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SDM404: Service Quality Evaluation and Analysis of Service Management Strategies Assessment 1 Solution

Subject Code and Name- SDM404: Service and Design Management

Assessment 1- Service Quality Evaluation and Analysis of Service Management Strategies

Individual/Group- Individual

Length- Maximum word count is 2000 words which excludes the Executive Summary Table of Contents and Reference List.

Learning Outcomes- This assessment addressed the following subject learning outcomes:

a). Develop and understanding of the role and nature of service in the service economy and the hotel industry

b). Examine key issues concerning the management and measurement of service quality and customer satisfaction

c). Critically explore the role of frontline service providers' behavior with respect to service delivery, service failure and service recovery

Weighting- 40%

Total Marks- 100 marks

Context:

The assessment task 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 a midscale is boutique style hotel in the form of an academic report. To complete the task, you will be required to apply your theoretical knowledge to the hypothetical Hotel Sunnybank.


Instructions for the Task:
You are the service design consultant who has been briefed by the hotel's Board of Directors to produce a report that reviews its current service operations and management strategies. You are also expected to 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. 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:

Hotel Sunnybank 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 hotel had been operating for three years and would like to review its current strategies to face future challenges arising from the evolving needs of its business and leisure customers.

Located in the outer fringe of the city, the 200-room hotel offers bus shuttles to the city's retail district and to the regional airport. The hotel relies on transient business travellers during weekdays and leisure customers on the weekends, riding on its popularity as an events venue, especially weddings. It has a large multi-purpose function room with an adjoining garden that provides extended capabilities. Other facilities include a spa with several treatment rooms, a gymnasium and a 100-seater restaurant with bar that cater for both resident and non-resident guests. Its operations comprise of six key departments, headed by the General Manager: Front Office, Concierge, Housekeeping, Food & Beverage that includes an Events unit, Human Resource and Marketing/Sales.

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