Managing Quality in Hospitality Tourism and Events

This report highlights the concept of quality management in the hospitality sector, with a focus on Jurys Inn. It identifies the problems faced by the hotel using the SERVQUAL model and recommends the implementation of the balanced scorecard and KPI method for effective quality management.

Managing Quality In
Hospitality Tourism
And Events.

Table of Contents
Executive summary..........................................................................................................................3
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Identify and describe the concept of quality management....................................................3
Outline the problems being currently experienced by Jurys Inn by applying five
dimensions of SERVQUAL and referring to review website like Trustpilot. ...........................5
Assess the impact that one of the following techniques could have on Jurys Inn in terms of
delivering consistent and effective quality management. (i) Kaizen Or (ii) Balanced Scorecard
.....................................................................................................................................................6
Provide recommendations to the problems identified and recommend briefly at least one
Total Quality Management concept such as Process Map or KPI..............................................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

Executive summary
This report is being made to highlight the importance of the quality management' in the
hospitality sector. Customer satisfaction is very important in hospitality sector and improvement
of it requires to implement various measures. This report includes the concept of quality
management in context of hotel Jurys Inn. There is implementation of the 5 dimensions of
SERVQUAL technique and the application of balanced scorecard. It also comprises the
recommendations and solutions of issues that Jurys Inn.
INTRODUCTION
Managing quality in hospitality tourism brings a set of materials that helps in
measurement and enhancement of the customer satisfaction and provides a customer a superior
hospitality services. It becomes the most essential to provide customer a quality service in order
to gain the competitive advantage and to make organisation to stand in the market. It provides
the growth to the hospitality industries with that is also helps customers to make tourist
destinations more attractive and approachable. Managing quality in the hospitality and tourism
results in enhancement of the productivity, profitability and sustainability of the hotels. This
report is being made in the context of Jurys Inn is the hotel which is operating its functions in
UK. There is 38 hotels in the UK with 7500 rooms and 4,000 employees(Chopra and Gupta,
2019) . The aim of this report is to highlight the concept of quality management, evaluation of
the problems that is faced by the hotel Jurys Inn with the techniques that can be use in effective
quality management. This also highlights the recommendations to solve the problems.
TASK
Identify and describe the concept of quality management.
Quality management is the act of monitoring all the activities and the tasks that requires to
maintain the a desired level of excellence in the organisation. It consists the quality management
of the policies, building and implementation of the quality services and making improvement in
the services that are provided to the customers (Dincer and Yuksel, 2019) . The management in
the organisation in relation to the quality will includes the improvement in the production,

preventing the mistakes and defects and make the functions systematics and in continuous
process. Quality management in the organisation can be implemented in four stages. These
stages are described below:
 Identification of the baseline of the organisation goals and targets- This stages is
describes as the evaluation of the goals that company needs to achieve in the future with
the establishment of the resources that helps in achieving of the goals and helps in
defining the quality measures of the organisation. With the identification of the desired
objectives there is a need to make the plans that generates the results , it also requires to
make teams and assign them tasks, so that the tasks are allotted in accordance to the
capability of the teams and individual.
 Providing training and documentations with the policies implementation- The second
stage comprises the implementation of the training to the employees of the organisation
in the aspects which are required in completion of the tasks. This also includes making
them understand about the policies and the workflow of the organisation which is taking
place in order to achieve the quality improvement and quality management of the
company. The training is provided in order to make ease in the production, make
workflow more efficient and more importantly improve the quality of both the service
and products.
 Monitoring everything and evaluating- The third stage of the procedure of the quality
management includes the checking and ensuring that every task that has been assigning is
going in accordance to the plan or not. It includes that by the monitoring process and the
through the detail analysis, it is generated that which area of the working needs more
polishing and the processes that needs improvement.
 Review the results and the progressions trends with the implementation of it again in
order to complete the cycle- The last and the fourth stage states that after the completion
of the tasks there is a need to review them in order to identify the aspects that are lacking
in the certain areas (Gräve and Greff, 2018) . This stage makes the whole procedure to
run again in order to make constant improvement in the quality management in the
organisation.
In the context of hotel Jurys Inn, they are managing their facilities through great quality
management of the rooms and friendly services. They are providing quality services in the mid-

