Service Quality Management: Methods, Employee Impact, & CFS Framework

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Added on 2024/07/12

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This report justifies the importance of managing and measuring service quality, recommending appropriate service quality management methods such as SERVQUAL, mystery shopping, and post-service ratings. It analyzes a case study of The Canary Wharf Hotel to establish current service delivery practices and assesses the impact on front-line employees, their engagement, and managerial implications, highlighting issues like poor service, unaccommodated wedding guests, and waiter dissatisfaction. Finally, it proposes a Customer Feedback System (CFS) framework to monitor and continually improve service quality, emphasizing the importance of customer feedback, complaint policies, market research, benchmarking, and social media monitoring. The report concludes by reinforcing the need for continuous improvement and responsiveness to customer needs to enhance service quality.

ASSESSMENT 1 PROJECT REPORT

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Contents
Introduction:............................................................................................................................... 3
LO1: Justify the importance of managing and measuring service quality, recommending the
adoption of appropriate service quality management methods:.................................................4
LO2: Reading the case study you can establish their current service delivery/practices.
However you need to access the impact this will have on the front-line employees, their
engagement and also managerial implications:..........................................................................8
LO3: Finally, produce a Customer Feedback System (CFS) framework that the organization
can utilize to monitor and continually improve service quality:..............................................11
Conclusion:.............................................................................................................................. 13
References:............................................................................................................................... 14

Introduction:
Quality management is an act to check the process and activities of any task that are required
to maintain a level of excellence. This act of quality management contains different policies,
planning and control for the improvement of quality management. Visit England’s QIT
(Quality in tourism) as the role of consultant of quality management to improve the current
services. The further report will create on the quality management by using different factors
like, measure the service quality with finds the methods to resolve the issues of the quality
management. The next factor that will cover in the next part of the report is to establish the
current service by using the case study. In the case study, a hotel named as The Canary
Wharf, located in East London since 2000, has various suites, rooms, gym, spa and other
facilities. The last factor is to resolve the feedback of the current system of the framework
and monitor the complete process with the methods of improving.

LO1: Justify the importance of managing and measuring service quality,
recommending the adoption of appropriate service quality management methods:
Quality management is also known as the total quality management because it includes the
complete procedures like planning, assurance, policies of quality and others. Breaking down
quality management is the core management of a business that includes the products, services
and culture of the company. There are different purposes of the quality management as
follows:
 Improve the process
 Reduce the waste
 Low cost
 Engaging the staff members
 Set the wide direction of the organization
A quality management system has different advantages as it meets with the customer
requirement to improve the business with sales and marketing. It also meets with the
requirement of the organization for the cost-efficient manner and provision of products. the
different elements of the quality management are as follows:
 Management of data
 Internal process
 Quality of product and customer satisfaction
 Opportunities for improvement
 Quality analysis
The basic steps of design or implement a quality management are like, design, build, and
control, deploy, measure, review and improve (Asq, 2018).
Resources are also an important factor to improve the quality management of and its services.
Follow the principles as follows to initialize the quality management related to the resources
as follows:
 Customer focus: cover the need of the customer as well as provide the services to the
customer so that they can easily understand the business and its products.
 Leadership: it provides a direction for the business by creating the leadership for the
business. Leaders should have clear objects and goals to achieve for the business.

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 Involvement of people: involve the staff members to increase the innovation and
benefits
 The approach of the process: it includes the factors of effectiveness and efficiency to
increase the consistency and understanding of the process.
 Continuous improvement: increase the ability for continued improvement as well as
the flexibility and performance (British-assessment, 2017).
It is important to measure and manage the service quality by using different tools and
services like,
 Customer reach: identify the needs of the customers and launch offers at the best
price for the customers so that they can select the products according to their choice.
Plan some strategies for the customers and attract them to increase the sale of the
origination.
 The policy of customer complaint: Complaints are the steps to manage the business
in a good manner. Owners see the complaints and provide the opportunity to the
employees to resolve them and create a strong relationship with the customers. Tell
them the reason behind the issues of the organization.
 Market research: gather the information from the market research and the market
research has different types as follows:
o Primary Research: this method used to collect the information from the sources
like surveys, interviews and from the direct observation to the customers.
o Secondary Research: Collect the information from the sources like internet,
market research, database of the customers, stock list and government agency.
o Quantitative research: it used to collect the numerical data from the sources like
sales figures, financial trends, and customer feedbacks and from the online
questionnaires.
o Qualitative research: this research provides the attitude and views from the factors
like reviews of the customers and competitor websites, the conversation of the
groups and formal conversation with the customers
 Benchmarking: to benchmarking the business by contact with the industry
association and compare the different products of the customers. It helps to improve
the efficiency and productivity.

