Customer Service Quality To Gain Customer Satisfaction Tourism Essay

client Service look To Gain guest propitiation Tourism EssayThis study investigated the node utility fictitious character to urinate guest satisfaction of Travelodge Covent Garden. As per I grapple, this is the first student interrogation ground on guest expediency tone to gain node satisfaction at the Travelodge capital of the United Kingdom in Covent Garden. This study was to examine client armed emolument part of hotel, Impact of node assist eccentric to gain customer satisfaction, grandeur of customer assistant policy and importance of employee training to modify customer inspection and repair tone of voice.A capitulumnaire was circulated in electronic form to 250 customers those who stayed at Travelodge Covent Garden hotel from April to September 2010. plainly one fifth (50) of the entirety customers were the actual respondents .09 employee of Travelodge Convent Garden were involved in this look. That means 59 completed questionnaires were lay in. The respondent customers of Travelodge Covent Garden capital of the United Kingdom, provided teaching of their attend, customer advantage timberland, degree of customer satisfaction, worst thing that behind non satisfy customer, wherefore they choose this hotel and their opinion active the employee of this hotel. The respondent employees provided instruction how they amend their customer servicing feel and how they propel their customer to go far to this hotel.The picture of this study was not straight- forward some differences which were quite different than unwashed supposition were experience out come in. The study erect that customers were expected to possess uplifted gauge of customer returns provided by hotel staff. From this study it could be said that that customer run quality of this hotel is well-behaved barely their way of life assist quality fail to get customer satisfaction.Based on these purposes, some recommendation had been pinched. It was recommended if product line requisite to get militant in todays global market personate they should concern ab verboten their customer go policy by providing training to their employees, as re look bases that hardly trained employee mess provide part service to their guests. Customer service manager should concern that their customer will get interrupt customer service and at the same time standard room.1.0- IntroductionThe main aim of this study is to get over the tint of customer service quality to gain customer satisfaction of Travelodge Covent Garden.With so lotstimes aspiration in todays global economy, customer service is necessary for some(prenominal) pipeline. In todays increasingly war resembling hospitality sector, ein truth cheek marketing strategies and tactics is to make profit and contribute to the growth of organization. Customer service quality is a comprehensive issue that effects all organization. Does not matter how big or small the orga nization is or what is their interest. Todays business realism, not necessarily hospitality organization, all organization ar interested in evaluating and implementing marketing strategies that aim to mitigate customer service quality to gain customer satisfaction which will financial aid them to be differentiate from some other(a). Customer service is a kind of service which involves a series of work intentional to get customer satisfaction. It is one of the most important elements of the marketing mix for products and function. To stay in the competitive market organizations have to consider that customers atomic design 18 not provided interested for product or service but too have some concern of how they be get it. Customers ar more educated, more aware rough their money. Their expectation of the organizations and the forelandel they buy from is much spiriteder, they privation better customer service. Customer service provides an income for the business, it excessively provides feedback, which evoke help the organization to improve service delivery on products, improve customer service bring up to date marketing, coming back and transference equipments. In this assignment my problem statement is Does customer service quality play a vital role in order to gain customer satisfaction at Travelodge Covent Garden, London?Quality service is the key to a successful hotel business. When customers get better services from a hotel they become commodious and want to come back at the same hotel when they requisite. A satisfied customer will often be a repetition customer. Also that customer may tell other people and referred them in the same hotel where they get expectant service, which is one of the cheapest effective advertising for that particular hotel.Travelodge Covent Garden is one of the sterling(prenominal) budget hotel situated in the heart of London. With Travelodge, consumers can expect an easy, calm, stress-free experience and reliable standards of quality and service. Travelodge provides them the beat out budget hotel which has the spatiality of good customer service and room quality.1.2- Research questionThis study is make up ones mind up to answer the following research questions1. What is the definition of customer service?2. Discuss the importance of having great customer service in hotel.3. What are the most important principles of great customer service?4. How to improve customer service in hotel?5. How customer service framings liegety and profit?6. Why hospitality organization such as Travelodge Convent Garden should assess the success of their customer service policy and how this organization can use this to improve the provision of staff training and development.7. What are the disadvantages of negative customer service?1.3- importee1. Customer service is a service which principally helps an industry to keep a deep intellect with customers and manage their customers information to unders tand what is the need and want of their customers.2. This project will help an industry to improve their customer service. Customer service can make or break a business.3. This proposed study has also vital significance for evolution of theories of customer service which would help