Comparative Analysis of Quality Management Theories

This assignment requires a comparative analysis of quality management theories, including Deming, Juran, and Crosby. The student needs to analyze the strengths and weaknesses of each theory, provide examples from literature and online resources, and discuss their applications in real-world scenarios. The assignment also includes references to relevant studies and online resources for further reading.

Quality Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Quality in terms of business and services..............................................................................1
1.2 Process of inspection and assurance......................................................................................2
1.3 Approaches to quality management.......................................................................................2
1.4 Similarities and differences between various methods of quality.........................................3
TASK 2............................................................................................................................................4
2.1 Meaning of customer satisfaction..........................................................................................4
2.2 Meaning of continuous improvement....................................................................................5
2.3 Types of added value gained through effectiveness and efficient of operation.....................5
2.4 Types of information are available to customers of British Airways....................................6
TASK 3............................................................................................................................................6
3.1 Measurement of Quality management...................................................................................6
3.2 Advantages of user and non-user surveys in analysing customer needs...............................7
3.3 Methods of consultation employed........................................................................................7
3.4 Complaint procedure in order to improve quality.................................................................8
TASK 4............................................................................................................................................8
Covered in PPT............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Quality generally refers to a level of excellence. It is considered as most important
challenge which are facing by organisation. It is an opportunity for companies, if they are
developing their reputation for high quality, then they are creating an advantage over their
competitors (Butler and et. al., 2013). Quality is about meeting the requirements and expectation
of their customers, for example, reliability, price, performance etc. Present report is based on
British Airways who is providing so many services to their clients who are travelling in plans.
Aim of this company is serve best quality of services to customers who are travelling for long
haul. In assignment, various authors have explained the meaning of quality which is explained in
detail. Further, meaning of continuous improvement is also discussed. Apart from this, various
tools and techniques has been adopted by organisation which help them to improve their quality
of services.
TASK 1
1.1 Quality in terms of business and services
Quality is a monetary perception that occurs when something in environment is interact
with us. Quality management system is formalised system which help to organisation in offering
superior services to their regular customers. It also helps in making coordination and direct an
organisation activity in order to meet customers’ needs and regulatory requirements. Further, it
also helps in improving the efficiency and effectiveness of facilities on regular basis. Following
are different definition which are given by various authors are explained as below:
As per view of Peter Drucker, (2011), it is examined that quality is not product of
services which are provided by supplier. It is considered as that what customers are getting from
organisation and they are willing to pay for it. In British Airways, manager is responsible to
measure the level satisfaction of customers. To retain in market, it is essential for them that
whatever customers are paying to them, then services should also provide accordingly.
As stated by ISO 9000, it is depicted that, quality is a set of inherent characteristics in
which company can satisfy the needs of consumers. This standard had defined the expectations
and requirements of customers.
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1.2 Process of inspection and assurance
For many of organisation, concept of quality control may be different. For example, in
services industry, there is no tangible product to inspect and control them. So, Quality assurance
and control are having different aspects in terms of quality management. Below mention are
different process which can be used by manager of British airways in inspection and assurance of
quality.
Quality assurance – It consist the part of quality management which is focusing on
offering confidence services in order accomplish with the needs of customers (WHAT ARE
QUALITY ASSURANCE AND QUALITY CONTROL?, 2017). This confidence is provided by
quality assurance in twofold i.e. agencies, regulators, governments, external customers and third
parties. British airway assures that, facilities which are providing for long haul routes are in
superior way so that customers can enjoy their journey in best manner.
Quality control – As it is considered as part of quality management which are focusing
on pleasing the quality requirements of customers. In this managers are having authority to
monitor the quality of products and services so that they can conclude whether these are
complying with actual standard of services or not.
In quality inspection is that process in measuring, analysing or scrutinising to gauge more
characteristics of products and services and comparison has been done with specific
requirements of conformity.
