Managing Quality in Hospitality Tourism and Events
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This report discusses the concepts of quality management and its application in the hospitality industry. It focuses on the issues faced by Britannia Hotels and provides recommendations for improving their quality measures and customer satisfaction.
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Managing Quality in Hospitality Tourism and Events
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EXECUTIVE SUMMARY Quality management is defined as all those activities which are inhaled in an organisation inordertoattainexcellenceandassurance.Thisreportconsistsofconceptsofquality management which are required to be undertaken by Britannia Hotels in order to enhance their quality so as to provide satisfaction to their clients. Britannia Hotels is receiving various bad reviews under which customers are not at satisfied by services which are provided Britannia Hotels. So this report is emphasised on methods to overcome the same so by which the company can enhance their market position. 1602677803
Table of Contents EXECUTIVE SUMMARY.............................................................................................................2 INTRODUCTION..........................................................................................................................4 MAIN BODY..................................................................................................................................4 Concept of quality management..................................................................................................4 Dimension of service quality......................................................................................................5 Benchmarking.............................................................................................................................7 Impact of benchmarking in consistency and quality management.............................................8 Recommendations.......................................................................................................................8 CONCLUSION.............................................................................................................................10 REFERENCES.............................................................................................................................11
INTRODUCTION Qualitymanagementiscategorisedasassuringqualitywithinanorganisation,in hospitality industry quality is the major aspect which is required to be held by the business so as to give ultimate satisfaction to their clients and maintain market prominence as well. Quality management is focused on achieving consistent quality so that business may grow and sustain in the market (Lugosi and Jameson, 2017). This report is prepared on the basis of quality management issues faced byBritannia Hotels and application of quality management tools which can be used by the organisation for enhancing their quality measures and maintaining assurance in marketplace. MAIN BODY Concept of quality management Quality management is association of various activities which are undertaken by the organisation in order to meet required quality standards and providing consistent services to their customers. Quality management is the tool which is used for maintaining desired level of quality in the organisation so that area of sustainabilitycan be enhanced. In traditionalquality management functions focus was drawn on quality standards but in recent time evolution has been seen in quality management as now it is focused on customer delight. As in current time customer satisfaction is not only a single factor to attain customer loyalty as emotions of customer are essential to be understood by the organisation (Ahrholdt, Gudergan and Ringle, 2017). Concept of quality is regarded as quality planning, assurance and quality control. In the context ofBritannia Hotels they were not focused on these aspects and resultantly they face unsatisfied customer and falling of quality of their services as well.Quality planningis defined as identifying various factors which are essential for the project or organisation. In the context of Britannia Hotels they are examining various factors and aspects which are playing significant role in performing activities related to customer satisfaction and quality services.Assuranceis defined as the fixing of defects which has been identified during execution of services. This aspect is directly linked with customers and in background ofBritannia Hotels assurance is the major constraints which is creating barrier for them in rendering appropriate quality to their customers and resultantly poor management is emerged as prominent problem.Quality control
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is defined as using of set of processes which are ensuring customer satisfaction in proper manner. ForBritannia Hotels as the hotel is facing problem of improper management and bad reviews due to high customer dissatisfaction that means quality controlmeasures are not appropriately used within the organisation. According to quality Gurus there are various obligations which are required to be fulfilled by an organisation in order to sustain and manage their quality standards as well. Some of the major principles are described as under: Dr. Karou Ishikawa has propounded concept of company wide quality control under which bottoms up approach is being given by them through which problems occurring in an organisation can be solved in prompt manner. In this regardBritannia Hotels is facing major problem of quality and performance so this tool is