Importance of Quality Management in Service

This research highlights the importance of measuring and managing service quality to achieve organizational goals. It discusses the history of service quality, different schools of thought, and the dimensions of service quality. It also explores the benefits of quality management, profitability, and business development. Additionally, it covers various methods of quality management and measurement.

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Service Quality
Name
Institution
Author’s Note

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Table of Contents
Abstract............................................................................................................................................3
IMPORTANCE OF QUALITY MANAGEMENT.............................................................................3
History of service quality.............................................................................................................3
Different schools of thought.............................................................................................................4
MEASURING AND MANAGING SERVICE QUALITY- WHY?...............................................5
Service Quality dimentions..........................................................................................................5
Customer satisfaction..................................................................................................................5
Benefits........................................................................................................................................5
Profitability......................................................................................................................................6
Business development and Expansion.........................................................................................7
QUALITY MANAGEMENT AND MEAASUREMENT METHODS................................................8
Service Design.............................................................................................................................8
Customer Encounter..................................................................................................................10
Setting........................................................................................................................................11
MEASUREMENT...........................................................................................................................12
SERVQUAL................................................................................................................................12
Feedback....................................................................................................................................12
Standards...................................................................................................................................13
Total quality management.........................................................................................................13
References......................................................................................................................................14

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Abstract
This research tries to highlight some of the importance that are capable of coming up as a
result of measuring and managing service quality in order to attain different goals that have been
set by an organization or even a business. Moreover, it is also focused towards a wide range of
information pertaining different service quality methods that are capable of coming up with a
potential outcome when implemented in an accurate and desirable manner.
IMPORTANCE OF QUALITY MANAGEMENT
History of service quality
As far as history is concerned, various scholars have been able to treat service quality to
be a parameter that is very difficult to define and measure as a result of the intangible nature of

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various services that are normally experienced within various conditions. Among the earliest
attempts that aimed towards grappling with the service quality concept was an idea that came
from an institution known as the Nordic school (Iglesias 2016). Under this kind of service
approach, the entire service quality was seen to be having two different major dimensions which
includes; the technical quality that placed much focus on the products that are received by the
customer as a result of the interaction with all the service firms. Secondly, there is the functional
quality that majorly puts much focus on how the customer is capable of receiving quite a number
of services together with the expressive nature associated with the service delivery that the
customer will be subjected to. These are the two parameters that contributed towards service
quality gaining popularity across different regions of the world thus making it to be implemented
by quite a number of organizations (Ogunyomi and Bruning 2016).
Different schools of thought
Service quality is an essential parameter that is being practiced across various organizations with
an intention of making sure that a specific outcome is appropriately met. In this modern society,
service quality is mainly being used to seal some loopholes that are likely to exist within the
service department. When dealing with its contemporary conceptualization, service quality can
be best referred to as a comparison of quite a number of perceived expectations that are fully
attached to a service that is known to be containing a much more perceived performance as the
final outcome (Sheikhtaheri, Sadoughi and Ghazizadeh 2016). To manage and measure service
quality is not just a one day event but instead is something that needs the full participation of the
entire management team together with the employees who are known to be attached to a given
organization. The two parties to fully coordinate together and be able to share quite a number of

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ideas in order to ensure that different aspects involving service quality are well attended to
without any confusion being brought on board.
MEASURING AND MANAGING SERVICE QUALITY- WHY?
Service Quality dimentions
Managing and measuring service quality within a given organization is also known to be
capable of coming up with a series of advantages that are set towards benefiting the entire
organization in terms of how it is capable of operating towards the positive side where it will be
able to gain quite a number of competitive advantages (Olvera 2016).
Customer satisfaction
Customer satisfaction together with service quality and loyalty appears to be some of the
most essential factors that are attached to the global economic downturn in this modern society,
they are specifically meant for retention, profitability together with the productivity of the entire
business. The contribution of service quality is among the important factors that require an
appropriate investigation that will be able to indicate the outcome of the expected customer
together with various types of perceived service attributes associated with a particular
organization (Obaji, Senin and Olugu 2016).
Benefits
One of the major importance that is likely to come on board as a result of appropriate
management and measuring of service quality is the ability to create customer satisfaction and
their aim to make quite a number of purchases of various goods and services attached to a
particular organization of their choice (Warsi, Mustafa and Ahmed 2016). Moreover, it is one of
the considerable essential weapons for a given organization. Most so the one with a developing
need of facilitating the entire service quality (Pollack and Algeo 2016). Within a given

