Quality Management of The Rose and Crown
In this present era, quality management is crucial for every type of businesses to achieve the sustainability in the competitive market. Customers always expect good quality services and products so it is important for any organisation to satisfy their needs and expectation for achieving the large set of satisfies and loyal customers. Therefore, to achieve the huge success in the organisation quality management is imperative. As stated by Lewis (2011), quality management can be defined as one of eth process that can control, improve and ensure the quality both in the case of productivity and the operation in business. This assignment is intended to describe the quality management of an organisation.
1.1 Definition of the quality regarding the provision of service and business:
As stated by Lewis (2011), quality mainly represents different types of properties of the services and products, which are mainly valued by the customers. For satisfying the customer’s expectation regarding the quality, the quality of services of The Rose and Crown must be fitted for the effective use. Along with that, the quality of services of the organisation must provide value for price paid. However, it is seen that the hotel have an enough infrastructure to attract different corporate guests in the weekdays and the leisure guests during weekend. Presently, the organisation is facing high level of complaint from customers so their sales are decreasing. Therefore, it is very much important for them to develop their quality so that they can satisfy the expectation of customers from their organisation.
The quality problem in the organisation is mainly raises because of the wrong supervision strategy of the management of The Rose and Crown. As the hotel is located in outside of the town so the management are more concerned to provide effective services to customers but they are not much concerned regarding the employee satisfaction (Min et al. 2012). It has been observed that the management is not even concerned to create an effective internal communication; which creates high level of dissatisfaction and low morale among the employee. The employees have lose their passion regarding their job for which they are becoming incapable to provide effective services to customers (Kim and Cha, 2012). Therefore, for resolving the condition and achieve a huge productivity, it is mandatory for The Rose and Crown to implement an effective policy regarding the communication, along with that, they must invest some money to the employee welfare so that they can manage the quality of their company by involving their employees with effectiveness. It is seen that an effective quality can be measured by understanding the satisfaction level of customers. Therefore, it is important for the hotel to provide a good training to their employees so that the service quality can be increased. For creating a unique service quality, it is important for the hotel to follow an effective leadership strategy so that they can effectively motivate the employees and increase their effort for the achievement of good quality. Moreover, it is also important for them to measure how well their services meet the need of the customers. This is because, only this strategy can help the organisation to understand their drawback and develop strategy to mitigate them. Moreover, it is also important for the organisation to monitor the activity of their staffs and loyalty of the customers so that they can understand the quality of their services. Along with that, the organisation must measure their service quality with the quality control standards such as ISO 9000:2000 so that they can understand their quality. In case of any disparity, they must develop strategies to develop their quality. They need to collect feedback from the customers and need to develop their quality accordingly.
1.2 Role of the quality assurance and quality control in the assurance and inspection process:
For achieving the high level of quality in organisation, The Rose and Crown must implement an effective total quality management strategy that is effective to maintain particular standard regarding quality and improve the overall quality in the organisation.
Quality control can be defined as the group of technique or technique regarding the industrial management by which any identifiable defects or causes can be acknowledged or removed by the organisation (Mitra, 2016). Quality control mainly facilitates a systematic control of those variables regarding the manufacturing process that affect the effectiveness of end services or products. Therefore, by facilitating effective quality control The Rose and Crown can achieve the effective and desirable output from their employees. Effective quality control can provide them different facilities such as it can encourage the consciousness regarding quality, it also satisfy customers and reduce the cost regarding providing effective services. Along with that, effective quality control can help Rose and Crown to increase high morale among employee and makes them more motivated which can generate high level of productivity in firm (Montgomery, 2011). Quality control can help the company to reduce their inspection cost and improve the relationship among the employer and employee. For maintaining quality effectively in the company, it is important for them to apply the appropriate quality standard. There are several quality standard such as EN 29000, BS5750, ISO and EFQM. EN2900 is the European standard for the quality management systems that increases the competition level as well as reduces the risks regarding the professional liability. Om the other hand, BS5750 is the British standard that controls the quality. This quality assurance criterion has been implemented in all of the prosthetic and the orthotic companies in the UK so that the quality of the services and the product can be ensured. ISO is one of the international standard of the quality control that provide several benefits to the businesses such as cost cutting, improvement of the customer satisfaction, accessing of new markets and increment in the growth of GDP. EFQM is one of the membership foundation that increases competition among the European economy.
