Hilton Hotel Hilton Hotel and Resorts is one of the leading hotel companies in the world. The hotel was founded in 1919 by Conard Hilton. This hospitality industry targets both leisure travellers and business persons. In 1927, the hotel opened their first air-conditioned hotel (HILTON PUCKRUP HALL, TEWKESBURY, 2019). In 1948, the hotel developed multi-hotel reservation system. The continuous innovation and improvement allow company to enhance their services. Currently Hilton Hotels and Resorts is a global leader in hospitality industry such as in; Japan, UK, India, US, Brazil, Russia, France, China, Italy. The hotel has covered 3,000 outlets and operates more over than 80 countries with over 1,00,000 employees.
Table of Contents INTRODUCTION...........................................................................................................................1 LO 1.................................................................................................................................................1 P1.1 Discuss definitions of quality in terms of business and service provision.........................1 P1.2 Illustrate the process of inspection and assurance..............................................................1 P1.3 A range of approaches to quality management...................................................................2 P1.4 The similarities and differences between the different methods........................................3 LO 2.................................................................................................................................................3 P2.1. Consumer satisfaction........................................................................................................3 P2.2 Continuous improvements..................................................................................................4 P2.3. Identify types of added values to be gained.......................................................................4 P2.4Typesofinformationavailabletoconsumersthathelpinimprovemarketing effectiveness................................................................................................................................5 LO 3.................................................................................................................................................5 P3.1 The measurement of quality management..........................................................................5 P3.2 Evaluate the benefit of user and non-user surveys in determining customer needs...........6 P3.3Listthemethodsofconsultationemployedinonequalityschemetoencourage participation by under-represented groups..................................................................................6 P3.4 Identify the value of complaints procedures and analyse their use to improve quality......7 LO 4.................................................................................................................................................7 P4.1 The role of self-assessment in order to determine an organisation's current status of health...........................................................................................................................................7 P4.2 The importance of communication and record keeping.....................................................8 P4.3Followguidelinesonthestagesofstaffconsultationnecessaryforeffective implementation of a quality scheme...........................................................................................8
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P4.4 Propose new systems or modifications to existing systems that improve service quality..8 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Quality management has become an essential and integral part of every organisation. Satisfaction of consumers of hospitality industry is depends on the quality services provides by the organisation. Quality management is an act of overseeing all the tasks and activities that are required to maintain a desired level of excellence(Elshaer and Augustyn, 2016).The present study aims to identify management system of Hilton Hotel and Resort in the context of quality management.Forthatpurpose,thereportwillevaluatevariousapproachestoquality management to business and service operations and will understand the advantages and benefits of quality management for Hilton Hotel. The study will cover a range of quality controls and identify that how industry can improve their service to customers. Lastly, the report will apply the principles of QM on the basis of self-assessment to improve the performance of the organisation. LO 1 P1.1 Discuss definitions of quality in terms of business and service provision The business and services company make profitability through selling products and services and to maintain their profitability and also get competitive advantage in market. In present most of business focuses on maintaining quality of their products and services because they believe that best quality helps to improve the sales as well as provide marketing growth. For example, Hilton hotel not just provides services like complimentary arrival, departure transfer, pool bar and swimming pool with sun-loungers but it also provides services like free WiFi, no booking fee and instant information, etc.(Taylor,2018). The definitions of quality in terms of business and service provision is referred to the perception that where the products and services meet the expectation of the customers. Quality is an ongoing process of sustaining and building relationship by focusing on continues improvement through assessing, anticipating and fulfilling and implied needs. Quality is an important for business because quality is all about meeting the expectation and needs of the customers. The key aspects of the quality are good design, reliable, good functionality, consistency, good after sales services, value for money and durability for the customers. 1
