Quality Management Strategies for Hotel Business (Module Report)

This report provides a comprehensive analysis of quality management within the hotel industry, focusing on key aspects such as defining quality in business and service provision, and the roles of quality control and assurance in inspection processes. It explores various approaches to improving quality management, including those of Philip Crosby, Edward Deming, Kaoru Ishikawa, and Joseph Juran, while highlighting their similarities and differences. The report delves into customer satisfaction, its significance, and the concept of continuous improvement, illustrating how it adds value. It also examines methods for measuring quality management, evaluating surveys, consultation methods, and the use of complaints procedures. Furthermore, the report assesses the role of self-assessment, communication, and staff consultation, and proposes modifications to improve service quality within the hotel context. The report is a detailed examination of the principles and practices of quality management within the context of a hotel, providing insights into how to enhance customer satisfaction and operational effectiveness.

Quality Management in
Business
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Table of Contents
Quality Management in Business....................................................................................................1
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Clear definitions of quality in terms of business and services provision ..............................3
1.2 Role of quality control and quality assurance in inspection and assurance processes in the
organisation’s quality management.............................................................................................4
1.3 Range of approaches that can be taken to improve quality management..............................5
1.4 Similarities and differences between the different methods .................................................6
TASK 2............................................................................................................................................7
2.1 A discussion on customer satisfaction...................................................................................7
2.2 Explaining the meaning of continuous improvement............................................................7
2.3 Illustrating the gain of added values through the process of continuous improvement.........9
2.4 Describing the types of information which are made available to the customers and giving
the importance to effective marketing.........................................................................................9
TASK 3..........................................................................................................................................10
3.1. Explaining the methods of measuring quality management...............................................10
3.2 Evaluating the benefits of user and non-user surveys of determining customer need.........11
3.3 Methods of consultation employed in one quality scheme to encourage participation by
under-represented groups...........................................................................................................12
3.4 Value of complaints procedures and analyse how they may be used to improve quality . .12
TASK 4..........................................................................................................................................13
4.1 Role of self assessment to determine an organization's current state of health...................13
4.2 Evaluating the importance of communication and record keeping.....................................14
4.3 Staff consultation for effective implementation of quality scheme.....................................14
4.4 Proposing modification to existing system that could improve service quality..................15
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................17
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INTRODUCTION
Within modern management, most of the companies are witnessed for participating in
quality management so that they can keep quality of the products and services. The quality is
defined as the degree of the customer service and satisfaction that is gained after the use of
particulate product or service (Sallis, 2014). The companies, in the present era are trying to
enhance and redefine their business functions while focusing on improving the quality of
services and products. The report herewith deals with the various aspect of quality management
within the hotel industry. It defines the quality in terms of business and services provision and
role of quality control and quality assurance in inspection and assurance processes in the
organisation’s quality management describes the role of quality control and quality assurance in
inspection and assurance processes in the organisation’s quality management.
The range of quality management approaches have been discussed along with their
similarities and differences. This unit is going to discuss about customer satisfaction and
continuous improvement and describe how the use of continuous improvement process can add
value in quality system. In the next section of report, quality management and the tools of
measuring quality in hotels are described while evaluating the benefit of user and non-user
surveys for determining customer needs. Different methods of consultation employed in one
quality scheme are discussed while discussing the value of complaints procedures. The last
section of report evaluates the valuation of the importance of communication and record keeping
along with proposing a new system to existing improve service quality.
TASK 1
1.1 Clear definitions of quality in terms of business and services provision
In modern management, most of the companies are witnessed for participating in quality
management so that they can keep quality of the products and services. Now-a-days, quality is
witnessed as the major concept of improving sales and also considered as the key element used
to remain competitive in the marketplace. From a past few decades, quality is considered as a
key aspect of business and service provisions. As per the definition given by American Society,
“Quality is a subjective aspect, for which each person can define the quality as per his perception
(Goetsch and Davis, 2014). In the technical terms, quality has two meanings, One is associated
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with characteristics of a product or service that can satisfy the stated or implied needs. On the
other hand, the second one is associated with product or service that is free of deficiencies.
In respect to business and services provision, quality is referred to the perception of the
degree to which product or service meets the customer’s expectations. Furthermore, it was
identified that quality is a perceptual and it also has conditional and somewhat subjective
attribute. In respect to the given case scenario, The Rose and Crown hotel is facing problems
associated with quality of business that led to decrease the sales and raise customer complaints.
