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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foremost and prominent tool that can be used by manager to measure the quality management
within their operations is that they must focus on system documentation of the activities so that
operational activities within the hospitality organization that is production system can be
executed as per the required standards (Greasley, 2007). Therefore, this method also assist the
manager in evaluating their activities so that they may offer quality and desirable services to the
client and customers.
In addition to this, as hospitality organization manager they can also use bench-marking
technique within their premises and operation so that they can easily measure the quality of their
services (Pyzdek and Keller, 2012). For improving the products and service quality bench-
marking is an effective technique that would assist hospitality organization in setting certain
standard for the services so that it may result in boosting the overall performance of the
company. Despite of this for measuring the quality system within the hospitality organization
manager can also use ISO 9000 standard as the main purpose of designing the standard is to
support the organization in maintaining adequate quality standard in order to meet the
requirement of their customers (Lin, 2010).
Furthermore, six sigma technique may also be engaged in within the hospitality
organization so that manager while rendering customer services may focus on rendering set of
quality services. Moreover, the manager of hospitality organization can also measure the quality
management within the hotel premises by assessing the response from customers and clients who
have visited their organization (Kuei and Lu, 2013). Therefore, through measuring their response
manager can easily judge the quality of their services that they render to the customers.
Benefit or user and non-user surveys in determining customer needs (3.2)
In order to exist in the contemporary environment hospitality organisation must
determine the requirement and needs of the customers so that they can provide them required
services that would satisfy their requirement (Fail, 2005). Therefore, manager must focuses on
enabling survey technique to determine and identify the different requirement of customers.
Through using survey technique manager can ask different questions regarding their services
from both users and non-users of their services. In order to determine the customers need survey
method is termed as cost-effective method that assist in accumulating wide range of information
regarding hospitality provision and services that customers required to meet their requirement.
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However, survey method also assist the hospitality organization in assessing the existing gap
among the hospitality organization services and requirement of the customers that further assists
in overcoming the gap (Pennstate, 2009).
Therefore, through gaining information from the users of hospitality services it may
benefit the organization in following manner-
 It support in assessing the individual needs of the customers and business clients who
prefer to visits the hospitality organization.
 Through initiating survey among the users it may also result in gaining adequate
information regarding like and dislike of the customer and visitors (Schuuranman, 2003).
 It also benefit the hospitality organization in acknowledging the expectation of their loyal
customers who frequently visits the place.
 With the help of taking survey from the users it may also result in gaining information
regarding the areas within hospitality organization that requires improvement (Talib,
Rahman and Qureshi, 2012).
In addition to this, if the manager of hospitality organization focuses on survey of non-
users it may results in gaining in-depth knowledge regarding the market as well as benefit of
non-users survey also results in benefiting the organization in following ways-
 Surveying from the non-users results in gaining perception of the non-users towards the
services of hospitality organization.
 Further, it also benefit the organization in determining the actual requirement and need of
the non-users so that manager can modify and amend the services to target new
customers (del Mar Alonso-Almeida and Rodríguez-Antón, 2011).
 In addition to this, surveying non-users also support in gaining information through
which they can easily convert non-users into the users that further result in enhancing the
sales volume of hospitality organization.
From considering this it can be stated that manager must involve taking feedback and
survey from the users who choose their services in order to raise the quality standard of the
hospitality organization.
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Methods of consultation employed in one quality scheme to encourage participation (3.3)
Consultation refers to the meeting or discussion with an expertise in order to gain
adequate advice so that hospitality organization can easily achieve their objectives (Chen and
Chen, 2010). Therefore, in order to encourage the participation among the staff and employees of
the hospitality organization manager must focuses on different consultation methods that support
in gaining ideas regarding the requirement and needs of customers and business clients. The
different methods of consultation employed in encouraging the participation focuses on form
surveys (Markovic and Raspor, 2010). Manager of the hospitality organization can designed a
form and circulate to the under-represented groups so that they can participate within the survey
and provide necessary information by filling the survey form. Through analysing the form
manager can easily determine the expectations as as well as requirement of customers and guests
within the hotel. Through this method manager can easily encourage participation and allow
under-represented group to put forward their thought and ideas (Crick and Spencer, 2011).
Another method of consultation that is being used by the manager to encourage the
participation they must focus on conducting open meeting of their staff and employees so that
they can give their suggestions and ideas regarding improving the quality services in the
hospitality organization so that large customers and client visits their hotel. In addition to this,
suggestion schemes can also be used as effective method of consultation that support in gaining
advice from the expertise and professional regarding formulating the strategy or taking any
effective decisions for the hospitality organization (Wang, Chen and Chen, 2012). Other than this
questionnaire method of consultation is also consider as an effective method that encourages the
participation among the staff and employees those who render services within the hotel.
