Service Quality Management and Recommendations

This assignment focuses on service quality management in organizations, highlighting the importance of managing quality through methods like cause and effect diagrams. It also refers to several studies on service quality, including the 5 Service Dimensions All Customers Care About. The assignment recommends using a cause and effect diagram for Hilton hotel to design their products and prevent various quality defects.

Service Quality

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1 .........................................................................................................................................3
History of service quality.......................................................................................................3
Different schools of thoughts.................................................................................................4
Service quality dimensions.....................................................................................................5
Importance of managing and measuring service quality........................................................6
Justification of managing and measuring service quality.......................................................6
Customer Satisfaction.............................................................................................................6
Profitability (Service profit chain)..........................................................................................7
Business development and expansion/success/ failure...........................................................7
Service design.........................................................................................................................7
Quality management methods................................................................................................8
FEEDBACK ........................................................................................................................10
STANDARDS......................................................................................................................10
TQM.....................................................................................................................................10
CONCLUSION ............................................................................................................................11
RECOMMENDATION.................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Service quality can be simply defined as a degree to which a offered activities upgrade
satisfaction level of consumers (Karatepe , 2011). Service business operators are used to assess
the service quality that are offered to their users so that they can boost up their quality of services
and to instantly recognize their problems. The present report is based on the service quality
whereby the history of this is explained. In this project, the importance of measuring and
managing service quality in Hilton hotel is also described.
PART 1
History of service quality
Service quality was started in the year of 1920. It is a movement of examination
of products for ensuring the task finished by an employee was seemed to be accepted by the
consumers or not. This movement of quality gets moved towards managerial thought as Walter
Shewhart had created the first control chart involving a statistical processes control and a
program of quality improvement. During the world war II, military government or regime
followed standard into the strategy of military thinking also.
After that this is referred to as the American war standards which is viewed partially by
the William Deming, their job proved essential to the movement of quality. Mr. Deming was
working in Japan where he applied his methods and proficiency in the development of Census of

Japan. This lead to the execution or enforcement of his techniques in different manufacturing
industries and gives as a result of high level of productivity and quality.
Different schools of thoughts
Gronroos (1984) had developed the PSQ (Perceived Service Quality) model. It is a two
dimensional model whereby evaluation of service quality is done against prospect of technical
and functional quality. But this did not gain lot of attention due to lack of research and static
nature.
Structuralism Functionalism Gestalt
psychology
Behaviourism Psychoanalysis
Structuralism is
the first school of
thought in
psychology. This
concentrates on
the division of
mental processes
into the common
elements.
Wilhelm Wundt
and Edward
Titchener are
main thinkers
associated with
the structuralism.
This is widely
used in the
determination of
inner processes of
the human mind.
On the contrary,
Dhar (2015) says
that functionalism
is not linked with
the single
governing
theorist. Rather
than that, there
are different
functionalist
thinker connected
with this outlook
consisting of
James Rowland
Angell, Harvey
Carr and John
Dewey.
According to the
Hermann and
Flecker (2013),
Gestalt
psychology is
totally different
and are based on
the ideas that
people
experiences
things as
integrated wholes.
Instead of
division of ideas
and behaviours to
their smallest
components, the
gestalt
psychologists
thinks that it must
be looked as a
As per the view
point of Jen, Tu
and Lu (2011),
Behaviourism is
another thought
of school. It gives
suggestion that all
behaviour can be
described by
certain factors of
environment
despite of its
internal forces. It
concentrates on
observable
behaviour.
On the contrary,
the Karatepe
(2011) says that
Psychoanalysis is
another thought
developed by
Sigmund Freud.
This focuses on
the impacts of
unconscious mind
on behaviour.
Freud thinks that
human mind is
made up of three
elements that are
the ego, the id and
the superego.
The id consists of
important urges
where as the ego
is the part of

whole of
experience.
personality
charged that deals
with reality. The
superego is the
component of
personality that
consist of all of
the thoughts and
values that
someone impute
from their parents
and culture. He
thought that
interaction of
such three
components is the
reason of overall
complex
behaviours of
human.
Service quality dimensions
Hilton hotel uses the SERVQUAL instrument to measure the five dimensions of service quality
that are reliability, assurance, tangibility, responsiveness and empathy. This is described below:
 Tangibility : Since services are touchable in nature, users concluded their perception of
service quality by the comparison of those tangibility linked with the given services. It is
the visual aspect of physical facilities, personnel, instrument and communicating
materials.
 Reliability : It is the capability of Hilton hotel to perform the promised service reliably
and accurately.

