Consistency of Service in Food and Beverage Department in Hilton San Francisco Financial District - Research Proposal Example

Consistency of Service in Food and Beverage Department in Hilton San Francisco Financial District Table of Contents Table of Contents 2 Executive Summary 3 Section I – Introduction/Background 5 Section II - Statement of the Problem/Research Project 7 Section III – Methodology 8 Section IV – Findings 10 Section V – Conclusion 15 Section VI – Recommendations 16 References 17 Executive Summary 1. Parameters of the Report: The research report is based on the study of the hotel i.e. Hilton San Francisco Financial District. The hotel is renowned for its quality products and/or services with respect to lodging, food services and different complimentary services. However, the food and beverage (F&B) department of the hotel is identified to face certain challenges owing to inconsistent service provisions. 2. Description of the Problem: The F&B department of the hotel has faced certain issues in proving quality services to the guests for a lack of consistency and inadequate F&B facilities. In this context, the findings of the research study would be beneficial to the company to understand the importance of F&B department for the development of overall service quality of the hotel. Additionally, the hotel would be able to determine the measures that are required to be adopted in order to improve the performance of the F&B department. 3. Methodology: A qualitative research study had been adopted in this study based on secondary data sources. Additionally, a systematic research approach was conducted to ensure that the research objectives are accomplished successfully. The secondary data was collected from different authenticated sources that include journals, websites and books. 4. Summary of Findings and Conclusions: The hotel faced certain challenge of inconsistency in the services offered by the F&B department. The findings suggested that service quality plays an important role for enhanced performance of a hotel with better competitiveness and guest satisfaction. 5. Recommendations: The hotel is order to improve the service quality of the F&B department is required to adopt service quality dimensions, so that services are offered on the basis of guests’ needs for ensuring an augment level of satisfaction as well as loyalty. Additionally, information and communication technology (ICT) for prompt delivery of food services orders has been recommended. Section I – Introduction/Background In the present scenario, competition has increased amid hotels owing to globalisation and advent of new technologies. Hotels facilitated with the opportunity of performing in different market segments are facing increased market competition in the industry in terms of services offered. Hotels are mainly focused on ensuring that products and/or services are offered in accordance with the preferences of guests for better guest satisfaction. Additionally, hotels with the assistance of innovative services ensure that satisfaction level of guests is met beyond their expectations (Attensity, 2011). In this regard, Hilton San Francisco Financial District has been operating in San Francisco, California as a leading hotel providing different products and/or services in accordance with the needs of the guests. It is a 27-storey hotel and the hotel was renovated during the year 2006. It is renowned for luxurious lodging, exceptional service and breath-taking views. Additionally, the location of the hotel is one of the most important aspects for effective performance. The hotel is located in the heart of the city. It is situated in a surrounding with certain key attractive locations including North Beach and Union Square among others. The prime objective of the hotel is to provide guests with quality services. The hotel is also recognised to face intense competition from other hotels that include Marriot and Westin among others. The hotels in San Francisco are identified to provide food and beverage services to guests with better money value as well as quality. Correspondingly, the hotel is identified to provide different levels of hospitality services comprising bar, night clubs, restaurants, room services, internet access and meeting rooms among others (Hilton San Francisco Financial District, 2013). The food and beverage (F&B) department of the hotel is assigned with different tasks that include bars, restaurants, food services and food menus. In this regard, based on the reviews of different guests, it has been identified that the services offered by the F&B are of best quality with diversified catering menus. However, the food delivery services of the hotel are recognised to be inconsistent in relation to delays. Subsequently, if the issue remains unaddressed then Hilton San Francisco Financial District would face intense competition, which might adversely affect its brand value and guest loyalty in future. Besides, it can lose out on a substantial section of customer base who might prefer to avail its competitors’ services