Quality Management in Business: A Case Study of Hilton Worldwide

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Quality Management in Business
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Table of Contents
Introduction................................................................................................................................3
LO: 1-Task 1..............................................................................................................................3
A. Definition of quality from point of view of business and services through
exemplification of the selected organisation..........................................................................3
B. Define quality assurance and exhibit assurance and inspection process in the selected
organisation............................................................................................................................3
C. Discussion on managing quality through using several methods and state the
differences and similarities among these methods.................................................................4
LO: 2- Task 2.............................................................................................................................5
A. Discuss the meaning of customer satisfaction in context of service and describe its
continuous development through exemplification of the selected organisation....................5
B. Describe how value and customer satisfaction is created through provision of quality
in the selected organisation....................................................................................................6
C. Outline the type of information provided to the customers and its role in enhancement
of marketing effectiveness.....................................................................................................6
LO: 3- Task 3.............................................................................................................................7
A. Describe through examples, how quality is measured in the selected organisation &
examine the benefits of using user and non-user surveys for identification of customer’s
needs.......................................................................................................................................7
B. By using particular quality scheme in the selected organisation, describe the methods
used for encouraging under represented group’s participation..............................................7
C. Outline the value of complaint process and exhibit its role in improvement of quality
in the selected service organisation........................................................................................8
LO: 4- Task 4.............................................................................................................................8
A. Evaluate the role of self-assessment for determining the present status of health in
context of service provision in the selected organisation and assess the role of record
keeping and communication..................................................................................................8

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B. Describe the stages of staff consultation and abide by the guidelines for effective
application of quality schemes...............................................................................................9
C. Recommend changes for current system or propose new system, which could be used
for improving quality of service in the selected organisation..............................................10
Conclusion................................................................................................................................10
References................................................................................................................................10

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Introduction
The process of quality management determines the success and growth of the organisation as
it is the basis of customer satisfaction. Through provision of quality in services and goods to
the customers, exceptional services can be provided to the customer resulting in their
increased satisfaction levels. Therefore, it becomes very crucial for the organisations,
especially for hospitality organisations to provide quality services to its customers and satisfy
their needs and requirements effectively. Hilton worldwide is one of the leading hospitality
service organisations and delivering quality service to its customer on global scale. The
following report has underscored various aspects of quality management in Hilton worldwide
along with different phases and factors of the quality management of Hilton (Hilton.com,
2019). Various methods sued for providing quality and customer satisfaction have been
described through exemplification of Hilton worldwide and role of surveys, information of
customers, self-assessment and various other relevant factors have been described in the
description. At last, changes and new system have been proposed for improvement of current
quality management system of the organisation.
LO: 1-Task 1
A. Definition of quality from point of view of business and services through
exemplification of the selected organisation
As opined by Zhou et al. (2014), from the point of view of business and services, quality can
be defined as a standard of a specific products or service or degree of excellence of the
products and commodity, which can be used for making comparison between two different
products of same kind. In Hilton group of hotels, quality has been one of the biggest concern
and emphasis for provision of services and satisfaction to the customers. Due to this reason,
quality management has been centre of focus for the management of Hilton worldwide. It has
been suggested by Wang et al. (2012) that Total quality management has been one of the
most popular and appropriate technique for quality management. All the functions and
operations of Hilton worldwide are operated under this technique only. This has been one of
the most reasonable factors for the certification of Hilton group by ISO 9001 & ISO 14001
for the effective quality and sustainability of the organisation.
According to Baird et al. (2011), TQM ensures that the services and goods are provided to
the customer by valuing their time and quality preferences. This helps Hilton hotels in
providing exceptional service to the customer, which in turn ensures effective provision of

