Quality Management in Rose and Crown Hotel: A Detailed Report

This report provides a comprehensive overview of quality management principles and their practical application within the context of the Rose and Crown Hotel, a 3-star establishment. It begins by defining quality in terms of both business and service provision, emphasizing customer satisfaction as ...Read More

QUALITY
MANAGEMENT
1

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Definition of quality in terms of business and service provision..........................................4
1.2 Role of quality control and assurance in inspection and assurance processes in hotel's
quality management.....................................................................................................................5
1.3 Various approaches of quality management and applying them to find appropriate solution
.....................................................................................................................................................5
1.4 Similarities and difference in Feigenbaum, Juran and Deming approach ............................6
Feigenbaum,.................................................................................................................................6
Juran ............................................................................................................................................6
Deming ......................................................................................................................................6
TASK 2............................................................................................................................................7
2.1 Discussing the meaning of customer satisfaction .................................................................7
2.2 Meaning of continuous improvement....................................................................................7
2.3 Type of added value to be gained through continuous improvement process.......................8
2.4 Types of information available to customers and importance given to effective marketing 8
TASK 3............................................................................................................................................9
3.1 Explaining how quality management can be measured.........................................................9
3.2 Benefits of user and non user survey in fulfilling customers needs ...................................10
3.3 Different methods of consultation involved in one quality scheme to encourage
participation of under-represented groups. ...............................................................................10
3.4 Identifying the value of complaint procedures....................................................................11
TASK 4..........................................................................................................................................11
4.1 Role of self assessment to determine organization current state of health .........................11
4.2 An evaluation of the importance of communication and record keeping............................12
4.3 Showing how guidelines should be followed on the stages of staff consultation necessary
for effective implementation of quality scheme........................................................................12
4.4 New systems or modification to existing system to improve the service quality................12
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14
2

INTRODUCTION
Quality management is a process that assures that a products and services offered by
company are consistent. It further involve various step that facilitate in checking all functions and
task required to keep up with required level of expertise and excellence. Quality management
deals with four key components, quality planning, controlling, assurance and improvement
(Harris, 2013). . It further takes into account the concept of total quality management which help
in assuring pro longed success through meeting customer expectations. In this report various
aspects of quality management will be studied. The report is focused on implication of quality
management in Rose and Crown hotel. It is self-reliant, 3 star hotel having around 100 rooms
situated on the outer areas of city in Midland. In this report various approaches used to improve
quality management will be explained. Further, the value of complaint procedures will be
identified. Also, discussion will be provided on continuous improvement and customer
satisfaction.
TASK 1
1.1 Definition of quality in terms of business and service provision
Quality is nothing but customer satisfaction. The quality refers to those attributes of
products and services that are important for customers and valued by them. The quality of an
offering is evaluated by customers (Kientz, Arriaga and Abowd, 2009) . As per the business
provision, quality is determined on the basis of how fit is product for performing its supposed
purpose. In addition to this, it must provide value to customer for the price paid. The quality of
product or service should conform with the specification provided by manufacturer. The major
products offered by Rose and Crown are, accommodation, food and beverage etc. Therefore,
quality of these products depends upon the satisfaction level of customers after using them.
Thereafter, quality as per service provision depends upon the skills of service provider (Higman,
2013). It refers to efficiency of employees, processes and work environment of hotel that further
help in meeting the needs of customers in best manner. In order to ensure consistency in its
service quality, company should check it must have courageous and prompt staff. They further
help hotel in responding to the customers need and meeting the provided specifications.
3

