Strategic Service Management In The Hospitality Sector

Task

Strategic plans are maneuver designed in order to maximize long run objectives. Thus strategic Hospitality Management is neither concerned with outsourcing the products and services produced in its industry nor to consolidate the market. Strategizing the service management in the hospitality sector is a major issue of concern due to its growing market demand, prevalence of new technological inventions and managerial innovations (Hertzman et al., 2015).  The study pioneer the essentiality for strategizing managerial initiatives in the hospitality sector along with reflecting its scope of the sector in future.

Customer satisfaction is affected by different factors related to providence of services in the hospitality sector. Factors like utility that customer obtains from the services that are provided to them, the quality of staff training, online reviews, overall feedbacks, etc. helps in acquiring peer advantages in the competitive industry. The importance of the study is to identify the nature of impact of all these factors upon the quality of the services provided to consumers at a hospitality location.

The aim of the study can be incorporated as follows:

Determining a brief literature & identifying the gap in literature based on the prevailing context related to the factors that are the determinants of the quality of service management in the hospitality sector.

To determine the best possible measures that will increase the service quality levels and practice efficient service management in the hospitality sector

The study endeavors to fulfil the existing gap in the literature pertaining to the factors that determines the quality of services in the hospitality sector. This is due to the reason that there is necessity of understanding the relationship between the factors that influence hospitality sector and the extent of impact that those factors renders upon the quality of service management in hospitality sector. This gap needs to be evaluated in order to estimate the performance of the hospitality sector and ensure improvement in it.

The research question can be incorporated based on the research objectives as follows:

What are the factors that affects service management & to assess the gaps in the literature related to the influential factors in the hospitality industry?

What are the determinants of service quality in the hospitality sector?

Positivism is the research approach that is been used in the research. The study collected primary data with the help of conduction of interviews which are qualitative in nature. Moreover, the data are being examined and findings are incorporated using qualitative research techniques. Interview is being conducted in order to obtain a qualitative estimate of the apprentice’s perspective and incorporate the raw data in the research findings after further analysis.

Analyzing Secondary Data and Providing Recommendations

The segment of hospitality industry interests with all form of industry that requires human being to be hospitable towards each other (Nieves & Segarra-Ciprés, 2015). Hence, the sphere that hospitality sector encompasses is very large. Strategizing managerial initiatives in the hospitality industry hence possess wider range of characteristics. Service management in hospitality industry comprises of many dimensions which can be reflected as follows:

In accordance with Zeithaml, Parasuraman and Berry, there are five crucial aspects of service management that is inclusive of reliability, empathy, assurance. Tangibles and responsiveness. These factors are important determinants of enhancing the customer loyalty and ensure providence of optimal quality services and effective service management endeavors.

Reliability –The service providers of the hospitality industry are able to render satisfactory customer services only if they are able to anticipate customer needs and service them accordingly. The increasing level of technological applicability as well as presence of variety of services proportionately increases the interest and wants of the customers. The dependability of the customers gets raised if and only if their trust gets enhanced based on optimization of the utility that the customers obtains by consumption of the services rendered to them by the hospitality sector. Hence, it is essential to be cautious will rendering services to the customers and the objective should be to ensure that the customers are regularly getting satisfied with the services that they are obtaining which is the factor input to raise the reliability of the customers upon the hospitality sector.

Tangibles – The communicating materials, equipment, personnel, physical facilities that are being rendered to the customers by the service providers are the tangibles commodities and services. Notably, this includes the demographic position of the hotels, the quality of the buildings, the room ambience, the decorum and service personnel employed for serving the customers, etc. are the crucial determinants of services in the hospitality sector.

Responsiveness – Responsive and prompt services if be rendered by the services then it will ensure quality satisfaction of the existing potential clients and will willingly attract more prospective consumers.

Assurance – The service providers of the hospitality sectors needs to employ knowledgeable employees in this segment who are simultaneously confident, cordial as well as trustworthy followed by committed to their responsibilities. This will provide assurance to the consumers as well as will enhance their service quality levels due to the fact that the customers will be able to rely on the services and commodities provided to them.