useful for them to solve problem by including members within all the departments (Carnerud, 2018). Dr. Juran has given various approaches of quality improvements which are majorly emphasisedon trainingand reviewingthe organisationso astocreateawareness regarding quality improvement. Dr. Deminghasgiven14 obligationswhicharerequisiteto be followedby top management in order to inhale quality management in their organisation. These fourteen principles are focused on improving processes and breaking barriers. Walter A Shewhart propounded PDCA cycle chart in which causes of variation within a project can be recorded and classified. These chart are known as Shewhart and these charts are helpful in improving quality of overall process which are used in businesses. By using this chart Britannia Hotels can estimate those areas in which quality variations are seen. Philip Crosby has developed 14 steps of quality improvement by which quality crisis within a company can be minimised. Steps of quality improvement by Philip Crosby is called Vaccine in which future performance of process quality can be judged. In context of Britannia Hotels these steps can be helpful for them in order to attain customer satisfaction and prominent quality. Dimension of service quality Britannia Hotels is facing issues in their customer satisfaction as the hotel is being rated as worst hotel chain in UK for 7thyear in a row according to annual satisfaction survey. On the
other hand company is discharging numerous employees as due to COVID-19 outbreak business requirement has decreased and obligation of employees has been minimised. For Britannia Hotels customer are giving poor reviews on Trustpilot or TripAdvisor as company is not focused on providing satisfaction to customer by enhancing quality rather than this they are focused on enhancing their occupancy by providing rooms at cheap rates. On the other hand customers are complaining regarding brutal management system of the organisation which means that they are required to raise quality standard within their services. In order to determine quality standards Britannia Hotels is examining dimensions of service quality dimensions of service quality which is explained as under: Reliability:Reliabilityisdefinedasperformanceofpromisedservicesinaccurateand dependable manner. In the context of Britannia Hotels they are not providing promised services to their clients and due to this adverse feedbacks are received by them which is hampering their overallbusinessin negativemanner.Thisdimensionisplayingessentialroleinquality management as reliability is the concept which is able to catch more customers and attain prominent objective of customer satisfaction as well (Tešić, 2020). Management of Britannia Hotel failed to sustain over customer expectation as promises were given by the hotel regarding prominent quality and customer service but customer are not al satisfiedwithinthesetwoaspects.Theroomsweredirtywhichhamperedreliabilityof customers. Responsiveness:Responsiveness is defined as promptness in helping customers and providing them desired services as well. In this context Britannia Hotels is not at all gaining limelight as major concern of customer is related with restraining services and unhealthy management. So this dimension is is not meeting requirement of service quality. On the other hand responsiveness is determined by prompt actions taken by the organisation in order to meet customer expectations which enables them to perform in prominent manner. Britannia Hotels is having non experienced staff so they are not responding to customer grievances in appropriate manner. Customers are facing terrible issues regarding cleanliness and hygiene in rooms and other areas and these issues were complained by customer on regular basis but management of the hotel is not giving any emphasise. Assurance:This is defined as the ability of employees to convey trust and confidence to their customers. This dimension is basically rendering high edge to the company in context of quality
management. In the background of Britannia Hotels as per review generated by customer their staffs are quite well managed and dedicated but at the same time management of the organisation is poor. So as per this dimension company is not meeting standards of quality in proper manner. In the situation of COVID-19, Britannia hotel is not maintaining any standards which is being issued by government and this is creating hard times for the hotel as they are lacking behind cleanliness and pathetic quality of services. Stains are found over bedsheets and stains which gave negative impressions in the minds of customers in process of staying within hotels. Empathy:Empathy is defined as care, attention and affection which is provided by the organisation to their customer in order to retain them and make them comfortable as well. In the context of Britannia Hotels the primal obligation of a hotel is to create an atmosphere full of safety and healthy relationship between client and organisation. In this regard Britannia Hotels is lacking behind as they are not even discussing needs and demands of their customer due to which complaints are received by the hotel. The Britannia Hotel has failed in satisfying food and comfort needs of customers. Customers are reviewing regarding numerous issues which were faced by them during their stay in hotel. Guests have described their stay as foul as pathetic services was provided by under trained employees. Tangibles:Tangibles are defined as physical facilities and equipments which are held by the organisation and can be used by customers. Tangibles are drawing primary impression over minds of customers and in the context of Britannia Hotels customers are not satisfied in this regard. One of the review says that walls of rooms are dirty and containing holes which seems to be pathetic. So in this regard Britannia Hotels is required to implement various improvements in order to sustain. The Britannia Hotel has failed in maintaining their infrastructural standards in which guests are complaining regarding stained carpet, grubby dental kit and crayon painting on hotel walls. Benchmarking Benchmarkingisdefinedascomparisonofprocessesandperformanceoftwo organisation in which one organisation is leader of that particular industry. Benchmarking is used in order to measure performance by using a particular performance indicator and metrics. This is a process for identifying best practices for the business so as to grab higher attention of customer
