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SDM404: City Based Hotel Service - Design & Strategies Management | Case study Assessment Answers
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Internal Code: 1ICEI
Case study: Critically evaluating the service management strategies of a city- based hotel
ASSESSMENT 1- Individual Report This assessment task requires you to critically evaluate service quality and analyse the service management strategies of a mid-scale hotel in the form of an academic report. To complete the task, you will be required to apply your theoretical knowledge to the hypothetical Craig Credence Hotel. Case Scenario for Individual Report The General Manager was quoted as saying “One way to think about it is removing opportunities for guests to be anxious or disappointed, and instilling in them a greater degree of confidence... that what they encounter is what they expect” You are the service design consultant being approached by Craig Credence Hotel to address areas that need improvement of service quality so that it can better satisfy hotel guests. After five years of operation, it is beginning to face some challenges in meeting the evolving needs of its customers who are weekday business transient and weekend leisure of individuals and groups. Located in a prime city location, the 95-room hotel is located on 1.5 acres of land close to public transportation network. It has two function rooms that can be merged into a bigger meeting room, and one restaurant with bar. Its operations comprise of six key departments: Front Office, Concierge/Bell Desk, Housekeeping, Food and Beverage, Human Resource and Marketing/Sales. Task: Given a preliminary brief by the Board of Directors, you are to review its current state of service operations and the management strategies which you will include in your business report, to support recommendations on what strategies to keep and the 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 tasks are to undertake the following:- to evaluate the key service quality dimensions demonstrated at the hotel;
- to identify and analyse existing service management strategies, and
- to recommend modified or new service management strategies to improve upon the customer service and experience.