P1.2 Illustrate the process of inspection and assurance Different process is used for the inspection and assurance: - Quality planning: - It is a process of identifying the quality standards which are important to the project and also determine that how to meet this factor. It helps to identifying the standards, useful resources, policies, product descriptions etc. For example, Hilton hotel does quality planning for identifying their present quality level and also the gap between present quality standards and present situationbyusingcostbenefitanalysis,benchmarking,designexperimentalmethodand flowcharts(González-Betancor, Bolívar-Cruz and Verano-Tacoronte, 2017). Quality assurance: - It is a systematic process of determining that product and services that are able to meet the expectation of the customers or not. It is established and maintained the set requirements for manufacturing and developing the qualitative products. Quality assurance helps to increase the confidence of the customers as well as company's credibility. For example, Hilton hotel implement quality assurance system process that helps to improving efficiency in work process and makes company enables to better compete with others. Quality control: - It is a process intended that ensure the quality of the product and performed service follow to defined the set of criteria and meet the client's requirements. With the help of quality control process, the quality of the product and service will be maintaining and improved with zero error. For example, Hilton hotel implements quality control process for improving their existing services and making and set new criteria for meeting the requirement of the customers. Total quality management: - TQM is a continual process of inspection and assurance that detecting, eliminating and reducing the errors in manufacturing and streamlining the supply chain management as well as improving the experience of the customers. It also ensures that employees are speed up-to training(Ross, 2017).For example, Hilton hotel implements total quality management for maintaining qualitative standards in their overall process such as planning, field testing, training and auditing etc. 2
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P1.3 A range of approaches to quality management Quality is defined as to meet customers expectation. There are various approaches to quality management such as engaging worker in decision making that helps to motivates employees and satisfied with the organisation that impact positively on the production of goods and services and enhance the quality of the products and services. One more approach is partnership, in this approach the steps are taken within the organisation specially for improve the quality and support from top leadership for their cooperation. Some theories is also given for the direction and guidance to the company that helps to producing and managing high quality products and services that the desire of the customers. P1.4 The similarities and differences between the different methods Similarities in the different methods: All the quality method are depended on quality standards which is related to products and services. For example, quality planning and quality control that identifying the quality standards and ensure the quality of the product and performed service follow to defined the set of criteria and meet the client's requirements. Whereas, quality control and quality assurance determining that product and services that are able to meet the expectation of the customers or not. In quality control and total quality management shows that quality is continues change according to customer's expectation. These are the similarities in different methods of quality (Improve service quality at business,2018). Differences in the different methods: There are some difference is also exist in different quality method such as quality planning is helped to identifying the standards, useful resources, policies, product descriptions etc. Whereas, quality assurance helps to increase the confidence of the customers as well as company's credibility. Furthermore, main focus of quality control is continuously improvement while total quality management implements quality programmes. LO 2 P2.1. Consumer satisfaction Customer satisfaction Consumer satisfaction can be refers to the term that is used to describe a scenario when an exchange meet the expectations and needs of potential consumers. The satisfaction depends 3
on the provision of products and services that are able to fulfil expectation of consumer in terms of quality and services (Elshaer and Augustyn, 2016). In general quality is defined by the term of what the customer need and expect from an industry. In Hilton Hotel, consumers expect quality services, they paid for. The need of Hilton's consumers is depending on the purpose of visiting in the resort. For example; business person required a spacious hall for conference meeting with all the necessary equipment’s. To achieve high level of satisfaction, Hilton hotel are required to create a value consumer. The goal or objective of the industry is to meet and exceed consumers’ needs and expectation so that they are able to provide satisfaction to the guests. Creating profile of the guests allow the hotel to understand the potential consumers and their need and expectation from the hotel. Quality management help the company to provide value for money services that ensure the consumer satisfaction.In case of poor customer satisfaction hotel can lose its corporate reputation, which can hinder its profits and guest loyalty. P2.2 Continuous improvements Continuous Improvement Continuous improvement refers to an ongoing procedure or effort to improvise the process, products or services by enhancing quality and reducing the waste (Griffin, 2016). By the continuous improvement, Hilton Hotel able to achieve enhanced quality of services, consumer focus, added value, etc. Quality management and its demand for continuous improvement plays an important role in ensuring that Hilton Hotel can better identify an address core consumer need. To have continuous improvement Hilton Hotel are required to put efforts on regular basis. To identify the gap between quality service status they can measure their continuous improvement by statistical method. The improvement is an integral part of working system that are capable to provide reviews and feedbacks on the consumer satisfaction and the procedure of working.Lack of continuous improvement in hotel services can hinder innovation in hotel services with regard to changing guest needs and preferences. P2.3. Identify types of added values to be gained There are several numbers of added values that Hilton Hotel are required to consider that help in better success. Aim of quality added value is to add comfort and have easy to use of different services characteristics that enable company to provide better satisfaction to their guests 4
