Quality Management Report: Quality Assurance and Improvement

This report on quality management delves into various aspects of ensuring and improving the quality of services and products, focusing on the context of the Rose and Crown Hotel, a 3-star establishment. The report is structured around four key tasks. Task 1 defines quality in business and service provision, differentiates between quality control and assurance processes, discusses approaches to improve quality management (including Deming's and Juran's methods), and compares the similarities and differences between these methods. Task 2 explores customer satisfaction, continuous improvement, the value added through such processes, and the importance of effective marketing and information dissemination. Task 3 covers methods for measuring quality management, including the use of surveys and consultation methods, and analyses the value of complaint procedures. Finally, Task 4 examines the role of self-assessment, communication and record keeping, outlines staff consultation guidelines, and proposes potential system improvements.

Quality Management
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Clear definitions of quality in terms of business and services provision (1.1)............................4
Illustrate the role of quality control and quality assurance in inspection and assurance
processes (1.2)..............................................................................................................................5
Discuss a range of approaches that can be taken to improve quality management (1.3)............6
Explanation of the similarities and differences between the different methods (1.4).................9
TASK 2..........................................................................................................................................10
Discussion of customer satisfaction (2.1)..................................................................................10
Explanation of the continuous improvement (2.2)....................................................................11
The type of added values to be gained in a process of continuous improvement (2.3).............12
The types of information made available to customers and the importance given to effective
marketing (2.4)...........................................................................................................................13
How quality management can be measured (3.1)......................................................................13
Benefit or user and non-user surveys in determining customer needs (3.2)..............................14
Methods of consultation employed in one quality scheme to encourage participation (3.3)....16
The value of complaints procedures and analyse how they may be used to improve quality
(3.4)............................................................................................................................................16
TASK 4..........................................................................................................................................17
Role of self assessment in order to determine an organization's current 'state of health' (4.1)..17
Evaluation of importance of communication and record keeping (4.2)....................................18
Guidelines on stages of staff consultation necessary for effective implementation of a quality
scheme (4.3)...............................................................................................................................19
Propose new systems or modifications to existing systems that could improve (4.4)...............20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22
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Illustration Index
Illustration 1: PDCA cycle...............................................................................................................8
Illustration 2: Juran quality principles.............................................................................................9
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INTRODUCTION
Quality management refers as a collection of various business processes which are
focused on improving the quality of products and services that consistently meets the
requirements of consumer needs (Ipeirotis, Provost and Wang, 2010). Quality management
includes four elements and these are quality assurance, quality control, quality planning and
quality improvement. Furthermore, Quality management plays a significant role in the
organization. This function helps in differentiating a business entity from its competitors in terms
of quality. The current scenario of report has focussed on Rose and Crown Hotel which is
located in the Midlands and it is 3 star hotel with 100 bedrooms. This hotel attracts corporate
guests during weekdays and other leisure guests at the weekend. Such hotel is emphasized on
quality management to improve the efficiency of products and services. The present report
involves four tasks. First task will cover different approaches of quality management which are
used in the commercial operations. Second task will include the benefits of quality management
in business in order to satisfy their customers. Third task will give brief introduction of various
quality controls and improvisation of customer service. Last and fourth task will include the
principles of quality management which help in improving the business performance.
TASK 1
Clear definitions of quality in terms of business and services provision (1.1)
Quality in terms of business and services provision refers as the degree of perception in
which products and services of the organization meet the requirements of customers (Nadiri and
Tanova, C., 2010). Quality is a perception about the products and services which can be inferior
or superior to other thing. In today's contemporary era, most of the organizations are
implementing quality management in their businesses and in their product and services. Quality
plays an important role in managing business operations which helps in rising the sales as well as
profitability of organization. It also assists in differentiating an organization from its competitors.
Definitions of quality in terms of business and services have been developing time to time.
