Service Quality Evaluation and Management: South Quay Hotel

This report provides a comprehensive analysis of service quality management, focusing on The South Quay Hotel. It begins with an introduction defining service quality and its importance in attracting and retaining customers. The main body evaluates the principles and theories of managing service quality, including balance theory, gap theory, prospect theory, and SERVQUAL theory, emphasizing their relevance to the hotel. The report then examines the principles of managing service quality such as customer focus, leadership, employee involvement, process approach, and factual decision-making. It analyzes the hotel's service delivery practices, their impact on employee inspiration and engagement, and the customer feedback systems employed to improve service quality. The report concludes with a discussion on the importance of measuring service quality and its impact on the hotel's overall performance and customer satisfaction. Finally, the report provides recommendations for further improvement of service quality at The South Quay Hotel.

Service Quality

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY .................................................................................................................................1
1) Evaluation of the principle and theories of managing service quality with justification of
importance of service quality.......................................................................................................1
2) Critical appraisal of management of service quality of The South Quay Hotel by
establishing the impact of its recent service delivery practices on inspiring and engagement of
the workers...................................................................................................................................5
3) Customer Feedback System framework which organisation utilize to identify and determine
to improve the service quality......................................................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES ...........................................................................................................................12

INTRODUCTION
Service quality refers to the comparison of services which customer expects to take best
services from the company which view the performance of an organisation (Ahmad, Ahmad and
Papastathopoulos, 2019). When enterprise has good service quality then it attract end users
needs and demands which helps them to stay in competitive market. It plays essential role in
business as to retain consumers, environmental factors as well as internal factors to succeed and
increase performance in business. Developing service quality maximize the sales as well as
revenue in order to retain new as well as existing ultimate users. There are many ways by which
they attract users from their marketing channels by communicating the best service and facilities
in their business. It is most important method for entity to differentiate their quality services from
the competitors. The South Quay Hotel is considered in this report. This hotel is a 4 star hotel
which is situated in East London and operating since 2005. It expands their business by opening
conference and banquet suit for meeting, weeding and other party. However, it increase there
area for more rooms and events along with the gym, spa and swimming pool which lead to
maximize profitability and operations of hotel (Aksu, Albayrak and Caber, 2021). This report
includes theories as well as principles of managing service quality with importance, impact of
recent service delivery practices on the inspiration and engagement of employees and Customer
Feedback System which help them to improve service quality.
MAIN BODY
1) Evaluation of the principle and theories of managing service quality with justification of
importance of service quality.
The term service quality is defined to give proper and best services to acquire the
ultimate users. However, improving the quality of services maximize earnings in business
through to attract existing audiences, retain ultimate users by brand image and develops usage
rates of users. The importance of service quality is to gain a competitive advantage which helps
to build end users confidence in the competitive market. It emphasis the service by meeting the
needs and demand of consumers. To measure and monitor service quality by follow up surveys,
app survey documentation analysis as well as using social media networks. Mentioned below are
the theories of service quality which are as:
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Balance theory: It refers to the theory of change in behaviour which emphasis to
determine the relationship with the individuals. In context to service quality, balance theory is
the framework which understand the quality in service industry (Alrawadieh and Law, 2019).
This theory explains about there service provider and ultimate consumers which influence
service quality. Balance theory can helps them to enhance their performance and productivity of
The South Quay hotel. It is the framework which tells about how company deliver their quality
services to ultimate consumers in their hotels.
Gap theory: This theory identify and understand the needs and requirement of customers
satisfaction. This gap model theory of service quality is a structure which helps them to
determine the satisfaction of audiences. This helps them to assess the gap of satisfaction which
organisation has to overcome with it. In service quality this theory solves the gap which
organisation need to address this situation. The South Quay Hotel solve there gap with customers
by providing better service delivery, policies and understand the desire of users. These gap may
occur with several reasons such as lack of communication between superiors and subordinates as
well a consumers. In addition to this The South Quay can improve the satisfaction by providing
the knowledge of the products along with the services.
Prospect theory: This theory explains about the decisions making process which
includes risks, uncertainty and probability. In this type of theory it is identified that it take
decision based on their existing profit and losses for the future requirement. The South Quay
hotel can adapt this theory to make their decision on service quality from their past experiences.
SERVQUAL theory: It is approach by which they build users perception as well as
expectation of service quality in company (Behdioğlu, Acar and Burhan, 2019). There are the
services which focus on the improvement in services and serve their consumers in better way. It
is influenced by the differentiation of gaps which arises in company. By this model, they have to
ensure that hotel provide best quality products and services which management is operating in
the market.