instead. Thus, the scenario can create a question mark over the issue of customer retention in Hilton San Francisco Financial District (Hilton San Francisco Financial District, 2013). In relation to this research, objectives of the study are provided hereunder: To recognise the inconsistent factors in the service quality of the F&B department of the hotel To identify the importance of the F&B department for the hotel Section II - Statement of the Problem/Research Project Presently, the hotel industry is developing at a greater pace owing to the provisions of different innovative services that are offered. The hotel industry provides different services with the aim of meeting the changing preferences and lifestyles of guests. F&B department of hotels plays an important role in ensuring that the needs of guests in relation to different food areas are met successfully. In this regard, Hilton San Francisco Financial District is identified to offer different feature-added services in order to meet the needs of guests. The F&B department of Hilton San Francisco Financial District provides different services that include onsite restaurant and lounge, coffee bar along with wine and beer bar. The F&B department of the hotel is responsible for meeting the food services needs of guests. In this regard, the inconsistent performance of the F&D department in providing food services in a timely manner has been identified to affect the service quality as well as competitive advantage of the hotel to a certain extent. Subsequently, the problem of inconsistency in the F&B department is an important issue, as the hotel might lose satisfaction level and loyalty of guest. Correspondingly, an analysis of the facts in relation to the F&B department of the hotel is conducted in order to determine the factors accountable for the delay in food services. Moreover, based on the analysis, certain measures are to be adopted with the intention of mitigating the identified issues. Subsequently, the hotel with the assistance of the research findings will be facilitated in performing F&B related services with better effectiveness (1AbuKhalifeh & Som, 2012). Section III – Methodology A research approach is adopted with the intention of having an in-depth understanding about a subject matter. In order to provide a structure base to the entire research, there are different research approaches that can be followed for a particular study. Among them, qualitative approach, quantitative approach and mixed approach are taken into consideration in order to identify an appropriate methodological structure. In this research, a qualitative research was conducted with the aim of determining the service quality issue in relation to inconsistent service of the F&B department of Hilton San Francisco Financial District. A qualitative research approach has been implemented with the intention of determining the loopholes that exist in the service quality of the F&B department of the hotel. Additionally, a systematic research approach has been followed, so that the research objectives are accomplished effectively (Khan et al., 2003). In this research study, a specific research design or process has been implemented with the aim of completing the research design within a desired timeframe. In this respect, a series of activities were followed in order to complete the research study in an appropriate manner. The research design comprised five steps (Khan et al., 2003). The steps followed in this research study are described below through graphical representation. Source: (Khan et al., 2003) Data collection is considered as an essential element in research study, which assists in obtaining the required information in order to accomplish the aimed objectives in a proficient manner. High quality data is required to be collected in an organised procedure with the aim of obtaining an advanced knowledge for the evaluation of a particular research issue. For this particular study, the data required have been collected through secondary method. The secondary data are obtained from different authentic sources that include online journals, books and reputable websites in order to have adequate data about the importance as well as issues of F&B department of Hilton San Francisco Financial District with regard to service quality. The secondary data had been collected from authenticated sources in order to uphold for the aspect of ethical consideration of the research study. Contextually, the secondary data collected has been analysed with the assistance of qualitative research approach. Moreover, the research subject is analysed with the assistance of frameworks and graphical representations obtained from secondary sources. Section IV – Findings A research has been conducted on secondary sources in order to obtain adequate information about the importance of service quality of F&B department for hotel industry. According to 1AbuKhalifeh & Som (2012), F&B department is an important source of service quality for hotel industry. In the hotel industry, service quality dimension comprises different