According to the Markovic and Raspor (2010) asserted that, quality of the product and services
can be judged through only by their customer satisfaction because every customer needs good
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quality product (Markovic and Raspor, 2010). On the other hand, Chen and Chen (2010 argued
that, quality standard of any products and services of the business tells about the quality more
than the customer satisfaction (Chen and Chen, 2010).
Quality in the hospitality industry matters the most. In Rose and Crown hotel, they think
about quality for customer satisfaction and change their perception towards business. For
example, there are different types of customers in hotel industry and they all have different
perceptions and requirements (Talib, Rahman and Qureshi, 2012). Organization should maintain
health standards for their food and beverages department. If, there is a customer who is health
conscious then he or she should need food which contains less calorie. Along with this, hotel
should maintain hygiene at the workplace so that they can attract more customers. Rose and
Crown hotel is also providing services to all the social classes according to their status and
income level (Rose and Crown, 2016). Hotel management is also reacting to their customer
feedbacks and by this, hotel is gaining positive feedback from their satisfied customers. It also
helps in acquiring and retaining loyal customers which contribute in increasing the total sales
amount of business in a long term perspective.
Illustrate the role of quality control and quality assurance in inspection and assurance processes
(1.2)
Quality control and quality assurance are the components of quality management which
help organization in improving quality of services with the help of limited resources
(Schuuranman, 2003). These both functions assist the chosen hotel to modify its processes for
rising its revenue and helps in product development. There are different processes which are
used in the inspection and assurance of quality and these are as follows: Quality Assurance: It is a procedure in quality management where assessment of the
overall production performance is done and it also identifies quality standards of the
products and services of organization (Pennstate, 2009). Quality Assurance plays an
important role in the hospitality industry i.e. hotel which mainly focuses on the quality
standards. In Rose and Crown hotel, sales are declining and customer is complaining
about the quality. Due to which, staff is demotivating and leaving the organization.
Therefore, by implementing the process of quality assurance, hotel can improve their
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product quality about which customers are complaining. Further, firm can recruit more
employees to uplift their quality standards. Quality planning tools, techniques and quality
audits are used for estimating the overall performance of organization (Pallet, Taylor and
Jayawardena, 2003).
 Quality Control: In quality control, there are three steps by which quality can be
controlled and these are monitoring, using suitable methods and evaluation. At first, hotel
should monitor the existing quality standards as well as poor performance of the
organization such as staff turnover, unsatisfied customers etc. After monitoring the
problem, management should focus on the methods from which they can cope up from
this problem (Wang, Chen and Chen, 2012). Methods can be used such as control charts,
new trends analysis and inspections. After determining methods, organization should
evaluate their problems through various improvisation methods which help in setting
better quality standards. By implementing quality control, hotel can improve their career
development, decision making system and communication with customers.
Discuss a range of approaches that can be taken to improve quality management (1.3)
There are range of approaches that can taken to improve quality management in a long
term success through customer satisfaction. There are some approaches to manage quality which
are given by the theorists like W. Edwards Deming and Joseph M. Juran.
Deming has given the theory which gives important guidance and directions to managers
that is “System of Profound Knowledge” in which include Deming's cycle “Plan – Do – Check –
Act (PDCA)”. Deming shows in his theory that organization should plan and designed in such a
way that encourages the managers to remove the problems in the organization. His theory
suggests that the employees should also be the part of the decision making process. There four
elements in the Deming's cycle such as plan, do, check act. To improve the quality management,
first organization should make plan through considering quality principles and factors affecting
quality. After planning, the organization should follow the personnel factors and see the policies
and procedure of the company. After implementing the procedure, the company should act that is
reviewing, revising, communicating and monitor the quality management measures. After
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following all three steps in the cycle then company should check the sample guidelines and error
and then execute the theory in the quality management process.
The other approach of quality management is given by the Joseph M. Juran which is
called Quality principles. This quality principles have three components which are quality
planning, quality control and quality improvement. He think customer is focussing on the quality
planning. He want top management should only involved in the decision making process. He
focusses on customer satisfaction and wants products and services should meet the requirements
of the customers. The theory says that, to asses the cost and effectiveness to improve the quality,
manager should only set up the quality standards.