According to Ventura et al. (2013), quality assurance is one of the ways that can prevent the defects in the production process of the products and quality and it also helpful to avoid the problem in delivering the services as well as products. Effective quality assurance process can help The Rose and Crown to avoid the problem regarding the standard of the quality. The main role of any quality assurance process is outlining the overall process and implements the right quality standard so quality can be effectively achieved. Quality assurance helps the firm to enhance their quality of services with more effectiveness.
The hotel can implement different approaches of quality assurance are the statistical control, failure testing, different models and standard of the quality and the total quality management.
1.3 Different types of approaches for improving the quality management:
As stated by Deming (1981), total quality management is one of the approach that mainly involve the customer serving by involving the reengineering system as well as processes that can improve the products and service in the exact way in which customers expects from the organisation. Edward Deming, Philip B. Crosby and Joseph Juran have developed several aspects of the TQM that are as follows:
Deming, W. E. (1981).
Juran, J. M. (1988)
Deming was one of the automobile engineer, author and management consultants. Deming described that by involving different management principles quality improvement along with cost reduction is possible. He opined that the cost reduction should include reduction of the wastes, staff litigation and attrition along with continuously developing the loyalty among the customers. According to him, any organisation must focuses on two primary things such as quality and the costs. For facilitating continuous development, Deming have developed one of the continuous improvement cycle named PDCA cycle (Deming, 1981). PDCA approach is one of the iterative methods that are mainly utilised in business so the processes and products can be improved. The hotel can utilise this approach for generating an effective plan to improve the employee satisfaction and their services. After that, it is important to implement the plan, and then the plan must be checked to see how much effective the plan is. Then it is important to see that the plan is achieving the success criteria or not (Deming, 1981). Demoing has developed 14 points for the management of any company that also involve guidelines for the managers. Therefore, for facilitating continuous development in the Rose and Crown, they must follow the philosophy of the Deming and develops their qualities.
For the improvement of the quality, Juran mainly focuses on the human related dimensions of the quality management. His emphasis was on the employee training and the employee education. He opined that the main cause regarding the quality related issues are the resistance of the change from the employee’s end. Therefore, for the development of the quality, Juran has developed the approaches related to the cross-functional management that mainly involves three different legislative processes such as quality planning, quality improvement and the quality control (Juran, 1988). According to him, quality planning is the processes that can generate awareness’s regarding the necessity of the improvement, set the goal and strategy and plan the strategy to achieve those goals. This process also describes that in order to implement change, the management must trained their staff. Through this quality control process the quality of the products and services need to be tested and then deviation must be measured. After that, change must be done to improve the quality. Quality improvement process requires the continuous finding of the problem, diagnosed the root cause and developed the solution. Juran described that there are mainly three basic steps such as accomplishing improvements, building the training program and cultivating the leadership and commitments.
Philip Crosby is one of the author and businessperson who describe the quality as one of the perfect and full conformance to the requirements of the customers. Crosby describes the four absolutes of the quality management among them the first is the definition of the quality must be conformed to the requirements (Crosby et al. 1994). The second absolute is system of the quality must be prevented. The next is performance standard should have zero defects and the final absolute is the quality measurement must be price of the non-conformance. For avoiding poor quality, Crosby has described some remedies such as a good system, system integrity, good communication and effective policies.
