Quality Management Report: Approaches, Measurement, and Benefits

This report examines quality management principles within the context of Marriott Hotel, a multinational hospitality provider. It begins by defining quality in business and service provision, emphasizing its significance in meeting customer expectations and achieving long-term competitiveness. The report then delves into the processes of inspection and assurance, highlighting the importance of quality control and quality assurance systems. Different approaches to quality management, including those of Edward Deming and Philip Crosby, are discussed, along with their similarities and differences. The report also explores customer satisfaction, continuous improvement, and the added values gained through these strategies. Various methods for measuring quality management, such as customer feedback and benchmarking, are presented, along with the benefits of user and non-user surveys in determining customer needs and the value of complaint procedures. The report provides a comprehensive overview of quality management practices and their practical application within a service-oriented business.

Quality Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Quality in terms of business and service..........................................................................3
1.2 Process of inspection and assurance.................................................................................4
1.3 Approaches of quality management.................................................................................4
1.4 Differences and similarities between different methods..................................................5
TASK 2 ...........................................................................................................................................5
2.1 Discussing customer satisfaction......................................................................................5
2.2 Meaning of continuous improvement in quality management.........................................6
2.3 Type of added values to be gained...................................................................................6
2.4 Different type of information...........................................................................................7
TASK 3............................................................................................................................................7
3.1 Way in which quality management can be measured......................................................7
3.2 Benefits of user and non-user survey in determining customer needs.............................8
3.3 Methods of consultation with employee in quality scheme.............................................8
3.4 Value of complaint procedure..........................................................................................9
TASK 4............................................................................................................................................9
Covered in PPT.......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Quality ensures about products and services which have been provided by the
organisation. It involves four main components such as planning, assurance, control and
improvement. The organisation does not only focus on product’s and service’s quality, but also
means to achieve it. From the empirical study, it suggests that if there is continuous improvement
in quality of services then it would also increase long term economic competitiveness (Chae,
2010). The techniques of quality management are used by every organisation in order to provide
quality of services to customers. The present report is based on Marriott hotel which is
multinational diversified hospitality and provide services related with lodging. In this report, the
meaning of quality has been explained in terms of business and services. Further, different
approaches of quality management is discussed. Along with that, meaning of customer
satisfaction has also been explained.
TASK 1
1.1 Quality in terms of business and service
Quality in terms of business and service provision refers to the precipitation of degree in
which organisation is providing services to meet with customer expectations. The specific
meaning of quality cannot be explained until and unless it relates with the particular function or
objectives (Bergman and Klefsjö, 2010). The meaning of quality in terms of business and
services have been described as below:
Quality is significant for every organisation whether it is provided by any hospitality
industry or retail company. The quality measures something against other thing which are also
provided by other companies in similar kind. Concept of quality ensures about the adherence of
products and services which also set reputation of organisation. The quality of products and
services is designed according to the purpose of customers which solves and satisfies their
requirements.

Standardised bodies have established several standards to measure the quality of services
and products. ISO standards have introduced the definition of quality of products and services
with the availability of their features and characteristics in order to satisfy the intended needs and
to perform efficiently.
1.2 Process of inspection and assurance
Marriott hotel is trying to deliver the supreme quality of services and products to
customers. While providing quality services to customers, it will result in increased profits. The
cited hotel have to use quality management system which helps them to ensure about high
quality of services is providing to customers or not (El Ouardighi and Kim, 2010). Following are
the two major processes which involved in quality management system.
Quality control – It is the process of reviewing all elements which are associated with
the quality of services. Services which are provided by Marriott hotel have to ensure about the
quality of services to be maintained at the time of production process. Quality control includes
inspection of quality of products after when production process takes place. The manager has to
monitor that quality all standards are being followed or not so that they can remove poor
performance at the time of production.
Quality assurance - It consists the part of quality management on which organisation
have to focus on for providing quality of services will be Provided in appropriate manner. The
quality assurance has two folds, that is, internal and external. In internal, it is related with the
management and external is customers, government and many more.
1.3 Approaches of quality management
There are numerous approaches which can be utilised by the organisation in order to
improve quality management at workplace (Elbir and et. al., 2010). Here are some following
approaches which can be used by Marriott hotel so that they will improve the quality of services.
Edward Deming's approach - In this approach, manager has to set guidelines which
will ensure about the successful implementation of total quality management. Organisation has
to adopt new philosophy so that they can eliminate gaps between staff and organisation. Through
this, company can organise proper training and development programme for all employees.
Philip Crosby approach - This approach consists with four principles which are related
with quality and ensured to preventing the process which leads into the low quality (Gotzamani,

