Assessfy Business Functions Lab Moderate 6 milestones 100 marks

Enhancing Service Quality Using SERVQUAL Framework in a Mid-Tier Indian Hotel Chain

Function: Operations Industry: Hospitality Function: Operations Type: Business-function applied project Team: up to 4 Assessment: 6 milestones (100 marks)

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About this project

Objective: To measure and improve service quality in a hospitality firm using the SERVQUAL model, leading to actionable recommendations for operational excellence.

Many mid-tier hotels in India face intense competition and customer retention challenges due to inconsistent service quality, leading to negative reviews and lost revenue. With the growth of online travel platforms, even minor service lapses are quickly amplified, making operational excellence critical for survival and growth.

The project will apply the SERVQUAL framework to diagnose service quality gaps by collecting and analyzing guest feedback, staff interviews, and operational data. The team will design and administer surveys, benchmark against competitors, and use statistical tools for gap analysis.

Deliverables include a detailed SERVQUAL analysis, identification of key operational gaps across tangibles, reliability, responsiveness, assurance, and empathy, and a structured improvement plan with prioritized initiatives and measurable KPIs. Data visualizations and executive summaries will support the findings.

Business impact includes improved guest satisfaction scores, increased repeat bookings, and operational recommendations that inform management decisions on process redesign, training, or technology investment, directly supporting the hotel's competitive positioning.

Milestones

1. Problem Definition & Business Case

10 marks 14d

Define the operational service quality problem in the context of the selected hotel; submit a brief with business case, objectives, and stakeholder map; reviewed by faculty and industry mentor.

2. Domain Research & Data Gathering

12 marks 21d

Conduct literature review on SERVQUAL, analyze competitors, design guest and staff surveys, and collect initial data; submit research summary and survey dataset for review.

3. Solution Design / Methodology

13 marks 21d

Detail the SERVQUAL-based approach, survey instruments, data analysis plan, and benchmarking methodology; submit methodology document and receive approval from faculty.

4. Build / Analysis & Implementation

28 marks 35d

Analyze survey and operational data, perform SERVQUAL gap analysis, and identify root causes; deliver draft findings and data visualizations for mid-project review.

5. Validation & Results

22 marks 28d

Validate results through triangulation (secondary data/industry benchmarks), stakeholder feedback, and pilot test improvement recommendations; submit validated analysis and pilot outcomes for assessment.

6. Final Report & Presentation

15 marks 21d

Prepare and deliver a comprehensive report and executive presentation summarizing findings, improvement plan, KPIs, and business impact; assessed by panel of faculty and industry experts.

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Skills you'll learn

HospitalityOperationsOperations management and service quality frameworksSurvey design and administrationStatistical data analysis (descriptive and inferential)Benchmarking and competitor analysisData visualization and reportingTeam communication and stakeholder engagementProblem-solving with actionable recommendations

Tools used

MS Excel (data analysis and charting)Google Forms or SurveyMonkey (survey administration)Tableau or Power BI (data visualization)SERVQUAL questionnaire frameworkPublic datasets (e.g.TripAdvisor reviews for benchmarking)Statistical analysis tools (SPSSJASPor R—optional)CRM system data (if available from the hotel)

Prerequisites

Basics of Operations ManagementIntroduction to Statistics/Data AnalysisBusiness CommunicationFundamentals of Marketing or Service Management

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