Marketing report on: Hospitality industry

1. Executive summaryThis report highlights the implementation of service quality theory at The Blue Train Café. It must be regarded that, in the hospitality industry service quality and attributes stands as the single most differentiating factor. Quality within the hospitality industry takes into consideration the delivery of the goods as well as serving their clients or guests in the best possible manner. The main aim of service quality theory within The Blue Train Café is to serve its customers with the best of the quality products as well as cover up till the expected standards. Treating the guests with the best of the caliber and standards has been referred to as the main objectives for The Blue Train Café.

This report starts with an introduction of the hospitality industry & discuss how important is service quality within the same. There are certain challenges which are being faced at The Blue Train Café & hence in order to overcome the same the service quality theory has been established. Importance of service quality theory has been discussed within the report followed by the three examples which were faced within The Blue Train Café. The examples also concentrate upon the after effects of the theory within the enterprise.

2. IntroductionHospitality industry has been referred to as an industry type which provides services to either the company or individuals. This is a type of industry where in service quality plays one of the most important roles in providing a differentiating factor for the same. The hospitality sector consists of the various vertices such as hotels, restaurants, café, lounges, hospitals or anything which relates in providing services to the people involved. It shall be seen that, proper services with the utmost quality shall be provided to its visitors (Keating & Harrington, 2002).

Quality within the hospitality industry takes into consideration the delivery of the goods as well as serving their clients or guests in the best possible manner. The main aim of service quality theory within The Blue Train Café is to serve its customers with the best of the quality products as well as cover up till the expected standards. Treating the guests with the best of the caliber and standards has been referred to as the main objectives for The Blue Train Café.It has been seen that, one of the major challenge which is being faced at The Blue Train Café is in regards to the delivery of the quality service. It shall be kept in mind by the hospitality managers of The Blue Train Café that, it belongs to highly competitive as well as a stringent working environment hence the service quality theory shall be used which would help the Café to satisfy the needs of the customers in the best possible manner (Prideaux, Moscardo & Laws, 2006).  The various tools shall be used which would help to measure as well as improve the quality service within The Blue Train Café. It shall be taken into consideration that, a mechanism shall be maintained which would help to recognize as well as measure the levels of quality within The Blue Train Café. With the use of the quality service theory, the managers at The Blue Train Café shall identify the various mechanisms which would help to identify record as well as take into considerations the impact of cost plus profits. The mechanism opted for shall be in such a position which would help to mark the priorities towards the improvement process of the same.

3. Body

3.1 Service quality management:Service quality management has been defined as the process of either matching up or exceeding the expectations of the customers. Service quality management has been rendered to be as customer driven process which is quite popular within the hospitality sector. With the implementation of service quality management within The Blue Train Café, has helped The Blue Train Café to provide better understanding regarding the different types of services which is being used within the same. Implementation of the service quality management has helped The Blue Train Café to contribute towards the customer values & lead to high levels of satisfaction within the same (Prideaux, Moscardo & Laws, 2006). It is seen that, The Blue Train Café is one of the leading lounge in Australia. The café offers a wide range of food items to satisfy the need of its customers. To name a few, the menu consists of hot rock pizzas, burgers, rice dishes, roasted meat/chicken, steaks, sea food & a full bar service to treat the people who come to dine and drink. At The Blue Train Café, implementation of service quality management has been connected with continuous improvement. The theory of service quality has helped The Blue Train Café to evolve something new with respect to the framework as it takes into consideration tools along with methods which would involve high levels if evaluation (Keating & Harrington, 2002).

According to the International Organization for Standardization (ISO), service quality has been defined as “all those activities which would form a part of the management function & help in the determination of the various aspects such as quality policy, quality assurance, improvement within the quality, maintaining the quality standards, quality control”. Keeping a track of all the aspects mentioned above, service quality theory has been referred to as type of theory which would help The Blue Train Café to make improvements as well as satisfy the needs of the customers (Keating & Harrington, 2002).

3.2 The importance of service quality at The Blue Train Café:

Service quality has been referred to as a tool which would help in the monitoring of the services within a particular enterprise from customers point of view. Assurance in terms of quality would be referred to as a fair as well as a structured way with which roper services would be provided to the visitors, customers, etc. Assurance within the quality can be seen with respect to the way with which the customers are being treated as well as the levels of confidence to match up with the requirements of the customers.

3.3 Three examples of service quality within Blue Train Café:Þ    The Quality of Service Experiences:

The first example which is seen in regards to the implementation of the service quality at The Blue Train Café would be the quality of service being provided to the customers. It has been seen that, at The Blue Train Café the expectations of the customers has been identified in the best of the manner. This would help the café to understand as well as compare the services provided by its competitors. The service quality theory has helped in order to compare the perceptions of the customers along with certain limitations attached to it (Keating & Harrington, 2002).

The implementation of the service quality theory has helped The Blue Train Café to match up the customer service, satisfaction & the levels of outcomes which have been expected by the customers before dining at The Blue Train Café. After implementation of this theory, the levels of dissatisfaction as well as the mis-match of the expectations would be taken into consideration by keeping in mind the Gaps or the SERVQUAL Model. Based upon the SERVQUAL model the key challenge which is being faced by the visitors at The Blue Train Café would be highlighted (Farias, 2001).

