TQM Proposal
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Transcript of TQM Proposal
RESEARCH TITLE
The introduction of Total Quality Management (TQM) culture in hotel- a case study of Accor hotel in central London
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ABSTRACT
This dissertation is to critically evaluate the introduction of Total Quality management culture in
hotel business. In service oriented organization managing quality of the service is most
imperative. As satisfying the customer needs represent the core objective of quality management
proper quality management of services is important in hospitality organization. Total quality
management (TQM), quality management and the knowledge of quality are the main focal point
of this study. In practice the major contribution of this dissertation is to facilitate the operational
activities in a luxurious hotel by constructing a collaborated model designed to make capable the
launching of TQM on the operational scope of the hotel. In the introduction chapter I have
described the background of the proposed research. The aim & objectives of this research have
also explained in this chapter.
In the review of literatures chapter I have explained previous literatures related to the TQM. At
the end of this chapter I developed a conceptual framework for Total Quality Management
culture in hotels.
In the methodology chapter I have shown in what ways I will conduct the proposed research. I
will follow exploratory research approach and qualitative research method for this study. I will
follow case study strategy and the selected case company is Accor hotel in central London. The
sample size for the proposed study is 10. In the fourth chapter I will present and analyze the
findings of the empirical study and at last in the conclusion & recommendation chapter I will
conclude the findings and draw a proper recommendation.
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TABLE OF CONTENT
Contents Page No.Chapter 1 (INTRODUCTION) 041.1 RESEARCH BACKGROUND 041.2PURPOSE OF THE RESEARCH 041.3 RESEARCH AIM & OBJECTIVES 051.4RESEARCH QUESTIONS 051.5 SCOPE & RATIONALE OF THIS STUDY 051.6 RESEARCH STRUCTURE 061.7A BRIEF OF THE CASE COMPANY 07Chapter 2 (REVIEW OF LITERATURES) 082.1 INTRODUCTION 082.2 CONCEPT OF QUALITY 082.3 QUALITY AND ITS IMPORTANCE 092.4 THE CONCEPT OF HOSPITALITY 102.5 QUALITY IN HOSPITALITY 112.6 INTRODUCING TQM CULTURE 122.7 ADOPTING TQM CULTURE 132.8 CONCEPTUAL FRAMEWORK FOR TQM CULTURE 142.9 SUMMARY 15Chapter -3 (RESEARCH METHODOLOGY FOR THE PROPOSED) 163.1 OVERVIEW 163.2 RESEARCH APPRAOCH 163.3 RESEARCH METHOD 163.4 RESEARCH STRATEGY 163.5 CASE SELECTION 17 3.6 DATA COLLECTION METHODS AND TOOLS 173.7 SAMPLING TECHNIQUE 173.8 PROPOSED QUESTIONNAIRE 183.9 DATA ANALYSIS & PRESENTATION METHOD 183.11 VALIDITY 183.12 RELIABILITY 183.13 ETHICAL CONSIDERATIONS 193.14 LIMITATION 19CONCLUSION 19Reference 20-21
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Chapter 1
INTRODUCTION
1.1 RESEARCH BACKGROUND
Total Quality management (TQM) is the most important level of maintaining quality of services.
This dissertation is to critically evaluate the introduction of Total Quality management culture in
hotel business. “Quality is a degree of excellence but it does not mean perfection”, (Hoyle,
2007). Oakland, (2003) stated that “it is used in many organizations in advertising and
promotional material directed at their customers and is used basically to signify the excellence of
a product or service; it is also found in standards of performance manuals directed at their
operational and supervisory staff”.
Yang, (2005) argued that “for organizations to sustain competitiveness and profitability, they
need to target attracting new customers and also retaining old ones”. “This is why quality
became a big concern for global organizations in different industries as these organizations
became interested in improving the quality of their products and services by setting new goals,
such as product features, short cycle times, and one-stop shopping”, (Juran, 2000). In this case,
Early and Coletti, (2000) argued that “meeting these kinds of goals requires several types of
planning including quality planning dedicated towards satisfying the customers of these products
and services”.
1.2PURPOSE OF THE RESEARCH
The purpose of this research is to explore how Total Quality Management culture is introduced
or applied in hotels. In service oriented organization managing quality of the service is most
imperative. As satisfying the customer needs represent the core objective of quality management
proper quality management of services is important in hospitality organization.
