Total Quality Management in Service Industries

This assignment delves into the concept of Total Quality Management (TQM) with a specific focus on its implementation within service industries. It requires an understanding of TQM's core principles, historical evolution, and various models and tools used for quality improvement. Students are expected to analyze case studies and real-world examples to demonstrate how TQM concepts are applied in diverse service sectors like hospitality and healthcare. The assignment also encourages critical evaluation of the challenges and benefits associated with implementing TQM in a service context.

Quality Management

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Evaluating customers needs and expectation for establishing business objectives.....................1
TASK 2 ...........................................................................................................................................3
Evaluating tools and techniques used to diagnose and improve the effectiveness of systems
and processes...............................................................................................................................3
TASK 3 ...........................................................................................................................................4
Implementation of quality initiatives...........................................................................................4
TASK 4 ...........................................................................................................................................6
Evaluating implications for a company that fails to meet customer expectations.......................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

TABLE OF FIGURES
Figure 1: Quality initiative techniques............................................................................................5

INTRODUCTION
Quality management is considered as a combination of diverse managerial activities that
are related to identification of various policies and their application regarding excellence. It is
beneficial for continuous development in developing quality of products and services so that
goals can be accomplished in appropriate manner. Total Quality Management (TQM) is one of
the significant methods that can be adopted by business organisations for advancement of their
controlling and monitoring system (Rumane, 2010). Marriott Hotels and Resort is a global
hospitality company of US. It was listed as the fourth best organization in the UK because of its
quality provisions and facilities (Marriott International Hotels, 2016). According to authors,
quality management can be claimed as the superiority of product and service that service user
attains. In the present report, the quality management of Marriott has been discussed. It is one of
the critical tasks for business organisations to provide better products and services at low cost.
By undertaking the perception of customers into consideration, the research on quality
assessment of Marriott has been made.
TASK 1
Evaluating customers needs and expectation for establishing business objectives
Consumer’s needs and expectations are considered as one of the critical aspects of every
business because; it is directly related with success of organisation. Customer needs can be
referred to as the purchase of goods and services in order to resolve issues. It is also termed as
their expectations and requirements. According to Oliver (2014), the management of Marriott
must focus on customers’ needs during the designing and establishment of business objectives.
In other aspect, customer’s needs and expectations must be considered as significant factors for
better establishment of quality standards and objectives (Oliver, 2014). In support of this, it has
also been contended that the accomplishment of their demand decides the success of the firm. It
means that the management of hospitality firm must focus on customer’s requirements while
establishing business objectives.
As per the view of O’Fallon and Rutherford (2014), it can be asserted that without
consideration of key requirements, the organisation cannot design activities in appropriate
manner to meet customer satisfaction level. For example, the management of Marriott has
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designed its quality standards that they will provide services in 30 minutes of the order
demanded by the client. But on the other side, customers expect that hotel organisation will
supply services in 10 minutes from the time of order placed (O'Fallon and Rutherford, 2014). In
these circumstances, the business organisation may face failure issues because designed
standards do not meet the customer satisfaction level. It is essential for management of
hospitality organisation to ensure that the standards and objectives are established according to
perception of customers and their needs (Uysal and Williams, 2013). Thawesaengskulthai (2010)
has also critically stated that the guests expect positive outcomes from the services when they
visit to the hotel. Hence, their key needs are needed to be satisfied in appropriate manner.
Customers demand the highest level of services in order to meet their satisfaction level
(Thawesaengskulthai, 2010). With an improved focus on customer expectations, the
management of Marriott Hotels and Resorts can easily design effective objectives and quality
standards. This is because; it provides dynamic future that leads the business to impressive level
of success.