1.3 Approaches to quality management
There are different approaches which can be used by organisation in order to evaluate the
effectiveness of services which are served by British airways. Different philosopher has given
serval approaches which are enumerated:
Edwards Deming – In this, there are certain principles of management, organisation in
which companies can improve quality of products and services and will reduce concurrently cost.
Reduction in cost will also involve minimising waste production, staff attrition and it
simultaneously increasing customer loyalty (Pioneers of Project Management: Deming vs Juran
vs Crosby, 2017). He had explained following cycle in which organisation can improve their
services in more effective manner.
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Source 1: Deming Cycle, 2016
Plan – Manager of British airways have to design business process components in which
they can target more customers by delivering supreme quality of service.
Do – After making plan, implement them so that they can measure the performance.
Check – Now, check the performance whether it has been provided with actual standard
or not and report to decision makers.
Act/Adjust – Draw a conclusion so that changes can be done and implement them
properly.
Crosby Philosopher – As per quality management, it is based on some absolute elements
in which it will aid to entity in improving their quality standards. For example, cost of services
should be reasonable which will help to manager in implementing more strategies for targeting
their predetermined goals and objectives.
Deming philosopher – This philosopher had explained that if there is an improvement in
quality of products and services, then it also minimises cost of facilities.
Six sigma of total quality management is also another approach which can be used by
manager in order to serve quality of services to customers.
1.4 Similarities and differences between various methods of quality
While using any method of quality, then it is essential for manager of British airways to
properly understand them properly. So that they can implement them properly. So, following are
some similarities and differences of quality methods are explained;
Similarities between Quality control and assurance
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These both techniques are used by organisation to see that whether the services are provided
according to set standards or not. Through this they can, they can find out the deficiency in their
services.
Differences
Basis Quality Assurance Quality Control
Definition It is a set of activities which
ensures about quality in
process which are developed
for products (Chen and Luo,
2014).
It ensures about quality of
products. It helps to
organisation in identifying the
defects in actual goods.
Responsibility Team is responsible who are
involved in developing
products and services are
responsible for quality
assurance.
It is considered as
responsibility of specific team
while testing out any product
or services.
Example Verification Software testing
TASK 2
2.1 Meaning of customer satisfaction
Customer satisfaction indicates that fulfilment of their needs which is derive from doing a
business. In simple words it can also said that how customers are happy with their transactions
and overall experience of company. Customer satisfaction can be deriving from products and
services which are provided by British Airways and making efforts to meet their requirements.
Through this they are also making convenient for them to become loyal towards the firm. While
retain in market it is considered as an important step so that they company can also gain
customer loyalty.
Apart from this, there are other reasons which is significant for British Airways in order
to accomplish with customer satisfaction (Goetsch and Davis, 2014). For example, facilities
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which are serve by them should be unique in order to attract more customers, simultaneously it
will help them to beat their competitors also. Moreover, it can also increase time value of
customers towards company which make more strong reputation in market.
2.2 Meaning of continuous improvement
Continuous improvement is a continuous or ongoing efforts in order to improve the
quality of goods, services or process. Total Quality Management is supporting to organisation in
attaining the needs of customers with the help of using several tools and techniques. Quality of
service cannot be improved until and unless there is no significant losses in productivity.
Continuous improvement includes some principles like customer focus or process improvement
etc.
Manager of British airways are doing continuously efforts in improving quality of
services for those customers who are doing travel for a long period of time. While making
improvement in facilities, it will be beneficial for managers or team members in identifying more
problems which are facing by employees as well as customers (Harter and et. al., 2011). It is
responsibility of higher authority to adopt new strategies in order to improve their existing
services. Further, crew members have to avoid those services which are not using by customers
so that it can also save their cost and time.
2.3 Types of added value gained through effectiveness and efficient of operation
When customers decided that, they want to use the services which are provided by
organisation, they need to understand it as much as possible. So for this, it become responsibility
of manager to provide them necessary information facilities. With the help of this, they can also
add more additional value in their facilities and gained advantage from them. Below mentioned
are some added valued which are using by British airways;
Quality Added Value – In this concept, organisation is trying to adding some additional
value in products and services. Through this, it become convenience for customers to use
desirable facilities which are offered by British Airways.
