Table of Contents

Introduction

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1.1. Definitions of quality

1.2.  The process of inspection and assurance

1.3.  Approaches to quality management

1.4.  Similarities and differences between the different methods

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2.1.  Customer satisfaction

2.2 Continuous improvement

2.3 Added values to be gained

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2.4.  Information made available to customers and effective marketing importance

Conclusion

Reference

Introduction

We all have had experiences regarding to poor quality in our dealing with business organizations. These experiences are varied, such as a dry cleaner that has left clothes wrinkled or stained, an airline that has lost a passenger’s luggage, and a purchased product that is damaged or broken.

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The powerful impact customer- defined quality have on business is now understood by successful companies. Today’s popular customer-driven definition of quality is “Quality is meeting or exceeding customer expectations. As suggested by Evans and Lindsay (2010), to meet or exceed customer expectations, organizations must fully understand all service attributes that contribute to customer value and lead to satisfaction and loyalty. In the light of this, quality standards are continually increased by competitive firms. Quality is an important tool for the survival of an organization in the modern business market. Customers are now more quality conscious and demanding due to varied options they have to buy their goods and services. As observed by Goetsch and Davis, (2014) The term quality plays a vital role in all industries. The customers are not considered when fixing prices of products and services in some potential markets like the US and UK, yet they expect high quality and standard. It is therefore very essential to provide and maintain good quality products and services.

As the Front of House Manager of The Rose and Crown Hotel, I will proffer some ideas on how to improve quality with limited resources in the organization. The quality management aspects in the hospitality sector would be explored by the assignment focusing on The Rose and Crown Hotel. Quality management pertains to both products and services offered by the hotel. Being a concept with wide discussion in hospitality quality management is closely linked to continuous improvement which involves work to make something evolve, it is implemented within a reference framework, it uses tools and methods and involves repetition and evaluation (EU, 2000). Higher efficiency can be achieved by an organization in the process which can create higher customer satisfaction as well.

1.1.Definitions of quality

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Companies make profits by selling their products and services. The question is, how do these companies maintain their profit and competitiveness in the market? Quality management is practiced by companies to improve the quality of their products and services. In business, Quality is defined as fitness for purpose. It is also pragmatically interpreted as the non-inferiority or superiority of something. Quality can be viewed as a conditional, perceptual and subjective attribute which can have different meaning to different people. While producers might measure conformance quality, that is the degree to which the products or services were produced correctly, consumers focus on specification quality of products/services, meaning how they can be compared to competitors in the market. Quality is measured by support personnel in how the product is sustainable, reliable or maintainable. In a business context, quality have five aspects which include, producing i.e. providing something, checking- confirming that something has been done correctly, quality control which is controlling a process to ensure that the outcomes are predictable, quality management relates to directing an organisation so that it optimizes its performance through analysis and improvement and quality assurance which involves obtaining confidence that a product or service will be satisfactory. This is normally performed by a purchaser.

Quality of a product or service is the perception of the degree to which the product or service meets the customers’ expectations. There are various business meanings of quality which have been developed over time.

According to ISO 8402-1986, Quality in business is the standardized features and characteristics of the particular products and services which can satisfy the target clients”.

Chowdhury (2005) suggested that “Quality combines people power and process power”. According to Drucker (1985) “Quality in a product is not what the supplier puts in. It is what the customer gets out and is willing to pay for. Quality combines both quantitative and qualitative perspectives. These are, “Meeting the expectations and requirements in service or product that were committed to” and “Pursuit of optimal solutions contributing to confirmed successes, fulfilling accountabilities”. American Society of Quality, suggested that quality can be a product or service free of deficiencies and the characteristics of a product or service that bear on its ability to satisfy stated or implied needs” (American Society for Quality). Deming (1986), linked quality and management. He concentrated on “the efficient production of the quality that market expects”. He further postulated that “Cost go down and productivity goes up as improvement of quality is accomplished by better management of design, engineering, testing and improvement of processes” (Deming et al,1988).

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ISO 9000 defines quality as the degree to which a set of inherent characteristics fulfil requirements. It defined requirement as   expectation or need by the standard. Quality is also defined by Six Sigma Rule as number of defects per million opportunities.

For a product manufacturer, the product must be fit for the use of customers, and also meets its intended purpose as planned by the business but also conform to the manufacturer’s requirements. For a company that provides service, the intended purpose of a particular service of the company must be met by the service, it must be fit to the customers’ requirements and conform to the requirement of the company. Banks, for example, maintain good and reasonable services to customers, provide tidy and comfortable environments, reasonable lining up time, clear and proper knowledges of the bank services and products, good manners and courtesy of the bank staff, which relate to banks quality service.

