Delivery in day(s): 5
Diploma in Business
Unit Number and Title
Unit 11 Research Project Sunderland International Hotel
Research project sunderland international hotel assignment is discussing about the different theories as well as principles that surrounds as well as relates with the aspect of managing service quality in respect of the hospitality sector. Factors related with service delivery have been analyzed in respect of a 3 star hotel named The Sunderland International Hotel and its staffs as well as customers. There is the requirement to assess in a critical manner the management of service quality in respect of the 3 star hotel as well as there is the need for critical evaluation of different aspects that are in relation with service quality.
Before having an in-depth analysis of the significance of managing as well as measuring service quality, let us first discuss regarding the definition of service quality. Well, service quality is considered to be the evaluation of how effectively a delivered service will be conforming to the expectations of the client. The operators of service business often do the evaluation of service quality offered to their customers for improving their service, for quickly identifying the crises situations as well as improved assessment regarding the satisfaction of the clients. (McCalman, 2015)
To manage as well as measure service quality, certain dimensions are to be followed such as,
To manage the service quality for an organization, two approaches are being followed viz., a proactive approach or a reactive approach.
To measure the service quality for an organization, there is a need for having a metric towards the measurement of quality. The selection of the specific factors will be depending on the business type, service model as well as the expectations of the customers. (Lancaster, 2010) For instance, in a customer service call center regarding a telecom provider, the metric to measure service quality is associated with the average time taken to handle a call or resolving a grievance. In respect of an outlet for fast food, the metrics towards the measurement of service quality regarding the sales staff could be the generation of the number of bills as a percentage of total footfalls of the customers or increasing the sales every month.
The importance of managing as well as measuring service quality can be justified as under,
The appropriate service quality management methods that are adopted for justifying the significance of managing as well as measuring service quality are as follows,
Prior to the commencement of assessing the impact of the current service delivery of the Sunderland International Hotel, let us first understand the current service delivery condition of the 3 star hotel.
The Hotel is attracting business guests as well as leisure guests, and currently refurbishing as well as developing the conference as well as banqueting suite and the 3 star hotel is having a 200% growth in respect of rooms as well as events booking. The Hotel Manager is checking the Trip Advisor Reviews only once every month, as well as instructing staffs for referring any customer grievances directly to him. Of late, the management team has got the awareness that customers are posting their comments as well as reviews on the Facebook page of the Hotel as well. (McDaniel, 2011)Since, there has been a significant rise in the number of occupancies of the hotel rooms as well as there have also been an increase in the booking of events related to conferencing as well as banqueting, it has become quite a challenge for the management team for finding the time in responding to the feedbacks of the customers. The service culture stresses on the significance related to the experiences of the guests, but the employees are lamenting that there is lack of ownership, and they are not provided appropriate care. There is a lack of reward schemes or active employee empowerment and the staffs are having a feeling that the management is not giving them the proper value. At present, the part-time employment of staffs is around 60% and only the team of management as well as supervisors is on full-time contracts as well as there is an increase in the employee turnover. (McDaniel, 2011) Complains have also been raised in respect of the payment of minimum wages. Regarding recruitment, the team of management is not having any systematic approach as well as recruiting on an unplanned manner. Trainings are provided for a week and are offered on the job with the help of on-duty supervisors. (Lind, 2014) Previously, the 3 star hotel was operating basic standards of service regarding assurance of quality, identification as well as providing genuine attention. But, with the rise in occupancy of hotels as well as employee turnover, the upholding of these standards is not being done and the team of management is also not trying to enforce it. (McDonald, 2012)
The frontline employees of The Sunderland International Hotel such as the desk staffs, food and beverage workers, and housekeepers are being considered as the spokesperson for the 3 star hotel in respect of interacting with the customers on behalf of the hotel and have a strong influence in respect of the satisfaction level as well as engagement. (Harris, 2014) Let us now analyze the probable association amongst the actions of the frontline staffs as well as their engagement with the customers. The term ‘engagement’ in this regard can be viewed as an indicator that is reflecting the involvement of the customers with the services of the 3 star hotel. (McDonald, 2012) As a result, it can be stated that an engaged customer is the outcome of getting enough satisfaction from the interaction amongst themselves as well as the frontline staffs of the 3 star hotel. It needs to be mentioned here that, in this process of interaction, the frontline staffs of The Sunderland International Hotel who are in direct contact with the customers are playing a very significant part. (Harris, 2014) The reason for this is that the frontline staffs are time and again acting as the organizational spokesperson and playing an important part in respect of service delivery, offering information, mentioning to the customers ways of making effective utilization of the acquired services, processing grievances of the customers, proposing solutions or substitute utilization as well as generation feedbacks, each of these traits are considered to be utmost significance in respect of the current as well as future worth regarding the organization. Aspects like training, actions as well as staff motivation as a result can assist in explaining the reasons for some customer’s willingness towards becoming engaged customers. (Harris, 2014)
For analyzing the frontline staff’s role regarding customer engagement there is the requirement for particularly examining the aspect whether the frontline staffs in their tasks as organizational spokespersons are affecting the customer’s level of satisfaction as well as the customer’s engagement level. Also, it is required to be examined whether customers will be having appropriate engagement only in respect of their feeling of satisfaction or there might be a possibility that the frontline staffs are playing a significant part in this respect. (Furnham, 2012) Last but not the least, it is required to be examined whether comparison can be drawn between relationships where no complaint has been drawn with those in which grievances has been made.