The 5 Gaps within the SERVQUAL model will have major impact in regards to the service which is being provided to the customers. The first Gap which was analyzed at The Blue Train Café was in regards to the certain challenges which have been faced by The Blue Train Café. Based upon Gap1 it is clearly stated that, if the food items provided by The Blue Train Café are being preferred by the visitors, then they will repeat their presence & provide a long term bond with the enterprise (Keating & Harrington, 2002). The SERVQUAL model provides the consumers fair understating regarding the various areas which needs correction as well as all those areas due to which customers visits the café time and again. This model will help The Blue Train Café with a frame work as to what is to be done & how to make the future certain in the minds of the consumers. It would be an important task to keep in mind the critical success factors which would provide better services to the customers (Prideaux, Moscardo & Laws, 2006). Gap1 will help in determining the major difference between the expectations of the customers along with what is being assumed by the manger of the café. It is quite an important task to measure the differences between the same & understand the type of food being provided along with the taste of the people who are being served at the café. The only thing customer can expect of is the taste and the kind of service provided (Farias, 2001). This is where blue Train Café scores. This gap is minimum, since most of the customers at our outlet are repeat in nature there are very low chances of expectations being not met. The second gap takes into consideration the gap of perceptions. The second gap majorly takes into consideration the gap between the order placed & what is being assumed by the officials at The Blue Train Café. The officials at The Blue Train Café shall keep in mind that, this type of gap is unavoidable. Hence, the orders which are being taken up by the waiters shall be taken very intelligently without leading to any type of assumption, miscommunication, etc. Though at The Blue Train Café such type of problems do not occur but still the officials shall keep in mind this gap as it will provide a better future for the same (Sumarjan & Arendt, 2010). The third type of gap which might be faced at The Blue Train Café would be when the customers in unable to mention his or her specification in a well defined manner. This might lead to high levels of problems, challenges & complaints from the customers. The fourth type of gap which might be seen at The Blue Train Café would be in regards to the operations working in the café. This takes into consideration the type of food which was being promised, what is being served, ambience of the café, taste, preference, etc (Kapiki, 2012). Lastly, a gap exists between the expectation of the customers as well as the services provided by the same. In this case, high levels of standardization of the food, process with which food is being prepared as well as the levels of improvement is being talked about. Hence, it shall be noticed that standardization of food shall be done as it would help in providing better products or services to visitors. If a person visits a restaurant again and find the food to be different then his/her last visit, it will create a negative mindset in the mind of customer. It shall be seen within long term that, the expectations of the consumers does not remain static within time. There are two aspects which shall be kept in mind while analyzing the quality of the services. They are either technology driven or customer driven by nature (Prideaux, Moscardo & Laws, 2006).

Þ    Customer-oriented Service Quality:The second example which can be seen with respect to the implementation of service quality theory at The Blue Train Café would be in regards to the customer orientation within the same. With the implementation of the same, The Blue Train Café would be regarded as one of the finest café in Australia as it provides customer oriented service to the visitors. With the implementation of the same, evaluation of the individual experiences while performing a particular service is being done. This helps to maintain a track record of the type of service being offered along with the expectation of the visitor (The Blue Train Café, 2012).

It is seen within The Blue Train Café that, the way with which service is being offered to the visitor either leads to satisfaction or dissatisfaction in the minds of the consumers. It was seen within the café that, one of the visitors named Jose came up to the café to check out the range of snacks. He was in the mindset that, the experience at The Blue Train Café was not up to the mark as the ranges of food items mentioned in the menu card were not available. Jose was highly dissatisfied with the kind of satisfaction level he got from the same (Farias, 2001).

The Blue Train Café has been referred to as one of the leading Café in Australia but still, not all the visitors are fully satisfied with the services provided. It shall be noticed by the people working at The Blue Train Café that, the seeds which lead to high levels of consumer satisfaction are planted amongst the pre-purchase phase of the decision making process carried in the minds of the visitors i.e. whether to go for a particular restaurant, food joint or a Café, etc.

As per the definition given by one of the leading authors, service quality has been referred to as a measure of quality which will show case the service experiences being provided at The Blue Train Café. Service quality theory refers to the evaluation of the services which would help in the fair evaluation of the services provided by The Blue Train Café (Hanzee & Mirvaisi, 2011). This theory refers to a post consumption evaluation of the suitable alternatives in order to be satisfied with the levels of expectations. As mentioned above, Jose was in a situation where in dissatisfaction has taken place. While providing the best of the quality to its customers, the service organization comprises of two aspects such as technical aspect & functional aspect. These two aspects would help to discuss i.e. what is to be delivered & how the service is to be delivered to the customers which would delight them in the best of the manner.

Þ    Technical Approaches to Production – oriented Service Quality: One of the major challenges which were being faced at The Blue Train Café was in regards to the service design. The applicability of technical approaches at The Blue Train Café would help in better production of the goods & provide the best of the service to its visitors. With the implementation of the same, maximizing of the customers judgment with respect to the satisfaction of the need would be done with the help of the technical efficiency. One of the strategies which are being adopted at The Blue Train Café is to eliminate the employee’s discretion & judgment wherever possible. This would help in improving the performance at The Blue Train Café. This would help to maintain coordination amongst the staff members as well as deliver the best of the quality to its customers (Candido, 2005).

 4. Conclusion & EvaluationHence, it could be concluded by saying that service quality has been referred to as a tool which would help in the monitoring of the services within a particular enterprise from customers point of view. Assurance in terms of quality would be referred to as a fair as well as a structured way with which roper services would be provided to the visitors, customers, etc. Assurance within the quality can be seen with respect to the way with which the customers are being treated as well as the levels of confidence to match up with the requirements of the customers (The Blue Train Café, 2012).

The three examples which have been discussed within this report i.e. customer oriented service quality, quality of service experience & technical Approaches to Production – oriented service quality. Service quality management has been rendered to be as customer driven process which is quite popular within the hospitality sector. With the implementation of service quality management within The Blue Train Café, has helped The Blue Train Café to provide better understanding regarding the different types of services which is being used within the same. Implementation of the service quality management has helped The Blue Train Café to contribute towards the customer values & lead to high levels of satisfaction within the same (Keating & Harrington, 2002).

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