Development of measures to increase the quality of services of Ichan Qala hotel

1.

Department of Management
Development of measures to increase the quality of services of Ichan Qala hotel
Bachelor Paper
Name, Surname: Umid Khurramov
Scientific Supervisor: Mg.soc. Julija Mironova
Date: 13.06.2024
ISMA – YOUR WINGS INTO THE FUTURE

2.

Object of the study: Entrepreneurial activity of Ichan Qala hotel
Subject of the study: Improvement of the quality of service at Ichan Qala hotel.
Aim of the study: To propose recommendations for improving quality service at Ichan Qala hotel
Problem of the study: Ichan Qala hotel has negative financial performance due to low quality of
service.
Hypothesis: If Ichan Qala hotel applies the proposals into practice, it will have better quality of
service and eventually have positive economic benefit.
Research methods: literature review, primary, secondary methods, SWOT, PESTEL, data
collection and analysis.
Objectives:
• To study the theoretical features of the quality of services in public catering;
• To make an analysis of the entrepreneurial activity of Ichan Qala hotel;
• To analyze the financial performance of Ichan Qala hotel;
• To conduct the analysis of quality of service at Ichan Qala hotel;
• To develop measures for improvement of quality of service at the enterprise;
• To calculate the economic justification of proposals.

3.

The five-stage model of A. Parasurman
Consumer expectations and management response
Perception of management and service quality specifications
Quality of Service Specifications and Service Delivery
Service delivery and external relations
Expected service and perception of the service provided

4.

General information about Ichan Qala hotel
The hotel is a villa type with an Oriental
architecture. The courtyard has a
decorative garden with exotic plants
and a nice fountain. There are 6
categories of rooms. Really, a guest gets
into an atmosphere of Silk Road’s 1001
nights.
The main services of the hotel include
accommodation and catering services.
Hotel accommodation is provided in
rooms of the category’s “Deluxe King
Room”, “Superior King Room”, “Junior
Suite Room” and “Senior Suite Room”.
Meals are provided for guests in the
room or in the cafe of the hotel
complex.

5.

The organizational structure of Ichan Qala hotel
General
Manager
Front Office
Manager
Security staff
Maintenance
Groundkeeper
Accountant
Controller
Restaurant
Manager
Housekeeper
Maids
Houseman
HR
Department
Cook
Host
Dishwasher
Waiter Staff
Bus Staff

6.

Description of type of room in Ichan Qala hotel

7.

Financial indicators of Ichan Qala hotel
2021
2022
2023
Sales
358,000
412,800
405,900
Cost of service provided
175000
214600
225600
Gross Profit
183,000
198,200
180,300
Administrative
65800
72800
75,000
Marketing
12,400
21,400
18,800
Operational
31,700
38,700
29,600
Operating profit
73,100
65,300
56,900
Income tax (15%)
10965
9795
8535
Net Income
62,135
55,505
48,365
Profitability Index
17%
13%
12%
Expenses:

8.

Strengths
SWOT analysis
Convenient location of the hotel;
Certification of the hotel for the four-star
category;
Availability of sufficient financial resources
for further development of the hotel;
Varied restaurant menu;
Good image of the hotel;
Historical design of the hotel.
Improving the quality of service will increase the tour.
flow and will lead to increased demand in the market;
Inclusion of the company in the global reservation
network;
Expansion through the opening of a new hotel;
Development and implementation of a quality
management system at the enterprise that meets
international standards;
OPPORTUNITIES
WEAKENESSES
Ineffective management, inability to work with
regular clients;
The organization does not have a quality
management system;
Lack of experience in marketing research;
Weak organization of the marketing
information system in the enterprise;
Inefficient use of workers;
Lack of a clear strategic direction;
Poor understanding of the market.
Curtailment of business activity due to global
changes in the external environment.
Entry of an active network player into the
market and construction of a new hotel
Increased competition from rivals who more
quickly adapt to changes in consumer
preferences.
Increasing competitive pressure;
The possibility of new competitors;
Growth of payment for resources
THREATS

9.

Questionnaire
Purpose: To analyze the quality of service of Ichan Qala hotel
Period: 20.04.2024-15.05.2024
Total number of questions: 8
Total number of participants: 62
Survey in languages: Uzbek, Russian and English
Place of survey: Ichan Qala hotel

10.

Survey results
How do you evaluate the quality of
services of Ichan Qala hotel?
How often do you visit Ichan Qala hotel?
Only once
“What aspects of service quality
should Ichan Qala hotel improve?”
Very satisfied
Problem with language
Once a year
Satisfied
Once in six months
Neutral
Wi-fi problem
Poor service for disabled people
Noisy atmosphere
Once in three months
Unclean rooms
Dissatisfied
No excursions offered
Once a month
Very dissatisfied
0
5
10
15
20
25
30
Improper reception service
0
5
10
15
20
25
0
10
20
30
40
50

11.

Measures to improve the quality of service of Ichan Qala hotel
Improving the work of the reception service;
Expanding the list of additional hotel services
by creating an excursion department;
Improving the work of maids;

12.

Estimated growth of Ichan Qala hotel during 2024-2028 after
improving reception service quality
€ 60 000
€ 58 000
€ 56 000
€ 54 000
€ 52 000
€ 50 000
€ 48 000
€ 46 000
2024
2025
2026
2027
2028

13.

Conclusion
The aim of this Bachelor paper is to propose recommendations for improving quality service at Ichan Qala hotel.
Research Problem: Ichan Qala hotel has negative financial performance due to low quality of service.
Hypothesis: If Ichan Qala hotel applies the proposals into practice, it will have better quality of service and
eventually have positive economic benefit.
If Ichan Qala hotel implements the proposals the hotel will gain more then 60,000 Euro in 2028.
The hypothesis has been confirmed.

14.

Thank you for your attention!