Service Management and Strategic Planning in Hospitality

Empathy – In is important that individual attention should be given to each and every customers due to the reason that this will make the customer feel that they are caring and concerned about the customers significantly. Notably, event oriented service management like when a customer visits the hotels to celebrate a particular occasion or takes food after long voyages, etc. should be accompanied by appropriateness in terms of the quality of services.

Based on the quality of service management it is important is evaluate the prospective of the research that is related to the endeavor of understanding the theoretical base of the research. Accordingly it can be seen that the service management is related to all the aspects of assurance, responsiveness, empathy, reliability, etc. If there exist assurance that the staffs of the firm are knowledgeable then the service that are rendered by them will be credible to the customers that are served with the services. Hence, assurance it is an important aspect of concern on this respect. Empathy relates itself with the aspect of service management in the hospitality sector based on the fact that there is always requirement for rendering individual attention to the customers by anticipating their needs and responding them back in terms of providence of fulfilling their demands. Tangibles are the factors that relates to the fact that whether the decorum of the hotels are able to satisfy the customers or not. The physical equipment that are being rendered to them in the form of services needs to be assessed in terms of their ability to deliver quality services to them. Responsiveness on the other hand gives a suitable measure regarding the parametric factors that determines the extent of the quality of services in the hospitality sector that is able to satisfy the customers and maximize their utility. Hence all this factors is related to the aspect of service management and is responsible in influencing the aspects of health and safety, customer satisfaction, service deliverance and other factors that determines the service management as a whole.

The literature review helps in identifying the area of research that is being incorporated in the study followed by delving into the aspect of service quality management in the hospitality section. Notably, important journals, online reviews, journals, articles, books, Google scholar and college library resources are being examined in order to delve into the issue even further which can be incorporated as follows:

Factors Affecting Customer Satisfaction in Hospitality

As per Abrate & Viglia, (2016) the aspect of strategic management in the segment of the hospitality industry is of crucial need as it is facing several challenges to cope  up with the industrial changes. The major issue is faced regarding restricting staff turnover and enhancing employee retention. This kind of credible relationship within the employee hierarchy helps to create a strong bonding within the employees and the organization followed by injecting trust and understanding within all the stakeholders. Another managerial issue that is being faced encompasses the seasonality of the hospitality industry based on their demographic condition or point of interest of the target consumer base. The literature reveals the fact that there exist necessity of strategizing the hospitality industry to channelize the barriers faced due to employee turnover as well as seasonality in this industry.

As per Adeyinka-Ojo, (2018) currently there is prevalence of technological aspects that are a matter of concern in case of the hospitality industry. Notably, this comprises of the need of technologically advanced information technology management system as well as the existence of continuous innovation within the market. The aspect that is being put forth here reflects the essentiality of creating a successful information technology management system that will not only track significant information about the consumers but also will maintain the trivial details of the consumers of the hospitality sector which will impress the customers effectively. When the potential consumers as well as prospective clients will notice that the hospitality sector is not doing only business but are giving their focus more on valuing hospitality of them even by taking care of the simple issues of the clients which even they forgets This will impress them followed by gaining trust and respect from their clients. From managerial prospective it can be said that the customers will feel the inner zeal to keep themselves allied with the hospitality sector. Thus the literature put forth the aspect that effective information technology management system is essential to inject a new approach towards enhancing customer satisfaction and drawing a better impression in terms of earning goodwill from the target consumers as well as to cope up with the ongoing trend of continuous innovation in the market.

As per Buhalis & Leung, (2018) it is important that the sector should be accompanied by housekeeping effectiveness and functional advancement specifically in the hospitality sector. In order to do so it is important that the high health management should be mitigated. Usage of effective managerial initiatives is another way to compensate the difficulties that the hospitality sector is facing due to its customer satisfaction due to hygienic food crisis. Hospitality sector needs lots of resources in order to perform at its fullest and execute its objectives of satisfied its potential consumers and acquire prospective clients. Strategizing the housekeeping functionality the opportunity to allocate image and liquid high cost of equipment and labor that are used for health friendly foods.

