Quality Management Strategies for Rose & Crown Hotel Report

This report examines quality management practices within the Rose & Crown Hotel, focusing on enhancing customer satisfaction in the hospitality industry. It explores the importance of quality in service provision, analyzing the concepts of quality control and quality standards, including ISO 9001:2015 and the EFQM Excellence Model. The report discusses various approaches to quality management such as TQM, Six Sigma, and quality circles, along with the contributions of Deming, Juran, and Crosby. Furthermore, it compares the impact of TQM and Six Sigma on business operations. The analysis extends to the significance of customer satisfaction, employee skills, and the role of repeat customers in the hotel's success. The report also delves into different quality management techniques and their effects on hotel operations, offering insights into improving service quality and achieving desired outcomes. The overall goal is to provide a strategic overview of how the hotel can enhance its quality management practices to improve customer experience and achieve long-term business growth.

QUALITY MANAGEMENT
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Table of Contents
Introduction................................................................................................................................................3
Task 1.........................................................................................................................................................3
1.1..........................................................................................................................................................3
1.2..........................................................................................................................................................3
1.3..........................................................................................................................................................4
1.4..........................................................................................................................................................5
Task 2.........................................................................................................................................................5
2.1..........................................................................................................................................................5
2.2..........................................................................................................................................................6
2.3..........................................................................................................................................................6
2.4..........................................................................................................................................................6
Task 3.........................................................................................................................................................7
3.1..........................................................................................................................................................7
3.2..........................................................................................................................................................7
3.3..........................................................................................................................................................7
3.4..........................................................................................................................................................8
Task 4.........................................................................................................................................................8
4.1..........................................................................................................................................................8
4.2..........................................................................................................................................................8
4.3..........................................................................................................................................................8
4.4..........................................................................................................................................................9
Conclusion.................................................................................................................................................9
References................................................................................................................................................10
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INTRODUCTION
Looking at the present market circumstances customers are highly concerned about the quality
of products and services. Particularly, hospitality industry is a sector in which leisure and comfort
ability is given the major priority (McAdam, 2007). Thus, companies operating in should focus on
providing quality of services to its customer so that their experience can be enhanced and firm can
develop long term relationship. In the present report, Rose & Crown Hotel has considered which is
located in outskirts of a city in the Midlands. Major target audience for hotel is mixture of corporate
guests during the week and leisure guests at the weekends. Hence, standard of quality is always the
major concern for both the category of customer's. Further, researcher illustrates the importance of
quality management in order to overcome several internal issues within the Hotel. Further, different
organisation has been selected for given situation to enhance the understanding of learners and readers.
TASK 1
1.1
Considering the present situation of Rose and Crown Hotel it is essential for the management to
understand the concept of quality in terms of business and service provisions. The main purpose behind
providing quality of services is that it helps in generating business growth opportunities as well as
enhances the leisure for the end users (Groenenboom and Jones, 2003). Quality is one then most
important aspect in terms of enhancing the level of business operations and assist in attaining desired
success. However, in context to business and service provisions, quality is the biggest tool through the
means of which higher satisfaction level of customer's can be achieved. Thus, it is essential for senior
authority of Rose and Crown Hotel to ensure quality at each level of business enterprise so that
customer needs can be assessed appropriately and addressed in more effective manner. Further, as per
the view of Juran, Fitness for use is important aspect for the maintaining the quality of cited hotel.
However, by the means of this approach senior authority of Rose and Crown Hotel should undertake
two dimensional model of quality which consist of “Must-be Quality” and “Attractive Quality”.
Through the means of this, managers can ensure that the offerings are of high quality which are
attractive in satisfying the quality standards of the customers. In this regard, Abel, Buff and Neill
(2013) illustrate that, quality referred to key element which an entrepreneur or company has to focus on
while designing a product or offering services to the clients. In addition to this, value for money is
another important aspect in delivering the quality. It is because, management has to ensure that the
deliverables are of higher value against the money invested by customer. However, ensuring this will
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assist in providing value for money services to the customers during their stay at Rose and Crown
Hotel.
