Quality Management Consultant

This report discusses the quality management of Park Avenue Hotel, focusing on service quality, theories of service quality, service quality management, and service quality measurement tools. It provides insights into the components of effective service quality, theories of service quality, and the principles of service quality management. The report also explores the service design, service cape, and service encounter elements, as well as the SERVQUAL and TQM tools for measuring service quality.

Quality Management
Consultant

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Service Quality ......................................................................................................................3
Theories of Services Quality .................................................................................................5
Service Quality Management ................................................................................................7
Service Quality Measurement Tools .....................................................................................8
TASK 2 .........................................................................................................................................10
Service Quality Culture .......................................................................................................10
HR practices/ Recruitment/ Staff Turnover..........................................................................11
Employee motivation through empowerment......................................................................12
TASK 3 .........................................................................................................................................12
CFS Framework ...................................................................................................................12
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15
Appledix ........................................................................................................................................17

INTRODUCTION
Quality Management refers the high quality goods and services that mainly eliminate the
defects and associating continuous modification and improvement in the quality system of the
products. High level of quality products lead the high satisfaction rate and fulfil customers
expectations. Through appropriate principles like customer focus, relationship management,
leadership and teamwork can helpful to improve the quality level and balance the over all
services of quality management. To maintain the specific quality of the products and services, it
is necessary to focus on quality planning, quality improvement , quality assurance and quality
control so that organisations can make their brand image very strong with best quality and
management services. This report will discuss the quality management of Park Avenue Hotel
that comes under four star hotel established in London and providing their services since 2005.
This hotel is providing high standard executive and premier services to their customers, clients
and guests. The prime purpose of this report is to evaluate the main theories and principles which
are helpful to maintain the service quality and also analyse the impact of present services
delivery practices of Park Avenue Hotel so that they can motivate and engagement with their
staff members. Lastly, this report will provide the framework of customer feedback system that
hotel can use to control and enhance their service quality.
TASK 1
Service Quality
Service Quality is playing a crucial part in the development of business operations and it
is also required to improvement of market demand position. Service quality in the field of
Hospitality is consider the most prominent factor that help to gain the most appropriate
advantage and taking the highly competitive marketplace. Through specific service quality,
companies can create a massive competitive differences so that they can take more competitive
advantages as compared to their rivals (Adebanjo, Laosirihongthong and Samaranayake, 2016).
Park Avenue Hotel is one of the most famous hotel in London that provide various services like
hosting conferences, meetings, venue for special occasions like weddings, anniversary, birthday
parties and Apart from this, this hotel also gives restaurants, spa , gym and swimming pool
services. For customers convenience, Hotel also provide breakfast, lunch an dinner and for
enjoyment hotel also open a William Bar so that hotel can attract customers with their excellent

quality of services and also get more positive responses of the customers which will help to take
more benefits and hotel can build their market position more strong. As a service quality
consultant in the Park Avenue Hotel can use key components of the effective services quality to
maintain the quality of the products and services (Al-Dhaafri, Al-Swidi and Yusoff, 2016).
Components of Effective Service Quality
There are three appropriate components which determine the excellent service quality.
The description of these components as per the Park Avenue Hotel requirement are discussed
below-
Illustration 1: The three components of excellent service quality, 2018
 Service Strategy - With a appropriate service strategy, service quality consultant can set
the parameters and build the design of service value chain which is mainly useful in the
internal service platforms. Strong elements lead the better service strategy. Service
quality consultant of the hotel can focus on service delivery platform so that it can aid to
generate the strong value chain of the hotel. Hotel also focus on the booking system and
have a plan to provide combined room and event booking so that they can provide more

