Quality Management in Business: The Rose and Crown Hotel Report

This report delves into the critical aspects of quality management within a business context, using The Rose and Crown Hotel as a case study. It begins by defining quality in terms of both business products and services, emphasizing its importance in customer satisfaction and organizational goal achievement. The report explores various quality management approaches, including quality control and assurance processes, and how they contribute to overall organizational performance. It then examines the benefits of quality management, particularly in relation to customer satisfaction and continuous improvement. The report also covers methods for measuring quality, such as user and non-user surveys, and the role of complaints procedures in enhancing service quality. Furthermore, it applies quality management principles to improve organizational performance, focusing on self-assessment, communication, and record-keeping. The report concludes by proposing new systems or modifications to existing systems that could enhance service quality within the hotel setting, aiming to address issues like low sales, poor staff performance, and customer dissatisfaction.

Quality Management in Business

EXECUTIVE SUMMARY
Quality management in business is crucial because quality based products and services add value
to business and help to capture overall organizational goals. In the first section of this
assignment, manager of The Rose and Crown is an independent, 3 stars, 100 bedroom hotel
located on the outskirts of a city in the Midlands, with close links to the motorway which
currently facing low sales and low staffs performance that leads customers dissatisfaction. To
recover their performance they need to ensure quality in their overall services and staffs
performance. Manager can set up benchmark for measurement of quality of their services to
customers and can train their staffs to improve service quality. Then to understand the benefits of
quality management in a business and services context meaning of customer’s satisfaction and
the way organization can meet the satisfaction of their customers has been given in this
assignment. To understand a range of quality controls and how service to the customer can be
improved the ways manager of hotel or restaurant make customer’s survey along with no-users
survey and develop questionnaires has been incorporated in the third part of this assignment.
And lastly, to know the able to apply the principles of quality management to improve the
performance of an organization the ways manager of Holiday Inn’ London group of hotels make
self assessment test of their employees and importance of keeping reports and making
communication in their hotels has been incorporated along with proposing new or modify system
that could enhance their services quality.

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 01.............................................................................................................................................1
LO1 Understanding the different approaches to quality management appropriate to commercial
operations.........................................................................................................................................1
1.1Definitions of quality in terms of business and services provision.........................................1
1.2 Role of quality control and quality assurance in inspection and assurance processes in
the organization’s quality management.......................................................................................2
1.3Range of approaches that can be taken to improve quality management...............................3
1.4 Similarities and differences between the different methods..................................................4
Task 2...............................................................................................................................................5
LO2 Understanding the benefits of quality management in a business and services context.........5
2.1 Meaning of Customers satisfaction........................................................................................5
2.2 Explanation of the meaning of continuous improvement......................................................6
2.3Illustration of the type of added values to be gained by using a process of continuous
improvement................................................................................................................................7
2.4 Description of the types of information made available to customers and the importance
given to effective marketing........................................................................................................8
Task 3...............................................................................................................................................9
LO3 Understanding a range of quality controls and how service to the customer can be improved
.........................................................................................................................................................9
3.1 Explanation of the way quality management can be measured.............................................9
3.2 Evaluation of the benefit of user and non-user surveys in determining customer needs.....10
3.3 Methods of consultation employed in one quality scheme to encourage participation by
under-represented groups...........................................................................................................11
3.4 Value of complaints procedures and analysis of the ways they may be used to improve
quality.........................................................................................................................................12
Task 04...........................................................................................................................................12
LO4 Able to apply the principles of quality management to improve the performance of an
organization...................................................................................................................................12
4.1 Role of self-assessment in order to determine an organisation’s current ‘state of health’. .12
4.2 Evaluation of the importance of communication and record keeping.................................13
4.3 The ways guidelines should be followed on the stages of staff consultation necessary for
effective implementation of a quality scheme...........................................................................14
4.4 New systems or modifications to existing systems that could improve service quality......15
Conclusion.....................................................................................................................................15
References......................................................................................................................................17

TABLE OF FIGURES
Figure 1: Continuous improvement process....................................................................................7

INTRODUCTION
In the very first part of this assignment to understand the different approaches to quality
management appropriate to commercial operations the meaning of quality in term business and
services incorporated along with Role of quality control and quality assurance in quality
management of an organization. After that range of approaches that can be taken to improve
quality management by an organization has been discussed along with similarities and different.
In the second section of this report meaning of customer’s satisfaction, continues improvement
strategies and necessary information that need to share with customers to add value has been
incorporated. In the third section, ways organization can measure quality in work and benefits of
analyzing users and non-users of products or services to determine customer’s satisfaction has
been incorporated. In the last section of this report importance of self assessment and ensuring
communication with record keeping has been incorporated. Quality management managers often
needs to share their information with higher authorities and develop & execute plan on staffs so
proper communication is very crucial in such case keeping records organization also can
compare present performance with the past performance.
TASK 01
LO1 UNDERSTANDING THE DIFFERENT APPROACHES TO QUALITY
MANAGEMENT APPROPRIATE TO COMMERCIAL OPERATIONS
1.1Definitions of quality in terms of business and services provision
Both for business products and services quality is very crucial to obtain satisfaction of
customers and ensure business reputation. Quality based products and services add value to
business and help to capture overall organizational goals. So, quality of products and services are
such perception that assists organization to capture value by ensuring expectations of customers
(John, 1992). On the basis of the quality of products and services that particular products
attractiveness to customers differ. High quality based products and services has higher
attractiveness and on the other hand low quality based products has lower attractiveness.
Over the different time the meaning of the quality in terms of the business and provision has
been developed American society for quality defines quality of products and services provision
is such thing that has ability to satisfy the needs of customers. Famous management writer peter
Drucker defines quality of products & services and describe that quality is no such thing that

