Quality Management Report: Strategies for Quality Improvement

This report delves into the core concepts of quality management within a business context, with a specific focus on the hospitality sector, using the "Rose and Crown" and "Holiday Inn" as case studies. It begins by defining quality management and its significance in enhancing product and service quality, highlighting its role in boosting customer satisfaction and loyalty. The report then explores various techniques for measuring service quality, such as SERVQUAL and social media monitoring, and evaluates the benefits of user and non-user surveys in determining customer requirements. It further examines methods of consultation used in quality schemes to encourage participation, particularly from underrepresented groups, and analyzes the value of complaint procedures in improving quality. Task 4 shifts the focus to assessing an organization's current state of health, with a focus on quality management and total quality management, communication, and record-keeping within the framework of an organization. The report concludes by providing guidelines for the effective implementation of quality schemes and proposing new systems or modifications to existing ones to improve service quality, providing a comprehensive overview of quality management strategies and their practical application in the business environment. The report is a valuable resource for students studying quality management and related fields.

QUALITY MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 3............................................................................................................................................3
3.1 Explanation about the measurement of quality management...............................................3
3.2 Evaluation of the benefits of users and non users surveys in determining customers
requirements................................................................................................................................4
3.3 List about the methods of consultation employed in one quality schemes to encourage
participation by under represented groups..................................................................................5
3.4 Identification of the value of complaints procedure and analysis about how they may be
used to improve quality...............................................................................................................6
TASK 4............................................................................................................................................7
P 4.1 Assessment to determine an organisation's current 'state of health'...................................7
4.2 Evaluation about the important of communication and record keeping...............................8
P 4.3 Guidelines must be followed in order to effective implementation of a quality scheme...9
P 4.4 Propose new systems or modifications to existing that could improve service quality...10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the context of business, quality management is a significant aspect that is followed by
organisation in order to enhance the productivity of business and quality of product and services.
It is a continuous procedure used by the human resource and management for enhancing quality
of product and services (Assarlind and Gremyr, 2016). With assistance of impressive quality
management system and approaches, corporation can improve the customer satisfaction and
loyalty for long term. The term of quality refers to the value of business and effectiveness of the
services within organisation. The present report have major objective is to provide effective
knowledge and understanding about the range of approaches to improve quality of product and
services. The discussion about the customer satisfaction and continuous improvement along with
services with respect of hospitality sector has been done in this report.
MAIN BODY
TASK 3
3.1 Explanation about the measurement of quality management
In the organisation, quality management system plays a very crucial role by which
corporation can deliver high quality of product and services to its customers. The rose and crown
is currently facing issue regarding customer complaints and high staff turnover. It is great
responsibility of management and employees to focus on the quality measures and techniques
that assists to business enterprise in improving the quality of services and product so as
performance of business can effectively improve (Bo and et.al., 2015). Following are some
techniques that can be used by the hotel in measuring quality of product and services- Servaqual- This is most common technique and method for measuring the services
quality within the organisation. In this aspect, management can use five elements of
services quality that is reliability, assurance, tangibles, empathy, responsiveness
(Chaudary, Zafar and Salman, 2015). With help of these elements service quality can
measured and monitored within the organisation. Reliability can measure to perform
service accurately and empathy can be used to focus on the needs and requirement of
customer regarding product and services. In this technique, assurance can be used for
personnels skill, ability and knowledge regarding their work. In addition to this,
responsiveness can be used to provide high quality of commodity and services to
customers. With help of this method, Rose and crown hotel can easily analyse the

effectiveness and uniqueness of product and services and deliver high level of
satisfaction to its customers.
 Social media monitoring- Social media is a platform that connects the people so as they
can share their information, images, pictures, video etc in fast and frequent manner. Ion
the context of business organisation, social media monitoring technique helps to business
in identifying customer review, feedbacks and recommendation regarding existing
services and products (Haider and et.al., 2015). Furthermore, hotel can easily advertise
and promote its services and product on the various channels of social media like You
Tube, Facebook, Instagram etc. On the basis of the customer views, feedback and
responds company can easily analyse and measure the performance of business and
quality of product and services.
3.2 Evaluation of the benefits of users and non users surveys in determining customers
requirements
Survey is one of the best method to identify and determine the customer requirement and
perception regarding product and services. With help of survey method, organisation can easily
acknowledge the perception, thoughts, views and feedback of customer related to the business
performance as well as quality of product and services. There are major two kinds of survey that
is user surveys and non user survey. User survey is that investigation under which respondents
are existing customer of organisation. On the other hand non user survey is that survey under
which respondents are non users. Following are benefits of user survey and non user survey-
User survey- The major advantage of the user survey for organisation is that firm can easily
determine customer needs, wants, expectations, satisfaction level, perception, feedback regarding
existing product and services. It also assists in identify current trends of market and forecast
potential market (Jacobs, Swink and Linderman, 2015). User survey assists to the organisation in
identify and capture customer's expectations, characteristics, patterns sop as company can
acknowledge about the exact needs and wants of them in effective and efficient manner. While
company effectively acknowledge about the customer requirement and feedback about the
product and services then firm can easily make necessary improvement and changes within it. In
addition to this, user survey helps to the company in overcome the mistakes and ineffectiveness
along with product and services. By acknowledged about the negative feedback of customer
regarding product and services, company can easily make improvement within it.

Non user survey- These customers are not current users within an organisation. With assistance
of the non user survey, corporation can easily acknowledge the reason that why they do not
purchase the product and services. Firm can able to produce products for non customer according
to their desires and requirements. With assistance of the non user survey organisation can easily
acknowledge the reason of dislikes of non customers related to product and services (Ji, Huang
and Sun, 2015). Furthermore, the major advantage of the non user survey is that corporation can
implement the necessary changes within product and services according to the desires and
requirement of customers. Another advantage of the non user survey is that company can get the
detail regarding customers product and their hold in the market can be identified.
3.3 List about the methods of consultation employed in one quality schemes to encourage
participation by under represented groups
In the organisation, customer consultation is a procedure that helps to firm in organise
customer engagement program. With assistance of this program, organisation can easily identify
and determine the customer's feedback, expectation, responds, review regarding existing services
and product within the business unit. By organising this activity, customer can take participation
in the decision making process while company implementing quality schemes. It is very
important for the management to take participation of customer in the decision making session so
as customer can freely share their views, opinion, suggestion and requirement regarding product
and services (Kim, D. Y., Kumar, V. and Kumar, U., 2012). On the other hand staff consultation
is also very significant activity through which flow of information regarding the quality scheme
communicated clearly to all employees within the organisation. In this quality scheme, roles and
responsibility of the employees can clearly allotted by the management. There are some methods
that helps to the organisation in encourage customer participation within the program-
Online survey- Online survey is fast and quick method to gather the review and feedbacks of
customer regarding product and services. With assistance of the online survey, company can
acknowledge the review, feedback and perception of customer regarding the services and
commodity. In this survey, company and customer do not need to get physically connected with
each other.
Social media- In the present time, social media survey is one of the best method to acknowledge
customer views, feedback and opinion regarding product and service. Social media helps to the
organisation in identifying the positive and negative feedbacks and reviews of the customer

regarding product and services (Reijers, Mendling and Recker, 2015). On the various channels of
social media, corporation can easily post the pictures, video and images about product and
services.
Open meeting and conferences- Open meeting and conference is the way to interact face to face
with customer. It is one of the easy method that assists to the organisation in identifying views,
opinion and responds of customer regarding product and services.
Company website- This is one of the best method that helps to the organisation in encouraging
customers for participation within the program of business entity regarding quality scheme.
Customer can provide their feedback and review regarding product and services on the company
website through which firm can acknowledge the requirement of improvement within existing
product and services.
3.4 Identification of the value of complaints procedure and analysis about how they may be used
to improve quality
Complaints are always considered as negative reactions from customers. However, complaints
helps to the organisation in measuring quality and effectiveness of business performance. While
any customer complaint to organisation for its product and services then it will helpful for
system in identifying issue and problems regarding existing product and services. With
assistance of the complaints, company can acknowledge about the requirement to make
improvement within the existing procedure, system and services of business (Rosskopf and et.al.,
2015). Following are systematic procedure of complaints within an organisation-
 Encourage complaints as quality improvement tool- This is the first stage of the
complaint's management within an organisation under which management encourages
complaints as a quality management tool so as mistakes and weakness within the
company can improve.
 Establish a team of representative to handle complaints- While complains identified by
the management then in the next stage company will develop the team of representative
so as they can handle the complaints regarding the business.
 Resolve customer problems quickly and effectively- Once the team of representatives
have developed then they will collectively resolve that particular problem of customer
regarding services and products.

 Track trends and use information to improve service processes- In this stage team can
collect the information for further improvement within the company. Furthermore,
management can also identify the trends to solve the issue and improve quality of
services.
With help of client complaints company can easily acknowledge the weakness and area of
improvement along with product and services.
TASK 4
P 4.1 Assessment to determine an organisation's current 'state of health'
Assessment of a company is most necessary part in which valid information of the
company performance is examined and know about the quality management system in which
company must follow the process. So their effective quality can be excused at the workplace. In
case of 'Holiday Inn' hotel which is the UK based company in which I have been appointed as a
quality manager to check out the current state of health of the hotel in effective manner (Hoque,
2013). Current state of health is most necessary part of to be identified by quality manager in
order to improvement in the quality of the hotel product and services efficiently.In order to
effective determine current state of health of Holiday Inn we need to focus on several factors
which is as following: Quality management: Effective quality management assessment can give us information
about to the service potential of the hotel. In the county current circumstances is not
appropriate towards each business sector because of lack of innovative techniques using
in the hotel in order to services provision in the company effectively. It could be stated
that effective quality management of their services within the business can improve the
profitability of Holiday Inn hotel efficiently. Total quality management: Total quality management is an approach in which
organisation efficiently manager their waste in the firm so that effective decision can be
made towards manage the waste in the firm effectively and profitability can be raise for
assessment of quality management within the corporation (Boella and Goss-Turner,
2013). As a quality manager I can measure the current state of health of my hotel by total
quality management techniques effectively.
 Facilitating and identifying training opportunity: Provide proper facilities according to
hotel industry need to serve their customers in effective manner. Administration of hotel

need to conduct appropriate training program at the workplace and identify the weak
points of their employees in the firm and effective remove them by conducting training
and development program so that their current state of health can be improved more
sufficiently. This will help us to make development in some areas by which I could
furnish appropriate training and development program to our employees so that and have
feedback from employees which can improve the performance of the company
efficiently.
4.2 Evaluation about the important of communication and record keeping
Communication is one of the significant aspect within an organisation by which various
functional departments can easily share their information and message regarding their working at
workplace. As per the given case scenario, Holiday Inn London group of hotel is losing profit
due to the global economic crisis. In this situation within the Holiday Inn, management requires
executing and implement effective communication method so as every functional department can
share their information regarding working. With help of effective communication method within
an organisation, staff members can easily share their information and messages with each other.
With help of excellent communication, company can also share their information to the customer
regarding product and services (Spofford Jr, Russell and Kelly, 2016). Communication is an
integral part of quality management system that required to communicate within it and outside of
it in order to achieve a quality management. Proper communication aids to all member within the
organisation in avoid apathy and also provides new idea to develop quality practices. In the
context of internal organisation, proper communication assists to the all functional department in
sharing their information regarding the business through which quality of the services can
improve in effective and efficient manner. Conflicts and issue among team members can also
easily solve with help of effective communication system at workplace.
Record keeping is also one of the significant aspect within an organisation that assists in
recording the information regarding employees, product, services and other activities of business.
Record keeping is a process of documentation through which the action plans are documented
for future references and to identify and review the improvement in the operation quality. Record
keeping assists to organisation in recording the past data about the business performance
(Usichenko and et.al., 2013). On the basis of recorded information about the business,
management can easily measure the performance and monitor the effectiveness of current