 Responsiveness : This is temperament to assist consumers and give them efficient
services by the venture .
 Assurance : Politeness and cognition of workers and their capability to express certainty
and trust.
 Empathy : Caring, personalised attention provided to consumers by the enterprise.
Importance of managing and measuring service quality
Management of quality of goods or services in Hilton hotel is very essential in order to
assure that business surpasses in fulfilling the demands of consumers and are achieving the goals
of organisation. It assists in growth of business. On the contrary, the measurement of product
quality is done by recognising the capability of corporation to fulfil the requirements of their
clients .
Justification of managing and measuring service quality
It is very important to manage as well as measure the service quality in Hilton hotel as it
will assist in increasing the productivity and turn over of company. When firm will offer quality
based services to their clients then they get attracted towards them and as a result the brand
image as well as sales rate of the venture increases.
Customer Satisfaction
According to Parolkar and Doradla (2012) , customer satisfaction is a term that measures
how goods or services provided by a firm fulfil the demands or expectation of a customer. It is
very essential as it gives business owners and marketers of corporation a metric that can utilise in
improving and managing their business. So, quality based services should be provided to the
users. There are some theories of customer satisfaction. Some of them are listed below:
 Dis - confirmation model : As per the view point of Wang (2011) , this theory states
that satisfaction is linked to the size and path of the variance between prior expectation
and actual performance of product. In this model, users are stunned by the features of
products that may be best or worst than expected. When the performance of services
surpass the preceding expectation, it resulted in positive dis- confirmation and also leads
to satisfaction. Whereas when the performance gets lower than the expected one, then it
leads to dissatisfaction.

 Confirmation model : Kiran and Diljit (2012) say that confirmation model is related to
habitual usage is set into contrast when the requirements and demands of users are
questioned or the technicalities of products are being compared with their substitutes,
thereby further assists their expectations.
Profitability (Service profit chain)
According to service profit chain model, a relation lies between the high earnings,
consumer fidelity and satisfaction and employee productiveness and satisfaction. The utilization
of this model first considers the benefit created by consumer's loyalty. Also, the satisfaction level
of users are providing direct impact on the loyalty of the customers. This satisfaction is gained
from the value the user attains from satisfied and productive workers of venture. Contentment of
the employees are resulting from the help of upper management that realises the requirements of
both the workers and the customers. Hilton hotel can achieve profits only when they provide the
services as per the demands of their users. If their clients gets happy or become satisfied then
they prefer them always and also recommend others to use their hospitality services.
Business development and expansion/success/ failure
Development of business as well as its failure is closely linked to the quality of services
provided by Hilton hotel. If any corporation manufactures a bad quality of products and services,
then their whole business gets destroyed and its owner will suffers from a great loss. On the other
hand, if any firm will produce best quality product then the demands of their products gets rises
and as a result the business of the venture expanded. Because civilians also demands quality
based goods or services and they are ready to pay a little more for those products.
Service design
Dabholkar (2015) states that Service design is a process of planning and arranging
people, infrastructure, connection and material elements of a service so that quality can be
improved. This also improves the interaction between the customers and the service providers.
Service design would start functioning as a way to communicate all alteration to a current service
or also formulate a new service completely. The main purpose or intention of a service designing
methodologies of venture is to set up good practices for designing services as per the

requirements of both users and competencies and abilities of service providers. On the other
hand, de Oña, de Oña and Calvo (2012) say that services become user friendly and important to
the users, if successful methods of service design is used. For this purpose, service design utilises
methodologies and techniques that are derived from the various disciplines which is ranging
from ethnography to the information and management science.
Quality management methods
There are basically seven tools for managing the qualities . These tools are described
below:
 Cause and effect diagram : This is also known as fish bone or Ishikawa diagram. The
basic uses of this diagram are product designing and prevention from quality defects in
order to determine the important factors causing a complete effect. Its main purpose is to
break down the main causes that are contributing to a specific effect.
source 1: Fish bone diagram, 2017

 Check sheet : The cheek sheet is a document that is utilised to gather the information in
real time at the location where that data is created. Captured data can be qualitative or
quantitative. When the data is quantitative, the check list is known as tally sheet. Its
major purpose is to provide an organised way to gather data related to the quality as a
rough means to assess a process or as an input to another analyses. It quantifies defects
by cause and also check the form of the probability distribution of a process.
 Control chart : It is also known as Shewhart charts or process- behaviour charts. It is a
statistical process control tool that is used to identify if a manufacturing related process is
in a control state or not. Its main purpose is to recognise whether a procedure should go
through a formal investigation for problems related to quality.
 Histogram : The purpose of histograms is to approximately assess the probability
distribution of a given variable by depiction of frequency of observations happening in
specific range of values.
 Pareto chart : It is used for assessing the most frequently falling out imperfections by
categories.
source 2: Control Chart, 2017