From the above analysis, it is evaluated that The South Quay hotel follow the gap theory
for their hotel service quality which helps them to overcome with the problems of customer
satisfaction. Gap theory helps them to identify as well as understand the requirement of ultimate
users. The another things is that administration in hotel define the service level to meet
expectations and needs of consumers.
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Principles of managing service quality.
There are various principles to manage the service quality which are mentioned below. The
principle of service quality is explained below:
Customer focus: It is the essential principle as it focus on need and preferences of
customers in market so that they provide better and quality services to them. Therefore, they
observe their demand and update their services to attract the end users. It is the ability of the
company to gain the business opportunities which lead to maximize revenue and then it helps
them to remove the wastage. The South Quay Hotel attract the consumers by the well managed
services in hotel such as about their rooms, facilities in their banquets and after checking out they
take customer feedback to know their overall satisfaction and experience (Hemmington, Kim and
Wang, 2018).
Leadership: It is defined as to give direction, supervision and motivation to individual
within organisation in order to accomplish common goals. This assist them to direct their
employees with different strategies and plan to meet the needs of organisation. Leaders gives
clear and defined objectives and goals so that workers perform their work effectively in an
appropriate manner. The leaders of The South Quay Hotel to motivate them and employees
engagement which result in clear vision and to achieve organisational goals. In hotel, leadership
is best way to guide and motivate employees to give better services to their guests in order to
achieve goals and objectives.
People involvement: This is the method by which it improves their service quality
effectively and efficiently so that they manage and control their business activities and
performance in company. It involves customers as well as workers which analyse the various
sources to make the decisions related to structured the well defined process (Hussein, Hapsari
and Yulianti, 2018). The management of The South Quay Hotel understand them to learn and
handle the situation in hotel such as problems of visitors, taste and preferences and other
facilities which has to improve in their hotel and give some ideas to innovate and implement in
providing good quality services.
Process approach: It is defined as the technique which is to understand as well as
consistent that the business process helps them to achieve the better performance in organisation.
This process assist them to minimize the cost, remove unnecessary waste and improve the
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process. The main purpose of this is that the administration of The South Quay Hotel is to reduce
in delivering services to the customers so that hotel strength quality from their competitors.
Factual approach in decision making: This is the technique where decision are taken
by the professionals that they are clear about the goals and objectives to perform their work in a
defined manner. Manager of The South Quay Hotel take decisions based on their past
performance and analyse them to give discount, facilities and other best services in hotel such as
swimming pool, banquet halls and restaurant to their new as well as existing clients (Hwang and
Choi, 2019).
Mutual beneficial supplier relationship: This emphasis on the supply chain which
builds the relationship between enterprise and suppliers in order to boost productivity and
working style of individuals. Suppliers are the main source to manage and control the outcome in
business. Coordination among the people help them to improve their service quality and
performance of company. In context to The South Quay Hotel, as this determine the management
to recognize the success and growth of hotel.
Improving of service quality helps to measure the standard of quality, determine gaps and
implement the changes which is closely measure. It is important to measure service quality
because it identify the tools to measure which assist them to understand the needs and
requirement by identifying the satisfaction of ultimate users with the services. By analysing the
quality thorough different sources where company learn to interact with each other to make
decision regarding improvement of the service quality. It is essential to improve the quality
because it maximize the sales and productivity of hotel. The South Quay hotel improves the
quality by examine the products and services (Kirillova and Chan, 2018). Management of hotel
observe the gap between the actual performance and expected performance as this helps to
understand and determine the expectation and efficiency of ultimate users in overall process.
This fill the gap between the audience and hotel management in order to increase performance
and productivity of consumers.
Service quality is measured with the help of tool which is RATER which comprises of
responsiveness, assurance, tangibles, empathy and reliability to monitor the quality performance.
However, workers connect with customers though different channels such as digital media as
well as social media. As this helps enterprise to take knowledge from their interaction with the
outsiders so that know about which part they have to improve in their service quality. Thus, it
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helps them to make decision regarding their facilities such as gym, spa and swimming pool.
Decorate their banquets and provide them facilities such as breakfast and lunch to serve better
quality services to their customers (Kuo, Chen and Cheng, 2018). Provide them good services
by providing training to their staff to behave in good manner as well as solve the problems of
consumers and review their feedbacks along with the answers of their queries. However, it is the
process by which management identify and understand the needs and wants of end users in order
to fulfil the customer satisfaction. Experience of audience is the main part to improve the service
quality in hotel. Importance of measuring service quality is to identify and understand the needs
and demand of consumers by evaluating customer experience and satisfaction.
