:
Consider those guests who has been served
Determination of guest desire
Development of services and products as per the requirement of
consumers
Providing adequate training toward the employment base
Implementation of some revised system
Evaluation and modification of service delivery regarding
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systems
Table 1: Basic quality components of every hospitality organization
(Source: Created by the learner)
In order to last a hospitality business for a long time period, it is essential for different
organizations like The Canary Wharf Hotel to make more positive emphasize at quality
management part at some extension (Shafiq et al., 2017). In addition to that, since the overall
subject of quality depends into the intuitive of individual consumer, the entire feedback system
consumers are quite sensitive and any form of wrong intrusion can lead towards unexpected and
disastrous outcomes. In addition to that, measuring the overall needs and preferences of different
consumers from the feedback system will also allow organizations like The Canary Wharf Hotel
to align their organizational aims and objectives with consumer preferences, which automatically
provide them the chance of gaining positive and efficient consumer preferences, which will
automatically lead them towards gaining more profit out of their primary investment.
However, there are some ways that can be effectively utilized by organizations like The Canary
Wharf Hotel at the time of measuring and managing service quality. Using these models or
methods can certainly be useful for enhancing consumer satisfaction rate and organizations can
consider a higher rate of consumer retention (Rezaei et al., 2018). Two different models will be
elaborated at the next phase of the study, which will further be useful for recommending one
model for The Canary Wharf Hotel.
The Critical Incident Technique
The technique has been quite useful at the overall process of recognizing the current happening
from a variety of different truthful moments. While using the particular technique and model, the
potential results are generally being gathered through a variety of diversified samples that
ultimately resulted towards acquiring useful recommendations regarding overall quality
improvement at certain extension. In addition to that, it can also be defined as such a systematic
procedure that has the ability of systematically identifying consumer behavior. It can directly
lead towards getting some contribution from the overall success and failure rate that might be
faced by a hospitality organization like The Canary Wharf Hotel at specified situational contexts.
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In context of real world task, consumers mainly have the ability of recognizing different critical
incidents that might get caused during design flaws and unstable problems. This entire procedure
or model of service quality is greatly associated with usability and task-oriented performance
usability (Mishra et al., 2017). A diversified range of methods can be utilized and developed in
order to conduct the evaluation process of direct observation that has been done by performing
the task assessments at some extension. In addition to that, critical incident method inherits the
credibility of conducting separate methods of remote evaluation, which will ultimately be useful
for measuring the current service quality of different organizations belonging from hospitality
industry as a whole.
Figure 1: The Critical Incident Technique
(Source: Wu and Mohi, 2015)
In order to successfully implement the entire process regarding CIT analysis, some basic criteria
are needed to be followed by any extension. Those are,
 CIT centers on real and critical incidents that might or might not occur during a real
time incident.
 Needed to be performed by the real user him/herself
 Own report of consumes regarding any critical system can also be useful in the
particular context.
 The interaction process between consumers and employees are needed to be good and
effective for being successful at conducting CIT analysis at certain extension.
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Moreover, some further steps are also needed to be taken into consideration at the time of
conducting CIT analysis process. Description of the steps has been illustrated below:
Step 1- Gathering facts
At the stage of CIT, the consumers were asked to take part in an open ended questionnaire for
gathering retrospective data. While in the first step of the entire process, both good and bad
feedbacks can be identified and addressed at certain extension. However, these can be used for
performing performance appraisals, which can decrease the employee turnover rate of different
organizations like The Canary Wharf Hotel.
Step 2- Analysis of the gathered content
In the second step, feedback that has been gathered from the consumers has been analyzed for
sorting the incidents that has been followed during the stay of these consumers.
Step 3- Creating feedback
This is the last stage of the entire process and it let the hospitality organization to not only gain
the positive feedbacks, but also the negative feedbacks that can be enhanced further for
increasing the overall quality of the organization. Number regarding respondents for every
category has to be considered at the time of taking effective and efficient feedback.