and make them feel valuable. They try to add new features in their existing services, for example; they provide added value to the commodity at every step and sometimes they offer some services free with the booking (Molina-Azorín and et. al., 2015). They also provide customised services to their consumers according to their need and expectation that enable them to achieve consumer satisfaction. Value added services differentiate the industry from competitors and enable them to build relationship with their potential guests. They also involve some contribution of their profit to the society that is known as cause-related added values. The service provision of the company encourages the staff to be consumer focused and they personalty resolve any issues faced by the guests that help in creating consumer satisfaction. P2.4 Types of information available to consumers that help in improve marketing effectiveness Buying behaviour of consumers is based on the usefulness of services and products offer by the industry and they expect to understand and gain information about the services and products as much as they can. Hilton Hotel should provide more information of their services to the consumers regarding price list of various rooms and accommodation, various services they provide in their resort, menu of the resort (Olya, Altinay and De Vita, 2018). Other than that consumer also take interest in knowing about the vision and mission of the company. They should provide true image of the industry that consumers do not feel that they are cheated by the company. Proper information provided by the industry help them to attract more consumers and effectively contribute to the marketing strategy of Hilton Hotel.The information from online feedback and reviews from the consumers on application of firm helps the hotel in gaining valid and reliable information to manage changes in innovation in services. It helps company to provide better satisfaction to the guests by expressing care and respect to the users. The information can provide on their website or other hospitality pages, magazines, social media, Brochures, etc. Providing proper information raise the interest of consumers to try the services of the hotel and it also helps in raising faith and trust of consumers (Pereira-Moliner and et. al., 2016).Apart from this, information from online booking websites like Trip advisor also help in managing information which aid in improving marketing. 5
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LO 3 P3.1 The measurement of quality management Quality management: - It is an act of seeing all the tasks and activities that are needed to maintain the desire at excellence level. Its main purpose is consistently meeting the requirements of the customers and enhancing their satisfaction level. Quality measurement can be measure by various ways that helps to measure the best quality of the product and services. For example, company can count their worn goods, rechecking of the goods, by focusing customer compliances etc. are helps to measure the quality management. One more way is judging the quality management with benchmarking and also comparing their quality management with those who is best in the quality management.Forexample,Hiltonhoteljudgestheirqualitybyassessingcustomer's requirements and feedback means the hotel meets customers requirement or not. P3.2 Evaluate the benefit of user and non-user surveys in determining customer needs It is important for every company that to understand customer's need and expectation. Various methods and procedure are their to identify customer's needs but survey is best method among all of them. There are two kind of survey that organisation can use to identify customer needs such as user and non-user. User means the existing customers of the organisation. Company needs to introduce new products and services to their existing customers in order to satisfied their needs and expectation. Non-user means those who are not the organisation customers now but potentially they will be the customers of the organisation. Benefits of user survey: 1.This survey helps to identify the actual strength and weakness of the organisation. 2.Find-out the actual satisfaction level of the customers about the products and services of the organisation(Olya, Altinay and De Vita, 2018). 3.It also helps to organisation in avoid unattractive products and services and focus on favourite products. Benefits of non-user survey: 1.It helps to identify current market trends as well as forecast potential market. 2.The company identify the reason of not using their products and services. 3.It also helps to identify where their competitors are better than the organisation. 6
The Hilton hotel uses user survey that helps to identify that which current services are good and which are not and they can identify exact expectation of the customers to the hotel. P3.3 List the methods of consultation employed in one quality scheme to encourage participation by under-represented groups. List of methods that can be use to encourage participation Groupinterviews:Organisationcanconductgroupdiscussionwiththeunder- represented group that helps to analysis the situation. Form surveys:This survey designs for getting quick reply and also helps to identify the nature of under-represented group. These group can be encourage by participating in the survey. The organisation can identify their problems by analysing the form. Telephone surveys:In this method the expectation, it is used to measure the problems and requirement of under-represented group through telephone. Mail surveys:It is also an effective tool to get response from under-represented group through mail with the short answers. Hilton hotel uses form survey, telephone survey and mail survey for encouraging participation of under-represented group. P3.4 Identify the value of complaints procedures and analyse their use to improve quality. Complaints are always consider as negative reaction of the customers toward the product and services of the company but those company who applies quality management system in their operation and are concerned about the quality of the product and services. Those company can treat complaints as the opportunities to identifying their faults in product and services and work to improve the faults. The customers also identify the weakness of the product and service after the use of product and services that helps to find-out the weakness point to the organisation and work on it(Ross, 2017). For example, Hilton hotel have customer service department to handle the complaints of customers and satisfied their complains and collect the data from their their complains and use their data at the time of future planning and decision making. Complaints also helps to identify the skills employees because customers are also complained against the staff that helps to remove unskilled staff from their organisation that also helps to make an effective team of employees. 7