Cost and benefits of the quality:
Cost of quality mainly classified in four different categories such as internal and external failure costs, prevention costs and the inspection costs (Kandampully and Suhartanto, 2010). Therefore, if any quality falls below the defined categories then huge costs may incur to align it with the customers expectation. Therefore, it is mandatory to follow effective standards (Benitez et al. 2013). There are several benefits of the quality such as higher team morale, lower level of costs, higher amount of productivity and less level of errors.
1.4 Differences and similarities between different types of methods:
The differences among the above-applied approaches are as follows:
|List||Deming’s philosophy||Juran’s philosophy||Crosby’s philosophy||Cost and benefit of quality|
|Main focus of the approaches||The quality and cost cutting||Providing training and educating employees so that they can achieve the pre-determined criteria||According to Crosby, quality can be achieved by satisfying customers expectation||Developing the quality so that the cost regarding change can be minimised|
|Number of management guidelines provided by the approaches||This philosophy provides total 14 approaches to the management so that quality can be increased||Juran’s philosophy describes that there are mainly ten steps by which quality can be developed||Crosby describes that there are 14 different steps by which quality can be improved.||There is no such steps presence in the cost and benefit of quality but it involves 4 different types of costs that incur to the company if they became unsuccessful to achieve the quality criteria.|
|Methods||This process describes there are mainly four steps to facilitate continuous development such as plan, do check and act||Juran describe that three different steps such as quality planning, quality control and quality improvement that can help any company can achieve continuous development.||Crosby describes that by effective communication, a good policy, string system, better integrity and through a good operation any organisation can achieve continuous improvement||According to this approach by effective monitoring and achievement of good policy any company can achieve continuous improvement.|
Table 1: Differences between different quality development approaches
(Source: Jing and Oh, 2013)
2.1 Discussion regarding the customer satisfaction:
Customer satisfaction is the term that are frequently utilised in the marketing. Customer satisfaction can be defined as measurements that mainly measure how much satisfaction any organisation can gain by supplying customers their required products. As stated by Anderson et al. (2014), customer satisfaction can be considered as one of the key performance indicator of any business and in the marketplace where different organisation compete with each other to achieve more customers, customer satisfaction one of the key differentiator there. Therefore, in order to achieve huge profit and improve business, it is important for any organisation to satisfy the customers. Customer satisfaction is important for any business because it increases the lifetime value of customers, it helps organisation to retain their existing customers, it increases the loyalty among the customers etcetera.
Customer satisfaction indicates how much loyalty any organisation can achieve from their customers. Any business must satisfy their customer to reduce the customer churn (Hennig‐Thurau and Klee, 2012). By tracking as well as measuring the satisfaction among customers one business can accept more effective method so the overall quality regarding customer service can be boosted. Achieving customer satisfaction also helps to facilitate the word of mouth; therefore the cost regarding the promotion can be reduced by this promotional strategy. It is always costly to attract new customers because of the involvement of effective and costly promotional strategy. Therefore, retaining existing customers by satisfying them through quality service or products is more important.
2.2 Continuous improvements:
As stated by Shortell et al. (2014), continuous improvement is one of the process that can improve the services, products and processes. It is one of the methods that can reduce the wastes and streamlining the workflow in organisation. To improve the workflow in the organisation and facilitate the continuous development there are mainly four different stages. Here the first stage is associated with the identification of the specific problem. In this stage, the interview session and the brainstorming session are generally utilises to gather information regarding the problem. The next phase of the continuous development is the design phase, which is generally associated with the designing of remedial strategy. The third step is the implementation phase, where the team members implement the crafted remedial strategy to resolve the problem. After implementation phase, the team member must monitor overall process for understanding and evaluating the success of remedial strategy.
