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EXECUTIVE SUMMARY

The report presents an evaluation on the identification of Service Management Excellence in hotel. The report specializes in the importance of service excellence, how it
is able to be completed with examples of best practices followed inside the
hotel, also the recommendation what is needed for the organisation. Keeping
in mind the words said by Siebel Ad that Good service is good business. If the
organisation fails to deliver the proper service to the guest it causes loss of
revenue at the same time the if they deliver the type of service which delights
the guest even that makes the employee motivated.  In this report we will discuss about how ZURI
WHITEFIELD,BANGALORE deliver the service. The points what we will discuss in
this report are service method, employee management, guest satisfaction,
performance evaluation of the said organisation and the points recommended for
the improvement of service.

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INTRODUCTION

By Service excellence we  mean to say that it is the ability of meeting
of guest and customers expectation effectively. 
The organisation should give the proper service what guest has expected
from the organisation. For a organisation their priorities are their employees
and customers because without them the organisation cannot run. But we see
these days in the run of making more profit the organisation ignores the
service excellence. Service Excellence is not only
about exceeding the expectations of the customers, but also about delivering
the service which is promised by the organisation and dealing with any queries
and issues that may arise (Johnston R and Clark G). We will discuss the
identification of service management of the hotel called  zuri whitefield Bangalore. It is five star
luxury property which is owned by the zuri group global. In this report we have
chooses some points to showcase how the hotel delivers its service to the guest
and some recommendation to improve the service in the hotel.

 

 

 

 

 

 

 

 

 

 

 

 

 

ORGANISATION FOR SERVICE

Organisation is a platform
where services are designed and delivered. Services can be different from one
organisation to another. The hotel on which we will discuss  some points is ZURI WHITEFIELD, BANGALORE. It is
owned by The Zuri Group Global. It has five properties worldwide. Zuri is known
for its service. They serve the best quality of service that satisfy the guest.
The Structure of the hotel hierarchy is like pyramid top liners are the
managers, then comes supervisors than front liners. Normally in the structure
we see top liners orders the supervisors the work and the supervisor get it
done by the front liners. They comes in direct interaction with  the guest. This is the traditional structure of
the organisation. But in Zuri front liners are authorised some power which they
can implement on their work. If any situation happens they can use those power
to solve the problems. The way the employees treats the guest from the beginning
of their stay from the reservation to check in everything happens in a manner
that automatically impress the guest.

The moment guest step into
the hotel the employees treat them like family member. The bell caption Mr.
Laxman in Zuri used to tell ” Treat your Customer like your family member, You
help your family members, you take care of them like the same way you should
take care of your customers”. So the guest of zuri hotel are given the best service
with in the shortest period of time. When the guest checks in they offer welcome
drink and cold towel that relaxes the guest’s hectic day they do a quick check
in then they are escorted to their rooms. During the whole stay the all the
need of the guest are given a great privilege and the internal departmental
coordination helps to serves the guest better.

Recommendations

·        
There should be more training session for the front liners as they are
dealing with the guest

·        
Internal department coordination needs to be more strong so that they
can deliver the services effectively

 

 

 

                                               

 SERVICE
QUALITY

The quality system is the organisational
structure, responsibilities, procedures, processes and resources for
implementing quality management. (Slack et al., 2007:661). So it is clearly
said by slack that it is organisation’s responsibility to satisfy the customer
with their service to meets the guest’s expectation. It is a study or analysis
what a service operator does to deliver the right service to the guest what
they expected from the organisation. Quality is generally
conformance to the customer’s expectations consistently (Slack, et al, 2007:
539).

Service
quality is very important thing for all hotel organisation. Zuri also works
really hard to ensure that it is providing the best service quality to each customer,
because quality is something is describes the standard of the hotel is the
quality of service is very good, it can have a huge impact on the sells and the
revenues can be increased easily so for maintaining the best quality we first
need to make sure that our staff members are skilled and efficient enough to
impress the customers. Customers now a days want a quick service within the shortest
period of time with no mistakes in it, so that is the reason we need to ensure
that our staffs are skilled and trained well enough so they can perform any
task with ease with in the limited period if time.

