Total Quality Management Application

This assignment delves into the practical applications of Total Quality Management (TQM) across diverse fields. Students are expected to analyze relevant case studies and research papers to demonstrate how TQM principles are implemented and their impact on organizational performance. The focus is on understanding the practical benefits and challenges associated with implementing TQM in real-world settings.

QUALITY
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Discussing definitions of quality in terms of business and services provision.....................1
1.2 Role of quality control and quality assurance in inspection and assurance processes .........2
1.3 Different approaches to quality management ......................................................................3
1.4 Explaining similarities and differences between the different methods ..............................4
TASK 2............................................................................................................................................5
2.1 Defining customer satisfaction..............................................................................................5
2.2 Explaining the meaning of continuous improvement ..........................................................6
2.3 Illustrate the type of added values gained through continuous improvement ......................6
2.4 Different types of information made available to customers ..............................................7
3.1 Measuring Quality Management ..........................................................................................8
3.2 Benefits of Users and Non User Surveys in determining customer's needs ........................9
3.3 Consultation Method ..........................................................................................................10
3.4 Identifying value of complaints procedure ........................................................................10
TASK 4..........................................................................................................................................11
4.1 Role of self assessment ......................................................................................................11
4.2 Importance of communication and record keeping ............................................................12
4.3 Stage of staff consultation ..................................................................................................12
4.4 System to improve service quality .....................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The term quality refers to the overall features and characteristics of commodities and
services that posses' capacity to satisfy implied needs and wants. In order to attain this objective
corporations make use of 'Quality Management' concept. It is the branch of management aimed
at producing superior products in the market (Harung, 2010). Excellence is acquired by creating
and implementing quality planning, assurance as well as quality control and improvement. This
concept focuses on fulfilling customer demands as nowadays the clients desire to choose high
standard products. Ultimately it ensures increased revenues and higher productivity for the
organization. The resources are determined from potential sources and optimally utilized.
Quality management not only benefits the business entity but also enhances employees skills,
performance productivity and earnings. This assignment elucidate significance of the mentioned
skillful branch of management in different business firms. Different approaches and methods are
covered in the report to enhance quality management and acquire customer satisfaction.
TASK 1
1.1 Discussing definitions of quality in terms of business and services provision
In context of business, many economists and managerial experts outlined quality in
various way. Below is discussed conception of two different quality specialist briefly:
David Garvin's Eight Product Quality Dimensions
According to it, a strategic level is developed to analyze quality characteristics of
products and services (Zimmerer, 2011). The principle is defined by David Garvin highlighting
eight crucial dimensions to define quality in business and service provision, which are as
follows:
i. Performance
It describes the
efficiency of product
to achieve its well-
intention ed
purposes.
ii. Features
This enhances
appeal for the
commodity produced
and service availed.
iii. Reliability
The key element of
quality that ensures that a
product will not fail
within a specified time
period.
iv. Conformance
It promotes
adhesiveness to
quantifiable
specifications I.e,
products meet their
specific standards.
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v. Durability
It reflects the
capacity to tolerate
stress or trauma
without failing.
vi. Serviceability
The speed at which
the product can be
serviced when it
breaks down.
vii. Aesthetics
The degree to which
product attributes are
matched to consumer
preferences.
viii. Perceived quality
It is determined on the
basis of customer
perception and image.
PZ&B's service Quality Dimensions
It is a known fact that every business entity initiates to produce reliable products so that it
adds to repetitive purchases from the customers side. According to this concept, quality can be
defined and maintained through five dimensions, described below: Tangibles: It refers to the physical surroundings and facilities of equipment. Appearance
and outer packaging helps to built first impression for the product, in a way attract the
potential buyers. Assurance: This particular dimension highlights employees relation with commodity and
clients (Mendes and Lourenço, 2014). It focuses on knowledge and courtesy of the
employees to establish feeling of trust and confidence among customers. Responsiveness: Responsibility held by the company to provide good quality products in
specified time is another dimension of quality. Reliability: Another aspect of quality is to provide after sale services to buyers in
effective manner.