Burcher, Lee and Waddell (2010) have also concluded that if quality standards and
objectives are designed according to customer’s needs then, it will also influence the
performance of customer service representative. It clearly indicates that the customer’s
dissatisfaction ratio will also be increased due to improper establishment of objectives (Burcher,
Lee and Waddell, 2010). There are number of benefits that can be attained by management of
Marriott by considering expectations as critical aspect in establishment of objectives. One of the
key benefits is that it provides better customer satisfaction and transform service user from first
time visitor to loyal clients. Other than this, Xu and Chan (2010) have also asserted that with an
improved focus on customer’s needs, the hospitality firm can enhance the sales. This is because;
it makes customer feel comfortable which is advantageous for better success. It also brings a
better business for the organisation because increased level of satisfaction level motivates them
to bring in additional business through word of mouth (Xu and Chan, 2010). As per the above
statements, it can be concluded that the effective consideration of customer expectation will
boost service performance and renders better satisfaction to them. It means that clientele
requirements to be taken into account while establishing business objectives and quality
standards for sustainable developments.
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TASK 2
Evaluating tools and techniques used to diagnose and improve the effectiveness of systems and
processes
According to Ehrnrooth and Gronroos (2013), there are number of tools and techniques
that can be adopted by the management of hospitality organisation to enhance the systems and
processes in order to meet customer’s expectations. In this respect, it can be said that the
business units can focus on quality management tools and techniques to improve the
effectiveness of systems and procedures. Classification of tools is made on the basis of total
quality management system, six sigma, lean structure, quality control systems, etc (Oakland,
2012). TQM is referred as an approach that brings long term success and continuous
advancement in all aspects of an organisation. With an assistance of TQM system, the key
processes of hospitality organisation can be improved to accomplish short term goals. Its key
motive is to transform diverse progressive changes in practice and structure (Roberts, 2010).
Rumane (2010) has asserted that the quality management of business can be improved by the
application of TQM because; it is beneficial for better customer satisfaction level. For example,
the business organisation has implemented excellence standards as per the consideration of
quality management system. It has improved the superiority of services and productivity of
company. These kinds of developments in Marriott are advantageous for better satisfaction level
to customers and lead it to impressive level of success (Rumane, 2010).
In support of this, TQM focuses on improvement of product and service quality so that
customers feel valued. Sallis (2014) has stated that customers are attaining better values then; it
will assist management of Marriott to accomplish goals in appropriate manner. It also allows
business to integrate the work style and operational activities so that quality of services can be
improved (Sallis, 2014). Moreover, the management can also provide training to employees
according to standards of quality management system so that business can gain better
opportunities. Other than this, ‘six sigma’ tool is also one of beneficial techniques that allows
business firm to improve process and leads to better accomplishment of customer satisfaction. As
per the view of Abdallah (2013), ‘Six sigma’ is a management approach that is adopted by
business organisations to develop advancement level of quality. In other aspect, the management
of Marriott can focus on six sigma approach to improve quality of hospitality services and meet
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customer contentment level (Abdallah, 2013). This strategy involves creating groups of people at
the workplace that have detailed information about the quality methods. Management of
hospitality firm can focus on six key factors that can enhance the quality of operational activities
and accomplish customer satisfaction in appropriate manner. Classification of Six sigma
elements is as measure, analysis, innovation, controller and define. It provides better control on
operational activities and reduces the wastage of resources that is beneficial for the improvement
of quality of product. It also enhances the customer satisfaction level because it provides better
values in form of services (Asif and et.al., 2013).
Furthermore, Chavan (2011) has said that the organisation can also focus on quality
control system for improving processes to meet customer satisfaction level. In this respect, the
management of hospitality organisation can improve its monitoring system to ensure that the
standards are well maintained (Chavan, 2011). CCTV (Closed Circuit Television) monitoring
and regular checking of supply chain is also essential for the organisation. It helps in making
sure that the business is maintaining standards in appropriate manner which will directly impact
the quality of services as-well-as customer’s expectations in a positive way. Quality control team
are also established in order to ensure excellence of products and operational activities of the
firm.
TASK 3
Implementation of quality initiatives
Quality initiative techniques are used to bring innovation and satisfaction at work.
Maintaining Quality is a prime work of every organization (Rumane, 2010). Marriott hotel can
also use several techniques which can provide satisfaction to guests. Marriott hotel is a well
established and famous hotel in the hospitality industry of UK but still, they can work to improve
the quality of its provisions by initiating techniques. There are ways which are discussed below
that can be used for quality initiatives:
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Figure 1: Quality initiative techniques
 Quality Services: Providing the best hospitality service is the only way of initiating
quality of Marriott Hotel for their guests. Guest starts judging hotel services with their
first step in the hotel premises till the time of their stay (Oliver, 2014). Services are
required to be modified and flexible, so that these can be turned out according to the
guest's needs. These services include accommodation, pool service, spa, massage service
and game parlour services. Guest feels satisfied to use all the services or extra facilities
which are present in the hotel premises.