range prices. They have cleared their policies and guidelines to the staff which helps them in
generating objectives. In the respect to make continuous improvement, they aim to respond all
the negative feedbacks.
Outline the problems being currently experienced by Jurys Inn by applying five
dimensions of SERVQUAL and referring to review website like Trustpilot.
There are several problem that are being faced by the hotel Jurys Inn in relation to handling
staff or in the management. The problems that is being faced by the hotel are discussed below
with the help of 5 dimensions of SERVQUAL model. It is the model that describes as the multi-
dimensional research procedure which implemented to measure the gap measures between
expected and the perceptions of service quality provides to the customers.
 Reliability- It is an essential quality of this model which describes the capacity of the
organisation to provide the service to the customers on time. Consistency is the critical
aspect in providing assistance to the customers that too on time. In order to maintain the
reliability in the organisation , there is a need to respect each and every commitment to
provide the service on time accurately as committed(Guo, Dai, and Guo, 2021) . In the
context of Jurys Inn hotel they are providing their services as promised to the customers
and if there are some gab between the commitment and the reality, they make sure to
rectify the mistakes and respond to each and every feedbacks.
 Assurance- It means creation of the trust and credibility among the customers. This factor
depends on the ability of the employees to deal with the customers such as their technical
knowledge, communication skills, credibility, competency and the professionalism.
These skills in the employees helps in gaining and building customer trust. Customer
consider employees and the staff of the hotel on the four criteria that are , having
essential skills and knowledge, polite behaviour with respect and friendliness, honesty of
the staff with trustworthiness and the last is to provide security in terms of danger , risk
and doubt. In the context of hotel jurys Inn, they have staff which treat customers in very
comfortable ways and make them satisfied with the services but in accordance to the
Trustpilot websites they are not treating their customers well and not making their
payment of refunds because of the cancellation of the booking in pandemic.
 Tangibles- This means the representation of the facilities with the employees appearance,
machinery, equipment and the information systems in the hotel. In the context of hotel

Jurys Inn , they are maintaining and providing the clean environment and their staff
follows the appropriate dress code in the hotel.
 Empathy- This aspects focuses on the employees attentively make sure the caring service
in respect to the customers. It is the effective process to satisfy customers and enhances
the confidence, trust and loyalty among the customers. Compassion is the important
factor the hotel might loose its customers in context of lack of lack of empathy. An
organisation or staff needs to communicate with the customers and understand their point
of view(Kandampully and Solnet, 2019) . In the context of hotel Jurys Inn , they are
active listeners and handles their queries effectively. They also make sure to remember
and recognize each and every customer by their name.
 Responsiveness- It refers to the instant assistance of the customers with respect and
provide them quick service assistance. This dimensions focuses on the 2 most important
factors that is willingness to perform tasks and promptness in duties and handling
feedbacks. To make sure that customer is getting their services quickly without any delay
which results in satisfaction to the customers in terms of solving their problems. In the
context of Jurys Inn hotel, they keep no customer waiting and make replacements in the
products quickly before the end of the commitment time period.
Assess the impact that one of the following techniques could have on Jurys Inn in terms
of delivering consistent and effective quality management. (i) Kaizen Or (ii) Balanced
Scorecard
In order to maintain the consistence quality in the Hotel Jurys Inn it is very important to use
techniques and methods that provides the framework of the tasks and enhances the performance.
The one approach that enhances the working and the management system of the hotel is balanced
scorecard approach which is describes below:
Balanced scorecard- It is describes as the management framework that aims in transforming
strategies of the organisation into a set of the company's performance objectives. It measured and
monitor the performance of the organisation and then implement the changes if necessary. It
generates the more comprehensive view of the organisational (Park, Yi and Lee, 2021) . The
balance scorecard based on the four perspectives of the organisation achievement which are
described below:

 Financial analysis- It is described as the measurement of the operating income of the
hotel with its profitability and return on investment. It includes all the measures that
deals with monetary terms in the organisation. In the context of hotel Jurys Inn, they
have to measure whether their profits overcome the expense or not. As if the
organisation is generating effective profits then only they are capable in providing
effective quality services.
 Customer analysis- It is defined as the making evaluation of the customer's expectations
and then make investment on customer services and retention. Making more investment
in the services of the customers of the hotel automatically enhances the quality of the
services and make customer more satisfied(Tercero, 2020). In the context of Hotel Jurys
Inn, they should make appropriate allotment of money in customer services
improvement.
 Internal analysis- It is describes as the how the internal business of the organisation
processes in order to generate the strategic goals of the Hotel. This process helps in
making changes in the organisation internally in accordance to the desired objectives. In
the context of hotel Jurys Inn, they should start making plans and make changes in the
policies of the organisation in order achieve goals.
 The learning and growth perspective- It is describes as the assessment of the employee
satisfaction and retention in terms of generating growth of the organisation. Employees
are equally important for the growth generation and for making quality improvement and
providing growth to them enhances the overall quality service of the organisation. In the
context of Hotel Jurys Inn, they have to provide more opportunities to the staff of the
hotel to make them capable of handling difficult situation in the organisation.
Provide recommendations to the problems identified and recommend briefly at least one
Total Quality Management concept such as Process Map or KPI.
In order to deal with the quality improvement in the organisation, there is a need to evaluate
the problems and then creating solutions of that problems. In the context of Hotel Jurys Inn, they
are facing many problems in the organisation such as effective reputation management, making
their practices environment friendly, enhancing customer experiences, retaining and attracting
employees and generating loyalty among customer(Pekkaya, Pulat İmamoğlu and Koca, 2019)
. These problems can be addressed by the hotel through the detail evaluation of the hotel

