Quality Management and Business Performance: Marriott International

This report offers a comprehensive analysis of quality management within Marriott International, a leading multinational hospitality company. The report begins with an overview of quality definitions in business and service provision, illustrating inspection and assurance processes, and exploring v...Read More

Quality Management
in Business

SUMMARY
The present report is based on a Marriott International hospitality industry. It is an
American based multinational diversified hospitality company, founded by J. Willard Marriott in
the year 1927 (Our Story. 2019). Chairman of the company is Bill Marriott, along with president
and chief executive officer Arne Sorenson. Marriott International is one of the leading hotel
industry chain across the world, headquarter in Bethesda, Washington D.C. Company has around
6500 properties in almost 127 countries and territories. There were approximately 566 hotels and
resorts operating around all over the world. Marriott chain began in 1950 with two motels. In the
year 1957, company opened its first hotel named as Twin Bridges Marriott Motor Hotel, in
Virginia. In the year 1990 The Twin Bridges property was demolished. Company opened two
theme parks in the year 1976, one in Chicago and other one in San Francisco. In 1993, Marriott
International was formed when two companies of Marriott Corporation was split. In April 1995,
company acquired 49% interest in Ritz-Carlton Hotel Company. In 2017, Company was ranked
on 33 on Fortune's list “100 Best Companies to Work For”.

Table of Contents
SUMMARY.....................................................................................................................................2
INTRODUCTION...........................................................................................................................5
TASK 1 : Understand the different approaches to quality management appropriate to business
and services operations....................................................................................................................5
1.1 discuss definitions of quality in terms of business and service provision........................5
1.2 illustrate the process of inspection and assurance............................................................5
1.3 Discuss a range of approaches to quality management....................................................6
1.4 Explain the similarities and differences between the different methods..........................6
TASK 2 : Understand the benefits of quality management in services or business context...........7
2.1 Discuss what is meant by customer satisfaction...............................................................7
2.2 Meaning of Continuous Improvement..............................................................................8
2.3 Types of added values to be gained by using continuous improvement..........................9
2.4 Types of information made available to customers and importance of effective marketing 9
TASK 3 : Understand a range of quality controls and how services to customer can be improved
........................................................................................................................................................10
3.1 Explain how quality management can be measured in an organization with examples. 10
3.2 Evaluate the benefit of user and non-user surveys in determining customer needs.......10
3.3 List the methods of consultation employed in one quality scheme to encourage
participation by under-represented groups...........................................................................11
3.4 Identify the value of complaints procedures and analyse how they may be used to improve
quality...................................................................................................................................11
TASK 4 : To improve the performance of an organisation apply the principles of quality
management. .................................................................................................................................12
4.1 Role of self-assessment in order to determine organisation’s current health status.......12
4.2 Importance of communication and record keeping .......................................................13
4.3 Guidelines for staff consultation which is necessary for effectively implementation of a
quality scheme .....................................................................................................................14
4.4 Introduce new systems or modifications in existing systems which could improve service
quality ..................................................................................................................................14
CONCLUSION..............................................................................................................................15

INTRODUCTION
Quality Management is a process of improving the quality of its product and services to
enhance a level of competition at market place. Along with this, the main motive of quality
management is to provide good quality of product and services in order to achieve organisational
goals and objectives which increases the level of customer satisfaction (Fu, 2015). In this
present report chosen company is Marriott international hotel which is American based
multinational diversified hospitality company. This is founded by J. Willard Marriott in the year
1927 as well as it is one of the leading hotel industry chain across the whole world, whose
headquarter in Bethesda, Washington D.C. Along with this, in present report it covered various
topics such as various approaches of quality management regarding operational activities and
services. With addition to this, customer satisfaction and continuous improvement should be
taken along with added some values on continuous improvement (Calabrese and Corbò, 2015).
In orders to this, quality management and services attract customers towards their organisation
for long term achievement of goal and objectives. At the end, in this report, principle of quality
management improve the performance of their organisation which should be considered on it.
TASK 1 : Understand the different approaches to quality management
appropriate to business and services operations.
1.1 discuss definitions of quality in terms of business and service provision.
Quality in terms of business and service provision can be defined as the quality and
capability of the goods and services to meet the demands of all the customers. This is the process
of the product offered by various organisations to their customers, the users are satisfied when
the quality of the product is best they not take care about the prices but they want the best
quality. The product offered by the firm is said to be the relevant and quality product when it
meet the needs and demands of the customers in an significant manner. The quality in context
with business can be said as to ensure the positive brand image and to gain the loyalty of
customer. If the firm provide the high quality product then the customer will also become
confident about the company and the loyalty of customers and good of the firm will be enhanced.
1.2 illustrate the process of inspection and assurance
Marriott Hotel provides their customers with products and services of high quality, which
can help the firm to enhance their productivity and profitability. Also, the organisation will gain

