Service Quality Improvement Project Report: Canary Wharf Hotel

This project report examines the service quality at the Canary Wharf Hotel, a 3-star establishment in the UK. It begins with an introduction to service quality, its evolution, and the impact of globalization on the hospitality sector. The report identifies issues such as flaws in service culture, employee dissatisfaction due to low wages, and ineffective recruitment processes. It explores the history of service quality, comparing Nordic European and North American schools of thought, and discusses dimensions like customer satisfaction, advertising, and the service profit chain. The report also delves into quality management and measurement methods, including SERVQUAL, service design, and the importance of customer encounters and service settings. The analysis highlights areas for improvement, emphasizing the need for better employee empowerment, service culture enhancement, and the implementation of effective feedback mechanisms like comment cards, online feedback, and personal interviews to enhance the hotel's service quality and overall customer experience. The report concludes by emphasizing the importance of service quality for business development and success.

PROJECT REPORT

Table of Contents
INTRODUCTION ..........................................................................................................................3
ASSESSMENT ..............................................................................................................................3
PART 1 ...........................................................................................................................................4
Measurement ..............................................................................................................................7
PART 2 ...........................................................................................................................................9
Employee's Empowerment .........................................................................................................9
Service quality culture ..............................................................................................................10
Under staffing/ Recruiting practices .......................................................................................10
PART 3 .........................................................................................................................................11
Comment card ..........................................................................................................................11
Online feedback .......................................................................................................................13
Personal interviews ..................................................................................................................15
Conclusion ....................................................................................................................................15
REFERENCES .............................................................................................................................17

INTRODUCTION
Globalization has given impact on diverse range of activities that are performed by the
hotel. Service quality is defined as concept in which comparison is made in the expectation and
performance of the enterprise. For example if any organization is delivering higher service
quality than it is considered that it is meeting with the needs and expectations of the buyers.
When measures are taken for making improvements in the services than it will support for
rendering superior quality services to the clients of the business (Beneke, Flynn and Mukaiwa,
2013)
There are various dimensions through which service quality is measured and it comprise
of tangibles in which physical features of the services are measured. One more dimension is
reliability and responsiveness in which reliability is degree to which the company is regularly
providing services to its business clients. Present report is based on The canary Wharf hotel
which is a 3 star hotel operating in UK. Issues faced by the enterprise have been defined and
various approaches that could be used by management of hotel for improving their service
quality have been defined in the report. In addition to that various methods for taking valuable
feedbacks and recommendations from buyers have been mentioned in the report.
ASSESSMENT
Case study
Canary Wharf Hotel is a leading 3 star hotel and it offers superior quality services to its
buyers. The hotel is equipped with 100 rooms and there are many stylish rooms in the hotel.
Along with this conference and Banquet suite are also available in the hotel and it is used for
hosting events, meetings and weddings and conferences. Recently management of the hotel has
identified various issues and it is observed that there are so many flaws in the existing services
that are offered by the hotel (Canary wharf hotel. 2017).
Poor services and lack of effective guest facilities create problem in rendering better and
effective services to the clients of the business. There are various issues which are faced while
delivering better and effective values to the buyers. Service culture of the company has various
flaws and due to which there are various complaints that are received from the consumers.
Employees face several issues due to the minimum wages that are paid to them and recruitment
process of the firm also does not make use of any planned approach. It is the major reason due to

which there is lack of skilled and qualified personnel in the hotel (Xu, Benbasat and Cenfetelli,
2013).
PART 1
History of service quality (Evolution) – It is important that all the services should be
provided to the users for meeting their needs and requirements. Hospitality industry of the nation
is facing huge challenges and it has become vital that better and effective services should be
provided to the users. Along with this, it is essential that needs and requirements of the buyers
should be identified. Any hotel which is offering better services as compared to other hotel
groups is likely to gain success and attract more number of consumers. There are various
elements that determines about the service quality and with this long term economic growth for
the organization could also be gained (Kern, 2014).
When better and improved services are offered to consumers of business than it supports
for ensuring long term growth and survival for the organization. Basically the idea and concept
of service quality originated in the 19th century with the growth of Hospitality sector. Travel and
tourism activities expanded in the market and it supported for increasing number of tourist that
used to avail services that are offered by the hotels (Moulaert, 2013).
Competition among hotel groups started increasing and due to that it became necessary
for business organizations to offer better services to buyers as compared to their rivals. Various
leading hotel groups started comparing their performances against a set standard and on the basis
of that they got opportunity for evaluating their weak performing areas. It supported them in
making positive and improvements in their existing services so that better values to the
consumers could be provided (Demirkan and Delen, 2013). Various types of dimensions are
included for measuring the quality of services and thus it will support for enhancing the level of
services in the firm. Various dimensions that are included comprise of functional, perceived and
technical quality that are offered to the buyers. Globalization and increasing competition in
market has created challenge for rendering positive and effective services to buyers so that they
can be attracted towards availing the services offered by the business.
1.1 Table of evolution of TQM
Total quality management is approach which is used for improvising the practices and
procedures that are followed in the hotel. This concepts originated in the year 1920 when the
term of quality management originated. At this time business organisations separated the

