Application of EFQM in Service Management

Running page: Marketing 1
Service Marketing
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Marketing 2
Executive summary
The paper explores the European Foundation for Quality Management (EFQM) as a
critical quality management framework for service management. The first aspect of the
management quality that the paper explores in detail the key concepts of the framework that
enable the model to work in business. In essence, the components of the framework such as core
values, criteria and radar logic of the framework are analyzed in this report. The background of
Squire Hotel Group is part of the analysis as to the need for the adoption of the model. Various
organizations that have successfully used the EFQM forms core of the analysis to present success
factors of the model. Actual areas of the applications of EFQM in Squire Hotel Group include
self-assessment, identification of areas of improvement, opportunities for improvement and
training of employees in various quality management aspects are discussed in the paper. The
paper also presents the limitations of the EFQM when used in business for total quality
management of service delivery that may also affect the implementation of the model in the
hotel. The paper concludes citing the importance of the EFQM in organizational service quality
management and future application. Recommendations such as resource need, adoption and
implementation and the technical need of the model are also key for future EFQM uses.

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Table of Contents
1. Background information of the European Foundation for Quality Management (EFQM)...................3
2. The framework works consist of the following components................................................................3
A. Eight core values.............................................................................................................................4
B. Nine criteria.....................................................................................................................................5
C. Radar logic......................................................................................................................................6
3. Organizations using EFQM and are successful....................................................................................6
3.1 Intercontinental Hotel Group.............................................................................................................7
3.2 Titanic Belfast...................................................................................................................................7
3.3 Mandarin Oriental hotel group...........................................................................................................8
3.4 Schurter Group..................................................................................................................................8
4. The Application of the framework in Squire Hotel Group...................................................................9
4.1 Self-assessment of customer service and activities............................................................................9
4.2 Identification of opportunities..........................................................................................................10
4.3 Service quality improvement...........................................................................................................11
4.4 Training applications of EFQM.......................................................................................................12
5. The output formats.............................................................................................................................12
6. Benefits of using the EFQM in Squire Hotel Group..........................................................................13
7. Limitation of the framework..............................................................................................................13
8. Conclusion.........................................................................................................................................14
9. Recommendations.............................................................................................................................14

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1. Background information of the European Foundation for
Quality Management (EFQM)
The European Foundation for Quality Management (EFQM) is an applied business model
for excellence management of service quality with the organization. The EFQM was designed to
help organizations analyses internal and external activities for identification of opportunities and
threats for the purpose of improving the quality of services. Since the inception, the model and
non-profit organization have been adopted and used by many organizations across Europe and
globally. Currently, it estimated that there are thousands of organizations that are using the
EFQM model for excellent quality service management. This paper analyses the application of
the European Foundation for Quality Management (EFQM) for the possibility of adoption and
implementation by Squire Hotel Group (EFQM 2012).
2. The framework works consist of the following components
European Foundation for Quality Management (EFQM) has various components that make
the model useful for self-assessment and implementation in an organization. The model has three
main components and these include core value keys, criteria, and radar logics.
A. Eight core values
The framework consists of the eight core values or key that include
1. Adding value to customers

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The framework adds value to customers through analyzing the need, expectation and
future areas of the improvement of customers served by the organization.
2. Creating a sustainable future
The model assists the company that applies this model to manage its services hence the
company is able to focus on future sustainable performance through various societal areas. The
model enhances the organization's ability to promote favorable economic, social and
environmental condition while operating in the service industry (Johnston, Clark & Shulver
2012).
3. Developing organization capability
The quality management framework increases the organization’s service provision
capabilities in the industry since the framework increases the competency and competitiveness of
the organization.
4. Harnessing creativity and innovation
The organizational analysis of the service provider framework is important for
identification of areas of improvement that are essential to the business. This, therefore, increases
the creativity and innovation of the organization.
5. Leading with vision, inspiration, and integrity
The model is a quality management tool that effectively shapes the future of the
organization and thus increasing the strategic leadership management of the organization.
6. Managing with agility

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The analytic nature of the quality management model, the company can use the model to
manage its opportunity and threat to effective service provision.
7. Succeeding through the talent of people
Identification of opportunities and gap within the organization using the EFQM model
increase the ability of the people within the organization to achieve their goals.
8. Sustaining outstanding result
The overall result of the model is outstanding and useful by various stakeholders in the
environment where the organization.
Figure 1: Core vale of EFQM