 Empathy: The fifth dimension regulates on the principle that customers should feel extra
valued and special by focusing on their taste and preference for quality of the commodity.
1.2 Role of quality control and quality assurance in inspection and assurance processes
Quality assurance and quality control work together to ensure that company's products
posses limited possible errors. Rose and Crown is a three star hotel located in the outskirts of
Midlands City. The hotel group provides exclusive and comfortable hospitality services to its
visitors. It attracts mainly the corporate guests of the city during the week and welcomes leisure
guests at the weekend. The company gives equal importance to quality control and quality
assurance in inspection processes.
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The planned and systematic activities are implemented to develop quality and
standardized process for services is quality assurance (Chiranov, 2014). Rose and Crown
hospitality services are measured with set standards to monitor and prevent errors while availing
them. The concept follows two key principles that are: commodities and services should fit to
the determined purpose and secondly mistakes should be avoided and eliminated from quality
process. The attributes of raw material, components, services related to production, management
and inspection processes. While on the other hand, failure testing determines the ability of
commodities and services to resist with unanticipated stress.
Quality control is a measurement of testing goods to reveal defects and reporting them to
the concerned authorities. Such defected items are either molded and restructured or deny the
product release. This principle differs from quality assurance as every product is examined
visually before it is received by potential buyers (Brincat, 2013). It is product based concept that
tests and inspects and evaluates checkpoint reviews. While quality assurance is process based
that defines method, tool selection, training and staff function for Rose and Crown.
The hotel group make use of both these factors in inspection and assurance process in
order to attain customer confidence by providing warranty, loyalty and brand image of its
hospitality services.
1.3 Different approaches to quality management
Below are summarized various quality management approaches to undertake the best
optimum utilization of raw materials to formulate standardized services and goods (Total Quality
Management (TQM). 2015).
 The transcendental approach considers quality as a difficult task to define and operate.
The employees are able to identify defects by just having a look over it although
theoretically they can't explain it. This type of approach is applicable where technical
experts are present in the company.
 Here in the manufacturing based approach requirements and specifications of the product
are established by manufacturing sources (Hernon and Altman, 2010). Focus is led on
engineering and production activities to conformance goods requirements.
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 According to value based approach, quality is measured in terms of price of the
commodities and services. As consumers purchasing decisions are effected by quality and
price of the goods.
 On the contrary, product based approach considers quality as a quantifiable or
measurable characteristic. It is determined on the basis of certain specified objectives
such as measuring durability or reliability of products. As the approach is product based
the production, research and development plays a crucial role in improving product
quality.
 According to user based approach quality is considered as matter of individual choice and
preference. Every personality has its own attribute towards satisfying their needs. The
consequence is that it is quite difficult to prepare benchmarks to measure quality goods
(Wilding, 2010). The potential consumers have their own different parameters to measure
the items.
1.4 Explaining similarities and differences between the different methods
The above mentioned approaches can be compared on the basis of following points:
Basis of orientation towards quality
On the grounds of their origin these approaches can be differentiated or can relate.
Manufacturing and product based approach assumes technical aspect of the products while
transcendental is process based in its origin. Whereas, user based method depends upon
motivational theories to attract good amount of customers.
Goal of quality
Mainly all these approaches focus on meeting customer desires and wants. The prime
objective is to satisfy the potential customers (Sallis, 2014). Although, product based approach
focuses on manufacturing defect less or limited errors in commodities. It ensures that the
company also provides after sale services to retain its clients.
Methods used to achieve quality
Every approach determines different style and pattern to implement quality management
in the organization. Value based approach make use of statistical data and research work to
minimize total cost and continuous improvement of the commodities as the clients purchasing
capacity depends upon price of the goods. While on the other hand, manufacturing approach take
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in consideration engineering and statistical methods to produce the best quality products.
Transcendental concept follows the principle of identifying defects in commodities just by taking
a look over it as production process involves experts and technicians (Kneese, 2013).
