Part A Worksheet: Traditional Service Evaluation: Customer Experience Mapping

One of the most impressive cathedrals in England is Exeter Cathedral.
It is regarded as a premier
example of Anglican cathedral architecture and Gothic architecture. This structure has been
standing since the eleventh century, and it was once rebuilt in the thirteenth. It is clear from the
figures that more than 1 lac people visit Exeter each year that this Cathedral has emerged as the
city's top tourist destination. When considering the factors that have contributed to increased
tourism in Exeter, it becomes clear that there are three main factors at play: the location's status
as a place of worship, its appeal to tourists, and its use as a venue for numerous special events
that Exeter organizes for niche audiences (Atherton, 2020).
According to the fundamental market statistics, the bulk of visitors, or 55%, were mostly
64 years old as during off-peak. 65 percent of the tourists were engaged, fifty-two percent were
in the workforce, sixty-three percent had a higher education, sixteen percent were retired, and
sixteen percent were students. Geographically speaking, 52 percent of respondents of visitors
came from the U.k. Visitors from Germany made up 10% of the total, while those from the
Netherlands and France made up 8% of the total. The top three reasons people go to Exeter
Cathedral are to learn something new, view a well-known destination, and bring friends or
family. The data also reveals that 82percent of the total of the individuals were first-time visitors
to the cathedral (Smart et al., 2020).
A team of personnel is hired to provide an effective Cathedral offering so that the value
proposition of this location is successfully given to the tourists. The team of employees consists
of the desk and booking staff, tour guides, desk staff, stewards' crew, and café staff. The primary
goal of the current paper is to undertake a critical assessment of the services provided to visitors
to Cathedral. The investigation' conclusions will aid in identifying potential for enhancing Exeter
Cathedral's tourism service offering.
PART A
Worksheet: Traditional Service Evaluation:
Customer Experience Mapping:
Six maps will be used to assess the customer experience at Exteter Cathedral. From the first
customer map, it is clear that the customer found the high admission price for visitors to visit the
location annoying and thought the desk operator was unpleasant. The fact that the client didn't
appear to enjoy his visit since there wasn't much to see, there weren't any good exhibits, and he
couldn't locate any restrooms nearby was another source of dissatisfaction. The instrument and
choral practice he heard at Exeter Cathedral only made him happier.
The second customer map revealed that the customer was pleased with the amount of room
outside of the cathedral where kids could play and chase pigeons, and that he was amazed by the
outside splendor of the Exeter Cathedral. The second customer was similar to the first in that
they both found it challenging to locate restrooms for kids. They were also both startled at the
expensive tourist fees that had to be paid at the desk in order to access Exeter Cathedral. This
customer also said that using the restroom was a little challenging because an activation code
was needed to exit the main building.
Third map included that Customers love the Cathedral’s lush surroundings as soon as they arrive.
Due to the breathtaking flora surrounding the campus, visitors are astounded by the wonderful
experience they have as soon as they arrive. When customers first arrived, they felt it to be
incredibly thrilling to view the Cathedral's outside beauty. They were overjoyed to see plenty of
room for the kids to run around and follow the pigeon. Customers were drawn in by the
cathedral's lush surroundings because they thought it was lovely and full of life.
Customers said the building was really beautiful and vibrant. The clients were in awe of the
surrounding vegetation. People liked witnessing the lunchtime gathering. According to a
customer review, the client arrived Exeter on a day trip to escape the weather and was instead
left speechless by the cathedral's entry door that which door to use to enter was a mystery to the
consumer. Customers praised the cathedral's entry area for its beauty and its lush surroundings.
Customers adore the restaurants and building façade. They enjoy their delightful experience of
viewing the Cathedral's front. This is the revealing of fourth map.
Due to the constrained parking lot capacity, several clients had issues. They react negatively to
when others park their cars. The majority of customer evaluations claimed that the exorbitant
entry fee and welcoming desk surprised and irritated them. Because of the schoolchildren's
obstruction of the entry, several customers were irritated. Due to the lengthy wait at the entry hall
caused by the high number of schoolchildren, they appeared to be irritated.
Fifth map includes that the clients were somewhat concerned about the noisy youngsters, but
they soon got over it and liked seeing all the kids participating in the activity. Customers
observed and generally appreciated the trip. The majority of clients claimed that the expert
guide's assistance made the session pleasurable as well. The tour leader was very animated and
encouraged everyone to participate in and enjoy the excursion. The campus's stunning
architecture and rich history astounded the patrons. The cathedral's café section was put out in a
way that entertained and delighted the patrons, while being somewhat removed from the main
structure.
The 6th customer map shows that this client is likewise pleased with the stunning Cathedral
entrance and especially enjoys the lovely surroundings there. Unlike the other clients, this one
was not irritated by the exorbitant admission prices to Exeter Cathedral. Another significant
discovery from the sixth client's customer experience map was that he had nothing but nice
things to say about Exeter Cathedral because he had even posted a favorable comment on his
tour of the building. The trip fascinated and informed him, he thought.
The examination of the preceding six customer maps makes it clear that while the majority of
customers were thrilled with the Exeter Cathedral's stunning structure and surroundings, they
were dissatisfied with the expensive admission prices. The investigation also revealed that most
visitors were dissatisfied with the restrooms and that others had trouble figuring out which door
they needed to pass through at the entry.
SERVQUAL:
Quality Item Mean Mean Gap
Dimension Expectation Perception
Tangibles 1 Up-to-date equipment 3.9459 4.5676 0.6217
2 facilities visually appealing 4.1892 5.5676 1.3784
3 employees well dressed and 5.0270 4.8378 -0.1892
appear neat
4 Appearance in keeping with 4.5405 5.4324 0.8919
the type of service provided
Reliability 1 When they promise to do 5.5676 4.6486 -0.919
something by a certain time,
they do so
2 When customers have 5.6216 4.6216 -1
problems, they are
sympathetic and reassuring
3 Dependable 4.4324 5.3784 0.946
4 Provide services at the time 5.4865 4.4324 -1.0541