Value addition – In this, value of services is increased in each stage of production but is
excluding initial cost of facilities. It will ben benefit for organisation to add more services
according to the consumer willing power (Kim, Kumar and Kumar, 2012). For example, at the
time of travelling customer want food, then in this employee can provide facilities according to
them.
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2.4 Types of information are available to customers of British Airways
Successful organisation whether it is large or small are providing basic information to
their customers when they are ready to use their services. Business owner of British Airways are
using customer relationship system so that they synchronise the sales and marketing efforts of
employees. It became obligation of managers that they should provide necessary information to
their customers through internet, social media etc. Customer are having keen interest to came to
know about mission, vision of company (Sallis, 2014). With the help of these information, they
can make their viewpoint towards the organisation. Moreover, with the help of internet facilities,
manager can take feedback from their regular customers so that their problems can be resolve in
proper manner. Besides this, company need to allow their customer to access with organisation
products and services so that they can came to know about features.
For every business marketing strategy is playing an essential role because it aids them in
growing and making profit. There are several ways in which British Airways can do marketing
within reasonable budget also. For example, they can provide packages to customers on discount
because there are many customers who love take advantages on great deal which are provided by
organisation.
TASK 3
3.1 Measurement of Quality management
In order to take participate in total quality management, British Airways is focusing on
transformation from engineering based company. There are few number of factors which are
making contribution in the success of company, namely; constantly reduction in costs, focusing
on providing excellent services at premium price, capturing of growing market with the help of
alliances and partnership and maximising return on individual flights by investing funds in
computerised reservations (Simon and et. al., 2011). Manager can also measure quality of
services by taking feedback from them. on the basis of feedback, it will help them to improve
their existing services and keep their customers happy. Other one is benchmarking. It is done
against a camping of products and services. There is different type of benchmarking which can
be used by manager, namely; internal, generic, functional and competitive. Internal
benchmarking is used when business process of organisation is similar with same entity. In
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competitive, comparison has been done between products, services or methods with their
competitors.
3.2 Advantages of user and non-user surveys in analysing customer needs
To get deeper understanding of current needs of customer, the it is essential for
organisation to analyse their requirements on regular basis. There are two kinds of customers i.e.
users and non-users. The services which are provided by British Airways, for this managers can
conduct survey for them to identify that whether they are happy with their amenities or not. They
can also conduct survey on the basis of user and non-users in order to analyse the current needs
of customers. The survey which has been conducted for user, there are also some advantages
which will receive by company such as;
Quality of products and services – While conducting survey for users, they are telling
about the real value of products and services which are provided by them (Sıtkı İlkay and Aslan,
2012). If negative feedback is received from them, then there is a need to improve in existing
products and services.
Value for money – If customers are getting services for which they are paying, then it
will increase the profit and ultimately sales also.
Apart from this, survey is also conducted non-users of British Airways. These are those
customers who are not using facilities of mentioned company, it may be due to premium price on
services or any other. But the advantage of doing this survey is; entity can improve their prices in
terms of services so that they can meet with customer needs. Further, different strategies can also
be find out if there is suddenly change in marketing environment.
3.3 Methods of consultation employed
Several methods can be used by manager of British Airways in which they can encourage
employee participation in different groups. There are many customers who will not prefer to use
these services because they are having less communication with them. So their feedback will not
influence their services, but it considered as important in context of whole industry
(Vanichchinchai and Igel, 2011). Following are some method which can be used by them;
Survey – This kind of survey is designed to analyse the need of customers and meet out
with their expectations. In this customers as well as employees are giving their views when they
are using British Airways services.
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Group interview – Manager can convey interview for those people who are
underrepresented. In this, group discussion is done with particular number of people and help
them to identify those customers who are able to use these services.
Telephonic survey – In this managers are conducting survey through telephones. But it is
disadvantage for them because through this they cannot interact with customers in appropriate
manner.