Objectives of the Study

As per Evans, (2015) the major aspect of concern in the hospitality sector is the managerial issues mix existing high rate of staff turnover seasonality that is prevalent in the hospitality industry. Notably, due to heterogeneity in demographic region and varied tourist interest the hospitality sector doesn’t always have the equal footfall throughout the year. It is found that there is seasonality within the hospitality sector and hence managerial initiatives are essential to generate moderate level of specifically in off-season rather than in pick season. It is important to note that high rate of staff turnover is not at all a sign of managerial effectiveness rather it is the fact that the bonding and credibility within the organizational culture in the hospitality sector is not stable enough. In order to employee retention and talk with disability that exist in the hospitality industry it is important to implement managerial leadership that will enhance the quality of services and the world performance level of the hospitality sector in the long run. Hence, the literature reveals the fact that efficient managerial initiatives are necessary to increase the retention of skilled workforce and minimize the seasonality of the hospitality sector.

The literature review incorporates many aspect of concern related to the service management in hospitality sector. Customer support is among them. The safety and security of the people who enjoys the hospitality will also prefer to feel safe and secure within the industry whose services they consume. Moe precisely to emphasize this issue it can be said that the objective of the hospitality sector is not only to provide hospitality to the end consumers but also to ensure that the safety and security of the consumers are not getting compromised at any cost. Notably, this should prevail in the hospitality industry irrespective of the fact that it be aviation, tourism, resorts or normal travelling industry, etc. In the growing stage of terrorism, rape, acid attacks and many other ways of victimization and oppression it is essential that the industry can earn full trust and credibility from there respect customers in terms of safety and security issues. Along with this effective customer support should be provided throughout the day to the customers to raise the level of customer satisfaction. The reflex time should be very less to customer queries and alternative marketing initiatives should always be kept activated so that if one fails other service should response back to the customers who are in the need or requirement of customer support. Thus the literature highlight the fact that various countries as well as the hospitality industry on a large scale is getting confronted with security challenges and only efficient customer support followed by mas awareness generation and facilitation programs can eradicate such issues and enhance the quality of hospitality services. The hospitality industry is also running through the phase where it is facing financial issues. In order to eradicate the financial anomalies it is important to nullify the  challenges as well as the height of access that is being faced by the hospitality sector after implementation of new taxation schemes over the services rendered to the customers specifically in the foods and beverages that are being rendered to them. It is importantly incorporated that this things that may raise the customer dissatisfaction should be highly avoided. It is true that the problem that was previously arising due to multiplicity of taxes is reduced however the high value of tax in the hospitality sector is constraining it from achieving significance level of income and generate higher revenue as well as profit. It is being reflected literature that financial issues can only get mitigated if channelization of the fundamental cost system is used as well as opportunities are provided and budgets are prepared and optimal allocation of funds are maintained.

Research Questions and Approach

The methodology of the research comprises of the protocols and approaches that are being made in order to accomplish the research objectives.

Research Methodology

The research method that is being adopted in the study is based on descriptive research design in order to circumscribe every possible and feasible domains of hospitality industry and to invigorate the credible outcomes of this sector in near future (Van der Wagen, & Goonetilleke, 2015).

Research Approach

The approach of the research is qualitative in nature. Deductive research approach is being used to delve into the subjective aspects of concern in the hospitality industry

Data Description

The data collection method is accomplished through the conduction of one to one interviews. Relevant questionnaire is being prepared based on the literature review and the objective of the study.

Sampling method

Random sampling is being implemented to cover up an unbiased measure related to the notion of service management in the existing hospitality sector.

Data Analysis Method

Thematic analysis is being implemented by examining the information presented through interviews.