they promise to do so
5 Keep records accurately 4.5135 4.6216 0.1081
Responsivenes 1 Tell customers exactly when 5.4865 4.7568 -0.7297

s services will be performed
2 It is realistic to expect 5.4054 5.0000 -0.4054
prompt service from
employees
3 Employees always willing to 6.2432 4.3514 -1.8918

help customers
4 Employees should never be 4.6216 4.3243 -0.2973
too busy to respond to
customer requests promptly
Assurance 1 Able to trust employees 5.5405 4.6216 -0.9189
2 Customers feel safe in their 5.6486 5 -0.6486
transactions with employees
3 Employees are polite 6.0270 5.2703 -0.7567
4 Employees get adequate 5.4865 4.5135 -0.973
support to do their jobs well
Empathy 1 Give customers individual 4.6757 3.9189 -0.7568
attention
2 Employees give customers 4.8108 4.0811 -0.7297
personal attention
3 Employees know what the 5.5135 5.0541 -0.4594
needs of customers are
4 Employees to have customer 4.7568 4.1892 -0.5676
best interests at heart
5 Operating hours are 5.5135 5.1081 -0.4054

convenient to all their
customers
Calculate the average gap score for each quality dimension:
QUALITY DIMENSION MEAN MEAN GAP

EXPECTATION PERCEPTIO
N
TANGIBLES 4.4257 5.1014 0.6757
RELIABILITY 5.1243 4.7405 -0.3838
RESPONSIVENESS 5.4392 4.6081 -0.8311
ASSURANCE 5.6757 4.8514 -0.8243
EMPATHY 5.0541 4.4703 -0.5838
Customer Satisfaction:
Calculate the mean average customer 4.3243
satisfaction score:
a. Evaluate the customer satisfaction of visitors to Exeter Cathedral:
The level of satisfaction among visitors will indicate whether they want to come back to Exeter
Cathedral time and time again. Whether or not tourists recall their time at Exeter Cathedral and
whether or not they would encourage others to go there depends on their level of satisfaction and
type of encounter.
The data indicates that the majority of visitors had a pleasant experience. The majority of visitors
reported high levels of satisfaction, with 48.65% of visitors rating their experience as five out of
five, and 35.14 percent rating it as four out of five. The statistics showed that the mean average
customer satisfaction score was 4.3243. These high degrees of fulfilment may be explained by
encounters with the Cathedral, knowledge gained about it, and the aesthetic qualities of the
structure.
b. Using the data available in the survey, how might we explore satisfaction further?
Other elements might be taken into account to further investigate satisfaction. Demographic
factors including age, gender, and the number of children living in the home, education level,
work position, and marital status can all be used to determine contentment. The visitor's location,
such as whether they are from the UK or abroad, can also be utilized to gauge satisfaction. The
level of enjoyment may also be measured in terms of memorability, return intent, referral to
others, and sort of experience, such as amusing, instructive, escapism, provocative, or beautiful.
Part B: Text Analysis