hotel organizations to adopt effective marketing strategy.4. This research is beneficial to get some terra firma of having a good customer service policy in business.5. This research has managerial implication, as managers can get advantage and have better understanding of their customers.6. It provides that high quality of customer service create true customers which are beneficial for the prospective of hotel.7. Apart from the preceding(prenominal) mentioned significance, this research will give me a chance to explore my ideas and views, as a post alumnus diploma in hospitality and tourism student which will help me to gain knowledge for my future profession.1.4- Research Objectives/Goals/AimsThe o bjectives of this study are to examine customer service management as a competitive advantage for hotel business. The research aim and objectives explored in this study are1. To help the hotel to rise their competition.2. To reassessment literature on customer service and its effectiveness.3. To get loyal customers and to build good reputation and image of hotel.4. To approximate competitive advantage of Customer service. Customer service is as important as product quality of hotel.5. To examine whether hotel business adopts customer service management as a tool to keep customer longer to increase revenue.1.5 good implicationsEthical insinuation in a research is principally to stand out the research in a moral and responsible way. As a researcher I must discover a reasonable way of what methodological theory recommends and what is ethical possible from practical viewpoint.As a researcher it was always attempted to continuance objectivity by making certain(a) all selective inf ormation were collected accurately fully. Some ethical issues I took into consideration area. Ethical treatment of participantsI knowing my peck questionnaire in such a method that respondents do not suffer discomfort, awkwardness or loss of privacy. In order to protect the respondents I clarified the respondents about the benefits of this research and the participants rights and protection.b. Anonymity and ConfidentialityI offered complete anonymity and privacy to all participants in my research. During the time of my survey questionnaire I neer asked name, address or any personal information which might recognize the peculiar(prenominal) person. All selective information which I collect kept confidential and utilize for only research purpose.1.6 theory honorable customer service can help this particular hotel to beat the competitors amongst the hotels. In todays world market it is as important as product quality of hotel. It can make or can break.By providing great customer service quality a particular hotel can get repeat customer or loyal customer which is helpful to save money that might be pass on advertising. Repeat business and word of mouth advertising are the lift out ways of maintaining a healthy business.2.0 Literature reviewReviewing literature is essential for assignment. It can critically form the foundation on which research is built. According to Jankowicz (cited in Saunders, M.et al.2007) literature review is a review which is written for project plow should therefore be a narrative and critical analysis what other authors have written. This literature review will introduce the concepts of customer service, importance of customer service, and development of customer service which can help a hotel organization to gain customer satisfaction and to be profitable in competitive hotel business.2.1Definition of-customer serviceMany researchers have difined customer service quality in different ways. Customer service is the engagement ofse rvicetocustomers before, during and afterwards a purchase. According to Jamier, L. Scott. (2002),Customer service is a progression of actions designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation. The defyRules to hold and Laws to Follow is written by Don Peppers and Martha Rogers, Ph.D. in 2008.In this book they write that customer never forget the services that they get from an organization. Sometime their trust can be destroyed when they do not get proper service quality or it can be destabilized one day at a time, with a thousand small demonstrations of incompetence.In todays hyper-competitive business environment, Customer service quality is a significant factor that helps in differentiating service products. According to various literatures, satisfaction of customer is obtained with the escape of high quality service and products. Now consumer are more educated, better informed, more value con scious and withd stark(a) more for their money. Their expectations of the companies and the people they buy from are much higher. In short, they want better customer service.2.2 Importance of Customer Service qualityMarquardt (1989) points out that Customer service quality improvement becomes the most priceless fact in the service industry .This service quality can improve productivity, decrease the cost, build customer satisfaction and increase profit for organization. This is one of the greatest keys for the success of a business. It can literally make or break business. In business, if anyone wants to generate profits by selling their products and services to people who need and want to buy. Customers want to know how the organisation or hotel industry can make their lives better or easier or how the organisation can relieve them of their pain.Customer service is the most important campaign in todays hospitality industry. Many researchers(Olsen2002kang,Nobuyuki and Herbert,200 4soderlund and Ohman,2005) stated that good customer service quality have been agree to customer behavioural intentions like purchase and loyalty intention, willingness to spread word of mouth.Those customers who experience good customer service from a hotel are likely to return to this hotel and even spend more money at other attractions in the area.Jones and Farquhar (2003) told that good customer service quality make an impact to gain loyal customer. Bolton (1998) pointed out service quality manipulates customers consequent behaviour, intentions and preferences. When a customer chooses a contributor that