the high reputation fro the corresponding high quality of products and services. There are two
major processes in quality management which are named as quality assurance and quality
control.
Quality Control : In this, the firm review all the elements which are associated with the
production process of the Marriott Hotel. This process allows the quality should be maintained in
the production process, skill and knowledge of the employees associated with it and the other
soft elements related with the production process such as motivation, team dynamics.
Quality Assurance : This is the process which defined that the defect and problems which
are occurring in the production process of the quality product should be avoided by the firm.
Therefore by avoiding these the firm should provide the high quality product to their customers.
The difference between both of these is that the quality control put more focus on the end result
of the production process.
Therefore by the implementation of both quality control and assurance, the Marriott
Hotel will results in the enhancement of the profitability and increases the customer satisfaction
and brand image and loyalty.
1.3 Discuss a range of approaches to quality management
There are different approach which are to be used to improve the quality management in
an organisation, which are mentioned below -1. Edward Deming’s approach : This approach defines the successful implementation of
total quality management with the set of guidelines (W. Edwards Deming: Theory &
Concept. 2019). Some of these guidelines are to stop the dependency in the inspection
process of attaining the quality, do away with the gaps and provide the continuous
training and development activities for all the staff members.
2. Philip Crosby’s approach : In this approach, the quality is to be defined by the four set of
principles, which are outlined as below -
◦ Quality can be defined as the process of fulfilling the requirement of customers
(PHILIP CROSBY. 2018).
◦ Quality in the Marriott hotel should be standardised by the result with no defect.
◦ Quality is measured by the point of gaps in the ending of requirements.

1.4 Explain the similarities and differences between the different methods.
The similarities and difference between the methods of quality improvement are as
follows -
Methods Similarities Difference
Product Improvement Product improvement target
the product and focus to
enhance the productivity of the
organisation.
Product development is the
process of making the
meaningful product that result
in making the new customer or
enhanced the benefits realized
by the old customers.
Process Improvement Process improvement targets
to improve the cost and focus
to enhance the productivity by
which the profitability also
increases.
This is the process of proactive
task of analysing , identifying
and improving the existing
business operations within the
firm for the optimization of
new standards of quality.
People based Improvement People based improvement
targets the customers and help
the firm to enhance their
customer base.
This is also known as
continuous improvement,
which is the ongoing
improvement of services,
products by the additive and
advance improvements.
TASK 2 : Understand the benefits of quality management in services or
business context
2.1 Discuss what is meant by customer satisfaction
It is a marketing concept in which company provides goods and services to fulfil the need
and requirements of their customers at market place. Along with this, company gives positive
response on customer demand and provide them best quality of good and services which helps
in satisfying their expectations accordingly (Chang, 2016). With addition to this, if customers are

satisfied they company will get positive confirmation from customers regarding their product
and services. In In context of customer satisfaction, companies main motive is to understand
customers taste, need and demand in order to fulfilling it for earning more profit.
2.2 Meaning of Continuous Improvement
When a company provides service to customers then its main motive is to satisfying their
need and requirement. With reference to this, customer satisfaction helps company to create its
positive brand image in front of consumers and market. This is because customer satisfaction can
be retain their potential customers for longer period of time which also help a company to fulfil
their goal and objectives effectively (Easterby-Smith Thorpe and Jackson, 2015). Along with
this, continuous improvement can be done if a company improve its quality in services by
analysing whole internal and external environment. So, continuous improvement can be done for
becoming a better organisation in the market. Along with this, it helps company to formulate
some plans and strategies for improving their business activities effectively. For example, In
context to chosen company i.e. Marriott International Hotel, if they provides best quality of
service to their customers then it will helps in creating a positive image of their hotel at market
Illustration 1: Continuous Improvement

