GAP ANALYSIS OFHotel Langham Place

(London)

Service Marketing
Lecturer: Dr. Durgesh Batra

By- Sohail Kudusi

Introduction
Langham Hospitality Groupis a
luxury hotels operator dating back to
1865, whenThe Langham, London
originally opened as Europe's first
'Grand Hotel.
Langham Hotels International is
wholly owned by the
Great Eagle Group, one of Hong
Kong's leading property companies.

10 June
opening of
The Langham,
London.Europ
es first
Grand Hotel

The Langhams
bedrooms were not
just places to retire to
but a place where the
most seductive of
mattresses and
pillows soothe you to
sweet sleep

the hotel had

gained a reputation
for attracting the
most cosmopolitan
and fashionable
visitors

186
5

188
8

installed a new
device called a
telephone. The
hotel was given the
number 20809,with
no less than twenty
lines

189
0

191
9

The BBC(Baikal Business

Center) bought the hotel
from The Langham Hotel
Company and The BBC
Club Restaurant and bar
operated literally inside
The Langham

Haile Selassie
became the
second
emperor-in-exile
to stay at The
Langham

193
0

The Langham was

the scene of a
party,given to
celebrate the first
non-stop flight
across the Atlantic
by John Alcock and
Arthur Brown

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6

193
7

11 May The
Langham
planned an
entire week of
festivities

HRH Diana,Princess of
Wales,became a regular
visitor to the hotel,make
The Langham a
destination of choice for
fashionable London

196
5

198
6

The hotel
was
earmarked
for
restoration

199
1

200
4

operated
Langham
Place Hotel
located in
Mong
Kok,Hong
Kong

Service Concept
Core Concept
Luxury
Supporting Concept
Romantic, Relaxing Atmosphere
Convenience

Service Strategies
Better Training of staffs
Be familiar with their services

Customers Expectations
1. Desire level of
service

(what the customer

wants)

2. Adequate level of service

(What the customers are willing to
accept)

3. Predicted level of service

(What the customers believe is most like
to occur)

Service Blueprint

Service Blueprint

Service Gap Model

Not
knowing
What
Customer
Expect

Previous
experience

The Wrong
Service
Quality
Standard

The
Service
Performan
ce Gap

When
Promises
Do Not
Match
Delivery

Expected
Service
Perceived
Service
Gap

Reliability
Empathy

Misleading
informatio
n

Confirmation
Disconfirmat
ion
+ve
-ve

Service Gap Model

Expected
Service

Previous
Gap 5
Experience
Word of
Mouth
Reservatio
n

Gap 1
Research

Contact
with the
restaurant

Gap 4

Commercia
l on
website

Perceived
service
Gap 3

Service Gap Model

Gap 1
Before we arrived the restaurant
Previous Experience
Misleading information

Service Gap Model

Previous
Experience
Food and
Environme
nt

High
Expectati
on
Service

Service Gap Model

Booking
Misleading information
o Theme of the buffet
o Pricing

Pushing Customers away

Higher expected risk

Service Gap Model

Gap 3
Reliability
o Timely delivery
o Accurate delivery

Empathy
o Individualized attention

Service Gap Model

Order Taking
Not familiar with the menu
Main course is not timely
delivered
Repeat our order to prevent
error

Service Gap Model

Personal Service
Highly developed interpersonal
service
o Collect plates immediately when
away from table
o Responds to our needs
o Awareness to customers

Service Gap Model

Gap 4

Service Gap Model

Environment
Open kitchen is not operating
Small area for dessert buffet

Thank You