EFQM Model for Service Marketing Management

SERVICE MARKETING MANAGEMENT
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SERVICE MARKETING MANAGEMENT
Executive Summary
The EFQM model is based upon Total Quality Management (TQM)
theory.EFQM was founded in 1988 by European nations with the objective of helping
organizations learn from one another on ways of attaining excellence in different
aspects of an organization. This would therefore lead to sustainable development for
the organizations.. EFQM was designed with the objective of supporting managers
and directors in employee training, development as well as sharing thoughts and
ideas. The model also helps in encouraging innovation and positive change within
organizations. The EFQM model is the most popular quality management model
globally, and it's used by more than 29,000 organizations. The model helps
organizations in identifying weaknesses in its business structure as well as identifying
ways through which performance can be improved. The paper begins by discussing
the background of Squire Group of Hotels. The paper also discusses the elements of
the EFQM model and determines how each of the elements defines the quality of an
organization. The paper also highlights and discusses companies which have
successfully implemented the model. The successful companies discussed in this
paper include; Objectivity PLC, Siemens, and Bienes, and Ernst. The limitations of
the model are also discussed in this paper. The report also examines how this model
can be applied in a real organization like Squire Hotels to achieve excellence.

Table of Content
Executive Summary.......................................................................................................1
Introduction....................................................................................................................1
Background of Squire Group Hotel................................................................................1
Measuring performance with EFQM model..................................................................2
Enablers...................................................................................................................2
Results.....................................................................................................................2
Fuzzy-EFQM Excellence model....................................................................................3
RADAR model...............................................................................................................3
Successful organizations using the EFQM model..........................................................3
Objectivity Plc.........................................................................................................4
Siemens....................................................................................................................4
Baines & Ernst.........................................................................................................4
Limitations of the EQFM model....................................................................................5
Applying the EFQM model to Squire Hotel..................................................................5
Conclusion......................................................................................................................5
Recommendations..........................................................................................................6
References......................................................................................................................6

1
Introduction
The EFQM(European Foundation for Quality Management) model is a quality
management model which was designed to attain sustainability and excellence with
quality and efficiency being key elements. The EFQM theory is based upon the ideas
of Total Quality Management (TQM) (Gómez Gómez, Martínez Costa, and Martínez
Lorente, 2011). The model is used by organizations in managing quality standards
within the various departments. The EFQM consists of a global framework of
essential elements which makes it possible for organizations to share information
effectively irrespective of the differences in the sector, cultures of the stage in their
life-cycle. This is one of the factors that have made the EFQM model so acceptable
and hence it has been widely used. The EFQM model is composed of nine criteria
which aredivided into enablers and results. They include; Leadership, people, policy
& strategy, resources &partnership, processes, people result, customer result, society
result, and key-performance result.
To understand the EFQM MODEL, Squire Hotel Group(SGH) is used as the case
study. This paper discusses the background and history of Squire Hotel Group and
how the model can be applied to achieve excellence at the hotel. The article also
identifies the various challenges facing the SHG. Some of the problems that have
been impacting on the performance of SHG include the lack of a proper tool for
collecting information about the market as well as customers. The report also
discusses how performance can be measured using the model. Additionally, this
report provides examples and examines organizations in the service industry which
have applied the EFQM model successfully.