Quality management can be defined as an act which looks over all the business activities in order to achieve desired excellence. In this context, it is very essential to develop plan for managing quality so as to ensure that customers are being treated or are being delivered quality services. In hospitality industry, it is very important to deliver quality services for that there are many aspects on which they need to focus like food, cleanliness, etc. (Ovretveit, 2000). The present report is about Rose and Crown which is a three star hotel located at Midlands. This report covers different approaches to quality management which would be appropriate for the commercial operations. Further, it covers the benefits of quality management in context of business and service industries. Lastly, it also includes different principles involved in quality management in order to improve the performance of Rose and Crown.
1.1 Definition of quality in terms of business and services provision
Main aim of business is to attract more and more customers so as to gain maximum profit. In this context, it is very important to provide customers with the quality services through which organization would be able to achieve their desired goals and objectives. Providing quality develops trust and confidence among customers (Sallis, 2014). It helps firm to develop goodwill and also helps in attracting new customers. In accordance with the case, there are many aspects in hospitality industry in which they have to provide their customers with the quality services.
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There are mainly five aspects through which quality could be described for both in terms of services provision and business:
- Production: It is focused on fulfilling the needs and wants of customers and it is very important that quality provided to them should be maintained (Evans and Lindsay, 2012).
- Checking: Products or services provided to the customers are being delivered correctly or not.
- Controlling quality: It focuses on maintaining standards related to products or services which are delivered.
- Management of quality: In this context, it is very essential for the firms to develop an effective plan through which they would be able to provide quality services to their customers.
- Assurance of quality: Assurance can be defined as to gain confidence of customers towards the products or services provided to them (Lorenzi and Riley, 2013).
Being a hotel, it is very important for Rose and Crown to focus on all the aspects through which they could maintain their quality. There are 100 bedrooms and for each bedroom, it is very essential for the management to look after its cleanliness. In addition to this, food which they provide should be healthy and hygienic. There are few aspects through which Rose and Crown can maintain and provide their customers with the quality services.
1.2 Role of quality control and quality assurance in inspection and assurance processes
Inspection and assurance process is very important for Rose and Crown as it would help firm to know the areas in which they lack. Further, it would help them to know whether they are able to satisfy their customers effectively or not (Zwetsloot and et.al., 2010). In accordance with the given case, hotel management has been getting frequent complaints and it is also affecting their sales. One of the main reasons for such loss is related to lack of inspection and assurance process. Following are the ways through which firm would be able to inspect and assure their services effectively. These are:
- Firstly, organization should understand and monitor all the areas in which they were getting complaints. They should monitor and inspect those areas so that they could improve their quality (Dale and et al., 2001). Assurance and inspection would help to identify appropriate steps through which they would be able to improve their quality.
- Quality would be appreciable when firm would be able to provide proper satisfaction to their customers. When, customers would be satisfied, then it would increase the sales and also attract more and more customers.
- In this context, organization should follow total quality management as it would help them to identify all the areas in which they would be able to understand the issues or problems which they would have been facing related to quality (Feigenbaum, 2002).
- Inspection and assurance would also help in determining the performance level of employees. There are many issues related to the turnover of employees. This process would help in understanding the issues faced by employees and after that, providing them proper ways in order to overcome from such issues.
1.3 Identifying different approaches and applying them to solve issues
In accordance with the case, it is very important for the management of Rose and Crown to provide quality services to their customers. In the context of quality, there are many models given by different people with the help of which hotel management would be able to take appropriate steps to overcome quality related issues or problems (Pun, 2001). With respect to this, total quality management would help firm to cover all the important aspects through which they would be able to achieve their desired goals and objectives. Below given is the model which could be used by Rose and Crown in order to solve their issues:
Total quality management model: This model was given by Malcolm Baldrige. It would be helpful for the organization to focus on five important areas in which they would be able to solve their issues.
Those five areas are as follows:
Customer focus: It is very essential to understand the requirements of customers and accordingly, providing them services which would satisfy them (Total Quality Management, 2013). When, management would satisfy their customers, then they would be able to attract more and more customers.
Total participation: This would be helpful in identifying the areas in which employees lack and accordingly, they could be provided with training so as to deliver their customers with the quality services.
Planning process: In order to adopt any kind of strategy or technique, planning is very important. Planning would help in developing an effective path through which organization would be able to achieve their goals and objectives (Yusof and Aspinwall, 2000).
Process management: It is very important for the management to ensure systematic sequence of processes at the time of improving quality. This would help them in identifying appropriate steps which would help in improving quality of each area.
Process improvement: All the changes which are to be done should be implemented only after proper analysis (Zhang, 2000). This way Rose and Crown would be able to satisfy their customers with the quality services.
One more model on total quality management which was given by Edwards W. Deming. According to Deming there are five principles which can be used in order to improve the quality of services provided in Rose and Crown.