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organization, managing and measuring service quality is one of the most important factors that
can be used to attain quite a number of goals associated with a given organization thus providing
the organization with an opportunity to succeed in the current global economy by offering quite a
number of competitive advantages.
Profitability
Managing and measuring service quality is an important aspect for quite a number of
organizations who are concerned with gaining profitability and productivity most so through the
achievements of quite a number of differential advantages over a wide range of competitors are
tend to exist within the market (Vokshi and Dumi 2016). By managing a measuring service
quality, an organization will be able to easily identify its strengths and weaknesses for it to be
more successful in terms of delivering quite a number of goods and services according to the
expectations of different customer segments who are also known to be having different
characteristics (Lyon and Maxwell 2011). Although there is quite a number of information that
re available on the service quality sectors most so in a wide range of service industries, there is
very minimal attention that has been given to the entire supply chain that is known to have the
potential of performing quite a number of tasks (Sharma 2016). Managing and measuring service
quality is known to be having a significant impact on the entire customer satisfaction together
with some of the critical components connected to customer perceptions regarding a particular
type of product or service that is provided to them by a given organization (Krasniqi 2014).

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Business development and Expansion
In retailing environment, managing and measuring of service quality appears to be a
different kind of strategy compared to any other product or service. As a result of this, managing
and measuring service quality is being viewed as a tactic that aims towards increasing value to
various groups of customers thus acting a way of positioning most so in a competitive
environment with an intention of ensuring that customer satisfaction, retention together with
patronage is appropriately and reliably addressed (Miles Snow and Pfeffer 2016). Managing and
measuring service quality tries to put much focus in satisfying the needs of all the customers who
are attached to a given organization specifically in various moments of truth during the encounter
of quite a number of services where the customers will be able to form their own perceptions in
relation to the services delivered or the ones that have been received from the organization
(Ismail and Ali 2016).
There is therefore the need to clearly develop some of the strategies that are required in
the management and measuring of service quality within their respective jurisdictions thus being
capable of appropriately handling a vast range of issues regarding the direction where the top
management team wants the entire organization to move towards. Moreover, to come up with a
steady management and measurement of service quality, an organization needs to fully promote
the understanding of ethical considerations across all its levels in order to provide an advanced
guidance specifically to the employees. This will enable them to carry out their duties in relation
to all the objectives that are known to be fully connected to the entire organization (Olaiya et al.,
2016).

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QUALITY MANAGEMENT AND MEAASUREMENT METHODS
AS far as the case study is concerned, there are quite a number of challenges that the entire hotel
is facing thus making it quite difficult to properly address various objectives within a particular
time period. Moreover, its current situation has cost it much in terms of tarnishing its reputation
together with that of the management team. These results from the type of comments that are
given by the customers as far as their perceptions are concerned right after their experience in
terms of the goods and services being provided to them by the organization. Moreover, the way
the organization is also handling various employees is also worrying since it is a situation that
that demoralizes the employees thus preventing them from performing their duties in a positive
way. Despite all these challenges that the organization is facing, there are quite a number of
techniques that can be employed by the top management team to ensure that the hotel develops
the capability of maintaining some of the standards that are expected from it. This can only be
done by adopting various forms of service delivery and practices.
Service Design
Service design-Appropriate and reliable service design needs to be addressed in order to meet the
expectations of all the customers. It is known to have the capability of building on various
aspects of leadership principles, norms, work habits, together with quite a number of values that
are attached to a particular service. One an attractive service design is developed across the
organization; this will strongly capture the attention of all the customers thus making them to
turn out in large numbers. The concept of service quality management methods appears to be
very important and normally relates to the provision of quite a number of goods and services
through the use of different types of techniques in order to meet nearly all the expectations of a
particular group that is capable of receiving the goods under certain conditions (Jelenković and
Barjaktarović 2016). Quality in the management of goods and services is currently accepted as a

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critical aspect of various forms of business management in nearly all fields (Saputra 2016). This
is simply because it is only through an appropriate satisfaction of customers that is capable of
making a given organization or even business to strongly retain its customer base and be able to
expand its operations for the coming future. Moreover, it should be understood that it is not only
in various commercial context that the entire concept has meaning because in quite number of
organizations most so the ones that are fully focused with providing a wide range of services to
the public, the entire issue of delivering quality appears to be important almost in all concepts
(Toytok 2016). The adoption of reasonable and appropriate service quality management method
is one of the best techniques with the capability of gearing an organization across various
encounters both at the internal level and also at its external part. In order to adopt some of the
appropriate service quality management methods, different organization leaders need to
understand the importance of carrying out essential managerial skills since this is what is likely
to guide them on the exact things that they should be able to address. Currently, there are
different types of service quality management methods and nearly each and every method
requires a keen attention in order to provide an organization with a perfect chance of emerging
the best (Kabir 2018). Each and every business owner is capable of thinking that he or she has a
commitment towards the direction of quality. In order to adopt an appropriate service quality
management method, an organization needs to fully concentrate on commitment of the quality
management methods in order to address a series of issues with a lot of ease. At the same time,
an organization is required to choose some of the quality management methods that are in line
with all the goals and objectives thereby making sure that it remains relevant as much as possible
in terms of the products and services that it supplies to various customers (Judge and Douglas
2016).