Based on the interview organized within respondents, the interactive discussion reveals various aspects of flows and fortes of the hospitality sector. Notably the opportunities and threats as well as the sphere where it is necessary to work upon in order to ensure sustenance of the hospitality sector is being revealed. The major problem with the no star hotels is that they lack the effectiveness regarding allocation of funds and also their operational efficiency are not up to the mark. Periodic evaluation is necessary to remove unnecessary obligation and examining the performance of the business overtime. The procedure to enhancing customer retention and keeping the employees satisfied will help the hospitality sector to perform better. This is due through the procedure to maintain credible housekeeping services, providence of hygienic foods as well as maximizing the satisfaction level of customers followed by anticipating their needs based on their feedbacks. Seasonality in the hospitality sector is also a major problem which needs strategic endeavors to ensure moderate footfalls during off-seasons.  The security system needs to be strengthened to attract more number of willing consumers towards the hospitality sector. In this respect the major issues concerned with service management is the quality of services rendered to the customers, the way of service deliverance, information technology service management, health management, etc. Notably, service management initiatives to boost the hospitality industry there exist several aspects of concern specifically related to the managerial, technological, operational, financial, etc. aspects in order to ensure customer satisfaction. The target consumer base of the hospitality sector is expanding but to ensure security of the consumers it is essential to develop the customer support system with new technological invention and upgrading the continuous innovation followed by channelizing them with managerial effectiveness and with the support of proper funding endeavors.

Dimensions of Service Management in Hospitality

It is being found that the issues that are being put forth by the interviewees and the interviewers based on the aspects raised by the participants is more focused on the approach of the hospitality sector to monitor service management uncertainties in the hospitality sector. 

The following discussion can be highlighted from the analysis:

To reach target customers as well as anticipating customer needs and optimizing their satisfaction level are the crucial aspects of concern that came out of the results of the codes obtained from the interview transcripts through thematic analysis. The service quality is much more dependent upon the quality of hygienic food delivered to them as well as it is also dependent upon the way of customer dealings that they receive from the employees and service providers of the hospitality sector. It is important to anticipate customer needs and serve them accordingly so that their utility from the obtained services gets maximized.

The way of approach towards the customers by the service providers are very important. It creates impression upon the customers and encourages r discourages the customers significantly. Hence, the way of service deliverance is a major aspect of concern. Staffs should be trained and motivated towards the way of their pitching of conversation and way of cordially providing the hospitality with the consumers. To ensure efficient service deliverance to the target consumer base it is essential to monitor the frontline staffs through facilitation of trainings and raising involvement of them into motivational activities that encourage them in their job.

The customer satisfaction is another aspect of concern in case of ensuring that the service that is being provided to the potential clients and prospective consumers are up to the mark. Poor customer satisfaction leads to low customer retention and hence loss of market share. In order to keep that in track it is essential that the way of housekeeping should be regulated effectively.  

It is been reflected that the information that are being exchanges within the service providers and the customers should be effectively communicated and should transparent. This will enhance the credibility of the services from the side of the service providers towards the customers. Customer loyalty will increase when they will find that the commitments of the service providers are up to the mark and the information that are being provided by them are authentic and trustable. Digitalized media and social electronic platforms should be boosted in this respect to ensure first customer response to their queries within a short span of time and exchange of authentic and feasible information. It will enhance the quality of hospitality that are being rendered to the customers as well as will add value to the customer reputation.

Literature Review

Business expansion and acquisition of credible prospective consumers requires improvement of food quality and anticipating their needs. This is due to the fact that when the customers will be served by the service provider with hygienic foods and beverages along with healthy environment then that will be considered as an effective service management initiative by the consumers. Continuous innovation in the segment of understanding the alternative options that will best serve the customers in terms of assuring them that their health related aspects are taken care of then that will be considered as by the customers s good quality services.