procedures of planning and carrying out the plan. In year 1950 methods of statistical analysis
were used by Edward Deming. In year 1968 Japanese introduced the concept of Total quality
management and this approach focussed on managing the organization quality and improving the
procedures used in the entity (Bowen and Schneider, 2014).
1.2 Comparison between two school of thoughts
Nordic European School of thought – In this concept major focus is given for conceptualization
of several services quality in hospitality industry. In this dis-confirmation theory is used for
measuring the service quality and thus it supports for measuring the existing service quality that
is offered by the entity (Claycomb and Martin, 2013).
North American school of thought – in this concept the model names as SERVQUAL is used
and in this model measurement of SERVQUAL is used for accomplishing the objectives. This
model can be used for evaluating the quality of services that is offered by the entity. It also
renders an effective medium for assessing the quality of services that are being offered by the
entity.
Service quality dimension
It is critical that measurement of service quality should be done so that current
performance of the enterprise should me measured against the set targets. There are various types
of dimensions that are used for measuring the service quality and thus it will help enhancing the
existing performance of the hotel (Filieri and McLeay, 2014).
Customer satisfaction
It is one major important area that is used for evaluating about how well a business is
performing. Customer satisfaction is a key for ensuring long term growth and success for the
business and thus it will support for enhancing the consumer satisfaction. In addition to that
Hotel has option for enhancing their consumer satisfaction by developing and improving their
existing services and it will also help for adding more number of buyers in the existing consumer
base of the hotel (Soteriou and Stavrinides, 2013).
Advertising and promotional campaigns can be organized so that people can be made
aware about the availability of superior quality services in the hotel. In addition to that marketing
concepts could be used by the hotel so that availability of products and services to buyers could
be ensured and through this profitability and financial revenues earned by the entity could be

enhanced (Xu, Benbasat and Cenfetelli, 2013). Financial revenues earned by the firm are
provided by the customers by availing the services that are offered by the entity. If needs and
expectations of buyers are not met than it will become difficult for the the firm for maintaining
the consumer loyalty.
Benefits
Rendering effective services to buyers will help for the organization in terms of making
increments in their financial revenues and profitability. There are various benefits that are reaped
by organisations by providing good quality services to buyers. In addition to that service quality
supports an organisation for gaining loyalty of consumers. It also provides a effective medium
for evaluating about whether the expectations and needs of buyers are getting satisfied or not. All
the parties gets benefited through this and long term growth and success for the venture can be
achieved through this (Xu, Benbasat and Cenfetelli, 2013).
Profitability (Service profit chain)
Providing superior quality services to buyers expedites for enhancing the profitability of
the company in successful manner and thus it also helps for making positive improvements in
financial revenues that are earned by the hotel. It aid for ensuring long term growth and success
for the entity and thus helps for rendering superior quality services to consumers (Mok, Sparks,
and Kadampully, 2013).
Business development and expansion/ Success/ Failure
According to the case study The canary Wharf hotel is a 3 Star hotel and in this
management of hotel is facing various issues and it comprise of poor services with in the hotel. It
is the major reason due to which profitability and financial revenues earned by the business will
also be getting affected. Clients of the hotel are also dissatisfied with the quality of services that
are offered by the hotel (Rauch and et.al, 2015). It is critical that hotel should make efforts for
making positive improvements in quality of services that are offered by the hotel. Positive
modifications that are made in the services will reduce the chances of failures and with this
competitive advantage can be gained by the business. Chances for occurrence of failure can be
reduced by making use of this method (Koyuncu and et.al, 2014).
Quality management and measurement methods
There are various types of quality management and measurement methods that are used
for evaluating the quality of services that are offered by the hotel. By making use of this method