Role of training
Another parameter to ensure comparison among these approaches is training and
development sessions of the producing units. To access set benchmarks of every individual good,
employees needs to be well-equipped and well-trained. Due to continuous learning process the
workforce is efficiently able to assess, design, develop, implement and evaluate production
plans.
TASK 2
2.1 Defining customer satisfaction
Rose and Crown is a hospitality industry unit that lays its maximum focus on customer
satisfaction. Customers can be an individual or business group that access the services of the
hotel group. The company receives corporate businessmen as its clients during the week while,
on weekends youngsters join events and programs of the hotel group.
Customer satisfaction is an essential concept as it measure how the products and services
are supplied to potential consumers and determine whether the customer expectations are
fulfilled properly or not. Consumers are the leading indicators of repurchase intentions and
loyalty for the product in the mind of buyers (Ali and Shastri, 2010). In the highly competitive
world, single industry posses many companies and enterprises like Rose and Crown also have
many rivalries at domestic and international level. But customer satisfaction guides the hotel
group to understand its ranking in this cut-throat competitive environment. Another significance
of customer satisfaction is its easier to retain the existing clients rather than investing capital and
energy to attract new customers.
The company performs research work to measure customer satisfaction for its services.
By discovering customer perception towards the services provided an effective business
environment is established which motivates the employees and mangers to offer desired
outcomes. The field of recommendations and improvements can be identified by the mangers to
attain quality purpose of the company. Current trends and patterns are examined and elucidated
so that every aspect of the commodity can be covered in improving its quality. Effective
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complaint management processes are adopted to build strong customer relationships through
commitments, consumer information, set service standards and follow-up actions (Yao and et.al.,
2010).
2.2 Explaining the meaning of continuous improvement
Continuous improvement can be defined as systematic procedure to identify and
eliminate inhospitable activities for product development at lowest possible cost. It seeks to
improve continual usage of machinery, materials, methods and different production techniques.
Continuous improvement is the integral part of total quality management system.
Deming Cycle of continuous improvement
The cycle provides systematic and logical sequence of four basic repitive steps conducted
during continuous learning and improvement process.
 At first, planning process is performed to adopt any upcoming change. The executives
and mangers identifies necessity to make a change. Detailed analysis is prepared to know
the effect of change on the functioning of organization (Harter and et.al., 2011). They
also make sure that the effects of implementing this change is already assumed.
 Now, like every step of any cycle the execution process is enacted. The members of the
management implement the change on a small scale to measure the impact of
adjustments made. During this process many challenges and drawback occurs which
needs to be rectified during the execution process.
 After implementing plans and procedures related to improvements made they are
analyzed and studied in detail by the executives. This ensures that what more
recommendations and steps needs to be taken in order to resist the upcoming drawbacks.
 Finally, the change is permanently adopted in the organization to acquire continuous
improvement. The plans and procedures are executed for long term basis to increase
quality of the commodities availed in the market.
2.3 Illustrate the type of added values gained through continuous improvement
Continuous quality improvement principle enrolls the mangers to adopt such methods
and techniques that understand customers current needs and desires related to the market
product. The organizational process are continually restructured and re framed for essential
growth and development of the company (José Tarí and Molina-Azorín, 2010). Employees are
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provided training sessions in order to introduce them future prospective s of the enterprise.
Various influential leadership theories and managerial techniques are evolved in the process.
This builds confidence and support among the team members to perform their respective tasks.
Teamwork and coordination are considered as essential components of continuous quality
improvement process as business activities take [lace at organizational level rather than at
individual level. Now, following are few benefits of CQI process for the hotel group:
 The process reduces the need for supporting activities that is to increase the efficiency of
products and reduce composition of wasteful procedures. It is monitored that only those
activities should take place that improves the quality of product.
 It benefits the hotel group by maintaining proper time management technique.
Production, distribution and packaging of goods takes place with relevant procedures.
The unwanted and irrelevant tasks are removed from the production process.
 Technological improvements are constantly promoted by the executives of firm which
not only empowers quality based products but also increases knowledge and expertise of
the employees (Elbir and et.al., 2010). This enhances morale of each individual in the
team and built s strong coordination among the team members.