Longinidis and Vouzas, 2010). The quality of services in hotel should be standardised so that it
will not result in defect. Gap can be measured after the completion of requirements.
1.4 Differences and similarities between different methods
Many authors have provided several methodologies which can be used for ensuring about
the quality management in organisation. With the help of quality management system,
organisation can run their functions smoothly and in efficient manner.
Similarities and dissimilarities between Edward Deming's and Philip Crosby
approach:
These both approaches are suggested for eliminating the dependency of inspection
process to check the quality of services (José Tarí and Molina-Azorín, 2010). At initial stage, the
quality of service should be maintained instead of checking the quality after production.
The difference is that Edward suggests about eliminating targets and goals for workforce.
But Philip has focused on the completion of goals with maintaining quality.
Similarities and dissimilarities between the Philip Crosby and Kaoru Ishikawa
approach:
Both the approaches are focusing on the goals of organisation that it should be completed
in appropriate quality manner.
Philip talk about price which is complying with the requirement in quality but Kaoru
doesn't talk about the price (Murat Kristal, Huang and Schroeder, 2010). These both approaches
are different in terms of prevention of process which lead into the low quality.
TASK 2
2.1 Discussing customer satisfaction
The term customer satisfaction is frequently used in marketing. Customer satisfaction
measure features of products and services to fulfil the needs of consumers. It defines that up to
which extent the customers are happy with products and services which are provided by Marriott
hotel. Company will only succeed when they have satisfied the customer’s needs while providing
products and services according to their choice. In modern era, Marriott hotel has to lead their
competitors while providing high quality of services to customers (Sadikoglu and Zehir, 2010).
For this hotel, customer satisfaction is the key differentiation as compared with their competitors.

This hotel is one of the popular firms in hospitality industry so they succeed in the cut-
throat environment for gaining high customer satisfaction. If organisation has not fulfilled
customers’ needs then hotel cannot generate high amount of revenue to meet their expenses.
Manager has to understand the customer value in which they can provide services according to
them. Through this, reputation of firm will be improved and lead in the competitive market.
2.2 Meaning of continuous improvement in quality management
Continuous improvement means to consistently strive to improve quality of products and
services according to the needs of customers. It is an ongoing effort which is made by the
organisation in order to improve their quality of services (Sallis, 2014). It is a long term process
which helps organisation in gaining the customer focus. Through this, it quality of services has
improved which is delivered by the organisation.
Continuous improvement has become necessary for the organisation so that they can
measure the quality of products and services. It allows organisation to devise their plans and
strategies which will improve their several aspects. Ultimately, it will lead to increase the
performance of organisation. Simultaneously, the reputation of Marriott hotel will also become
sturdier. With the help of continuous improvement, it will help organisation in identifying
opportunities so that they can also provide proper training and development programme for
employees. Most famous tool that can be used by organisation is Plan-do-check-act. In plan,
manager has to identify the opportunity and plan accordingly. Under the same, manager has to
implement changes with the small scale range. After this, manager has to analyse the data to
determine the difference (Sharma, Lawrence and Lowe, 2010).The changes of act should be
implemented at the large scale.
2.3 Type of added values to be gained
The continuous improvement will add the value in services through which profits of
organisation will get increased. Added value includes customer loyalty, repeat purchase, etc. It
allows organisation to implement various activities with an aim of improving services at
different levels. Following are different kinds of added value which are needed to be gained by
the organisation for continuous improvement.
Quality added value – This added value is regarding the convenience of products and
services. Manager has to provide enriching food vitamins and minerals which add the value in

the profit of organisation (Simon and et. al., 2011). For example, providing online services with
high quality will add the value.
Cultural added value – In this the services should be according to different culture of
people. For example, providing food according to need people who belong to their religion or
caste.
Value addition – When the services are provided by organisation at different stages,
value of services also get increased. The amount of profits get increased when customers are
using different services at various stages.
2.4 Different type of information
Information which has been provided by Marriott hotel can use different techniques to
convey an important message to customers (Talib, Rahman and Azam, 2011). Organisation has
to provide several information to customers which is related with the quality management. These
information can be related with the social activities which are conducted by business entity,
regarding range of products and services which are going to be provided by company and many
more. When information is provided to customers, it allows them to trust the organisation in
order to provide different services. These information can be conveyed with the help of using
social media sites, texting to individual person as well as many other techniques can be used by
the organisation. Manager has to use effective marketing strategy which allows organisation to
convey information in a beneficial manner. Through this, the organisation will stay more
responsive and respond to customers in an appropriate manner and gain competitive advantages
as well (Talib, Rahman and Qureshi, 2013).
TASK 3
3.1 Way in which quality management can be measured
Manager of Marriott hotel has to manage all the activities which are being performed by
employees in order to accomplish the organisational goals. The measurement of quality
management is an important factor which helps organisation to make continuous improvement in
the growth of business. There are many methods which can be measured by organisation in order
to measure the quality of services. One of the best methods is to take customer feedback on
regular basis. With the help of customer feedback, company can judge the quality management
whether they are meeting with customer requirements or not (Vanichchinchai and Igel, 2011).

Another method which can be used by Marriott hotel is benchmarking. In this method,
organisation can compare their strategies and plans with their competitors so that they can adopt
new and the latest technologies. Company can also do quality management with the help of
skilled employees (QUALITY, 2012). If they are providing quality of services to customers then
it shows that customers will come again and use these services.
3.2 Benefits of user and non-user survey in determining customer needs
Customers are the essential part of an organisation. They provide the best suited data
which none of a person can provide. Thus, a survey on them helps an organisation to improve
their services in the best effective manner (Sallis, 2014). The user use services and provide a
brief overview on that. Cited firm made a research on their users and non-users from which they
made a valid conclusion about the needs of their customers:
Users:
 Provide appropriate information about all the things and satisfaction by different services
and products.
 Help in improving the quality of goods and services being served by cited firm.
 Maintain sustainability by providing absolute data to researcher.
Non users:
 Non users are the primary source of information. They provide information which they
hear from different group of people.
 Helpful in serving accurate information because they do not have any kind of relation
with business.
3.3 Methods of consultation with employee in quality scheme
There are many methods which can be used by employees as well as managers for
encouraging participation of under-represented group. There are many people who will not
prefer those services in which there is no strong communication with them. Following are the
methods which can be used by organisation:
Form survey - The manager will get quick response from the employees which help
them to identify the nature of responses which has been given by them. Their expectations can be
revealed with the help of analysing these form (CONTINUOUS IMPROVEMENT, 2017).

Group interview - This interview is conducted by manager for the group discussion
which will help them to identify the underrepresented group. Through this, they can identify the
expression of customers about the services which is provided by organisation. With the help of
group interview the manager can identify the needs of customers as well as employee.
Telephonic survey - In this, the managers are calling to customer's and identifying the
needs. This is an effective tool which does not also waste the time of organisation. In this they
can ask from those customers those who are using these services out the country.
3.4 Value of complaint procedure
For Marriott hotel, complaints of customers are always treated as a negative impact.
Customers should be aware about the unethical practices which has been done by the employees.
Whatever procedure has been adopted by the organisation would be written on the
documentation of company (Elbir and et. al., 2010). With the help of complaint procedure,
organisation gains a chance to identify the faults is done by employees. The customers of this
company have right to register complaint against any services through which they are not happy.
The services which are provided by the organisationto customers, find out the defect then it
directly impact on the reputation of company (El Ouardighi and Kim, 2010). Many steps can be
taken by the manager in order to use compliant procedure.
 The manager or employees does not have to argue with the guest regarding any kind of
issues.
 The employees have to show their interest while solving the issues of customers.
 The time management should be set to solve the issue of guests in a timely manner.
TASK 4
Covered in PPT
CONCLUSION
After summing up the report, it has been concluded that management has to use effective
quality control process which ensures about high quality of services being provided by the
organisation. It has been assessed that customer satisfaction is the most important factor through
which organisation can earn profits and retain them for a long period of time. The staff of

Marriott hotel has adopted an effective communication method which will give advantage to
them in convening information in an appropriate manner.
REFERENCES
Books and Journals