Service Marketing: EFQM Model for Brand Development at Squire Hotel

This report analyzes the Squire Hotel group's brand development through the implementation of the EFQM (European Foundation for Quality Management) excellence model. It highlights the characteristics of an excellent service organization, emphasizing reliability, competence, credibility, and consistency. The report details how the EFQM model provides a framework for improving organizational performance at Squire Hotel, focusing on adding customer value, creating a sustainable future, fostering innovation, and providing leadership. It also touches upon how the EFQM framework has worked with other organizations and its capability of scaling up organizational performance, while acknowledging its limitations. The report concludes with recommendations for further improvement and provides references to support its findings. The assignment showcases the practical application of the EFQM model in enhancing brand development and overall service quality.

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Brand Development
By (Name)
Name of the Course
Title of the Instructor
Institutional Affiliation
City and Date
The final date of Submission

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Table of Contents
Executive Summary..........................................................................................................................3
Introduction.....................................................................................................................................4
Major characteristics associated with an excellent service organization...................................5
Provision of a frame work for improving organizational performance at the squire hotel group
.....................................................................................................................................................7
How the frame work has worked with other organizations.........................................................9
How EFQM model is capable of scaling up the performance of an organization....................10
Limitation of the Framework.....................................................................................................11
Recommendations......................................................................................................................11
References..................................................................................................................................14

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Executive Summary
Squire Hotel group has gained popularity over the past period as a result of the quality
services that they have been able to present to the customers. Moreover, the Hotel has been on
the forefront to adequately implement the use of EFQM excellent model for various purposes in
most of the operations of the entire organization. It is a model that aims towards addressing quite
some managerial issues, measuring even improving performance as the whole of the whole
organization. This is a model that has adequately helped the top management officials to carry
out quite some issues without encountering various barrier related conditions in most of their
operations. One Interesting thing about it is that nearly all the customers can understand what it
entails together with what is capable of doing in the entire organization. Moreover, this model is
not an academic model, but instead, it is some applied business model that aims towards meeting
quite some business goals within a given organization (Aswani et al. 2018). Its development can
be adequately traced to the experience that has been gained from a good number of successful
organizations. Various parameters involving the model require appropriate and reliable handling
in order to increase higher chances of understanding what is taking place in most of the
operations a given type of organization. On the other hand, EFQM model is a two way model
that does not only involve one party but instead, it involves various personalities who are
required to come together in order to attain a specific set of objectives (Henseler, Ringle and
Sinkovics 2016).

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Introduction
This model plays a crucial role within the boundaries of the entire organization and is
known to have the capability of meeting quite some future goals within the stipulated time frame.
Moreover, the European Foundation for quality management strongly relies on total quality that
makes it so much more comprehensive thereby coming up with quite some performance
measures within the organization that appears to be more than a good number of financial
metrics. Additionally, within the Squire Hotel group, It is capable of coming up with quite some
positive outcomes within the operational boundaries of the organization. As far as the historical
background for the model is concerned, it consists of quite some national and regional awards
that are known to be attached to it. These federal and local awards majorly include; The Deming
price, European quality awards together with the Malcolm Baldrige National Quality award.
Additionally, this model acts as one of the significant frameworks to which several other
activities together with initiatives can be entirely related where it appears to be a non-prescriptive
approach in terms of managing all the events that are known to be taking place within the whole
organization. Moreover, it is a model that has the capability of adequately testing how a given
organization is capable of applying quite some great principles together with various forms of
fundamental models that are designed to bring about positive changes both in the current and
even in the future operations of a particular organization. Quite some parameters are involved
during the implementation of this model, and to come up with the desired results, these
parameters must be appropriately followed without any assumptions made (Henseler, Ringle and
Sinkovics 2016). It is the duty of every organization to ensure that they have the capability of
performing adequately in order to meet the needs of various customers, In order to bring on
board this kind of performance, there is the need to sufficiently implement quite a number of