place. With addition to this, Marriott hotel also improves its quality in services for enhancing its
reputation and goodwill in market. This is because, their objective is to capture large number of
market share and build competition in the market (Fu and et. al., 2015).
2.3 Types of added values to be gained by using continuous improvement
Continuous improvement helps an organisation to identify area of improvement which
helps them to solve it effectively (How Continuous Improvement Can Benefit Your Business.
2019). On the other hand, organisation plan some activities which improves its process and also
helps them to implement a plan for continuous improvement. At last review of performance says
about the overall improvement of an organisation. For example, In Marriott International Hotel,
continuous improvement helps them to identifying an area where improvement is necessary. This
is because, it play very important role in important in training and development department
because it enhance employees skills which makes them to deal with tough situation in
organisation for achieving its goal and objectives. The additional value of continuous
improvement are increase benefits for organisation as well as with same cost of process, also it
helps in reducing the cost of process. There are some other benefits of continuous improvement
in Marriott International Hotel are increase customer loyalty, repeat purchase and so on. All
these benefits help hotel industry to enhance profit in order to accomplish organisational goal
and objectives.
2.4 Types of information made available to customers and importance of effective marketing
There are various example thorough which information can be provide to customers such
as local retailers details, their operating times, comparative price list, promotional activities and
offers regarding their product and services. All theses information creates interest in customers
mind for purchasing those product or using services for increasing their sales which help
Marriott International Hotel to earn profit (Jaca, C. and Psomas, E., 2015). Along with this,
various type of information made available to customers related with the activities of quality
management and other procedure of hotel industry. In order to this, information helps its to deal
with various problems, to manage its operational activities and to check their past performance
along with its profit. All these information help this hotel to maintaining a trust among customers
and increase an overall growth of their business. In context to this, effective marketing strategy
increase reputation or goodwill of their organisation at market place. According to this hotel,

strategy help them to keep changes in their operational activities for maintaining a high level of
competition in the market.
TASK 3 : Understand a range of quality controls and how services to
customer can be improved
3.1 Explain how quality management can be measured in an organization with examples.
Quality management also known as Total Quality Management, ensures that products and
services of a company remains consistent. It is a process where all functions and activities have
to be analysed which is required to maintain desired level of excellence. In an organisation
Quality Management system consists of various separate processes which includes quality
assurance, quality control and quality inspection process (Kafetzopoulos, Gotzamani and Gkana,
2015). It is a process where company mainly focuses on long term goals and achieve them by
implementing short-term strategies. Main aim of this process is to increase the customers
satisfaction. To analyse the success of this process customer satisfaction surveys is one of the
major way. With the help of quality management company can also increase the sale and
profitability. These activities can be measured by various steps which includes evaluating own
process of providing service, comparison with past performance, competitors in same industry,
requirements of customers and many more. For example, in context to Marriott hotel if company
wants to measure all its activities in order to maintain its brand position at marketplace. By using
various approaches such as TQM, six-sigma and statistical quality control, company can measure
its current position and make strategies for future requirements.
3.2 Evaluate the benefit of user and non-user surveys in determining customer needs
For a successful business organization, customer needs are the basic thing. Company who
know their customers needs and requirements, achieve high growth rate as compared to their
competitors. To identify the requirements of customers and potential buyers at marketplace, there
are various market research methods (Molina-Azorín and et. al., 2015). There are various types
of surveys and questionnaires, where each type of survey contains a list of questions. To analyse
the current market situation and demand of a particular product at marketplace, feedbacks are
collected by the people. User survey refers to the current customers who consumes a particular
product. On the other hand non-user survey includes those customers who are not consuming
their services due to unaffordable prices or dislike the products. By using user and non-user

survey company can identify customers needs and expectations and innovate their products and
services according to their requirements. While determining the needs of customers there are
various benefits for the company. For example, if Marriott hotel wants to analyse the customers
needs, company should adopt user and non-user survey. With the help of user survey company
can improve its current products and on the other hand, by using non-user survey company can
develop such products which can easily be affordable by every one in order to capture large
market share. These methods can be use by Marriott to properly evaluate actual requirement and
demand of marketplace and customers. This will further help them to offer best quality services
to their consumers in best effective way.
3.3 List the methods of consultation employed in one quality scheme to encourage participation
by under-represented groups.
The management team of the company have a quality system consultant who help the
staff members of organisation. This will help the company while taking decisions along with
major issues related with the workers. It will help the employees to feel more confident and
involved in decision making process of the company. There are different methods of consulting
such as conducting surveys within the company. As a result, managers get the opinions about
key business decisions (Nicholas and Steyn, 2017). On the other hand, one-on-one interview
method with the employees aid the management team to have in-depth knowledge about the
issues and situations of business. For example, Marriott hotel use the opinion poll method which
is helpful in collecting information or opinions regarding decision making process.
Questionnaires (distributed internally/externally), complaints procedures, suggestion schemes,
open meetings and direct approaching group leader schemes, will be helpful for the company as
employees come up with creative and innovative ideas. This can further help in increasing
quality of hotel as by recruiting best effective and potentially capable employees hotel can able
to satisfy their customers in a best effective manner.
3.4 Identify the value of complaints procedures and analyse how they may be used to improve
quality
The complaint procedure is a process established in every organisation to ensure that
employees have right to report against any unethical or unfair event. This process is usually
mentioned in the documents given to the employees at the time of joining organisation.
Employees are the valuable assets for a company. In context to Marriott hotel, company is