1.2 Role of quality control and assurance in inspection and assurance processes in hotel's quality
management
Quality control is systematic process that involves over checking all the activities and
processes so as to ensure that product and service meet the industry quality benchmarks. Quality
control help in ensuring the consistency in products and services. According to ISO 9000, quality
control is a viable component of quality management that is centered on attaining the quality
needs of company (Zeithaml, 2010). Further quality assurance means taking preventive steps to
avoid mistakes while offering services to consumers. Therefore, quality control help Rose and
Crown in conforming with the quality of services while quality assurance is procedure of
administrating for quality. With the help of quality control and assurance system, hotel can
identify the loopholes in its services that can impact its brand image (Laframboise, 2009)..
Therefore, corrective measures can be taken on time. The quality control will assist management
in focusing on operational areas, atmosphere in hotel, quality of food and accommodations
offered to guest etc. Likewise, with the aid of quality assurance, management can check the
efficiency, interpersonal skills and capabilities of its staff members. Therefore, management can
set quality benchmark and perform various task accordingly.
1.3 Various approaches of quality management and applying them to find appropriate solution
The different approaches that can be applied by Rose and Crown hotel to ensure quality
management in order to sustain its brand image are explained as follows:
 Deming's Philosophical approach: According to this approach, quality is sustained and
reinforced when managers, executives and all the human resources of organization
dedicate themselves to serve in best interest of customers and ensuring consistent
consumer satisfaction by upgrading the quality on a constant basis (Go and Govers, 2000).
. As per this approach, superior quality results into maximum productivity and
profitability. The approach focus on key principle of ensuring joy and pride at workplace.
Deming further provided 14 principles that must be considered by top management in
order to meet the quality standards. They are illustrated below:
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 Dr. Armand Feigenbaum Approach: It is based on the concept of total quality control.
As per this approach, quality must be treated ad a key business strategy to ensure
efficiency of organization (Sallis, 2014). It further states that quality must cover all the
areas of business. It further states that concept of quality within a business must be
excellence directed and not focused on shortcomings.
 Dr Joseph M Juran Approach: As per this approach, the quality of company depends
upon the satisfaction or dissatisfaction level of customers after using its product or
services. Thereafter, quality can be managed through proper planning, controlling and
constant improvement (Schuuranman, 2003).
1.4 Similarities and difference in Feigenbaum, Juran and Deming approach
Feigenbaum, Juran Deming
Dissimilarities Dissimilarities Dissimilarities
5
Illustration 1: Demin Approach
(Source: Metri, 2006)

 As per it the quality
depends upon the
satisfaction level of
customers. It emphasis on quality
leadership, upgraded
techniques and
commitment (Shaniel
Davrajh and Glen
Bright, 2010).
 It states the quality of
product depends upon
its fitness for use.
 It focuses on quality
measurement through
various control
processes
 It states that quality can
be attained by ensuring
continuous
improvement in
offering.
 It emphasis on
statistical tools and
systems.
Similarities
 Management along
with all the employees
are responsible for
quality The prime
consideration is on
quality of work.
Similarities
 Management is
responsible for quality
of offerings.
 The focus on improving
the quality of products
and services (Oliver,
2009).