With
proper quality not only sells goes up but cost can be reduce significantly. Now
quality is something that we cannot measure, it can be only measured by the
customers. For that we need to take feedback from our customer and need to
focus on the areas which the hotel is going wrong. By focusing on those areas
we can improve the quality of the service. Not only we can get to know the
quality of services from the customer but we can also know this from our competitor.
We need to observe the services they are providing and try to provide better
service than them in an efficient manner. As we know service is neither visible
nor tangible, the hotel needs to make their customers feel the warmness and courteousness
through  a high quality of service.

Time
quality management is one of the best approach to improve the service quality.

Overall  first-rate control is
the best method to enhance the service best. It focuses on the nice development
maintenance and development efforts to meet the customers.

The
key points of TQM

Customer focus – meeting customer’s expectations to retain those
customers thus enhancing profitability; and meeting the strategic needs of the
organisation.

Total Involvement –
it is based on culture of continues improvement that everyone does in the same
organisation as everyone works to achieve the mission and vision of the
organisation.

·        
The managers always solve the problems
whenever any complaints arrived during the stay of the guest and for non
residential  too. The manager always
there to face the situation.

·        
The regular guest are provided with vouchers
and special offers on their special occasions.

·        
The housekeeping department at times doesn’t
change the flowers which they supposed to change twice in a week.

·        
In a hurry the housekeeping department
doesn’t change the bed sheets or duvet that 
is once again a bad practice.

·        
In business centre the employees used t leave
the place for sometime again which is not a good quality of service.

 

 

Recommendation

·        
The management wishes to be aware about these
situations and make the employees recognize approximately the first-rate of the
carrier.

·        
The front liners who always comes in guest
interaction they need to communicate with the guest properly to avoid the
misunderstandings.

·        
There should some training session to make
the employees ready for increase the confidence level.

 

MANAGING
PEOPLE

To the customer, he/she may see  employees as part of the service/product
provided by organisations (Mudie and Pirrie, 2006).

Managing
people is one of the most difficult jobs as the management needs to motivate,
train, lead, inspire them continuously. For a organisation their employees are
the most important asset because they only take care of the guest. As said by Steven R Covey that in organisation should
take care of their employees the way they take care of their guest.

The
organisation should value their employees because

·        
Employees are the brand face of the
organisation as the guest judge the organisation by the employees

·        
Employees are the one who deliver the service
to the guest and delight them and that makes the organisation different from
other organisation

·        
Employees are the one who comes in direct
interaction to the guest even before knowing about the organisation

·        
The customer considers the
employee to be an integral part of the product, service and organisation (Mudie
and Pierre, 2006)

·        
A employee’s behaviour that makes a customer
regular and loyal so the organisation should take care of their employees first

The 3 key factors to
control people in the organisation are-

·        
To hire the proper staff

·        
To authorize the people to work

·        
To encourage the personnel and assist to
create a positive mind set.

 

 

 

Ø  In
Zuri Whitefiled there were different training session to aware the employees
about the new trends, new service style what they can implement on their work
place

Ø  To
keep them motivated there were gaming place as recreation centre for employees
where they can play carom, chess, table tennis.

Ø  There
were once employee meets in a month to recognise the star employee f the month

Ø  There
were some events to engage the employee from their work

 

Recommendation

·        
The staff turn over is a main problem over
there. Without any professional degree people join the organisation that effect
the organisation so the HR should take trained people

·        
The salary is one of the major reason of
staff turn over as the work pressure is high but according to that the salary
is very low

·        
The ood and beverage staffs have to do extra
shift that makes the people tiring and de-motivated so HR should make the
schedule accordingly.

