Reference no: EM132593601 , Length: word count:2000

SDM404 Service and Design Management - Laureate International Universities

Assessment - Service Quality Evaluation and Analysis of Service Management Strategies

Learning Outcome 1: Develop an understanding of the role and nature of service in the service economy and the hotel industry

Learning Outcome 2: Examine key issues concerning the management and measurement of service quality and customer satisfaction

Learning Outcome 3: Critically explore the role of frontline service providers' service behaviour with respect to service delivery, service failure and service recovery

The assessment task is to develop the critical thinking and application skills to a given case scenario using a prescribed business model or analytical framework to resolve service encounter issues. The task requires you to critically evaluate service quality and analyse the service management strategies of the Brougton Lodge in the form of an academic report.

To complete the task, you will be required to apply your theoretical knowledge to the hypothetical hotel.

Instructions for The Task:
You are the newly appointed service design consultant who is given the first task of producing a report that reviews its current service quality standards and the effectiveness of management strategies implemented to achieve those standards. To do this, you need to be methodic and meticulous in your approach to produce the results of the hotel's current performance. You are also expected provide recommendations on what strategies to keep and which strategies that require modification. You are to base your report on findings from the appended feedback collated from the annual customer and employee surveys (File Attachments 1 and 2).
In your report, your task is to undertake the following:

1. Evaluate the key service quality dimensions demonstrated at the hotel;

2. Identify and then analyse existing service management strategies;

3. Recommend modification or replacement of current strategies for improvement of customer service and experience.
You are to ensure that each of the above task component is well linked to the case study and strongly backed by evidential support (theory, model or cases from journal sources).
The structure of the report should be as follows:
• Executive Summary
• Table of Contents
• Introduction
• Evaluation of Key Service Quality Dimensions
• Identification and Analysis of Existing Service Management Strategies
• Conclusion
• Recommendations
• Reference List
Students will be assessed according to:
• Criteria set in the learning rubric
• Demonstration of critical thinking and application of theories, conceptual models and academic literature with relevance and accuracy
• Referencing skills and meeting the minimum requirement for academic references

Case Scenario for Assessment 1:

Broughton Lodge has approached your service design firm to critically assess the areas that need improvement of quality service so that it can better satisfy hotel guests. The Lodge is going through its third year of operation but with increasing competition, is losing market share of business and leisure customers. The Lodge's Executive Team has implemented a number of strategies to enhance quality in its service delivery but experienced limited success to achieve desired outcomes. Customers are evolving and becoming more demanding in the types and quality of services on offer.

Located in the outer fringe of the city's CBD, the 100-room Lodge is well served by the public transport network. It also offers courtesy cars for transfers between the hotel and the the airport. The Lodge is a favourite of transient business and groups on weekdays with strong bookings by leisure groups, especially the family market on the weekends. It has a capacity for 300 in its main function room which is divisible into two meeting rooms; a 50-seater restaurant with adjoining café, a poolside bar and a fitness club. Unfortunately it does not have a dedicated business centre and is currently using part of its executive office to meet the guest's requests. Its Executive Team comprises of the General Manager, Director of Marketing, Revenue Manager, Director of Retail/Other Operations, Director of Food & Beverage and Director of Rooms.

Attachment:- Service and Design Management.rar