suppliers add on products and services rather is such thing that customers gets and pay for that
particular product and service. ISO 9000 describe quality is such thing that has ability to fulfill
the requirements i.e. needs or expectation of customers (Iso.org, 2015).
As per the given case study Rose and Crown hotel is facing number of issues relevant to
the customers and employees. Customers were not satisfied with the hotel services. Along with
this, staff turnover was also very high. All these problems affect the sales revenue and brand
image of the hotel. So, for improving the service quality rose and Crown needs to focus on needs
and requirements of customers. Along with this, organization needs to provide services as per
their demands. Along with this, employees of the organization were not satisfied so, it also affect
the service quality. So, for improving performance of individuals Rose and Crown should
maintain appropriate communication with staff members and needs to develop competency
based reward, payment and incentive system. It will help in raising the level of motivation of
employees which will leads increment in overall performance of employees. Along with this,
Rose and Crown hotel should provide appropriate opportunity to employees for developing their
own career (Kim, Kim and Park, 2010). Involvement of employees in decision making process is
also one of the best way to encourage them to give their best performance which will also help in
improving service quality of the organization. In addition, Rose and Crown has very limited
resources such as human resources and no one wants to join this organization because of the high
employee turnover. So, hotel needs to allocate roles and responsibility to each personnel as per
their skills and knowledge. It will help in completing each task on time. Overall, above discussed
problems affect the overall performance of Rose and Crown, So, hotel needs to adopt all those
strategies which are recommended (John, 1992).
1.2 Role of quality control and quality assurance in inspection and assurance processes in the
organization’s quality management
Manager of Rose and Crown can use different processes that used in inspection and assurance of
the quality. Both quality control and quality assurance provide assurance the organizations
quality management. Some of that process that used in the inspection of assurance of quality is
given below.
So manager of the Rose & Crown hotel can apply quality planning that is such process that
assist to determine the customers satisfaction of products and services standard by identifying the
overall standard of products and services of an particular organization (Bell, 1994). As reported

in the scenario customers are not satisfied of the products & services of the Rose & Crown hotel.
By the quality planning manager can show to the owner their products policies overall products
standard and description of products and services. It also helps to find out the present products
and services quality and thus manager can compare present quality of products with its
benchmark. And at last this process help managers to develop their plan for quality management
along with checklist and others. So for the Rose & Crown hotel recent quality problem arises due
to their poor services, and products offering to customers also staff are not satisfy due to poor
internal communication within different departments so manager need to think about
improvement of their services and products quality so that they can earn customers satisfaction
that will boost up sales and enhance business revenue.
Also manager can use quality assurance where overall production performance is evaluated on
the basis on quality standards (Wilson, 1994). For the Rose & Crown hotel quality assurance is
very crucial to run their hotel successfully. So in such case different planning tools and
techniques are used by the managers to assure their quality of products. So in such case Rose &
Crown hotel needs to emphasis on their services and products quality assurance. Manager of
Rose & Crown mostly need to provides focused on the quality control where managers are
focused on the monitoring the products and services for conforming the standards of products
and services. As the sales and customers satisfaction is decreasing in case of Rose & Crown
hotel due to the poor services and products offering so managers in such case need to provide
focus on the improvement of their services and products quality. Also the internal
communication can be developed for their hotel so ensure overall quality. So manager can
develop a chart of lower quality based services and products inspect those carefully and take
initiative to improve the quality and compare with establish benchmark (Bendell, 1997). Also
Rose & Crown hotel can use total quality management (TQM) in their organization where
quality improvement programs are introduce in organization to ensure quality standard. This
involves overall products planning, training staff, on work test of the staff, auditing of
performance and others (Bell, 1994).
1.3Range of approaches that can be taken to improve quality management
Deming (1986) advises for every organization to incorporate their worker in their decision
making process. He believes in partnership in the quality, under this partnership steps need to
take by the organization for cooperation such as improvement of quality based support. Deming

