Assignment Quality Management

Submitted by ANCA TEREZIA OANCEA

TASK 1............................................................................................................................................3

1.1.................................................................................................................................................3

1.2.................................................................................................................................................4

1.3.................................................................................................................................................5

1.4.................................................................................................................................................6

TASK 3............................................................................................................................................6

3.1.................................................................................................................................................6

3.2.................................................................................................................................................7

3.3.................................................................................................................................................8

3.4.................................................................................................................................................9

TASK 4..........................................................................................................................................10

4.1...............................................................................................................................................10

4.2...............................................................................................................................................10

CONCLUSION..............................................................................................................................11

REFERENCES..............................................................................................................................12
 Quality management is said to be a business activity which is undertaken to ensure
reliability of a product or service. It encompasses four significant elements such as planning,
assurance, improvement and controlling in quality. It is majorly focused on way of
accomplishing quality in a number of business operations (Hakim, 2007). This report is aimed at
explaining of restructuring management of organization for the purpose of enhancing its
manpower as well as other operations of business with the help of effective quality management.

TASK 1
This task is aimed at highlighting a scenario of The Rose and Crown hotel which is in the
period of transformation and experiencing reduction in revenue due to poor management of
quality by employees. Task explains ways of managing quality for the purpose of helping firm in
rejuvenating its management with the help of sound quality management.

1.1
Quality can be defined as something which is concerned with products and services of a
business in terms of perceptual and conditional aspects. Quality management is the activity of
interpretation of non-inferiority of anything manufactured or produced by a firm. Customers are
likely to focus on quality of a product or service and manners in which it is often compared to its
competitors in markets (Nazarko, 2004). There are five aspects of quality which are capable of
affecting hotel’s business and they are explained as under:
 Producing – This aspect of quality involves offering something to clients for the purpose
of satisfying their needs and wants. Hospitality and leisure services are involved in
producing services that are required to be safe and sound with an aim to fulfill leisure
needs of customers. It can be made effective and competitive by ensuring its quality
throughout hospitality and leisure services for customers (Gale, 2009).
 Checking – It is another aspect which involves making sure that all the services related to
hospitality and leisure services which are being offered to customers are of right
standards and correct. This will help in ensuring that quality services to clients (Neise,
2009).
 Quality Control – Manager of Rose and Crown is required to control processes carried
out in hotel for ensuring expected service outcomes such as positive customers’ feedback
enhanced brand image, revisiting clients etc (Sreenivasan, 2007).

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  Quality Management – It is known as the senior management’s duty at Rose and Crown
to direct hotel to a route where employee’s performance is optimized through sound
quality analysis and enhancements (Antony, 2002).
 Quality Assurance – Quality is often assured by ascertaining that all the above aspects
have been undertaken by hotel. It is then acceptable to say that all the hospitality and
leisure services offered by Rose and Crown are of excellent quality (Rothlauf, 2010).

1.2
Process of inspection and quality assurance as well as their role in quality management is
discussed as under:

 Plan – This step is undertaken within process of quality control and involves setting of
goals and objectives that are essential for Rose and Crown to deliver results in
accordance with service output as expected. Its major role is to offer firm with particular
instructions along with a roadmap to smoothly run operations of business within given
budget and time period (Mandal, 2009). When instructions are followed, and tasks are
achieved within deadlines and budget, quality can be controlled effectively.
 Do – This step involves implementation of plan which has determined all the required
resources required by hotel in terms of people, time, money and skills for carrying out

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 various business operations successfully (Lareau, 2003). With the help of these resources,
sound hospitality and leisure services are offered to clients according to set objectives
and in this way, quality is maintained and controlled.
 Check – Hotel studies actual outcomes in this step related with all the hospitality and
leisure services that are offered to clients and other businesses. It is done to determine
any differences or deviations from objectives or standards (Walshe, 2010). Once the
deviations are found, improvement is planned to achieve quality standards.
 Act – In this step, hotel will be able to fill gaps within differences or correct deviations
from standards which have been determined in the previous step. It helps in enhancing
areas where hotel lacks proficiency to enable employees achieve their individual as well
as organizational goals and objectives while meeting the quality standards (Narasimhan,
2000).