provides service quality that meets or exceeds his or her expectations, he or she is more likely to choose the same provider again. Besides, Cronin and Taylor (1994) also found that service quality has a significant effect on repurchase intentions. Good customer service helps to increase business. People or customers who leave the hotel which provide them good customer service a re likely to tell theirfriendsabout the good time they have and also tell their friends and family what type of services they have got. In return, their friends and family will also come to the same hotel, building a growing customer base.Thats why its essential to be consistent in providing excellent customer service, quality food and an inviting or friendly atmosphere.2.3 Importance of customer service policyHaving customer service policy is important for any hospitality and tourism business. It is a structure that describes the companys doctrine of doing business. Many researchers are pointed out some reason of having good customer service policy1. Good customer service policy helps to increase the grime name of a hotel. It pushes the brands name of any companys into customer mind. It shows a very positive attitude of customers towards the hotel or company.2. This policy helps company to get more profit continuously which help to amplify revenue.3. It helps to adjust and acclima tise employees principles and approach in accordance to company service policies.4. Good customer service policy can feel up whatever consumer want, so consumers spend more for getting these services.5. It helps to get good competitive advantage which is helpful to maintain companys position up to date and marketable.6. Repetition of customer is achieved by a good customer service policy.Customer service policy is a fundamental factor which must be maintained a very standard level especially in hospitality sector in order to achieve target market.Advertising is essential in growing and maintaining a profitable hotel business. Good customer service helps to increasing advertisement for a hotel. Guests expect high-quality service. Lunchars (1996) said the results of a 1990 survey of gathering participants revealed that eight of the top ten factors rated most important for guest satisfaction were related to service quality rather than to the quality of facilities. While the leisure an d business markets will undoubtedly have different limited demands for facilities, fulfilling guest expectations for quality service will be necessary for success across all market segments.On the other hand Poor customer service can wreck the reputation of a hotel, restaurant. People will talk over the Internet or by word of mouth and after getting poor service people will not visit this hotel. Customers are not only external but also internal as well.Some researchers noticed that a person who has experience poor customer service from a restaurant will most likely share their good-for-naught experience with an average of 10 other people. Those 10 people are extremely like to pass it on again, and after that a huge wave of negative publicity has grown. It is revealed that 80% of all hotel complaints are related to poor service not for poor products and quarter of those surveyed pointed out they would not ever return to this hotel where they received poor service.These following policy are essential to provide good customer service quality in hotel1. A general early check in or late deterrent dish is maintained.2. Customer can cancel or adjust their modesty if required. Any cancellation can be with and with with(p) in respect to the type of reservation do.3. Special needs can be made in request area when customer information is confirmed as a part of online reservation process.By following these basic rules in maintaining good customer service, company build a blood with their guests, a relationship that helps their business grow and prosper.2.4 Conclusion of literature reviewAlthough many researchers have been make so far on common information of customer service and many theories have been expound by researchers but only a few studies have been provided on explaining the effect of customer service in particular hotel. To make a better position in hotel business, increasing profit and getting a brand name at Travelodge London in Covent Garden it is needed to be researched or studied further on various aspects. in that respect is no complete research have been done till now specially impacts of customer service in Travelodge hotel. A fastest budget hotel like Travelodge in Covent Garden in London is situated in tourist attracted place. Many types of tourist come here and enjoy holiday. So it can be said that this area could be the best place to carry out this research.3.0. Research MethodologyAccording to Kumar, R. (2005) research methodology is one technique of finding answer to such questions. There are ii major types of selective information collection methods for this analysis inessential information collection methods and primary info collection methods. Both information collection methodologies have been used in this research.3.1 Secondary data collectionSecondary data are those types of data which are existed and has already been examined by an academic. Saunders, M.et al. (2007) said that literature sources are divided in to three categories primary like e turn on, state etc secondary like newspapers, books, journal etc and tertiary are those like encyclopaedia, index etc. In this research all data were collected through the library of London Victoria College, British library, Internet search engines, commercial bibliographic database and dictionaries.3.2 Primary data collectionIt is raw data. This data may be collected by survey ground on questionnaire or interviews. Survey based questionnaire provide quantitative data on the other hand interviews provide qualitative data. Guba Linchon (1994) said, Both qualitative and quantitative method may be used appropriately with any research paradigm (cited in Saunders, M. et al.2007,pp.100). Both two types of data collection method were used in this research.3.2.1 Questionnaire SurveyA self-administered internet arbitrated