- Firm should focus on reducing errors when they provide their services to customers.
- Focusing on improving the efficiency of employees in all departments (Zink, 2012).
- Adopting innovation and using new technology so as to provide better services to customers.
- Providing proper training to employees so that they could enhance their skills and work with full efficiency.
- Frequently measuring customer's satisfaction level.
1.4 Similarities and differences between different models
Both the above given model are different but are similar in some of the ways. Following are the differences and similarities of models given be Malcolm Baldrige and Edwards W. Deming:
Edwards W. Deming
Goals of these models
Understanding customers needs and wants.
Fulfilling all the requirements of customers.
Term quality for each model
Quality can be attained when customers would be satisfied.
Quality is providing customers with heath related protection.
Customers importance needed for maintaining standards
Very important in this model
It is essential at each level.
Responsible entity for looking after quality of services?
Importance of providing training to employees
Essential for workers as well as managers
Essential for workers as well as managers
Orientation towards quality
From the above two models it can be stated that total quality management is very helpful in looking after all the areas through which organization would be able to satisfy their customers. It would also help the firm in attracting more and more customers and in increasing growth.
2.1 Discussion on customers satisfaction
Customers satisfaction can defined as a state in which they achieve everything which they desired for. In context with the case, its is very important for Rose and Crown to provide satisfying room services, hygienic food, etc. so that customers could be satisfied. When a customer thinks of staying in a hotel, then also perceive the services which they would expect for hotel in which they would stay. This perception is developed depending upon the promises which the firm does through advertisements. Customers feel satisfaction when the required product or services provides all the thing and with high quality. In this context, organization can conduct surveys and researchers through which they would get to know the satisfaction level of customers. There research and surveys would help them in determining the areas in which they lack in providing satisfaction. With this respect, they could develop steps with the help of which they would be able to make improvements in the areas in which they lack.
According to given case, Rose and Crown are not able to satisfy their customers effectively. As it is given in the case scenario that customers complaints were increasing rapidly. In addition to this, employees turnover was also high. Form this it could be stated that it is very essential for management to look after the employee's training and retention of customers so that they could be able to gain profit. Moreover, they would be able to satisfy their customers effectively and efficiently.
2.2 Meaning of continuous improvement
Continuous improvement can be defined as an ongoing effort so as to improve the services or product delivered to customers. In other words, it is to strive continuous toward the betterment of product or services. In order to do this, it is very essential foe the management to develop continuous report or data should be collected continuously so that improvement could be measured and accordingly appropriate steps could be taken so make improvements (Sudit, 2012). In accordance with the case, Rose and Crown should be able identify the areas in which they lack and this the way through which they would be able to make improvements. Changes are made in small scale and are done slowly. At large scale changes are not done as it may have negative impact over the firm. It helps in reducing issues and problems and also help in satisfying customers effectively. Further, management would be able to determine issues and to take appropriate steps through which they would be able to solve them. In order to make improvement, it is very important dot eh employees or the team to work together or coordinate so as to make improvements or changes. Employees have to determine each and every steps taken by them and have to understand the areas which may need improvement and then they have to take appropriate steps to overcome them.
For Rose and Crown continuous improvement would be helpful but only when they monitor all the functions properly and should be able to understand the issues and them they should make the changes.
2.3 Added values to be gained through continuous improvement
Added value services can be defined as the additional services which are provided before the product or services is being delivered to customers. In this context, there are different types of added values, which are as follows:
- Quality added value: There are the additional services which are being demanded by the customers. More specifically these are the things which helps in improving the health of the service receiver. In hospitality sector, when food is provided to customers, then there are different types of additional services demand by customers which has to be added to the requested food.
- Environmental added value: According to this added value, employees focus taking appropriate steps so as to protect environment. In a hotel huge amount of food is being wasted and employees take proper steps to reduce the waste. There can also help the environment by making use of fuel systematically.
- Cause related added value: This is the addition services done my businesses to help other people. There are firms which provide poor children by helping them in buying them book and by sponsoring money for their education.
- Cultural added value: According to this value services, organization supports any kind cultural aspects. This is done to meet the sensitivity and need of cultural groups.
2.4 Information made available to customers and importance of giving effective marketing
Customers are the main source through which organization get to know whether the firm is gain profit or incurring loss. It is very essential for organization to provide them with all the things which they require. In accordance with the case marketing plays an important role in attracting customers. Mostly, hotels use their official web page, other social websites and emails so as to provide their customers information regarding the services which they provide to their customers. When service users are offered special offers like discounts, additional services in same cost, etc. it is very important for management to make use of promotional tools so that they could provide their customers with adequate information (Baronienė and Neverauskas, 2015). It is very essential for Rose and Crown to prove their customers regarding the tariff of room and cost of the food from each meal. This would be helpful in knowing the requirement of the customers. It would also help in making changes on their services according to customers requirements. Providing customers information shows respect and shows how important customers are for organization. Thus, it can be stated that to provide information use of promotional tools are very important so that customers could be attracted and it also helps in the firm to show respect and importance to customers (Mellat-Parast, 2013).
