Quality Management Report: Analyzing Hotel Service Quality Improvement

This report provides a comprehensive analysis of quality management principles within the context of the Rose and Crown hotel. It begins by defining quality, exploring the roles of quality control and assurance, and examining various approaches to improving quality management, including Deming's 14 points, the Juran approach, and the approaches of Feigenbaum and Taguchi. The report then delves into customer satisfaction, continuous improvement methodologies, and the importance of gathering customer feedback. Further, it discusses methods for measuring quality, such as user surveys and consultation, and the value of complaint procedures. The report concludes by addressing self-assessment, the importance of communication and record-keeping, staff consultation, and systems to improve service quality, offering a holistic view of how the Rose and Crown hotel can enhance its operations and customer satisfaction.

QUALITY
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Definition of quality.........................................................................................................1
1.2 Role of quality control and quality assurance..................................................................2
1.3 Approaches for improving quality management..............................................................3
1.4 Similarity and difference between methods....................................................................4
TASK 2............................................................................................................................................5
2.1 Satisfaction of customers..................................................................................................5
2.2 Continuous improvement.................................................................................................6
2.3 Types of values to be gained............................................................................................7
2.4 Types of information made available to consumers.........................................................7
TASK 3............................................................................................................................................8
3.1 Measuring quality management.......................................................................................8
3.2 Benefits of Users and Non User Survey in determining customer's needs......................8
3.3 Consultation Method........................................................................................................9
3.4 Value of complaints procedures.....................................................................................10
TASK 4..........................................................................................................................................10
4.1 Self assessment...............................................................................................................10
4.2 Importance of communication and record keeping........................................................11
4.3 Stage of Staff Consultation.............................................................................................11
4.4 System to Improve Service Quality................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Quality management generally guarantees that the product or service of any business
venture is consistent. Quality management is also considered as a universal phenomenon which
usually emphasis on providing better organizational services to their potential and loyal
customers. It also focuses on four major components namely quality control, planning, assurance
and improvement (Brincat, 2013). Further, implementation of effective quality management
assists business ventures in developing goodwill as well as focuses on improving the revenue and
profits of the venture. Moreover, quality is the prior aspect which is mostly demanded by the
customers from any type of business organization.
By taking the above topic into consideration, this present report has been prepared on
Rose and Crown hotel by evaluating the different scenarios given in the case study. Moreover,
the decision will be made regarding the service given by the hospitality and also the measures
taken by them in order to be competitive in the current business environment. Further, this report
will emphasize on the range of approaches which the organization have to undertake for
improving the quality.
TASK 1
1.1 Definition of quality
Quality is defined as standard of product or service which is measured against other
merchandises. It is also stated as a process of evaluating the degree of excellence. From the view
point of Kandampully and Suhartanto (2000) “It is further defined as producing goods or
services as per the industry standards so that the ultimate needs and requirement of customers
can be fulfilled effectively in respect of choosing products and services”. Further, the meaning of
quality in terms of business means that the product or service satisfying the needs of customers
in significant manner. It also involves those merchandise which is away from all the bias and
deficiencies. Further, American Society for quality stated that it is the subjective term which
each and every person have his/her own perspective to define the quality.
On the contrary side, service quality having a little difference as compared with the
business quality as it generally focuses on evaluating that how well the service is delivered by
the hospitality to fulfils the guest's expectation for achieving the mission and vision of the firm
(Total Quality Management (TQM). 2015). Further, quality service can be improved if the
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mentioned organization starts taking necessary suggestions and feedback from their clients. This
will help the Rose and Crown hotel to make necessary changes so that the firm achieve their
desired results.
1.2 Role of quality control and quality assurance
As per the case scenario given in the study material, Rose and Crown hotel is located in
the city of Midlands is an independent 3 star hotel having 100 rooms. Moreover, the mentioned
hotel firm is also famous for conducting the corporate meetings and also for serving the leisure
guests at the weekend. However, in the recent past the sales have been declined in both the
market and it also leads to increase in the customer’s complaints (Presbury, Fitzgerald and
Chapman, 2005). Apart from this, morale of the staff is also quite low and they are unable to
work with best of their efforts and capabilities. Due to this, employees are not able to achieve
their organizational goals and objectives. In order to solve this problem, the front house manager
of the Rose and Crown hotel have to take some necessary steps in order to improve the
diminished standards of the venture and along with it, he has to take responsibility to increase
more of the sale and revenue for the hospitality venture.