The reviews left by visitors on the cathedral's TripAdvisor website have been analyzed. The
TripAdvisor might be critically examined to assess the cathedral's visitor experience. The
capacity of the natural language processing algorithm to extract information from visitor
evaluations led to its usage. These evaluations incorporate the remarks and feelings of the guests
(Allal-Chérif, 2022).
The investigation was primarily centered on four main features of visitor interactions. The four
main factors covered by the conceptual framework were pricing, staff, supporting services, and
interpretation offers. The interpretation services offered included a cathedral concert, evensong, a
roof tour, a guided tour, an audio tour, an audio guide, a brochure, and an audio tour. The
personnel, which comprised a volunteer tour guide, a receptionist, workers, volunteers, and
more, was another part of visitor engagement. Supporting services, which comprised a café, a
cathedral cafe, a gift shop, a cathedral shop, a refectory, a bookshop, a cloister cafe, and
restrooms, made up the third important part of tourist contact. Price, which includes entrance
fees, admission fees, ticket prices, admission prices, and entry fees, is the fourth significant
factor in tourist interactions (Byng, 2014).
According to the customer's evaluation, the admission charge was excessive and they were
required to pay even if they did not want to take a tour, which made them unhappy. The majority
of patrons were shocked by the admission cost, which they thought was very exorbitant. The
cathedral should create a contribution mechanism, according to client suggestions. Due to the
fact that there was no waiting time provided for consumers, many of them thought the attendant
was very helpful.
All of the visitors to the Cathedral had different opinions about the tour. While a few customers
were bored and irritated, others thought it was lovely and tranquil. Customers complained that
the guided tour was uninteresting and that there wasn't much to see or enjoy because of the three-
hour time delay. Customers were irritated by the lack of exhibits and signs along the path
throughout the trip. The choir and organ practice was really calming and beautiful, according to
the audience.
Sentimen
ID t Score Categories
0.85685
1 positive 1 Digital/Non-Digital Interpretation Offerings, Staff
0.29571
2 negative 5 Digital/Non-Digital Interpretation Offerings
0.53775
3 neutral 1 Digital/Non-Digital Interpretation Offerings
0.53954
0.82965
5 positive 5 Digital/Non-Digital Interpretation Offerings
0.09959
6 negative 9 Digital/Non-Digital Interpretation Offerings, Price
7 positive 0.95225 Digital/Non-Digital Interpretation Offerings
0.99413 Digital/Non-Digital Interpretation Offerings, Supporting
8 positive 1 Services
0.97551
0.47835
0.70712
0.78879
0.91478
Digital/Non-Digital Interpretation Offerings, Supporting
16 positive 0.96504 Services
0.99383
0.89359
18 positive 2 Digital/Non-Digital Interpretation Offerings, Price
0.67011
0.98133
21 neutral 7 Services
0.91953
0.94122
0.29820
0.39603
26 negative 3 Digital/Non-Digital Interpretation Offerings, Staff
0.93232
0.99586
29 negative 0.38984 Services
0.65163
0.98813
0.32372
0.94754
0.79690
35 negative 0.39982 Services
0.94867
0.94426
38 positive 0.62119 Digital/Non-Digital Interpretation Offerings, Price
3
0.97717
0.80271
0.35948
0.97184
0.91907
0.99852
0.73811
0.87225
0.61944
0.79470
51 positive 3 Price
52 positive 0.81369 Supporting Services
0.74091
53 positive 7 Price
0.84802
54 positive 2 Supporting Services
0.76427
0.83197
0.62756
0.59960
58 neutral 3 Supporting Services
0.96136
0.48852
0.86719
62 negative 0.25997 Price
5
0.68593
0.76526
64 positive 3 Supporting Services, Staff
0.23150
65 negative 2 Supporting Services
0.77657
0.08894
67 negative 7 Supporting Services, Staff
69 neutral 0.54794 Supporting Services
0.82017
0.28230
71 negative 5 Supporting Services
0.91136
0.79272
0.86892
0.80813
0.87741
0.92337