quality of services with their strategy which can help to improve the customer
expectation and satisfaction level and hotel business performance will more improve. Service Performance – Service performance lead the better outcome which determine the
specific level of confidence in the employees of the organisation. Through appropriate
training, rewards and empowerment, Park Avenue Hotel can increase performance of
their services. Delivery of service and service quality helps to enhance the service
performance (Demartini and Tonelli, 2018). Service quality consultant can provide
advanced training sessions to hotel employees and staff members and give them rewards
and appreciation so that staff members will feel motivated and find their value and
importance in the hotel that can helpful to improve the business performance and all the
customers perceptions toward the hotel will change which can aid to get the more
satisfaction of customers and guests.
 Customer Results – Perceptions and experience of the clients and customers depend upon
the service quality. To measure the customers response and results, service quality
consultant can take feedback of their customers which will make strong relationship with
customers and Park Avenue Hotel can understand the perception, expectations of the
customers and hotel can able to get high satisfaction level of their customers that will
help to maintain the business performance of the hotel.
With the help of these three components, Park Avenue Hotel can make healthy
relationship with their customers and understand the additional requirements of their customers
and clients. High service quality can change the whole perception of the people and they will
start like the products and services of the hotel. Strong service quality will help to fulfil all the
expectation of the customers which can determine the high level of revenue. Through effective
service quality, the satisfaction level of the customers, clients and guests will enhance and which
will increase the over all performance and productivity of the hotel (Eklund and Cabeza-
Jaimejuan, 2017).
Theories of Services Quality
Before decades, service quality became the big question for each and every industry and
in this hospitality industry is the one who faced lots of challenges in context of services quality
of their products and services. Sometimes, it is tough for the companies to measure and analyse
the quality of service because it is a intangible by nature. Evaluation of the service quality,

determined an easiest attempts consider for the service quality concept that basically came from
the Nordic School. Through this approach , service quality having two specific dimensions. The
description of these dimensions which Park Avenue Hotel can follow are given below-
Technical Quality
In technical quality, customers interactions and their review through technical media like
Facebook, Instagram, Twitter, Websites and other technological platform where customers can
ask their doubt and provide receive results (García-Fernández, et. al., 2018).
Functional Quality
In functional quality context, smooth customer services and effective customer delivery
services can take place. Functional quality give direct impact on the working of employees so
that they can able to satisfy the requirement of customers in a positive manner.
As compared to the functional quality, technical quality gives more impact on the
performance of the hotel because as a service quality consultant, it is important to provide the
right direction to the growth parameter of the hotel.
Theory of Services Quality
SERVQUAL is consider as a multi- item scale that developed the appropriate strategies
which are helpful to understand the customers perceptions about the service quality. The
importance of this scale is more because it is helpful to measure all the aspects related to the
quality of a specific service. This scale include five important constructs which are explained
below- Tangibles – This is the first construct of the service quality that consider those factors
which are tangible by nature like physical facilities staff and employees appearance,
machinery and equipments etc. service quality consultant of Park Avenue Hotel try to
maintain these tangible elements so that hotel can target customer directly and impress
them by their high quality services and other facilities (Glukhov, et. al., 2016). Reliability - This construct ensure the ability to perform various services with full of
accuracy and dependency. In service quality, it is mandatory to focus on the reliability
factor because it show the ability to demonstrate the performance of products. Responsiveness – It shows the willingness to response the requirement of the customers.
It can predict the view points of the employees so that Park Avenue Hotel can easily
analyse the quality of their products and services.