working capacity and their abilities to handle difficult situation. In order to measure the
performance of the organisation, there is a need to implement the key performance indicator
method which is describes below:
Key performance indicator – It is the framework that determines how effectively company is
achieving the business objectives. It evaluates the success of the organisation by reaching key
targets. It is further divided into 5 other measures such as :
 Strategic measures- It focuses on the strategies that build in order to generate the desired
results. These measures can be achieved by depicted strategic objectives in the scorecard
in context of customers, financial aspects, internal process of the hotel and organisational
capacity in dealing. In the context of Hotel Jurys Inn, they should make comparison
between the set strategies and the results that is obtained by by implementing these
strategies.
 Operational measures- These measures focuses on the operations of the organisation that
is design to generate better results in day-to-day productivity. In the context of Hotel
Jurys Inn, they are improving their working capability but by implementing these
measures will helps in better understanding of where organisation is lacking in terms of
performance.
 Project measures- It is mainly focused on the project progress and its effectiveness on the
achievement of the goals. It helps the organisation to measures the results of the projects.
In the context of the hotel Jurys Inn, they are dealing with many people in their day to
day activities and have implemented many projects in multiple aspects. Through the
implementation of project measurement ,they can evaluate in which aspect they need to
work.
 Risk measures- It consists the risk factors of the organisation. There are many risk in the
way of generating success and these risk are capable to make organisation weak in terms
of performance. So with the measurement of the risk can evaluate hoe much it harms the
organisation and how organisation can overcome that(Sadeh and Garkaz, 2019) . In the
context of hotel Jurys Inn, measurement of risks will eliminate the factors that threaten
the organisation reputation.

 Employee measures- It mainly focuses on the human behaviour and the skill that is
required in order to execute strategies. In the context of hotel Jurys Inn, they have
implemented various strategies that enhances their productivity of the organisation.
CONCLUSION
From the above report it is concluded that managing quality in the hospitality attract new
customers as well as retain the existence ones. It become majorly important to improve the
quality of the organisation as satisfaction of the customer is very essential in the hospitality
sector. This report includes the hotel Jurys Inn and its management systems. This report contains
the detail descriptions of the quality management that are Identification of the baseline of the
organisation goals and targets, Providing training and documentations with the policies
implementation, Monitoring everything and evaluating and Review the results and the
progressions trends with the implementation of it again in order to complete the cycle. Then
there is implementation of the five dimensions of SERVQUAL in terms of hotel Jurys Inn. It
also compared the quality of the service of hotel with the application of balanced scorecard
method. At last it defined the problem and recommendation with key performance indicator.

REFERENCES
Books and Journals
Chopra, M. and Gupta, V., 2019. Linking knowledge management practices to organizational
performance using the balanced scorecard approach. Kybernetes.
Dincer, H. and Yuksel, S., 2019. Balanced scorecard-based analysis of investment decisions for
the renewable energy alternatives: A comparative analysis based on the hybrid fuzzy
decision-making approach. Energy, 175, pp.1259-1270.
Gräve, J.F. and Greff, A., 2018, July. Good KPI, good influencer? Evaluating success metrics for
social media influencers. In Proceedings of the 9th International Conference on Social
Media and Society (pp. 291-295).
Guo, Y., Dai, Z. and Guo, C., 2021. Lump solutions and interaction solutions for (2+ 1)-
dimensional KPI equation. Frontiers of Mathematics in China, pp.1-12.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Park, S.J., Yi, Y. and Lee, Y.R., 2021. Heterogeneous dimensions of SERVQUAL. Total Quality
Management & Business Excellence, 32(1-2), pp.92-118.
Pekkaya, M., Pulat İmamoğlu, Ö. and Koca, H., 2019. Evaluation of healthcare service quality
via Servqual scale: An application on a hospital. International Journal of Healthcare
Management, 12(4), pp.340-347.
Sadeh, E. and Garkaz, M., 2019. Interpretive structural modeling of quality factors in both
medical and hospitality services in the medical tourism industry. Journal of Travel &
Tourism Marketing, 36(2), pp.253-267.
Tercero, S.R., 2020. Hospitality: An Innovative Approach to Managing Contemporary
Organizations. In Strategy, Power and CSR: Practices and Challenges in
Organizational Management (pp. 31-46). Emerald Publishing Limited.