The interaction that occurs within the frontline staffs as well as the customers will be influencing the overall insight regarding the service quality and finally the satisfaction of the customers. As a result, since the frontline staffs that are playing an essential part in respect of the complete rating of services, the 3 star hotel is required taking utmost care towards performance management. (Furnham, 2012) Moreover, in this respect the managerial implication comes into consideration where there is a requirement for promoting an attitude of positivity within the frontline staffs of The Sunderland International Hotel. These positive attitudes are depending on factors that are considered to be both objective as well as emotional constituting of salary, receiving training, conditions for work, the staff’s socio-cultural profile, feelings in respect of the organization or being compatible with values of the organization and finally determining whether there is prevalence of satisfaction or dissatisfaction amongst the staffs. (McDonald, 2012) So, it can be stated that staffs that are having an attitude of positivity as well as having a feeling of satisfaction will be having the ability for performing in a more effective manner that will as a result, create an improvement in the results of the 3 star hotel. (Freeman, 2013) Hence, it is very much essential for The Sunderland International Hotel for understanding the requirements as well as anticipations of the frontline staffs of the 3 star hotel for increasing their satisfaction level since the staffs that are having the satisfaction will be treating the customers in a more improved manner as well as provide an enhanced service. It can be stated in particular that the interaction amongst the frontline staff staffs as well as the customers of the 3 star hotel will be providing an outstanding scope related to marketing in respect of The Sunderland International Hotel whose manifestation will occur in different manners that will not only be focused on service delivery but also a scope for understanding the customers in a more effective way, their changing requirements as well as anticipations, satisfaction as well as dissatisfaction standards, the probability to develop a relationship and so on with the help of feedbacks that are considered to be of significant worth in respect of the organizational future. (Freeman, 2013) So, taking into consideration the management’s viewpoint in respect of traits such as attraction, selection as well as retention of the appropriate employees for the organization, as well as their development and training, understanding as well as trustworthiness, communication, environment for work assists in determining the satisfaction standard of the frontline staffs and are considered to be of utmost importance to the performance of the 3 star hotel. (Lancaster, 2010)
Hence, from the above discussion, with proper engagement as well as managerial implication, certain inferences can be drawn that are mentioned as under,
The Sunderland International Hotel needs to acknowledge primarily the monitoring process that is as follows,
Therefore, the aspect to monitor, measure as well as manage performance in respect of service quality is considered to be utmost significance for any hotel. It will assist in the improving the experience of the customers as well as the customers themselves.
Profitability at hotels is linked directly to the satisfaction of the customers as well as satisfaction of the staffs of the hotel. This clarifies the fact that happiness of the customers is directly proportional to their loyalty that assists in retaining the customers with the 3 star hotel. Also, the loyal customers in addition to visiting the hotel themselves frequently, will also be referring the name of The Sunderland International Hotel to others. It has been found that hotels are losing opportunities of business as well as competitive advantage because of the irate customers. (Lancaster, 2010)Therefore, an effective Customer Feedback System (CFS) will be assisting in continuous measurement of the satisfaction of the customers as well as identifying the deficits as well as improvement areas. A research study in this respect has revealed has stated that a 5% growth in customer retention will be increasing profits by 25% to 95%. (Daft, 2015) On the other hand, if The Sunderland International Hotel will not offer optimum services then it will lead to irate customers and there will be possibilities that will be influencing bookings in the future. Therefore, satisfaction of the customers as well as hotel experience is required to be assessed as well as evaluated on a daily basis for providing the 3 star hotel’s administration with realistic data for improvising as well as providing enhanced service day in day out. (Capon, 2015)
An effective Customer Feedback System (CFS) is considered to be very significant for The Sunderland International Hotel in respect of measuring the satisfaction of the customers and is considered to be an effective means for assessing as well as encouraging performance from its team of operations as well as individuals. Reports regarding customer satisfaction can also be regarded as an effective means for promoting as well as publicizing the special care that the 3 star hotel is providing in respect of its customers. (Fernando, 2011) The Sunderland International Hotel slowly but surely is becoming more approachable in respect of the feelings that are conveyed to them by the customers and this important aspect is utilized in an effective manner for fostering effective performance from the operating section as well as the hotel’s staffs.
An effective Customer Feedback System (CFS) is having the ability for capturing the accurate feelings that the customer will be having in respect of the experiences the individual after staying in the 3 star hotel. The most ideal time for doing this is just after the person’s checkout or when the individual will be using certain various amenities of the 3 star hotel. For example, when the feedback of a customer is taken just after the completion of his meal at the restaurant of the hotel, it is considered having more accuracy in comparison to when it is taken after few weeks. (Capon, 2015) An effective Customer Feedback System (CFS) should be having the ability for analyzing the feedback that are being provided by the customers and these should be translated to reports that are considered to be intelligent as well as exhaustive which will be providing the management of the 3 star hotel a summarized viewpoint regarding the complete satisfaction of the customers that it aspires to control. These reports are also required focusing on personal satisfaction areas in respect of the customers and displaying those effective staffs in the hotel that can be motivated for providing their utmost in satisfying the customers in the 3 star hotel. (Daft, 2015)
The Customer Feedback System (CFS) framework can be segmented into certain options that can be utilized in The Sunderland International Hotel such as,
In conclusion, it can be stated briefly that, an effective Customer Feedback System (CFS) for The Sunderland International Hotel can as a result, be more than simply a measurement of the satisfaction of the customers. It can be regarded as an essential element regarding the human resources policy as well as operational aspect of the 3 star hotel. It can also be regarded as an efficient element in relation to the hotel’s marketing plan as well.
This assignment delves with the aspect of service quality in respect of a 3 star hotel named The Sunderland International Hotel in which the significance of managing as well as measuring service quality has been justified that recommends the aspect of adopting proper methods associated with service quality management. The influence of the current service delivery on the front-line employees have also been assessed along with their engagement as well as managerial inferences and lastly, a framework in respect of Customer Feedback System (CFS) has been produced that will be utilized by The Sunderland International Hotel for monitoring as well as continuously improving the quality of the services.
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