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Customer Encounter
Customer encounter normally includes various aspects of customer intelligence together with
continuous improvements that needs to be carried out within the organizational boundaries. The
customer should be supplied with quality and reliable services for them to encounter one of the
best conditions so far thus making them to feel that they are adequately covered by the whole
Hotel. The adoption of service quality management methods requires the top management team
to fully involve the employees in the entire decision making process thus giving them an
opportunity to provide their perceptions regarding the quality management methods that they feel
can best work within the organization in terms of attaining the needs of all the customers.
Moreover, there is the need to fully concentrate on various types of ethical consideration
techniques when implementing a wide variety of quality management methods within a given
organization since through this, some of the loopholes are likely to be highlighted at an early
stage right before the adoption of the quality management methods within the organization
thereby preventing the occurrence of any negative results in the coming future (Birk et al. 2016).
On the other hand, adopting quite a number of service quality management methods requires he
organization to carry out a reasonable analysis for it to have an adequate understanding regarding
a specific group of targeted customer segment that are situated in various localities (Rodríguez-
Rangel, Sánchez-Rivero and Sánchez-Martín 2016). Having understood what the customers
require it terms of the types of products and services being offered to them, this is likely to act as
one of the best opportunities for the entire organization to settle on some of the best service
quality management methods that will be able to best address all the needs of the customers
without them raising any complains (Meyer and Hinings 2016). This will further scale up the
condition of the whole organization by making sure that its reputation is strongly built across
these populations, this will in turn make the whole organization to gain a competitive advantage

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across various markets. Moreover, the adoption of different types of service quality methods is a
crucial strategy that fully requires a deep analysis of research that needs to be carried out in an
appropriate manner in order to come up with some of the reliable parameters that can be easily
integrated with the quality management methods thus making sure that some of the best
outcomes are attained systematically.
Setting
Setting is an essential technique and as a results of this, it is also an appropriate factor to obtain
various information from those organizations that have been capable of implementing quality
management methods thus making it much easier to hear from their own perspectives whether
the quality management methods have been able to benefit the or not, through this, it will be
much easier to choose some of the best and reliable quality management methods specifically the
ones that have got the potential of leading to the creation of quite a number of positive outcomes.
The above highlighted recommendations to service quality management needs to be strictly
adhered to according to the rules and regulations of a given organization thus ensuring that the
organization is capable of addressing all its vision through the use of various forms of advanced
techniques. Those organizations that have been able to adopt advanced techniques when it comes
to the implementation of quality management methods have been able to realize their dream is
real time by offering an adequate satisfaction to different individuals without raising any issues
of discrimination on the basis of either their age, culture, background or even their economic
status within their respective societies.

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MEASUREMENT
Putting much focus on the customer feedback system framework is a good strategy for
any given organization since this is what is likely to make an organization or a business to have a
wider understanding of some of the characteristics that are related to their customers. Moreover,
the hotel requires much implementation of this kind of system framework that will appropriately
allow them to realize how various issues are appropriately handled to make sure that nearly all
the expectations of the customers are met within the right time. The organization can use this
kind of framework to closely monitor and make improvements of all the service qualities being
directed towards the customer’s side. The following are among the parameters that the
organization needs to use in order to appropriately address its customer feedback system
framework;
SERVQUAL
Through this parameter, the entire organization will be able to appropriately capture all
its consumer expectations together with all their perceptions that are related to all the
products and services that are supplied to them on behalf of the entire organization.
Through this, all their feedbacks shall have been appropriately captured thus providing an
opportunity to the management team to come up with several recommendations that will
ensure that all the feedbacks obtained from the customers are obtained in a good way
(Sadatrasool, Bozorgi-Amiri and Yousefi-Babadi 2016).
Feedback
This will be used to efficiently evaluate quite a number of possible opinions that
originates from the customers thus making sure that the entire information is analyzed in
advance through the use of the obtained feedbacks with an intention of getting certain

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types of statistics that will be useful to the organization when it comes to monitoring and
making improvements on various types of goods and services.
Standards
The organization needs to develop various standards in their customer feedback system
framework that will allow the customers to rate the products and services according to various
standards thus making the management team to understand what the feedbacks are more about
and be able to make appropriate decisions from that point.
Total quality management
Total quality management will help the whole organization to identify, manage and even carry
out some analysis of both the qualitative and quantitate data that are strongly connected to their
customers. Through the use of total quality management tools, this will allow the whole
organization to easily identify the procedures , cause and even be able to effect concerns together
with different type of other relevant issues thus making it easier to examine and enhance the
effectiveness of quality related to various products and services.

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