develop Deming’s cycle includes plan, do, check and act criteria. Also provides Deming’s 14-
point those two theory assist organization to develop high quality products and services. Rose &
Crown can apply this approach in their organization to ensure quality. As, manager make
decision without incorporating staff so to enhance the morality and credibility of their staff. By
participating in the decision making staff motivate positively and provide focuses on their work
so thus staffs of Rose & crown hotel thus now able to perform better. Moreover, manager of
Rose and Crown can apply positive motivational tools to motivate their staff so that they provide
better performance. Thus overall quality of staffs work has been enhanced as well as their hotel
can now deliver better services to their customers thus customer complain about their hotel will
start gaining revenue.
Juran (1989) in this quality approach describe customers must need to provide focus in planning
of quality. Also he speaks about quality planning with training program for staffs of an
organization. He believes continuous development ensures quality for products and services. So,
Rose & Crown hotel management provides training their staffs to enhance the quality of their
work and services. This training can be done by arranging different workshops, seminar and on
work training system. And continuous development ensures the improvement of their hotel and
attracts customers by improving products and services quality.
1.4 Similarities and differences between the different methods
Similarities:
Quality standard The common similarities between different
methods are the almost every quality methods
are design based on products & services
quality standard.
Performance For all most of the methods to minimize the
poor performance of products and services
corrective action is taken by management
based on the quality control and the planning
methods (Boulter, 1997).
Decisions After analyzing the quality assurance & control
management take decision for their current

level.
USe Organization use total quality management to
adjust quality continuously (Robert, 1998).
Differences:
Planning schema Also there exist some difference of methods
such as in case of planning schema of quality
planned quality levels that developed
previously is considered by management
(Oakland, 2014).
Quality assurance Organization considers quality assurance level
in case of quality assurance methods and it
varies organization to organization.
Theories and approaches Theories and approaches may be different for
each method.
Total Quality management: It is the best approach for improving service quality of Rose
and Crown. It focuses on the overall quality of the different departments of the organization.
Major elements which are considered by this approach include customer’s needs and
requirements, involvement of employees, process, integrated system, continuous improvement,
fact based de4cision making and communication, etc. Therefore, all these considerations will
play important role in resolving all problems of Rose and Crown and improving the overall
quality of the organization (Goetsch and Davis, 2014).
TASK 2
LO2 UNDERSTANDING THE BENEFITS OF QUALITY MANAGEMENT
IN A BUSINESS AND SERVICES CONTEXT
2.1 Meaning of Customers satisfaction
When customers fulfil their needs by consumption of particular product or having service
and they become happy with their consumption is defined as customer satisfaction. As customers
make payment for products and services so they find the ability to fulfil their needs by those
products and services and when that occurs customer satisfaction come into screen (Chang,

1994). Organization by indentifying and monitoring the needs of customers and then design &
develop products and services to make up their needs. So products and services with those
customers are satisfy is known as good quality based produces or good services and on the other
hand products those fail to serve customers needs properly known as bad quality based products
or services. Organization generally makes customers survey to known the customer’s satisfaction
level for their products and services. Also organization judge customers satisfaction by observing
their sales level of particular products in the market (Bendell, 1997).
As per the given case study customers of Rose and Crown were not satisfied with the
services of organization. Along with this given scenario has also reflected that customers were
complaining again in and again for different aspects and issues of hotel services. Along with this,
employees of the company were also not satisfied with the working environment which affect
their behavior with customers also. So, for improving customer’s satisfaction level Rose and
Crown hotel needs to focus on actual needs and requirements of customers. Along with this,
organization should provide all those services which fulfill their expectations in effective
manner. Along with this, hotel should focus on different services such as cleaning, laundry, taste
and preference, architecture, food and accommodation (Sallis, 2014). In addition, for increasing
level of satisfaction, Rose and Crown should provide appropriate training to their employees by
which they can behave effectively in front of all customers. Including this, rose and Crown
should focus on marketing and promotion of the organization which helps in developing strong
communication with customers also. It will also play important role in increasing the level of
satisfaction of employees.
2.2 Explanation of the meaning of continuous improvement
The term continuous improvement can be described as a process by which organization
can make improvement in different functions and activities. For example, organization provides
effort to improve their products, services or their working process in ongoing nature and those
are improve due to efforts in known as continuous improvement (Robert, 1998). When
organization find out their weakness related to the products or services or internal and external
business process along with strategy then take initiating to fix those problems and for that design
plan and execute to improve their weakness this process describe continuous improvement. Most
of the organizations take feedback for their staffs and customers to find out the weak point and
apply effective strategy in ongoing business this advocated continuous improvement (Wilson,

1994). Staffs can be train and motivates continuously to improve their efforts this they can
continuously add value to their organization and organization can add value to customers.
Continuous improvement process can be presented by the following diagram:
Figure 1: Continuous improvement process
Rose and Crown needs to focus on two major aspects for improvement on continuous
basis. One, customer satisfaction and another employee satisfaction. So, Rose and Crown should
focus on needs and requirements of customers on regular basis and also needs to take feedback
from customers about the services of hotel on daily basis. It will help in making improvements in
services of organization. On the other hand, Rose and Crown needs to make appropriate
arrangements for training and development program for employees on regular basis. In will help
in improving their skills and knowledge and augment their satisfaction level. Overall these
strategies will increase the satisfaction of employees and customers of Rose and Crown (Kim,
Kim and Park, 2010).
2.3Illustration of the type of added values to be gained by using a process of continuous
improvement
By using a process of continuous improvement organization needs to gain several types
of added values some of those are given below-