 Scatter diagram : This diagram is used for identifying the type of relationship between
the two quantitative variables if exists.
 Stratification : It is a process of segmenting members of a population into uniform
subgroups prior to sampling.
FEEDBACK
As per the view point of Hermann and Flecker (2013), Customers feedback is a valuable
tool to measure the effectualness of quality management system. They are the main focus of the
quality management system as it is a revenant subject throughout the standard. On the other
hand, Jen, Tu and Lu (2011) says that whether the feedbacks of consumers are important for the
purpose of measurement of quality but sometimes it may also give wrong result. Karatepe (2011)
states that the percentage of in correctness of the views of users are very low as they are the only
one who checks the quality of goods and services by using that. So, they provide a practical
result from that. On the basis of feedback given by the users, the firms should modify the faults
present in their products. They can also create a framework for handling the feedbacks coming
from the side of their clients. Users can contact to employees of corporation if they are facing
any kind of issues regarding services offered by company. Employees of the company are
responsible for solving their queries on priority basis. Users can contact them by the means of
call or mobile phone, emails, messages, etc.
STANDARDS
Quality standards are used to setting out the priority areas for the purpose of quality
improvements in a quality management system. There are some of the standards that are laid by
quality measurement team. Hilton hotel should follow those standards in order to pass the criteria
of good quality products. If any products of firm does not meet those criteria, then their goods or
services are considered to be of bad or of worst quality. And as a result, it is very essential to
follow all the standards of quality measurement by the corporation. This will increase their brand
value, if they passes the levels of those standards.

TQM
TQM stands for Total Quality Management. This was developed in the year of 1940 by
W. Edwards Deming. He gave a Deming (Shewart) cycle. It is also known as PCDA (Plan-do-
check-act). It is an iterative method of four step management that is used in businesses for the
continuous control and improvement of products and processes. In first step of Plan, objectives
and processes important for delivering results as per the expected results are established. During
Do phase, implementation of plan and execution of process are done to make the product. In the
next Check phase, analysis of actual result in comparison to the expected result is carry on. The
last Act phase involves making adjustment and corrective actions. It refers to the methods of
management that is used to improve the quality and productivity in organisations. It works
horizontally across Hilton hotel , including all sectors and workers. This extend progressive and
reversed for including both suppliers and consumers. Total quality management offers a structure
for enforcing effectual quality and productivity opening that can enhance the profitability and the
act of competitiveness of venture. In this modern context TQM is supposed to need participative
management, contiguous process up-gradation and the utilisation of the teams.
CONCLUSION
From the above based report, it has been concluded that service quality is abroad term
that refers to the management of qualities of products and services provided by Hilton hotel.
There are different methods of quality management tools which are explained in this report that
are Cause and effect diagram, Check sheet, Control chart, Pareto chart, Histogram, Scatter
diagram and Stratification. Several methodologies of quality measurement are also described
such as Feedbacks, Total Quality Management, Standards, SERVQUAL ,etc.
RECOMMENDATION
There are various methods of measuring quality in organisations such as fish bone or
cause and effect diagram, check list, control chart, histograms, etc. Hilton hotel should use Cause
and effect diagram for managing quality. By using this corporation can design their products and
prevents that from various quality defects so that they can identify those factors that are causing
overall effects.

REFERENCES
Books & journal
Bernardo, M., Marimon, F. and del Mar Alonso-Almeida, M., 2012. Functional quality and
hedonic quality: A study of the dimensions of e-service quality in online travel
agencies. Information & Management. 49(7). pp.342-347.
Calabrese, A., 2012. Service productivity and service quality: A necessary trade-off?.
International Journal of Production Economics. 135(2). pp.800-812.
Dabholkar, P. A., 2015. How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
de Oña, J., de Oña, R. and Calvo, F.J., 2012. A classification tree approach to identify key
factors of transit service quality. Expert Systems with Applications. 39(12).pp.11164-
11171.
Dhar, R. L., 2015. Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management. 46. pp.419-430.
Hermann, C. and Flecker, J. eds., 2013. Privatization of public services: impacts for
employment, working conditions, and service quality in Europe. Routledge.
Jen, W., Tu, R. and Lu, T., 2011. Managing passenger behavioral intention: an integrated
framework for service quality, satisfaction, perceived value, and switching barriers.
Transportation. 38(2). pp.321-342.
Karatepe, O. M., 2011. Service quality, customer satisfaction and loyalty: the moderating role of
gender. Journal of Business Economics and Management. 12(2). pp.278-300.
Kiran, K. and Diljit, S., 2012. Modeling web-based library service quality. Library &
Information Science Research. 34(3). pp.184-196.
Parolkar, S. and Doradla, A., AT&T Intellectual Property, 2012. Methods and apparatus to
display service quality to a user of a multiple mode communication device. U.S. Patent
8.271.045.
Wang, X., 2011. The effect of unrelated supporting service quality on consumer delight,
satisfaction, and repurchase intentions. Journal of Service Research. 14(2). pp.149-163.
Online
The 5 Service Dimensions All Customers Care About. 2017. [Online]. Available through :
<http://www.serviceperformance.com/the-5-service-dimensions-all-customers-care-
about/>. Accessed on 2nd September 2017.