Questionnaire include setting structured or unstructured set of questions that is being circulated
among the staff and employees so that manager can gain adequate information regarding the
customers need and preferences.
The value of complaints procedures and analyse how they may be used to improve quality (3.4)
In order to improve the quality of services within the hospitality organization it is
essential for hotel manager to focus on complaint procedure. Complaint procedure is consider as
an effective process that consists of different questions on whom the business clients and
customers respond if something wrong is occur to them (Nadiri and Tanova, C., 2010). With the
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help of complaint procedure manager can easily determine the fault within the services that are
rendered by the staff and employees. Complaint procedure within the hospitality organization
plays vital role within the premises as through this procedure customers and guests can easily
complain regarding the improper services like food services, accommodation services etc. to the
manager so that they can easily amend the services in the effective manner to improve their
quality. Furthermore, with the help procedure manager can easily improve and amend the areas
so that it may affect the customers leisure and luxurious stay in the hotel (Ipeirotis, Provost and
Wang, 2010).
Furthermore, it may be also used by hospitality organization in improving their quality of
their customers service through taking adequate actions so that it can streamline their customer
satisfaction level. However, manager of hospitality organization can also determine the low
quality of their services when there is constant hike in the rate of customers complaints against
the services that are rendered within the hotel organization. In addition to this, complaint
procedure also plays vital role at the time of measuring the performance of staff and employees
(Pallet, Taylor and Jayawardena, 2003). For instance; with the negative comment by the client
and customers it may result in improving their services so that they can easily focus on
maintaining service quality while rendering services to customers.
TASK 4
Role of self assessment in order to determine an organization's current 'state of health' (4.1)
Self assessment technique plays an significant role in evaluating the individual
performance by their own. Through using different form and methods Holiday Inn can easily
asses their current state in the overall market. With the help of self assessment business is in the
position to identify the weak areas and field within the organization that need to be improved so
that Holiday Inn can easily maintain their state of health in the overall market.
Judgement is an effective method of self assessment that is being done to asses the
current practices of the organization (Berezina and et.al., 2012). Through judgement criteria
manager can easily determine the direction of company that is they are heading towards the
correct path or not. However, through enabling the self assessment manager can easily come to
know about their strength as well as weaknesses so that they can improve and and the service
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quality in boosting their productivity. Furthermore, it is also consider as cost effective tool that
support the Holiday in overcoming their issues and problem in the effective manner.
Evaluation of importance of communication and record keeping (4.2)
In order to succeed in the competitive environment it is essential for the organization to
focus on effective communication that support in maintaining quality management system within
the Holiday Inns one of the renowned hotel group in the London (Antony, 2000). While
maintaining quality management in hospitality organization it is essential for manager to
communicate the necessary guidelines and standard among the staff members so that they can
maintain quality within the premises. There are different form of communication that can be used
by the quality manager for maintaining the quality among their services for instance, verbal
communication or communication through gestures and posters in the hospitality organization. In
addition to this, record keeping method is also consider as effective method that focuses on
storing the relevant data and information so that it may be used in the future scenario (Harris and
Mongiello, 2010). Therefore, using communication and record keeping method results in
benefiting the Holiday Inn hotel in the following ways that is-
 While focusing on organization internal and external communication manager often
record the necessary information that is being communicated so that in future it may
assists in formulating and devising the strategy so quality manager within Holiday Inn
can easily plan for controlling quality.
 Another significance of record keeping is that it assist in maintaining adequate record of
the past years so that in future manager can acquire the relevant data and information to
compare the current services of hospitality organization (Hakim, 2007).
 In addition to this, proper and effective communication also plays significant role within
Holiday Inn as through proper communication among the hotel staff and employees it
may result in providing effective ideas that would support the organization in developing
quality practices within the organization.
 Another benefit of communication to the Holiday Inn hotel is that it support the quality
manager in sharing adequate information throughout the organizational structure that
further support in taking effective decisions for the overall organization regarding
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maintaining the adequate quality management system within the organization (Greasley,
2007).