Quality control can be defined as set of activities for ensuring the qualities in different
products and services. It also required to identify the defects in the actual products so produced.
Further, the above stated topic having its own significance as Rose and Crown hotel have to take
some necessary actions for maintaining the proper standards in manufacturing products as firm
can test their food samples in order to check the necessary specifications in the product. Poor
performance in the production method will be removed if the organization have implemented the
quality control (Thibault and et.al., 2007). Moreover, after analysing the poor performance
through production quality control, the front line manager of the firm having a prior
responsibility to prepare the control charts, trend analysis, flow charts and various others.
Quality assurance on the contrary side means that they are the set of objectives which
ensures the quality in the process through which the product is been developed. Further, it is a
broad practice which is eventually used for assuring the quality products and services from the
hospitality. By implementing this, manager will be able to prevent the problems by evaluating
planned and systematic activities with the process of documentation.
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1.3 Approaches for improving quality management
For managing quality in the hospitality firm, scholars and researches have derived
different approaches. Each and every approach having its own importance and significance
which helps in improving the efficiency and effectiveness of the firm. Moreover, mentioned
hospitality can manage their different products and services with the help of 14 points for quality
management (Al-Hakim, 2007). This was introduced by Deming and was termed as 14 points for
Management. These are explained down under:
 Creating consistency for a purpose towards the improvement of the product
 Adopting a new philosophy
 Creating mass inspection to improve quality
 Awarding the business on basis of price tag
 Improve constantly
 Conduct training on the job
 Improve leadership
 Driven out the fear for effective functioning
 Breaking down the barriers between departments
 Eliminate slogans
 Eliminate work standards on factory floor
 Remove all the barriers which rob workers
 Vigorous program of education
 Take all employees together
The above explained approach, focuses on adopting new philosophy, proper training as
well as setting specific benchmark for the employees. This will motivate them and they will
work with best of their efficiency and capabilities to achieve the goals and objectives of the
business firm (Engeldrum, 2004).
Apart from this approach, manager of Rose and Crown can also consider the Juran
approach which emphasizes on three major elements namely Planning, control and improvement.
These are explained down under: Planning- Planning will help the cited firm to produce products and service according to
the needs and demands of customers.
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 Control- Control having major specifications as cited firm have to make effective control
on the functioning of business venture.
 Improvement- Improvement is a part of growth and manager of Rose and Crown have to
improve the working conditions and also different areas where they lack. This will lead
into effective development and organization will be able to maintain their lost goodwill.
Apart from the above mentioned approach, Rose and Crown hotel can also use Dr.
Feigenbaum approach which includes process of controlling quality with the help of regular
development and emphasizing on improving quality along with maintaining and arranging team
that corporate can provide the best quality products to their customers (Robinson, 2003). Further,
organization can also use this trilogy as the part of quality management approach which will
emphasis on planning, controlling and regular improvement of process.
Taguchi has also demonstrated an approach which comprises functional relationship
between their different products and services. This will eventually help the business venture to
achieve their goals and objectives in significant manner.
1.4 Similarity and difference between methods
Each and every quality approach having a unique quality standard for the different
products and service for the business venture. Moreover, Rose and Crown hotel have taken
effective measure to reduce the poor performance of the firm with the help of quality control and
quality planning (Haas and Pearlman, 2001). Further, there are some methods which are
explained above and are used in the quality management:
 TQM approach by Dr. Deming
 Quality control by Dr. Feigenbaum
 Trilogy of Juran
 Tagauchi functional relationship on the basis of products and design factors.
Juran Taguchi Deming Crosby Feigenbaum
Basic
Orientation
towards
Quality
Procedural
approach
Technical &
proactive
approach
Technical
approach
Motivational
approach
Systematic
approach
Responsibility Management Engineers Management Management With all
Importance of Very Very Very Very Very
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customers important Important important important important
Goal of
quality
Satisfy
customers
Meet with
requirement
of customers
Meet or
exceed needs
of customers
Zero defect Meet with
requirement
of customers
Methodology Trilogy,
statistical,
continuous
improvemen
ts
Statistical
design of
experiment,
continuous
improvement
s
Reducing
total cost,
statistical and
continuous
improvements
Transferring
requirements
into
quantifiable
measures,
continuous
improvement
s
Statistical
and
engineering
methods,
continuous
improvement
s
Role of
Training
Important
for managers
and workers
Essential Crucial for
managers and
employees
Crucial for
top
management
and
employees
Important for
managers and
higher-up
authorities
TASK 2
2.1 Satisfaction of customers
Customer’s satisfaction is an essential element which business ventures have to perform
in order to get success in the competitive environment. Further, they have to produce all those
goods and services which satisfies the maximum utility of the travellers and guests. With
maximum satisfaction of customers, Rose and Crown hotel will be able to increase the revenue
as well as profits and will also be dedicated to achieve their goals and objectives in significant
manner (Zhang, 2000). Getting a positive feedback from the customer's will lead into increase in
goodwill and firm will be able to win the hearts of their loyal customer base each and every time.
Moreover, apart from getting value for the money which customers is spending, they also
want the quality in the products and service which they about to consume. Therefore, it means
that guests having lot more expectations from the firm. If the products and service of the firm
meets the expectations level of travellers then it will result into mutual satisfaction of both guests
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and hospital organization. Further, expectations from the hospitality is developed through
different ways as it involves service rendered by the employees in organization, prices set for
various products and services, hospitality goodwill, past performance and different other
elements. Apart from all these components, questionnaire methods, feedback sessions can also
be taken into consideration for measuring the level of customer's satisfaction.
2.2 Continuous improvement
Continuous improvement is considered as an ongoing effort which is made by the senior
staff as well as manager of the hospitality firm in order to improve the products, services so that
organization will be able to meet the needs and desire of their guests (Scheer and Nüttgens,
2000). Further, manager also implement some improvement procedures in order to improve the
quality gaps which exists in the operations (Thibault and et.al., 2007).
According to Kaizen approach for continuous improvement, he majorly concentrated on: Feedback- Core principle of Continuous Improvement Process (CIP) is to take self
reflection of the process. Efficiency- In this point, the intent of CIP is to identify, reduce and eliminate the
suboptimal processes so that Rose and Crown hotel gets more of their customers trust and
faith.
 Evolution- Under this, the emphasis of CIP is on the continual steps and not on to the
gians one. This shows that the cited firm emphasizing on getting stronger in slow and
steady manner.
According to the Deming's approach, continuous improvement is considered as a system
where feedback gathered from the customers help the business venture to improve the quality of
products and services so that guests have their best experience when they reach the mentioned
hotel again (Hernon and Altman, 2010). Further, in order to increase more of the sale of the
hospitality venture, cited firm can introduce new products and services which will attract the
minds of individuals towards it and with the help of it, cited firm will be able to increase the
brand image.
2.3 Types of values to be gained
By following the concept of continuous improvement, mentioned company can offer
different types of value added services to their existing as well as the guests who are coming
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from outside. Moreover, with the implementation of such practice, management can reduce the
cost of operation as they will focus on giving better accommodation facility, quality of food
products and different other services to all the guests of the hospitality firm (Azarov, 2009).
Further, cited firm can also focus on different value added services and some of them has been
discussed down under: Cultural added value: This process is the social marketing strategy for the firm where
for increasing the production and revenue, cited firm focuses on cultural aspect which
genuinely meets the needs and interest of the cultural groups. Environmental added value: In this point, the main of the Rose and Crown hotel is to
protect and they have to implement and follow all the methods which protects the
environment (Malmi and Brown, 2008). This includes usage of less toxic wastes and
using up of recycling material for the purpose of packaging food.
 Quality added value: Quality value is the type of value which adds to the convenience
and it includes different type of characteristics which are valued by guests in an effective
way.
