Analysis of Service Quality and Management: South Quay Hotel Report

This report examines service quality within the context of the South Quay Hotel, a case study focusing on service management and customer satisfaction. The introduction defines service quality and its importance in the service industry, emphasizing its impact on customer satisfaction and brand reputation. Task 1 explores the importance of managing and measuring service quality, highlighting its role in long-term survival, competitive advantage, customer experience, and marketing. The report analyzes various steps in measuring service quality, including gap analysis and the application of the RATER model (Responsiveness, Assurance, Empathy, Reliability, and Tangibles) to assess and improve service delivery. The analysis reveals issues faced by the hotel, such as poor service and low-quality offerings, and suggests improvements, including staff training, to enhance customer satisfaction and overall service quality. The report provides a comprehensive overview of service quality management, addressing the challenges and providing recommendations for improvement in the hospitality industry.

SERVICE QUALITY

Introduction
Service quality refers to the aspects which means as an delivery system of goods and
services which is meant to take out the effective results in the service industry. It is connected
with the level of satisfaction of their customers on the services which they availed by the
business enterprise. The main aim of the organization is to provide their services in an effective
manner which helps the in increasing their sector of services while providing the prominent
level of satisfaction to their customers. When the customers get high level of satisfaction then
they use to promote it by mouth to mouth publicity. For increasing their quality the company
uses to innovate their services while adopting the updated techniques in their services. This
helps in proving effective and efficient services to their customers. Beside this the firm is also
concerned about the improvement of the operational qualities in their workforce because in
the service industry customers use to direct contact with their staffs in order to avail the
services. The attitude and behaviors of their staff will be affected their customers satisfaction
on the services provided by the company. This assignment is based upon the South Quay Hotel
which is operating since 2005 AD which is located in South Quay DLR in London East. It has
around 100 rooms which are designed modern and stylish for all class of standards. This report
is based upon the case study the South Quay Hotel which deals with the managing activities of
their services and the feedbacks of their customers.
TASK 1
What are the Importance of management and measuring of service quality and recommendation
of appropriate service management methods
The main function of the company is to maintain their services which will be helpful in
attaining their targets. Hospitality industries organization works on providing the good quality
of services by putting extra efforts in maintaining their standards which will enhance their
image in the marketplace.
Importance of managing service quality:
Every organization needs to maintain their service quality during achieving the goals of
the firm. The quality of their services will be depended upon the feedbacks and satisfactions of
their customers who are availing their services. This helps the firm to differentiate their services
from their rivals. This tool of management helps in enhancing their quality of services of their
products and services. There are several factors which are as follows:
Survival in long run: The quality with context to numerical and quantitative specification
quality can be measured so that the company ca analysis their standards of services and what are the
customer’s requirements. When the company is maintaining the good quality of their services then it
will resulted in enhancement of their revenues and helps the firm in long run survival. The proper
supervision over the market helps the firm to analysis their competitors about what they are providing
and in what manner they are providing their services. It helps them in maintaining their own standards
which leads to attract large number of customers. For surviving in the market the firm has to maintain
the good quality of their services.

Competitive advantage: The customers has a huge amount of options to satisfy their needs for
which they can analysis the best for full filling the demands of their needs and wants. For surviving in the
market the firm has to maintain their standards of quality.
Enhancement of customer experience: When the company uses to manage their quality of
services which will be helpful in managing the customers experience. When the organization uses to
improve their quality, which will be resulted in enhancement in the customer’s experience which will be
resulted in the growth of organization.
Marketing and Promotional tools: It means when the company uses different techniques to
develop their services and promotions of such services this will be helpful in satisfying their customers.
The satisfaction of the customers can be used as a tool by the company in order to promote their
services in the marketplace. This technique helps in attracting more customers. For this the company
has to maintain high quality of their services due to which mouth publicity can be received which will be
held as a positive result towards the growth of the firm. . This is known as indirect method of marketing
in which loyalty of the customer can be made in the market.
In the hospitality industry the organizations can face numerious challenges with regards to their
quality. In this case it is difficult for the firm to maintain such structure. To rise over this problem the
firm uses to adopt different techniques which will be helpful in maintaining their structure. To enhance
their performance the company can follow the various steps which are as follows:
Measuring service quality:
To resolve the above mentioned problems the company can have a clear understanding in
enhancing their services at prominent manner for which there are various steps that the company can
follow in order to attain their objectives:
 First step: with context to the case study, The South Quay Hotel use to manage its 4 star hotel’s
services quality and their performance for attaining the satisfaction of their customers. There
primary aim is to provide services in an effective manner which helps them in generating
revenue and brand image in the market which resulted in sustainable growth of the
organization. They chosen organization provides the service of food and beverages, bedding
services, room services and many more services related to hospitality industry. The higher the
firm provides services the greater their customers will be satisfied and this will enhance their
rating.
 Second Step: the second steps talks about the gap between the desired goals of the company
and what they achieved is measured. The managers use to appoint the proper staff to fill the
gap so that it can be removed. To attain the desired performance of the workforce the
managers are appointed to supervise them properly so that they can guide them and look after
their function accordingly. The outstanding aim of the organization is to fill the gap so that it will
be easy for the firm to attract new customers and to enhance their values. In case of The South
Quay Hotel, the managers use to prepare the detailed information about their working and on
their desired targets. This will leads to the increase in the value of customers and helps in
satisfying them in an effective manner.
The above discussed steps it can be summarized as customers perception and their satisfaction plays an
important role in determining the quality of the services of the organization and this also helps in

enhancing it. There are five dimensions which are which are required to be examined those are as
follows:
Responsiveness: this factor refers to the proper execution of services and discuss about the
ways which will be helpful in rendered the performance of the organization. The South Quay Hotel is
failed in attaining the desired goals of firm and also not able to provide satisfactory services to their
customers. Clients of the hotel faced many issues in their provided services which resulted in negative
image of their brand in the market. Some of the issues are related to poor services, low quality of food,
dirty rooms, long awaited time and many others.
Assurance: This refers to the assurance of the customers who has availed the services. The
South Quay Hotel’s front office department is responsible for solving the problems of their customers. In
this case scenario, the customers faced lots of problem which are related to their service, quality of food
and other issues but the managers of the organization failed in resolving their issues which resulted in
negative feedbacks of the company. This resulted in high assurance problems of clients which the firm is
expected to solve them on time in an effective manner so that they can satisfy their customers to
eliminate their inconvenience.
Empathy: The South Quay hotel is expected to manage the all dimension of services which are
provided by them. The workforce and managers are trying to solve their customer issues so that it will
be grateful for the firm to attain their customer’s empathy. This resulted in enhancing the customer’s
satisfaction by them their quality of services.
Reliability: This refers to the capability and competence for the service provider. The South
Quay hotel they are required to offer their services in an effective manner as they promised so that it
will be easy for the firm to attain their set desires. This helps in attracting their customers in availing
their services.
The above discussion of different factors are of RATER model, in order to attain the of services
high quality. This helps The South Quay Hotel to analysis their customer’s expectation and their standard
on which they are providing services. To full fill this gap the managers of the hotel is trying to provide
training to their workforce so that they can provide better services to their customers in an effective
manner.
Improvement of service quality: