Hospitality Business Development

The model shows the difference between customer’s perceptions and expectation of the service received by the provider (Parasuraman et al., 1985). This process is undergone to calculate the difference in the gap between the consumer perception of the service quality and the service that the customer perceived. This method relates to both the delivery process and the outcome of the service (Parasuraman et al., 1985).

Customer service must satisfy the needs of the customers to ensure a service companies’ quality is maintained.

Excellence in customer service is the objective of all organisations wishing to be successful. However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations often fail to get close to their customers and correctly read their expectations.

This assignment will be a critical review of a journal titled: “Do your internal branding efforts measure up? Consumers’ response to brand supporting behaviours of hospitality employees". In order to critically review this journal, the text will be analysed to gain a further understanding of the purpose of the article, what methods the author has used to address the issues, the outcomes of the research and finally the strengths and limitations of the article; specifically, in comparison to other articles that are centred around the topic of branding in regards to the hospitality industry.

The key to ensuring good quality service is meeting or exceeding what the customers expect from services. Judgements of high and low quality depend on how customers the actual service performance in the context of what they expected. Service quality, as perceived by the customers, can be defined as the extent of discrepancy but customers’ expectations or desires and their

To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in realizing the importance of marketing to an organization's success and to be globally competitive.

Customer care and efficient operations can give hospitality related business a decided competitive advantage, and improved technology in hospitality industry which allows these businesses change in both areas.

Customer expectations are a dynamic feature that flows regularly in accordance with a wide range of factors. However, when expectations are not met, customer satisfaction will ultimately decline. The quality of customer service is almost wholly determined by our ability to

Facilities; differentiating form other competitors offering a unique service, which include, restaurants, tennis courts etc.

Various studies in the field of hospitality & marketing have examined different components which constitute the customer

It is important for organisations especially in hotel industry to increase the diversity and quality of their products and services for their consumers to increase the reputation and business of the organisation in the completive marketplace. In case of Ashford International, it is observed that the company offers a number of services to their consumers that make the hotel attractive for their consumers. In addition, the high quality food and beverage from the in-house kitchen of the hotel further increase their worth in the market. Besides, the hotel has been involved in many events that are organised in Kent by authorities in regards of their food catering and other services that has help them to maintain their image among their consumers (Leung, et al.,

ways but with no conceptual framework to link different types of expectations. At this point it

School of Hospitality Business Management, College of Business, Washington State University, Pullman, Washington, USA Published

There are two main aspects that describe and affect both service quality; the actual service customers expected (expected service) and services perceived (perceived service). Fitzsimmons & Fitzsimmons (2001) explains that the creation of customer satisfaction for a service can be identified through a comparison between service perceptions with service expectation, see Figure 1.

In order to make a realistic promise the company must know what the customer expects and its limitations with providing that level of service or if that is unrealistic request. The company must communicate with the customer on what their expectations are, so that the company could then evaluate if that is a feasible feat for the company to achieve, or if the expectations of the customer are unrealistic. The higher the level of expectation the customer brings, will determine their personal evaluation of service (Zeithaml, Bitner, & Gremler, 2013, p 429); and the higher level of service quality they expect to received. In order for the customer to believe they received high quality of service their expectations must be met. In pursuance of fulfilling the customer expectation of service received the customer must be afforded options or choices related to the service received.