2.4 Types of information made available to consumers
There are different types of information which indeed need to be provided to the clients
of Rose and Crown hotel so that they will be able to make appropriate decision regarding the
purchase of different types of products and services. Major information relating to the opening
time of hotel has to be conveyed so that guest can check-in as per the normal working hours of
the hospitality. Along with it, cited firm also have to convey the check out time so that it does
not lead into confusion among management and customer's. Further, this will also make guest
aware that at what time they have to leave their room. Moreover, HR manager have to provide
the exact location of the hotel so that guests or travellers do not have any sort of problem in
finding the hotel (Zimmerer, 2011). At times it generally irritates a person when they do not find
the hotel which is so booked online or with the help of any travel advisory.
Further, Rose and Crown hotel can also take help of different media such as print and
digital media in order to increase their popularity in the city. Online promotion tool can also be
used in order to increase the popularity worldwide. Sign boards, milestones can also be used so
that customers or guest will not face any sort of problem in finding the hotel and they can reach
to their destination without any difficulties or stress.
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TASK 3
3.1 Measuring quality management
In order to measure quality management within the hospitality venture, Rose and Crown
hotel can focus on different tools and techniques. However, by taking some relative
measurements it has also evident that the organization products and service are not in good
quality and in order to improve that cited firm can take some corrective measure (Räisänen,
2003). Some of them have been discussed down under:
 System Documentation: It is a document which comprises information relating to the
benchmarking and as per this element, service is offered to guest in both hotel rooms and
bars, pub, etc.
 Past Performance: Quality management within the Rose and Crown hotel can be done
by reviewing the past performance of the firm and also by taking the appropriate decision
according to the problem.
 Statistical Quality Control: It is a statistical tool which trace requirements into
quantifiable measures so that quality management can be done in an effective and
efficient manner (Van der Wiele and et. al., 2001).
 Six Sigma: Six sigma helps in measuring the service quality by successfully practising as
there exists no deviation in the service offered by the Rose and Crown organization.
Apart from this, cited firm can also manage their quality management system by taking
help of ISO 9000 standards because these have been specifically designed in order to help the
business venture so that they can successfully meet the needs of their leisure guests as well as of
their stakeholders (Tricker, 2007).
3.2 Benefits of Users and Non User Survey in determining customer's needs
For all the hospitality venture, it is necessary that they should understand the needs and
demands of their existing as well as new customers. This will generally help Rose and Crown
hotel to increase their customer base and also get their lost goodwill. Organization has to choose
different procedures in order to understand the needs of their guests but among all the methods,
survey is treated as most suitable method. This survey method helps in gaining effectual
information regarding the needs and demands of the customer's. Moreover, by considering
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customer's perception regarding different products and services, Rose and Crown hotel can make
changes accordingly.
On the other side, non- user survey is also necessary for the hospitality organization as it
will give them a clear idea that why other individuals hesitate in choosing their products and
services. Further, in order to satisfy the non-users’ needs and demands, what precautions they
can take so that firm can increase their customer base along with revenue and profits (Perdomo-
Ortiz, González-Benito and Galende, 2006). Further, identifying those factors which generally
convert the potential customer's to loyal customers will also lead to increase in sale of their
organization products and services.
However, both user and non- user survey is type of burden on the hospitality venture
because it generally increases the administrative cost for the organization. Moreover, a lot of
time has been spent in collecting these information because details are collected personally
which is treated as a primary source of collecting information. However, it generally gives
benefit to the business venture and the amount so incurred will be overcome in the long run of
the business venture.
3.3 Consultation Method
Different methods can be used for encouraging the participation of under-represented
groups. Some have been discussed down under: Telephonic survey: Telephonic survey is treated as a most economic and effective tool
which saves more of the time and money for business venture. Under this, surveys are
conducted on phone calls with under-represented groups. Form survey: With the help of this survey, mentioned hospitality venture comes to know
the expectation which customers have from them (Vlachos and et.al., 2009). Moreover,
forms are designed in such a manner that Rose and Crown hotel grasp the speedy reply
from the under represented groups. Mail survey: Few individuals are selected from under-represented groups and to get
positive response, envelops are generally sent with some questions. For these questions
firms required short answers so that they can make necessary changes in coming time
period.