TQM is one of the effective tool through which Rose and Crown hotel can easy control
quality of its services being rendered to the target market. Furthermore through this tool top
management of the hotel can easily deliver effective services as per taste and preference of
customers. TQM will encourage staff members to take initiative for improving quality and in
turn they can offer best services. On the other hand for quality assurance ISO certification is
appropriate which is the certificate for safety and reliability of quality. Therefore Rose and
Crown hotel must focus on attaining this certificate by taking initiatives and resolving internal
issues.

1.3
Various approaches can be considered by Rose and Crown hotel for the purpose of
enhancing its management of quality and they are explained as under:
 Deiming’s 14 Points on Quality Management – Deiming’s argue that there are set of
management practices that have to be implemented to increase quality and productivity of
business operations. Rose and Crown hotel can consider 14 points that starts with
creating consistency in purpose of improving quality initially and ends with putting
everybody in hotel to work on achieving desired transformation (Azarov, 2000).
 Crosby’s 14 Steps - Rose and Crown hotel can also follow Crosby’s 14 steps for quality
management improvement that involve clarifying commitment of teams to quality,

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 measuring current and potential issues in quality, taking actions to correct issues in
quality and doing it all over again (Line, 2002).
 Juran’s Trilogy – Rose and Crown hotel can also consider Juran’s Trilogy for improving
quality management by developing quality planning first, having sound quality control
and then making improvements to the quality areas (Azarov, 2000).

1.4
There is a similarity between Deiming’s and Crosby’s 14 points to quality because both
starts with developing a mindset of people as well as their commitment to achievement of
quality. They both talk about ways in which a quality culture should be developed initially and to
lead the way along finding out areas where issues in quality can be found. They both talk about
ensuring that these issues are resolved and that consistency in operations can be maintained. In
the final steps, they both talk about putting people into transformation process and continuing
with the same process to achieve desired outcomes (Hurst, 2006).
One the other hand, Juran’s Trilogy for quality improvement is a bit narrow and talks
about three steps that may ensure sound quality management. It starts with quality planning and
this has not been considered in the other two approaches. It goes along quality control which in
other words resembles a few steps within other two approaches and ends with quality
improvement which is quite brief than other two (Narasimhan, 2005).

TASK 3
This task is aimed at highlighting a hospitality firm’s position in market. Hilton Hotels
and Resorts is a flagship brand of its parent company Hilton Worldwide and operate with
international full service hotel chains and resorts. The task explains research which is conducted
to investigate requirements of customers to address various points that are highlighted below:

3.1
There are various ways for measurement of organizational quality of operations.
Approaches that can be used by Hilton Hotels and Resorts are TQM, benchmarking and Kaizen

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and they are used to measure quality through management of variations in process that normally
results into arising of defects (Mandal, 2009). They cover various aspects of measuring quality
management and they are explained as under:
 Total Quality Management (TQM) – It is known as an effort of whole company which is
aimed at introducing a culture that permanently continues to improve the ability of
management to deliver high-quality clients’ services. Rose and Crown while applying
TQM can regularly offer training to its staff members for the purpose of enhancing their
standards through measuring current quality of performance (Walshe, 2010).
 Benchmarking –It is an approach by which Rose and Crown will be able to compare its
aspects of management such as human resource with that of other firms where the same
aspect is known to be world-class and excellent. Other firms can be Hilton Hotels, Tesco
etc and they can be considered to measure and improve quality as well as own aspect of
management (Sreenivasan, 2007).

 Kaizen –It is an approach which helps Rose and Crown to have a practice of change and
improve management practices on regular basis. For example, measuring performance of
catering staff and improve the same on monthly basis (Narasimhan, 2000).

