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3. What methods should the hotel use to evaluate their current service in order to provide a better service to the customer?

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Introduction

3. What methods should the hotel use to evaluate their current service in order to provide a better service to the customer? It is quite difficult to measure the quality of a service, because the satisfaction of the customer depends on many intangible factors and psychological features. The principal methods to evaluate services are: SERVQUAL, Gap Analysis, Tolerance zone and Walking Audits. We are going to explain this methods and study if we could apply them to the hotel. * SERVQUAL It is a multiple-item scale named SERVQUAL, which measures the five dimensions of service quality.9 The dimensions are: - Reliability. - Responsiveness. - Assurance. ...read more.

Middle

The information is collected through a questionnaire which the company sends or facilitates to their customers, so they can receive the expected feedback. GAP 1 appears when the Management doesn't understand how their customers formulate their expectations, based on a number of sources: experiences with the company and its competitors, personal needs, advertising and the communication with friends. GAP 2 result when the Manager isn't able to fix target levels of the service quality of the company. GAP 3 is known as the service performance gap, due to that the delivery of the service is not the expected by the Management. GAP 4 is the discrepancy between service delivery and external communications in the form of exaggerated promises and lack of information provided to contact ...read more.

Conclusion

So the tolerance zone is the segment the customer can tolerate until he consider that the service is worthless and which is the excellence level. * Walking Audits This is the last method to evaluate service. It uses the concept that the customer is part of the service process, so by identifying and analysing the observations the consumer has while we are offering the service. Due to this method we can know and improve the uncovered problems of the service process. It is also used to evaluate the Third Gap, which was mentioned above. 9 Fitzsimmons+Fitzsimmons, 2001. Service Management, Operation Strategy and Technology Strategy. McGraw Hill, p.48 10 idem, p.48-49 11 6 Fitzsimmons+Fitzsimmons, 2001. Service Management, Operation Strategy and Technology Strategy. McGraw Hill, p.45-47 ...read more.

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