Service quality is an important parameter in the services and hospitality industry. Service quality is what would motivate the customer to be loyal to an organization. Where there is service quality lacking the customer would move on with other choices. The hospitality industry is an inherently competitive industry and as such service quality improvement over time becomes critical.
In this work, the service quality significance and the tools and methods for improving service quality have been discussed. The needed organizational human behaviour for improving service quality and an actual questionnaire for service quality customer feedback has been presented. Implemented as a continuous feedback system in the new Hotel, the CFS will enable the Hotel to address service quality gaps. The five dimensions of the SERVQUAL are used to develop the CFS framework that will help the Hotel to monitor and continually improve service quality. The continual improvement is possible because of the customer service feedback. The customer service feedback will show to the management the areas in which they are good (and hence have to be consistent or excellent) and the areas in which they have to definitely improve. It will ensure the customers are kept satisfied.
More often in the service quality assurance context, the empowerment of employee is missed. Employees although being trained for service quality assurance would be at a loss if they are not empowered. Especially in the service industry, the frontline employees who work directly with the customers are tasked with customer engagement. They need some amount of autonomous power in order to make decisions that are time critical. Hence it is recommended that the Hotel should give its employees some amount of autonomous decision making power. Secondly the Hotel should recruit employees that would be helpful for it to meet the service quality goals. There should also be induction training programs that help orient the employees to the requirements of the workplace. The last key recommendation is that the Hotel must invest in the customer feedback system to improve its service continuously. The framework that has been presented here is only a template. The Hotel must invest in a customer feedback system and then should improve the system of information collection also based on how customers respond. Targeted segment of customers might prefer an online survey more than a customer card questionnaire or vice versa. So the system of feedback collection must itself be improved.
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