weak performing areas of the business could be identified and on the basis of that improvements
could be made in the existing service quality of the hotel (Dabestani and et.al., 2016).
Service design
It is an innovative method which is used for evaluating about how effectively the services
provided by the firm are meeting the needs and requirement of client. It is critical that regular
evaluation and assessment of the services provided by the hotel should be done. It aid for
rectifying the weak performing areas of the hotel (Giritlioglu, Jones and Avcikurt, 2014).
Encounter
It is the stage in which encounter occurs between client and the hotel and client avails the
services and products that are offered by the Canary Wharf group. Once encounter is done than
post purchase stage is there in which buyers purchase the services that are offered by the hotel.
After encounter next stage is post encounter stage in which management takes initiatives for
taking reviews from the clients so that there response and feedback could be taken. It will aid for
evaluating whether services offered by the group are meeting with the expectations and needs of
the buyers (Taylan Dortyol, Varinli and Kitapci, 2014).
Setting
The term service setting is about physical evidences which are offered by the Canary
hotel. In case the services that are offered by the Canary hotel are intangible than it will become
difficult for evaluating the performance of the hotel. Any type of services that are earlier not
used by people are mentioned in this category (Wu and Ko, 2013).
Measurement
SERVQUAL
It is an technique that is used for assessing the quality of services that are offered by the
firm. Along with this, it is an approach that could be used for managing the existing performance
of the business and on the basis of that positive improvements could be made in the quality of
services that are being offered by the firm. For example if in this model expectations are found
higher than the existing performance of the hotel than it can be assessed that quality is less than
satisfactory. It is an innovative service quality tool that could be used by the business and on the
basis of that flaws existing in the system could be effectively identified.
There are various types of aspects that are measured by making use of this model and it
includes reliability, competence, courtesy and communication, customer satisfaction level and

with this it aids for understanding the needs and requirements of buyers and on the basis of that
performance of the hotel could also be improved (Saleem and Raja, 2014). It is used a measuring
tool that is used for evaluating the quality of services that are offered by the organisation. This
instrument is basically used for two terms and it measures expectations and perceptions. Various
dimensions that are measured comprise of reliability, assurance, tangibles, empathy
andresponsiveness.
FEEDBACK
Suggestions and recommendations given by staff members supports for enhancing the
performance of the hotel. There are various ways through which feedback can be taken from the
clients. Initially questionnaires can be sent and with this different questions can be asked to them
that involves direct and indirect questions that can be directly asked to them. In addition to that
online questionnaire can also be sent to the consumers so that fast and effective medium could be
used for taking response and review from the clients of the hotel (Prentice, 2013).
Gaps that are existing in meeting with the requirements and needs of the buyers could be
identified and on the basis of that efforts could be made for developing the products and services
that are offered by the hotel. Clients are one of the most important asset of the entity and it is
very important that their needs should be considered and on the basis of that improvements could
be made in the existing service levels. In addition to that, reviews and suggestions given by the
buyers could be used for enhancing the level of services that are offered by the business
(Giritlioglu, Jones and Avcikurt, 2014). Total quality management approach supports for
developing the services that are offered by the hotel.
STANDARDS
The Canary Wharf hotel is facing various performance issues and it has become essential
for the management to take initiatives for making positive improvements in the existing
performance of the business. Along with this, one more important aspect is to set specific
standards so that performance of the hotel could be measured against the set targets and on the
basis of that weak areas of the hotel could be improved. Standard should be set by the Hotel and
on the basis of that performance of the hotel could be measured. Setting standards will support
for directing all the efforts of the organisation towards accomplishing set goals and targets of the
hotel in effective and successful manner. If ant deviations are found than steps could be taken for
improvising the performance of the hotel (Mok, Sparks and Kadampully, 2013).