Guidelines on stages of staff consultation necessary for effective implementation of a quality
scheme (4.3)
In order to grow in the global market it is essential for quality manager of Holiday Inn to
focus on the staff consultation procedures that assists in inviting suggestions and ideas from
different staff and employees so that manager can easily manage the problem and issues arises in
the Holiday Inn hotel. In addition to this, through staff consultation staff or quality manager can
easily manage and rectified the quality of their services in such a manner that they can easily
satisfy their customers and clients (Pyzdek and Keller, 2012). In order to implement effective
quality scheme within the Holiday Inn it is essential for the quality manager to to follow proper
stages of staff consultation that is- Setting objective of consultation- The foremost stage in the staff consultation include
setting key objective for conducting the meeting of employees and staff of the Holiday
Inn. Demonstrating rationale- After setting the objectives another stage is to demonstrate the
rationale that is principle for focusing on the staff consultation program (Viada-Stenger,
Balbastre-Benavent and Redondo-Cano, 2010). Commitment from the employees- Another stage within the staff consultation include
taking commitment from the staff that is ideas and suggestions so that they can
successfully implement the quality scheme within the Holiday Inn hotel. Selecting effective communication method- After that manager would select the
effective communication method so that they can engage individual in the stages of staff
consultation process (Rodríguez-Antón and Alonso-Almeida, 2011). Implementation- Another stage is to implement the quality scheme within the
organization so that Holiday Inn can easily maintain the concept of quality management
systems.
 Taking feedback and review- However, the last stage is taking responses and review
from the guests and customers who visited their place to know regarding the quality of
services are of appropriate level or not.
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Propose new systems or modifications to existing systems that could improve (4.4)
In order to deliver quality services to the customers it is essential for the quality manager
of Holiday Inn to focus on new systems within their premises so that they can easily maintain the
quality of their services (Lin, 2010). For instance, quality manager of Holiday Inn can focus on
implementing new technological advanced cameras within their premises so that they can
maintain adequate security and safety of their guests and customers who visits their hotel.
Furthermore, with the proposing advanced cameras within the premises assist the hospitality
organization in maintaining standard regarding the safety and security of their customers and
their luggage.
In addition to this, Holiday Inn may also modify their existing system of welcoming their
customers and guests in order to enhance the satisfaction level of the customers. For instance;
hotel manger must ensure proper greeting and welcoming of their guests that support in
providing comfortable climate for the guests (Mak, 2011). Furthermore, with providing friendly
and comfortable climate within the cited hotel it may easily develop or build the loyalty among
the customers that result in repeating their activities of visiting the same hotel.
Moreover, in order to enhance and boost the service quality of Holiday Inn quality
manager can focus on enabling performance indicator that generally involve improving and
amending the quality (Kuei and Lu, 2013). Despite of this, with proper documentation of the
operational activities, setting and implementing the different quality standard among the
departmental activities etc. would support in maintaining quality and also result in improving the
service quality within the organization.
Responsibility for managing and organizing activities
In order to ensure proper quality management within the Holiday Inn its my
responsibility to manage and organize the operational activities in such a manner that I can easily
enhance and improve the service quality of the hotel. However, to manage the activity my
responsibility would be to observe and monitor each set of activities that are performed by lower
level staff and employees within the hotel premises. However, my main aim is to ensure the
quality services as per the mentioned standard and guidelines provided by the management. In
addition to this, for managing and organizing the activities I can also offer proper guidance to
19

staff members and employees so that they can easily carry out their services and roles in the
adequate manner.
In addition to this, while managing and organizing the activities within the Holiday Inn I
can also delegate and manage the tasks in such a manner that I can easily maintain the quality
among the services by allowing single staff and employees to perform the activities.
Furthermore, my responsibility is also to monitor the activities that are performed by the
subordinate and staff so that if in the case of any deviation or improper activity I can modify the
services in the effective manner so that they can render quality services to the guests and
customers.
CONCLUSION
From the above report it can be summarizes that quality management plays significant
aspect within the service industry as it is an key element that generally reflects the brand image
of the organization. In addition to this, for surviving in the contemporary environment it is
effective for the hospitality organization to focus on quality services that attracts large customers
and guests towards their services. Furthermore, the report has also addresses the role of quality
control as well as quality assurance within the inspection processes in the hospitality
organization through maintaining quality management. However, report has also assess the range
of quality approaches that can be taken and used by the The Rose and Crown hotel for improving
and amending the quality management. In addition to this, report has concluded the discussion of
customer satisfaction related with the continuous improvement within the service quality of the
hospitality organization. Furthermore, it has also summarizes the benefit of users and non-users
survey that are conducted by the hospitality organization in order to determine the preferences
and needs of the customers. In addition to this, report has also summarize the evaluation of
significance of communication and record keeping for the organization. Lastly, the report has
also proposes the new systems and modification in the existing and current systems that would
result in improving the service quality of the Holiday Inn.
20

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