Similarities
 Management is
liable for ensuring
quality of products
and services (Go
and Govers,
2000). .
 The consideration
is on improving the
overall quality to
meet the industry
benchmarks.
TASK 2
2.1 Discussing the meaning of customer satisfaction
Customers are those individuals or groups that can be impacted by the organization's
offerings or functioning. A satisfied customer is most valuable asset for the company. The
customer satisfaction is a criterion that determines how the services and goods offered by business
conform with the anticipations and desires of customers. Therefore, success of organization
depends upon large extent on the customer satisfaction criteria. Customer satisfaction also relies
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on features of products and its exemption from defects (Oliver, 2009).. In this respect,
management of Rose and Crown hotel can ensure its hospitality services are prompt and friendly.
Thereafter, freedom from defects can be estimated through improved satisfaction level of guest
and reduced level of complaints. Therefore, customer satisfaction will increase the sales and
revenue of hotel and will help in building positive image of entity in market. It will further assist
in inculcating brand loyalty among customers and ensuring repetitive purchase from them (Nock,
Prinstein and Sterba, 2009).
2.2 Meaning of continuous improvement
Continuous improvement refers to consistent efforts made by business to amend its goods,
services and operations. The continuous improvement assures the long term success and
sustainability of organization in competitive market. It further leads to growth and development of
business (Shaniel Davrajh and Glen Bright, 2010). Thereafter, continuous improvement help in
meeting the expectations of customers and ensuring their maximum satisfaction. The Rose and
Crown hotel can adopt Kaizen philosophy which assist in constant up gradation of business
functions by making effective use of employee creative ideas. It further help in ensuring
flexibility in operations so that viable changes can be made as per business environment and
needs. To attain continuous improvement, Rose and Crown can adopt various process like,
feedback from customers, market survey, R&D, brainstorming sessions that brings innovative
business ideas from employees etc (Wilson, 2001). Thereafter, customer needs can be identified
on constant basis so changes can be done in services and constant improvement can be ensured.
2.3 Type of added value to be gained through continuous improvement process
The continuous improvement help in reducing the operational cost, improving the sales
and productivity (Bright, 2013). It further improves the performance of Rose and Crown in
prevailing competitive market. The continuous improvement also add value to business in various
aspects which are explained as follows:
 Lower cost: For ensuring continuous improvement various technical up gradations are
done. The traditional technology are replaced with new and innovative one. The new
technology further reduces the level of defects which further minimizes the cost of
production.
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 Reduced waste: The constant improvement involves constant inspection of business
functions. With this aspect, business can continuously upgrade its procedures that help in
minimizing waste. For instance, Rose and Crown use constant improvement approach to
improve its food and beverage quality. This further helped in reducing the food wastage
done by customers (Nock, Prinstein and Sterba, 2009).
 Customer loyalty: In order to ensure constant improvement, management of hotel
identifies the needs and preferences of customers and make changes in its services.
Therefore, customers feel valued and thus its develops brand loyalty among them.
2.4 Types of information available to customers and importance given to effective marketing
There are large number of information available to customers at negligible cost to ensure
convenience of guest. By making accessible the important information, management of Rose and
Crown can enhance the satisfaction level of its guest. The hotel focus on principle that,'' informed
customer is happy customer always.” The various types of information available to customers is
as follows:
 Opening time: It refers to timing for which service are available for its customers. Rose
and Crown is open all days from 6:00 am to 12:pm.
 Location: It states the geographical position of hotel and its various branches. For instance
hotel is situated at outskirts of city in Midlands. It further highlights the important
landmarks that help customer in locating the hotel. Like, cited hotel is located near
motorway (Understanding operations management, 2013).
 Promotional offers: Company provide attractive discounts and offers to induce customers
to avail the services of hotel. Special discounts are offered in off seasons to maintain
consistency in sales and revenue.
 Prices: The customer must be informed about the prices of accommodation and other
services including various tax, hidden charges etc.
Furthermore, aforementioned are important information that must be provided by company to its
customers (Schuuranman, 2003). To provide them company can adopt attractive marketing modes
like, advertisement on television, magazines, information on official website, social media etc.
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TASK 3
3.1 Explaining how quality management can be measured
Following are the ways through which quality of services can be measured by the
management of hotel.
 Statistical Process control charts: It is important tool that uses six sigma technique and
other statistical methods to administer and control various functions to attain superior
quality. It further help in reducing defects in products and processes (Sallis, 2014). SPC
monitors and control various process to check it work as per its maximum potential. SPC
highlights the causes for variations in functions.
 TQM: It is a statistical approach that help management in modifying its quality with the
constant feedback from various internal and external customers (Harris, 2013). The main
elements of TQM are employee engagement, process excellence, customer centric
approach, continuous up gradation etc.
 Benchmarking: It is an effective tool that help Rose and Crown in offering services to its
guest according to the industry standards (Vivek and Nanda, 2005).
3.2 Benefits of user and non user survey in fulfilling customers needs
With the aid of several user and non user survey, management of hotel can identify various
reasons because of which certain customers like its services while others do not. On the basis of
these outcomes, company can upgrade its services to increase its customer base. In addition to
this, organization can use its strengths to overcome its weakness (Bright, 2013). The surveys also
help in identifying the needs of customers that can be fulfilled by hotel to enhance the satisfaction
level of its guest. Further, management of Rose and Crown can make innovation in its services
that further help in stimulating and converting non users into loyal customers. The surveys help
company in identifying the expectations, preferences and suggestions of its guest to make
constant improvement in its services (Nock, Prinstein and Sterba, 2009). It increases the
satisfaction level of customers which also results in enhancement in productivity and proficiency
of organization. The survey is done by hotel with the assistance of sales personnel, interactive
customer portals, reviewing brand page visit, increase or decrease in number of followers on
social sites etc.
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3.3 Different methods of consultation involved in one quality scheme to encourage participation
Consultation is a activity that assist in getting advice, guidance and expert views from
professionals in hospitality industry. Consultation assist in reaching at consensus decisions which
