THE SERVICE MARKETING

Running head: SERVICE MARKETING
Service Marketing
Name of the Student:
Name of the University:
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SERVICE MARKETING1
Executive Summary
This report has analysed the effectiveness of EFQM model in the business improvement of
organisations under service industry. It targets the Squire Hotel Group’s management and is
intended towards discussing about its decision making process. The report is further guided
by the fact that the EFQM model has gained high popularity among some of the leading
organisations in Europe. It has high number of benefits that can assist any organisation in
improving its organisational performance in such a changing business environment. The
report also ascertained the viability of the model within the service industry and its role in
managing customer experience. It has employed data sourced from the earlier literatures and
research studies as well as conducting interviews with the organisational managers for
gaining data and assessing results, suggesting recommendations.

SERVICE MARKETING2
Table of Contents
Executive Summary...................................................................................................................1
1. Introduction.........................................................................................................................3
2. Methods..............................................................................................................................4
3. Results.................................................................................................................................5
3.1. Results from the questionnaires and interviews..........................................................5
3.2. Results from secondary sources..................................................................................6
3.3. Principles of EFQM Model.........................................................................................7
3.4. Problems faced while adapting the EFQM model.......................................................8
3.5. Evaluation of the Squire Hotel Group.........................................................................8
3.6. Applying EFQM Excellence Model in the Organisation..........................................10
3.7. Benefits of the application of model.........................................................................11
3.8. Organisations using EFQM Model............................................................................12
4. Conclusions.......................................................................................................................12
5. Recommendations.............................................................................................................13
6. References:........................................................................................................................15

SERVICE MARKETING3
1. Introduction
In contemporary world, competition is becoming increasingly fierce with the rapid
increase in globalisation and the advancement of science and technology. Globalisation,
along with technological advancements is redefining the competitive advantage, business
excellence and quality. This further has led to an emergence of variety of models that are
built on the constructs of total quality management and the key purpose behind their
emergence is to be applied in businesses worldwide. One of these models is the EFQM
(European Foundation of Quality Management) model (Gomez, Martinez Costa and Martinez
Lorente 2017). This model has been modelled for improving the services quality that are
offered by the organisations while increasing excellence in Europe. Notwithstanding the size,
sector and structure of a company, for being successful, companies need to establish a proper
framework for management. EFQM is with a framework that help companies in defining
their path of excellence while offering a common way of direction and thinking, integrating
existing imitative and removing the duplication while providing a basic management
structure. With the same, according to Doeleman, Ten Have and Ahaus (2014), EFQM model
helps in identifying all the loopholes and gaps in businesses.
According to the past research studies, there is a positive relation in between the
improved organisational performance and the usage of EFQM model in companies and
Squire Hotel Group too has experienced the same. This report shall elaborate on discussing
about the different ways in which EFQM model could be integrated into Squire Hotel Group