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By taking the above points into consideration, Rose and Crown hotel will be able to take
appropriate decision and with the effect of it, organization will be able to boost their efficiency
and performance level.
3.4 Value of complaints procedures
In order to satisfy customers, Rose and Crown hotel can take use of the complaints
procedures so that they will come to know about the faults which generally exist in their existing
products and services (Negi, 2000). From this, firm will be able to find out the weak points and
they will make necessary changes to solve out the problems which customers are facing.
Apart from it, customers can also complaint regarding the services which they have
received from the hospitality venture which involves behaviour and response of staff,
accommodation facility, room service, liquor and beverages, etc. By taking these viewpoints into
consideration HR manager will take some suitable action regarding the staff and will assure
guests that better service will be provided to them whenever they will come next time (Evans and
Lindsay, 2007).
TASK 4
4.1 Self assessment
Self assessment play its role in the success of the business venture as it emphasise on
understanding the state of health of business venture that whether they are performing good or
not. It is also treated as a process where performance of employees is evaluated without getting
dependent on other (Kandampully and Suhartanto, 2000). Quality manager of hotel Holiday Inn
have to implement different type of practice in order to attract customers towards the business
organization because manager knows that guests are the only source of their revenue and profits.
Benchmarking process can be also implement by Holiday Inn so that they will be able to
identify their strength, weakness and other relevant factors which generally lack them to get the
competitive advantage over their rival firms.
4.2 Importance of communication and record keeping
Given below are the importance of communication and record keeping which will be
beneficiary for the hotel Holiday Inn:
 Sharing of crucial information through vertical and horizontal communication
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 Recording corporate memory
 Effective planning and leading
 Demo of strategy
 Managing crucial situations
 Helps in framing path
 Consultation and suggestions based on past records and performance
 Comparing
 Decision making
 Assistance in handling complain of the customers
 Monitoring and control
4.3 Stage of Staff Consultation
For growth and development of mentioned hospitality venture, employees working in the
venture have to exchange their different views and ideas with each other so that firm can make
necessary changes in the hospitality venture. Further, by accepting the employee’s suggestion,
morale of them will be boosted up and they will start working with best of their efficiency and
capabilities (Collison and Spears, 2010). Further, communication and consultation with staff is
considered as a lifeline option in order to get successful. Further, for conducting this following
stages need to be taken into consideration:
 Deciding purpose: First of all, purpose for staff consultation is to be set so that idea
from the same can be easily identified.
 Deciding objectives: In the second step, objectives need to be set which involves
discussion about what firm have to attain from the staff consultation.
 Practising: After the objectives, suitable suggestions are implemented and practice so
that benefits are seek out from it. Further, with proper practice, goal of organization are
achieved efficiently (Ricard, 2014).
4.4 System to Improve Service Quality
For improving the service quality, Holiday Inn can arrange different types of
technological equipment. Cited firm can render free Wi-Fi access for meeting the expectations
level of individuals (Wilding, 2010). Moreover, characterizing standard communication process,
setting benchmark for service offering and arranging additional facilities for clients like cab
11

facility, guide, providing mobile phone and certain others lead towards improvement in service
quality.
Holiday Inn can also follow the guideline set for attaining ISO 9000:2008. These are the
standards which genuinely help in improving the quality. In addition to it, mentioned company
can even initiate the concept of welcoming guest in traditional manner in order to please them.
Along with it, active and friendly behaviour with guest will aids in improving the service quality.
Apart from it, supervisor of each department can assure monitoring through checklist and to do
list so that standard quality can be maintained. Through this, cited company is able to enhance its
service quality.
CONCLUSION
From the above report, it has been inferred that quality management is a broad concept
and enterprise to improve their performance for achieving their goals and objectives. This report
also reveals that in both the case scenarios, hospitality venture is able to attract more of
customers and also been able to give them maximum satisfactions through implementation of
different practices. With proper practice, company will be able to have a competitive advantage
over their rival competitors.
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Ricard, E., 2014. Hospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and
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