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Market research of Sodexo and food and facilities management services

INTRODUCTION:

Sodexo is one of the flourishing food and facilities management services. It is convinced in providing quality services is winning the customers heart and trust ;through which they have been successful on the market. The business has more than 25 years old experience in the field of hotel chains, resorts and vacation villas. The organization contains the best & most efficient personnel to provide quality service including laundry, housekeeping and food portion. Matching to Peter, customer support is defined as rewarding needs and objectives of customers regarding to them (Whitman, 2001).

Since quality assurance is the main element to gain the trust of customers and also to keep up with the competitive edge it is important to have a quality assessment in hotels to know the standards of the hotel. (Bo Edvardsson, 2006) Edvardsson suggested the idea of services should be looked at from customers strategy because they are the main users of the services and best to evaluate it. Different customers have different needs plus they may look at same thing with different views. People owned by different cultures, religions have different perceptions, interpersonal behavior and tastes. Many researches are done on examining the service attributes through customer satisfaction in several elements of the earth; (Davidson, 2003), (O'Neill, 1996), the Kano model (Preece, 2002), (Amy Wong Ooi Mei, 1991) etc.

Literature Review:

The theory and models made to measure the service quality and potential gaps in quality in hotel industry are essential. Hotels do market research to get full information about its goal audiences and the surroundings. TQM - Total Quality Dimension is a fresh management term presented to execute the exceeding requirements of the customers. Different hotels use different methods to TQM in line with the environment and competition.

Measuring Service Quality:

The actual analysis takes place during delivery, whether it's beyond expectations are below expectations. The time when we service our customers is the moment of truth that provides the result. For instance the food delivered in the hotel gets its immediate responses either by the verbal response or in written form by the clients.

SERVQUAL MEASURING Strategy:

SERVQUAL model which is also referred as the skeleton for measuring service quality. It in essence evaluates what the client demanded and what he received, the difference between the two. It includes five basic measurements on which the customers assessed the quality he received and what he had in mind;

Tangibles: the physical appearance and facilities of the personnel

Reliability: ability to execute the required service effectively and efficiently

Responsiveness: Supply and willingness to help the customers

Assurance: Knowledge of employees to gain trust and confidence

Empathy: Caring, making customers feel special and cared.

The advantage from this model is the fact it provides an instantaneous response of the customers following the service delivery which if not up to mark could be sent for improvement. For instance the responsiveness of the hotel personnel is just a call away from one's room. On time assistance availableness always results in the quality of services they offer. Today nearly every hotel on the globe has their feedback form predicated on the SERVQUAL model of assessing the grade of services. However there's been some criticism about the model, Brotherton and Booth integrated SERVQUAL strategy on the 4 celebrity hotel and discovered that customers viewed tangibles as the hygiene and sanitation of the resources. The homogeneity in the proportions of the model is said not to be appropriate in providing exact results. Knutson created LODGSERVE for service quality evaluation, Mackey developed REQUAL and etc. all the studies completed on this subject indicates that one sizes are highly appreciated by the clients which mainly includes the connections and physical quality.

THE CHRISTOPHER NAD YALLOP MODEL:

Christopher and Yallop suggest a four level process model to gauge the perceptions customers have when they have the services;

Identify the essential elements that are important to the customers and why

Understand the value fastened behind it

Investigate how successful the business is at providing those elements

Analyze from the collected data for advancements.

The model in essence implies an inquiry established to research the objectives of the customers. It's important to really know what the special or important dependence on the clients is and just why is it so? Answers to this can help the business earn customer's trust and consistency. Then the company needs to evaluate itself by experiencing how well he fulfills those needs and how?? The response to this may lead the organization to help expand improvement, inspecting the talents and weaknesses of the organization in terms of customer's perception. Especial rooms were created based on the demands of the clients, the food menu contains a variety to serve all possible tastes they could for vegans, Chinese language or differing people from different culture.

THE PRUDENTIAL MODEL:

(McCabe, 2001) Prudential model suggest how financial advice is also ways to meet the anticipations of the customers and gain their satisfaction. It examines the understanding of customers in conditions of what they value most or what would make sure they are value the most. Are there any possible changes that may be implemented in the business? The charges in the hotel are sensible and set in line with the market equilibrium that ought to be acknowledged by the customers. The overall package of their stay; food, laundry, hygiene etc are the factors that the clients look for and expect it to be standardized.

The hotel charges are retained such that if offers a whole package the clients with the area and other complimentary facilities like sports club, gym, pool etc.