 CQI helps to make detailed analysis accountability of the products and procedures.
Expenditures occurred and revenue generated by company's output is accounted
periodically. Employees efficient work is monitored and appreciated ensuring more
amount of improvement in its human resources.
 The major benefit of continuous quality development is it enhances customers belief over
the organization. Customers need and demands are understood and products are
developed accordingly. Through this measure not only existing customers are motivated
but the new clients also develop a positive perspective for the enterprise.
2.4 Different types of information made available to customers
Customers are considered as the end users of the product. Purchasing of goods and
services mostly depends on the principle that how information is generated and circulated in
potential market. The company highlights different aspects of its products and services to make
public aware about it (Simon and et.al., 2011). Information formulated among the customers
generally covers the following areas of goods:
 Information related to inauguration of product.
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 Information about location of the product.
 Information about price of the product.
 Providing various promotional materials to the targeted audience.
Collection of all these above mentioned information plays a crucial role in decision making
process of the customers. They are able to make judgment about the service according to their
concerned desires.
Effective management also have a significant role in attaining the objectives of the
concerned organization. It helps to create true picture about the company in targeted customers
mind (Lin, 2010). Awareness and knowledge about the commodities is availed among the clients
that empowers their potential. Feeling of confidence and trust is built among the existing
customers that ultimately attracts new clients towards the company.
3.1 Measuring Quality Management
In order to measure the Quality within the Rose and Crown hotel, manager can focus on
some basic techniques so that they can improve their efficiency and quality. These have been
discussed down under: Previous performance: Cited firm can do quality management by considering their past
year performance and relatively can take appropriate decisions according to it. Quality Circle: Quality circle is treated as group of expertise who take part in the
organization operations with a motive to improve the standard of mentioned hospitality.
Further, it eventually helps in solving different sort of issues and problems which exists
in enterprise. Six sigma: Six sigma is considered as a process of improvement for their existing
business process which falls below the expectations and manager looks for continuous
improvement (Young Kim, Kumar and Murphy, 2010). Six sigma DMAIC process
include Define, Measure, Analyze, Improve and Control. Benchmarking: Benchmark is the standard set by the manager of mentioned organization
in order to attain specific standardization in their products and services. By setting these
standards, Rose and Crown hotel will be able to attract more of the customers towards the
venture and they will be able to improve their goodwill in effective manner. Statistical Quality Control: Under this, requirements can be taken into consideration in
quantifiable form so that better quality management process can be conducted.
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 Necessary steps: In this technique, some prior steps are taken by the managers for
regulating the operational work in efficient and proper manner. Further, it also leads into
remove the hindrance which comes at time of rendering the services.
 Training of employees: Manager should plan training and development session for newly
recruited as well as existing employees so that they able understand the needs of the
clients in proper manner and render their hospitality services in more productive manner.
3.2 Benefits of Users and Non User Surveys in determining customer's needs
Customer is the one who purchase any product or service for satisfying their needs and
demands. Prior to it, customers are the heart of the business ventures and they are not dependent
on organization but organizations are dependent on them (Butler and et.al., 2013). Moreover, the
quality starts with the customers and ends on the same individuals. Further, it is essential for
Rose and Crown hotel to identify their customer's needs and they have to select different
procedures in order to regulate the same. Moreover, survey is one of the basic and popular
procedure where manager focuses on knowing the things required by the individuals. There also
exists many benefits of this survey as with that manager of the cited firm will be able to identify
the needs and demands of the customers, care for their likes and dislikes, take effective feedback
regarding the services so produced, etc. Moreover, by satisfying their utmost needs they will
become loyal customer base for the cited venture and organization will be able to improve their
productivity and brand image.
Moreover, there also lies benefits in conducting surveys with the non users. With the help
of it, hospital venture will be able to take effective information regarding the different market
trends so that they can make essential changes for getting a competitive advantage over their
major competitors. Further, firms also need to identify the factors which will help them in
converting their potential customers into the loyal ones.