2) Critical appraisal of management of service quality of The South Quay Hotel by establishing
the impact of its recent service delivery practices on inspiring and engagement of the
workers.
Management of service quality is essential in order to meet the requirement and demand
which lead to accomplish goals and objectives of business. The service quality management is
where they deliver better quality service to its new and existing clients based on their
expectations. This assess them to services and helps them to improve the quality according to
their experiences. It identify the issues and handle their problems to maximize the customer
satisfaction (Lee and Yu, 2018). As this emphasis by measuring and monitoring by providing
different services which is offered to users by the enterprise. In context to The South Quay hotel,
management has the ability to perform their work effectively and efficiently. The hotel render
the proper and accurate services by which they respond and handle the situations along with the
solutions. It is critically analysed that the hotel management provide better services and
communicate with them. Improving service quality by giving the proper training and
development program so that behaviour as well as attitude of employees is in an appropriate way
and they maintain effective feedback to improve areas in which they are weak and cannot
provide suitable services.
Currently, The South Quay hotel opened conference, weddings and banquets as to expand
their business operations including breakfast and lunch to attract both the places such as business
and leisure guests (Lee and et.al., 2018). They have extend the restaurants as well as hotel rooms
in order to increase profitability and productivity in business. The importance of service quality
is to manage and understand requirement of high and superior quality products and services. The
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South Quay hotel ensures that they develop users satisfaction which lead to users loyalty. This
helps them to maximize revenue along with the productivity for organisation. Manager of The
South Quay Hotel focus on Trip Advisor review only once a month which instruct only that
much which is given in comments. They do not follow Facebook page of Hotel now this is too
struggle to respond to each and every comments and chats of the customers in that page.
Therefore, this impacts the performance of hotel as well as this inconvenience and lack of
communication (Lee and Cheng, 2018).
In The South Quay hotel, management motivate employees to perform their work
effectively and efficiently so that hotel remain in competitive market. Currently, in this hotel
50% of workers are working as a part time and only top management as well as supervisors
which lead to increase in employee turnover. There are many issues of employees in hotel that is
to low salaries and lack of empowerment which lead to reduce level of motivation. To improve
the management of hotel which lead to development in hotel culture which help manager to
recruit and select the best candidate in workplace as to provide better services to its customers.
To motivate employees create positive which helps management to inspire and engage their
workers to complete their work on time. By recognizing their performance whether bad or good
with the awards and give them feedback based on their achievement as well as performance.
Give them a benefits in The South Quay hotel so that employees feel highly motivated and
contributes the valuable work in which they can work productively. On the other hand, hotel
manager appreciate their working behaviour and style to do perform their activities on time and
serve customer effectively which result in higher profit as well as success (Palese and Usai,
2018). Administration of hotel advice their workers to give promotion to achieve higher
performance. Thus, this boost and improve the quality of services they provide to their ultimate
users.
The important part of way of providing and motivating them as well as engagement of
users. Professional of The South Quay hotel give various challenges to its employees so that they
work collaboratively in a team. Another way is to inspire them by involving in decision making
process to give innovative ideas, thoughts, opinion as well as suggestions such as arrangement of
tables, decoration of banquets and weeding halls, conducting business meetings as to decorate in
new style (Park and Lee, 2021). However, these methods reflects that management is respecting
them as this lead to complete work on time. On the other hand, training and development is best
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method for new as well as existing members to develop skills and knowledge to build business
opportunities in order to achieve organisation goals and objectives. Trust employees performance
to improve self confidence and esteem to motivate them by investing money in their staff.
Improvement in hotel culture builds strong relationship between the superior and subordinates
which create healthy and positive working environment. To empower hotel staff by recognizing
and appreciating efforts and performance of their team members. It is important to challenge
staff from boredom by developing knowledge and learning to each individuals. Be clear and
defined well about the mission and vision of hotel which is to give better and superior quality to
staff (Prakash, 2019). In hotel, the learning development such as how to manage and control the
management of the room services, call the customers after checking in to rooms for the
satisfaction and experience and provide en-suite rooms, foods and beverages as well as public
areas.
It is critically analysed that the management of service quality is established by current
delivery practices on the inspiration and engagement of workers by providing them training and
development program to gives best and quality customer service and have the skills of what the
expectation of customer is in the hotel which helps them to improve the service performance. In
hotel, there are many employees which provide services to guests such as room, swimming pool,
spa, restaurants and gym in order to achieve overall performance of hotel.