An effectively handle the complaints of the customers and satisfying them will lead to reducing their complaints as well as producing quality products and services. LO 4 P4.1 The role of self-assessment in order to determine an organisation's current status of health. Self-assessmentplaysanimportanceinordertoaccomplishthesuccesstothe organisation(Schilling and Neubauer, 2017).In accordance with financial health of Hilton it can be said thatcompany has been spending more than USD 1.5 million during the past four years for lobbying purposes. Also, it is one of the leading hospitality firm with portfolio of 16 world- class brands that includes 5600 properties with approx. 913000 roomsin113 countries and territories. Apart from this, Increased Skill level of workforce in Lodging industry is the major economic contribution which has managed changes and improvement in hospitality services of hotel. Further, changing customer trends and preferences on the basis of reviews and increasing competition is the influential social change which hinders growth of firm. In accordance with challenging social factor and therefore focus of hotel Hilton is on continuous improvement as per changing business and business environment. P4.2 The importance of communication and record keeping Importance of communication: Communication is a part of quality management system. The organisation need to communicate with their employees as well as outsider for accomplish quality management. Effective communication helps to avoid dis-passion between the members of the organisation as well as provides new ideas for improving and developing their quality practices. Importance of record keeping: Itisalsoplayanimportantroleinorderperformingproperfunctioninginthe organisation. Record keeping helps to record information during the communication that helps to formulate a plan of quality control. It also helps to comparing their past records and find out major defects from the production process(Taylor, 2018). P4.3 Follow guidelines on the stages of staff consultation necessary for effective implementation of a quality scheme. Quality is related to production and the production is depended on staffs. So the quality of the product and services is depended on the work of staff. From the first stage that is planning 8
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to the last stage that is after sales service the work is depended on the staff. The survey is also done by the company after implement quality scheme. The documentation, workforce planning, time management, material management and training all the stages are effectively implemented so the error in quality is improved.However, for managing staff consultation focus of firm is on conductingteammeetingwhereemployeesshareownperceptionoverchangingguests’ requirement. This helps the firm in accumulation variety of option for managing innovation and changing hospitality services. On the other hand, 1 to 1 meeting with staff members helps the management in understanding workplace issues as well and individual experience with particular guest. P4.4 Propose new systems or modifications to existing systems that improve service quality. Hilton hotel presently implements total quality management system for improving their quality in their service but they should implement operational excellence with the total quality management that helps to make effective their services and helps to increase satisfaction level of the employees. Operational excellence helps to Hilton hotel to solve the problem related to workplace, focus on team work and improving the overall process of the organisation because this approaches main focus on expectation of the customers and helps to keep organisation's employee empowered and positive(Konieczka and Namiesnik, 2018). CONCLUSION From the above study it has been summarised that consumer satisfaction is all depends on the quality on which the products and services delivered by the hotel. Quality management system of the industry should transparent so that consumers, suppliers and staff how Hilton Hotel intends to ensure that the products they offered meet consumer requirement. It also has been evaluated that the quality system of the hotel is based on organisational structure, specific policy and documentation that allowed company in continuous improvements and innovation. High quality means success to the company and consumers. It also has been concluded that for better delivering of quality products and services, Hilton Hotel adopted Total Quality management. There are various tools used by the company that help them to measure quality level and by survey they effectively tried to determine consumers need. 9
REFERENCES Books & journals Elshaer, I. A. and Augustyn, M. M., 2016. Direct effects of quality management on competitive advantage.International Journal of Quality & Reliability Management.33(9). pp.1286- 1310. González-Betancor, S.M., Bolívar-Cruz, A. and Verano-Tacoronte, D., 2017. Self-assessment accuracy in higher education: The influence of gender and performance of university students.Active Learning in Higher Education, p.1469787417735604. Griffin, R. D., 2016.Principles of air quality management. CRC Press. Konieczka, P. and Namiesnik, J., 2018.Quality assurance and quality control in the analytical chemical laboratory: a practical approach. CRC Press. Markovic, M.R. and Salamzadeh, A., 2018. THE IMPORTANCE OF COMMUNICATION IN BUSINESSMANAGEMENT.BUSINESSMANAGEMENT,ENTREPRENEURSHIP AND ENTREPRENEURIAL TENDENCIES, p.11. Molina-Azorín, J. F. and et. al., 2015. The effects of quality and environmental management on competitiveadvantage:Amixedmethodsstudyinthehotelindustry.Tourism Management.50.pp.41-54. Olya,H.,Altinay,L.andDeVita,G.,2018.Anexploratorystudyofvalueadded services.Journal of Services Marketing.32(3). pp.334-345. Pereira-Moliner, J. and et. al., 2016. Organizational design, quality management and competitive advantageinhotels.InternationalJournalofContemporaryHospitality Management.28(4). pp.762-784. Ross, J.E., 2017.Total quality management: Text, cases, and readings. Routledge. Schilling, E.G. and Neubauer, D.V., 2017.Acceptance sampling in quality control. Chapman and Hall/CRC. Taylor, J., 2018.Quality assurance of chemical measurements. Routledge. Online Improveservicequalityatbusiness.2018.[Online].Availablethrough: https://www.wikihow.com/Improve-Service-Quality-at-Your-Business 10