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by raising overall standards. Benchmarking is having role to evaluate current performance due to which areas for performance improvement can be identified (Kasiri and et. al., 2017). In the context of Britannia Hotels they are facing problem of underrated performance and customer satisfaction so with the help of benchmarking they can evaluate their performance in context of market leader in hospitality industry so as to recognise loop holes and ways by which these can be filled. Benchmarking is associated with various advantages and disadvantages which are enumerated as under: Advantages Lowering labour cost:The major advantage for benchmarking is to lower labour cost for example By using methods and technology of other rival systems can be adopted by Britannia Hotels in order to lower their cost and maintaining their business in appropriate manner. Improving service quality:Benchmarking is helpful for enhancing quality of rendered servicesasunderbenchmarkingcompetitorsareanalysedandtheirperformancecanbe compared from own performance. This is helpful for Britannia Hotels in order to enhance their quality and meeting customer expectations in optimal manner. Increasing customer footfall and level of satisfaction:Benchmarking is helpful in meeting higher sales objectives in which customer footfall can be enhanced. Benchmarking is putting efforts in making improvements in brochures which leads to bring higher efficacy in the business. In the context ofBritannia Hotels they are facing problem of low sales and low customer satisfaction so with the help of benchmarking they can deal with this problem. Disadvantages Lack of understanding:In hospitalityindustrybusinessesarehighly focusedon measuring competitor's performance rather than focusing on their own due to which they are not clearaboutgoalsandobjectives.InthecontextofBritanniaHotelsbyapplicationof benchmarking this may create confusion in goal attainment. Increased dependency:Benchmarking is a tool to enhance performance, hard work is anotherelementwhichisrequiredtoinhalesuccessandmarketimage.Afterapplying benchmarking companies are required to establish their own network which is a critical task. In the context of Britannia Hotels they are lacking behind focusing on their values and hard work (Barrows and et. al., 2016)
Impact of benchmarking in consistency and quality management Quality is defined as the characteristic by which suitability and intend of the business can be identified in lieu of attaining customer satisfaction. In hospitality and tourism quality is defined as the aspect which involves consistency in service delivery and fulfilment of guest needs according to their requite standards. In the context of Britannia Hotels the management is facing continuous problems in meeting their quality standards. Benchmarking is known as an effective tool in order to examine own position in the marketplace and within industry. With the help of benchmarking consistent values can be rendered to customers which enable the company to enhance their performance and overall standard as well. With the help of benchmarking quality management tools can easily established as in benchmarking standard is already defined so just a follow is required which could lead in bring consistency to the business processes. In the context of Britannia Hotels they are facing prominent issues in managing their customer and quality services in their organisation. So by adopting benchmarking they can initiate to attain customer satisfaction in optimal manner. On the other hand by adopting benchmarking Britannia Hotels may deal with internal issues which are faced by the business and these are giving adverse impact to their business as well (Hermans, 2018). Recommendations Britannia Hotels is facing prominent problem of unsatisfied customers and lesser quality management as well. This is the major reason that company is not able to make profits and sustain in the market. Britannia Hotels is receiving huge negative mouth publicity and reviews due to which this is imperative that they are facing financial losses. In order to overcome these problems Britannia Hotels is required to use various techniques and principles of TQM and these are specifically handled by them so as to go ahead and attain sustainability and customer satisfaction as well. Principles of TQM are highly beneficial for managing quality and objectives in sufficient manner so due to which prominent target can be focused by the organisation. Balanced scorecardcan be used by Britannia Hotels in order to enhance organisational performance. Balanced scorecard is termed as set of measures which are used by top level management so as to comprehend business view. The balanced scorecard is associated with financial measures along with operational measures in order to determine customer satisfaction and other internal processes.