questionnaire was throwned to collect raw data. A semi-structured questionnaire has been prepared and given to about 250 customers whose had stayed Travelodge Covent Garden hotel at least one night in the previous six months. I am contacted those customer by e-mail as my friend who is the customer complaint manager in this hotel. After explaining him that I am doing this research for my study and it is not stabbing for the organisation rather than from this research, organization can be benefited. Then he helps me to get those customer mail address.Questionnaire question was closed format questions as respondent (customer) can quickly and easily answer the questions. The questionnaire consisted two sections First section was designed to explore the demographic data of respondent like age, gender placement (tourist or local consumer) etc .Second section of questionnaire identified the impact of customer service quality to gain customer satisfaction. This questionnaire took 5-10 minutes to fill up. Different methods were used for every part of the questionnaire. For example, the questionnaire asked co nsumer to signify the quality of customer service in this hotel, using Liker rating scale (very good= 4, satisfactory= 3, poor= 2, very poor= 1). There were some exonerated ended question are also attached with closed format question like If you have responded others please specify and also give them (respondent) an opportunity to express their own idea.3.2.2 audienceAn interview strategy has been carried out to collect qualitative data which is connected with philosophically phenomenological. According to Kvale, S. (1996) soft Interviews also depend very much on the connection between interviewer and interviewees in developing the open dialogue which can allow a joint construction of considerate in the interview. This technique was utilize when the interview was conducted to the H.R manager and Guest complaint manager and some other employee of Travelodge Covent Garden hotel. The interview was conducted through face to face conversation.3.3 Data AnalysisData analyses are two typ es, quantitative and qualitative data analysis.3.3.1 duodecimal data analysisTable, graph chart, pie chart has principally used to analyse quantitative data. Quantitative data refers to numerical data which has been given in pctage form for better understanding. Saunders et al. 2007 pointed that Quantitative data is supported on meanings derived from numbers and data collection marks in numerical outcomes and analysis conducted through the use of diagrams and statistics.3.3.2 Qualitative data analysisIt is a data analysis process which refers to all nonnumeric data that have not been quantified and this process allow us to develop theory from data. Saunders et al. (2007) argued that qualitative data is based on meanings articulated through words and collection results in non-standardized data requiring classification into categories and study conducted through the use of conceptualization.4. FindingQuestionnaire was given to 250 customers and it was circulated on August to Septembe r 2010. 50 of the total respondents were customers and 09 people were employee of Travelodge London Convent Garden. That means 59 completed questionnaires were collected. This Questionnaire was designed to get information from respondents that customer service quality makes an impact and help to gain customer satisfaction in Travelodge Covent Garden, London. In this questionnaire three sections were designed, First section was designed to explore the demographic data, second section of questionnaire identified the information of customers visit and third section designed to identify the impact of customer service quality to gain customer satisfaction.4.1 Demographic CharacteristicsDemographic data which provide respondents age, gender, status etcTable-1 Age of respondentsAge(years)Number of respondentsPercentage (%)21-30214231-40173441-50122450+Total50100This figure shows that biggest numbers of respondents were aged 21-30 the second biggest multitude of respondents were aged 31-40 , that means large numbers of respondents were aged between the ages of 21-40 (Table-1).Figure-1 GenderThis figure shows that 30 out of 50, which means 60 percent were male and 20 out of 50 means 40 percent were female.Figure-2 Customer statusFigure II, it shows that most of the guest who came in Travelodge London Covent Garden were holiday maker, out of the total 50 respondents 70 percent were holiday maker and the other 30 percent were business customer.4.2 Information-customers VisitThis section of the questionnaire were designed to get information of customer service quality of Travelodge London in Covent garden and also identify the level of satisfaction of those customers who came in this hotel.Figure 3 Frequency of visit to the Travelodge London Covent Garden.Respondents were asked how many times they were visited in this hotel. This figure shows that 16 percent of customer visited in this hotel very often and 34 percent were visited often, 38 percent sometimes and 12 percent seldom, that means most of the customer came here sometimes and often ( Once in a year and once in spite of appearance six months).Figure-4 Planning to stay at this hotel.Respondent were asked how many time they were stayed in this hotel. This figure showed that the biggest number of customer was stayed here 3-5 days. The second largest number of respondent (24 percent) indicated that they wanted to stay here 2-3 days and 20 percent agreed to stay for a single night.Figure- 5 Main reason to visit in this hotelFigure- 5 showed that 42 percent guest visited here with friends and relatives, 16 percent came here for rest and relaxation, 14 percent came for business reason, 22 percent came for fun , sports and recreation. Only 6% came for attending conference, seminar and other forms of educations.4.3 Customer service quality in Travelodge Covent GardenMajority of guest expressed their satisfaction with the overall customer service quality of Travelodge Covent Garden but they were less satisfied with the quality of the room.In Figure- 6, Respondents were asked how the customer service quality of Travelodge