Service Quality Analysis and Improvement Plan for Sunderland Hotel

This project report focuses on the service quality management at Sunderland Hotel. It begins by emphasizing the significance of managing and measuring service quality in a competitive business environment, particularly within the service industry. The report identifies issues faced by Sunderland, a three-star hotel, and demonstrates the importance of establishing high-quality standards. The main body of the report delves into the significance of managing and measuring service quality, highlighting the importance of customer expectations and satisfaction. It then examines Sunderland's current service delivery practices, including the impact on front-line workers and employee engagement, identifying issues such as poor service culture and lack of employee engagement. The report also outlines methods for managing service quality, including proactive and reactive approaches, and methods for measuring service quality such as SERVQUAL and social media monitoring. The report provides a framework for a customer feedback system, emphasizing the need for continuous monitoring of social channels and the allocation of resources for responding to customer feedback. The report concludes by summarizing the key findings and recommendations for improving service quality at Sunderland Hotel.

Project report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Significance of managing and measuring service quality and service quality .......................3
2. Establishing their current service delivery practices and assessing the effect it will have on
front line workers and their engagement.....................................................................................7
3. Producing customer feedback system framework which enterprise can use for monitoring
and enhancing quality of services.............................................................................................12
In context of Sunderland, manager in hotel is required to continuously monitor social channels.
It is required by management in an enterprise to arrange valuable resources that are required for
monitoring as well as responding to feedback or queries of customers. ......................................14
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Managing the quality of product or service in every sector especially for service industry
is very much crucial in order to maintain sustainability in highly competitive business
environment. Quality is the factor which supports companies in attracting the customers and
influencing them to buy specific services. It also helps business entities in developing strong
relationship with clients. An effective Service quality management is important in context of
retaining profitable customers for long term. The purpose of quality management is to provide
high level of satisfaction and good experience to shoppers. Proper service quality management is
necessary for accomplishing desired business objectives. Quality of product or services offered
by companies have direct as well as significant effect on their brand image and also on sales as
well as profitability. It is required by manager in an organisation to develop proper framework
for monitoring the quality of products or services. Business entity should set high quality
standards as this will assist them in gaining the competitive advantage. Establishing high quality
standards is considered to be as an effective strategy for masking difficult for new firm to enter
into industry.
The report have focus on identifying the different issues faced by Sunderland. It is
basically a three star hotel various services such as food, accommodation, space for hosting
conferences, parties etc. Study will emphasize on demonstrating the significance of managing
and measuring service quality. It will highlight current service delivery practices by an
organisation. Assignment will include detail about the different methods which can be used for
managing service quality.
MAIN BODY
1. Significance of managing and measuring service quality and service quality
Service quality management consists of different procedure which can be utilised by
manager for assessing the quality of services as per the customer expectations. It also includes
long term monitoring as well as maintenance of all services which are offered by organisation to
its customers. An effective service quality management is essential in order to achieve desired
result. It is also very much important in order to meet customer expectations and provide high
level of satisfaction to clients. In context of Sunderland, as business entity is facing the various
issues which can have negative effect on the sustainability as well as growth of business. Service

quality management is very much important for Sunderland for maintaining the sustainable
growth (Lin, 2016). It also necessary for accomplishing desired business objectives.
In context of Sunderland, Service quality management plays crucial role in continuous
improvement which is essential in order to foster business growth. It is required by manager in
Sunderland company to develop proper quality management system, as this tactic will aid
organisation in improving service performance. Service quality management is also essential for
changing the perception of consumers related to the services offered by enterprise. An effective
service quality management can assist Sunderland in enhancing the brand image. It will help
business entity in increasing sales and profitability. In context of Sunderland, management in
organisation need to concentrate on improving service quality as this will help firm in improving
the rating (Heitel, Kämpf-Dern and Pfnür, 2015).
Service quality management is also essential for firm in order to maintain its position in
an industry. Improving as well as maintaining the quality standard of services is very much
important for gaining the customer loyalty. Service quality management is also important for
inspiring employees as well as positively influencing their behaviour and interaction with clients.
An effective service quality management will help Sunderland in ensuring success. Quality of
services offered by organisation has direct as well as significant influence on decision making
process by customers. It is required by Sunderland, to concentrate more on the quality of service
rather than providing facilities, as this will help them in differentiating their products or services
from that of competitor (Lin, 2016). It will assist organisation in gaining competitive advantage.
An effective service can be used as an effective marketing technique for generating brand
awareness as well as promoting services. It also helps business entity in increasing customer base
which is very much important or long term growth of company. Delivering the good quality of
services is crucial in order to meet the customer expectation and fulfil their demands or needs. .
Proper quality management assist business entity in increasing sales and profitability. Good
quality of services enables company to gain the customer confidence and allow them to insists
client to make frequent purchase of services. There are basically two approaches which can be
adopted by Sunderland for managing service quality these are proactive as well as reactive
approach.
Proactive approach : As per this approach it is required by Sunderland to reach target customer
and obtain feedback from them related to the quality of services offered. Proactive approach will

