Individual Assignment
Introduction:
Web 2.0 platforms have transformed how consumers and producers interact within tourism and hospitality landscape. Social media platforms facilitate real time electronic word-of-mouth (eWOM) communication between producers and consumers, as well as between consumers themselves. One such platform is TripAdvisor. TripAdvisor is the largest travel related user-generated content website. Customers are able to post their lived experiences on TripAdvisor, making the website a trusted source of information. Thus, TripAdvisor play a key role in shaping and influencing potential service consumption decisions and influence perception of service value.
This has numerous implications on the management of core and supplementary services. From the industry perspective, user-generated content provides a rich source of customer feedback, revealing determinants of customer delight (or disgust), enabling service industry operators to identify areas for service quality improvement. Technology can be thus be used to build customer loyalty and manage service recovery.
Aim:
The aim of this assessment is to deepen student understanding of the role technology plays in influencing customer perceptions of quality in the highly complex and interdisciplinary nature of service settings.
Task Description:
Based on any ONE of the service operations listed from the TripAdvisor website (links below), conduct a comprehensive online research of customer feedback focusing on “TERRIBLE” and “POOR” reviews. Analyse commentaries provided in English language only.
-Sage Cafe Restaurant, Gold Coast:
http://www.tripadvisor.com.au/Restaurant_Review-g658842-d945837-
Reviews-Sage_Cafe_Restaurant-Broadbeach_Gold_Coast_Queensland.html
(Service provider webpage: http://www.sagerestaurant.com.au/ )
-Australis Sovereign Hotel, Gold Coast:
http://www.tripadvisor.com.au/Hotel_Review-g255072-d285614-ReviewsAustralis_Sovereign_Hotel-Surfers_Paradise_Gold_Coast_Queensland.html
(Service provider webpage: http://www.hotelsone.com/surfers-paradisehotels-au/australis-sovereignhotel.html?as=g&aid=6481710518&dsti=241679&dstt=8&label=ggehoeubh42124&akw=australis%20sovereign%20hotel%20gold%20coast&asrc=Sea
rch&ast=&gclid=CJHrq93PuMYCFVckvQodrg8Lqg)
-Mantra Sun City, Gold Coast:
http://www.tripadvisor.com.au/Hotel_Review-g255072-d256752-ReviewsMantra_Sun_City-Surfers_Paradise_Gold_Coast_Queensland.html
(Service provider webpage: http://www.mantra.com.au/queensland/goldcoast/surfers-paradise/accommodation/resorts/mantra-suncity/?cvosrc=ppc.google.mantra%20sun%20city%20gold%20coast&matchtyp
e=e&gclid=CIyCwrfPuMYCFYeXvQodFW8E6A)
-Dracula’s Cabaret Restaurant, Gold Coast:
http://www.tripadvisor.com.au/Restaurant_Review-g658842-d724299-
Reviews-Dracula_s_Cabaret_RestaurantBroadbeach_Gold_Coast_Queensland.html
(Service provider webpage: https://draculas2-px.rtrk.com.au/)
Based on your analysis:
1. Executive summary (approx. 200 words)
2. Identify the three core service quality issues facing the service operation (approx. 700 words)
3. With reference to relevant service management theories/models, establish quality specification-actual service gaps by critically evaluating what the service provider promotes on its website and customer reviews (approx. 700 words)
4. Recommend innovative solutions for the core and supplementary services, with a focus on creating customer value, and reducing service quality gaps (approx. 700 words)
5. Critically evaluate outcomes of implementing the recommended solutions on business performance (approx. 700 words).
