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BHM107 Management In The Service Sector

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BHM107 Management In The Service Sector

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Course Code: BHM107
University: Holmesglen Institute is not sponsored or endorsed by this college or university

Country: Australia


Your task is to develop a case study and analyse the service management of one (1) of the hospitality establishments visited during week 5 site visits.
Please note, it is a requirement that you attend all venues allocated on the day of the site visits. During your visit, you must research (through observation and questioning) several key aspects of the business to form a case study. The case study will then be used as a base to further analyse the service management strategies of that business.
Your case study must include the following:

Brief description of the business (including name, size, location, physical characteristics)
Style of service (eg: hospitality sector; ratio of staff to customers; unique service offerings)
Customer profile (including demographic profile of customers, peak service times)
Service quality indicators (explanation of what the business does to measure service quality) Using the case study information and academic theories, respond to the following questions in report format:
Are there any service quality gaps? Explain your response.
How effective are the quality indicators used by the business, taking into account the customers’ needs?


The following case study aims at the different factors in the hospitality sector. The chosen organization for this case study is the Atlantic Group in Australia. The various factors in the hospitality sector will be discussed in the proper ways like the recruitment of the staffs, the ratio between the staffs and the customers, the location and size of the company, the demographic profile of the customers and many more. The service quality of the chosen organization will have to be analyzed in this section. It is because the service quality and its improvement is very important for the development and competitive advantage of the organization (Hill & Brierley, 2017). The gaps in the service management of Atlantic Group will have to be identified and the ways to amend the gaps will need to be assessed properly. The quality indicators for this chosen organization will have to be discussed in this context as well.
Brief description of the business
Atlantic group is a hospitality house ser in Melbourne that provides the best experiences for the different events like the corporate events, big wedding parties and the intimate events (, 2018). They cater to the desires of the customers of hosting the memorable events, social celebrations and big parties. They are considered as the ‘black sheep’ of the industry. The Atlantic Group serves their customers by providing the hospitality in almost all the major events. They provide the best quality dishes and fantastic service quality experience so the customers can enjoy a fantastic time with them (, 2018).
The location of the Atlantic Group is at Sydney. They are a large size organization as the sset up of the organization is quite nice indeed. The catering options of the company are very well organized. This is why they provide the best services to the customers (Hill & Brierley, 2017).
 The physical environment for the organization Atlantic group is very good since the employee reviews have suggested that the employees have a really good time while working in this area (Best, 2012).  The employees have faced certain challenges like the multiculturalism and other issues. However, the organization is set in a very good position in Melbourne so it will attract a lot of customers. The waterfront locations are very much thrilling and this is one of the major parts of the organization’s physical characteristics. The unique services are provided to the customers in the locations and it serves to the increasing reputation of the organization. The gardens used for the wedding events are very beautifully ornamented. The reception area is very well decorated here indeed (Li, Ye & Law, 2013).  
Service type of the organization
The organization Atlanta Group operates within the hospitality industry. The organization will look to provide the best hospitality services to the people so they can be entertained in the biggest ways. They are very well reputed for organizing the various corporate events, large wedding celebrations, private parties and many more. There are many function rooms for the organization that are spread all around Melbourne. These function venues are very well decorated indeed (Li, Ye & Law, 2013).
The ratio between the staffs and customers is very well scheduled in this organization since they have always prioritized the comfort of the guests in the best manner. The Atlantic Group always tries to provide around 2 to 3 staff per customer ot per room so they can pen down the problems or difficulties those customers might be having. This will enhance the customer service in the best ways.
The Atlantic Group offers several unique things to their customers or the guests. They provide the arrangements for the different types of services within the organizational surroundings that will be much beneficial for the organization indeed (Li, Ye & Law, 2013). The premium catering systems will always be put in the forefront of their service offerings. The creative experts of the company will always provide the customers with the unique service ideas that will be enchanting for them as well (Torres & Kline, 2013).  