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satisfaction to the customers. All the stages of production and service provision are examined
as well as passed through quality test and possible improvements or changes are made for
enhancing the quality of the services. This has been the reason that Hilton worldwide is on
the top of chain and the most preferred hospitality management organisations in its respective
industry.
B. Define quality assurance and exhibit assurance and inspection process in the
selected organisation
As reflected by Klaus and Maklan (2013), quality assurance can be defined as the process of
managing desired quality and standard of the services and goods by the means of quality
check at every stage of service and production. In Hilton worldwide, any kind of defects of
quality related issues are eliminated by the means of effective quality assurance. It has been
opined by Goetsch and Davis (2014) that rather than focusing on the end-results or final
outcomes of the organisational processes, quality assurance emphasis on the whole
procedure. In this way, effective quality managements are facilitated in Hilton groups of
hotel. Due to this factor, the customers of Hilton worldwide are served with better services
and products.
As stated by Benavides-Velasco et al. (2014), quality assurance aids to the process of quality
control, which in turn enhance the quality management system of the organisation. Quality
inspection on the other hand helps in tracking the process of quality management in Hilton
worldwide. It has been mentioned by Otnes et al. (2014) that quality inspection ensures that
the products and service quality is matching with the expectation of the customers. Hilton
worldwide meets the customer’s expectation through quality inspection of its products and
services, by measuring and texting the products and services before introducing them to the
customers. For proper quality assurance and inspection, well-trained staffs and employees are
appointed in Hilton worldwide. advanced and appropriate technological tools or equipment
are used for mitigating any kind of defects in the services and products of Hilton worldwide
and as the company operates in hospitality industry, proper manual process are also ensured
in the organisation. In this way, satisfaction of the customers is made sure by the Hilton
worldwide through proper quality assurance and inspection.
C. Discussion on managing quality through using several methods and state the
differences and similarities among these methods
Methods of managing quality

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There are various types of method used in Hilton worldwide for bringing development and
for enhancing the quality in services and products of the organisation. The main methods and
approaches used are TQM, which stands for Total quality management and the other method
is CEM, which is an abbreviated form of customer experience management. According to
Raja Sreedharan et al. (2017), Total quality management is an approach or method of quality
management, which enhances quality standards of services and product by involving all the
organisational employees effectively. This method of managing quality is appropriate and
very suitable for Hilton worldwide as the management, operations of the organisation are
customer centred, and it has been mentioned by Pappas (2015) that TQM is best for
customer-oriented organisations.
CEM is used in Hilton group of hotels for increasing the satisfaction levels of the customers
by formulating and respond to the demands, needs and requirements of the customers. This
method of quality management is also applicable on the offline as well as on the online
customers of the hospitality organisation.
Differences and similarities between the methods of quality management
Total quality management and customer experience management are both two different
methods used in Hilton worldwide. However, these methods share many differences and
some similarities among them. The differences and similarities of these two methods of
quality management are mentioned in the following table:
Comparison TQM CEM
Differences
among the
methods
 It focuses on maintaining the
quality standards in the
organisation.
 It focuses on individual business
operations and activities
 Its objective is to enhance quality
management system of the
organisation
 It is quality and business oriented
process and
 It anticipates the needs and
expectations of customer from
the organisation.
 It focuses on the customers base
of the organisation
 Its objectives are to acquire
consumers’ needs and demands
regarding quality served in the
organisation.
 It is customer-oriented process.
Similarities  Both the methods contribute in the process of quality management in the

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among the
methods
organisation.
 Both these methods help in accomplishment of the organisational goals
and objectives (Pappas, 2015)
Table.1- Differences and similarities between TQM and CEM
(Source: Learner)
LO: 2- Task 2
A. Discuss the meaning of customer satisfaction in context of service and describe its
continuous development through exemplification of the selected organisation
Customer satisfaction
As per the opinion of McColl-Kennedy et al. (2015), the term customer satisfaction is a
measure of anticipating, whether the products and service of the organisation have surpassed
the customer’s expectations or not. Hilton worldwide focuses on provision of best possible
customer satisfaction and ensures its growth in the global market. However, Talib et al.
(2012) has suggested that customer satisfaction is required to be checked for ensuring that the
quality served is satisfactory for the customers. For this purpose, Hilton worldwide uses
feedback technique in which, feedbacks and reactions of the customers are collected
regarding the quality standards of the services and products served by the organisation. This
also helps in gaining some opinions and advices regarding the demands and other
expectations of customers regarding quality (Hilton.com, 2019).
Continuous development in Hilton worldwide-
It has been reflected by Taylan Dortyol et al. (2014) that the external environment of
hospitality industry has been transforming day by day. The needs and expectation of the
customer have been changing with the passage of time and these changes are required to be
incorporated in the quality management system of the Hilton groups of hotels. For this
purposes, it has been stated by Browning et al. (2013) that continuous development is
practiced in the hospitality organisation. Through continuous development, the current and
future trends in the hospitality industry are anticipated by Hilton worldwide and essential
strategies and planning are formed for meeting and fulfilling the changing demands and
requirements of the customer. According to Williams and Naumann (2011), these changes are
also to be incorporated in the quality management system of the organisation. Therefore,