 Assurance – It shows the ability of the staff members to motivate and inspire the
confidence and trust of employees. This construct determine the assurance of the Park
Avenue Hotel that they provide to the people about their products and services.
 Empathy – This construct show the extent that determine the caring individualized
services. This will helpful to maintain the overall development of the product quality.
Park Avenue Hotel take care about this constructs because it depicts the whole aspects of
the service quality (Griffin, 2016). (Jain, 2017).
Service Quality Management
Service Quality Management analyse the overall quality of the products and also provide
proper tools and techniques to enhance and maintain the over all quality of the products. Service
quality management helpful to improve the revenue and productivity of the company. Effective
implementation of the service quality management tools give positive impact on the customers
loyalty , satisfaction and also increase the cash flow level of the company. To maintain the
effective quality management, some principles are essential such as customer focus, engagement
with the people, evidence based decision making, relationship management. These principles can
determine the whole concept of the quality management. Park Avenue Hotel can use these
principles to maintain the service quality management (Kazai and Zitouni, 2016). Quality
management is an ongoing activity that can do appropriate efforts to make products and service
value more strong. Service quality management of the hotel can concern on the quality policy,
quality planning and quality improvement. Park Avenue Hotel maintain service quality
management through various elements like service design, service cape, service encounter and
the description of all these elements are given below- Service Design - Service design refers as a useful techniques that maintain many
activities like planning, organizing and also controlling. Service design can use in both
way generating in a new services and improve the existing services. There are five
aspects of service design such as service solutions , management information system
techniques and management architectures tools, measurement system of the products.
There are various strategies which are beneficial for the effective service design such as
user centred, co-creative, sequencing etc. Park Avenue Hotel use all these strategies so
that hotel can follow all the appropriate plan for their services (Melendez, Dávila and
Pessoa, 2016).

 Service Cape – Service cape is an effective model that give impact on the physical
environment in which the whole service process take place. This concept is given by
Boom & Bitner. This is beneficial because it aids to convey all the expected roles and
behaviour that create the effective relationship with the service personnels. Service cape
help to influence the customers point of view and also provide them clues about the
products, it help to create the good quality of service memory in the mind of the people.
This tool is very beneficial to maintain the service quality of the management. Park
Avenue Hotel use this tools because in this time hotel face many quality issues and also
hotel manager have no more time to check the reviews of the customers. Through this
tools, service quality manager can maintain hotel performance.
 Service Encounter – This element refers the direct contact of the customers with the
company service provider. This include face to face interaction so that the experience
level of customers will increase. This tools mainly deal with the interaction of the service
provider with the people. There are various types of service encounters such as remote
counter, phone encounter, face to face encounter. In remote encounter occur without
direct person contact like ATM, bill boards, billing statements and internet websites etc.
Park Avenue Hotel use this types of service encounter so that company can maintain all
the quality management of their services. Phone encounter, this service encounter
happen between company and customers like organisation insurance and telecom
department (Mohile, et. al., , 2016).
Service Quality Measurement Tools
Service quality management tools are crucial for the development of overall quality of
the products and services. These tools helpful to understand the needs and demand of the
customers through analysing the experience of the customers and their satisfaction level. There
are various tools which is considered by the service quality consultant of the company. The
explanation of these tools are given below- SERVOUAL - This is a most effective and and common tool that measure the whole
subjective elements of the service quality of the products and services. SERVOUAL use
five elements which help to increase the over all service quality of the company. These
five elements are reliability, assurance, tangible, empathy and responsiveness. With the

help of these elements, Park Avenue Hotel can develop the entire quality of their
products and services (Nguyen, Phan and Matsui, 2018). TQM – Total quality management is a appropriate management approach that determine
the long term success by the effectiveness of customers satisfaction. TQM affect all the
members of the company those participate in improvement of products and service of the
company. This approach helps to enhance the customers satisfaction through various
customers services. There are many benefits of TQM which are considered by the Park
Avenue Hotel such as strength the competitive position of the hotel, develop market
image, reduce cost, increase customers focus and satisfaction level, reduce the level of
waste, high productivity etc. FEEDBACK – Feedback is helpful to get the right comment about products and services
of the company. With the help of proper feedback company can make their structure
strong and that will maintain the over all performance of the company. Park Avenue
Hotel use this tools to satisfy the queries and take doubts of their customers. From the
case of the Park Avenue Hotel it can be analysed that the complaints of the customers
increase during six months because manager of the hotel have no more time to response
all the reviews and feedbacks so it affect the quality of their services. Service quality
consultant suggested the hotel to conduct a effective feedback system so that hotel can
easily take and respond all the questions of the customers and take feedback so that they
can do some modifications (Roldán Bravo, et. al., 2017).
 SURVEY – Survey is the best technique to collect the appropriate data about the service
quality of the company. Service quality is consider the main key of the success for the
hospitality industry. Service Quality consultant suggest to the Park Avenue Hotel that
they need to conduct a market survey in which they will analyse the perception of the
people about the quality of their services so that hotel will make prepare a report and will
do some changes on the basis of customers requirements.