However, both this cost somehow considered as a burden on the hospitality firm because
it eventually increases their administrative cost (Singh, Basant and Gupta, 2011). Apart from it,
lot of time is also spent on collecting the preferable information by conducting primary or
secondary research. But there also lies a positive aspect as by considering the customers needs
and demands it will give lot of benefit to the organization and the cost so incurred in surveys will
be overcome with the long run of the hospitality venture.
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3.3 Consultation Method
Various types of methods can be taken into consideration in order to encourage the
participation of under-represented groups. Few of them have been discussed down under: Interview: From various under-represented groups, some of them can be selected for the
interview so that they provide effective and valuable services to the Rose and Crown
hotel. Questionnaire: Cited firm can prepare questionnaire so that they will be able to grasp
valuable suggestion from the under-represented groups as well. There suggestion will be
taken into consideration in the decision making process and cited hospitality will be able
to give effective services to the customer's. Telephonic survey: This is an effective tool as it eventually saves time, money and cost
because the survey is conducted on phone.
 Hospitality survey: In this process, a form is given to under-represented groups which is
in need of quick reply from these people as what are their expectations from the cited
venture and what relative changes they want in the organization products and services
(Murat Kristal, Huang and Schroeder, 2010).
Moreover, in order to identify the requirement of customer's, organized questionnaire and
complaints procedure can be taken into consideration as this will help cited hospitality to gain
specific information from different types of individual. Further, each and every person having
their own perception regarding the services they have received and each person will give their
suggestion accordingly. Further, it also helps in filling the gaps which resides in the organization
and by correcting them, Rose and Crown hotel will be able to improve their efficiency and
productivity.
3.4 Identifying value of complaints procedure
Complaint procedure can be defined as a process where individuals can directly
communicate to the hospitality venture regarding the problems they have faced or experienced.
Further, applying the complaints' procedure will help Rose and Crown hotel to identify the fault
which exists in the organization products and services. Customer's also give relative feedback on
the weakness which they have found in the services and Rose and Crown hotel have to take an
initiative to solve all the problems because it can pamper their goodwill.
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Further, clients can complain regarding the types of services, room services,
accommodation, food provided, employees behaviour etc. By considering this, management of
cited firm have to take necessary steps in order to boost their efficiency and give them a
competitive edge over their major competitors (Vanichchinchai and Igel, 2011). Moreover, these
complaint procedures lead towards continuous improvement and help the cited firm to identify
the loopholes. Initially, it helps venture to provide quality of services and also helps in meeting
the specific needs. Further, Rose and Crown need to solve all the complaints of the customers
and must focus on giving value to their money.
TASK 4
4.1 Role of self assessment
Self assessment is considered as a process where organization looks at oneself in order to
evaluate the critical aspects which are important in one's identity. Further, it is also treated as
motive which drivers towards the self-evaluation, self-verification and self-enhancement.
Further, it is necessary for Quality Manager of 'Holiday Inn' to understand the 'state of health'
that whether the organization is running its operation in good manner or not. Further, cited
hospitality has to implement different activities in order to reach towards their desired objectives.
Firm knows the fact that clients are their major source of income and they have to satisfy their
needs and demands in order to make them loyal customer base (Hoang, D.T., Igel, B. and
Laosirihongthong, 2010).
Moreover, with the best knowledge and experience of the employees, organization
system need to be designed which will improve firm productivity. Benchmarking is also an
option which will help the cited organization to find their strengths and weakness need
significant improvement when the same is compared with other organization who are working
within the same industry. Moreover, quality manager can do internal assessment by providing
questionnaire of different categories to workers (Talib, Rahman and Azam, 2011). Further, in
order to track the assessment then this should be done as per the business requirement i.e. either
monthly, quarterly, half yearly or annually.
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4.2 Importance of communication and record keeping
Communication plays a crucial role because it is considered as an integral part of the
quality management system. Further, for effective quality management, manager of Holiday Inn
need to communicate both within and outside the business organization. Hospitality also have to
opt proper communication channel so that message sent by one person received by another in
clear and lucid manner (Qin, Huang and Liu, 2010). Moreover, foundation of the quality
management system must rely on communication which the front desk have with the clients.