The Five Gap Model
This is such a model that has been quite useful at gathering and understanding the satisfaction
rate of consumers as it mainly uses five different gaps for analyzing the current level of
consumer satisfaction and ultimately the overall service quality of the organization.
This model is mainly consist of five different gaps, which are knowledge gap, policy gap,
delivery gap, communication gap as well as customer gap.
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Figure 2: Illustration of the Five Gap Model
(Source: Szőcs et al., 2016)
Description of each gap how those can relate with maintain and managing overall service quality
has been described below:
The knowledge gap
This particular gap can be closed by the organizations like The Canary Wharf Hotel through
learning the basic expectations of the consumer base. Therefore, the organization can conduct
consumer and market research. From the perspective of the gap, they can also use the overall
interaction process between stuffs, management and consumers so that they can act in
accordance with consumer insight that has been validated and used by the same organization.
The Policy Gap
It mainly ensures the fact those hospitality organizations like The Canary Wharf Hotel they are
currently following the overall needs and expectations of their overall consumer base. In order to
do so, they need to conduct a good and effective proportion regarding the standards of overall
service quality. Setting some community references as well as reinforce strategies can also be
utilized by the organization. Moreover, for minimizing the gap, it is also highly recommended
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for the organization to update their policies in a regular manner as it will let them know about
their current failing.
The delivery gap
Continuous training methods towards the employment base can be done by the organization in
order to reduce the gap by several instances. Moreover, the organization can also utilize some
training process for enhancing the overall quality of the organization. In addition to that, making
more focus into conducting internal marketing can also be useful at managing the quality aspects
of organizations.
Communication gap
Getting several inputs from the employees towards making advertisement campaigns can reduce
the communication gap and thus enhancing the overall service quality. Using some reality based
advertisement that has been used through real consumers, employees and reviews can also be
useful at managing the communication gap. Moreover, managing the expectations of consumers
through realistic methods can also be useful measuring service quality.
Customer gap
This gap can only be closed after managing the other four gaps of the entire model at certain
extension. This can be done after aligning consumer expectation with the issues of consumer
satisfaction.
Therefore, it can easily be described that maintain the described gaps can be quite useful at
measuring the entire service quality.
However, after analyzing both of CIT model and The Five Gap Model, it can be easily
demonstrated and described that The Canary Wharf Hotel can utilize and implement The Five
Gap Model at further improving their entire service quality.
Current service and delivery pattern of the organization and the impact on front-line
employees and the managerial application
From analyzing the entire case study, it has been radically observed that the overall service
quality and other qualities of the organization is not optimal, which results them towards
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decreased amount of consumer satisfaction and ultimately resulted towards decreased profit
generation. Therefore, it can be delivered that current service in addition to delivery method of
the organization is not optimal and ultimately resulted towards decreased profit generation.
The Canary Wharf Hotel has more than 100 stylish and modern suite rooms for their consumer
base and at the year 2012 they have opened a separate and stylish conference in addition to
banquette suite for serving their overall consumer base at certain extension. However, it has also
been observed that they also offer a range of different foods and beverages for their overall
consumer base at certain extension. Their hotel rooms are quite useful and adequate for
arranging different formal and informal meetings as well as different family programs at certain
extension.
The overall service culture of the organization is able to maintain the basic standards regarding
quality assurance. Moreover, the case study has also delivers that some extrinsic patterns are
being followed by the organization from the perspective of conducting their regular operations
and services at certain extension. The hotel is currently going through introducing such a method
that has a personalized approach overall. In addition to that, it is also being observed from
several different instances that the management of the hotel calls the consumers after 15 mint of
their room occupation so that they can further gather the information regarding consumer
satisfactory values and instances.
However, they are even failing at maintaining these basic standards of consumer satisfaction at
certain extension as the management of the organization is not quite susceptible towards
gathering the overall preferences of the consumer base and thus resulting towards unsatisfied
consumers (Szőcs et al., 2016). The continuously increasing staff turnover is the main reason
behind that as the management need to put more focus into recruiting skillful employees rather
than satisfying the needs and preference of consumers as without the help of effective and
efficient employees, it is not possible to manage the overall organization.