elements that include tangibility, reliability, responsiveness, assurance and empathy (1AbuKhalifeh & Som, 2012). Service Quality Dimension Source: (1AbuKhalifeh & Som, 2012) In accordance with the above diagram, 1AbuKhalifeh & Som (2012) stated that hotel industry is required to develop service quality based on the elements of the service quality dimension. Tangibility signifies that services offered by hotel industry are required to be usable, so that guests are able to have a better experience. Reliability implies that services that are rendered by a hotel industry player are delivered promptly on the basis of the needs of guests. Responsiveness is deemed to play an important role in the service quality dimension owing to the fact that services should be provided immediately on request. Subsequently, the provision of services should be brisk in order to ensure better satisfaction of guests. Assurance is an important element considered in service quality, which ensures that a hotel industry based player is able to build trust as well as confidence amid guests with the provision of quality products and/or services. The service quality element, empathy signifies that products and/or services offered are personalised based on the preferences as well as requirements of guest (1AbuKhalifeh & Som, 2012; Grzinic, 2007). In this regard, Shafiq et al. (2012) stated that the elements of service quality play an important role towards the enhancement of guest satisfaction. A hotel industry based on organisation providing products and/or services on the basis of the service quality dimension is able to meet the expectation of guests for better satisfaction. Subsequently, the services offered by the F&B department are required to meet the satisfaction level of guest in terms of quality and service rendering time. Correspondingly, service quality in the F&B department is based on different factors that include food quality, food menus, value for money, food presentation and surrounding attractiveness among others. Subsequently, with the availability of products and/or services based on the aforementioned factors hotel industry players will be able to meet the preferences of customers (1AbuKhalifeh & Som, 2012; Shafiq et al., 2012). Theoretical Framework of Guest Satisfaction and Guest Loyalty Source: (2AbuKhalifeh & Som, 2012) According to 2AbuKhalifeh & Som (2012), in the F&B department, guest satisfaction and guest loyalty are two most important interlinked aspects for the development of service quality in it. In the fiercely competitive business scenario, the hotel industry players in order to perform their operations with better sustainability should ensure that unique hospitality services are offered and F&B department is an important segment of hotel industry to ascertain competitiveness. In this respect, the hotel industry players should determine that products and/or services are provided with better competitive advantage as well as services quality by the F&B department. The success of the hotel industry players is based on the services offered by F&B department. The service quality of the F&B department comprises two important factors that include good quality and good service. Moreover, the F&B department with the provision of providing products and/or services on the basis of good quality and good service will be able to meet the satisfaction level of guests. Additionally, 2AbuKhalifeh & Som (2012) noted that satisfaction of guest is based on two important factors that include low price and good hospitality. In this context, the hotel industry players that are being able to meet the needs of guests in terms of money value and good hospitality are able to ascertain better loyalty amid guests. Respectively, by providing quality products and/or services in accordance with the preferences of guests, the F&B department is able to improve satisfaction and loyalty amid guests. Thus, with better satisfaction and loyalty of guests, hotel operations can be conducted competitively (2AbuKhalifeh & Som, 2012). Hilton San Francisco Financial District is a renowned 27-storey hotel operating in San Francisco, California. The hotel is renowned for its service quality in different spheres that include lodging, food services, car parking services and business centre (Hilton San Francisco Financial District, 2013). According to the article published by Hilton San Francisco Financial District (2013), the hotel is identified to excel in products and/or services provided. Additionally, the hotel provides different quality services to guests above their expectations. In this context, the hotel with the provision of quality feature-added services on a 24 hours basis is facilitated in ascertaining that amenities are offered through highest degree of hospitality. The hotel also provides different complimentary services that include lounge, car parking services, bar and 24 hour internet accessibility (Hilton San Francisco Financial District, 2013). However, based on the reviews of the guests, it has been identified that the services offered by the F&B department are inconsistent (Hilton Worldwide, 2014; TripAdvisor LLC, 2014). Besides, the performance of the hotel is seemed to be adversely affected for hampering the satisfaction level and loyalty of guests towards the products and/or services offered by the F&B department (Hilton Worldwide, 2014). It has been observed in this context from the literature review that Hilton San Francisco Financial District is identified to face intense competition from competitors that include Marriot and Westin due to its inconsistent performance related to the F&B department. In this context, the inconsistent performance of the hotel has affected its service quality to a considerable extent. Accordingly, the hotel is identified to be ineffective in meeting the desired level of satisfaction as well as loyalty of guest, which in return has affected the performance of the hotel as a whole. Respectively, the hotel is seemed to perform operations with ineffective competitive advantage and service quality as compared to other hotels operating in San Francisco (Hilton Worldwide, 2014; 2AbuKhalifeh & Som, 2012). Section V – Conclusion It can be comprehended from the findings of the research study that Hilton San Francisco Financial District is a renowned hotel operating in San Francisco with diversified operations that include lodging, car parking services, bar, restaurants, business centre and food services. The hotel with the assistance of its diversified services is able to conduct hotel operation with better competiveness and service quality. The F&B department of the hotel is identified to face adequate challenges in the area of timely delivery of services and inadequate service facilities. In this context, the hotel has been performing ineffectively as compared to other hotels, as it is unable to meet the satisfaction level of guests, which in turn is affecting guests’ loyalty. Section VI – Recommendations Based on the findings of the review of guests visiting Hilton San Francisco Financial District and literature review, it can be realised that the F&B department of the hotel has been facing issue in proving quality services to guests in terms of delivery time. Additionally, the hotel faced the issue of inadequate F&B department facilities. In this regard, the F&B department of the hotel is required to adopt service quality dimension with the aim of ascertaining that the guests are offered service quality based on good quality and good service. Subsequently, the F&B department should focus towards ensuring satisfaction as well as loyalty of guests. The F&B department is also required to outdeliver service operations on the basis of three important factors that include service, ambience and quality. Contextually, the hotel will be eased with the opportunity of serving guests with better service provisions and competitiveness. Moreover, the F&B department should develop an effective ‘Information and Commination Technology’ (ICT) in order to ensure that the order of food and beverage services are taken appropriately and accordingly, the guests are required to be delivered with the required services on a timely manner (Rutherford & O’Fallon, 2007). Respectively, by providing quality services, the F&B department will be facilitated to perform its allied activities with better competitive advantages for sustainable hotel operations. References 1AbuKhalifeh, A, A., & Som, A. P. M. (2012). Service quality management in Hotel industry: A conceptual framework for food and beverage departments. International Journal of Business and Management, 7(14), 135-141. 2AbuKhalifeh, A. N., & Som, A. P. (2012). Guest satisfaction and loyalty in food and beverage service department in the hotel industry. Retrieved from http://www.academia.edu/2424791/Guest_Satisfaction_and_Loyalty_in_Food_and_Beverage_service_Department_in_the_Hotel_Industry Attensity. (2011). Hospitality industry report. Retrieved from http://www.attensity.com/assets/industry_report_hospitality.pdf Grzinic, J. (2007). Concepts of service quality measurement in hotel industry. Professional Papers, 81-98. Hilton San Francisco Financial District. (2013). Services. Retrieved from http://www.sanfranciscohiltonhotel.com/services.aspx Hilton Worldwide. (2014). 2013 annual report. Retrieved from http://ir.hiltonworldwide.com/files/doc_financials/Hilton_2013_AR.pdf Khan, K. S., Kunz, R., Kleijnen, J., & Antes, G. (2003). Five steps to conducting a systematic review. Journal of the Royal Society of Medicine, 96(3), 118-121. Rutherford, D. G., & O’Fallon, M. J. (2007). Hotel management and operations. New Jersey: John Wiley & Sons, Inc. Shafiq, Y., Shafiq, I., Din, M. S., & Cheema, K. U. R. (2012). Impact of Service quality on customer satisfaction: a study of hotel industry of Faisalabad, Pakistan. International Journal of Management & Organisational Studies, 2(1), 55-59. TripAdvisor LLC. (2014). Great hotel in Chinatown/ San Fransisco. Retrieved from http://www.tripadvisor.in/ShowUserReviews-g60713-d81038-r197669919-Hilton_San_Francisco_Financial_District-San_Francisco_California.html Read More