assist an organisation in identifying the area as well as need for improvement. There are various
techniques which can be utilised for collecting the feedback from customers these are :
Survey and questionnaire : It is required by Sunderland to implement this technique, as this
will help business entity in identifying the needs as well as expectations of consumers related to
services offered. This tactic will assist management in addressing the issues faced by customers.
Gap analysis: Manager in Sunderland should set the quality standards which it intends to offer
customers. This tactic will provide management an ease in measuring the gap between actual and
standard service. The gap which has been identified will support manager in developing plan for
bringing improvement in quality of services in the future.
Training to employees : As Sunderland is nowadays facing the higher number of customer
complaint related to the services, it is very much important for business entity to train employees
for handling high number of customer complaints. As lack of proper explanation can give rise to
other major problems. It will also indicate poor service standards and high level of dissatisfaction
among customers (Cheng, Tang and Wang, 2016). In context of Sunderland, providing training
to workers will assist them in increasing working efficiency which is very much important to
complete all the task on time.
Reactive approach : As Sunderland is nowadays facing the higher number of customer
complaint in order to maintain strong relationship with customers, it is required by firm to
apologize customers.
There are several methods as well as metrics which can be utilised by manager in
Sunderland for measuring the service quality these are :
SERVQUAL : This is the most popular method of measuring service quality which is generally
utilised by many companies in service sector. SERVQUAL method is appropriate for measuring
the subjective element of service quality these are :
Reliability: It involves potential of an organisation to fulfil its commitment of delivering
the promised services in systematic way.
Assurance: This factor includes politeness of workers towards customers. It involves
ability of workers in an organisation to gain trust of employees.
Tangibles : This factor includes developing website. It has been analysed from the given
case scenario that manager in Sunderland has developed Facebook page but has failed to identify
the comments or feedback by customers.

Empathy : It involves extend up to which workers give attention to the suggestion or
feedback provided by guests. The fact which has been found during the analysis of the case
scenario is that workers in Sunderland tried really hard to accommodate all guests but they were
clearly understaffed and unable to cope (Ramamoorthy, Gunasekaran and Senthilkumar, 2018).
Responsiveness: It has been analysed from the case scenario that employees in
Sunderland have high willingness to deliver quality as well as quick services to guests.
Post service rating : It involves asking clients for rating the services after it has been delivered
to them by organisation.
Follow Up survey : Management in Sunderland should ask their clients or guests to through
email survey to rate their service quality. Follow up survey is considered to be as the best method
as it enables business entity to get holistic view of the services offered by them to clients. This
provides management a chance to analyse the overall opinion of customers about the quality of
services offered.
Social media Monitoring: Social media can be utilised by Sunderland for obtaining the
feedback from customers. It is important for manager in an organisation to regularly review the
customer comments or feedback on Trip Advisor.
Objective service metrics: This is the metrics which enables management to quantitative
analyse the performance of the services offered by them. Objective service metrics can be
adopted by manager in Sunderland, as this will help them in identifying the area of improvement.
In addition to this, Sunderland can implement centralise service quality system, as it will
provide management ease in monitoring the quality of services which are being offered to
customers. Manager in Sunderland is required to analyse the review or feedback provided by
customers on the Facebook page of hotel. Personal observation technique can be utilised by
manager in hotel for measuring the quality of service offered by employees. Observation by
manager is considered to be as an effective technique, as by implementing this strategy, leader or
manager can analyse the behaviour of workers while delivering the service to guest. It will also
help management in making the suitable decisions (Baek and Ok, 2017). Personal observation
will assist manger in identifying the type of training required by employees. In addition to the
above techniques, one of the best method which can be utilised by manager in Sunderland for
measuring the service quality is customer as well as employees feedback. As this tactic will help