The quality management problems of the mentioned hotel include poor internal communication
between departments and customer services (Kehoe, 2012.). The quality in terms of business and
services provision are associated with customer service and internal business management of
cited hotel. The service provided by the hotel organization must satisfy the needs of guests in the
hotels and must be in the way to meet the objectives of business. In the business management
field, quality management is applied for the purpose of providing customer satisfaction as-well-
as making business profits.
1.2 Role of quality control and quality assurance in inspection and assurance processes in the
organisation’s quality management
The cited hotel in the case is Rose and Crown which tries to deliver effective and high
quality services to the customers. Quality of services provided by the organization is the major
reason for which it is positioned as a reputed hotel. The mentioned hotel has established some
quality management systems to ensure the high quality of the services that are provided to the
customers (Oakland, 2014). Quality control and assurance are the two major processes which are
used in the quality management system of business entity. Quality control is the systematic
process for reviewing the elements that are associated with service delivery of Rose and Crown
hotel. With the help of this process, the cited hotel can maintain quality throughout the
production processes as-well-as the skills of the employees associated with it. This process also
includes inspection of the quality during the service delivery and production process.
Quality assurance is the process that ensures that the services are free of defects or
problems and are to be provided to the guests in the well specified manner. The here mentioned
process in Rose and Crown hotel is used for ensuring that products and services must meet
required standards and quality. The investigation represents that quality control is to be
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differentiated from quality assurance as it is a fact that quality control focuses on the end results
(Quality Control & Quality Assurance, 2016).
The successful implementation of quality control and quality assurance processes within
Rose and Crown hotel may result in higher profits, increasing customer satisfaction, positive
brand image and brand loyalty.
1.3 Range of approaches that can be taken to improve quality management
Within the corporate scenario, there are several approaches that can be used for
improving quality management. Here, are some of quality management approaches that can be
applied to Rose and Crown hotel.
Philip Crosby’s approach
The here mentioned approach can be used for defining the quality in Rose and Crown
hotel in accordance with four principles. As per this quality approach, quality is associated with
completion of requirements. The service quality must be ensured by preventing processes that
may lead to low quality by checking smooth production and delivery. The hotel service quality
must be standardised and there must be timely measured of gaps in the completion of
requirements.
Edward Deming’s approach
The use of here mentioned approach provides a set of guidelines to Rose and Crown hotel
for which company must ensure successful implementation of total quality management. The
inspection process must be used for achieving quality, adopt new philosophy and eliminate gaps
between the service quality (Three Different Approaches in Total Quality Management. 2016).
On the basis of such approach company must organise continuous training and development
activities for employees.
Kaoru Ishikawa’s approach
The here cited approach is based on Edward Deming’s approach in which the principle of
quality management are expanded to the level of total quality management. According to this,
there are major six steps that can be followed by hotel to ensure total quality management. These
six steps are
Determination of goals and targets of the hotel.
Identifying methods to achieve those goals.
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Arranging training for hotel staff
Results of the trainings must be implemented in business processes of the hotel.
Review the effect (Manghani, 2016)
Making corrective actions to manage the quality
Joseph Juran’s approach
This approach of quality management specifies major sections such as quality planning,
quality improvement and quality control. Using this approach, the hotel can focus on identifying
customers needs and can provide service and products in according to their needs. However, the
planning process activities can be managed effectively while having some control measures.
1.4 Similarities and differences between the different methods
Within the organizations, there are some methodology that are used to ensure quality
management system however, there are some differences in above defined approches athat are
explained in following section:
Difference between Edward Deming’s approach vs. Philip Crosby’s approach
From the description made in above task, it was identified that here mentioned both the
approaches are used for eliminating of dependency on the inspection process. This could be
further said that with the use of both the approaches, quality of services can be maintained just
from initial phase, rather than checking it from after the production.
However, the major difference is that Edward Deming’s approach focuses on eliminating
targets and numerical goals for the workforce, on the other hand Philip Crosby’s concentrate on
completing such goals with quality (Three Different Approaches in Total Quality Management.
2016).
Difference between Kaoru Ishikawa’s approach vs. Philip Crosby’s approach
The major similarity between Kaoru Ishikawa’s approach and Philip Crosby’s approach
is that both are focused on establishing goals for the hotel while defining high-quality standards.
Kaoru Ishikawa’s approach is different from Philip Crosby’s as it does not focus on price and
just complying with the requirements for improving quality. On the other hand, Philip Crosby’s
approach is focused on reducing cost while improving quality. In addition to that, both the
approaches are used for the prevention of processes which lead to low quality.