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plans regarding restructuring of structure of the organisation including quality management
system is formulated and executed in an effective way. This helps Hilton worldwide in
meeting these changes, going in its external business and market environment. Various
theories like Kaizen are practiced in the management of Hilton worldwide as it helps in
carrying out the process of continuous development and improvement (Hilton.com, 2019).
B. Describe how value and customer satisfaction is created through provision of quality
in the selected organisation
Hilton worldwide has created an exceptionally good image in the market and considered
highly reputed organisation of the hospitality industry. This has been only possible due to its
value and quality provision to the customers. As suggested by Zhou et al. (2014), value along
with quality is the best approach of quality management as it helps in surpassing the
expectation of the employees and thus, it creates a good impression on the customers. Due to
this reason, creation and provision of values along with quality is facilitated in Hilton group
of hotels and this enhances the position and image of the organisation in hospitality industry
and market on global level.
It has been mentioned by Baird et al. (2011) that adding value along with quality ensures the
loyalty of customer towards the organisation. In this way, Hilton worldwide ensures several
factors like repeat purchase and visit by the customers, profit of the organisation and
enhanced image of the organisation. As stated by Balling and Kann-Christensen (2013),
customer satisfaction from the quality of services and products of the organisation is one of
the biggest advantages for the organisation. Therefore, through value added and quality
services, Hilton worldwide can satisfy its customer effectively as well as it will gain
competitive advantage against various rivals of the organisation present in its external
environment (Hilton.com, 2019). This will help the company in retaining its top position
among the top hospitality organisation on the globe.
C. Outline the type of information provided to the customers and its role in
enhancement of marketing effectiveness
According to Benavides-Velasco et al. (2014), loyalty of the customers is very beneficial and
advantageous for the organisation for facing rivalry and ensuring future customer base and
success for the organisation. Hilton worldwide earns the loyalty of its customer through being
transparent with them. The operations and other specifications regarding the employees,
services and products of Hilton worldwide are easily accessible for the customers and

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customers are informed regarding all these information regarding the organisation. Block and
Place (2011) have stated that maintaining transparency has been one of the other crucial
factors for assuring customers regarding the high standards of the services of the
organisation.
However, the information made available for the customers regarding Hilton worldwide
exclude the confidential data regarding the organisation. The range of information made
available for the customers regarding the company include the past activities of the
organisation, the ongoing activities and researches in the organisation, the services and
products offered by the organisation. It has been reflected by Browning et al. (2013) that
there are various other information like corporate and community work conducted by the
organisation and several other basic organisational information, which are informed to the
customers of the organisation. All these factors help in earning customer trust and loyalty and
help the organisation in enhancing its marketing strategy. As opined by Drosos and Tsotsolas
(2015), through effective marketing, the operational information regarding the organisation
are made available to the customers and their review regarding them are gained , which helps
in making improvement and development in the marketing strategies. In this way, the
marketing strategies are developed and their effectiveness is increased prosperously.
LO: 3- Task 3
A. Describe through examples, how quality is measured in the selected organisation &
examine the benefits of using user and non-user surveys for identification of
customer’s needs
It has been reflected by Gharakhani et al. (2013) that measuring the quality is one of the most
crucial parts of the quality management system of the organisation. It is as important as other
methods like quality control and quality assurance. In Hilton worldwide, the quality is
required to be measured for assessing the efficiency of the quality management system. As
opined by Goetsch and Davis (2014), there are numerous methods available for measuring
quality in an organisation. In Hilton worldwide, the main methods used for measuring quality
comprises of scorecard and statistical data.
As mentioned by Jani and Han (2014), in scorecards, the quality is measured by measuring
the accomplishment of goals and objectives, set regarding the quality management. Few
quality standards are set for enhancing quality, and then the employees are communicated
regarding the objective and strategies to achieve the objective set. Then, as reflected by Kapik

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(2012), scorecard is used for attaining the statistical data regarding the process involved and
for gaining proper track of the progress towards the objectives set. In this way, objectives
regarding quality management system of the organisation are accomplished effectively.
Another method used for measuring quality in Hilton worldwide is getting statistical figures
regarding the quality of services and products. These data are the statistical translations of the
feedback and rating given by the customers regarding the service and products of Hilton
worldwide. It has been stated by Kim et al. (2012) that this data is collected by the means of
surveys.
As opined by Klaus and Maklan (2013), survey can be of two types i.e. user and non- user
surveys. Both the surveys are used for gaining essential feedback regarding the quality of
services and products of Hilton worldwide. The only major difference between these surveys
is that the user survey is conducted by surveying the existing customers of Hilton worldwide.
On the other hand, the non-user survey is conducted by surveying the non-users or the
general population of are not the customers of Hilton worldwide. According to Kuo et al.
(2011), the benefit of user survey is that it is helpful in gaining the requirements and opinions
regarding the current products served by the organisation. Non-user survey helps in acquiring
the negative aspects of the services and products, from the customers. These data acquired
through user and non-user surveys can be very helpful for Hilton worldwide for developing
its quality management system.
B. By using particular quality scheme in the selected organisation, describe the
methods used for encouraging under represented group’s participation
It has been suggested by McColl-Kennedy et al. (2015) that in order to facilitate the
participation of underrepresented group, the most basic method is to carry out effective
interaction and communication with the employees. Apart from the employees, there are
other various kind of people encompassed in this underrepresented group. Therefore, as
stated by McNamara et al. (2011), for facilitating their participation, both online as well as
offline method can be used. Online as well as Offline forms can be generated and distributed
among the candidates who are belonging to this group and they can be asked to fill the form
according to their ideologies and opinions regarding quality served by Hilton worldwide. It
has been reflected by Merkač Skok (2013), the method of form filling is very effective and
comfortable as it is conducted on individual basis and the ideas of the participator can be
stated by him or her with full liberty and freedom. This will help the company in gaining

