Quality Management in Business: Hilton Hotel and Resorts Analysis

This report provides a comprehensive analysis of quality management principles within the context of Hilton Hotel and Resorts. It begins by defining quality in business and service provision, illustrating inspection and assurance processes, and exploring various approaches to quality management, including quality planning, quality assurance, quality control, and total quality management. The report then examines consumer satisfaction, emphasizing the importance of continuous improvement and identifying added values. It also addresses the types of information available to consumers that enhance marketing effectiveness. Furthermore, the report delves into the measurement of quality management, evaluating the benefits of surveys and outlining methods for encouraging participation from under-represented groups. The value of complaint procedures is also analyzed. Finally, the report considers the role of self-assessment, the importance of communication, and the stages of staff consultation required for effective implementation of a quality scheme, proposing new systems for service quality improvements. The conclusion summarizes key findings and recommendations for enhancing quality management practices within Hilton Hotel.

Quality Management in
Business

Hilton Hotel
Hilton Hotel and Resorts is one of the leading hotel companies in the world. The hotel was
founded in 1919 by Conard Hilton. This hospitality industry targets both leisure travellers and
business persons. In 1927, the hotel opened their first air-conditioned hotel (HILTON PUCKRUP
HALL, TEWKESBURY, 2019). In 1948, the hotel developed multi-hotel reservation system. The
continuous innovation and improvement allow company to enhance their services. Currently
Hilton Hotels and Resorts is a global leader in hospitality industry such as in; Japan, UK, India,
US, Brazil, Russia, France, China, Italy. The hotel has covered 3,000 outlets and operates more
over than 80 countries with over 1,00,000 employees.

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1.1 Discuss definitions of quality in terms of business and service provision.........................1
P1.2 Illustrate the process of inspection and assurance..............................................................1
P1.3 A range of approaches to quality management...................................................................2
P1.4 The similarities and differences between the different methods........................................3
LO 2.................................................................................................................................................3
P2.1. Consumer satisfaction........................................................................................................3
P2.2 Continuous improvements..................................................................................................4
P2.3. Identify types of added values to be gained.......................................................................4
P2.4 Types of information available to consumers that help in improve marketing
effectiveness................................................................................................................................5
LO 3.................................................................................................................................................5
P3.1 The measurement of quality management..........................................................................5
P3.2 Evaluate the benefit of user and non-user surveys in determining customer needs...........6
P3.3 List the methods of consultation employed in one quality scheme to encourage
participation by under-represented groups..................................................................................6
P3.4 Identify the value of complaints procedures and analyse their use to improve quality......7
LO 4.................................................................................................................................................7
P4.1 The role of self-assessment in order to determine an organisation's current status of
health...........................................................................................................................................7
P4.2 The importance of communication and record keeping.....................................................8
P4.3 Follow guidelines on the stages of staff consultation necessary for effective
implementation of a quality scheme...........................................................................................8

P4.4 Propose new systems or modifications to existing systems that improve service quality..8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Quality management has become an essential and integral part of every organisation.
Satisfaction of consumers of hospitality industry is depends on the quality services provides by
the organisation. Quality management is an act of overseeing all the tasks and activities that are
required to maintain a desired level of excellence (Elshaer and Augustyn, 2016). The present
study aims to identify management system of Hilton Hotel and Resort in the context of quality
management. For that purpose, the report will evaluate various approaches to quality
management to business and service operations and will understand the advantages and benefits
of quality management for Hilton Hotel. The study will cover a range of quality controls and
identify that how industry can improve their service to customers. Lastly, the report will apply
the principles of QM on the basis of self-assessment to improve the performance of the
organisation.
LO 1
P1.1 Discuss definitions of quality in terms of business and service provision
The business and services company make profitability through selling products and
services and to maintain their profitability and also get competitive advantage in market. In
present most of business focuses on maintaining quality of their products and services because
they believe that best quality helps to improve the sales as well as provide marketing growth. For
example, Hilton hotel not just provides services like complimentary arrival, departure transfer,
pool bar and swimming pool with sun-loungers but it also provides services like free WiFi, no
booking fee and instant information, etc. (Taylor,2018).
The definitions of quality in terms of business and service provision is referred to the perception
that where the products and services meet the expectation of the customers.
Quality is an ongoing process of sustaining and building relationship by focusing on continues
improvement through assessing, anticipating and fulfilling and implied needs.
Quality is an important for business because quality is all about meeting the expectation and
needs of the customers. The key aspects of the quality are good design, reliable, good
functionality, consistency, good after sales services, value for money and durability for the
customers.
1