TQM
It is an approach that is used by organisations for enhancing the level of their existing
services and products with objective to deliver better and effective value to them. Hotel can
make use of this approach so that their existing operations could be improved and with this their
level of consumer satisfaction could also be improved and enhanced. Along with this, major
focus is given under this method for improving the services that are offered to buyers and on the
basis of that financial and other performing areas of the entity could also be improved. Total
quality management approach help for making development in the weak performing areas of the
hotel and management of hotel can take positive steps so that improvements could be made in
weak areas of the hotel and on the basis of that service quality delivered by the hotel could be
improved (Rauch and et.al, 2015).
PART 2
Impact of service quality on Canary Wharf hotel :- It is a term that is associated with the
guest experience that is provided to users of the hotel. There are various types of facilities that
are provided to the guests that comes for visiting the hotel. Presently refurbishment and
development process is taking place in the hotel. Big infrastructure development has been made
and reception area, leisure guests and restaurants have been developed and redesigned. As the
hotel group has been enhancing the rent by 200% and room and event bookings are also done by
the hotel (Koyuncu and et.al 2014). Profits of the firm are increasing but with this other issues
have also been created and there are many areas which are highlighted by the trip advisor and it
comprise great guest facilities that are offered by the hotel. Services that are offered by the front
desk executives are also very poor and staff members in the hotel does not make hard efforts for
accommodating the guest of the hotel. It is high time when management needs to rethink about
making improvements in their service areas so that effective and positive improvements could be
made in the performance of the entity.
Employee's Empowerment
Human resource is one most significant asset of the organization that contribute towards
accomplishing the required goals and objectives of the company in successful manner.
Involvement and support of staff members is essential so that better and superior quality services
could be offered to the clients that comes for visiting the hotel. There are many methods that
could be used by the hotel for empowering the staff members and thus it will support for

ensuring that powers and authorities of the employees should be utilized. In addition to that there
are various methods that could be used for empowering the employees.
Moreover, there are various methods that could be used for enhancing the empowerment
to the staff members. Rewards and incentives could be given to the employees and it will support
for making positive improvements in their morale and motivational level. Decentralisation of
authorities and responsibilities could be done so that more power and authorities could be
assigned to the employees (Dabestani and et.al., 2016). It will increase power and responsibilities
that are held by the staff members. In addition to that management can organize training and
development program for the employees so that positive improvements could be made in their
skills. It will render an effective medium for giving powers to the staff members so that their
active involvement could be taken in the decision making procedure. Along with this, monetary
rewards and incentives can also be given to the employees so that their motivation level for
performing the work in effective manner.
Service quality culture
In the Canary hotel service culture gives emphasis on the importance of the guest
experiences. Staff members feel the needs of guest experiences and employees feel that there
does not exist any ownership. No authorities and responsibilities have been provided to the staff
members and very less value has been given by the management for giving value to the
employees (Giritlioglu, Jones and Avcikurt, 2014). More than 60% employees are working on
part time basis. Supervisor team and management team is working on full time contracts and it is
the major reason due to which staff turnover rate is increasing in the hotel. Employees also make
compliant of minimum wages that are paid to them. Service quality culture is also very poor and
it affects the overall performance of the hotel. Currently no any rewards are given to the staff
members and it is the major reason behind low morale and motivation level of employees.
Understaffing/ Recruiting practices
It is important that all the vacant positions in the hotel should be filled by hiring talented
and suitable candidates. Currently the management is not making use of any planned approach
for hiring new candidates in the hotel. With this training programs are also not appropriate and
effective and thus employees lacks skills and capabilities for performing their necessary work
and job activities in successful manner.

PART 3
It is essential that Canary Wharf hotel's management should take effective initiatives for
taking valuable feedbacks from the consumers. There are various methods that could be used for
taking comments from the consumers and it comprise as follows :-
Comment card
It has become important for the Canary Wharf hotel to implement effective systems and
procedures for taking positive response from the clients. Comment card is a effective technique
that could be used by the management for taking feedback from the clients. In this well written
comment card are designed and buyers are encouraged for filling the areas that are marked in the
comment cards. Valuable feedbacks can be taken from customers and on the basis of that views
of clients can be taken. These cards are prepared in carefully planned manner and it offers a great
tool for enhancing the value of customer experience that is created by the organisation. Voice of
clients can be heard and thus their insight and opinions can be taken for performing the business
activities (Wu and Ko, 2013). Currently hotel is facing issues due to poor performance and it is
the major reason for which it has become imperative for the management of the hotel to take
significant steps so that their involvement could be taken in improving the services that are
delivered by the hotel. It is a innovative tool that could be used by the hotel for identifying the
flaws in the practices.