0.80585
0.96064
0.82008
0.67348
0.67451
9
0.76759
0.63274
0.87442
0.63712
0.93451
0.85420
0.90808
0.90441
0.92743
95 positive 4 Staff
0.77189
96 positive 8 Staff
0.05835
97 negative 1 Staff
0.11230
98 negative 5 Staff
0.92823
99 positive 2 Staff
0.75328
100 positive 9 Staff
0.83328
0.74816
0.83299
0.60974
0.77086
106 positive 0.64068 Supporting Services, Staff
0.90684
107 positive 5 Staff, Price
0.83598
0.92125
0.46761
110 neutral 9 Staff
0.63799
0.27234
112 negative 8 Staff
113 negative 0.37303 Staff
0.67308
0.30226
0.76781
0.25093
0.90205
0.90876
0.91943
0.74597
0.82627
0.57859
123 neutral 7 Staff
124 positive 0.72517 Staff
0.68846
0.96164
127 positive 0.81321 Staff
0.80565
0.08008
0.08897
0.81334
0.99907
0.04197
0.74714
0.82597
0.92702
0.66106
0.04180
138 negative 6 Supporting Services, Staff
0.37038
0.21228
0.67397
0.30636
0.97148
143 positive 7 Supporting Services, Price
0.65908
0.95224
0.81371
149 positive 5 Services, Staff
0.96332
0.75510
0.91945
153 neutral 2 Services
154 negative 3 Services
0.48299
0.97876
0.46663
157 neutral 1 Supporting Services, Price
Customers found the Cathedral to be quite calm and quiet, according to reviews of the trip. Due
to the organ playing, the clients felt the location to be really calming and spiritual, which caused
them to stroll around and take in the ambience. Many visitors reported feeling a little disoriented
at various times during the trip, but they used the audio guide to comprehend the surroundings
and learn a lot of information. There was a movie room in the facility, and it was fairly
interesting for the patrons (Lepine, 2021).
Row Count of
Labels ID
1 star 4
2 stars 5
3 stars 14
4 stars 35
5 stars 99
Grand
Total 157
The dissatisfaction of the clients was mentioned in the reviews of the campus facilities. They
discovered that the store was rather small and that consumers had trouble finding the restrooms.
The majority of visitors were irritated with the cathedral's amenities, especially the difficult-to-
find restrooms that made it challenging to bring children. Obtaining an access pass and leaving
the main building to use the restroom was extremely annoying for the consumers. They also
observed that the businesses were somewhat sequestered from the main structure. Customers
found it difficult to quickly use their amenities as a result of this.
Part C – Recommendations:
Exeter Cathedral's strategic goals include increasing its capacity for prayer, developing disciples,
and serving others joyfully. This is accomplished via regular prayer and worship, hospitality and
pastoral care, collaborative learning, community service, and the development of disciples. The
organization plans to provide facilities for all tourists as part of its goal to welcome people from
all around the world (Lepine, 2021).
Exeter Cathedral creates an annual report each year to display the financial account. Donations,
bequests, events, and investment income receipts will total £ 1, 84,000 in 2020 as opposed to £ 2,
46,000 in 2019. Due to a shortage of events and a decline in investment income brought on by
the COVID-19 epidemic, the revenues decreased. The pandemic has a significant influence on
the capacity to generate money through events. The investment fund did, however, appear to
have recovered by year's end. After the limitations were loosened in 2021, fundraising efforts
restarted.
The title of the cathedral should be inscribed in block characters on the entry gate board, and the
entrance area should not be obstructed by schoolchildren. Customers will have no trouble
spotting the entry door as a result. The committee should talk about the contribution system to
solve the issue with the high entry cost that consumers are having. The admissions staff should
be very kind and straightforward with the consumers, and they should do all in their power to
provide a hassle-free access for the customers regardless of how long they have to wait in line
(Oriade, & Cameron, 2018).