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Illustration 1: PDCA cycle
(Source: Vector - PDCA management
method diagram Plan, do, check, act tags.
2016)

Juran believes his principles offer practical ideas to suited in the management whereas
Deming theory states that improvement is needed in the continuous process of the quality
management. The Rose and Crown Hotel should also follow these approaches to improve their
quality management.
Explanation of the similarities and differences between the different methods (1.4)
The approaches which are given by Deming and Juran for improving the quality
management have similarities and differences and they are as follows:
Similarities
 The two theory states that top management commitment is required for the quality
management in improving their sales revenues and reducing the employee turnover in the
Rose and Crown hotel.
 The both theorists asserted that quality in the management saves the money because if
there is large number of customers attracted to the hotel then will gain profits which
results in high revenues (Quality management, 2016).
 Deming and Juran both says that responsibilities of the quality management should be
handled by the managers and top management not by the employees and workers.
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Illustration 2: Juran quality principles
(Source:Joseph Juran Quotes, 2015)

 Both the theorists evaluated that quality never ending processes because change in the
society never ends such as shift in the culture so that it is continuous process which put
improvisation in the quality of products and services. Quality should be accordingly to the requirements and needs of the customers because to
measure the standards in the quality terms. Customer satisfaction should be consider as a
vital point.
Differences
 Deming's basic orientation towards quality is in technical form whereas Juran's basic
orientation towards quality is in the process form.
 Deming states that goal of quality should meet the customer needs and their should be
continous process. On the other hand, Juran only wants to please the customers not want
to them to fully satisfy.
 The methods which used by Deming are planning, implement, check and then monitored
the quality measures. However, Juran's has applied quality principles in which it needs
planning, control and improvement of the quality.
TASK 2
Discussion of customer satisfaction (2.1)
Customer satisfaction is refer as the level to which customers are happy with the products
and services offered by a organization. Customer satisfaction is an important term in the
hospitality industry. All there business is depend on the customer services and the consumer pay
attention to the type of services which they are receiving (Quality Management Systems, 2013).
The main priority of hospitality service provider is to enhance their customer's happiness and
satisfaction. The Rose and Crown hotel should also give happiness and satisfaction to their
customers. Satisfied customers always look for a memorable experience and dynamic service
from the organization. From receiving fast service and to improve the quality standard of the
hotel, the Rose and Crown needs to satisfy their customer by improvising the quality in the hotel
such as build good communication between employees and introduce rewards in the organization
for the excellent work of the employees (Gunasekaran, 2016). One key factor in keeping the
guests engaged and attracted to the hotel is to deliver the promise which organization has made.
Happy and satisfied customers are loyal customers. It is not important for the hotel to provide
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excellent service but awesome products as well (Nadiri and Tanova, C., 2010). The hotel can
attract the customer through giving concessions and vouchers to their loyal customers. The Rose
and crown hotel can satisfy their customers through providing best services and premium
products to attract large customer base. If customers are satisfied then the company will directly
gain the profitability and expand their market share in the market. Customer satisfaction happen
when customers feel that products and services they purchase are specially made for them. Such
as there are health conscious customers who visit the hotel and want less calorie food in their
meals (Ipeirotis, Provost and Wang, 2010). When the hotel serves the food accordingly to their
requirements then the customers gets satisfied. Customer satisfaction can be measured through
survey techniques and questionnaire.
Explanation of the continuous improvement (2.2)
A current attempt to modify the products, services and processes in the organization is
known as continuous improvement. According to the above appro ach, Deming has concluded
that, it is a part of the method in which feedback from the process and customer were evaluated
against organizational goals. To help the continuous improvement, business managers
continually analyse their processes to discover and eliminate the problems of the hotel.