3.4 Complaint procedure in order to improve quality
There are different ways in which company can improve their quality of services. One of
them is with the help of complaint. Sir Colin Marshall had brought one of the major change in
British Airways regarding customer complaints in context of quality of services (Wang, Chen
and Chen, 2012). They had discovered several ideas and ways of listing to their customers and
dealing with new approaches which are related with customers’ requirements. Few steps have
been described which can be used by manager regarding complaint procedure;
 Use customer feedback effectively in order to improve quality of services. Along with
this they can also adopt new strategies in order to improve their overall performance.
 Prevent future services pitfalls with the help of teamwork.
 It is their responsibility to prevent customer retention for a long period of time while
providing them high quality of services and goods.
 They have to also prevent customer defection by improving their services.
TASK 4
Covered in PPT
CONCLUSION
It can be concluded from above report; quality plays an important role. While improving
the quality of goods and services it become easy for organisation to attract customers towards it.
If managers are not looking upon quality of services, then it can also impact on their reputation,
ultimately it will impact on their sales and profit. Further, there are different approaches which
can be used by them for six-sigma which is concerned about quality at each stage of production
process. Along with this, manager should monitor services on regular basis which are provided
by them so that appropriate action can be taken if any deficiency is found in them.
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REFERENCES
Books and journals
Anvari, A., Ismail, Y. and Hojjati, S. M. H., 2011. A study on total quality management and lean
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Butler, J. R. And et. al., 2013. An analysis of trade-offs between multiple ecosystem services and
stakeholders linked to land use and water quality management in the Great Barrier Reef,
Australia. Agriculture, ecosystems & environment. 180. pp.176-191.
Chen, L. and Luo, H., 2014. A BIM-based construction quality management model and its
applications. Automation in construction. 46. pp.64-73.
Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Harter, P. and et. al., 2011. Impact of a structured quality management program on surgical
outcome in primary advanced ovarian cancer. Gynecologic oncology. 121(3). pp.615-
619.
Kim, D. Y., Kumar, V. and Kumar, U., 2012. Relationship between quality management
practices and innovation. Journal of operations management. 30(4). pp.295-315.
Sallis, E., 2014. Total quality management in education. Routledge.
Simon, A. and et. al., 2011. Integration of standardized environmental and quality management
systems audits. Journal of Cleaner Production. 19(17). pp.2057-2065.
Sıtkı İlkay, M. and Aslan, E., 2012. The effect of the ISO 9001 quality management system on
the performance of SMEs. International Journal of Quality & Reliability Management.
29(7). pp.753-778.
Talib, F., Rahman, Z. and Qureshi, M. N., 2011. Prioritising the practices of total quality
management: An analytic hierarchy process analysis for the service industries. Total
Quality Management & Business Excellence. 22(12). pp.1331-1351.
Tsai, M. T. and et. al., 2011. Beyond ERP implementation: The moderating effect of knowledge
management on business performance. Total Quality Management. 22(2). pp.131-144.
Vanichchinchai, A. and Igel, B., 2011. The impact of total quality management on supply chain
management and firm's supply performance. International Journal of Production
Research. 49(11). pp.3405-3424.
Vanichchinchai, A. and Igel, B., 2011. The impact of total quality management on supply chain
management and firm's supply performance. International Journal of Production
Research. 49(11). pp.3405-3424.
Wang, C. H., Chen, K. Y. and Chen, S. C., 2012. Total quality management, market orientation
and hotel performance: The moderating effects of external environmental
factors. International Journal of Hospitality Management. 31(1). pp.119-129.
Online
Pioneers of Project Management: Deming vs Juran vs Crosby. 2017. [Online]. Available
through: <https://www.simplilearn.com/deming-vs-juran-vs-crosby-comparison-article>.
[Accessed on 31st August 2017].
WHAT ARE QUALITY ASSURANCE AND QUALITY CONTROL?. 2017. [Online]. Available
through: <http://asq.org/learn-about-quality/quality-assurance-quality-control/overview/
overview.html>. [Accessed on 31st August 2017].
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