 Review websites of tourism customer: check the reviews of the other websites of the
tourism fields because the current project is also about a hotel that is related with the
tourism area. These reviews are also important to measure the service quality and
manage them.
 Websites of social media: promote the organization through the social media and
follow the customer’s feedbacks about each product. The advantages of the social
media in managing the quality services is, it is a fast and easy way to share the
information and broad reach (Business, 2018).
An organization needs to follow different dimension to check the service quality of the
products as follows:
 Reliability: it used to check the accuracy and dependability of the system or company
as well as in the software area; it checks the function of the application and graphical
user interface.
 Responsiveness: deliver the services before the deadline and resolve the customer’s
issues as soon as possible.
 Assurance: used to measure the ability of the trust of the customers and assures them
about to handle the project and application (Richa, 2014).
Recommend different methods for the adoption of appropriate management of service quality
are explained below. These methods are important to manage the quality management of the
organization.
SERVQAL: a common method to measure the service quality elements by taking the survey
of the customers and rate them. The elements are as follows: reliability, tangibles, empathy,
assurance and responsiveness.
Mystery shopping: this technique is used for the hotels and restaurants mostly as to become
the hidden customer to check the service quality. It checks the fake qualities inside the
company and observes the employees.
Rating of post service: it’s like to ask the customer to give the rating, just right after the
delivery of the product. The chat support and phone support is also related to it. Rating the
services after the complete experience of the product by the customers is the appropriate
method. Also rate a product by the customers is also a method to check the quality
management.

Follow the survey: ask to give the rate to the products by the customers that are a complete
advantages term for the organization. Multiple questions are provided in the survey of the
organization or products. It is a useful technique to rate the product and for the quality check
of the company.
A survey by the application: create the mobile platform of any website and initialize the
application by the customers on mobile. It is easy to give the rating by using the mobile
application.
A score of customer effort: this method is taken from the article of Harvard Business
Review that is related to the efforts of the customers like; give bad reviews to the companies
for their bad services and rewards to the company for their good service.
The monitor of social media: it is a place where any customers can give their opinion about
the services. The famous social media monitoring tools are like, Facebook and Twitter. This
method is very relevant as the other followers of the social media can see the feedbacks
(Pascal, 2016).
These are the important tools and methods for the management of service quality as used by
the companies and customers. Some other methods are also discussed below; these methods
are used to check the quality management of the organization.
 Encourage the feedback from the customers to improve the quality services and create
a team to resolve the feedbacks.
 Agents are required to attend and listen to the calls to discuss the points of improving
the quality services.
 Do the survey after every changes and interaction and a number of feedbacks from the
customers. This survey should increase the quality of service of the company.
 Create a team to manage these kinds of issues like performance, quality and feedbacks
(Golkar, 2016).

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LO2: Reading the case study you can establish their current service delivery/practices.
However you need to access the impact this will have on the front-line employees, their
engagement and also managerial implications:
In the case study of the current assignment is include the study of quality service of Canary
Wharf Hotel, which is a three-star hotel based in East London. It has more than hundred
rooms and suites including premier, standards and executive. The hotel also started the
conference facility as well as the banqueting suite in 2012. The other facilities that provided
by the hotel are as, swimming pool, spa and gym. The services of the food and breakfast are
available in the dining area and restaurant and Norman bar is also included in hotel services.
Recently the hotel complete refurbishment and increase the area of rooms and suite up to
200% and start the services of event bookings.
As the hotel is registered on an online platform to book services by the customers, the hotel
staff and trip advisor get feedbacks from customers in the last few months. This feedback and
review have various issues from the hotel side, which are required to resolve by the manager
and other admin staff of the hotel. Some of the issues are provided here as follows:
 The services of the hotel are very poor; customers are waiting for an hour in the hotel
lobby before check-in, into the hotel.
 When the customers asked for the compensated because of poor services, the hotel
staff declined for this as the manager is not available there a week. After many calls to
the manager, we got compensated from the hotel side and refund full money and
request to revisit again to stay in a hotel.
 As the services provided for the first time, customers have doubt about revisiting and
staying again in the hotel. In the hotel lobby, the front desk was so busy to give any
reply for asking the table booking for the restaurant or book a taxi. These are major
issues for any customers who didn’t get any response after paying for the services.
 The staff of the hotel did not accommodate the wedding guests properly and unable to
cope with them. This act is completely shameful to the hotel staff and the organizer of
the event was unhappy with the services that are provided to his guest.
 The waiter services are also dissatisfying the guests and he gives no answer to any
questions and just told us to talk to the manager. The manager did not react anything
to this situation and did not apologise for this kind of act.