1.2
Quality control and quality standards play significant role in inspection and assurance processes
of Rose and Crown Hotel. Currently company is facing several internal issues which are affecting the
course of company adversely (Hensley, 2011). Thus, it is important for the management to focus on
suitable quality control and appropriate quality standards so that operations of cited firm can be carried
out in the best possible manner. In addition to this, in order to ensure quality control, management of
Rose and Crown Hotel has to consider its certain elements which are as follows:
 Incoming quality control (IQC)
 In-Process Quality Control (IPQC)
 Outgoing Quality Assurance (QQA)
Through the help of above quality control, managers of Rose & Crown Hotel can easily inspect
the functioning of business and overcome the issues like ineffective communication, career
development opportunities and through the help of this easily carry out effective decision. Along with
this, top level management of Rose and Crown Hotel can use ISO 9001:2015 standard of quality as it
sets out the criteria for a quality management system. Rationale behind using this system is that it
consist of several quality management principles that are: strong customer focus, motivation and
implication of top management and the process approach and continual improvement. Therefore, with
the help of this, senior authority of cited frim can enhance the level of quality control and quality
standards effectively.
In addition to this, European Foundation for Quality Management (EFQM) Excellence Model
can be employed by the hotel in order to ensure better quality control. The main purpose behind using
this model is that it is a self-assessment framework for evaluating the strengths and weaknesses of the
organisation within each aspect. Whereas, through the help of excellence model management can
ensure in providing quality of services to its customers, services users and stakeholders.
In context to quality standards, Rose & Crown Hotel has to comply various standards so that
quality within hotel can be measured effectively (Vauterin, 2011). However, management has to ensure
quality at the time of purchasing raw materials, ensuring hygiene at the time of meal production. Along
with this, indulging the latest technological aspects for betterment of operations can help in meeting the
standard of quality within hotel industry.
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1.3
There are several approaches through the help of which quality management of Rose & Crown
Hotel can be improved. However, quality management play vital role in the successful run of business
enterprise. These approaches include TQM, Six Sigma, and Quality circle etc.
Total Quality management can be defined as the approaches in which management of the firm
seeks to improve the quality of products and services through ongoing refinements in response the
continuous feedbacks. The main purpose of this approach is to focus on different aspects of business
and enhance their quality by employing proper monitoring (Lagrosen, Bäckström and Wiklund, 2012).
TQM is a customer centric approach that helps in defining the needs and wants of service users and
moulds the functioning of the Rose & Crown Hotel accordingly so that they can generate desired
results and outcomes. Applying this within the operations will assist the top level management of hotel
to integrate system and communicate appropriately, ensures the functioning to be process centred so
that unexpected variations can be resolved in the best possible manner. Further, this method helps
management in focusing on continual improvement within the operations so that loopholes and
obstacles can be addressed appropriately.
While on the other hand, six sigma is the data driven approach that helps in eliminating defects
from manufacturing to transactional and from product to services. By the means of this approach,
managerial level people of Rose & Crown Hotel can easily define, measure, analyse, improve and
control the problems and issues (Cronholm and Salomonson, 2014). The main benefit of using this
approach can be seen in the communication process of the hotel as they improve significantly by the
means of the method.
Lastly, quality circle is considered as the suitable tool which focuses on improving the level of
quality management activities within the organisation. However, under this group people are assigned
to meet the expectations of quality standard in reliable manner. Further, monitoring of each activities is
carried out on routine basis so that risks and uncertainties can identified and potential measures can be
implemented.
Furthermore, the approaches defined by Deming, Juran and Crosby can be used by the top level
management of Rose and Crown Hotel in order to enhance the level of quality within the services
offered to the customers. However, as per the view of point of Deming, cited firm should focus on total
quality management. It is the duty of senior managers to design quality products and services that
customers and the similarly develop the processes and systems that can reduce the waste and increase
the quality of the offered services. Furthermore, Deming model of quality always focuses on technical
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approach towards the quality of business so that step by step each activity can enhance the level of
quality. Further, management is responsible for maintaining and enhancing the quality within the
business. However, cited hotel is facing several issues regarding the quality in different department
thus, it is important for the management to involve manager of each department and provide them
appropriate guidance regarding how to improve the functioning so that higher quality can be achieved.