TASK 2
Service Quality Culture
Service culture comes under an organisational culture in which a collective form of
employees are working to provide outstanding quality services to the customers. In service
culture , employees are very much dedicated for the customers service. Service quality culture is
all about share , integrate and accept the quality. Service quality culture give positive impact in
the performance of employees because all the employees are fully trained to provide the
appropriate services to their potential so that they can become capable to provide better services
to the customers , clients and guests (Khurshid and Awan, 2017). Service quality culture
determine the over all quality inside the organisation and motivate employees and give proper
knowledge to their employees so that they can learn how to take attention of customers through
useful practices of customers centric approach.
Park Avenue Hotel service culture mainly concerned about the guest's experience but the
staff members of the hotel feel that there is no ownership exist. The service culture of the hotel is
not that much effective because there is no reward system and no more active empowerment of
the staff inside the hotel and some of the staff feel that there contribution in the success of the
hotel is not valuable for the management because hotel management department do not
appreciate for them toward their work. That is the reason that almost half of the employees are of
the hotel doing part time job and the rate of turnover of the employees is increasing. Most of the
employees have lots of complaints like minimum salary, lack of empowerment because hotel
management follow bureaucratic management style (Neyestani, 2017). Newly appointed service
quality consultant analysed all the situations of the hotel and then make some strategies so that
hotel can improve the service culture of the hotel and do some practices so that hotel service
culture can put some quality on it. Service quality consultant determined that to develop a
effective service culture,proper time and consistency is required so that hotel can adopt a
effective service culture. To develop a effective service inside the hotel there are some facts
which are necessary to consider which are given below-
 Seek Feedback - To develop an effective service quality culture it is consider the first
step which need to do. Service culture demonstrate the real interest toward the customers

and also looking for what customers really expect from the firm. To improve a strong
loyal relationship is the main responsibility of the staff members. With the help of
feedback, Park Avenue Hotel can build good relation with their customers and the
quality of service culture become increase.
 Establish Consistency - With the help of proper communication, it can be possible to
establish a consistency among the employees so that they can able to represent a effective
service culture inside the organisation. Park Avenue Hotel need to focus of the
consistency of the staff members.
 Reward & Recognisance - This is also a very useful practice to make service culture
more strong. Through reward system and proper recognisance help to motivate
employees so that they can build a effective service quality culture. Park Avenue Hotel
should provide rewards and encouragement to their staff members it will also lead in low
employee turnover rate
HR practices/ Recruitment/ Staff Turnover
HR practices are the system which involves attraction, development, motivation and
retention of the employees so that effective implementation of it is guaranteed and the survival of
company and employees is also ensured. The Park avenue hotel recruits the staff on ad hoc basis
which results in lack of job security in them and also their morale is lowered. The management
of the Park Avenue hotel is suggested that it must inculcate the HR practice into its hotel so that
it can ensure staff retention (Vogeser and Seger, 2016).
Recruitment is the process which involves identification, attraction, interview and
selection of the employees so that right candidate is appointed at right place. The hotel must
recruit the employees on permanent basis so that the employees have a feeling of job security.
This will not only motivate them to work for the growth and success of the hotel but will also
ensure their professional growth. The hotel must opt for external recruitment approaches like
advertisement either online or in newspaper so that potential candidates can apply.
Recruiting on permanent basis will lower the staff turnover and will lead in healthy and
positive environment. This will motivate the staff to contribute to organisational goals and
maintain the quality in order to serve with best services. Moreover, the hotel can engage in
employee engagement so that there is a sense of belongingness in the staff which will also
decrease the rate of staff retention.