Managing the service quality is crucial to encourage them to perform their work
effectively and efficiently in order to increase sales and revenue in business. Management of
The South Quay hotel for better performance, inform them about their services by various
marketing channels through effective communication. Therefore, developing quality standard
based on expectation of customers which result increase profitability and productivity. By
identifying and understanding the size gap of service quality between actual and expected
outcomes to achieve better service outcome (Sampaio, Hernández-Mogollón and Rodrigues,
2019). Thus, it provides improvement in service quality in order to define the target customers. It
is improved by customer perspectives and handle the problems with the defined solutions. The
main goals of The South Quay hotel is to give high standard services along with satisfaction of
customers. Motivation signifies to stimulate people to accomplish business objectives and goals
of hotel so that it increase company performance and productivity.
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3) Customer Feedback System framework which organisation utilize to identify and determine to
improve the service quality.
Customer feedback System refers to tool which is used to form the software as well as
application as it helps organisation to operate and manage audience which they are giving and
talking with the various feedback channels and platforms. Thus, this assist them to improve the
performance and end users experiences. By allow them to meet the needs and wants of
consumers in products and services (Setiowati and Setyorini, 2018). This is the procedure to
acquire a opinion about the product or services. This feedback system is to identify the
satisfaction based on their experiences and helps them to solve the issues of consumers related to
the service quality. The customer feedback system allow them to reach the clients and
implement the changes according to them. The South Quay Hotel is locate near South Quay DLR
station in East London. This hotel is operating and managing their business. The selected
organisation operate their business in hotel as well as tourism which help them to expand their
business operations and activities. The South Quay Hotel also provide facilities of travel and
tourism so that the visitors can travel from their hotel to any visiting places to visit in United
Kingdom which help them to increase profitability and performance in order to achieve
organisational goals. Nowadays, technology has been grown to share the feedbacks through
different platforms by rating, social media such as Facebook, Twitter, Instagram and LinkedIn,
surveys, phone calls, e-mail and many more websites by which it gives various advantages to
observe and implement the things in business. Management of The South Quay Hotel use Trip
Advisor and Hotel's Facebook page by that they review customers complaints and helps them to
solve quickly.
Customer feedback system is to manage consumers what they are taking about the
organisation as this helps them to improve the customer experiences and satisfaction. This
framework is a method to analyse customer better and monitor their satisfaction level in
company in order to develop performance of business (Shin, Kim and Severt, 2019). Thus, it also
examine and develop the knowledge to build users loyalty towards business. It gives suggestions
and ideas to predict the future goals and objectives as well as improve business products and
services. In context to The South Quay Hotel, manager of this hotel is to develop and improve
their services to gain customer satisfaction and experience with the appropriate way which help
them to minimize complaint cases in hotel. It encourage workers to effectively communicate and
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solve and handle the situations which is related to their experiences. There are many users such
as new users, active customer and long term users of the hotel which helps them to respond
feedback and respect their opinions which can help The South Quay Hotel to improve their
service quality.
There are various steps of service quality by which management of The South Quay Hotel
develop the standard of quality services in hotel which are explained below:
Step 1: Assessing over different channels: There are various platforms such as social
media, surveys, Instagram, Facebook, Twitter, LinkedIn, Trip Advisor and many other different
channels by which they communicate and interact with the peoples to know what they
experiences and gives various option to innovate and implement new products and services. In
context to The South Quay Hotel, management has not view their customer feedback in the Trip
Advisor and Hotel's Facebook page which impacts the performance of hotel as this reduce sales
and productivity of hotel (Singh and Prasher, 2019). Using these methods such as social media
networks they can gain competitive advantage in market so that they remain in competitive
market. Interaction with the peoples from the different channels helps them to get knowledge of
which type of products and services customers wants by this way they innovate as well as
implement the services which lead to success and growth of hotel and attract the customers to
visits their hotels in order to improve and manage their service quality.
Step 2: Generating notification: Notification is the essential part for every company as
it allows administration to stay touch with the members. Thus, this help them to respond quickly
and fast to provide users timely messages with the relevant information. It gives them an
appropriate way to get users engaged in best and superior quality of products and services in
company (Su and Teng, 2018). In context to The South Quay Hotel, manager use this
notification so that they get feedback from the audiences about their services in restaurants,
weddings and other facilities by which they helps them to improve the service quality. Getting
notification is important for them to make changes in their services of hotel by providing
promotions and offers and other facilities.
Step 3: Recommendation and solutions: By this feedback organisation give appropriate
solution to their query which helps them to attract and retain customers towards their business.
Manager of hotel give valuable solution and implement their services and view their opinions to
improve the quality of services in hotel. To provide solution to their query as well as their
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