Covent Garden London, figure shows that Majority of customer were satisfied about the customer service quality f this hotel. As shown in this figure 46% respondents were satisfied, 14% respondents said that the customer service quality of this hotel was good and 4% said it was very good.24% commented that it was poor and 12% said it was very poor. Adding three points(very good, good and satisfactory) of measuring scale it could be said that 64% commented positive attitude towards the customer service quality of Travelodge Covent Garden and 36 percent showed negative attitude towards the customer service quality of this hotel.As found Figure-7, it was apparent that the staffs in this hotel are friendly towards their guest. Largest number of respondents (52 percent) were agree that their staffs friendliness.22 percent said they were disagree and 12 percent commen ted that they were strongly disagree.Figure-6 customer service quality which is offered by Travelodge London Covent Garden.Figure-7 Staffs in this hotel is friendly towards the guest.Figure-8 elbow room quality of Travelodge Covent GardenAs per figure-8, it was showed that the guest of Travelodge Covent Garden did not think that room quality of this hotel is satisfactory. Only 4 percent said it was good.42 percent respondents said that it was satisfactory while largest number of guest (38%+16%=54%) said that was unsatisfactorily (poor and very poor)Figure-9 Worst reason that cannot satisfy customerFigure show that most of the customers (70 percent) think that service quality is the main reasons to gain customer satisfaction on the other hand 30 percent think that quality of product is main reason.*Motivate customer to come again and again.This question was asked to customer service manager, guest complaint manager, kind resource manager and staffs to know how they are satisfying t heir customers. First of all they are attracting their customers by their web sites which provide all information about their hotel. They offer lowest price with great customer service quality, clean and comfortable entourage and do everything which is needed for a good nights sleep. Travelodge do things differently to other hotel companies for attracting more customers.*Any end to improve customer service system and room quality?This question was asked to the customer service manager, human resource manager to know about their customer service improving plan and improving about room quality. They inform that they are trying to overcome this problem. Already their company has taken some plan to develop their room quality and customer service system. They also said that by this time customers complain rates decreased significantly. They consider that customer service quality and room quality are piecemeal increasing and get customer satisfaction as their customers complaints are de creasing.5.0 Recommendation and ConclusionIt is recommended that customer service is an important factor for a hotel to gain satisfied customer and this customer will be loyal customer. Business can be gain more profit by this loyal customer and customer service help to make relationship with customer.Training is fundamental for improving customer service. Training process help employee how to check in ,how to check out, how the reservation system work, how the equipment work ,how to provide better service to customer and how to deal customer nicely .Smile and eye contact is essential for good customer service.Employee of Travelodge London in Convent Garden must need to provide their customers requirements. Today customer not only want better product they also want services, If company failed to provide better service to their client. In this facial expression they not only lose their customer who get their service but also lose their other customer because of bad reputation .So th at company have to concern that the service provided by them is superior to make their customers to be loyal.The study discovered that company website is an important element to provide better service to their customer. For providing best customer service company should use website. In this website customer can get all kinds of service and idea about this hotel.From this research, It can be said that customer service quality help to get brand name.The study showed that the room service quality of Travelodge Covent Garden failed to satisfy their customers expectation. So it could be suggested that if they want more customer they should concern their room service quality.Frome this study it is finding that customer service quality had effective relationship with customer satisfaction. Customer service quality of hotel had positive relationship with guest but room quality revealed an unsuspected result of a negative relation with consumer. It was discovered that room quality was not go od but guests expectation was high.Finally, it could be said that further research is still needed to justify the outcome of this research. The research issue may have been correspondent but the situation in all the research may be different including this research. Further researchers are welcomed to conduct a similar research as this in the identical content.6.0 References1. Saunders, M. et al (2007)Research methods for Business students.4th edition, Essex, UK Person Education.2. Peppers, Don et al (2008)Rules to Break and Laws to Follow Wiley. pp.24, 1643. Marquardt, I. A. (1989) The link between Total Quality Improvement and Market Orientation in Guiry M. and customer service The Critical Focas for a Firm, Cambridge, Massachusetts Marketing Science Institute Conference.4. Olsen, S.O. (2002) Competative Evaluation and the Relationship between Quality, Satisfaction and repurchase Loyalty. Academy of Marketing Science, 30(3), 240-249.5. Kang, S. S. Nobuyuki, O. et al (2004)Service quality and its Effects on Customer Satisfaction and Customer Behavioural Intention Hotel and Ryokan Guest in Japan. Asia Pacific Journal of tourism Research, 9(2), 189-203.6. Jones, H. Farquhar, J. D. (2003) Contact solicitude and Customer Loyalty Journal of Financial Services Marketing, 8(1), 71-78.7. Bolton, R. N. (1998) A Dynamic model of the Duration of