Report On Service Quality Of Remington Hotel
Report on Service Quality of Remington Hotel
Introduction
The concept of quality holds a central place in the hotel industry where servicing is the main part of the business. Lewis and Booms (1983) commented that service quality is “a measure of how well the service match with the customer expectations” on a consistent basis. Parasuraman et al (1985, p. 42) stated, “Quality is an elusive and indistinct construct” Quality is comparison between expectation and performance.
Parasuraman et al (1988) introduced Gap model and SERVQUAL for measuring the service quality. Expectancy-disconfirmation theory postulates that customer forms their satisfaction with a service as a result of subjective comparison between their expectation and perceptions (Oh 1999, pp. 68-70).
In this case study, the author will investigate the gaps in the service quality in Remington Hotel. The five main dimensions of the services will be measured on SERVQUAL scale to understand where gaps exist between expectation and perception of the customers. The author will also discuss reasons behind gaps and recommendations.
Gaps in service quality as observed from Spenser’s complaint Knowledge gap (Gap 1)
The non- availability of hotel’s airport facility in night hours was a simple expectation of Mr. Spencer, which was not fulfilled. The gap visibly exists in knowledge of the Remington Hotel management who does not understand what service a customer expects from the hotel’s airport facility in night hours. A customer with delayed flight will expect airport facility to safely pick up the guests from airport to the hotel. Parasuraman et al (1985, pp. 42-45) described this as Gap 1 - a gap between consumer expectation and management perception of those expectation. The absence of physical facility is a tangible evidence of incompetent service quality of the hotel. Knowledge gap can be due to incorrect market research, lack of feedback and too many organizational layers (Grzinic 2007, pp. 86-89).
Introduction
The concept of quality holds a central place in the hotel industry where servicing is the main part of the business. Lewis and Booms (1983) commented that service quality is “a measure of how well the service match with the customer expectations” on a consistent basis. Parasuraman et al (1985, p. 42) stated, “Quality is an elusive and indistinct construct” Quality is comparison between expectation and performance.
Parasuraman et al (1988) introduced Gap model and SERVQUAL for measuring the service quality. Expectancy-disconfirmation theory postulates that customer forms their satisfaction with a service as a result of subjective comparison between their expectation and perceptions (Oh 1999, pp. 68-70).
In this case study, the author will investigate the gaps in the service quality in Remington Hotel. The five main dimensions of the services will be measured on SERVQUAL scale to understand where gaps exist between expectation and perception of the customers. The author will also discuss reasons behind gaps and recommendations.
Gaps in service quality as observed from Spenser’s complaint Knowledge gap (Gap 1)
The non- availability of hotel’s airport facility in night hours was a simple expectation of Mr. Spencer, which was not fulfilled. The gap visibly exists in knowledge of the Remington Hotel management who does not understand what service a customer expects from the hotel’s airport facility in night hours. A customer with delayed flight will expect airport facility to safely pick up the guests from airport to the hotel. Parasuraman et al (1985, pp. 42-45) described this as Gap 1 - a gap between consumer expectation and management perception of those expectation. The absence of physical facility is a tangible evidence of incompetent service quality of the hotel. Knowledge gap can be due to incorrect market research, lack of feedback and too many organizational layers (Grzinic 2007, pp. 86-89).
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