Typically, they accomplish this by making small changes rather than implementing a large-scale
modification (Pallet, Taylor and Jayawardena, 2003). By focusing on making things better the
Rose and Crown hotel can improvise in communication between departments, helps in career
development, consultation, decision making and in recognition or in rewards. The hotel should
motivate their employees in the form of monetary or in non-monetary form so by which they gets
motivated and do better in their work. It feature a better approach to improve the work flow in an
organization (Continuous Improvement. 2015).
To improve the The Rose and Crown hotel's quality management, top managers can
conduct brainstorming sessions and interviews their existing employees to gather relevant
information. After implementing this phase, another phase comes which is design phase, the
project team determines what to do to rectify the problems. During the implementation phase, the
top management is responsible for carrying out the tasks which take action (Berezina and et.al.,
2012). Finally, in the evaluation phase, team members monitor the result and ascertain if the
adjustment to the process has produced the desired result or not. Continuous improvement
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processes allow project team members to uncover problems and determine them ways to fix
them. Through careful analysis, top management can see how individual tasks can impact a
business's overall process. This is because project teams work closely together, work group
conflicts can also be resolved as a part of the continuous improvement effort.
The type of added values to be gained in a process of continuous improvement (2.3)
The type of added values to be gained in a process of continuous improvement are as
follows: Quality Added Value: This type adds convenience, quality of use or other desirable
characteristics which are valued by customers (Antony, 2000). Enriching food with
vitamins and minerals is an example of quality added value. Hotel Rose and Crown also
provides quality added value in their foods to attract large number of customers and to
visit again to their hotel. Environmental Added Value: This added value emphasizes on the protection of
environment. For this reason, The Rose and Crown employs those methods or processes
which don’t harm the environment or less harmful to the environment. For example:
emitting less toxic wastes, using less fuel, using recyclable materials for packaging etc
(Harris and Mongiello, 2010). Rose and Crown is focussing on the health conscious food
which contain less calories for the diet-conscious or health conscious customers. Cause-related added value: It is a social marketing strategy. The Rose and Crown is
donating some of their revenue to a cause. For example: A business may contribute to an
educational facility for poor children by donating a percentage of revenue from each
transaction.
 Cultural added value: It is another kind of social marketing strategy. It is used for
production such as methods which are used for involving cultural aspects or meet the
needs and sensitiveness of cultural groups (Hakim, 2007). Hotel Rose and Crown is also
practising this method so that they can't hurt the sentiments of the cultural groups which
can affect their business profitability as well as their goodwill.
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The types of information made available to customers and the importance given to effective
marketing (2.4)
The types of information made available to customers and the importance given to
effective marketing is crucial aspect for the organization. When a customer decides to start using
a product or service he or she wants to understand the products and services as much as possible.
For this reason, organization need to provide essential and necessary information to the
customers. The customer has keen interest about vision, mission and support of a company when
they start to use that company’s products or visiting that hotel on repetitively basis. From these
types of information customers get a general view of a company. Hotel Rose and Crown need to
allow users to access to the detail information about each product and services the organization is
offing their customers. Company should present features of each product, which may attract
customers to use the products. This will contribute effectively to the marketing strategy of the
company. If any precaution need when using a service, then organization must provide that
information to the customer regarding to that service.
A company may let their users to give feedbacks about that product, which will help a
company to make proper decision about their product. The more information customers know
about a product, the more they will pay attention for it. If any change is done in any product,
company must provide this information about the changes to their customer. This may satisfy the
customer because organisation shows that they respect and care about their users. When
customers use a product for a long term, they want to see how this product will be improved by
the company. If quality increases, then sell will also increase. The organization should give
importance to marketing by it only products and services sells and hotel can gain profitability.
The marketing can be done through advertising, social media, mass media etc. or giving
discounts coupons and vouchers to their loyal customers.
TASK 3
How quality management can be measured (3.1)
There are different tools and methods that can be used by the manager of hospitality
organization in order to measure the quality standard within the organization. For instance; the
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