There is also a reflection of quality in after-sales service, which comprises of warranty and response to customers’ complaints. Nowadays, companies provide suitable warrantee terms, react quickly and positively to the customers’ complaints, so that quality can be maintained even after sales. These help companies in obtaining and retaining customers’ loyalty which contribute to increase in sales in the long term.

Finally, there is a wide discussion of quality in hospitality. Within the hospitality industry, we can define quality as “the consistent delivery of products and guest services according to expected standards”. In service organisations quality is conformance to specifications. It also includes tangible factors such as the physical environment (spatial layout, functionality and signs) which have effects on customers and employees. There is also responsiveness to customer needs, courtesy and friendliness, good atmosphere timeliness and promptness in service quality and delivery. There is a willingness by guests to pay more when they are offered services that meets or exceeds their expectations. As pointed out by Hayes, et al (2011) Quality service level is factor that is critically relevant when you consider the guests’ experiences during visits to lodging operations.

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 1.2.  The process of inspection and assurance

 In order to maintain quality throughout its operations, The Rose and Crown Hotel lays emphasis on inspection and assurance. We can describe an Inspection as an important strategy which in its simply, is a formal evaluation exercise or organized examination. It is any tactics, device or method used for the minimisation of defects in the goods and services customers are being offered. It can also be considered as an organization’s performance review. Inspection aims to test, measure and check one or more product characteristics and to relate the results to the requirements to confirm compliance.  In the light of The Rose and Crown Hotel it is the gauges, evaluation and analysis that are applied to the hotel’s specific activities which aids the quality of the hotel’s business.

Quality control (QC) is the process of reviewing factors involved in production. It can also be described as a set of activities for ensuring quality in products. ISO 9000(2005) defines quality control as a part of quality management focuses on fulfilling quality requirements. The approach emphasised on elements likes performance and integrity criteria, identification of records, job management, controls, defined and well managed processes. Emphasis is also on competence, such as skills, qualification, knowledge and experience. Other soft elements for example personnel, confidence, integrity, motivation, team spirit, quality relationships and organizational culture. The aim of QC is to identify and correct defects in the finished product. We can therefore describe QC as a reactive process. Quality control will identify product    defects after its development before it is released. QC include product inspection in which case every product is visually examined for fine detail before sale of the product. Lists and descriptions of unacceptable product defects for instance surface blemishes or cracks will be provided to the inspectors. QC ensures that the defined standards are followed at every step. It is a failure detection system that uses a testing technique to identify errors or flaws in products. Quality control is an evaluative and corrective process. The processes of quality control involve   sampling, calibration, and documenting reviews and giving feedback for improvement

Quality assurance (QA) process involves preventing defects or mistakes in products manufactured and at the same time avoiding problems when delivering services or solutions to customers. ISO 9000 (2005) defines it as “part of quality management focused on providing confidence that quality requirement will be fulfilled”. The two principles of quality assurance are “right first time” which means that mistake should be eliminated and “Fit for purpose” that is the product should be suitable for the intended purpose.   QA process is a monitoring process. It is a series of steps taken at the different stages of the product life cycle from the conception of the product to its launch through its obsolescence. Assurance defines the standards to be followed. Assurance of quality is a set of preventive activities, which are focused on processes. It is a failure prevention system that predicts safety, quality standards and legality. Quality guarantee department develops all the planning processes and procedures to make sure the output is of good quality. Quality guarantee processes involve implementing real-time quality checks in every department. QA comprises procedural and administrative activities which are implemented in a quality system to allow for goals and requirements for a product, service or activity to be fulfilled.

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The process of making reservations at The Rose and Crown Hotel is straightforward. As part of its quality control, the hotel considers the business practices and unique cultures of individuals and organisations and draw up a strategy which helps in simplifying service delivery and enhance quality. The service level agreements between The Rose and Crown Hotel and its customers provide proactive account management. It also anticipates changing requirements and react accordingly. The Rose and Crown Hotel issue a unique client reference for each individual or organisation which is coded when reservations is being confirmed. The hotel issues unique reservation references per individual booking with confirmation issued to the guest on request. The Rose and Crown quality control is accredited to ISO 9000 with   guaranteed reservations. There systems are   regularly audited and is backed by their policy of constant improvement. The quality assurance at The Rose and Crown provide consumers with service standards they can trust which meets their expectations. It also helps the hotel’s marketing efforts as well as support its product development in order to maintain the desired level of quality being attained by the organization, The Rose and Crown Hotel quality assurance process should monitor its quality of service. This would help the organization to reduce defects and enhance customer satisfaction.