management in identifying the performance gap as well as reason for the same. It will assist
manager in identifying the problems faced by clients.
2. Establishing their current service delivery practices and assessing the effect it will have on
front line workers and their engagement
Delivery system can be defined as a procedure through which services are being
delivered by company to customers. Service delivery system in hotel consists of various
components these are human, physical production procedure, information system and other
techniques which are utilised for delivering services to guests.
There are basically four elements in current service delivery system of Sunderland which
can be used for measuring the effectiveness of current service delivery practices by organisation
these are :
Poor Service culture: In context of Sunderland, service culture in an organisation have focus on
delivering the good experience to guests. In context of current delivery practices front line
employees in an enterprise felt that there is no ownership, this factor has negative effect on the
behaviour of front line workers. In addition to this, due to ineffective culture there is less
participation of front line staff in other business activities.
Lack of Employee engagement: Lack of reward system which has lead to the high level of
dissatisfaction in workers and resulted into high staff turnover. All these issues are considered to
be as the root cause of poor quality of services. Employees in Sunderland also have complaint
related to the salaries or wages paid to them all these problems have negative effect on service
performance (Ashraf, Imtiaz and Ahmad, 2018.). This factor has lead to the disengagement of
workers. Due to the lack of reward system there is less participation of staff in different business
activities. Training to workers is not provided by management in an enterprise, this has lead to
high level of dissatisfaction in employees.
Poor Service quality: Basics service standards are being set by manager in Sunderland.
Personalised approach has been utilised by staff in hotel by calling the Guest 15 minutes after
checking in to make sure the room is satisfactory.
Bad Customer experience: It has been analysed from the given case study that current service
delivery practices of Sunderland is very poor as customers have to wait in a quo a lot for availing
the services offered by hotel. Front line staff has to call manager for providing the response to

the queries of customers. Front line Employees are highly dissatisfied with this system as it has
negative effect on their performance.
Customer delivery system in Sunderland has a comprehensive design which involves an
efficient layout of facilities and equipment and clearly defined procedures, roles, responsibilities
and standards. Due to lack of sufficient human resource in front line, employees in front desk is
facing the difficulty in handling so much of booking as well as clients which has lead to poor
management (Ramos, Trujillo and Zarta, 2018). Other workers in an organisation has to wait
for the manager permission fore resolving the problems faced by guests (Ali, Amin and Ryu,
2016). The service delivery system matrix which can be utilised by manager in Sunderland as it
is considered to be as strategic tool which assist in developing understanding about the different
elements of a service system.
Low divergence
Illustration 1: Illustration 1: Service delivery system
(Source: Four Key Elements of a Service Delivery System, 2018)

(standardised
services)
Processing of services Processing of
information
Process
ing of
people
Proces
sing of
service
s
Processing
of
information
Processing
of people
No
customer
contact
Dry cleaning Check
processing
Billing for
credit card
Designing a
room
Indirect
customer
contact
Ordering for
vroom service
using phones
Operati
ng lift
Sampli
ng
food at
buffet
dinner
Direct
customer
contact
Food service Providi
ng the
transpo
rtation
services
It has been analysed from the given case scenario is that being a three star hotel and
providing the various facilities to customers such as spa, swimming pool etc. an enterprise is
facing various issues such customer complaint related to quality of services. The reason which
has been recognised is ineffective monitoring system and poor service quality management.
Evidence of both the reason stated above is that trip advisor reviews are checked by manager of
Sunderland once in a month (Kandampully, Zhang and Jaakkola, 2018). Other evidence is that
management in Sunderland is unaware about review of customers on Facebook page of hotel. It

is very much crucial for management in Sunderland to concentrate on improving quality of
services as this will aid business entity in eliminating issues and will help in enhancing service
performance. It has been analysed from the given case scenario that the management team in
Sunderland has no planned approach and recruits on an ad hoc Basis.
An effective communication as well as coordination between front desk as well as back
office staff in order to provide quick as well as quality services to guests. There are certain
improvements which can be made in existing customer delivery system in order to improve
service quality these are :
Point of sales system : system has been implemented by management in Sunderland, for
supporting managers as well as other employees in performing their role in better way. Point of
sale system helps management in ensuring that orders are entered in the proper sequence and
customers are provided with services accordingly. This system has enabled manager to collect
as well as huge amount of data quickly (Kourtesopoulou, Kehagias and Papaioannou, 2018).
Information gathered supports manager in making suitable operational as well as strategic
decisions.
In addition to the above, Service delivery system can also be referred to as a set of
interacting entities that are involved in the delivery of one or more business services. In context
of Sunderland front office staff attends the guest and attend phone calls. A procedure for
handling specific type of request from the customer for instance, booking of room, price related
queries are being developed. This has assisted an organisation in providing high level of
satisfaction to customers. It has also helped business entity in improving service performance.
In order to deal with different issues Sunderland has brought improvement in service
delivery model, as this has helped business entity in improving business performance. Now
organisation have more focus on identifying the needs or demands of customers, analyse the
expectation of clients related to the delivery of service. In addition to this, manager in has set
some short or long term goals. Management is an enterprise has selected such model which
maximises value for customers and organisation. Management in hotel has employed full-time
workers, as this has helped business entity in improving service performance. Employees in an
organisation has been provided with the regular training, as this has help workers in increasing
their working efficiency. This tactic has enabled enterprise to make quick or timely delivery of
services to customers. Management in Sunderland have now adopted planned approach for