 Quality Food: Visitant's satisfaction is completely affected by their taste-birds. Type of
food offered by Marriott Hotel creates level of satisfaction among their guests. Food is
what everyone chooses according to their preferences so management needs to consider it
as a critical factor (O'Fallon and Rutherford, 2014). Hotel kitchen staffs are capable to
satisfy needs and wants of guests regarding their taste expectations. They can improve
quality by using only fresh stock. They can meet consumer's satisfaction by providing
them food according to their preference
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 Quality Staff: Active staff helps in meeting the needs and expectations of the guests.
They are the only link between guest and management (Uysal and Williams, 2013). For
quality staff, Marriott Hotel can organize training programs to enhance the skill levels
among members. In these programs, they are required to be trained to work on assessing
ways to meet client’s desires. They must look presentable in their hotel attire and well
trained to talk in humble and polite way with guests.
 Prior Survey: Marriott Hotel can do the survey of needs and expectation of their guests
before they enter into the hotel. The prior survey will help in taking quality initiatives for
hotel (Thawesaengskulthai, 2010). Survey will help in identification of expectation and
needs of guests. This can help in modifying their services according to the wants or
desires of the guest. Through survey; they can also provide special provision to their
guests in the best possible manner.
 Maintaining Cleanliness: Providing clean and healthy environment is a priority need of
Marriott Hotel. While entering the hotel premises, guest seeks for dust-free and clean
surrounding (Burcher, Lee and Waddell, 2010). Hotel's maintenance department plays a
vital role in this. They can make use of new and improved technologies for cleanliness
purpose and provide quality services. It is not only about cleanliness in hotel premises but
also about the surroundings of hotel.
 Proper Convenience: Marriott Hotel is a big hotel with wide and open area. Easy and
proper convenience facilities are the needs of every guest (Xu and Chan, 2010). They can
make use of goal cars so that they can easily travel in the hotel. They can also provide
cars or buses facilities for them so that they can go for side-seeing visit. Hotel staff
should provide information about the places where guest can take a visit. By providing
these facilities, hotel can satisfy travelling needs of guests.
 Entertainment Activities: Marriott Hotel can arrange events for guest's entertainment.
They can also inform newly arrived clients for the ongoing events happening in hotel
premises (Ehrnrooth and Gronroos, 2013). They can also make their guests aware about
the events happening in the outer sides of hotel. They can also provide charge free
networking to them. Guest's satisfaction level can be attained by addressing all their
needs and expectations.
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TASK 4
Evaluating implications for a company that fails to meet customer expectations
As per the view of Conti (2010), it can be said that improper consideration over
customer’s expectations impacts overall business in negative manner. It means that it is
necessary for management of Marriott Hotels and Resorts to have improved focus on customers’
expectations and identification in order to meet objectives. In this support, there are number of
implementations that can affect the business in negative manner (Conti, 2010). For example, this
business unit has implemented quality standards without taking customer’s need into
consideration. In this situation, it is possible that they may face failure issues because designed
standards do not meet actual satisfaction level of customers. It is essential for management of
hospitality organisation to ensure that the standards and objectives are established according to
the perception of customers and their needs. Talib (2013) has also asserted that the improper
consideration of quality aspects also impacts the business of hospitality organisation in negative
manner. In the support of this, it can be said that the management needs ensure that the
implementations of actions plans are taken in appropriate manner so that customer expectations
can be accomplished (Talib, 2013). For example, the organisation has decided to adopt number
of quality standards but employees do not have proper information about the quality rules and
standards. It may impact the overall working of organisation in negative manner which will
directly influence the customer satisfaction level in negative aspects.
