Service Quality Assessment: Canary Wharf Hotel Case Study

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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.....................................................................................................................................16
Reference List................................................................................................................................17
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Introduction
In recent global economy, tourism industry contributes hugely and the industry is also
responsible for increasing the overall rate of GDP in context of different nations. At the study,
diverse parameters regarding managing service quality in context to travel and tourism industry
will be evaluated. At the exact report, key importance regarding managing as well as measuring
service quality will be evaluated from the perspective of hospitality organisations. Some
recommendations will also be provided in order to justify the adaptation process of service
quality methods. Additionally, current service delivery patterns from The Canary Wharf Hotel
and its effect towards managers as well as front-line employees will also be evaluated at the
report. Lastly, adequate CFS (Consumer Feedback System) will also be produced so that the
hotel gains the ability of improving its service delivery patterns at certain extension.
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Main Body
Importance of managing and measuring service quality, recommending the adoption of
appropriate service quality management methods.
Managing service quality from the perspective of entire hospitality industry is getting quite
important since it has been observed that service quality can directly improve the sustainable
position of any organisation belonging from hospitality organisation. Organisations of travel
industry can adequately increase their service quality for attracting more consumers while
satisfying their current consumer base, which will increase their profit generation. Moreover, the
entire critical success factor from the perspective of any hospitality organisation widely depends
in their service quality (Ali et al., 2016). Therefore, it can be illustrated that managing service
quality is adequately important for gaining consumer loyalty, which will automatically make
these consumers more loyal.
Additionally, service quality management is also adequately important for keeping up happier
environment at hospitality organisation, which will increase the satisfaction as well as
confidence level of their employees also. Therefore, managing quality service is also quite
importance from the perspective of lowering employee turnover rate at certain extension.
Moreover, amicable environment that can only be created through managing service quality is
useful at satisfying the basic need of consumers (Kalargyrou et al., 2018). In addition to that,
security of different organisations belonging from hospitality industry can also be increased by
greater extension while considering improving service quality. Secure environment can also let
employees to not get bothered regarding security related issues, which will ultimately increase
their service delivery patterns that let the organisation to improve their safety measurements.
Moreover, it can also demonstrate that managing service quality is also adequately important
towards providing better value for consumer purchase. Consumers can be satisfied extensively
when they discover that they are gaining adequate value for their overall spending. Therefore, the
consumers will not be opted to change their hospitality organisation by any means. Therefore, it
can be evaluated that effective as well as efficient quality service can extensively assist any
organisations belonging from hospitality industry to attract a set of different consumer bases
while minimising potential threats (Wu and Liao, 2016). Service quality is needed to be
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measured at regular level by the management department of different organisations belonging
from hospitality industry since by measuring as well as managing service quality, it will be
possible for recent organisations to regain as well as retain their values. Moreover, regular
checking process of service quality is also adequately important for finding out possible risks
that might get faced by recent organisations of hospitality industry at certain extension.
There are a range of different theories as well as models that could be used by recent
organisations belonging from hospitality industry to improve their service quality. Every one of
these methods as well as procedures has its own advantages as well as disadvantages (Bharwani
and Jauhari, 2017). Since the study is concerned regarding hospitality industry as a whole, it has
been recommended towards recent organisations of hospitality industry to use The Five Gap
Model as well as Critical Incident Technique model. Both of these models are useful at
measuring service quality at certain extension. Description of these models has been identified
below:
The Five Gap Model- This model in particular is extensively helpful towards understanding the
key need as well as preference of consumers from the perspective of service quality. The model
is highly recommended towards the recent organisations of hospitality industry since it has been
observed that the model assist them at understanding their gaps in five different aspects, which
includes policy gap, knowledge gap, communication gap, delivery gap as well as consumer
gap.
Knowledge gap- In order to mitigate knowledge gap, it is radically important for recent
organisations belonging from hospitality industry to get idea regarding the basic expectations of
their consumer base (Izogo and Ogba, 2015). In order to gather relevant information regarding
the gap, it is essential for recent organisations to use the interaction process among their
consumers and employee.
Policy gap- Recent organisations belonging from hospitality industry has to look after their
organisational policies to assess whether their organisational policies are being helpful towards
their consumers or not. Reinforcing strategies might be helpful from the perspective of knowing
policy gap.
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Delivery gap- The particular gap ensures that employees of recent hospitality organisations are
working extensively towards managing as well as mitigating the recent needs as well as
expectation of their consumer base (Sadeh and Garkaz, 2015). Continuous training process might
be extensively useful towards minimising the gap.
Communication gap- While mitigating the communication gap, it is radically important for
different organisations belonging form hospitality industry to adhere of adequate marketing
policies that will satisfy their consumer base. Thus, it will also improve their service quality.
Customer gap- Managing the previously described gaps might be helpful towards mitigating the
current gap. Successful mitigation of all of these gaps easily ensures the fact that recent
organisations are managing their quality aspects.