3.2
User surveys means to conduct survey within existing business customers. Being a
manager of Hilton Hotels and Resorts, I have engaged myself well in preparing survey
questionnaires and also distributed the same to all existing customers of hotel who are present in
bars, restaurants and other relevant approachable places. I along with my team offered personal
aid to customers for the purpose of correctly filling up the questionnaires. They were asked
questions with respect to service delivery, customer satisfaction, staff performance, and
suggestions to improve. I learned that I should have trained my staff before conducting such a
survey because the team has to be competitive in approaching customers to take part in happily
filling up of questionnaires.
I also conducted non-user survey which means conducting survey among public found at
other places in London other than the hotel. People who arrived for attending Olympic Games
had also been approached by my team for the purpose of survey. Their feedbacks regarding
service quality and delivery helped in gaining comprehensive insights into the same and assisted

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in understanding current image of Hilton Hotel on global basis. Survey is considered as one of
the most effective method in generating important information regarding the target market. In the
present study it can be said that management plays important role in satisfying need of its
customers. Some respondents are present that did not provided complete information and some
provided full information to the company. So with the help of user survey firm can make
changes in its services and with the help of non user information firm can analyze whether the
information provided is complete or not and on the basis of this changes must be made.
Furthermore both users and non users can provide valuable data and on the basis of this services
must be rendered so that more opportunities can be grabbed easily.

3.3
The methods of consultation have several steps that are undertaken to encourage
participation of under-represented groups in Hilton Hotels. These steps are explained on the basis
of TQM as a quality scheme as under:
 Firstly, hotel growth is measured in terms of under-represented team’s performance in
any one management aspect (Wood, 2005).
 Next step is to reveal any plus or minus points found in team to its members, so that they
will know their areas of improvement and excellence.
 Preparing and distributing questionnaires to staff to understand their issues with quality
maintenance.
 Training is the next step in consultation which is to be given to employees on-the-job or
off-the-job depending on needs of improvement. It is aimed at improving deviations in
performance from standards (Lagrosen, 2003).
 Above step is followed by providing new goals and performance standards to employees
to enable development of plans to achieve new standards.
 Last step is to reveal actual performance as well as improvements made by individual
team members (Williams, 2004).

 Suggestion scheme can also be developed to understand areas of improvement at

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 Furthermore hotel authorities can also consult customers in order to get important
information from them. Information received from customers is valuable where survey and other
methods can be used for obtaining information from them. Moreover in case of employees firm
can carry out group and open meetings and this can support in taking accurate information from
them.

3.4
Value of complaints procedures is required in Hilton hotel for the purpose of
accomplishing hospitality excellence in industry. It can be understood as under:
 Value can be revealed by listening to clients’ complaints carefully to let clients know that
hotel management cares about the same (Nazarko, 2004).
 This is to be followed by apologizing for any mistake or delay in service delivery as it
helps in ensuring clients that problem will be solved.
 Next step involves assuring clients that there is a solution to the problem and it will be
solved with due consideration (Rothlauf, 2010).
 Above steps have to be in continuation to assure quality of service delivery throughout
hotel operations.

 It is also important because it can generate both tangible and intangible results in hotel.

 It can also help each and every individual to be heard in organization.

Complaint procedure is the approach through which conflicts and problems can be
managed easily. Furthermore by attending complaints from the customers hotel can improve its
services easily and this can also support in attracting large number of customers. Company can
design a procedure where all the staff members can be allotted complaint forms which they can
ask customers to fill and on the basis of this issues faced by customers can be known easily.
Same is applicable in case of employees and they can contact management with the help of this
form.

