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Evaluate key hotel service quality dimensions demonstrated at Fraser-Bolling Hotel

Discuss about the Service Design Management of SERVQUAL.

SERVQUAL is a multi-dimensional research instrument that is designed for capturing the consumer’s expectations and perceptions of a service along the five dimensions. The five dimensions include assurance, reliability, tangibles, empathy and responsiveness. The success of business in a hospitality industry is highly dependent on the service quality. Along with maintaining the quality of product the business experts have to focus on service quality in order to draw the attention of customers from different geographical backgrounds. This very specific study provided in-depth analysis about the service quality of Fraser-Bolling Hotel based on the detailed overview of case study. As per the case scenario it has been observed that Fraser-Bolling Hotel has already achieved immense recognition due to its effective operation process. This specific hotel is constituted with 200 rooms of different configurations and 15 suites, features an all-day café dining, a wellness spa and a well-equipped business centre. In addition, Fraser-Bolling Hotel provides moderate to high level of services to the customers. This particular hotel is comfortable with both the moderate cost of customers as well as high cost customers. After evaluating the entire case study it has been observed that the service providers are well trained in dealing with the different level of customers. People after visiting the place do not have to wait for a long time in order to receive the services. At the same time, it is realized as a guest experience manager that Fraser-Bolling Hotel should bring some major changes in order to make their entire service process faster and more effective.

As already stated, hotel quality dimension is constituted with five major components that include assurance, reliability, tangibles, empathy and responsiveness. While capturing the needs and desires of customers SERVQUAL multi-dimensional research instrument primarily focuses on those five major factors.

Assurance:

This specific dimension indicates that the experience and skill of an individual service provider should be captured in the mind of customers. In many cases it has been observed that a particular service provider is efficient enough in terms of managing the customers. Still the individual fails to portray that competency in front of target market due to the lack of presentation skill. In this kind of situation, the customers get the lack of assurance from the service providers. Fraser-Bolling Hotel is very much successful in convincing the customers by showing their moderate approach as well as systematic operation process (Wang, Chen & Chen, 2012). It is highly important to gain the reliability of target market by showing a proper gesture and on time service delivery. At the same time, Fraser-Bolling Hotel in order to expand their business beyond going the Australian market the service providers can enhance their skill and competency by enhancing the professional skill. The responsibility of an efficient service manager is to fulfill the needs and demands of every single customer and make them assured about the superior quality of services.

Assurance

Reliability:

In order to become an efficient service provider the customers have to focus on gain the trust of people. Maintaining a proper gesture along with dignified dress code creates an additional impression (Benavides-Velasco, Quintana-García & Marchante-Lara, 2014). The service providers of Fraser-Bolling Hotel have to follow a proper uniform in order to maintain hotel regulation and custom. In addition, this particular hotel is endowed with café dining, a wellness spa and a well-equipped business centre (Hoque, 2013). The guests are free to use services at any time. As a result, there is not time boundary that has to maintain for using the services of those facilities. In addition, the employees associated with café, spa and business centre are very much able to deliver the service within stipulated time. Customers as a result do not have to struggle for receiving services.

Tangible:

As per this specific dimension the success of hotel industry is intensely dependent on the appearance of entire operations. Every single staff should have proper gesture and skill to impress and drag customers’ attention. In addition, people belonging to different geographical boundaries are associated with in the service process of a hotel. Therefore, customers are very much concerned about employees’ appearance, uniforms, official equipment, and way of flexibility (Pereira-Moliner et al., 2012). However, Fraser-Bolling Hotel has provided strict instruction to the employees for maintaining professional gesture with the customers in order to impress them for using services.

Empathy:

In many cases it has been observed that employees have provided their best endeavor for fulfilling the needs and demands of customers. Despite effective services the customers show their negative impression towards the service providers. In this kind of situation, entire effort provided by the employees becomes meaningless. This very specific case study of Fraser-Bolling Hotel has highlighted that customers of moderate cost sometimes get dissatisfied in getting effective services due to the psychological barrier as well as linguistic barrier (FitzPatrick et al., 2013). The responsibility of an efficient guest experience manager is to make a direct communication with those customers who are not very much satisfied within the service process. The guest manager intends to identify the issues that the customers have faced while receiving the services. Based on the level of dissatisfaction the guest manager has to provide an effective feedback to the concerned operation manager (Peppard & Ward, 2016). After getting an effective feedback from the guest experience manager the operation manager intends to render a change in operation process.