While Juran focused on three vital prospects of quality that consist of planning, control and
improvement. Herein, Rose and Crown hotel management should undertakes quality planning because
it will help in building an awareness of the need to improve and accordingly defining the goals.
Whereas, quality control will assist in developing the ways of testing the efficiency and effectiveness of
the services designed to offer to the customers of cited hotel. Lastly, constantly focusing on
improvements will lead to develop the environment of quality within the hotel which leads to enhance
customer satisfaction. Further, as per the quality of model of Juran, customer’s expectations are the
most important aspect for the Hotel and it is essential to enhance the quality standard as per the
expectations so satisfaction level can be achieved. However, management of hotel has to understand
that customers are at each stage of product life cycle i.e. it is important to give them adequate amount
of attention.
However, according to Crosby, there are four absolutes of quality management which are
essential for the cited firm for conformity that are: quality is defined as the assurance to standards,
developing system for quality preventions etc. Henceforth, through the means of all these approaches
top level management of Rose and Crown Hotel can easily enhance the quality standard and generate
desired results and outcomes in near future. Therefore, it is important for the top level management of
Rose and Crown Hotel to ensure that they abide all the standards while carrying out the functioning so
that quality within each activity can be maintained as well as enhanced. By the means of this, hotel can
easily satisfy varied expectations and needs of the customers which directly leads to a quality services.
Further, following standards will assist in enhancing the performance of employees which leads to
develop quality of culture.
1.4
All the techniques of quality management have different impact on the functioning of business.
However, in the context they differ from one another but are time tested tools to enhance the quality of
products and services.
TQM Six Sigma
TQM delivers superior quality of goods Six sigma generate desired results
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TQM involves designing and developing of new
systems and processes and ensures effective
coordination amount various departments (Bell
and et. al, 2005).
Six sigma is considered as the newer concept
than the TQM but not exactly the replacement.
The basics of both the approaches differs from
one another as they are quality improvement
system and attempts to reduce the defective
process and poor services within the organisation
while enhancing the customer satisfaction
Six Sigma incorporates many small changes in
the system to ensure appropriate results and
better customer satisfaction (Wang, 2012).
TASK 2
2.1
In general, customer satisfaction is the biggest tool through the means of which companies
irrespective to their sector can attain desired growth and sustainability. Operating in Hospitality
industry it becomes more crucial for the management of Rose and Crown Hotel to make sure that they
offer improved quality of services in order to attain customer satisfaction (Fitzsimmons and
Fitzsimmons, 2000). For the cited firm, customer satisfaction can be rate at which they are attracting
repeat customers in the hotel. However, in regard to enhance the level of customer satisfaction it is
essential for the top level management to enhance the skills and abilities of employees so that they can
provide quality of services to customers and enhance the experience of staying at hotel. Furthermore,
advantage of improved customer satisfaction will assist in making the point of differentiation for the
Rose and Crown Hotel from its rivals. Along with thus, attaining customer satisfaction leads to reduce
negative word of mouth from the service users. While on the other hand, higher customer satisfaction
will lead to increase pressure on the employees and of they are unable to deliver what is expected from
them than it could affect the functioning of cited hotel negatively. Along with this, customer
satisfaction leads to enhance the expectations of customers and if hotel is unable to deliver the services
than it will encourage customers to switch to another hotel. Henceforth, it is important for cited firm to
enhance the level of customer satisfaction so that it can attain growth and long term sustainability in
highly competitive market.
2.2
Looking at the present condition of the market, constant improvement has become the integral
part of the firm. However, it is one of the major aspect in the functioning of business and make direct
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positive impact on the achievement of corporate aim and objectives (Bashouri, 2014). Operating in
hotel industry it is necessary for the top level management of Rose and Crown Hotel to focus on
constant improvement because through the help of this only hotel can meet changing needs and wants
of customers. With constantly changing environment and trends it has become essential for the small
scale hotels to modify their services and offerings so that they can retain existing and attract new
customers as well as maintain their position in such competitive environment. There are several
benefits that cited hotel can attain through continuous improvements:
 Satisfying the changing needs and wants of customers effectively.
 Maintaining competitive edge within the target market.
 Attracting larger pool of audience
 Enhance market share.
 Betterment of internal and external functioning of business,
 Meeting the expectations of associated stakeholders.