Figure 1: Process of continuous improvement
(Source: Bessant and Caffyn, 2012)
Continuous improvement process can help the team member of any project to identify different problems and determine the way by which it can be fixed. Continuous improvement can help to identify the insufficiencies at the initial stage, so that it can be removed at the initial stage. In order to implement and maintain the continuous improvement in the firm, all of the team member must work closely with each other, which are one of the effective processes that can reduce the conflict among the team members. As opined by Yasin and Zimmerer (2015), continuous improvement process is very effective to maintain the standard regarding quality by minimising the cost and time.
2.3 Procedure regarding the continuous improvements for illustrating different types of the added values:
By implementing the continuous improvement in the organisation, any firm can develop a better level of experiences to the customers regarding the quality of the products and services (Haeb-Umbach and Ney, 2011). Through the continuous improvement process, customers can gain good quality of product in the lesser prices. However, it also provides huge advantages to any business organisation that are as follows:
Increases job satisfaction among employees:
Continuous improvement helps employees to understand the shortfall among their capabilities and helps them to develop those shortfalls that in turns increase their capability and confidence. Therefore, it also increases their job satisfaction by increasing their skills and motivational level to put their effort.
Increases skills among employees:
Continuous improvement process helps any company to understand the weaknesses among employees so that they can provide an effective training. This effective training helps employees to achieve more career growth opportunities.
Improved the employee retention:
As stated by Dale (2013), continuous improvement in the organisation satisfies employees in highest extent by reducing the work pressure on them. This is because, this process helps to identify the problem at the earlier stage that reduces the pressure and increases efficiency.
Improve the competitiveness:
Continuous improvement process increases the efficiency as well as the competitiveness by providing the high quality products in the low pricing strategy.
Improved the problem solving:
Continuous improvement process identify problem at the earlier stage which helps the team member to resolve problem at the earlier stage so it reduces the complexity regarding the solution of problem.
Improved the team working:
For facilitating the continuous improvement it is required for team members to work closely with each other that increase the collaboration among employees and strengthen their relationships.
Reduce the wastage:
This process helps the employees to utilise the inventory with more effectiveness so decreases wastage in organisation.
Improve the satisfaction among customers:
According to Bessant et al. (2014), there are several reasons that facilitate continuous improvement increases customer satisfaction. The first is it helps customers to get high quality product and the second is it helps the customers to get products in fewer prices.
2.4 Different types of information that are made available to the customers and importance of it that are given to the effective marketing:
As stated by Dibb et al. (2015), when any customers’ starts to take services from any hospitality based organisation then the organisation provided them different information such as location, price list, different promotional materials, opening times and reminding of the customers. Therefore, when any boarder of the Rose and Crown enter in the hotel premises then the front office staffs provides them different information such as brochure of the hotel, location details such as speciality of the location, available menu in the location. Along with that, Rose and Crown also provide the price list for their rooms and different available services.
They also provide the opening time of the customers. The main reason behind providing that information is generating an effective image of the or1ghanisation so that they can achieve a good brand image (Bloom, 2013). Along with that, the main reason behind providing that information is showing the customers that they provide value for money services. Moreover, that information also raises awareness is regarding the company’s available services, their speciality and their menu items. Moreover, providing the information helps the organisation to offer their existing services that also helps the customers to find out their intended services.
Task 3 and 4:
For controlling quality and improvement of the customer services, it is important to check the systems documentation. Systems documentation helps to understand the present quality and also helps to identify different pitfall in the present systems.
Comparison with the future plans as well as the past performances:
The service improvement can be measured by comparing it with the future plans as well as the past performance.
Evaluation of own performances:
The range of the service quality control and the improvement of the services can also be measured by evaluating own performance based on a predetermined criteria.
As stated by Sahn et al. (2012), benchmarking is one of the process by which the policies, products, strategies, services and the programmes can be measured and then compared with different standard measurement process. Therefore, for measuring the service quality and the improvement of the services it is important to measure the performance against benchmarking criteria.
Six sigma is one of the quality measurement processes that mainly involve five processes such as definition, measurements, analysis, improvement and the control. This quality measurement process is incurs very low costs and it is effective to provide high quality. Therefore, for controlling the quality and improvement of the services the organisation must utilise this quality measurement technique.