Reliability

Responsiveness:

Responsiveness implies that the business managers along with the employees have to give prompt response and feedback to the customers. The primary role of an efficient employee is to deliver the services within time so that the customers do not have to wait for a long time in order to receive the services (Mohammed & Rashid, 2012). Fraser-Bolling service providers are available for twenty four hours. The guests can enter at the hotel at any time. They do not have to following a specific time schedule for using the services. The employees are flexible enough in delivering services within time.

However the service management strategies that Fraser-Bolling Hotel follows within their service process include:

  • Service facility for twenty-four hours

Fraser-Bolling hotel is flexible to provide services to the customers for twenty four hours. Therefore, the international customers do not have to face problems in using the services of this specific hotel. The employees are very efficient to deliver the service within proper time (WuI & Lu, 2012). This specific factor has made the brand as one of the most prestigious hotels expanding in the market of Australia. This very specific case study has highlighted that Fraser-Bolling service has focused to make relationship with both low cost customers as well as high cost of customers.

  • Effective customer relationship

Maintaining effective customer relationship is one of the most effective strategies and policies that the business experts of Fraser-Bolling service tend to follow. The customer support department after receiving a booking from a specific customer keeps a detailed track about the customers such as past purchases, customers’ preferences and contact details (Tajeddini & Trueman, 2012). The customer service providers of Fraser-Bolling service intend to call the guests for informing the detailed address and additional information about the hotel. Automatically the target customers intend to show their level of interest for purchasing the products and services of Fraser-Bolling hotel.  In addition, one of the most significant features of this specific brand is that service providers tend to show their equal respect and dignity to the customers of different psychological backgrounds and attitudes (Becerra, Santaló & Silva, 2013).

  • Maintaining outward appearance:

Outward appearance is an additional feature based on which the impression of a hotel industry is highly dependent. The employees belonging to a specific luxury hotel have to maintain proper dress code along with gesture. As a result customers belonging to different geographical boundaries would like to show their attraction in using the services from those employees (Dief & Font, 2012). The internal staffs of Fraser-Bolling Hotel however strictly maintain a proper uniform for maintain organizational discipline.  

Tangible

After making an in-depth critical evaluation about hotel service quality dimensions some of the major recommendations can be provided to the guest experience manager of Fraser-Bolling service. The recommendations are as follows:

  • Collecting constant feedback from the customers

As a guest experience manager collecting constant feedback from the customers is highly important for making business strategies and policies. Without collecting customers’ feedback the service managers would not be able to render a change in business strategy as well as policies (Srinivasan & Moorman, 2013). Therefore, Fraser-Bolling service can be recommended to make direct communication with the customers of both low cost as well as premium cost. Based on the feedback and their effective responses business strategies and policies can be re-formed for drawing the needs and desires of customers.

  • Receiving training and development session for enhancing professional skill as well as communication skill

The primary business of Fraser-Bolling service is surrounded within the market of Australia. The employees are comfortable in handling the customers of Australia. Therefore, there are least opportunities in business expansion of Fraser-Bolling service. However, in order to become flexible with the customers of multinational countries the service providers can receive an effective training and development session for enhancing professional skill as well as communication skill (Ryals, 2013). Rendering flexibility in multilingual communication is highly important with the help of which people belonging to different geographical boundaries and attitudes can feel free in interacting with the service providers. Therefore, the management of Fraser-Bolling can be suggested for providing proper training session to the employees for improving their communicational skill and professional competency.