Figure 1: Five Gap Model
(Source: Yuen and Thai, 2015)
The advantages as well as limitations of the model have been illustrated below:
Advantages- The basic advantage of using Five Gap model is it provides the opportunity of
track back consumer perception and it is also closely related with the satisfaction rate of
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consumers (Yuen and Thai, 2015). Moreover, it also assists towards measuring service quality
regularly. These are the basic advantages of the model.
Disadvantages- Dominant contributors of the gaps cannot be found through the help of five gap
model, which is the biggest disadvantage of the model. Moreover, it has also been observed that
process orientation cannot be gathered while considering this model.
The Critical Incident Technique- The particular technique is adequately important from the
perspective of recognising the current happening inside of a hospitality industry as a whole. A
range of different samples are generally being used for using the critical incident technique so
that the recent organisations of hospitality industry can increase their quality related aspects at
certain extension (Carpenter, 2018).
For successfully implementing the entire process regarding Critical Incident Technique, some
existing as well as basic criteria is possible to be considered. These have been demonstrated
below:
 CIT mostly centers on critical as well as real incidents that might happen at any time.
 The user himself/herself needs to consider perform CIT all by them for managing its
usefulness.
 Particular reports that are associated with consumers as well as critical system are
considered at the exact matter (Curran et al., 2019).
 The exact interaction processes among employees as well as consumers has to be
measured for successfully completing the process of CIT at several different
extensions.
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Figure 2: The Critical Incident Technique
(Source: Vijayakumaran et al., 2016)
1st step- Gathering facts
At the primary stage belonging from CIT, different consumers of recent organisations belonging
from hospitality industry have to gather retrospective data by conducting some open ended
questionnaire. At the stage, both positive as well as negative feedbacks from the consumers can
be gathered extensively. Moreover, the positive as well as negative facts are generally being used
for implementing performance appraisal system that might consistently decrease employee
turnover rate.
2nd step- Adequate analysis regarding gathered content
At the second step, different forms of feedbacks that is being gathered through the consumer are
being analysed for soliciting different incidents that let the consumer visits the same hospitality
organisation again (Park et al., 2016).
3rd step- Creating feedback
It can be illustrated as the final stage regarding the entire process and at the stage different
hospitality organisations get a clear review of the positive as well as negative aspects of their
services. It will assist them towards implementing the entire quality aspects of the organisation at
certain extension.
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The advantages as well as disadvantages of the following system have been covered below:
Advantages- Key advantage of using the model is it allows respondents to choose their response
form a range of different values. Additionally, it also offers restricted observation that considered
careful explanation of different aspects.
Disadvantages- Main disadvantage of using the model is it does not rely into the viability of
gathered data. Moreover, while using the model different incidents as well as event might be
misunderstood that leads towards less organisational excellence (Nylén and Isomöttönen, 2017).
Current service and delivery pattern of the organization and the impact on front-line
employees and the managerial application
Careful analysis regarding the overall case study is extensively important towards outlining the
basic fact that the entire service related quality aspects of the organisation The Canary Wharf
Hotel is not adequate. For the reason, it has been observed that the organisation is lacking at
satisfying their overall consumer base, which automatically lea them towards decreasing their
profitability at certain extension (Sweeney et al., 2016). Therefore, it can be derived that the case
study organisation is failing in recent context towards providing adequate service delivery
system from the perspective of their consumers.
The organisation Canary Wharf Hotel inherits more than 100 modern as well as stylish rooms as
well as suites for serving their overall consumer base. At the year of 2012, the organisation
opened a separate banquette room as well as a luxury conference room so that they can mitigate
the basic need of their overall consumer base. They had made the conference as well as
banquette room for increasing the quality aspects of their organisation. In addition to that, it has
also experienced that the organisation in recent context is quite opted towards offering a range of
different variety in terms of food as well as beverage for attracting more consumers towards their
consumer base (Meesala and Paul, 2018). Their hotel rooms as well as other places are
adequately important towards arranging a range of different formal, semi-formal or even
informal meetings at certain extension. Their hotel rooms are also useful towards arranging
family meetings.
Exact service culture belonging from the organisation is comparable with maintaining basic
standards that are associated with quality assurance. Additionally, from the case study, it can also
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presume that the organisation currently has an existing model for conducting service as well as
delivery from the perspective of their basic consumer base. In recent context, the organisation is
implementing a personalised approach that is quite impactful overall. The hotel is also has
different facilities such as spa, gym as well as swimming pool for serving their basic consumer
base at certain extension (Dedeoğlu and Demirer, 2015). The organisation is able to increase
their service capacity by 200% in recent days. However, it has been observed that the current
service facility that has been provided by the organisation is not optimal. Waiting queue is
generally extensive at the hotel, resulting into almost 1 hour of waiting time.
For these basic things, it has been observed that the organisation is failing at satisfying their
basic consumer base. Due to the lack of effective consumer feedback system, the managers are
also not able to gain perception regarding the preferences of their consumer base, which resulted
into basic faults at their current service as well as delivery patterns (Talib and Rahman, 2015).