Statistical quality control:
As stated by Taylor (2011), statistical quality control is the method that can monitor as well as maintain the pre-determined quality of the services as well as products. Statistical quality control can be divided into the three main categories such as recognition sampling, descriptive statistics and the statistical process control to control the quality.
Quality circle is one of the groups of people who meet regularly and voluntarily so they can identify, evaluate and resolve different workplace related problem. Here the team is generally consists 6 to 12 people who mainly identify and resolve performance as well as quality related problem so quality of services can be improved.
User and the non-user survey help any hospitality-based company to understand the profile of both the users and non-users so that the company can approach them with their services to achieve huge amount of profit. Moreover, user and non user survey will help any hospitality based organisations to understand what are te facilities that are mostly like by the user and non users so that the hospitality based company can develop their services to transform the non-user into the users (Pittel and Rübbelke, 2013). This user and non-user survey also helps any company to understand the likes and dislikes of the users and non-users that helps them to represent their services more effectively so that they can gain the attraction of both the users as well as non-users. Non-user survey provides some recommendations to the company by which they can propose their existing services to the company. Moreover, this kind of survey also helped to understand the barrier to access the non-users and helps organisation to understand the action required to make them users. Moreover, user survey helps the hospitality-based company to understand the exact expectation of the customers.
By this questionnaire method, a questionnaire set is distributed among the under-represented group to generate data that are required for inspecting the quality of services. There are mainly two different types of questionnaire internal and external both are utilised here (Ferris, 2015). By the internal questionnaire project the organisation, assess the employee’s opinion, whereas by external questionnaire project the company assess the opinion of users and non-users. Through the suggestion scheme the organisation, encourage both the employees and the customers for contributing with different constructive ideas so that the quality can be improved. This method provides effective suggestion to the organisation and provides continuous and effective supply of the new and innovative ideas. On the other hand, focus group referred to the group of people that are participating into the discussion regarding the development of the quality so that it can meet the expectation of under pressure group (Font, 2012). Through direct approaching to the leaders and groups, idea to develop the quality can be achieved. Participation of the under-pressure group can be encouraged through the open meeting. Open meeting referred as the broad discussion among different organisational members regarding conditions and processes to improve the customer satisfaction strategy. Through effective complaint procedures, the under-represented group can be participated in the quality scheme.
Complaint can be defined as the statements that mainly help any firm to understand the unacceptable or unsatisfactory products or the services. Compliant procedures can be both the oral and written. Complainants can be collected from the customers by distributing some complaints forms to both the external and internal stakeholders. It can be received through IT friendly or customer friendly way.
Complaint procedure mainly considered as the quality improvement tools because it helps any organisation to identify different weaknesses or problems in the quality of services or the products (Juran and Riley,J. F. (2011). Therefore, helps organisation to understand the improvements that are required in the quality, after the identification of quality requirement it implements those quality standard in the action. Therefore, by improving the quality, this process helps to increase the customer satisfaction in the organisation. Any complaints procedures help to communicate customers with betterment. It is easy to measure the customer satisfaction through this complaint procedure. Along with that, it also increases the loyal customer base by increasing the retention of the customers. If any organisation will be effective to resolve the problem that is faced by the customers then they can easily retain and attract their dissatisfy customers towards their organisation.
Self-assessment can be defined as one of the process that helps Hotel Inn to assess the performance as well as quality of any products or services based on pre-determined criteria. Self-assessment is important for any company to develop their services from their current state of services. This is because continuous development can help any company to maintain sustainability. Hotel Inn can assess their company based on the past performances of the company, comparing their performances with the competitors or the standard of the industry. According to Hillman (2015), there are diverse process which are involved in the self-assessment process that are judgement based on existing performs, egg subjective, making assessment and benchmarking process. Egg subjective is one of the subjects that mainly access the request to supply all of the data and evidence regarding organisation that can help any firm to improve their quality. As opined by Ritchi and Dale (2010), the question regarding the self assessment must be generated in the basis of quality of the services or the products, extra value regarding the services, standard regarding the operation, complaints or compliments related to the products or servicers etcetera. After assessing all of the evidence, it must be compared grounded on pre-determined quality standard of Hotel Inn, standard of the industry or the international market, standard regarding the future goals of firm, quality of the products or services of competitors etcetera.