recruiting workers, as this has supported them in developing the team of highly talented and
skilled workforce (Alfakhri, Harness and Harness, 2018). In addition to this, property
management system also allows workers to gain insights into guest behaviour and preferences,
which further leads to improvement in satisfaction among customers and enhancing the quality
of the guest experience.
Property management system has assisted an organisation in increasing the working
efficiency as well as productivity. The biggest benefit of using the property management system
is that it has positively effected hotel distribution management which is very much crucial in
order to make timely delivery of services. It will enable an enterprise to provide direct on line
booking channel which will assist an organisation in increasing sales and profitability. In
addition to this, cloud based property management system empowers hotel staff with mobile
devices which enables employees in hotel to provide exceptional guest services. By utilising the
property management system, an enterprise has able to deliver the services anytime and
anywhere to customers. This system has also enabled workers to facilitate innovation which is
very much important in order to meet the continuously changing as well as unique demands of
guests. It has been analysed from the given case scenario that, the reason for poor services by
Sunderland is lack of skilled staff and high level of dissatisfaction among employees (Johnson,
Park, and Bartlett, 2018). As objective of Sunderland is to gain competitive advantage and to
become popular for their quality service need to offer training to employees, provide proper fair
wages or salaries to workers. As all this practices will aid organisation in reducing the staff
turnover over rate. In addition to this, reward system has been developed for positively
influencing behaviour and interaction of employees with clients. Rewards system has also helped
business entity in motivating people to make their significant contribution in bringing
improvement in quality of service.
It has been analysed from the given case scenario that, management team in Sunderland
is facing the difficulty in providing the quick response to customer feedback due to increase in
booking. It is required by management to recruit more number of employees and implement time
management strategy.(Zhu, Freeman and Cavusgil, 2018). In addition to this, it is required by
management in Sunderland to implement property management system, as this technology will
help an organisation in delivering good as well as memorable experience to their guests. It will
also support business entity in enhancing its check in and check out capabilities. In addition to

this, Total quality management approach can be adopted by the management in an enterprise, as
this will assist management in bringing improvement in the quality of services. It will also enable
manager to engage employees in the service improvement procedure.
3. Producing customer feedback system framework which enterprise can use for monitoring and
enhancing quality of services.
Developing the customer feedback system is important for identifying the area as well as
need of improvement in quality of services. Customer feedback system can assist management
in identifying the problems related to quality. As the objective of Sunderland is to meet customer
expectations and to deliver high level of satisfaction to guests. The purpose of designing the
customer feedback system for Sunderland is to measure the satisfaction level of guest related to
the services delivered by business entity (McAdam, Miller and McSorley, 2019). Objective of
customer feedback system is to assist management in dealing with the problems faced by guests.
There are different channels which can be utilised by manager in Sunderland for gaining the
feedback from customers. Business entity can utilise the customer relation ship management
system for extracting the reviews of guests related to the quality of services offered by
organisation. A customer feedback system assist management in managing the suggestions or
other comments on different feedback channels. The different channels for gathering the
feedback from customers are :
SMS: It is nowadays a most commonly used channel for gathering the feedback from the
service user.
Email : Company using this channel for gathering feedback from the customers send
survey link through Email.
Web : By using the website, management in Sunderland can gathered feedback from
large number of customers. Feedback through this channel involves a small pop-up asking the
customer just one or two questions. Pop-up surveys, in the digital era, are effective at raising
response rates because it grabs the customer's attention during the touchpoint (Herstein, Gilboa,
and Ali, 2018).
Phone: By utilizing the phone company can conduct two type of surveys these are
interactive voice process and personal interview. In context of Sunderland, management has been
provided with suggestion to conduct personal interview, as this strategy will assist them in
getting the detail information about the perceptions of guests about the services offered by an