In business various complexities is being handled by managers and balanced scorecard works as a catalyst in order to navigate problem solving capabilities of the business. Detailed explanation of balanced scorecard is elaborated as under: Customer perspective:This aspect is defined as market image of the company in the minds of customer. In the context ofBritannia Hotels they are having very bad market image as they are not keeping up expectations of their customer in effective manner. This is one of the essential aspect of the business in which customers are triggered in such a way that it leads to higher market image (Quesado, Aibar Guzmán and Lima Rodrigues, 2018). Internal perspective:This aspect is defined as internal performance of working employees and process. In this contextBritannia Hotels is not up to the mark for their employees as their employees are not trained and processes adopted by the hotel is obsolete. In order to upgrade their services management of Britannia Hotels is required to call for various trainings sessions so by which internal processes can be enhanced and customer satisfaction can be attained.
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Innovation and learning perspective:This aspect is defined as adoption of innovation and new technology in the business. In the context of Britannia Hotels they are not focusing over using new and emerging technology in their business due to which they are lacking behind grabbing customer satisfaction and their attention as well. In order to remain in the market Britannia Hotels is required to adopt new technology in providing services so that they can deal with rivals in prominent manner. Financial perspective:This is defined as expectations of shareholders and profitability of the organisation. In the context of Britannia Hotels the company is performing bad from 7 years in a row which clearly denotes poor financial performance. In order to overcome from the same Britannia Hotels is required to introduce effective services so that they can drag more customer and enhance their market image and financial position as well (Banabakova and Georgiev, 2018). CONCLUSION From the above report this can be concluded that quality is the most essential aspect of the business and managing quality leads to higher satisfaction of customer along with higher retention. Quality control is defined as using those approaches which are helpful in managing quality and quality standards within processes and activities of business. Benchmarking is advantageous for the business in order to evaluate their own performance in comparison of leading organisation in the marketplace. This enables the organisation to recognise those areas in which change and modification are required to achieve ultimate goal of enhancement of quality.
REFERENCES Books and journals Ahrholdt, D.C., Gudergan, S.P. and Ringle, C.M., 2017. Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research. 56(4). pp.436-450. Banabakova, V. and Georgiev, M., 2018. The role of the Balanced Scorecard as a tool of strategic management and control.IJASOS-International E-Journal of Advances in Social Sciences. 4(10). Barrows and et. al., 2016. Increasing the effectiveness of benchmarking in the restaurant industry.International Journal of Process Management and Benchmarking. 6(1). pp.79- 111. Carnerud, D., 2018. 25 years of quality management research–outlines and trends. International Journal of Quality & Reliability Management. Hermans, E., 2018. Benchmarking in tourism research. InHandbook of Research Methods for Tourism and Hospitality Management. Edward Elgar Publishing. Kasiri and et. al., 2017. Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, pp.91-97. Lugosi, P. and Jameson, S., 2017. Challenges in hospitality management education: Perspectives from the United Kingdom. Journal of Hospitality and Tourism Management,31, pp.163- 172. Quesado, P.R., Aibar Guzmán, B. and Lima Rodrigues, L., 2018. Advantages and contributions in the balanced scorecard implementation.Intangible capital. 14(1). pp.186-201. Tešić, D., 2020. Measuring dimensions of service quality. Strategic Management. 25(1). pp.12- 20.