Illustration 1: Comment card for Canary Wharf Hotel
Online feedback
Canary Wharf hotel can make use of this approach for identifying and evaluating the
viewpoints of clients of the hotel. Online feedback forms can be sent directly to the consumers
and specific timeline can be given to them for filling those forms. Queries and issues faced by

clients could be identified and positive and effective actions could be taken for resolving the
issues faced by the business clients. There are various websites that provide services to take
online feedback from clients and management of the hotel can make use of tools such as online
feedback form so that fast and accurate response can be taken from clients of business (Prentice,
2013).
In addition to that these forms can be sent through Emails and thus response can be taken
from the clients. Management of hotel can design this tool for capturing and taking response
from the clients. These type of forms can be devised on the website of the firm and through this
feedback can be taken from buyers. Online feedback system can be implemented on the website
of Canary Wharf hotel and it will support for capturing the response of the clients. These forms
can be triggered on all pages of the websites (Saleem and Raja, 2014).
Different locations of the websites can have different feedback forms and with this
reviews can be taken from the consumers of the business. It is an effective way for collecting
data and information from buyers and on the basis of that response can be collected passively.
This method supports for taking open text response from the buyers and on the basis of that
improvements could be made in the guest services of the hotel. Along with this these forms can
be placed on different pages on the website and hence the response of buyers can be taken
through this (Prentice, 2013).
There are various advantages that are gained by making use of online feedback system. It
renders an effective and better medium for taking reviews and response from the clients of
business. This approach also helps for assessing the flaws in the service quality that is offered by
the entity. However there are various advantageous associated with this method and it is longer
and time consuming process which takes long time to take response from the business clients.

QUESTIONNAIRE
(1) What is your age group ?
(a) 10-20 (b) 20-40 (c) 40-60 (d) Above 60
(2) What is your gender ?
(a) Male (b) Female
(3) Are you satisfied with the services that are offered by Canary Wharf hotel ?
(a) yes (b) No (c) Can't say
(4) Are you satisfied with the behaviour and communication skills of the staff members of the
hotel ?
(a) yes (b) No (c) Can't say
(5) Do you think that there is need for improving the practices and process that are used in the
hotel ?
(a) yes (b) No (c) Can't say
(6) Kindly give recommendations for making improvements in the services that are offered by
the hotel ? (250 Words )
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Personal interviews
It is very important that reviews and response from the clients of the Canary Wharf hotel
could be taken so that their response towards guest services of the hotel could be captured. It is a
method which helps for taking face to face interviews of the candidates and thus it is an effective
method which helps for taking valid and reliable response from the clients. Positive and negative
both the types of reviews can be taken from the clients and on the basis of that improvements
could be made in the existing performance of the hotel (Dabestani and et.al., 2016).
Reviews can be taken from the clients and it will help for making improvements in the
services that are provided by them. Interviewer can ask different types of questions and on the
basis of that data and facts could be collected and on the basis of that measure of performance of
the hotel could be taken. Moreover, open ended and close ended questions can be asked from
them.
Canary Wharf hotel can make use of this method for taking response from the
respondents and with this they can make improvements in the existing practices in the hotel.
There are various advantages that are associated with this method and it comprise of having
direct and face to face interaction with the clients of the business and thus it will support for
identifying and assessing their weak performing areas. In this method focus can be given for
understanding the physical behaviour of staff members and on the basis of that improvements
could be made in the practices and procedures and service quality that is being used in the hotel.
Conclusion
Aforementioned report concludes that it is imperative that effective initiatives should be
taken by the management for ensuring that better and effective services should be offered to the
clients of business. Hospitality industry is growing at a faster pace and it has become important
that existing firms should take initiatives for improving the practices and procedures that are
used by them. Service quality is the term that supports for evaluating the expectations and
performance of the entity. In addition to that it is vital that service quality that is offered by the
firm should be effective and according to the needs of the clients.
There are various methods that could be used by Canary hotel for taking valuable
suggestions from the consumers. Comment card is one such method in which reviews of the
buyers can be taken from the clients that visits the hotel. There are various points that are

included under comment card and on that reviews from buyers is taken. In addition to that online
feedback system can also be used in which valuable suggestions and recommendations could be
taken from clients of business.
Questionnaire can be prepared and open ended and closed ended question can be
mentioned under that. In addition to that personal interviews can also be taken in which face to
face interaction can be done with the clients and their positive involvement can be taken for
accomplishing the required objectives and goals of the firm in successful manner. In addition to
that this method will support for taking reviews from the candidates on direct basis and it will
provide an opportunity for identifying the expectations of buyers that are availing the hospitality
services that are offered by the business.

REFERENCES
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Online
Canary wharf hotel. 2017. Available through: <https://www.timeout.com/london/hotels/the-
best-hotels-near-canary-wharf?cid=lon~ppc~hotels~g~c~&gclid=CKe-
49284NQCFccQaAodREMHXg>. [Accessed on 28th June, 2017].