 The overall things completely disagree with the customers and the owner of the event
organizer. The amount of money is completely wasting by this hotel and did not
apologise for these kinds of acts.
 The current services of the hotel, as well as the delivery system of the services, are
explained above with the evidence of customer’s reviews and feedbacks. These
services are related to the staff of the hotel. Manager and other admin staff are not
included so much in these issues.
 The manager checks the reviews of the trip advisor only once a month. The hotel also
has the Facebook page for the social media promotion of the hotel and customers give
feedback on this page of the hotel but management team does not have time to check
these reviews and to resolve them.
 The staff members do not interested to do the job with complete willing power
because the hotel staff feels that there is no owner of the hotel and they didn’t get any
reward for their services. There are only 40% of staff members who are doing the full-
time job with this hotel, rest all the staff members are part-time.
 The hotel admin and management does not pay a proper wage to the staff members
and hire the staff members only on an ad hoc basis with the training of a week only.
 As the role of service quality consultant, I would like to call the worst services of the
hotel Canary Wharf that is below from three-star and all the responsible person of the
all the faults and the issues are the manager and management of the hotel.
 The service standards rules are defined as the customers and guest only wait for 15
minutes when they check in into the hotel but in the hotel Canary Wharf, guests wait
for one hour or more for check-in.
There is the various impact of the quality management in the hotel as well as on its
employees in different levels like, on the front line employees, on management and their
implications for engagement. Quality management is an initial test of the creative service of
any organization. It affects the leadership and commitment of the organization when they get
the issues in the form of customer’s feedback.
It is required to test the infrastructure of the organization by using a creative test of the
services of the organization. Resources of the hotel are affected by the customer’s bad
feedbacks and the information and communication system does not work properly.

The front line employees are included like who directly interact with the customers of the
organization. In this type of employees, including sales, customer service operations,
consultants, marketing and business unit. The other side of the employees is called the back
office that never interacts with the customers of the organization. As the current issues are
related with the hotel industry so there is front-line employees are like, customer service as
the waiter, operations are like desk support that provide the information to the customers
(Spacey, 2018).
The customer’s feedbacks are like the conversation and dialogue that used to check the
customer’s opinion as these opinions are important in the growth of the survey and real world
of the organization. The impacts of the customer's feedbacks are also applied on a senior
level like management and their engagement in each decision. This impact effects the
organization and the society.
Customer feedbacks would be very useful for a small business in case of cost-effective,
feasible and rating system of validating consumer. An organization may know about each
feedback of the customers that are important to improve the business operations. A feedback
becomes a good marketing tool for the business.
On the social accounts of the companies, there are a lot of feedbacks, in which most of are
posted from a single account, in this case, the online reviews is also a challenging method. A
feedback should be authenticated, specific and individualized then it would impact the system
in a good manner.
Feedbacks of the customers are always helpful as they are related to the performance
appraisal of the managers as well as their training evaluation and employee survey. Feedback
can motivate a person to do its best and make the relationship between employees and its
customers.
A real-time feedback can impact the performance of the managers and the other staff
members. The real-time feedback is opposite to the communication of traditional store that
used to satisfy the survey results. The engagement of the employees impacts the loyalty of the
customers (Insyncsurveys, 2012).
A good feedback from the customers is a learning chance for the employees as well as for the
management of the organization. It increases the job satisfaction and improves the morale. It

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creates the healthy relationship with the customers and understanding the goals and standards
to achieve.