3.1 Role of self-assessment
Self-assessment is very essential for the organization to know whether the growth for the firm. Further, it would also help to know whether the firm is gaining profit or facing loss. In accordance with the case, it is very important for management of Holiday Inn to monitor their employees so that they get to know the areas in which they lack (Sun, Matsui and Yin, 2012). These employees could be provided with proper training so that they could improve and could work with full efficiency. In hospitality sector, employees are the face of the organization so it very important for the management to provide them training so that they could understand their customers need and wants effectively and could satisfy them. Self-assessment report would help the firm to determine the areas in which they perform well. This would be helpful in working out to improve those areas in which they lack. These type of report should be developed on quarterly basis through which firm would get to know the improvements and also the areas which can be improved (Our Commitment to Quality, 2015). Coordination is the most important skills which is required in hospitality sector. Employees should be able to provide their customers better and improved services. Similarly, many other areas in which employees could be determined through self-assessment.
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3.2 Importance of communication and record keeping
In hospitality industry, communication skills are very essential to attract customers to provide them adequate information and in conveying information to other subordinates. Further, communication are helpful in sharing ideas and in making other understand the issue and problems faced by employees (Baronienė and Neverauskas, 2015). In addition to this, communication is also helpful in providing better services to customers. It helps in knowing the whether the customer was satisfied or not. On the other hand, recording keep is very helpful in know the wants and requirement of customers. This is also helps in retention of customers. Services users could be provided with information by using their records and sending emails of various offers developed by the organization. One of the most important benefit through record keeping is that the firm could make regular customers to loyal customers. It becomes very easy to communicate with customers and in providing them all the information or the offers which they can make use of (Dong, Xu, and Wan, 2015). In order to get information of the customers is only possible if the services provided by the organization did provide them satisfaction. Information regarding the customers wants and needs could be easily accessed and it becomes easy to satisfy them.
3.3 Guidelines served on the stages of staff consultation
For all the organization to grow, it is very essential to exchange ideas and views so that changes could be made effectively. As employees work closely with customers so they know what all needs and requirements are demanded by the customers (Westgard, 2013). Management should consider suggestions given by employees as they would be able to understand their customers and in providing them services which would be helpful in satisfying them. For implementation of quality system management, communication and consultation from employees is very important. There are many improvements which can be done by the management so that customers could be satisfied. Customers would be able to make improvements in their services or products as employees would get to know the requirements of the customers and accordingly they would be able to develop schemes which would help in satisfying them (Zwetsloot and et.al., 2010). In this context, employees should be skilful and capable enough to understand their customers effectively and to provide management regarding the suggestions through which firm would gain profit.
3.4 New system to improve service quality
In order to improve their services organization could follow two main steps so as to improve the service quality. According to the case, it is very important for the management to understand the areas in which employees lack (Evans and Lindsay, 2012). Accordingly, they should be provided with proper training so that they could overcome those areas and provide satisfaction to their customers. Training would help in enhancing skills and in improving the efficiency level. This would also help in understand their customers more easily and in providing them services which would help to satisfy them. They should focus on hiring employees who would be highly skilled and knowledgeable. This would help the organization to reduce their expenses as skilful employee's require less training. Through this they would be able to improve the quality of services provided by the organization (Zhang, Linderman and Schroeder, 2012). Thus, it can be sated that, by following these two steps firm would be able improve their quality of services provided to customers.
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From this report, it can be articulated that in order to attract more and more customers it is very essential for provide their customers with quality services. It helps in making regular customers to loyal customers. Further, employees play important role in providing their management with appropriate suggestions through which they would be able to attract more and more customers. Moreover, continuous development is very essential for the firm to grow. In this context, firm should focus on making use of new innovations and updated technology so that they would be able to understand customers and in providing them quality services. Management should monitor their employees so that they could be provided with proper training for those areas in which they need improvement.
Books and Journals
- Ovretveit, J., 2000. Total quality management in European healthcare. International journal of health care quality assurance.
- Sallis, E., 2014. Total quality management in education. Routledge.
- Evans, J. and Lindsay, W., 2012. Managing for quality and performance excellence. Cengage Learning,
- Lorenzi, N. M. and Riley, R. T., 2013. Organizational aspects of health informatics: managing technological change. Springer Science & Business Media.
- Zwetsloot, M. J. I. G. and et.al., 2010. The organizational benefits of investing in workplace health. International Journal of Workplace Health Management.
- Dale, B. and et al., 2001. Total quality management and theory: an exploratory study of contribution. Total Quality Management.