working practices. By help of record keeping, corporation can easily compare the existing
performance of the business with future requirement.
P 4.3 Guidelines must be followed in order to effective implementation of a quality scheme
For implementation of Quality management system in Holiday inn hotel, in order to
effectively satisfy their each customer within the hotel. Some guidelines must be followed on the
stage of consultation necessary for effective implementation of a quality scheme in the
organisation in effective manner.
Setting the scene: Top administration of Holiday Inn hotel, can formulate a respective
plan of action in order to providing their existing hospitality services at the workplace. All
employee must need to follow proper guideline to implementation of quality scheme (Wu and
Ko, 2013). All workers of Holiday Inn hotel need to follow the guidelines which is provided by
top management of the hotel in respect to properly implementation of the quality scheme in the
organisation in more effective manner.
Requirement and commitment from staff: The top management of Holiday Inn hotel
need to make a contract between employees to enforce them follow respective guidelines of
proper hotel services in order to increase their sales in the market in more efficient manner. They
need to provide appropriate guideline about staff role and responsibility in the firm so that
effective outcomes can be accomplished.
Keeping team update and engage: Professionals of Holiday Inn organisation need time
to time check out the performance and market performance of the hotel in order to recognise the
improvement and necessity in the organisation in more effective manner (Neck and Manz, 2010).
They need to check out worker grievances on regular basis so that their employee will motivate
to do more hard work in order to improve in the quality of services within the hotel.
Review the effectiveness and consultation:If there is find out any kind of default in the
performance of the organisation, then Holiday Inn firm's top administration can take appropriate
action towards the business so that effective improvement can be taken in organisational context.
In order to implementation of quality scheme, top management of Holiday Inn hotel need to
check out that their all plan of action running in the business properly so that their quality can be
improved effectively.
These are the step which must be taken by top administration of Holiday Inn hotel in
order to proper implementation of quality scheme in the enterprise efficiently.

P 4.4 Propose new systems or modifications to existing that could improve service quality
The existing system of Holiday Inn hotel need to be improved in effective manner so that
profitability of the business can be improved effective in case of economic crisis of the country.
The top administration need to conduct a training and development program in which their
employee must be touched new approach of furnishing hotel services and also provide existing
offers in some auspicious occasion by which their customer will get to know about services of
the hotel in efficient way (Sigala, Christou and Gretzel, eds., 2012). Moreover, organisation also
need to implementation of innovation which is using by their competitors in the market
effectively in order to serve better services to their customers in efficient form. They need to
examine that their employee are working according to employee policy in the firm or not and
they can create some guidelines in which each of their worker must follow according to the
policy of improvement in the services quality of Holiday Inn hotel.
Total quality system:The organisation can take initiatives towards their employees in
order to furnish them the latest approaches of service provision and new hospitality management
courses so that they can easily tackle all the issues and problems which comes in the service
provision of the organisation in effective way. Effective training and development in the
organisation can improve the service performance of Holiday Inn hotel in effective way so their
market sales and desired objectives can be accomplished in more efficient way.
Administration process for communication: Hotel industry need to implementation of
proper total quality management system at the workplace in order to effective management of
their waste in the firm and also increase their profitability in the firm in more effective manner.
In improvement in food quality of Holiday Inn hotel will raise in positive outcomes in the
industry by furnishing different kinds of product and hospitality services with utilising the latest
approaches of service provision of hospitality management so that by these all exercises Holiday
Inn hotel can improve in profitability in the hotel industry efficiently.
Effectiveness: From the above all activities towards improvement in the quality of
services of the company, they need to make development in some of the areas which is needed to
be improved in the business so that effective decision could be made by quality manager in order
to make implementation in which they can make improvement in their services so that
effectiveness of total quality management could be gained by the business efficiently.

CONCLUSION
From this report it has been concluded that communication system is very significant
aspect within the organisation to improve the quality management and control. With help of
record keeping system organisation can easily compare the present performance of business as
compare to the past performance. From this report it has been also concluded that social media
monitoring and servalqual method is the best method to measure the quality of business
performance through which company can easily improve the quality of business performance,
product and services.

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