Stated below are the importance of communication and record keeping for the mentioned
hospitality venture:
 Improved customer's service
 Sharing necessary information with the help of horizontal-vertical communication
 Solving difficult situations
 Making comparisons of current year performance with the past
 Solving grievance of clients
Moreover, record keeping is also an important task because proper functioning of the
business venture depend on it. With the help of both internal and external communication,
information are generally recorded which further assist in implementing necessary plans for the
quality control. Moreover, as started earlier, by tracking the past year results, cited hospitality
venture will be able to compare their performance and will take necessary steps in improving for
future time being (Gutiérrez, Torres, and Molina, 2010). Improved performance will lead into
increase in revenue and turnover along with development of effective goodwill. Moreover, with
the record keeping cited firm will be also able to find major defects which they had in their
product and service and will focus on improving that for getting more of the customer's
attraction.
4.3 Stage of staff consultation
In order to see the growth and development within the hospitality organization,
employees working in the venture have to share their opinions, exchange their views and take
ideas from one another. Further, manager by implementing democratic style of decision making
within the venture can get valuable suggestion from employees and they will to feel motivated
and will focus on working with best of their efficiency to achieve organization goals and
objectives. Moreover, considering workers in decision making will act as a motivational tool and
12

will make them dedicate towards the organization. For effective functioning of the quality
management system, communication and consultation need to be at every level and also in every
department (Chakraborti, Das and Murrill, 2010). Manager of the Holiday Inn should not hesitate
in communicating and consulting with the ground level workers because these lower level
employees convert the vision of top management into the reality. If these employees are avoided
by the top managers, then they will feel apathy which will surely affect the functioning of the
cited hospitality venture.
Further, to conduct the staff consultation process, some stages should be better taken into
consideration and these are:
 Deciding purpose: At first, basic purpose for staff consultation need to be set so that
some kind of idea regarding the same can be achieved in proper and desired manner.
 Evaluating objectives: Objectives are set that involves discussion regarding what
organization should attain from staff consultations.
 Performance evaluation: This step is conducted at very end where manager will compare
the actual result with desired result.
Apart from it there are oystem to improve service quality ther measures as well which
aforesaid organziation can implement. PDCA model can also be taken into consideration in order
to apply the quality scheme within the business operations. PDCA includes Plan, Dom, Check,
Art.
4.4 System to improve service quality
For improving their service quality, manager of Holiday Inn should focus on different
service quality concepts. They have to be specific with their budget and should not let them to be
over budgeted. Further, specific information need to be provided along with transparency so that
they can able to attract more of the customers towards their hospitality venture (Early, 2012.).
Management need to speedly conduct their check in process because no client want to wait for
long in the waiting arena. For this, organization need support of their employees in order to
complete the check in process rapidly. Further, managers need to efficiently train their
employees so that they can perform their duty in proper manner. Good feedback from the clients
will lead to employee development and it will also lead into increase in pay and award (How to
Improve Service Quality at Your Business, 2016).
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Apart from it, cited firm have to implement different technical equipments so that their
quality gets improved. Mentioned firm can also give free Wi-Fi facility in order to meet the
satisfaction level of employees. Moreover, polite behaviour from staff and standing on demand
of customers will also assist firm to improve their service quality. Organization can also take
support of online travel and tourism company like Thomas Cook, go Ibibo for increasing their
goodwill and revenue (Wever and et.al., 2010). Further, through online booking, customers do
not have to waste much time at the reception arena and by showing their valid identity, they can
directly check in to their rooms. Further, payment can be also made with the help of debit and
credit card.
CONCLUSION
From the above description, it is clearly evident that quality management is a wider term
and hospitality firm have to efficiently use this in order to improver their brand image and
revenue. Further, both the scenario depicts that hospitality organization facing some problems
and by taking effective precautions, they are able to gain their customers trust. This report also
showcase that employees were considered in the decision making process which helped them in
taking effective decisions for the business organization.
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