is fruitful for organization (Robson, 2010). It further help in increasing the involvement of various
individuals and groups that are important for business. The hotel consult its employees, suppliers
on various aspects to enhance their participation level. It further bring forth the creative ideas and
opinions of its employees. It further help company in ensuring stakeholders engagement. Rose
and Crown use following methods for encouraging participation of under-represented groups:
 Questionnaire: Different questions are asked from target groups to collect information
about its services, environment, their satisfaction level etc.
 Meetings: The one to one meetings with employees help management in their getting
suggestions on business issues (Oliver, 2009). The meetings help in knowing problems
faced by employees while working that should be resolved on time.
 Suggestion scheme: With this approach experts of hospitality, experienced employees and
loyal customers can give their creative suggestion that can be considered while working or
offering new services. It further help company in constant improvement.
3.4 Identifying the value of complaint procedures
Complaint process assist in determining the issues faced by guest while availing the
services offered by Rose and Crown (Sallis, 2014). Complaint procedure help in identifying the
deceitful activities faced by customers on time. Therefore, corrective actions can be taken by
management to avoid legal consequences. The complaint process help hotel in identifying various
loopholes that may result into serious destruction of companies goodwill. By going through the
complaint process, company can make changes in its services and process and meet the customer
expectation (Understanding operations management, 2013). Therefore, customers of Rose and
Crown can complain through direct emailing, telecommunications, official website etc. By
resolving the complaints on time company can maintain its brand image, customer loyalty and
ensure its proficiency in long run.
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TASK 4
4.1 Role of self assessment to determine organization current state of health
Self assessment help in determining the existing position of Rose and Crown in market. It
further help in determining the resources that are available to company that will help in achieving
the overall goals and objectives (Schuuranman, 2003). With the help of self-assessment approach,
management can find out its existing competencies and inefficiencies that have direct impact on
its performance. Therefore, self assessment help in taking proper actions on time so as prevent
negative impact on companies image and quality of its services. For instance, Rose and Crown
identified through self assessment that rooms were not clean on arrival of guest. In this respect,
housekeeping staff was changed and strict instructions were provided to them to meet the quality
standards. Therefore, it prevented the dissatisfaction among guest and helped in maintaining its 3
star hotel image (Oliver, 2009)..
4.2 An evaluation of the importance of communication and record keeping
Communication is process that help various members of Holiday Inn in exchanging the
crucial information, creative thoughts, suggestion and problems. It is an important tool that help
company in ensuring satisfaction among workforce (Bright, 2013). With the help of sound
communication positive work environment can be developed as members can express their
feelings, opinion and issues. It further help in developing sound interpersonal relationship within
the enterprise. Thereafter, with the help of effective communication strong relationship can be
developed with customers and their needs and wants can be identified easily. The record-keeping
help business in keeping track of its past performance, customer and employee data etc.
Therefore, with the help of record keeping can reach its loyal customers while offering new
services (Zeithaml, 2010). The business record also serve as evidence that activities of company
are ethical and lawful. For instance, record of payment of tax and duties etc. Holiday Inn keeps
record of its employee in order to manage its human inventory. For instance, the record show
number of employee retiring in 2016 therefore, company can hire new employee in place of old
ones.
4.3 Showing how guidelines should be followed on the stages of staff consultation
Quality management within hospitality organisation can be improved with an assistance of
diverse guidelines in regard to quality scheme. In other aspect, it can be asserted that there are few
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guidelines that can be followed by company at the stage of staff consultation. In the support of
this, it is essential for managers to have proper interaction with its employees so that issues can be
identified in appropriate manner (Briggs, Sutherland and Drummond, 2007). Regular feedback
process can be designed from the authorities so that business can accomplish operational activities
in most suitable manner. Other than this, various communication channels can be used by
hospitality organization in order to identify key needs of staff.
4.4 New systems or modification to existing system to improve the service quality
In order to have effective developments in context to quality the management of Holiday
Inn can focus on adaptation of new systems. Moreover, few changes can also be made in regard
to improve the quality of the services (Wilson, 2001). In this respect, various quality standards can
be set out so that business operations can be accomplished in appropriate manner. Other than this,
company can also concentrate on the effective designing of training and development plan so that
employees can understand the significance of quality management. Various technological tools
can also be adopted to ensure that the quality standards well maintained such as CCTV and
computerized monitoring system (Schuuranman, 2003).
CONCLUSION
From the above report, it can be concluded that success of organization depends upon the
quality of its products and services. With the help of quality control consistency is ensured in the
services offered by Rose and Crown. For quality management company can consider approaches
like, Feigenabaum, Juran and Deming. Thereafter, self assessment help business in identifying
the loopholes and assist in taking corrective actions. Also, consultation process help management
of Rose and Crown to make sound business judgments.
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REFERENCES
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– 138.
Go, M. F and Govers, R., 2000. Integrated quality management for tourist destinations: a
European perspective on achieving competitiveness. Tourism Management. 21. pp. 79-
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Harris, A., 2013. Effective subject leadership in secondary schools: A handbook of staff
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managers on implementing new standards. Earthscan.
Kientz, J. A., Arriaga, R. I. and Abowd, G. D., 2009. Baby steps: evaluation of a system to
support record-keeping for parents of young children. In Proceedings of the SIGCHI
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Laframboise, K., 2009. The Quality Management Situation An Introduction. The Global Business
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adolescents and young adults. Journal of abnormal psychology. 118(4). p.816.
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Sallis, E., 2014. Total quality management in education. Routledge.
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Wilson, P., 2001. Root Cause Analysis: A Tool for Total Quality Management. ASQ Quality
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Zeithaml, A. V., 2010. Delivering Quality Service. Simon and Schuster.Bhadury, B., 2000. The
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