Businesses choose to implement tools to determine customer satisfactions levels, such as the SERVQUAL technique that compares customer perceptions of quality against customer expectations (Morrison, 2010). Under the SERVQUAL model, the five dimensions of service are:

1. Reliability: where the quality and level of service is consistent

2. Assurance: knowledge and courtesy of staff and their ability to convey trust and confidence

3. Tangibles: the organizations physical facilities, equipment, and appearance of staff

4. Empathy: the degree of caring, individualized attention that the organizations staff provide to its customers

5. Responsiveness: the willingness of staff to help customers and provide prompt service

You can remember these five dimensions by using the acronym RATER. When these dimensions are consistently met, a company is well on its way to becoming customer oriented.

Accent Inns is an award-winning, family-owned and operated company based in Victoria with hotels located in Victoria, Richmond, Burnaby, Kelowna, and Kamloops. All Accent Inns have developed a reputation for their quality, reasonable rates, and excellent service. Guest and staff satisfaction are key components of their service culture to treat every guest like family. The team at Accent Inns put great effort into making every customer interaction memorable.

In 2013, Accent Inns committed to incorporating customer service training at each property to be delivered by Accent Inns assistant general managers (AGMs). Core outcomes were to raise the level of service, empower front-line staff with the tools to exceed guest expectations, and strengthen the facilitation and coaching skills of the AGM team. Building on the businesss existing training culture and strong corporate values, WorldHost Training Services created a customized half-day program for the AGMs to use in their hotels. To prepare, the AGMs completed an experiential 1.5-day train-the-trainer session. An emphasis on coaching support and a team facilitation approach led many to gain confidence in this new role. One trainer excelled and was selected as the full-time trainer for Accent Inns. Working with the human resources team from Accent Inns, WorldHost also completed a needs analysis at each property to ensure staff had input into future training. Training continues to be developed and delivered internally. According to Kathy Gaudry, human resources manager for Accent Inns, The WorldHost team was fantastic; they worked hard to ensure the training was completely relevant to our employees and our culture. The results were phenomenal our junior leaders have acquired the skills they need to deliver training locally to their own teams we couldnt be happier.

Visit the Accent Inns website and review the information to answer the following questions about their customer service culture:

1. What kind of experience do you expect by reading the websites information and looking at the pictures? What kind of service do you feel the inns provide?

2. Visit TripAdvisor and look up any of the Accent Inn locations.

a. Select a review for families.

What does the reviewer say about the property?

How does Accent Inns respond?

b. Select a review for solo travellers.

What does the reviewer say about the property?

How does Accent Inns respond?

c. Are there any negative reviews?

If so, how does Accent Inns respond?

3. Now that youve reviewed the case study, the website, and TripAdvisor for Accent Inns, use the RATER dimensions to provide examples of how Accent Inns is using the SERVQUAL model.

Reliability:

Assurance:

Tangibles:

Empathy:

Responsiveness: