Quality Management Analysis: Britannia Hotels and Kaizen Technique

This report provides a comprehensive analysis of quality management within the hospitality, tourism, and events sector, using Britannia Hotels as a case study. It defines quality management as a process of overseeing business activities to maintain a specific level of excellence, crucial for attracting customers and improving a hotel's image. The report delves into the challenges faced by Britannia Hotels, including poor customer reviews and service quality issues, and explores the application of the Kaizen technique for continuous improvement. It outlines the concept of quality management, its core principles such as customer focus and leadership, and the problems experienced by Britannia Hotels' customers. Furthermore, the report highlights the effectiveness of the Kaizen technique in enhancing quality management and offers recommendations for improving service quality and regaining customer trust. The report emphasizes the importance of addressing customer feedback, implementing continuous improvement strategies, and focusing on customer engagement to achieve sustained success in the hospitality industry.

Managing Quality in
Hospitality, Tourism
and Events
Executive summary
A process of identifying, monitoring and controlling of al business activities for
maintaining specific level of excellence is known as quality management. It plays an important
role in improving image of hotels and attracting customers. Kaizen approach plays an important

role as it allows companies in improving or managing quality to great extent and accomplishing
their goals. Customers face some problems related to quality which needs to be improved in a
timely manner for regaining trust of customer. Balance score card also help hospitality sector in
managing quality by measuring performance of their activities.

Table of Contents
Executive summary................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Concept of quality management.............................................................................................1
Problems experienced by customers of Britannia hotels (650)..............................................3
Effectiveness and impacts of Kaizen technique in effective quality management................4
RECOMMENDATIONS.................................................................................................................6
Recommendations for improving quality of services.............................................................6
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Quality management can be defined as a process of overseeing business activities for
maintaining specific level of excellence (Chen and et.al., 2017). Quality management plays an
important role as it helps company in satisfying customers’ needs. This present study is based on
Britannia hotels which have around 61 branches across the country. Customers’ have rated this
as the worst hotel chain because of its poor quality of products and services. This present study
will show the main concept of quality management with its all principles. It will also discuss all
problems which customers of Britannia hotels are facing and for which company focus on
quality management process. Further, it will show effectiveness of Kaizen technique in
improving as well as managing quality. Lastly, it will recommend other strategy by which
Britannia hotels can improve their quality and regain trust of customers.
MAIN BODY
Concept of quality management
Quality: In the context of quality it can be said that it refers characteristics that are possesses by
something or someone. In the context of tourism and hospitality sector it can be said that quality
of products and services, given by them to customers is the main key of their success and
business development. It is important for operation manager to manage quality in order to attract
customers, satisfy their needs and accomplishing their pre determined goals. Tourism and
hospitality sector is all about satisfying needs of customers and pleased them and it can only be
possible with higher quality of products and services. So, overall it can be said that quality or
characteristics of products play an important role.
Concept of quality management: In the context of quality management it can be said that it is
the act of overseeing all activities as well as tasks that required to be accomplished to maintain
desired level of excellence. For managing quality of products and tasks perfo4med by employees
within tourism and hospitality sector, there is requirement of performing several functions and
steps in a systematic manner (Popescu, 2017). There are several techniques which help
employees in maintaining quality of their products and protect them against poor quality By
implementing short term initiatives and focusing on long term goal, operation manager can
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maintain quality. Some main steps which can help companies in managing quality include:
determination of quality policy, implementing quality planning and using quality control tools.
In the context of Britannia hotels it is found that, their quality of products and services are
very poor as customers gave several negative reviews. Poor quality affects image of the company
and company takes too much time in regaining their image and popularity in the eyes of
customers. In addition, in the regards to quality management it can be said that there are main
principles which can help hotels in improving quality and also image in the eyes of customers.
Some principles which can help in understanding the main concept of quality management
include:
Customer focus: It is one of the main principles according to which, operation manager
and employees require focusing on customers’ need. If all products and services are being
produced and made as per their requirements and needs of customers, then quality can be
managed and improved.
Leadership: According to this principle, operation manager require focusing on the best
leadership. Leaders at all levels establish unity of purpose and provide right direction to their
followers. It helps employees in improving quality and overall performance. There are less
chances of committing mistakes and errors in the production process (Ennker and Walker, 2017).
It engages people in achieving quality objectives of the company.
People’s engagement: Engagement of all stakeholders also plays an important role in
managing and improving quality. When employees are engaged with all activities and the main
vision of the company then they are more likely to focus on improving quality. Customers’
engagement also help company in managing quality as engaged customers help company by
providing feedbacks and help them out in accomplishing their goals.
Improvement: Continuous improvement is one of the main key and principle of quality
management. There are some quality management approaches that also focus on continuous
quality management. When employers focus on continuous improvement then they become
successful in satisfying needs of customers and meeting their goals.
Relationship management: For sustained success there is require net for hotels to manage
ad improve their relationship with their interested parties like suppliers. Suppliers play a vital
role in managing quality as by getting qualitative raw materials, hotels can n improved their
services and products.
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From above discussed all principles of quality management, concept and effectiveness of quality
of products and services can be understood in an effective manner (Hsieh, Lee and Yin, 2019).
Problems experienced by customers of Britannia hotels
In the context of Britannia hotels it is found that customers gave several negative reviews on
quality of their services and products. Some reviews, given on trust pilot were: dirty ran down
hell hole. In addition, they said that walls of hotel have holes and marks everywhere and double
bed was also made by pushing 2 single beds with rock hard mattress as they can feel every spring
through it. In other comments, customers wrote disgusting sacking staff because of Covid-19 and
turning onto the street out of hotel accommodation with under 24hrs notice will never stay in
Britannia Hotels again. In other comments, received on trust pilot were related to quality as
customers said that really poor quality of rooms as they only stayed once and for staff they said
they were good but management was horrifying. So, from all of these comments it can be said
that received from trust pilot it can clearly be said that Britannia hotels has poor quality of
services and products and for regaining their trust it will require focusing in continuous
improvement. In regards to all reviews, I can say that Britannia does not meet some expectations
of customers.
In the context of reliability and on the basis of reviews of customers’ it can clearly be said that
customers do not trust anymore on this as they get poor quality of services. In hotels main
services are related to rooms and from first review it can clearly be said that customers had very
bad experience as even walls were not proper repaired (Allen, 2016). Other comments also show
that overall quality of products and services were very poor as even customers said that they will
never stay in this hotel. So, it can be said that Britannia does not follow this requirement. By
identifying problems and getting better solutions from their employees, it can improve quality
and satisfy customers’ needs. It can improve reliability and can make customers able to trust to
company and purchasing products and services.
As per the other requirement which is essential for success is responsiveness or responding
to customers. There were several reviews which were all related to quality of services. In the
context of staff, customers said that staff was better than management. So, in this regard it can be
said that hotel followed this requirement to some extent as staff tried to solve their queries and
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becoming responsive. By getting appropriate solutions, Britannia hotels can respond to their
customers’ queries and can satisfy their needs. Responsiveness is other main key of quality
management.
Other main element which also plays an important role in satisfaction of customers and
improved image is assurance. As per this requirement, hotel requires to provide surety to their
customers they will fulfil their requirements. On the basis of reviews of customers, it can be said
that Britannia hotel is somehow fulfil this requirement. It is the reason as it focusing on quality
management process. By engaging employees in all process of quality management and business
activities, it can assure quality to customers as assurance is the main key of success.
Other important requirement is empathy or engaging customers with the brand. On the basis of
reviews from trust pilot it can be said that customers were unhappy with management. But in
regard to staff and employees it can be sad that this hotel maintain and follow this requirement
and tried to make customers please (Pera and et.al., 2019). In addition, it can be said that by
providing attractive offers, engaging customers, allowing them to give feedbacks, manager can
become empathic towards employees and customers and can also attract them as it can make
customers’ feel valued.
Effectiveness and impacts of Kaizen technique in effective quality management
It is found that quality is the main key of the success of hospitality sector. It attracts
customers, satisfy their needs and make companies able to increase customers’ retention rate and
improve their image in the market. But it is found that Britannia hotels is lacking in this area and
due to poor quality of services and products, it has lost its potential customers which affected its
image also. It is important for Britannia hotels chain to implement effective quality management
technique.
Kaizen technique: It is one of the best approaches that create continuous improvement. It is
mainly based on the idea that small as well as positive changes in business activities can lead to
positive and big outcomes. It believes that management plays an important role in improving as
well as managing quality of products and services of companies. Management, according to this
technique require focusing on small and continuous positive improvements. For maintaining
quality of services in hospitality sector, there is requirement of focusing on production process
because all products and services are being developed in this area. This approach also focuses on
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production process for improving quality of produced services and products. It is found that hotel
rooms of Britannia hotels are not good as there are several holes in walls so, it is important for
operation manager to focus on process of production (Ishijima and et.al., 2019). For improving
quality and providing qualitative rooms, bed, mattress, they need to focus on preliminary
production process.
Advantages: One of the main effectiveness of this technique is it based on the belief that
everything can be improved as for that there is requirement of identifying issues along with
opportunities and accordingly finding solutions. Alls steps are connected to each other’s and
need to be followed in a systematic manner (Kaizen, Continuous Improvement, 2018). There are
some principles and some steps of this technique and by following them, Britannia and other
hotels can manage quality in an effective manner such as:
Get employees involved: Kaizen technique believes that for improving quality and
becoming successful there is requirement of employees’ engagement as it is the main key of
success of businesses. So, operation manager require gathering help of employees in identifying
the main issue along with appropriate solutions. By doing so they can create buy in for change.
Finding problems: After seeking help from employees and gathering their help, manager
requires using widespread feedbacks from them. In feedbacks they need to ask to all employees
to list out problems which they have experienced within an organization and also as per the
customers’ reviews. So, in this step, company requires making list of issues and prioritizing them
(Kumar, Dhingra and Singh, 2018).
Creating solutions: After making a list of issues manager requires encouraging employees
to give creative and better solutions. After getting creative ideas and ways of solving problems,
they can select winning solution.
Testing solutions: Before implementation it is important testing solution as it can help out
in solving problems permanently or not. For reducing cost and time, manager requires creating
pilot program or other tests for knowing effectiveness of the selected solution
Analyzing results: At various intervals, manager needs to check progress with effective
strategies as it can protect them against failures and lead to continuous improvement. Along with
it, it is also important to keep ground workers engaged for making any changes and determining
success of change.
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Standardize: After testing solution and knowing effectiveness of solution if company get
positive results then they also require adopting that solution throughout the company.
Repeat: After getting positive Results Company can repeat these steps for continuous
improvement and quality management as it can improve their image and make them able to take
competitive advantages (Kapur and et.al., 2017). Company can test other solutions as well as it
may also help them out in better improvement and improvised quality of their services.
So, from the above discussed all steps and the main concept of Kaizen it can be said that it
can definitely help Britannia hotels in improving their quality of services and regaining image in
the market.
RECOMMENDATIONS
Recommendations for improving quality of services
From the above discussion it can be said that Britannia hotels require improvement in their
services for regaining trust of customers and improving image in the market. From customers’
reviews on trust pilot it can clearly be said that customers are dissatisfied and unhappy with it.
So, in this regards, it can be recommended that to Britannia hotel that it should make use of
balance score card. It is an effective performance metrics which company can use to identify,
improve as well as control business functions. It can protect Britannia hotels against poor quality
and failure of business activities. It consists of main four perspectives and by focusing on all
main perspectives; manager of this hotel chain can improve their quality of products and solve
problems which their customers are getting. As per these perspectives, manager requires
answering main 4 questions such as:
1. How do customers’ see their brand? As it is associated with customers’ perspectives.
2. What must they need to excel at? It is related to internal perspective.
3. Can they continue to improve and have better solutions for mitigating problems? It is
innovative as well as learning perspective.
4. How do they look to their shareholders? It is financial perspective.
So, on the basis of above discussed all customer, financial, innovative and internal perspectives,
manager can know if they can solve problems or not. Balance scorecard decreases information
overload by limiting number of measures used because this technique give answers of all
questions related to areas of improvement. This technique also encourages manager to mainly
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concentrate on the handful of measures that are most critical. By doing so and giving answers of all
questions, manager can focus on main principles and key areas of success such as: assurance,
responsiveness and others (Muda, Erlina and AA, 2018). For using all perspectives, hotel require
following some steps such as: determining the main vision, adding perspectives, creating objective
of using perspective, connecting each place or indicator and communicating the same within
organization.
So, it can be said that this strategic tool for monitoring performance can help manager of
Britannia hotel in taking better decision based on indicators and solving problems which their
customers and company is facing.
Conclusion
From the above study it has been summarized that quality plays an important role in
satisfying needs of customers in hospitality sector. Quality management helps companies in
attracting customers, satisfying their needs and accomplishing their pre determined goals as well.
This study has also shown effectiveness of Kaizen quality management approach as it allows and
engages companies in continuous improvement process. It has discussed all principles of Kaizen
technique for quality of products and service management. Further, it has recommended other
effective technique which can help hospitality sector in improving quality and satisfying
customers’ needs.
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REFERENCES
Books & Journals
Allen, M., 2016. Transformational Organizational Change, Reinforcing Structures, and Formal
Communication. In Strategic Communication for Sustainable Organizations (pp. 139-
188). Springer, Cham.
Chen, S. and et.al., 2017, November. A blockchain-based supply chain quality management
framework. In 2017 IEEE 14th International Conference on e-Business Engineering
(ICEBE) (pp. 172-176). IEEE.
Ennker, J. and Walker, T., 2017. Principles of Quality Assurance and Risk Management Risk.
In Cardiac Surgery (pp. 67-84). Springer, Berlin, Heidelberg.
Hsieh, Y.C.J., Lee, Z.C. and Yin, P., 2019. Wine attractions at hotels: study of online
reviews. International Journal of Wine Business Research.
Ishijima, H. and et.al., 2019. Introducing the “5S-KAIZEN-TQM” approach into public hospitals
in Egypt. International Journal of Health Care Quality Assurance.
Kapur, A. and et.al., 2017. Improving efficiency and safety in external beam radiation therapy
treatment delivery using a Kaizen approach. Practical Radiation Oncology, 7(6),
pp.e499-e506.
Kumar, S., Dhingra, A. and Singh, B., 2018. Lean-Kaizen implementation. Journal of
Engineering, Design and Technology.
Muda, I., Erlina, I.Y. and AA, N., 2018. Performance Audit and Balanced Scorecard
Perspective. International Journal of Civil Engineering and Technology, 9(5), pp.1321-
1333.
Pera, R. and et.al., 2019. When empathy prevents negative reviewing behavior. Annals of
Tourism Research, 75, pp.265-278.
Popescu, C.R., 2017. The Role of Total quality management in developing the concept of social
Responsibility to protect public interest in associations of liberal
professions. Amfiteatru Economic, 19(SI 11), pp.1091-1106.
ONLINE
Kaizen, Continuous Improvement. 2018. Online Available through:
https://searcherp.techtarget.com/definition/kaizen-or-continuous-
improvement#:~:text=Kaizen%20is%20an%20approach%20to,down%20changes%20to
%20achieve%20transformation >
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