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TASK 2
2.1 A discussion on customer satisfaction
Meaning:
Discussion about customer satisfaction has been done in order to gain an insight about
the term so that front house manager can include this in the staff induction training manual. The
term customer satisfaction is often used in marketing. It is one of the measures through which
quality of a product or service could be test upon (Deng and et.al., 2010). If the product and
service is of utmost quality, then it will satisfy the customers else not. In other words, customer
satisfaction is highly important in both manufacturing and service unit.
Usefulness:
n hotel Rose and Crown, customers are doing regular complaints hence; it proves that
there is a lower customer satisfaction. For this aspect, every employee must improve its service
quality so that customers can be made satisfied at the fullest (Yuksel, Yuksel and Bilim, 2010).
It is important to note that customer satisfaction is essentially required because there are several
benefits of it which are described below:
 It is a major indicator that will will signify if consumer will show the intention of repeat
business and keep the loyalty in this hotel.
 This is considered as a point of differentiation which will help in gaining the leadership
position in the competitive market (Kneese, 2013).
 Customer satisfaction term will aid in increasing the lifetime value of customer which is
measure for raising the revenue.
 If the hotel provides customer satisfaction then it will help the firm to stay ahead of their
competitors (Beard, 2014).
For this purpose, every employee must take customer satisfaction into consideration in
order to maximize the revenue and sales of a company.
2.2 Explaining the meaning of continuous improvement
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Meaning:
Explanation about the meaning of continuous improvement can be done by defining it.
The term continuous improvement is a kind of process which is an ongoing effort in order to
improve the services or process of services. Continuous improvement is also known as Kaizen
and it is a long term approach so that hotel can work in a systematic manner so as to achieve a
small, incremental changes (Imai, 2012). According to given scenario, continuous improvement
in the service quality of the hotel employees should be done in order to satisfy the customers.
The continuous improvement and customer satisfaction are directly linked because; if there will
be continual improvement in the process of providing quality service to the customers then they
will be highly satisfied.
Importance:
 The continuous improvements in the service quality will help in satisfying the customers
in the hotel.
 This is also one of the aspects of employee motivation which will automatically improve
the employee performance (Granerud and Rocha, 2011).
 The process helps the management of Rose and Crown hotel to create synergy between
staff members and the management team. The overall performance of the company will increase if there will be regular
improvement in the organization.
Process:
 In order to adopt continuous improvement, a firm needs to focus on the process of so
that in a systematic manner a front house manager could bring the improvement in the
service quality and these are described as follows:
 A company has to create a purpose towards the improvement of services.
 After that, company can adopt new philosophy (Marshall, 2010).
 The company adopts the policy of minimizing the total cost.
 Constant and forever improvement of the process of service quality should be done
(What is Continuous Improvement?, 2015).
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2.3 Illustrating the gain of added values through the process of continuous improvement
Illustration of types of added value can be gained by the Rose and Crown hotel by adopting the
process of continuous improvement. This training session is basically aimed at providing the
information to the staff member that if continuous improvement is done than a firm could gain
several types of added values which will be highly beneficial for the organization and their
employees (Molina-Azorín, 2010). There are various types added values that could be gained
by doing the continuous improvement are as follows: New skills and abilities: If there is a ongoing process of continuous improvement for the
purpose of improving the service quality than staff member could gain new and
advanced skills and abilities. This may help them to carry out the work in a most
efficient manner (Yagel and et.al., 2011). Increase in the Capacity: If the hotel provides continuous improvement opportunities to
the employees than there will be a significant increase in the working capacity. They can
do more working by utilizing less resources. This will improve the overall performance
of the company.
 Reduction in Risk: The continuous improvement in the employees will help the
company to reduce the level of risk. It is because by doing the improvement on a regular
basis an employee will gain the perfection which will reduce the risk of accidents and
other harmful risks (Galeano and et.al., 2011). Fir instance, a chef of the hotel and
housekeepers will become perfect in their working if there is a continuous improvement
in their working. This will reduce the risk of accident by the chef and also housekeeper
will not be prone to any chemical.
2.4 Describing the types of information which are made available to the customers and giving the
importance to effective marketing
Description has been done about the types of information which is required to
communicate to the customers so that they can have clear information about the hotel Rose and
Crown. Some of the information has been described which illustrate the effective marketing by
the firm.:
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 The company must provide information about the services they are providing in an
attractive manner so that more customers can be attracted towards the hotel (Virginia
Phelan, Chen and Haney, 2013).
 The company must also provide the information about the offers on the booking. This
will act as a sale promotion techniques which will help in gaining more bookings on the
hotel rooms.
 The marketing manager must aware the customers about the corporate meetings which
are held in the banquet and also the offers linked with it so that many business could avail
the banquet for their purpose (Ojo, 2011).