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reliable strategies that are set to bring out some of the best outcomes within the shortest time
possible. These strategies must be ready to work hand in hand with all the employees together
with the top management officials of the organization to come up with the best results so far.
Moreover, investing in quality as a core of any given business plays one of the most fundamental
roles within an organization (Erevelles, Fukawa and Swayne 2016). Over the past, a good
number of organizations have been on the forefront to scale up most of their operations through
adequate performance. One of the major reasons associated with this, kind of decision is to be
able to meet the needs of all the customers through the provision of quality products and
services. The EFQM model is therefore one of the most significant models that aims towards
building a strong solid reputation for a given organization. It has got the capability of adequately
directing the entire management of a given organization towards the right path that will ensure
that a number of objectives are obtained within the stipulated time frame (Henseler, Ringle and
Sinkovics 2016). Moreover, it has got the capability of adequately determining the way a give
organization is likely to operate within the market platform in the coming future. When
compared to several other models, this model appears to be much more transparent in terms of
how it handles quite a number of issues. Most of the organizations that have been able to
implement it have been able to attest tom some of the benefits that they have been able to obtain
as a result of its implementation.
Major characteristics associated with an excellent service organization
An excellent service organization is known to have the capability of performing quite a
number of positive tasks within the surrounding environment. According to research, most of the
excellent service organizations have been able to work closely with a wide range of customers
irrespective of their areas of jurisdiction where some have gone as far as focusing much on

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quality service provision techniques just to keep the customers intact and even maintain the
reputation of the entire organization. Moreover, it has got the potential of meeting all the needs
of the potential customers irrespective of the places where they live. An excellent service
organization should be able to implement various conditions that are related to reliability.
Various customers normally expect all the available service providers to be much more
dependable and accurate during most of their interaction sessions. This form of reliability will
enable all the customers to meet their needs within a given time frame without any delays being
experienced. Moreover, an excellent service organization has the capability of implementing
competence in most of its operations (Henseler, Ringle and Sinkovics 2016).This is a
characteristics that adequately measure the level of knowledge together with skill level in regards
to the products and services that are attached to a particular personality. Through this, there is the
need to make each and every employee an expert in order for the organization to receive positive
rating specifically for purposes of competency. Additionally, an excellent service organization
has the capability of being credible in most of the operations that are being carried out. It is a
characteristic that has got the potential of building the entire image of the organization thus
making it to gain popularity across many boundaries. Excellent service organization also focuses
on issues dealing with consistency (Wedel and Kannan 2016). It creates a long term relationship
with various customers known to be situated in various locations thus developing the potential of
enticing new customers to the entire organization. It normally entails dealing with pattern
behavior. Coming up with appropriate and reliable conditions that are associated with
consistency clearly shows that there is a high probability of adequately serving the customers
irrespective of their age, gender and even backgrounds. It is a parameter that forms the major
pillar of development of any service organization. An excellent service organizations is also a

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form of diverse organization with the capability of carrying out various operations in different
environments most so the ones with quite a number of opportunities that can create room for
adequate development.
Provision of a frame work for improving organizational performance at the squire
hotel group
It is beyond any reasonable doubt that the EFQM model has got the capability of
adequately providing the required frame work that can be used to scale up quite a number of
operations within the entire organization. The model can provide a frame work in quite a number
of ways that can be easily understood by various individuals. Firstly, it has got the capability of
adding value to various customers; this will enable them to gain access to a good number of
products and services that they feel is best for them (Godey et al. 2016). By gaining value to the
customers, the performance of the entire organization will always be scaled up to the next level
thus giving the hotel squire group, a perfect opportunity to present themselves within the market
platform. Moreover, the model is capable of creating a sustainable future that will be able to
meet the needs of the entire future generation without encountering various barrier related
condition, this therefore gives the organization a perfect opportunity to scale up its performance
by ensuring that various operations are carried out in an adequate manner (Lamberton and
Stephen 2016). The model can appropriately harness various forms of creativity together with
innovation thereby leading to the implementation of various modern forms of technology in quite
a number of departments within the Squire group Hotel; this will further improve its performance
in terms of achieving quite a number of future goals in real time. On the other hand, this is a
model that can provide an appropriate and reliable framework by adequately leading quite a
number of situations that entails vision, inspiration together with integrity within the entire
organization. This will therefore provide an appropriate guidance to the entire top management