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1.3 RESEARCH AIM & OBJECTIVES
This study is aimed to evaluate the application of Total Quality Management culture in the hotel.
The core objectives are-
i. To evaluate the introduction of TQM culture in hotels.
ii. To explore how hotel managers and staff approach quality management in hotels.
iii. To identify the critical success factors relating to the introduction of a TQM culture in
luxurious hotel operations.
1.4RESEARCH QUESTIONS
I will answer the following questions throughout this study-
i. How luxurious hotels introduce Total Quality Management culture in their hotel
business?
ii. How hotel managers and staff approach quality management in hotels?
iii. What are the critical success factors relating to the introduction of a TQM culture in
luxurious hotel operations?
1.5 SCOPE & RATIONALE OF THIS STUDY
Maintaining hospitality requires any organization to make customer satisfied. Proper quality
management of services is important in hospitality organization because satisfying the customer
needs represent the core objective of quality management. Because the hotels and motels are the
supplier of variety in the servicers offering to their guests customers the researcher in this
dissertation are keen to focus on the hotels to represent the hospitality organization. The major
fact of this paper is that maintaining a proper quality of services offered to customers is the
prime challenge and focus to satisfy the customer needs.
Total quality management (TQM), quality management and the knowledge of quality are the
main focal point of this study. In practice the major contribution of this dissertation is to
facilitate the operational activities in a luxurious hotel by constructing a collaborated model
designed to make capable the launching of TQM on the operational scope of the hotel.
Facilitating to achieve the basic four objectives of TQM such as cost reduction, revenue
enhancement, satisfying staff and customers, this management system can help the hotel
manager contemplating to introduce the TQM culture. “It is generally understood that luxurious
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hotels benefit from improved quality levels and more experienced management”, (Hayes and
Ninemeier, 2007). Therefore such study is essential for service business especially for hotels.
1.6 RESEARCH STRUCTURE
The proposed research will be completed in the following structure-
CHAPTER-ONE
In this chapter I have described the background of the study, the aim and objectives that will be achieved have been explained in this chapter. The mentioned objectives will be achieved in the context of Accor hotel in the Central London. I have also described the background of this case company here.
CHAPTER-TWO
The previous literatures related to the Total Quality Management culture in the hotels have been described in this chapter. I also developed a framework of how TQM culture is introduced in hotel here.
CHAPTER-THREE
In this chapter I have described the research methodology to be followed to conduct the proposed research.
CHAPTER-FOUR
The findings of the empirical study will be presented and analyzed in this chapter.
CHAPTER-FIVE
In this chapter I will conclude the findings and draw a proper recommendation.
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1.7A BRIEF OF THE CASE COMPANY
Accor group in Central London
Accor hotel, a global player and European leader in hotels, is doing hotel business in 100
countries. Accor has been operated business in this industry for over 40 years and it has more
than 150000 employees across the world
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Chapter 2
REVIEW OF LITERATURES
2.1 INTRODUCTION
This study is to evaluate the introduction of the Total Quality Management (TQM) culture in
hotels. TQM is a function of making plan, formulating strategy to implement plan and
controlling and monitoring the activities depending at each level on the individuals. The staff,
suppliers and customers are the areas under which the TQM system revolves.
“Organizations in different nations have used quality strategically to achieve certain targets:
winning customers, sealing business resources or funding, and being competitive”, (Oakland,
2003). Juran, (2000) stated that “in order to reach these targets, organizations begin by
establishing their ‘vision’ along with their policy and goals; then they seek the conversion of
goals into results through managerial processes”. “The manager must be able to identify and
manage these aspects to achieve quality. Once a strategy is developed, communicated, and the
key variables affecting quality understood, the conversion of goals into results could take place”,
(Rawlings, 2008).
2.2 CONCEPT OF QUALITY
Many authors have given their definitions about quality. According to Crosby (1984), “quality is
the conformance to specifications”. According to Juran (2000), “quality is fitness for purpose or
use”, or “freedom from deficiencies”. Oakland (2003) and Rawlings (2008) defined quality as
“meeting customer requirements”.
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2.3 QUALITY AND ITS IMPORTANCE
In introducing any products or services, the board of directors of a particular organization has to
consider two fundamental factors that determine their profitability: customers and competition.