P1.2 Illustrate the process of inspection and assurance
Different process is used for the inspection and assurance: -
Quality planning: -
It is a process of identifying the quality standards which are important to the project and
also determine that how to meet this factor. It helps to identifying the standards, useful resources,
policies, product descriptions etc. For example, Hilton hotel does quality planning for identifying
their present quality level and also the gap between present quality standards and present
situation by using cost benefit analysis, benchmarking, design experimental method and
flowcharts (González-Betancor, Bolívar-Cruz and Verano-Tacoronte, 2017).
Quality assurance: -
It is a systematic process of determining that product and services that are able to meet
the expectation of the customers or not. It is established and maintained the set requirements for
manufacturing and developing the qualitative products. Quality assurance helps to increase the
confidence of the customers as well as company's credibility. For example, Hilton hotel
implement quality assurance system process that helps to improving efficiency in work process
and makes company enables to better compete with others.
Quality control: -
It is a process intended that ensure the quality of the product and performed service
follow to defined the set of criteria and meet the client's requirements. With the help of quality
control process, the quality of the product and service will be maintaining and improved with
zero error. For example, Hilton hotel implements quality control process for improving their
existing services and making and set new criteria for meeting the requirement of the customers.
Total quality management: -
TQM is a continual process of inspection and assurance that detecting, eliminating and
reducing the errors in manufacturing and streamlining the supply chain management as well as
improving the experience of the customers. It also ensures that employees are speed up-to
training (Ross, 2017). For example, Hilton hotel implements total quality management for
maintaining qualitative standards in their overall process such as planning, field testing, training
and auditing etc.
2

P1.3 A range of approaches to quality management
Quality is defined as to meet customers expectation. There are various approaches to
quality management such as engaging worker in decision making that helps to motivates
employees and satisfied with the organisation that impact positively on the production of goods
and services and enhance the quality of the products and services. One more approach is
partnership, in this approach the steps are taken within the organisation specially for improve the
quality and support from top leadership for their cooperation. Some theories is also given for the
direction and guidance to the company that helps to producing and managing high quality
products and services that the desire of the customers.
P1.4 The similarities and differences between the different methods
Similarities in the different methods:
All the quality method are depended on quality standards which is related to products and
services. For example, quality planning and quality control that identifying the quality standards
and ensure the quality of the product and performed service follow to defined the set of criteria
and meet the client's requirements. Whereas, quality control and quality assurance determining
that product and services that are able to meet the expectation of the customers or not. In quality
control and total quality management shows that quality is continues change according to
customer's expectation. These are the similarities in different methods of quality (Improve
service quality at business,2018).
Differences in the different methods:
There are some difference is also exist in different quality method such as quality
planning is helped to identifying the standards, useful resources, policies, product descriptions
etc. Whereas, quality assurance helps to increase the confidence of the customers as well as
company's credibility. Furthermore, main focus of quality control is continuously improvement
while total quality management implements quality programmes.
LO 2
P2.1. Consumer satisfaction
Customer satisfaction
Consumer satisfaction can be refers to the term that is used to describe a scenario when
an exchange meet the expectations and needs of potential consumers. The satisfaction depends
3

on the provision of products and services that are able to fulfil expectation of consumer in terms
of quality and services (Elshaer and Augustyn, 2016). In general quality is defined by the term of
what the customer need and expect from an industry.
In Hilton Hotel, consumers expect quality services, they paid for. The need of Hilton's
consumers is depending on the purpose of visiting in the resort. For example; business person
required a spacious hall for conference meeting with all the necessary equipment’s. To achieve
high level of satisfaction, Hilton hotel are required to create a value consumer. The goal or
objective of the industry is to meet and exceed consumers’ needs and expectation so that they are
able to provide satisfaction to the guests. Creating profile of the guests allow the hotel to
understand the potential consumers and their need and expectation from the hotel. Quality
management help the company to provide value for money services that ensure the consumer
satisfaction. In case of poor customer satisfaction hotel can lose its corporate reputation, which
can hinder its profits and guest loyalty.
P2.2 Continuous improvements
Continuous Improvement
Continuous improvement refers to an ongoing procedure or effort to improvise the
process, products or services by enhancing quality and reducing the waste (Griffin, 2016). By the
continuous improvement, Hilton Hotel able to achieve enhanced quality of services, consumer
focus, added value, etc. Quality management and its demand for continuous improvement plays
an important role in ensuring that Hilton Hotel can better identify an address core consumer
need.
To have continuous improvement Hilton Hotel are required to put efforts on regular
basis. To identify the gap between quality service status they can measure their continuous
improvement by statistical method. The improvement is an integral part of working system that
are capable to provide reviews and feedbacks on the consumer satisfaction and the procedure of
working. Lack of continuous improvement in hotel services can hinder innovation in hotel
services with regard to changing guest needs and preferences.
P2.3. Identify types of added values to be gained
There are several numbers of added values that Hilton Hotel are required to consider that
help in better success. Aim of quality added value is to add comfort and have easy to use of
different services characteristics that enable company to provide better satisfaction to their guests
4