 Information about the ethical practices should also be communicated so that every
customers must behave in a ethical manner in the hotel premises.
 Further, the company could also use latest technologies such as social media, online
websites so that effective marketing can be done by the company.
TASK 3
3.1. Explaining the methods of measuring quality management
Explanation about the methods for measuring the quality management has been done. For
this aspect, a hotel can use various tool which will help them to know about the quality level of
the hotel. Three methods have been described as follows: Survey Method: In this, a firm could take the survey from the existing customers as well
as from the employees. The survey must be about the customer and employee satisfaction
through which company could come to know about the quality of their service (Ipeirotis,
Provost and Wang, 2010). This will aid the quality manager to assess the management of
overall quality of an organization. For instance, in Hotel Marriott, manager of hotel takes
the survey of customers and employees as well so that overall perspective information
can be gained about the quality of service they are providing. Interview Method: The company could conduct the interview session where one-to-one
interaction can be done with the quality manager. There, employees perspective could be
taken and they should be asked the related questions about the quality of services
(Kneese, 2013). Suggestions from them could be taken to improve the service quality as
well.
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 Complaints Procedure: This is one of the most effective method through which quality
management can be measured. In this, a hotel must have a separate department of
customer care where all the complaints of customers should be listened and properly
redressed (Ali and Shastri, 2010). Every month, a firm must list down the number of
complaint arising and should distribute them under various headings. This way, hotel
could come to know that in which kind of service they are lacking. If the complaint arises
more for the housekeeping department than the service quality of that department is not
effective. Hotel Hilton adopts this technique to measure the quality management of their
hotel.
3.2 Evaluating the benefits of user and non-user surveys of determining customer need
Evaluation of benefits associated with the user and non-user surveys for the
determination of customer need has been done (Kim, 2011). There are numerous benefits linked
with these kinds of surveys and they are described as follows:
 If the hotel do the surveys to the existing customers than company could ask them about
the quality of service. Along with that, the general questions could be asked to lay down
their further need. This way company could come to know that what more expectations a
customers have with the hotel. This way company could identify the needs of the existing
users (Nejad and et.al., 2011).
 If the company do the non-user survey than company could ask them why they are not
preferring this hotel. As per their feedback, a hotel could come to know about the needs
of the potential customers. This way they can bring improvement in their service so that
they could satisfy their needs.
 The user and non-user surveys help in knowing the changing needs of the customers and
this way they can cope up with the changing environment of the industry (Singh and
Tarray, 2013).
3.3 Methods of consultation employed in one quality scheme to encourage participation by
under-represented groups
In respect to the hospitality industry, the companies required to have quality system
consults with the employees so that they can provide between solution to the problem that are
faced in the quality management processes. The employee participation is must in the hotels as
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the staff have direct contract with the employees. With the help of employee participation, the
company can boost the confidence level of staff hence, they tend to involve in the business
function. However, the final decision is to be taken by the management but the opinion and
suggestion of the employees can positively affect the decision making process (Nielsen and
Randall, 2012). The business must use effective methods of consulting with the employees that
includes surveys, interviews, meetings, opinion polls etc.
Conducting surveys within the organization is the best method of getting the opinion of
the employees on the issues faced by business. There must be one-on-one interviews with the
staff members of hotels so that an in-depth discussion can be done between employees and
management regarding issues of business (Methods/Ways of Participation of Employees in
Decision-Making, 2016). The hotels must use opinion poll methods for getting the opinion of
employees in respect with business decision. The above discussed methods can held in acquiring
innovative ideas to resolve business issues. Nonetheless, with the help of theses method effective
communication within the management and employees can be nurtured. Using such methods,
employees can be provided a chance to come up with their innovative ideas that will also help in
boosting their morale.
3.4 Value of complaints procedures and analyse how they may be used to improve quality
As per the general phenomenon, complaint procedure is defied as a process to have
feedbacks from customers allow them to make complaint associated with the quality of products
and services. However, this is also applied to the internal process in which the employees can
have a way to report any unethical or unfair event in the organization. As per the point of view of
employees, documentation process is provided to the employees at the time of joining the
company.
The role of employees within the hotel industry is important to render service
effectiveness and customer satisfaction. The value of complaint process is for ensuring that clear
and accurate communication between superior management and the employees is there in the
organization. Furthermore, the complaint procedure is designed in the business to collect the
vies of employees in respect the organization culture and work environment. This process allow
employees to register a complaint against co- workers and even their superior who are
conducting unethical practices (AbuKhalifeh and Som, 2012). The management can be
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