LO3: Finally, produce a Customer Feedback System (CFS) framework that the
organization can utilize to monitor and continually improve service quality:
A customer feedback system improves the quality of the service and utilizes to monitor the
process of customer satisfaction. The framework of customer feedback system is used to
interact the information of the organization. Here are different terms that used in the
framework of customer feedback system are as follows:
The framework of customer feedback system is used to understand the business with their
clients and customers in an organization. This term is used to gather the information about the
customer and analyze the marketing strategy to optimize the sale of the organization.
The customer feedback system is used to identify the unhappy and dissatisfy customers and
clients with the use of past score and similar data. This term is also used in the process of
initialization of the protocol and also to resolve the issues of the customers. By resolving
these issues, company prevent the customers to close their account from the company
website. This term should be used by the hotel Canary Wharf so that they can resolve the
issues of their customers.
Improve the quality of the service by using the term of customer feedback system, analyze
and interpret the customer feedback that is similar with the different survey of the company.
Evaluate the feedback by collecting the customer data form the tables use them to resolve the
issues of the customer (Clark, 2015).
Follow the ACAF loop for the customer feedback that is like, Ask, Categories, Act and
follow-up. It identifies the customer satisfaction by using the different trends like,
 NPS (Net Promoter Score): it used to give the rating out of 10 about a service or
product and recommend the product to another person. Hotel Canary Wharf can use
this term for this customers. It measures the loyalty of the customers in the promoter
category.
 CSAT (customer satisfaction score): it used to measure the satisfaction of the
customer by giving the rating like, poor, fair, good, great and excellent. Live chat use
in this term to resolve the issues of the customer. It is short and high responsive.
 Social media monitoring: use the tool like Google alert to listen to the queries of the
customer. The most popular brand uses it like, Facebook, Quora and other (Halligan,
2018).

Improve the service quality by collect the customer feedbacks using different terms like as
follows:
 Survey of customer feedback: hotel Canary Wharf can use this tool to get the
feedback from the customers and try to resolve the feedbacks. The survey form can be
fill by social media or from the hotel website. Frontline employees are tried to
manage the customers and manager is required to handle them.
 Contact form of customer and email: it is the most useful way to collect the feedback
from the customer and use three elements for a better experience like, create the
feedback system, send the emails and assure about the customer response.
 Usability testing is used for the planning and delivers the methods to make a clear
path for a better experience. It is based on the products of the organization or website.
 Explore the customer interviews to focus on their attitude and inquire about their
habits for the critical methods.
 Social media is a platform to check the comments of the customer’s feedbacks and
reply them to conduct the feedback.
 On-site activity is used in the frequently asked question that represents the average
time of the web page (CIOTTI, 2018).

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Conclusion:
Successfully complete the importance of service quality in the first part with using the
appropriate methods of quality management. This part includes the purpose of quality
management with the different elements to follows. Various resources are also included for
represent the quality service management. The importance of the quality management is
representing with different elements. The second part includes the area of case study
regarding the establishment of service delivery and practices. The impact of the feedback is
also a part of this section that applies to the front line employees with their engagement and
implication. The last part includes the customer feedback system framework to utilize and
monitor the service quality using different methods.

References:
 Asq. (2018). What Is a Quality Management System? | ASQ. [online] Available at:
http://asq.org/learn-about-quality/quality-management-system/ [Accessed 8 Aug.
2018].
 Business. (2018). Step 6: Measure and manage service quality | Business Queensland.
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sport/tourism/running/customer-service/service-quality-toolkit/measure-service
[Accessed 8 Aug. 2018].
 CIOTTI, G. (2018). [online] Helpscout. Available at:
https://www.helpscout.net/blog/customer-feedback/ [Accessed 8 Aug. 2018].
 Clark, A. (2015). 5 Benefits of a Customer Feedback System -. [online] I Want it
NOW. Available at: https://iwantitnow.walkme.com/5-benefits-of-a-customer-
feedback-system/ [Accessed 8 Aug. 2018].
 Golkar, G. (2016). 7 Tips for Improving Service Quality Management. [online]
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experience/7-tips-for-improving-service-quality-management/ [Accessed 8 Aug.
2018].
 Halligan, B. (2018). Customer Feedback Strategy: The Only Guide You'll Ever Need.
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 Pascal (2016). 9 Practical Methods for Measuring Service Quality. [online] Userlike
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[Accessed 8 Aug. 2018].
 Richa (2014). [online] Blog.udemy. Available at: https://blog.udemy.com/service-
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 Spacey, J. (2018). 6 Examples of Frontline Employees. [online] Simplicable.
Available at: https://simplicable.com/new/frontline-employees [Accessed 8 Aug.
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 The British Assessment Bureau. (2017). The 8 Principles of Quality Management |.
[online] Available at: https://www.british-assessment.co.uk/guides/the-8-principles-
of-quality-management/ [Accessed 8 Aug. 2018].