Service Quality Measurement in Hotels

and Hospitals

Group 14
Marketing D
Prakhar Pratap Singh(09PG035)
Sayantini Ghosh (09PG231)
Karthik Reddy
 QUALITY DEFINITIONS
Quality is based in subjectivity

Service Quality is essentially conceptualized as the

discrepancy between customer expectations and
perceptions of what is delivered
 SERVICE QUALITY
Service is intangible

Cannot be easily measured, tested and verified in

advance of sales to assure quality

Services are perishable

Services offered can vary from “Producer to Producer”

CONTD…
Precise standards can rarely be set

Created and consumed simultaneously or near

simultaneously

Service Production and Consumption are often

inseparable

Outcome of Service is as important as process of delivery

 MAJOR ISSUES IN MEASURING
SERVICE QUALITY

Most of the quality measurement is done on the basis

of customer's voice, hence one may or may not get the
clear picture

Perception about a particular service, facility and

ambience will differ customer to customer.

Serious examination of feedbacks form is done but

customers don’t fill them very seriously
 Common measurement technique
SERVICE QUALITY = PERCEIVED SERVICE - EXPECTED
SERVICE
(Experiences after the service) – (Expectations before the
service)

 PERCEIVED SERVICE
Perception of customers about their experiences with
services. subjective assessments of actual service
experiences.

 EXPECTED SERVICE
Belief about services that function as standards or
reference points against which performance is judged.
 Service quality gaps
Expected Service
CUSTOMER
Customer
Gap
Perceived
Service

External
COMPANY Service Communications to
Delivery GAP 4 Customers
GAP 1 GAP 3
Customer-Driven Service
Designs and Standards

GAP 2
Company Knowledge of
Customer Expectations
.
MEASURING SERVICE QUALITY
IN HOTELS
 The hotel industry

Growing at a fast pace due to,

 high economic growth
increased flow of international tourists

 Increasing need of effective quality management

of hotel industry
 Quality management
(a generic approach)
 Define the quality attributes and variables
Attributes denote qualitative data and represent discrete
values
Eg - presence or absence of an escort to the room from
the reception
Variables denote quantitative data and are continuous
Eg - price of staying in a room

Measure
Critical To Quality (CTQ) characteristics of the process
need to be identified
Contd…
Analyze
attributes and variables need to be measured to find any possible
causes of defects / low quality service.

Improve 
The influence of the causes of defects / low quality service need
to be quantified

 Control
the modified process should be made to stay within the
acceptable limits
emergency handling mechanism should be in place
 Industry practices
Jaypee palace
Hotel Jaypee Palace uses exhaustive 324 question list

Question are primarily close ended, along with few

open ended questions

Questionnaires' are pitched up to the customer at

different points of their stay in hotel

Also further down the service blueprint is used

Contd…
These close ended question are pitched to the
customers at various point of their stay in the hotel.

Than these responses are mapped on the cause and

effect diagram and actions are taken subsequently.
Example- food ,laundry services etc.

Hotel primarily follows star standards strictly.

Service evaluation meet is done after every four

weeks.
 SERVICE BLURPRINT METHOD
Various attributes are found out on the basis of service
blueprint

They are both qualitative and quantitative in nature

(control charts are used to monitor quantitative variables)

Management sets performance standards for services

They are mostly evaluated through customer feedback

CONTD…
There are two classifications made,
Service attributes
Service variables

Each attribute and variable can be given weights from

1-10

Based upon the data obtained a cause and effect

diagram is made followed by a scatter diagram and a
process control chart
 Define attributes
Arrangements for payment for room service
The presentation of the service in the guest room
Quality of the table-ware used in the provision of room
service
Equipment used in providing room service
Quality of the food provided through room service
Size of food portions
The ability of the waiter to understand your specific needs in
using room service
Service etiquette shown by room service staff
 Define variables
Price
Time spent waiting to place an order
The time spent waiting between ordering and receiving
service
Hours during which room service is available
Number of choices included in the menu
Cause and effect diagram
Contd…
In the above analysis , it is found that it is some cook who makes
continental dishes has maximum complaints

 Further, analysis shows that the cook had less training

A scatter diagram can then be drawn between the number of

complaints vs. the training period of the cooks

If the scatter diagram confirms a relationship, then a formal model can
be constructed using regression technique

NOTE -A scatter diagram can then be drawn between the number of

complaints vs. the training period of the cooks
Scatter diagram
 Process control charts
 
For Variables

 The X-bar and R-bar charts are then prepared for the
variables.

 
For Attributes

 The percent defectives in a service are measured by p charts

and the number of defectives are measured by c charts.
 FINAL OUTCOME
Analysis of the control charts gives a clear picture of
the problem areas in the service delivery.

The above mentioned is an example of the procedures

followed at Jaypee Palace based on certain
hypothetical data that has been assumed
MEASURING SERVICE QUALITY
IN HOSPITALS
 Healthcare industry
Health care industry in India is worth $17 billion

 Anticipated to grow by 13% every year

The health care industry in India earns revenues

accounting for 5.2% of gross domestic product.
 Major certifications

Joint Commission International (JCI)

The Joint Commission on Accreditation of Healthcare

Organizations (JCAHO) formed an international
offshoot known as the Joint Commission International
(JCI)

JCI is the gold standard in global healthcare standards

Indian Healthcare Federation

An independent non-statutory body

IHCF has a membership of around 300 members from

across India

 It is affiliated to the Confederation of Indian Industry

(CII)
 INDUSTRY PRACTICES
(APOLLO )

 Dr. Prathap C Reddy, the founder Chairman of Apollo

Hospitals, until the point of inflection happened in
1983

The Apollo Hospitals group today includes over 8500

beds across 50 hospitals in India and overseas,
neighborhood diagnostic clinics, an extensive chain of
Apollo Pharmacies, and medical BPO 
 SERVICE Practices at apollo
Receiving of emergency patients has to be done within
5 minutes (from entrance to the operation theatre)

People belonging to various geographic locations are

provided with interpreters

Voice of customers the prime tool for measuring

service
The attributes and variables are decided based on the
service blueprint
 Measurement of service quality
There is a six sigma certified professional in each
department of Apollo.

They are using two abstract level model for measuring

service. Quality standards of each department is
measured separately and then they are aggregated to
give the performance of the hospital as a whole.
 Three level abstract model

Overall Service
quality

CREDENCE SERVICE EXPERIENCE

CONTD…
All the departments are measured under all these
parameters.
Hence giving a better control on the overall
measurement of the service quality.
In one level and two level model the focus was on
improving the individual service and there was no
focus on improving a particular aspect of the
service(experience, credence, service).
This model is used by most of the American hospitals.
 FINAL OUTCOME
Indian hospitals are still in the process of updating
their service offerings

Mostly it is the American Hospitals that is set as

benchmark

Apollo is the only JCI certified hospital in India

whereas rest mostly have in-house standards

As of now JCI is one amongst the mostly sought after

certification in the Asian region