In order to maintain an effective quality management system of Hotel Inn it is very much important to implement an effective communication system. According to Tas et al. (2013), proper level of communication helps the employees to recognise the exact need of customers so it helps them to provide superior quality services to them. A good communication strategy helps Hotel Inn to create an agreement among the employers and employee through the consultation. Effective communication helps Hotel Inn to conform all of the current standards regarding the quality that are established by any company. Effective communication helps both the management and employees to discuss the problem they are facing. It also helps to exchange the ideas and views and helps the organisation to consider further developments.
As per the viewpoint of Tas et al. (2013), effective record keeping can helps Hotel Inn to evaluate their current status, therefore based on that they can generate a good planning to improve their prevailing service. Record keeping also assistances any firm to advance their products as well as services based on the historical evidence of that company. Moreover, it helps to facilitate better decision making in company and it support any businesses to assess the service quality of Hotel Inn according to the perceived standard of that businesses. Record keeping helps the organisation to understand that they are following the industry standard or not. Record keeping also helps organisation to notify the action required by the company. Accurate record helps any company to understand their current sales status.
As stated by Kaempf et al. (2011), staff consultation is one of the process that is utilised by employees and the management to jointly discuss or investigates different issues regarding quality of the services of organisation. Staff consultation process mainly finding different types of acceptable solution in Hotel Inn for service quality related problem through the exchange of the evidence among the staff and employer. The processes that are generally involved in employee consultation process in Hotel Inn are the degree of centralisation, style of management, structure, size of firm and the issues that need to be discussed.
In first step of employee consultation process a situation is described to staff, then the explanations related to the principals or the logical reasons are explained to employee to make an effective decision. After that, communication of different report is required. For facilitating this different notice board, news sheets, firm’s intranet are utilises in Hotel Inn. Then the Hotel Inn takes the commitment from their staff that they will try to improve the overall services. After that, it is mandatory to engage the employees in organisational work. During engaging those staff, it is important to update as well with most recent documents, systems or procedures. Then regular review of employee performance is required.
In order to propose new system to Hotel Inn, it is important to understand the differences among the perceived level of expectation and the actual level of expectation. After understanding the gaps in customer’s expectation, it is highly relevant to document the process so during the evaluation of the new process it can be used to meet the expectation level of the customers. This document must be compared with the competitors, standard of industry and future plans. Along with that, it should be communicated with all of the stakeholders during those planning. After that, it is important to communicate the total administration process with staff and new system must be generated accordingly. Employee must be encouraged or involved regarding the decision making process of services so an effective system can be created. Then, it is important for the Hotel Inn to apply the specific quality standard in organisation so the process can help to achieve the specific quality. Then it is important to monitor services so it can be understood that the process improved the quality or not. Then, it is important to take action to modify the existing systems. During planning stage, some performance indicators and response time should be set so that the improvement process can be clearly understood. After that, providing feedback and review the whole systems is important to understand the effectiveness of the systems.
This particular assignment concludes that it is important for any organisation to maintain an effective quality by following the quality standard. It is also important for any organisation to facilitate the continuous improvements so the organisation always gets their desired level of outcome. This assignment describes that in order to achieve the perceived level of quality, the involvement of employee with effectiveness is always important because they helps organisation to achieve the quality standard by providing their effective effort to the organisation. Therefore, for the achievement of effective quality different strategy regarding employee motivation is highly important.