having well sought complaint and feedback process. With the help of such process management
team ensure accurate communication within the management and employees of the hotel
industry (Noe and et. al., 2017). The complaint procedure is communicated to the workers at the
time of induction, so that employees can register any complains related to organisation.
Resolving the particular issue can motivate employees to feel more confident and involved in
decision making process. This will help in maintaining quality at their workspace which can
increase product quality.
TASK 4 : To improve the performance of an organisation apply the principles
of quality management.
4.1 Role of self-assessment in order to determine organisation’s current health status
Due to the effect of global economic crisis Marriott hotel, UK is losing its profits. Self-
assessment concept allows the management team of the company to assess its current status at
the marketplace. This concept help the managers in different functional division of an
organisation in order to determine the situation. Major four types of self-assessment method is
used by a company (Ross, 2017). These methods includes subjective, comparison, judgemental
and benchmarking process.
Subjective Comparison Judgemental Benchmarking
Under this method
managers can find
detail information
about a particular issue
or topic.
In this method of self
assessment, a detailed
comparison between
two organisation is
provided by the
managers.
Third method is
judgemental method
which mainly focus on
the judgement given
by leaders or managers
of a company as well
as from other
companies.
In this method,
company create a
benchmark for other
companies of same
industry.
As a result of this self-assessment process managers of the company allow to modify in
more accurate, creative and effective manner. It has been analysed that current state of the
company is in good health. As hotel is looking forward to open their new units in other locations.
Along with this company would continue to maintain it if they keep up the quality.

4.2 Importance of communication and record keeping
Communication is a process of conveying or transferring ideas, information and
knowledge from one person to another person. The role of communication plays a very
important role in hotel industry (Sadgrove, 2016). This is because effective communication
between employees and customers of hotel builds long term and positive relationship. In context
of Marriott international hotel, effective communication between employees and customers
creates positive working environment. As it helps employees to become more confident and
motivated person for dealing with the situations. Along with this, communication helps
employees to communicate with the customer for solving their problems effectively and
efficiently. With addition to this, communication process aid hotel to increase its demand,
goodwill and reputation at market place. Whereas recording keeping is a process of recording all
the documentation regarding Marriott International Hotel events such as its transactions,
inventory management, customer check ins and customers check outs (Siva and et. al., 2016).
This is because, it allows hotel industry to use these informations for future perspective and also
it helps them to identifying market opportunities regarding new services, gross income and need
of customers. So both communication and record keeping plays important role in hotel industry
as it improves their performance which enhance the goodwill and reputation of Marriott hotel in
the market area.

4.3 Guidelines for staff consultation which is necessary for effectively implementation of a
quality scheme
In today's world most of the companies involve their staff members in the decision
making process and other business function. With this, employees feel more secure, confident,
motivated and give their best in various organisational functions. As a result company can
improve and maintain the quality in their services. There are various methods of employee
consultation which includes questionnaires, surveys, group discussions and interviews. For the
process of staff consultation Marriott hotel have established some guidelines. Various key factors
are included in the consultation plan such as consultation purpose, consultation timeline,
methods to analyse the collected data and information along with this tools and methods used by
the management team while decision making process. As a result effective consultation plan
allows the quality to be controlled in the company.
4.4 Introduce new systems or modifications in existing systems which could improve service
quality
In context of Marriott International Hotel, there are various areas where improvements is
needed such as its communication procedure and guidelines. This is because communication
between employees and customers of Marriott hotel should be enhance the level of customers
satisfaction (Waddock and Bodwell, 2017). Whereas quality management helps hotel to opt
some changes for redesigning and modifying their services and products for attracting new
Illustration 2: Staff Consultation

customers and retaining old customers. Along with this, cost cutting technique encourage hotels
to fight with global economic crises which helps them to create competition at market place and
also expand their business at global level.
CONCLUSION
As per the above mention report, it has been concluded that, to ensure good quality
services impressive quality management method are needed in an organisation. In order to avoid
any defect in the final services or products, quality management system include various
processes such as quality control, quality assurance. On the other hand, customer satisfaction is
most important component which help in defining the overall growth or success of quality
management processes. If customers are highly satisfied it will allow the company to maintain
growth and success at the competitive market place. As a result company get higher profitability
and expand its operations at international market. Along with this other processes in an
organisation helps the employees by consulting them and resolving their issues related to the
company. Effective communication and continuous improvement is needed for overall success of
the company along with maintaining quality of products and services.

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