Along with this, there are few more quality model that management of Rose and Crown Hotel
can undertake in order to enhance the performance standards of the business enterprise as per the
expectations:
PDCA model:
The plan-do-check-act cycle is a four step model which assist in carrying out change in
effective and efficient manner. However, it is a major model for continuous improvement. According to
the present given scenario, top level management of Rose and Crown Hotel should plan as per the
changing needs and wants of customers so that strategies and tactics can be developed appropriately.
Once the strategies are framed it is important to implement them in better way thus, the second stage of
PDCA model helps in doing or implementing the strategies. Further, in the third step management of
hotel as to carry out formal and informal assessments on the continuous basis so that required change
can be identified and accordingly framed strategies can be executed to generate the best possible
outcomes. Lastly, all the modifications made are test on the basis of standards so that desired results
and outcomes can be generated.
2.3
Looking at the present functioning of Rose and Crown Hotel, firm is facing several internal
issues which are affecting the entire course of business operation and creating hindrance in achieving
desired results and outcomes. The term, value added can be defined as the method in which service
providing firm little extra to the customers at the same price. Furthermore, through the help of
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continuous improvement, hotel enhance its working environment as well as employees can be
motivated as well as encouraged to provide quality of services to the customers and attain higher level
of satisfaction (Rothstein and Burke, 2010). Through the means of cited hotel can easily raise benefits
for the customers, minimize the costs, reduce waste and saves the time of delivery. Apart from this, it
can add value by allocating the available resources in the best suitable manner and help in minimizing
the additional costs for attaining customer satisfaction. Most importantly, constant improvement helps
in bringing change or modifications within the cited Hotel in any situation and can lead to generate
desired positive outcomes.
2.4
Customers are the one who are responsible for the successful run of business enterprise. Thus, it
is essential for the senior management of Rose and Crown Hotel to provide accurate and detailed
information all the customers so that loyalty factor can be achieved. However, it is the duty of
marketing manager to make sure that he/she undertakes the suitable and reliable approaches through
the help of which large number of audience can be targeted and wide range of accurate information can
be presented to the people so that they can be influenced fairly to acquire the services of Rose and
Crown Hotel (Wiele, 2006). In addition to it, with trends of marketing, manager of Hotel should use
both traditional and social media marketing in order to share correct information to the target market
and generate demand for the services. Along with this marketing manager has to provide the proper
timings for Check in and check out so the customers get to know about the policies of the hotel. In
addition to it. Showing the price list of different categories of the rooms available to the customers will
help in marketing the different portfolios of the hotel as well as attract the customers in making
appropriate package as per their suitability. Thus, it can lead to generate demand for the services of
hotel and help in achieving long term growth and sustainability.
TASK 3
3.1
There are different methods or approaches through the means of which quality management
within Hilton hotel can be measured such as: Industry standards: It is considered as the most commonly used approach by the senior
management of Hilton hotel in order to compare actual performance of business with industry
standard so that they can evaluate the overall position of the Hilton within the hospitality sector. Benchmarking: It is another method in which management of Hilton set certain benchmark and
encourage or motivate employees to enhance their skills and abilities to achieve the set
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benchmark and generate desired results for Hilton in such competitive market (Armistead and
Clark, 2004). This can be done on department basis, however, setting benchmark for each
department will encourage employees to work effectively and achieve the departmental targets.
All the departments achieving successful results will help in achieving desired outcomes for the
entire course of Hilton and maintain its position in such a competitive market.
 Competitors: Operating in hospitality industry there are several competitors that Hilton has to
compete with. However, they can be the most feasible tool for analysing and evaluating the
performance of business (Ellis and Castle, 2010). Comparing the performance with competitors
can assist in understand the strengths and weaknesses of the firm and provide them suitable
platform to modify or improve the performance so that desired results and outcomes can be
generated.
3.2
Survey in general is defined as the most suitable method of gathering wide range of reliable
information about/on the topic. As per the current study, quality management is considered as the
significant tool in achieving customer satisfaction. By the means of survey it has been evaluated that
there are several authors and scholars that illustrates that, it is the duty of senior authority of the hotel to
ensure quality management within the functioning so that can enhance customer loyalty and
commitment of large audience and develop suitable customer base for future contingency (Cowan and
Anthony, 2008). On the other hand, non-user surveys are also helpful in providing valuable and wide
range information regarding hospitality sector but not specific as from the user survey methodology.