Theodorou and Giannelos (2015) have also contended that it is necessary for
management to have effective identification of customer expectations so that standards can be
designed in appropriate manner. In order to understand the customer’s needs, the management of
Marriott can focus on effective market research. With an improved focus on market research, the
organisation can easily determine their needs (Theodorou and Giannelos, 2015). Improved level
of information about the customer needs will assist in effective accomplishment of goals. In
addition to this, it can be contended that the management of hospitality organisation can focus on
online survey and other methods to accomplish research activities. It will provide effective
identification of key issues that customers faces during the visit to hotel. It will also assist in
effective designing of strategies to overcome issues and leads business to impressive level of
success. As per the view of Weckenmann, Akkasoglu and Werner (2015), the management of
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hospitality organisation can focus on feedback processes with customers. It will facilitate
effective determination of key needs so that business can accomplish its objectives in appropriate
manner. Customers demand the highest level of services in order to meet their satisfaction level
(Weckenmann, Akkasoglu and Werner, 2015). With an improved focus on customer
expectations, the management of Marriott Hotels and Resorts can easily design effective
objectives and quality standards. Other than this, company can also consider social media tools
and blogs to interact with customers so that key issues can be determined in suitable manner. E-
mail is also one of the mediums that can be used to communicate with customers and measure
their needs.
CONCLUSION
As per the above study, it can be concluded that the quality management is one of the
most significant factors for every business organization because; it improves quality of products
and services. It has been identified that with an improvement in quality of products and services,
the management of Marriott can meet customer satisfaction level in effective manner. In support
of this, it can be said that the TQM, six sigma and other controlling methods are beneficial for
sustainable development in operational activities and meet customer’s expectations. Lastly, there
are number of initiatives that can be taken by the management to enhance quality of services
such as establishment of quality control team, etc.
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REFERENCES
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Abdallah, A. B., 2013. The Influence of" Soft" and" Hard" Total Quality Management (TQM)
Practices on Total Productive Maintenance (TPM) in Jordanian Manufacturing Companies.
International Journal of Business and Management. 8(21). pp.11.
Asif, M. and et.al., 2013. A model for total quality management in higher education. Quality &
Quantity. 47(4). pp.1883-1904.
Burcher, G. P., Lee, L. G. and Waddell, D., 2010. Quality lives on”: quality initiatives and
practices in Australia and Britain. The TQM Journal. 22(5). pp.487-498.
Chavan, M., 2011. Quality management and quality care. Asian Journal on Quality. 12(1). pp.91
– 112.
Conti, T., 2010. Systems thinking in quality management. The TQM Journal. 22(4). pp.352 –
368.
Ehrnrooth, H. and Gronroos, C., 2013. The hybrid consumer: exploring hybrid consumption
behaviour. Management Decision. 51(9). pp.1793-1820.
O'Fallon, J. M. and Rutherford, G. D., 2014. Hotel Management and Operations. John Wiley &
Sons.
Oakland, S. J., 2012. Oakland on Quality Management. Routledge.
Oliver, L. R. 2014. Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
Roberts, H., 2010. Quality Is Personal: A Foundation For Total Quality Management. Simon
and Schuster.
Rumane, R. A. 2010. Quality Management in Construction Projects. CRC Press.
Sallis, E., 2014. Total quality management in education. Routledge.
Talib, F., 2013. An overview of total quality management: understanding the fundamentals in
service organization. International journal of advanced quality management. 1(1). pp. 1.
Thawesaengskulthai, N. 2010. An empirical framework for selecting quality management and
improvement initiatives. International Journals of Quality & Reliability Management.
27(2). pp.156-172.
Theodorou, D. and Giannelos, P., 2015. Medical laboratory quality systems – a management
review. International Journal of Health Care Quality Assurance. 28(3). pp.267 – 273.
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Uysal, M. and Williams, A. J., 2013. Current Issues and Development in Hospitality and
Tourism Satisfaction. Routledge.
Weckenmann, A., Akkasoglu, G. and Werner, T., 2015. Quality management – history and
trends. The TQM Journal. 27(3). pp.281 – 293.
Xiaofen, T., 2013. Investigation on quality management maturity of Shanghai enterprises. The
TQM Journal. 25(4). pp.417 – 430.
Xu, B. J. and Chan, A., 2010. A conceptual framework of hotel experience and customer‐based
brand equity: Some research questions and implications. International Journal of
Contemporary Hospitality Management. 22(2). pp.174-193.
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