Impact of Quality: Business Performance at Shangri-La Hotel Singapore

This report provides a comprehensive analysis of quality management at Shangri-La Hotel in Singapore, focusing on the impact of quality on business performance. It identifies Shangri-La Hotel as a luxury hotel offering various services such as spa, health club, room facilities, restaurants, and lounges, primarily targeting tourists, couples, and families, with a significant focus on Chinese consumers. The report uses David Garvin’s eight dimensions of quality (performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality) to assess product quality and the PZ&B five dimensions (tangibles, reliability, responsiveness, assurance, and empathy) to evaluate service quality. The analysis includes a market overview, identifying key customers, suppliers, and competitors like Marriott. The report concludes by highlighting the benefits of high-quality service, including increased profitability, enhanced brand image, and improved customer experience, emphasizing the importance of investing in quality management for sustained business success. The document is available on Desklib, a platform offering study tools and resources for students.

Quality Management

QUALITY MANAGEMENT 1
Question 1
A. Overview of Organisation
Name- Shangri-La Hotel is Luxury hotel and best hotel in Singapore.
Telephone - (65) 6737 3644
Address- 22 Orange Grove Road, 258350, Singapore
Email- [e-mail]
Website Address- http://www.shangri-la.com/singapore/shangrila/about/
It operates in hospitality industry as it offers the multiple numbers of services such as spa,
health club, room facilities, restaurants, and bar and lounges. It is world famous hotel and the
demand of it is also high that is why; it is selected to analyse its services (Shangri-La., 2018).
B. Market Analysis
Customers
Tourist, couples, and families are the main customer of the organisation. It offers the more
services to Chinese consumers across Asia and the world as these are main customer target of
the hotel.
Suppliers
The suppliers of the Shangri-la hotel are vendors, hotel brands, advertisers, and sponsor. It
provides the safety and healthy working conditions, use fair hiring practices and treat their
colleagues with respect and dignity. Amenities, Electrical appliances, decorated piece are the
other material that provided by the suppliers to the organisation.

QUALITY MANAGEMENT 2
Competitors
There are many hotels are established in Singapore that provide the similar services to
consumers such as
 Hyatt,
 Marriott
 Kempinski
Marriott is one of the hotels who operate in 72 countries with the 3800 properties. It also has
16 different hotel brands who grab the market. Shangri-La Hotel is mainly target the China
people for the services. The main offices of the hotel are located in China, and Mongolia.
Marriott gives the high competition in the terms of market segmentation that is why it is
selected for comparison.
C. Benefits of quality
Accessing product quality of Shangri-La Hotel
Performance Shangri-la Hotel provides the different
services to satisfy the visitor’s demands.
Features The hotel provide the room services in three
wings such as tower wing, garden wing and
valley wings
Reliability As per the consumer reviews, hotel provide
the memorable services.
Conformance The hotel achieves the many awards such as
TTG Travel, Stella Awards and many others.
These awards indicates the high standard

QUALITY MANAGEMENT 3
services of the hotel
Durability The research department collect the
complaints and review it. It takes less time to
attain the complaints.
Serviceability It takes maximum 30 minutes to attained the
consumer complaints and improve the
services
Aesthetics Spa, bard, resorts and restaurants of the hotel
are well organised
Perceived Quality It is rated by 5 stars for its services, and the
voted as the best hotel in the world.
Accessing service quality of Shangri-La Hotel
Tangible Rooms divided into three wings as per the
facilities such as tower wing, valley wing and
Garden wing. It has 792 luxury rooms and 11
restaurants. Spa, health club, resorts are also
build as per the modern equipment’s.
Service reliability Quick response of customer query
Fulfil the promises which are written in
online contracts.
Responsiveness It offers the different packages to entertain
the customer such as eastern fun, long stay
privileges and many others.

QUALITY MANAGEMENT 4
Assurance Employees are trained as per the
requirements to protect consumers
It use chemical free product and also perform
CSR activities to developed confidence
Empathy The hotel is working 24 hours as per
convenient to customers
Employees are always attentive to give
personal attention (Gravin, 2018).
Benefits
Organisation
High profit
Brand Image
Employees
Get bonuses or incentives
Get high pay scale (Dhar, 2015).
Customer
Gets good experience
Investment of money in an appropriate manner

QUALITY MANAGEMENT 5
References
Dhar, R. L. (2015). Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management, 46, 419-430.
Gravin, D. (2018). Competing on the Eight Dimensions of Quality. Retrieved from:
https://hbr.org/1987/11/competing-on-the-eight-dimensions-of-quality
Shangri-La. (2018). Your Shangri-La Story. Retrieved from:
http://www.shangri-la.com/singapore/shangrila/about/