3.3
In order to increase the participation within the presented group, different method can be
undertake by the top level management Hilton Hotel. However, one to one interaction can be one of the
method for which, front line manager can organise meeting with its subordinate and listen him/her
properly and motivate them in order to carry out best in them. Along with this, it can be suitable
platform for the employees at whom they can provide feedbacks and reviews about the current
functioning and if required front line manager can takes actions and bring the change within entire
operations of Hilton (Kumar and Kumar, 2008).
Along with this, suggestion scheme can be another approach through the help of which
involvement or participation of employees of each level can be enhanced by the management. Under
this scheme employee working in each department of Hilton can provide its valuable perception and
ideas for improvement so that desired quality can be maintained at each level of Hilton Hotel.
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3.4
Covered in PPT
TASK 4
4.1
In general, self assessment refers to internal audit that management undertakes for evaluating
and analysing the company's actual position. Looking at the given case, functional manager of Holiday
Inn can use the self assessment approach and compare company's performance on the basis of past
records and performances. However, by the means of this approach functional managers can easily
evaluate the actual position of Holiday Inn and if required potential measures can be applied to improve
the overall functioning (Brief History of Quality: how the concept of quality has evolved. 2014).
Furthermore, through self assessment, senior authority of Holiday Inn can easily indulge new strategies
and tactics so that areas and department which are lacking in giving the best outcome can start
generating feasible and reliable outcomes.
4.2
Importance of Communication and Record Keeping
Operating in such a competitive environment it is important for the management of Rose and
Crown Hotel to make sure that they offer quality of services to their customers and satisfy their diverse
expectations. Communication and record keeping of the most significant aspect that senior authority
has to carry out in effective and efficient manner (Ellis and Castle, 2010). Looking at the present
condition, top level management of Rose & Crown Hotel is facing major concern regarding the internal
communication between various departments. This affects the entire course of functioning and leads to
generates adverse results and outcomes (Cheng, 2007). On the other hand, record keeping in hotel
industry is of great importance. There are certain laws and regulations according to which hotel have to
record all the information regarding guest or clients and then provide the rooms. However, record
keeping is useful for security as well as for the long term relationship with the customers.
Importance of Communication
 There are several significances of communication which are as follows:
 Helps in developing better relationship with external and internal stakeholders.
 Allocating the work or tasks in the best suitable manner.
 Proper communication leads to decreasing of issues, obstacles or hindrance
 Assist in bring change in appropriate manner.
 However, in hospitality sector communication system are crucial to the success of organisation.
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Importance of Record Keeping
There are several significances of record keeping which are as follows:
 Effective record keeping helps manager of Rose and Crown Hotel in finding and sharing
information of the need easily.
 It ensures that information can be trusted.
 Helps in making sound decisions.
 Assist in developing potential measures for the risks and uncertainties.
 It supports long term accountability and sustainability.
4.3
In context to hospitality industry, there are several guidelines that are compulsory for the
organisation operating in it to follow so that the carry out their business activities within the legal
boundaries of the country (Accuracy of Quality Assurance. 2012). In the hotel industry, feedbacks and
review are the two most important guidelines that helps in providing effective execution of quality
scheme indulged by Holiday Inn. Further, by the means of total quality management scheme entire
functioning of Holiday Inn can be enhanced and desired results and outcomes can be generated in
context to sustainability and economically. In addition to this, different guidelines such as record
keeping mechanism, implementation of policies etc. are some of the major guidelines that holds the key
to success of Holiday Inn in such a competitive environment of working. Thus, it is important for the
management of cited firm to follow all the guidelines appropriately and promote them at each level so
that activities can be carried out in ethical manner.
4.4
Enclosed in ppt
CONCLUSION
In conclusion to the above report it has been evaluated that, quality management play crucial
role for the companies operating in hospitality sector. However, researcher has focused on three
different organisations within the report and all of them are recommended to indulge quality
management within their strategic approach so that desired quality of services can be improved and
customer satisfaction can be achieved.
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