organisation. In addition to this, interactive voice process survey will help an enterprise in
getting the immediate response about the services delivered by firm.
Among the different options, SMS, Email and phone is considered to be as the best
channel in order to get higher response rate. By utilising the Email, SMS and phone
management in hotel can ensure reliability of information. In context of Sunderland,
management in an enterprise can utilise usability feedback tool, as this will assist them in
improving the usability of its Facebook page. Customer journey mapping is the strategic tool
which can be used by manager in Sunderland as this technique will assist them in identifying the
appropriate channel as well as method for reaching customers and influencing their experience.
It is required by the management in an organisation to provide technical training to
employees, as this will help them in getting quick response to the customer queries on the
different channel used for gathering feedback from service users.
Customer feedback loop is considered to be as one of the best ways of bringing
improvement in services according to the demands or need to clients. This technique will enable
Sunderland to constantly gather as well as applying the suggestions for enhancing the quality of
services. Customer feedback loop is considered to be as an effective strategy for bringing
continuous improvement in services (Alzaydi, Nguyen and Jayawardhena, 2018). In context of
Customer feedback loop, comments or suggestions are leave by guest related to the services
offered by company then the feedback is analysed, conclusions are implemented and finally, the
loop is repeated. It has been analysed from the give case scenario, that marketing manager in
Sunderland has created the Facebook page and is using the trip advice for gaining the feedback
from the service user, but unfortunately, management has not analysed the reviews sue to which
they have failed to provide satisfaction to their guests. The major benefit of utilising the
feedback loop is that it will enable company to engage their guest in the procedure. It will also
provide firm an opportunity to strengthen their relationship with clients. There are basically three
stages involved in the feedback loop these are :
Gathering : At this face, manager in Sunderland will collect the customers views. The different
techniques which will be utilised by manager in hotel for gathering the information related to the
perceptions of customers about the services delivered by organisation includes email marketing,
direct or telephonic interview, Live chat, feedback form, survey etc.

Learn : At the phase, manager in hotel will analyse the data. It is required by the management in
an organisation to address the issues.
Apply : At this stage, manager will plan to bring changes in order to deal with the problems
which is creating barriers in delivering the quality services to guests.
In addition to the above strategies, it is required by management in Sunderland to
facilitate omni channel measurement. As it will provide firm an ease in capturing the feedback or
suggestions provided by guests. Omni channel will also enable management to assess every
interaction. Customer service maturity model can be utilised by the management in Sunderland
as this hypothesis will assist an enterprise in identifying their position of their customer feedback
practices. Maturity model also will help manager in addressing the area which require
improvement in context of customer survey procedure.
There are different phases involved in the closed loop customer feedback cycle which
are required to executed by manager in Sunderland as this will assist them in bringing
improvement in customer survey procedure (Liu and Ko, 2018).
Listening : An effective listening is very much crucial, as this will support manager in analysing
the way services are being delivered. It will also assist management in addressing the issue faced
by guests.
Reacting : It is also well known as service recovery procedure. This is considered to be as the
most essential part of the procedure.
Understanding : This phase involves analysis of the root cause of the issues faced by customers.
Designing: At this stage, it is required by management in Sunderland, to make plan for changes
in the business system as per the customer feedback or suggestions.
Acting : After completion of the procedure it is necessary for the management on an organisation
to take quick actions.
In context of Sunderland, manager in hotel is required to continuously monitor social
channels. It is required by management in an enterprise to arrange valuable resources that
are required for monitoring as well as responding to feedback or queries of customers.
CONCLUSION
It has been concluded from the report is that delivering the quality services is very much
important for sustainable growth of business. The other fact which has been found during the
study is that measuring the service is crucial, as it assist management in identifying area as well

as need of improvement. It has been concluded from the assignment that staffing and other issues
can have direct as well as negative effect on the service performance. In addition to this, an
effective service quality management can help business entity in the gaining competitive
advantage. It has been concluded that continuous improvement in service quality is very much
crucial in order to provide high level of satisfaction to customers.
The different methods have been suggested which can be utilised for measuring the
quality of services. Management in an enterprise has been provided with various strategies which
can be implemented in order to bring improvement in quality of services. Business entity has
been provided with the advice to bring improvement in service delivery system, as this tactic will
help them in providing good experience to guests. The different channel has been recommended
which can be utilised by management in firm for gathering the feedback from customers.

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The Customer Service Survey, 2018. [Online]. Available
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