Since a huge percentage of their employees are being hired with contract, they cannot get
sustain to the organisation. Moreover, new employees did not have enough perception
regarding the current vision and mission of the organisation, which also lead towards consumer
dissatisfaction. The employee turnover rate from the perspective of the organisation is getting
higher and resulted into decrease organisational excellence.
There is a bunch of different problems that are associated with the supply and delivery service of
the organisation and most of these problems are being regulated with not interpreting consumer
feedbacks effectively. However, from the case study, it can be described that the organisation is
trying to improve their employee turnover rate so that they can become sustainable at their
service delivery method. The manager belonging from the organisation only checks feedback
from consumers once a week and he/she always check the consumer feedback into the official
website of Trip Advisor. However, majority of the consumers provide their valuable feedback at
social networking websites such as Facebook and Twitter, which has never been checked by the
manager. It leads towards ineffective information gathering that put some gaps at the current
service delivery patterns of the organisation.
Impact towards front-line employees- Analysing the case study provides the insight that front-
line employees are not having good time from the current service pattern of the organisation.
Since the management of the organisation communicate with them rarely regarding the overall
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need and expectation of the consumers, the front line employees always fails at satisfying the
consumer base. It leads a bad impression regarding the front line employees towards the
consumer base. Therefore, the front line employees are also not getting any form of satisfaction
from their jobs, which affect them negatively. It ultimately resulted towards increased employee
turnover (Binning et al., 2017). It is also not good for their professional career as this will affect
their mentally negatively. The organisation is currently having a high employee turnover rate of
almost 60%, which is clearly not adequate for the organisation. In addition to that, since there is
not any training method that incorporates with the service pattern of the organisation, it will also
affect them negatively.
Impact towards managerial implication- Adequate analysis of the provided case study is quite
important towards opting out the fact that the current management system of the organisation is
not able to maintain the basic satisfaction rate of their employee base, which resulted into
decreased organisation productivity as well as profitability. For the current ineffective service
patterns, it is quite impossible for managers to conduct separate marketing strategy that will be
beneficial for the organisation. These things affects negatively towards the managers of the
organisation. However, the recent service delivery pattern of the organisation made managers
permanent employees of the organisation, which is obviously beneficial as well as adequate for
their professional career.
However, it has been observed that the current service as well as delivery pattern of the
organisation is making some internal confliction among different employees of the managerial
job role. The managers are also not working with their optimum potential as they are not
checking consumer feedbacks in regular basis. Moreover, it has also observed that the
management of the organisation is not adequately optimised towards bringing different changes
at their service as well as delivery patterns.
Produce a consumer feedback system framework that the organization can utilize to
monitor and continually improve service quality.
After initialising the given case study, it is being experienced that the organisation Canary
Wharf Hotel is currently facing different types of service related issue and they are also not able
to satisfy the basis needs as well as expectations of their consumer base. Part of the reason
behind that is their ineffectively designed feedback system for consumes. They are not able to
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assess positive as well as negative feedbacks provided by their targeted consumer base and it
might also affect their future consumer base as well. Simple methods or frameworks cannot be
taken into consideration for minimising the problem.
In order to minimise the specific problem, the organisation should incorporate some form of
feedback gaining procedure. Semantic web technologies might be useful for building up a
feedback gaining procedure. This exact feedback gaining procedure is quite useful as it might
assist hospitality organisation like Canary Wharf Hotel to transform old data regarding
consumer feedback into machine level language. The written languages of consumers are
generally being translated into machine level language for making an automated consumer
feedback system at certain extension. Different forms of sophisticated annotation tools as well as
semantic tools are needed to be taken into consideration by the Canary Wharf Hotel for making
the exact consumer feedback framework.
The entire system will consider the feelings, attitude of a consumer base for gaining their
feedbacks. Without involving semantic web technologies related framework, it is quite
impossible for the organisation Canary Wharf Hotel to interpret consumer feedback and make
their service and delivery service according to it. Moreover, it has also been observed from
several different instances that semantically enhanced consumer feedback system will minimise
human involvement from the perspective of gathering effective feedback (Khriyenko, 2015).
Therefore, the managers belonging from the organisation can utilise their time in other activities
rather than collecting employee feedback. Since the entire feedback system is structured with
some form of advanced analytical process, it can be described that the flow of free text feedbacks
can be minimised at certain extension. However, in some instances, it is being assessed that
some form of consumer feedback might lack in semantic automation. Therefore, it is a clearly
challenging for the organisation Canary Wharf Hotel to minimise the issue while implementing
the feedback procedure (Atwan et al., 2016).
However, it has been observe from several different instances that only some contents of a
consumer feedback need semantic enrichment and the other parts can be evaluated normally. The
overall feedback system is comprised of a special ontology that is adheres of customer feedback
and its related tools. In order to make digitalised content through the help of consumer feedback,
some feedback provider tolls are easy to be considered. Actual numbers of inputs is also quite
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