The customers might have some themes in their heads but the creative experts of the company will arrange for the boutique style celebrations for the organization. They also have the arrangements for the restaurants, bars and eateries that will give the customers with the added pleasure and joy. The catering services of the company will always give the best experience to the guests. They are always inclined to satisfy the needs of the customers in the best ways. They will always arrange for the best things that will be the ultimate in the culinary experience of the people. They are keen on providing the best quality facilities to the customers in all the probable ways (Torres & Kline, 2013).
Customer profile
The customer profile is a very important and interesting aspect for the hospitality organizations. The Atlantic Group is mainly very much expensive so the business travelers are the main customers for the organization. The corporate events and parties are arranged by the various business organizations. This is why the organization would look to charge good amounts for those events (Mok, Sparks & Kadampully, 2013). The business travelers of the various multinational organizations come in and join the various high profile parties and the expensive corporate events. These events are organized by the company in a fantastic manner indeed (Ryu, Lee & Gon Kim, 2012). Some rich leisure travelers also avail the services of the Atlantic Group in Melbourne as well. These groups often hire their suites for the big wedding ceremonies with hundreds and thousands of guests. They also arrange for the best dishes and the culinary systems of the Atlantic Group satisfy the customers to the fullest indeed (Ryu, Lee & Gon Kim, 2012).
The peak service times are mainly the annual turnover meetings for the big corporate organizations, the wedding season and the Christmas time. The last one is definitely very significant since many people arrange for the Christmas and New Year Eve parties in the best manner. The family reunions, university felicitation programs and many other programs are also arranged in the various locations of the Atlantic Group. The best hotel packages will attract the customers because of the several offers. Apart from that the big movie production houses are also their partners since the grand success parties of the big banner movies are celebrated in these locations as well.
Service quality indicators and their effectiveness
The service quality is one of the main components for the success of the organizations. The needs of the customers will have to be met by the Atlantic Group in order to be very much effective as well (Campbell, Coff, & Kryscynski, 2012). The comparison will have to be done between the expectations of the guests and customers and the things that they actually got. The service quality of the Atlantic Group is much superior to the other competitive organizations. Some of the most important elements for the maintaining the better service quality are the ‘tangibles’, ‘understanding and caring’, ‘assurance’, ‘convenience’ and ‘adequacy in service supply’. The guests are taken care in a grand manner in the Atlantic Group. The guests are assured by the authority about the best services in terms of the best rooms, banquet halls, areas for the celebration and the food qualities (Campbell, Coff, & Kryscynski, 2012).
These indicators are very well maintained and the needs of the customers are met as well. The customers and guests are always very happy about the services that the hotel authorities provide. All the banquet halls, large rooms and the dining areas are very well decorated with the latest technologies being implemented properly. This is why the services are very much effective for the sake of the guests and customers (Gamble, Thompson & Peteraf, 2013). 
Service quality gaps
One of the biggest backdrops for the hospitality industry is its service quality gaps. These gaps deteriorate the service quality i.e. being provided to the customers. Some service quality gaps have been noticed in the case of Atlantic Group as well. It has been found that the ill effects of multiculturalism have haunted the organizational culture of the hotel. This is why the relationship between the customers and the employee hailing from the different ethnic backgrounds has not been that much fruitful yet (Boella & Goss-Turner, 2013). The internal communication between the employees is not up to the mark as well. This has a negative impact on the timely service delivery by the employees. This can be considered as another service gap as well (Brotherton, 2012). 
As per the above discussion it can be concluded that the Atlantic Group is considered to be one of the best service providers at Melbourne in Australia. They have been very much serious and efficient about maintaining their service quality in the best ways indeed. These service quality indicators for the company have been discussed and service gaps have been identified as well. The customer profile will help the customers to provide the best services. It is very important to be efficient and consistent in providing the best services to the customers over a long period of time.
References (2018). Melbourne Function Venues for Hire | Premium Events Catering Melbourne. Retrieved from
Best, R. (2012). Market-based management. Pearson Higher Ed.
Boella, M., & Goss-Turner, S. (2013). Human resource management in the hospitality industry: A guide to best practice. Routledge.
Brotherton, B. (Ed.). (2012). International Hospitality Industry. Routledge.
Campbell, B. A., Coff, R., & Kryscynski, D. (2012). Rethinking sustained competitive advantage from human capital. Academy of Management Review, 37(3), 376-395.
Gamble, J. E., Thompson, A. A., & Peteraf, M. A. (2013). Essentials of strategic management: The quest for competitive advantage. McGraw-Hill/Irwin.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802.
Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure. Routledge.
Torres, E., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), 642-659.
Ryu, K., Lee, H. R., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Wu, H. C., & Ko, Y. J. (2013). Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 14(3), 218-244.

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