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TASK 4
This task is aimed at highlighting quality management role and explaining ways required
to deal with crisis in economy under consideration of quality management. Quality management
system concept is explained as under:

4.1
Self-assessment means to assess own potential and performance against set goals and
objectives. It further involves finding areas of improvement and correcting mistakes to meet
standards. As per the present case functional managers present in Holiday Inn can compare their
performance on the basis of past records and with the help of this top authorities can analyze
actual position of the hotel and appropriate measures can be taken on the basis of that. Self
assessment follows series of steps which are systematic data gathering, data analysis, reflective
processes and decision making for quality improvement. Being a quality manager, I am
responsible to develop and carryout a policy of quality which may be used as foremost step to
deal with industrial economic crisis. This policy will represent all departments of Holiday Inn
and their individual quality will be measured regularly to decrease inefficiency in staff
performance. I may also engage in identifying deviations in staff performance standards to
further correct them all by taking corrective actions while communicating relevant results to
individual members.
Errors and inefficiencies will be removed on regular basis to help staff achieve their
individual as well as combine goals and objectives of Holiday Inn. Arrangement of training will
also be done by me to enhance hotel’s current state of health in both short and long run.

4.2
Communication means to impart or exchange information by writing, speaking or suing
some other medium. It is carried out usually through meeting, training and mentoring, bulletin
board, circulars, emails, face to face conversation, interviews etc (Hurst, 2006). Communication
plays a significant role as it helps in implementing TQM successfully as it is largely dependent
on sound flow of communication both internally and externally. This makes both internal and
external people aware of corporate objectives of Holiday Inn. Communication is very important
for the hotel as effective communication helps to share information between guests and

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management in accurate manner. Furthermore with the help of proper channel hotel authorities
can take feedback from the customers in relation with their services and supports in
development. Communication is considered as one of the effective way to bring changes in
operations of hotels. This can support in improving quality as hotel management can take
feedback from customers and can help in developing healthy relationship also. They are required
to be aware of everything undertaken and performed by hotel to serve its clients and become
profitable through effective communication (Balding, 2005).
On the other hand, record keeping means maintaining record of each and every
transaction or activity which is important for success of individual or organizational goals and
objectives. It is crucial because it helps Holiday Inn in referring to a number of things at a time
long after they happened. These things can be linked to marketing, human resource, finance etc.
as their effective database help in competing well in industry (Hurst, 2006).

CONCLUSION
Report has highlighted various aspects and advantages of adopting quality management
in business. There are a number of ways to adopt it and they only help in improving overall
service delivery in a service industry. Continuous improvement while adopting TQM is one way
quality can be ensured in operations of business and this leads to effective satisfaction of
customers in industry.

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REFERENCES
Books
Antony, J., 2002. Understanding, Managing, and Implementing Quality: Frameworks,
Techniques, and Cases. Psychology Press.

Hakim, L., 2007. Challenges of Managing Information Quality in Service Organizations. Idea
Group Inc (IGI).

Lareau, W., 2003. Office Kaizen: Transforming Office Operations Into a Strategic Competitive
Advantage. ASQ Quality Press.

And Practice. 1st ed. Vikas Publishing House Pvt Ltd.

Neise, P., 2009. Managing Quality and Delivery Reliability of Suppliers by Using Incentives and
Simulation Models. Herbert Utz Verlag.

Walshe, K., 2010. Connecting Knowledge and Performance in Public Services: From Knowing
to Doing. Cambridge University Press.

Journals
Azarov, N. V., 2000. Building an infrastructure for quality management in Russia. Quality
Assurance in Education. 8(2). pp.70 – 75.

Hurst, K., 2006. Quality assuring managed care. International Journal of Health Care Quality
Assurance. 19(4). pp.19 – 34.

Lagrosen, Y., 2003. Quality configurations:a contingency approach to quality management.

Wood, G., 2005. Business ethics in TQM: The qualities and spectrum zones of a case illustration.
The TQM Magazine. 17(1). pp.19 – 34.

Online
Ferraioli, T., 2007. Quality Assurance Process & Procedures. [Online]. Available through:
<http://smallbusiness.chron.com/quality-assurance-process-procedures-4809.html>.
[Accessed on 19th November 2014].

Hartigan, J., 2013. 4 steps to handling customer complaints. [Online]. Available through:
<http://www.hotelnewsnow.com/article/9633/4-steps-to-handling-customer-complaints>.
[Accessed on 19th November 2014].

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