However, it has also been observed quite drastically that the particular organization is not opted
to make effective changes at their current service model as they are trying to minimize their big
problem that is high consumer turnover. The manager of the hotel only check the feedbacks of
consumers once in a month, which leads the chances of letting out many effective and efficient
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information and other feedback system at certain extension. Moreover, some of the consumers
belonging from the particular organization are stating their overall inputs and feedbacks at their
official Facebook page, which is also being missed by the manager at some further extension. As
a result, the overall management team of the organization is failing at responding towards the
expectations of the consumers at certain extension.
After the overall analysis of the given case study, it has also been observed that the entire front-
lien employees are failing at getting towards the needs and expectations of the consumers base
and thus resulting into increased stuff turnover rate. The case study has described that in the
following organization is continuously failing at managing the overall satisfaction rate of their
entire employment base that ultimately resulted towards heavily increased stuff turnover.
Moreover, it has also been observed quite drastically that the organization is currently going
through an extensive amount of stuff turnover, which is almost 60% (Ali et al., 2015). The
unsatisfactory service quality of the organization is the main reason behind that. Those frontline
employees does not even have adequate amount of training as the management team of the
organization give training only for one week, which is clearly not adequate for managing the
experience of consumers.
Besides that, when the frontline employees tries to make some contact with the management
team regarding some issues of the consumers, they left unanswered, which automatically
increases the time of consumer waiting and ultimately dreadful service pattern. For these
reasons, only the management related employees are permanent at the organization and other
employees work part time.
This failing service quality also resulted towards bringing up confliction among the managerial
employees as they sometimes got conflicted regarding their actual job role at certain extension
(Yaya et al., 2015). Moreover, the management of the organization also needs to waste much
time and cost towards the enhancement of their overall employee base.
Produce a consumer feedback system framework that the organization can utilize to
monitor and continually improve service quality.
From analyzing the previous section of the exact study, it has been clearly observed that The
Canary Wharf Hotel is facing a rage of diversified issues and most of these issues centered on
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consumer dissatisfaction at certain extension. As an instance, it has been observed previously
that the organization is failing continuously towards maintaining and monitoring both positive
and negative feedbacks from the consumers and these problems are not solving while following
simple method and procedures at certain extension.
The organization can use and utilize a wide range of different feedback systems; however
Semantic Web technologies might be the most beneficial overall all. Some paradigm regarding
Semantic Web is needed to be considered at the time of getting the feedback from the consumers
at certain extension (Pinto et al., 2017). The feedback system will be extremely useful for
producing new data through transferring the old consumer data into machine language format. In
addition to that, for successfully producing new data and information regarding the consumer
viewpoint, it is essential to shear and reuse a suitable and automated machine language
transformation process where the feedbacks has been processed by the consumers in written
language. Some semantic and sophisticated annotation tools are required for successfully
implementing the feedback process into the hotel.
In the specific moment, the consumer feedback system will look after for the attitude, feelings of
an entire consumer base while considering natural spoken languages. However, it is quite
difficult for large organizations like The Canary Wharf Hotel to assess the language feedbacks of
the consumers while following a simple way (Huang et al., 2015). Converting the opinion of
consumers into machine language can certainly assist the organization to understand the basic
needs and demands of the consumer base.
Automation regarding some unstructured free-text feedback highly required some analytical
advancement process that inherits some intelligent mechanism. Intelligent mechanism is also
required for conducting semantic automation. However, it has been observed from different
instances that even some structural element belonging from effective consumer feedback greatly
lacks semantic automation, which ultimately leads towards disintegrating with other similar
semantic data as well as information.
The analytical process of semantic text, which is a form of consumer feedback, provides a free-
text format. The Canary Wharf Hotel can use one of sentiment analysis or opinion mining as a
form of conducting consumer analysis (Romano et al., 2017). In addition to that, it has also been
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