“Customers require products/services of a given quality to be delivered by or be available by a
given time and to be of a price that reflects value for money”, (Hoyle, 2007). Hence, Lewis and
Clacher, (2001) stated that “quality has become a key strategic variable in organizational efforts
to both satisfy and retain present customers and also to attract new customers and thus, business
success”. “This can be achieved by improving performance in reliability, delivery, and price”
(Oakland, 2003) and “this would eventually increase the profitability of the product/service”
(Hoyle, 2007). As a result, “quality has become a common target rather more readily than other
desirable aims like productivity or profit simply because everyone understands its importance
and can identify with it” (Dale, 2003). The satisfaction of both the customers and staff are
somewhat parallel because staff may sometime create other goal for firm adopting the quality
because the customer satisfaction will lead to the satisfaction of employees enabling him to
provide better services. In case of total quality management the firms generally has to consider
ensuring the proper or better quality of the product or services provided to the customers
especially starting from the total system of the firm which requires the involvement of all the
employees and member of the organization along with the quality control management from top
to bottom level of management requiring the employee to be more efficient to fabricate the
qualified products or services. Competition is the second factor designed to determine the
profitability of the sever vices or product. “In an increasingly competitive and international
marketplace, quality is seen as providing the edge of competitive advantage by assuring
customer loyalty and therefore it is the best defense against foreign competitions”, (Munro-Faure
and Munro-Faure, 1992). According to Oakland, (2003), “Customer loyalty had several
commercial advantages because customers are normally easier to retain than to acquire; also
because the longer the relationship with the customers, the higher the profitability because loyal
customers are committed to spend at chosen service supplier much more”.
Total quality management requires firms generally consider ensuring the proper or better quality
of the product or services provided to the customers especially starting from the total system of
the firm which requires the involvement of all the employees and member of the organization
along with the quality control management from top to bottom level of management requiring
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the employee to be more efficient to fabricate the qualified products or services. For that reason
there is a consistent need for maintaining better quality in the hotel industry having a significant
effect on the system of operation of hotel.
2.4 THE CONCEPT OF HOSPITALITY
According to Jones, 2002), “Hospitality conveys an image that reflects the tradition of service
that goes back over many centuries to the earliest days of inn-keeping”. “The World Travel and
Tourism Council (WTTC) estimated that the hospitality, alongside tourism, industries, were
responsible for 11% of gross domestic product, 200 million jobs, 8% of total employment, and
5.5 million new jobs per year”, (Clarke and Chen, 2007). “The hospitality industry is defined as
all the businesses that provide food and beverages (F&B), and accommodation to satisfy the
needs of people who are away from home”; (Cousins et al. 2002). It does not include the
residential services but also the transportation, travel distribution channels, leisure, and
entertainment are included. The server i.e. the employer, employee & the supplier and the served
i.e. the customers are the two basis components emphasizing the importance of hospitality
industry. As this industry creates employment opportunity for the people it is important in server
perspective. The F & B and hotel firms are the key sources to create direct employment.
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2.5 QUALITY IN HOSPITALITY
“The hospitality business offers its customers a product that has both tangible and intangible
features” (Jones, 2002). According to Knowles et al. (2004) “there are seven dimensions of the
hospitality industry product: intangibility, perishability, simultaneous production and
consumption, ease of duplication, heterogeneity, variability of output, and difficulty of
comparison”. These are shown in following figure
Figure: Dimension of the hospitality product
In hospitality industry there are different types of business. “The hotel sector is a vital part of the
hospitality industry”, (Baker et al., 2000).The hotel business is the main challenging business in
this industry. Because hotels offer to its customers two types services such as the food services
and accommodations this business is challenging. “This means that managing quality in hotels is
more challenging to hotel managers and staff than it is in any other hospitality business”, (Stutts
and Wortman, 2006).