Most visitors to the cathedral thought the admission costs to be exorbitant, which irritated them.
The entry charge should be regarded as being somewhat inexpensive, or a contribution system
may be put in place. The kid’s activities pack should be distributed in the form of passes for the
kids so that the parents may explore the Cathedral without having to worry about the youngsters.
The kids should have easy access to the restrooms. Place appropriate signs directing people to
the restrooms in the vicinity of the main building (Jradi et al., 2018).
Children shouldn't need an access code to use the restroom. At different spots in the cathedral,
there should be signs directing visitors and serving as a guide so that visitors don't need an audio
tour to learn about the region. The direction boards should clearly indicate the way to allow for
simple wandering. For clients to have easy access to the café, it should be built close to the main
building. At order to prevent complaints about cold food or poor service, hot food should be
supplied in cafés (Păcurar et al., 2021). There should be a lovely cafe setup erected next to the
campus's main building, and the disabled should have special access to the restrooms, which
should also be placed close to the main building.
References
Atherton, I. (2020). Visiting England’s Cathedrals from the Reformation to the Early Nineteenth
Century. In Pilgrimage and England's Cathedrals (pp. 75-108). Palgrave Macmillan, Cham.
Allal-Chérif, O. (2022). Intelligent cathedrals: Using augmented reality, virtual reality, and
artificial intelligence to provide an intense cultural, historical, and religious visitor experience.
Technological Forecasting and Social Change, 178, 121604.
Byng, G. (2014). The Function and Iconography of the Minstrels’ Gallery at Exeter Cathedral.
Journal of the British Archaeological Association, 167(1), 133-153.
Buchanan, A. C., & Webb, N. J. (2018, July). Two-and three-dimensional geometry in Tierceron
vaults: A case study of Exeter cathedral. In Building Knowledge, Constructing Histories:
Proceedings of the 6th International Congress on Construction History (6ICCH 2018) (pp. 391-
97). London: CRC Press.
Jradi, W., Messaadia, M., Louis, A., & Heutte, L. (2018, October). Analysis of items
recommendations methods for heritage sites. In 2018 Metrology for Archaeology and Cultural
Heritage (MetroArchaeo) (pp. 532-536). IEEE.
Lepine, D. (2021). The History of England’s Cathedrals. By Nicholas Orme. 240mm. Pp xii+ 304,
76 col ills, 15 maps and plans. Impress Books, Exeter, 2017. isbn 9781907605925.£ 20.00 (pbk).
The Antiquaries Journal, 101, 440-442.
Oriade, A., & Cameron, H. A. R. R. Y. (2018). Cathedral tourism. Special Interest Tourism:
Concepts, Contexts and Cases, 40-51.
Păcurar, C. M., Albu, R. G., & Păcurar, V. D. (2021). Tourist route optimization in the context of
Covid-19 pandemic. Sustainability, 13(10), 5492.
Smart, A., Manchanda, P., Bonnin, G., & Georges, V. D. S. (2020). Understanding visitor
experience interactions at cultural heritage sites: A text analytics approach. CAUTHE 2020: 20:
20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events, 594.

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Part A Worksheet: Traditional Service Evaluation: Customer Experience Mapping

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One of the most impressive cathedrals in England is Exeter Cathedral.

Worksheet: Traditional Service Evaluation:

Customer Experience Mapping:

4 Provide services at the time 5.4865 4.4324 -1.0541

Responsivenes 1 Tell customers exactly when 5.4865 4.7568 -0.7297

3 Employees always willing to 6.2432 4.3514 -1.8918

5 Operating hours are 5.5135 5.1081 -0.4054

Calculate the average gap score for each quality dimension:

QUALITY DIMENSION MEAN MEAN GAP

a. Evaluate the customer satisfaction of visitors to Exeter Cathedral:

Part B: Text Analysis

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