Employee motivation through empowerment
Employee motivation is an essential practice which helps the company to to achieve their
organisational goals in an effective manner with the contribution of each employee.
Empowerment refers to employee's feeling of being the effective, influential and in control. It
helps in improving the employee commitment, satisfaction, creativity and motivation (Zambon,
Marzo and Scarpino, 2016). As empowerment enables better performance from the employees
by using the mechanism like monetary compensation, rewards, appreciation, flexible working
environment and many other. These mechanism work as powerful motivators which empowers
the employees to give their best.
As there is lack of empowerment in the Park Avenue hotel, it is important that the
management of the hotel must work on such mechanisms and offer monetary benefits to the
employees so that they feel motivated to work and give their best. This will ultimately contribute
in the achievement of the organisational goals. Empowerment generally gives authority and
power to the employees and this authority differ from corporation to corporation. Motivation is
the key to the performance improvement which also results in empowerment. The Park avenue
hotel must empower its workforce so that they can use their power or authority for the benefit of
the company which will on other hand will motivate them to do their best and contribute in
giving quality service to the guest (Khurshid and Awan, 2017).
TASK 3
CFS Framework
Customer Feedback System is essential because it allow the organisation to create better
understanding with their potential customers and clients. This framework is designed to aid the
customers so that they can share their opinions about particular products and services of the
company. There are various types of customers feedback system such as products and brand
health, customers satisfaction , brand loyalty, sales feedback and customers preferences
feedback. All these types of CFS are helpful to maintain the overall performance of the
company. Customers feedback is essential to maintain and guide all the staff members of the
Park Avenue Hotel because hotel experienced many trip advisory issues such as poor services,
long waiting time, busy staff members, no apologies for the inconvenience etc. so service quality
consultant can think about to appoint more staff members so that they can receive customers

review and also also satisfy all the queries of the customers. Park Avenue Hotel can take
customers from various methods like interview, questionnaire and comment cards methods. All
these methods are very appropriate for the hotel but with the suggestions of the service quality
consultant, hotel can opt for the interview questions methods and comment card methods.
Interview
Interview is the most appropriate method to measure the perception of the customers.
Through this method, companies can analyse the point of view of specific person in respect of
any products and services. Park Avenue Hotel use this methods to maintain the quality level of
their services. To analyse the point of view of their customers, hotel conducted a survey and
asked relevant questions to the customers randomly to the London people. The explanation of
these questions are given below-
 How you can share your buying experience ?
In this question, most of the people respond that they are satisfied with the services of the hotel
and they are also looking to celebrate some other events and occasions in this hotel. But some
people share their experience that they like hotel facilities but the services of the hotel are very
poor.
 Do you think that products and services is worth the cost.
Most of the customers shared their view that they like hotel food and they enjoyed all the
facilities of the hotels. But some customers and clients are very disappointed with the hotel staff
members.
 Which service you like the most ?
There are many services provided by this hotel but mostly customers like complementary
breakfast service and they also like quick room cleaning service.
 Do you enjoy the food that we offer?
Most of the people responded that they enjoyed restaurant food and some people said that they
like the quality of the food and they are very much satisfied with the variety of meal that hotel
served . But some people do not like it at all.
 Do you like revisit in the hotels ?
Almost people responded in this interview that they ant to visit again because this hotel is very
convenient for them.