THE ECR (EFFECTIVE CONSUMER RESPONSE) MODEL:

The main theory of the model shows that the firms should give continuous give attention to the elements that are highly ideals by the clients. The desire of a certain goods and services for illustration if the area service is very reliable hotel should spend more in this division in order to gain more customers. Also a proper use of technology for productive consumption of resources to fulfill customers.

BLUE PRINTING

It is a common and very effective theory adopted by the hotel by which they ensure a powerful service delivery.

It defines the complete process of offering services in three phases; backstage, front stage and type of visibility. The whole struggle is to keep up service standards and to update the whole process with a backup plan. Leading stage for occasion is the interaction the staff has with people. The reservation process, greeting the customers and introducing these to the hotel, parking the automobile, guiding them to their rooms with the baggage etc. Second and the third stage this is the invisible services that the hotel calls for care off. Like maintain the reservations with posts and examining for the required room and its availability. Taking care of the facilities and maintenance necessary for it.

Process Redesigning

It is important to set service target criteria which are clear to the staff to work on. The feedback from the clients should be examined and strategies should be redesigned based on the demands of the clients. Redesigning services reduces the assistance failure, enhance efficiency and increase client satisfaction.

The procedure for redesigning first rung on the ladder is to remove the non value adding steps, alter the system to self service.

The engagement of customers to co-produce the service can lead to progression. SSTs - Do it yourself Service Technology is the form of customer involvement such that the customers avail the assistance provided by the suppliers to evaluate and give a reply. It really is a adaptable and cost cutting down method but takes a lot of effort.

Therefore the essential delivery process requires three periods;

Introductory scene

Delivering the main/main service or product.

Conclusion of the drama

This provides the hotel with the information where the hotel is without customers vision.

MEHRABIAN- RUSSELL STIMULUS RESPONSE MODEL

This is a model that suggests how customer's response to environment that surrounds the, Psychological or physical reactions like stress and anxiety, boredom or pleasure. How different environments gives different replies of customers in different surrounding.

How variety of factors make a difference customers response. The encompassing, color structure etc influence the customers. For example the symptoms and symbols hanged for information in multi languages for the simple the clients.

All these models and theories incorporate the similar principle implied for client satisfaction. Sodexo and other hotels on the globe implied these principles to maintain or improve their service standards because hotel business heavily depends on quality service.

SERVICE QUALITY GAPS:

It is important to identify the key gaps that exist in delivering the services to the customers and how they could be conquer. (Sargeant, 2008)

The Knowledge Space: it is actually the barrier in conversing the anticipations and requirements of the customers to the hotel personnel.

It could be get over by having a strong market research by undertaking interviews or sampling questionnaire which should be repeated once a while. Management should be allowed to interact with the clients to know very well what they feel and expect. The management should make sure the responses is carried out immediately and monitored constantly.

The Policy Gap: it is the differences or restrictions made because of the policies.

To overcome this distance it is important to use systematic processes to boost working methods. The goals, agendas and priorities predicated on customers' demands and expectations which should be translucent to the employees.

The Delivery Space: it's the difference between the quality service sent and the service itself.

It is important to ensure that the performance of the customers and also that the customers understand the service provided. For this the employees should be well trained to perform the required responsibilities better. Employees should be clear in what they have to deliver and do in more effective way. Consistent monitoring should be achieved to undergo how well are they are performing; they must be determined to work harder with incentives.

The hotel should be kept up to date in terms of technology. Advanced and affordable instruments should be installed for better and quick services. This might also make a balance between efficiency and demand.

The customers should be educated enough o perform their tasks successfully to gain customer's trust.

The Communication Difference: this occurs because of the communication barriers between your customers and the staff.

To overcome this difference it is important to have transparent vertical integration in the business such that the info can easily flow in. The professionals should be able to identify the problems the personnel is facing or their needs to produce better results. Employees should be engaged in the basic functions of the organization. By spinning and recruiting the staff can lead to better and stimulated employees to provide better results.

The Perception Difference: this occurs when there's a perception gap between your customers and the management and employees.

It is important to show customers with some evident changes that the hotel is putting in efforts to meet their requirements. By tangibilizing the management can show their customers how concerned they are for their customers.

The Service Distance: it is the assortment of all the gaps which cause the assistance to get bad. Maybe it's overcome by conquering and monitoring all other gaps.

It is important to provide the customers with the best service and ensure that they recognize it and are satisfied. By implying the ideas and models in line with the dependence on the hotel the management can meet the demands of the customers and gain their trust.

The hotels should have a constant responses system with immediate implementation to make the customers recognize that they are essential. By monitoring the work and progress of the staff the management needs to be sure that the personnel is motivated enough and works with a team nature. It is highly important for the hotel industry that the clients are satisfied and becomes faithful to the service it includes.

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