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officials thus giving them an opportunity to distinguish between what should be done together
with what should be avoided in order to scale up the performance of the entire organization.
Moreover, the model can provide a perfect framework by ensuring that there is an appropriate
succession through the talent of various personalities within the Hotel. This will further ensure
that various tasks are appropriately handled with various personnel who are well versed with
what should be taking place within a given time frame (Aswani 2018). By doing this, there will
be the mitigation of various situations that are associated with errors thus making sure that the
whole performance of the organization is taken to the next level. The model too can provide a
frame work by strongly sustaining all the outstanding results in order to provide an appropriate
and reliable guidance to each and every member of the organization thus keeping them on toe
every time most so during situations that are related to adequate performance. It is now clear
beyond any reasonable doubt that the EFQM model is capable of providing the required
framework in order to come up with the desired outcome. This is framework that can only be
achieved through an adequate implementation of ethical considerations that will be able to create
appropriate boundaries on the exact things that should be done together with the ones that should
be avoided at all costs. Moreover, the frame work is capable of working only when the top
management officials of the organization have decided to work hand in hand with each and every
employee without involving any form of discrimination. By doing this, a reliable outcome is
likely to be met without any delays being encountered.

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How the frame work has worked with other organizations
Ideally, several other service organizations have been able to implement this approach. It
is an approach that has been quite successful in a number of ways as afar as issues pertaining
organizational improvements are concerned. Desert Gate Company together with Byblos hotel
are some of the two major companies who have successfully used the EFQM model to attain
quite a number of goals thereby giving them an easy time to maintain positive bonds with all
their customers.The framework has been able to address all the relevant key areas that are
associated with the success of the businesses. Due to this, most of the organizations have been
able to improve their mode of operation and have even gone as far as expanding their businesses
to new areas. Moreover, it has been able to provide an adequate framework that can be easily
used in the incorporation of all the other available improvement activities. Through this mode,
various organizations are able to find an easy time to point out some of the areas where
loopholes are likely to exist thus coming up with appropriate and reliable recommendations in
real time. Quite a number of organizations have been able to benefit a lot from this mode of
approach since they have been able to implement various situations that are related to self-
assessment that strongly relies on a good number of the recognized best practices thus making it
a successful approach in terms of deriving the entire improvement of the organization since it
enables the top management team some of the areas where the strengths of the organization lies
(Voorhees et al. 2016). Moreover, this approach has been able to provide a basis for quite a
number of benchmarking activities thus creating a solid reputation for certain organizations and
even going as far as giving them an opportunity to attain most of their goals in real time.
Additionally, one good thing about this approach is that is has the capability of equally applying
to any type of an organization thus making it much easier to carry out various types of operations
within the organizations without experiencing any barrier related condition (Aswani 2018). The

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other service organizations have been able to make a good use of this approach for quite
sometimes now, a good number of their objectives have been adequately attain through an
effective interaction of each and every employee within the organization. It is parameter that is
set to act as a major pillar as far as the development of various sectors within the organization is
concerned. Due to this, there is the need of giving it a first priority to ensure proper handling of
various issues.
How EFQM model is capable of scaling up the performance of an organization
YEAR 1 YEAR 2 YEAR 3 Category 4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
From the above data, it is clear that EFQM model has the potential of scaling up most of
the operations of a given organization thus making it to perform much better in the coming years
by meeting the needs of all the customers in real time.

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Limitation of the Framework
In as much as the frame work appears to be important in terms of scaling up quite a
number of operations within an organization, it also has got various limitations that tend to
prevent different outcomes from taking place. One of the major limitations that are attached to
the framework is that it has not yet gained much popularity across various organizations making
it to be minimally used by various individuals who are able to know what it is capable of doing.
Moreover, it appears to be complicated at some point most so to that individual s that are not
well versed with what it entails. Due to this, one of the best solutions that can best help to solve
this situation is an adequate creation of awareness among various individuals for them to
perfectly understand the exact things that should be done in order to acquire various objectives
that are attached to the whole framework. Another limitation that is associated with the
framework is that it concentrates quite a number of issues towards one department within the
organization, thus provides a hard time to some departments most so the ones who might be
concentrating on various activities taking place at the outside part of the organization.
Recommendations
It is therefore clear beyond any reasonable doubt that the implementation of the EFQM
model appears to be one of the best methods towards solving quite a number of problems that are
attached to a given organization. Due to this, the top management officials of each and every
organization should be able to come together in order to implement some of the best strategies
that will ensure that there is an efficient operation of this model. Moreover, in the process of
implementing the strategies, the leaders must be able to make good use of quite a number of
ethical considerations in order to come up with appropriate boundaries that will be able to offer
adequate guidance on what should be done in order to attain success. Also, for the entire model
to succeed within an organization there is the need to ensure that various rules and regulations