and make them feel valuable. They try to add new features in their existing services, for
example; they provide added value to the commodity at every step and sometimes they offer
some services free with the booking (Molina-Azorín and et. al., 2015). They also provide
customised services to their consumers according to their need and expectation that enable them
to achieve consumer satisfaction.
Value added services differentiate the industry from competitors and enable them to build
relationship with their potential guests. They also involve some contribution of their profit to the
society that is known as cause-related added values. The service provision of the company
encourages the staff to be consumer focused and they personalty resolve any issues faced by the
guests that help in creating consumer satisfaction.
P2.4 Types of information available to consumers that help in improve marketing effectiveness
Buying behaviour of consumers is based on the usefulness of services and products offer
by the industry and they expect to understand and gain information about the services and
products as much as they can. Hilton Hotel should provide more information of their services to
the consumers regarding price list of various rooms and accommodation, various services they
provide in their resort, menu of the resort (Olya, Altinay and De Vita, 2018). Other than that
consumer also take interest in knowing about the vision and mission of the company. They
should provide true image of the industry that consumers do not feel that they are cheated by the
company.
Proper information provided by the industry help them to attract more consumers and
effectively contribute to the marketing strategy of Hilton Hotel. The information from online
feedback and reviews from the consumers on application of firm helps the hotel in gaining valid
and reliable information to manage changes in innovation in services. It helps company to
provide better satisfaction to the guests by expressing care and respect to the users. The
information can provide on their website or other hospitality pages, magazines, social media,
Brochures, etc. Providing proper information raise the interest of consumers to try the services of
the hotel and it also helps in raising faith and trust of consumers (Pereira-Moliner and et. al.,
2016). Apart from this, information from online booking websites like Trip advisor also help in
managing information which aid in improving marketing.
5

LO 3
P3.1 The measurement of quality management
Quality management: -
It is an act of seeing all the tasks and activities that are needed to maintain the desire at
excellence level. Its main purpose is consistently meeting the requirements of the customers and
enhancing their satisfaction level. Quality measurement can be measure by various ways that
helps to measure the best quality of the product and services. For example, company can count
their worn goods, rechecking of the goods, by focusing customer compliances etc. are helps to
measure the quality management. One more way is judging the quality management with
benchmarking and also comparing their quality management with those who is best in the quality
management. For example, Hilton hotel judges their quality by assessing customer's
requirements and feedback means the hotel meets customers requirement or not.
P3.2 Evaluate the benefit of user and non-user surveys in determining customer needs
It is important for every company that to understand customer's need and expectation.
Various methods and procedure are their to identify customer's needs but survey is best method
among all of them. There are two kind of survey that organisation can use to identify customer
needs such as user and non-user. User means the existing customers of the organisation.
Company needs to introduce new products and services to their existing customers in order to
satisfied their needs and expectation. Non-user means those who are not the organisation
customers now but potentially they will be the customers of the organisation.
Benefits of user survey:
1. This survey helps to identify the actual strength and weakness of the organisation.
2. Find-out the actual satisfaction level of the customers about the products and services of
the organisation (Olya, Altinay and De Vita, 2018).
3. It also helps to organisation in avoid unattractive products and services and focus on
favourite products.
Benefits of non-user survey:
1. It helps to identify current market trends as well as forecast potential market.
2. The company identify the reason of not using their products and services.
3. It also helps to identify where their competitors are better than the organisation.
6

The Hilton hotel uses user survey that helps to identify that which current services are good and
which are not and they can identify exact expectation of the customers to the hotel.
P3.3 List the methods of consultation employed in one quality scheme to encourage participation
by under-represented groups.
List of methods that can be use to encourage participation
 Group interviews: Organisation can conduct group discussion with the under-
represented group that helps to analysis the situation.
 Form surveys: This survey designs for getting quick reply and also helps to identify the
nature of under-represented group. These group can be encourage by participating in the
survey. The organisation can identify their problems by analysing the form.
 Telephone surveys: In this method the expectation, it is used to measure the problems
and requirement of under-represented group through telephone.
 Mail surveys: It is also an effective tool to get response from under-represented group
through mail with the short answers.
Hilton hotel uses form survey, telephone survey and mail survey for encouraging participation of
under-represented group.
P3.4 Identify the value of complaints procedures and analyse their use to improve quality.
Complaints are always consider as negative reaction of the customers toward the product
and services of the company but those company who applies quality management system in their
operation and are concerned about the quality of the product and services. Those company can
treat complaints as the opportunities to identifying their faults in product and services and work
to improve the faults. The customers also identify the weakness of the product and service after
the use of product and services that helps to find-out the weakness point to the organisation and
work on it(Ross, 2017).
For example, Hilton hotel have customer service department to handle the complaints of
customers and satisfied their complains and collect the data from their their complains and use
their data at the time of future planning and decision making. Complaints also helps to identify
the skills employees because customers are also complained against the staff that helps to
remove unskilled staff from their organisation that also helps to make an effective team of
employees.
7