Comment Card
This is a very valuable method to collect the customers feedback. In this method,
company can take responses of the customers about their products and services because opinion
of the customers are remarkable for the company. Park Avenue Hotel used this card to know
about the experience of the customers so that they can do some modification in their services and
also maintain all the service quality of their products and services.
Park Avenue Hotel provided comment card with their daily customer and also take online
review with their new and existing customers. Through this comment card, most of the
customers responded that they enjoyed the food of the hotel and they responded that the quality
of the food and services is excellent and they the hygiene level of the hotels room and other areas
is good and they also like the infrastructure of the hotel.
CONCLUSION
As per this report it can be measured that quality management is prominent part of each
and every company. With the help of useful principles of quality management, companies can
improve their over all quality of their products. This study determined three components of the
service quality and considered that service strategy, service performance and customer result are
the useful to improve the quality of the services. This report also discussed about the importance
of customers feedback system and formed some question and take interview to some customers .
This report also identified the significance of HR practices and employee motivation and
empowerment.

REFERENCES
Books and Journals
Adebanjo, D., Laosirihongthong, T. and Samaranayake, P., 2016. Prioritizing lean supply chain
management initiatives in healthcare service operations: a fuzzy AHP
approach. Production Planning & Control, 27(12), pp.953-966.
Al-Dhaafri, H.S., Al-Swidi, A.K. and Yusoff, R.Z.B., 2016. The mediating role of total quality
management between the entrepreneurial orientation and the organizational
performance. The TQM Journal.
Demartini, M. and Tonelli, F., 2018. Quality management in the industry 4.0 era. Proceedings of
the Summer School Francesco Turco, 2018, pp.8-14.
Eklund, J.F. and Cabeza-Jaimejuan, M.D.M., 2017. Quality of governance and effectiveness of
protected areas: crucial concepts for conservation planning. Annals of the New York
Academy of Sciences.
García-Fernández, J., et. al., 2018. The effects of service convenience and perceived quality on
perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management
Review, 21(3), pp.250-262.
Glukhov, V., et. al., 2016. Quality management of metal products prepared by high-speed direct
laser deposition technology. In Key Engineering Materials (Vol. 684, pp. 461-467).
Trans Tech Publications Ltd.
Griffin, R.D., 2016. Principles of air quality management. CRC Press.
Jain, P., 2017. Effect of online education trend on quality management. International journal of
health sciences, 1(1), pp.1-5.
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judges behavior. In Proceedings of the Ninth ACM International Conference on Web
Search and Data Mining (pp. 267-276).
Khurshid, F. and Awan, M.U., 2017. Service quality and organizational culture as predictors of
faculty job satisfaction. Pakistan Business Review, 19(2), pp.499-517.
Melendez, K., Dávila, A. and Pessoa, M., 2016. Information technology service management
models applied to medium and small organizations: A systematic literature
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Mohile, S.G., et. al., , 2016. Improving the quality of survivorship for older adults with
cancer. Cancer, 122(16), pp.2459-2568.
Neyestani, B., 2017. Principles and Contributions of Total Quality Mangement (TQM) Gurus on
Business Quality Improvement. Available at SSRN 2950981.
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company to improve competitiveness. International Journal of Engineering and
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of interorganisational IT infrastructure and complementary learning styles. Production
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Zambon, S., Marzo, G. and Scarpino, E., 2016. Exploring intellectual capital management in
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Appledix
Interview questions
 How you can share your buying experience ?
 Do you think that products and services is worth the cost.
 Which service you like the most ?
 Do you enjoy the food that we offer?
 Do you like revisit in the hotels ?
Comment Card
Hotel Comment Card
Thank You For Choosing us for occasions and food
Please consider this card it will take your 5 minute to attend all the queries which are related to
our products and services and we are trying to improve this so that we can serve on a more
better way and we also consider your taste and preferences.
Excellent Good Average Poor
Quality of Food - - - -
Quality of Services - - - -
Cleanliness of the Hotel - - - -
Hygiene Level - - - -
Cooperation of Staff Members - - - -
Appearance of Staff Members - - - -
Value of Money - - - -
Infrastructure of Hotel - - - -
Design of the Restaurant - - - -
Any other Comments and Suggestions:

1.
2.
Optional :
Name
Mobile No