1.3.  Approaches to quality management

The Rose and Crown Hotel can use several quality management approaches to ensure high products and services quality. W. Edwards Deming (1986) is considered the “father of quality control”. Deming’s philosophy has some elements different from traditional notions of quality. They include the management’s role in a company’s quality improvement effort. Deming’s work suggested that worker error contributes only 15 percent of quality problems, which is a departure from the historical perception of blaming poor quality on workers, carelessness, laziness or lack of productivity. He however indicated that 85 percent are due to systems and processes, that includes poor management. According to Deming, management may now correct system problems. They should create an environment that promotes quality and enables workers to achieve their full potential. In his submission, the system determines quality.  Continuous improvement and customer orientation can lead to the achievement of the quality. This is an appropriate approach for The Rose and Crown Hotel because it is more systematic and helps in providing high degree of quality assurance. Deming pointed out that customers expect quality. He therefore encouraged managers to plan for the future in addition to problems anticipation to get rid of waste. Some of the theories postulated by Deming include Deming’s “System of Profound Knowledge” which include Deming’s ‘14-Ponts’and Deming’s cycle Plan, Do, Check, Act. They are, create constancy of purpose, adopt the new philosophy, cease dependence on mass inspection, end the practice of awarding business on price tag alone, improve constantly and forever the system of production and service, institute training and retraining, institute leadership, drive out fear, break down barriers between staff areas, eliminate slogans, exhortations and targets for the workforce, eliminate numerical goals, remove barriers to pride of workmanship, institute a vigorous program of education and retraining and take action to accomplish the transformation.

Joseph Juran has the greatest impact on quality management. He defined quality as fitness for use. He suggested the translation of customer needs into process and product features. Juran implemented Pareto analysis to target opportunities for prime improvement by separating critical few 20% from the trivial many 80%.  According to Juran Quality trilogy, there are three basic quality oriented processes, quality planning, quality control and quality improvement. Quality planning has a role of designing a process to meet established goals under operating conditions. Quality improvement devise ways to take the process to unprecedented levels of performance and finally, quality control’s role is to operate and correct the process when necessary so that it performs with optimal effectiveness.

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Juran Pareto Principle       

According to Evans and Lindsay (2014) options like quality control, quality planning, and quality improvement is provided by the pareto analysis to organisations. Ahire and O’Shaughnessy (1998) identified ten steps to improve quality for the organization. These are building awareness, organising, setting goals, imparting training, reporting progress, project execution, giving recognition, keeping scores, continuous improvement and keeping the results. Phillip Crosby in his approach to quality management identified six points, including doing it right for the first time, four absolutes of quality, zero defects, prevention process, six C’s, and quality vaccine. The Phrase “Do it right the first time” and Zero defects notion” was developed by Crosby arguing that defects are not acceptable. He objects to the notion that a small number of defects is a normal part of the operating process due to the imperfections of the workers and the systems. He however emphasised the idea of prevention. He used the phrase “quality is free” and pointed out costs of quality such as, cost of wasted labour, scrap, equipment time, lost sales, rework and organizational costs that cannot be quantified. According to Crosby, quality improvement efforts more than pay for themselves due to the fact that these aforementioned costs are prevented and therefore, quality is free. The role of management in quality improvement effort was also stressed. He used statistical control tools to measure and monitor quality. This approach will help The Rose and Crown Hotel to achieve competitive advantage.

Crosby’s Principle

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Feigenbaum devised total quality control as a concept that contributed total quality management. Quality control performs the job of new design control, incoming material control, product control and special process control.In his contribution to quality as a body of knowledge, he stated that total quality control integrates quality development, quality maintenance and quality improvement efforts of different people or groups in a company to allow production and service at the most economical level that enable full customer satisfaction. He also discussed about the concept of a hidden plant that is there are extra work is performed to correct mistakes which indicates that a hidden plant within any factory. Feigenbaum also stressed the need for accountability for quality pointing out that quality is everybody’s job and may be nobody’s job and that quality have visibility at the highest levels of management and that quality must be actively managed. His work also includes quality costs which is a means to quantify the total cost of quality related efforts and deficiencies.

Kaoru Ishikawa developed cause-and-effect diagrams or fishbone diagrams. It breaks down in successive layer of detail root causes that potentially contribute to a particular effect. These are quality tools that are used to solve quality problems. He emphasised how important internal customer is as the next person in the process of production. He pointed out how crucial total company quality control is instead of concentrating on products and services only. Ishikawa is of the view that people in the organisation should have a shared vision and common goal. According to him, quality initiatives should be pursued at every level of the organisation which should involve all employees. He proposed implementing quality circles, i.e. small teams of employees who volunteer to solve quality problems. The approach supports The Rose and Crown Hotel to introduce and implement quality management that is companywide quality control that will lead to the success of the organisation.

1.4.  Similarities and differences between the different methods

Similarities