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more accurate and beneficial information as well as opinions regarding its quality
management system.
Along with this, as mentioned by Morrison (2013), personal and group interviews can also be
practiced for this purpose. Hilton worldwide can also refer to group discussions for this
purpose. In this way, participation of underrepresented groups can be encouraged in an
effective manner.
C. Outline the value of complaint process and exhibit its role in improvement of quality
in the selected service organisation
As stated by O’Neill et al. (2016), there are many times, when customers have complaints
regarding the services and products served by the organisation. Many of the organisations
take these complaints in negative way, but global organisations as Hilton worldwide has the
ability of taking complaints in a positive way and use them for improving their quality
management system. The complaints from the customers of Hilton worldwide are taken into
considerations and the factors causing issues and complaints are removed from the services
and other sector.
Hilton worldwide has appointed a special department for hearing to the complaints of the
customer and for solving their issues and problems faced while using the services and
facilities of Hilton worldwide. This helps in providing more freedom and liberty to the
customers for stating and communicating their complaints. Then the complaints are heard and
resolved in appropriate and effective manner. As stated by Otnes et al. (2014), this process in
turn helps in eliminating the defects and factors causing it from the organisational operations.
In this way, Hilton worldwide enables the development of its services and products along
with improvement of its quality management.
LO: 4- Task 4
A. Evaluate the role of self-assessment for determining the present status of health in
context of service provision in the selected organisation and assess the role of record
keeping and communication
Role of self-assessment in determination of service health
Self-assessment is an appropriate measure for maintaining healthy workplace environment in
Hilton worldwide. Through self-assessment, the areas and sector capable of development are
identified by the employees and management in Hilton worldwide. As opined by P. Crick and

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Spencer (2011), self-assessment is also helpful in identifying the strategies required to
develop and improve those sectors in an effective way. As reflected by Pappas (2015),
employees are very crucial and one of the most significant factors for the development and
success of the organisation.
Therefore, it is required by Hilton worldwide to take care of the needs and basic requirements
of its employees. This will enhance their working abilities and level of motivation, which will
result in their enhanced participation and performance in the organisational activities and
operations. By facilitating this facility for employees, the risk on the employees can be
eliminated and they will get the chance of carrying out proper self-assessment without getting
worried about their safety. It has been mentioned by Raja Sreedharan et al. (2017) that taking
care of safety and health of the employees at workplace is very significant for ensuring their
devotion towards the organisation and its operations.
Role of record keeping and communication
Hilton worldwide is a huge hospitality organisation and it operates in different markets of the
global hospitality organisation. The corporate or organisational structure of Hilton worldwide
is very complex and integrated form of various departments. Therefore, the management of
the organisation also becomes difficult and complicated. In such cases, it has been mentioned
by Šerić et al. (2014) that record keeping is one of the best methods of easing the process of
managing the information related to the organisation. In Hilton worldwide, the information
regarding the customers is to be stored for providing them ease while using the services of
Hilton worldwide for next times. According to Talib et al. (2012), along with maintaining
record or recordkeeping, it is also required for the employees to facilitate better
communication at the workplace.
It has been reflected by Taylan Dortyol et al. (2014) that communication aids to the process
of effective management and completion of operations in the organisation. Employees in
Hilton worldwide can share their knowledge and ideas with their colleagues, which will
develop their overall personality and skills. As opined by Wang et al. (2012), communication
is very crucial when it comes to problems solving and resolving conflicts. Hilton worldwide
can solve all its organisational issues and problems and mitigate them by the means of
effective communication among each other. In this way, communication and recordkeeping
have significant spot in the organisation.