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2.6 INTRODUCING TQM CULTURE
TQM is the most important level of maintaining quality of services. The own term was provided
by the (Rawlings 2008). The involvement of each person in the firm with rendering the final
product or services is referred by the term total. Quality can be defined as the value incorporated
in the products or services by the firm to make it measurable, understandable, and subjective for
the organization. Maintaining total quality management requires firms generally consider
ensuring the proper or better quality of the product or services provided to the customers
especially starting from the total scheme of the firm requiting the involvement of all the workers
and associates of the firm along with the quality control management from top to bottom level of
management requiring the employee to be more competent to manufacture the eligible products
or services. The meaning of Management is that the TQM should be in a hierarchical form
starting from the top level to the bottom level of management and making the management
responsible for the communication between the organization’s staff and the TQM. The
continuous improvement of the quality is also referred by the term management.
“Since quality has become one of the most important factors in global competition today, in
order to meet that challenge, many businesses have invested substantial resources in adapting
and implementing TQM” (Dilber et al., 2005) because “it reduces costs and increases customers’
satisfaction” (Horngren et al., 2006). The competitiveness, flexibility and the effectiveness of a
firm can be improved by following the TQM approach. TQM is a function of making plan,
formulating strategy to implement plan and controlling and monitoring the activities depending
at each level on the individuals. The staff, suppliers and customers are the areas under which the
TQM system revolves.
It requires that “the principles of quality management should be applied in every branch and at
every level in the organization with an emphasis on integration into business practices and a
balance between technical, managerial and people issues”, (Oakland, 2003). “TQM should be
integrated organization wide and in order to be successful in promoting organization efficiency
and effectiveness”, (Rawlings, 2008).
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2.7 ADOPTING TQM CULTURE
According to Dale (2003), “there are a number of approaches that organizations can adopt in
order to integrate TQM culture”. At first the utilization of the TQM policies that are the results of
guidelines is the first level approaches integrating the culture. Using the packages of consultancy
facilitating the organizational management with the step-by-step plans is the second approach.
Using the system of the knowledge of quality expert such as Deming, Juran and Crosby is the
third approach. Utilizing the self assessment type methods like the EFQM and MBNQA model is
regarded the fourth approach. Utilizing the nonreactive system like the conceptual framework
form model is considered as the fifth approach integrating this culture. Because there needs a
major change in organizational culture so integrating the TQM in an organizational culture is
considered to be a difficult task. According to Higgins et al, (2004), “The organizational culture
is the pattern of shared values, norms, and practices that help distinguish one organization from
another; these values, norms, and practices provide direction, meaning, and energy for the
organization’s staff”.
“Adopting TQM has become attractive to organizations world-wide for competing in the local
and global markets”, (Pun, 2001; Pun, 2002). Rawlings, (2008) argued that “TQM should be
integrated organization-wide and in order to be successful in promoting organization efficiency
and effectiveness”. “Any organization should inject its own operation with three fundamental
concepts of TQM: a customer focus, continuous improvement, and value for every individual to
achieve TQM’s goals: customer satisfaction, staff empowerment, reduced costs, and increased
revenue”, (Godfrey, 2000).
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2.8 CONCEPTUAL FRAMEWORK FOR TQM CULTURE
To introduce the TQM culture in hotel a conceptual framework for TQM culture is developed in
the following figure
Figure: Conceptual framework for TQM culture.
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2.9 SUMMARY
TQM is a function of making plan, formulating strategy to implement plan and controlling and
monitoring the activities depending at each level on the individuals. The staff, suppliers and
customers are the areas under which the TQM system revolves. In this chapter I have reviewed
various previous literatures related to the Total Quality Management (TQM) culture in hotels.
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Chapter -3
METHODOLOGY FOR THE PROPOSED RESEARCH
3.1 INTRODUCTION
In this chapter I have explained the methodology for the proposed study. “Methodology adopted
stands at the heart of a research” (Yin, 2009). In following ways I will conduct the proposed research.
3.2 RESEARCH APPRAOCH
Dubois and Gadde, (2002) stated that “Exploratory, descriptive, and explanatory are the three
most known approaches for research”. According to Scholz and Tietje, (2002), “Exploratory
approach is useful when the purpose is developing hypotheses, models or theories”. “The
explanatory approach is useful to test cause-and-effect relationships”, (Scholz and Tietje, 2002).
Therefore, I will follow the explanatory research approach for this study.
3.3 RESEARCH METHOD
According to Dubois and Gadde (2002), “three are types of research method- inductive,
deductive or abductive from which the researcher uses the suitable one”. Saunders et al (2007)
says that “when a theory is being tested whether it is right or wrong deductive or quantitative
research method is helpful”.