 

SERVICE
COMMUNICATION

Service Communication
is equally as important as othe things that is required to run a hotel
effectively. By service communication we mean to say that we are making the
customers aware about the hotel, with the help of communication we are not only
creating an awareness in the mind of customer, but we are also informing them about
the hotel services and the product. Now  communication can be done by many ways, such
as Advisement

Ø  On social
media

Ø  Conferences

Ø  Media

Ø  Mails

With
proper service communication the hotel can obviously expect to get a good
amount of business, which can help to improve the sells and revues. For that we
need to create the right communication mix which includes

Ø  Personal
selling media

Ø  Advertisement

Ø  Publicity
and public relation

Ø  Point
sells promotion

We should
also insure that we are providing the same service, with the same quality as we
have informed or promised to our customers otherwise it can result in a
negative publicity. So in the end we can say that service communication is
really important and useful, though it is costly but it is surely an effective
way to attract the business.  

 

Demand
and capacity management

Demand is a perishable element as it cannot
be reserve in an inventory for its use in future. If the demand is not met it
is gone forever

 

The causes of different  demand and capacity are:

·        
When demand is more, in this position the demand
exceeds the available capacity level; due to this the hotel fails to offer the
specified service to the customers and loses revenue and business finally.

·        
When demand exceeds the most efficient
capability to be had which gives service to the guest but causes a detoriation
in the level of service because of the crowded situation

·        
Te demand and suppy are equally balanced premiere
ability level. In this position the customers are delighted as the service is
provided nicely.

 

the
initiatives taken in hotel to equalise the demand and capability fluctuations
are-

·        
Hiring extra people on a contracted basis
during the busy period. In zuri whitefield they used to do Out dor catering
even lots of banquet events or that they need to hire extra workers so they
hire casual trainees to do the operation effectively.

·        
During the festive season when the  demand is high in the coffee shop there were
special buffet and needed more staffs to do the work so staffs from
housekeeping and front office used to come and help the food and beverage team
to work

·        
In karibu the coffee shop they used to keep
the maximum staffs during the breakfast which is the most busy time in a day
when inhouse guest come have their breakfast so the schedule made accordingly

·        
All the renovation, paintings should be done
during the lean season when demand is low because there won’t be too many guest
and crowd will be less so none will be disturbed

·        
When the demand is low the employees used to
get the holidays during that time

 

Recommendations

·        
When demand
is low they can introduced some special buffet spread with offeres to attract
the guest

·        
All the
spring cleaning and renovation can be done when the demand is low

 

 

Monitoring and evaluating the service

Monitoring
and Evaluating assists to the development of overall performance and success of
the organisation. Its purpose is to improvise the modern and future outputs,
outcomes and effect of the management.

evaluation
of the service will assist the organization to discover the customer complaints,
search for solutions and then remedy the trouble to be able to motive customer
delight.

The
five elements of SERVQUAL measurement to analysis the volume between the expectation
of the guest and perception of the service are:

1.    Tangible

2.    Reliability

3.    Responsiveness

4.    Assurance

5.    Empathy

The advantages
of customer satisfactions are:

·        
Customer will stay with the brand. They wi be
loyal to the organisation and will you the same organisation over others

·        
The organisation won’t be losing their
customers as their loyal customer will be with them

·        
Word of Mouth – is one of the great way to
promote the organisation so with a positive word of mouth new customer will
come to the organisation

·        
Eventually organisation can enlarge their
price and it won’t effect the loyal customer too.

 

Ø  Zuri
has won many awards for their great quality of service

Ø  The
reviews of the guest in different travel sites said it all

 

CONCLUSION

At the end of this report it is able to
concluded for a organisation the most important factor is it’s employees and
customer as they are the part of this operation. Organisation is where the
services are made and deliver it to the guest effectively and it makes the
guest satisfy as well as motivates the employees and by that the customer
becomes loyal to the organisation. As Bill gates said, that the unhappy
customers are the greatest source of learning which is true because when a customer
complains then only the hotel comes to knw about their weakness and they get
the chance to solve it. Service excellence is very important thing in a
organisation. It is so lot extra than customer service and a tag line.

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