  • Rendering the advancement of technology

Fraser-Bolling can render more advanced technology within the organization in order to make the entire operation process faster. The service providers after collecting data and information about the guests can make a record by maintaining a proper database. In addition, the service providers can use big data as well for collecting, storing and implementing suitable information in a systematic manner; Fraser-Bolling does not follow effective advanced technology (Cabiddu, Lui & Piccoli, 2013). The employees are not very much accustomed with the changing process of technological advancement. In this kind of situation, the service providers and employers’ can be suggested for implementing advanced technological equipments within the services.

  • Making more promotions for business expansion

Fraser-Bolling promotional style and activity is not very much effective that can draw the attention of international customers. Being one of the most prestigious brands of Australia the business experts should focus to expand their entire process of business in different multi-national countries (Nieves & Segarra-Ciprés, 2015). Therefore, this very specific study has focused to provide an effective recommendation to Fraser-Bolling for using the platforms of social media as well as other digital media. Digital media is considered as one of the most effective platforms based on which international customers can be attracted towards the brands as well as services.

Empathy

Conclusion:

The entire study has focused to make an in-depth overview about the importance of maintaining superior quality of service process for building organizational image and reputation. People belonging to different geographical markets are associated within the business process. Therefore, the business managers of Fraser-Bolling should provide an effective training in order to make the employees competent in management skill. This very specific study provides deep analysis about five key hotel service quality dimensions demonstrated at Fraser-Bolling Hotel. By highlighting the five key components, the study has focused in analyzing the importance of fulfilling the customers need and demands. The existing service  management of Fraser-Bolling Hotel with the help of critical analysis of numerous scholars has been presented in this very specific study. At the end of the study recommend modified or new service management strategies to improve the customer experience has also been highlighted in this very specific study.

References:

Becerra, M., Santaló, J., & Silva, R. (2013). Being better vs. being different: Differentiation, competition, and pricing strategies in the Spanish hotel industry. Tourism Management, 34, 71-79.

Benavides-Velasco, C. A., Quintana-García, C., & Marchante-Lara, M. (2014). Total quality management, corporate social responsibility and performance in the hotel industry. International Journal of Hospitality Management, 41, 77-87.

Cabiddu, F., Lui, T. W., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86-107.

Dief, M. E., & Font, X. (2012). Determinants of environmental management in the Red Sea Hotels: personal and organizational values and contextual variables. Journal of Hospitality & Tourism Research, 36(1), 115-137.

FitzPatrick, M., Davey, J., Muller, L., & Davey, H. (2013). Value-creating assets in tourism management: Applying marketing's service-dominant logic in the hotel industry. Tourism Management, 36, 86-98.

Hoque, K. (2013). Human resource management in the hotel industry: Strategy, innovation and performance. Routledge.

Mohammed, A. A., & Rashid, B. (2012). Customer Relationship Management (CRM) in Hotel Industry: A framework proposal on the relationship among CRM dimensions, Marketing Capabilities, and Hotel performance. International Review of Management and Marketing, 2(4), 220.

Nieves, J., & Segarra-Ciprés, M. (2015). Management innovation in the hotel industry. Tourism Management, 46, 51-58.

Peppard, J., & Ward, J. (2016). The strategic management of information systems: Building a digital strategy. John Wiley & Sons.

Pereira-Moliner, J., Claver-Cortés, E., Molina-Azorín, J. F., & Tarí, J. J. (2012). Quality management, environmental management and firm performance: direct and mediating effects in the hotel industry. Journal of Cleaner Production, 37, 82-92.

Ryals, L. (2013, May). Making customer relationship management work: the measurement and profitable management of customer relationships. American Marketing Association.

Srinivasan, R., & Moorman, C. (2013, May). Strategic firm commitments and rewards for customer relationship management in online retailing. American Marketing Association.

Tajeddini, K., & Trueman, M. (2012). Managing Swiss Hospitality: How cultural antecedents of innovation and customer-oriented value systems can influence performance in the hotel industry. International Journal of Hospitality Management, 31(4), 1119-1129.

Wang, C. H., Chen, K. Y., & Chen, S. C. (2012). Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors. International Journal of Hospitality Management, 31(1), 119-129.

Wu, S. I., & Lu, C. L. (2012). The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31(1), 276-285.

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