Saunders et al (2007) says, “The Inductive or qualitative research method is suitable when their
needs hypotheses on a progressive basis to grow a theory and to draw the impact of the theory”.
“A qualitative research method exercises definite case studies and relies significantly on
subjective meaning given by respondents”, (Burns & Grove, 1997). So qualitative research
method is suitable for this study and I will follow this method.
3.4 RESEARCH STRATEGY
Yin (2003) stated that, “Research strategy is classified into four areas; Such as case study,
experiments, surveys, histories and an archival analysis”. Yin, (2003) says that, “when the
research questions include ‘how’ and ‘why’ the case study strategy is appropriate”. I will
conduct the proposed research by following single case study strategy.
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3.5 CASE SELECTION
For the proposed study I have chosen Accor hotel in central London.
3.6 DATA COLLECTION METHODS AND TOOLS
The sources from which data are collected are shown in the following figure-
Figure: Sources of Data (source-own)
3.6.1 SOURCES OF SECONDARY DATA
For this study I will collect secondary data from different article, journal, thesis paper,
dissertation, text books, internet, government web sites etc.
3.6.2 SOURCES OF PRIMARY DATA
Primary data can be collected through experiments, survey, or observation. I will collect primary
data by conducting a survey through an in depth interview of the respondents.
3.7 SAMPLING TECHNIQUE
Collecting data from the population is costly and time consuming; therefore, sampling is
essential for data collection. In this research I will use the simple random sampling technique to
identify the sample. The managers of the Accor hotel are the population and among then a
sample size will be determined. The total sample size for this study will be 10.
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Data Sources
3.8 QUESTIONNAIRE TO BE FOLLOWED
A predetermined questionnaire will used in the time of primary collection. I will attach the
questionnaire in the appendix of the dissertation.
3.9 METHOD TO BE USED FOR DATA PRESENTATION & ANALYSIS
I will use frequency distribution, MS-Excel, and other statistical technique to present the
findings.
3.10 VALIDITY
According to Saunders et al., (2003) “validity is the concern about the findings that whether they
are relevant to what they actually are”. Yin (2003) suggests “collect the chain of evidences which
will increase the validity of the study”. Validity will be maintained at any cost.
3.11 RELIABILITY
Saunders et al., (2003) says that, “The reliability of the research is whether the procedures will
yield the same results on other occasions or not, whether will the similar observation be reached
by other observers or not”? Yin (2003) states that, “the objective of reliability is to give
assurance that if the same research is done with the same cases by any other investigator again,
he should get the same findings and conclusions”. Yin (2003) suggests that “keep proper
documentation of the procedures”; and I will do such thing to increase the reliability of the data.
3.12 ETHICAL CONSIDERATIONS
Saunders et al., (2007) says, “Research ethics are the suitability of a researcher’s behavior
regarding the rights of participants in case of being affected by the research work”. I will ensure
the respondents that anyhow their names will not be shown in this dissertation.
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3.13 LIMITATION
Lack of enough time is the key limitation of this study. Another limitation is whether the
respondents (managers of Accor) response truly or not. Although having these limitations I will
try my best to explore the true scenario of the proposed study. I will provide enough time and
also ensure the respondents there will be no information lick so that they response truly.
CONCLUSION
Total Quality management (TQM) is the most important level of maintaining quality of services.
This dissertation is to critically evaluate the introduction of Total Quality management culture in
hotel business. TQM is a function of making plan, formulating strategy to implement plan and
controlling and monitoring the activities depending at each level on the individuals. The staff,
suppliers and customers are the areas under which the TQM system revolves. In service oriented
organization managing quality of the service is most imperative. As satisfying the customer
needs represent the core objective of quality management proper quality management of services
is important in hospitality organization.
This dissertation is an in-depth analysis of the introduction of TQM in luxurious hotels. Total
quality management (TQM), quality management and the knowledge of quality are the main
focal point of this study. In practice the major contribution of this dissertation is to facilitate the
operational activities in a luxurious hotel by constructing a collaborated model designed to make
capable the launching of TQM on the operational scope of the hotel. Facilitating to achieve the
basic four objectives of TQM such as cost reduction, revenue enhancement, satisfying staff and
customers, this management system can help the hotel manager contemplating to introduce the
TQM culture.
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