GAP ANALYSIS OF-Hotel Langham Place

(London)

By- Sohail KudusiService MarketingLecturer: Dr. Durgesh Batra

Introduction

• Langham Hospitality Group is a luxury hotels operator dating back to 1865, when The 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.

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10 June opening of The Langham, London.Europe’s first ‘Grand Hotel’

the hotel had gained a reputation for attracting the most cosmopolitan and fashionable visitors

installed a new device called a telephone. The 

hotel was given the number 20809,with no less than twenty lines

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

The Langham’s bedrooms were not just places to 

retire to but a place where the most seductive of 

mattresses and pillows soothe you to sweet sleep

Haile Selassie became the second emperor-in-exile to 

stay at The Langham

11 May The Langham planned an entire week of 

festivities

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

The hotel was earmarked for 

restoration

HRH Diana,Princess of Wales,became a regular visitor 

to the hotel,make The Langham a destination of 

choice for fashionable London

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

Expected Service – Perceived 

Service Gap

• Confirmation• Disconfirmation 

• +ve• -ve

When Promises Do Not Match 

Delivery

• Misleading information

The Service Performance 

Gap

• Reliability• Empathy

The Wrong Service Quality 

Standard

Not knowing What 

Customer Expect

• Previous experience

Research Commercial on website

Reservation Contact with the restaurant

Perceived service

Expected Service

Previous Experience

Word of Mouth

Service Gap ModelGap 5

Gap 1Gap 3

Gap 4

Service Gap Model

• Gap 1 Before we arrived the restaurant Previous Experience Misleading information

Service Gap Model

Food and Environment

Service

High Expectation

• Previous Experience

Service Gap Model

• Booking Misleading information

o Theme of the buffeto Pricing

Pushing Customers away Higher expected risk

Service Gap Model

• Gap 3 Reliability

o Timely deliveryo Accurate delivery

Empathyo 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 needso Awareness to customers

Service Gap Model• Gap 4

Service Gap Model

• Environment Open kitchen is not operating Small area for dessert buffet

Thank You