The following recommendation can be made based on the thematic analysis:

1. Effective information management initiatives should be implemented in order to understand and anticipate customer needs based on the customer feedbacks as well as to maximize customer satisfaction
2. Government initiatives are needed to be taken in order to make infrastructural development in the hospitality sector followed by enhancing the quality of the complementary sector of the hospitality sector
3. Innovative measures in the hospitality sector should be accompanied by proper endeavors that will not only boost the addressed health management issues as well as quality of security services provided to the consumers but also will ensure that the security of the potential consumer and prospective clients wither it be domestic or international should not get compromised at any cost.
4. Low cost healthcare facility should be encouraged followed by allocation of more budgets that may support the awareness generation programs within the customers related to hospitality and customer safety.
5. Environmental scanning in the context of rendering hospitality to potential customers is essential to strategize the security and safety measures
6. Proper staffing initiatives followed by reframing the organizational structure and facilitating training for the staffs too enhance their expertise is important since this will ensure effective service deliverance which is crucial aspect of service management
7. Hospitality should be accompanied by effective handling of funds, providence of hygienic foods, healthy environment to ensure the optimum growth of the hospitality sector

Conclusion & Future Work

The study delved into the best possible measures that can be taken upon the existing flaws and fortes within the service management sector of the hospitality industry. The major aspect points that came out that the service quality is moderate through different endeavors as well as measures are undertaken to improve it though the aim to optimize service management is not up to the mark. This is found to prevail because of the fact that the hospitality sector are focusing on creating assets and providing them 6o the customers. Whereas there exists need to assess the customers. Because every customers are different and in totality similar customer have similar needs though based on needs there is difference in customers to. So the major necessity is to anticipate customer needs efficiently and be cordial to them. To crucially value the customer feedbacks and based on that to boost separately each and every segments of the hospitality sector. This comprises of choosing appropriate demographic position, effective staff training, improving the quality of food, focusing on information management as well as raising the deliverance quality of the services. Development requires initiatives in terms of understanding the probable needs of the customer and understanding their wants. The privilege that the hospitality sector should provide them should match their satisfaction level when it will be accompanied by innovative service management approach. The hospitality sector possess a high potential for development in terms of qualitative and quantitative change. In order to ensure that the sector is able to synchronize itself with the continuous innovation and technological innovation it is important that the growth of the sector should be accompanied by proper funding opportunities and credible security measures for its potential customer and prospective clients. Future work can be incorporated top enhance the scope of understanding regarding allocation of funds and utilization of them will be coupled with ensuring that the provided services have the quality which is being asked by the customers. Customers becomes brand loyal when they gets that the services that are provided by the hospitality sector is trustable overtime in the long run. The effective way to manage the services provided to the customers are the results of effective knowledge that is being kept by the hospitality industry regarding their customers and the endeavor that it makes to ensure efficient service management initiative through anticipating customer needs and providing them accordingly in a feasible manner.

Challenges Faced by Hospitality Industry

The project reflects the sole initiative to put forth the existing condition of the hospitality sector from the perspective of the experts.

Project tasks

In my opinion it needs a more detailed research on the respective anomalies that persists in the ineffective allocation of funds to boost the hospitality initiatives undertaken. I do consider that the service quality measure that are considered today in the hospitality sector in the era of technological inventions to be sufficient enough.

Key areas of Learning

The issues related to anticipating customer needs requires effective information management system which should be incorporated. Along with that improvement in food quality and understanding the demand as well as wants of the customer is important. I learnt that sometimes customers have the ability to pay but not the willingness to pay. This is the gap where the services should be strengthened enough so that the customer interest grows and their demand for consuming the services of the hospitality sector rise. Along with that it is important to ensure that the service deliverance is satisfying the customers. To ensure that each and every point of interest of the potential consumer are kept and interpreted. Supportive measures should be entertained from the government if it do not hampers the profitability of the hospitality sector as well as ensures infrastructural development. To ensure future success in terms of growth of this sector it is essential to strategize appropriate measures that will assure that the hospitality of customers are preferred more rather than firm’s profitability and the security systems are in the safe hands.

Time management

I managed my time through effectively incorporating the information’s that are crucial related to service management and found in the interviews. Beside that I effectively maintained routine understanding of the concepts within stipulated time frame to cope up with the interview schedule and focus on the relevant questions that are important and will help me to reach best possible learning regarding the research.

Personal Motivation

My personal motivation came from the topic and the literatures that I have gone through in order to study the aspect of my research. Lots of discussion and the clarifying the related queries helped me to delve into the aspect of my research effectively and always kept me motivated towards my work on service management in the hospitality sector.

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Technological Advancements in Hospitality

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