Report on Quality Management and Customer Satisfaction in Hotels

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Table of Contents
1. Executive Summary 2
2. Introduction to the report 3
2.1. Objective of the report 3
3. Introduction of the research topic 4
3.1. Aim of the study: 5
3.2. Research objective(s): 5
3.3. Research Questions(s): 5
4. Literature Review 6
4.1. Defining the topic through different researches 6
4.2. Main issues highlighted by the research. 8
4.3. Similarities among the researches 10
4.4. Difference among the researches 11
5. Conclusion 12
5.1. Connecting the findings from the literature review to the research idea: 12
5.2. Further study of the topic 13
5.3. Collecting the data 14
5.3.1. Target respondents 14
6. References 15

Executive Summary
There are a large number of potential hotels that are entering into the hospitality market due to the advancement in technology and increasing number of tourists and customers across the globe. Hotel industry has therefore, been more and more quality conscious and they have developed customer centric services that would involve providing an extensive customer service and satisfaction. It would help them to achieve a significant position in the hospitality industry as well as help them in developing a niche for themselves. Quality management plays a vital role in achieving long term success for the hotel chain in the industry and it helps in ensuring that it stays at that position.
The factors are developed through an in-depth understanding and evaluations from different researches carried by experts, famous authors and industry scholars on the subject of quality management. The report discusses the different approaches that are developed by these authors regarding developing a suitable quality management model and implementing it throughout the system. The decision of making investments in various processes that are related to bringing improvement in the quality of service across various departments in the hotel that are well maintained. These factors are discussed in the report along with the level of implication that each one of them have while adapting them in the hospitality industry. The suitability of the factors have been obtained for implementing them to increase the level of quality and improve its management across the business carried by the hotel chains in the hospitality industry.
The approaches developed by different authors have not only been studied but similarities and differences have been established. The results that have been obtained after evaluation and analysis of the expert work provided by the researchers and this findings are connected to the applicability of the concept on the quality management process in hotels.
Introduction to the report
The report deals with obtaining the relationship between the various factors of quality management and customer satisfaction that would help in establishing a firm relationship with the customers and ensure a high quality management in the hotel. These relationship would be established on the basis of the influence that these factors have on the overall functioning of an organization in the hospitality industry. The objectives of the report are developed and are provided as follows:
Objective of the report
• Identify the elements or factors that can be improved from the quality management point of view.
• Establish the customer related factors that are prevailing in the hospitality industry and tourism market across the globe.
• Measure the impact that the actions performed in the hotel or the employee behavior has on the management of quality throughout the system.
• Develop ideal steps and measures to improve the level of currently existing quality management in the hotel industry.
• Establishing a connection between the success of a hotel and the level of quality management that is implied in it.
Introduction of the research topic
In the 21st century, with the advancement in technology and other upgradations, there is a cut-throat competition among a large number of hotel chains that are striving hard to establish a niche in the global hospitality market and establish a wide pool of customers. Along with it, the number of tourists and travelers that are visiting hotels across the world has increased magnificently. However, the tremendous increase of tourists and travelers across the globe has also led to the high level of expectation that they have from the hospitality industry (Johns, 1993). The availability of a large number of hotels at an affordable and competitive price provides them with a foremost advantage over the selection of hotels. They have the power to determine the success or failure or any hotel chain worldwide. Hence, hotel chains and the hospitality industry takes special care of the customers. In achieving the desired level of customer satisfaction and customer loyalty, ensuring high quality management in the hotel is necessary. It is a matter of great concern for the senior level managers to track the quality that persists in the hotel as well as identify the scope for improvement and apply innovative and impactful solutions to improve the quality management (Nieves & Segarra-Cipres, 2015).
The parameters that are related to the development and growth of any business in the cut-throat competition has generated deep interests in me to research on the topic and establish a relationship between the different ideologies, strategies and theories that would help in improving quality management through the hotels. The power that quality management has in determining the success and sustainability of the hotel chains in the hospitality industry through various processes related to it motivated me to carry the research and develop a simulation of the factors that is required for the success of any hotel chain in the global hospitality market.
Aim of the study:
The aim of the study is to identify the scope for improvement in the hotel industry through the quality management sector.
Research objective(s):
The research aims at identifying the concepts and strategies related to evaluation of the quality management process in the hotel industry. It involves development of certain research objectives that would provide the required clarity and they are:
• Identifying five different articles that have been developed by scholars on the concept of quality management in hotel industry.
• Developing similarities and differences between them.
• Obtain the future potential that these theories have for improving the quality of service through effective management of the resources.
Research Questions(s):
1. What are the variables and strategies that are essential in understanding a high level of quality management that is required to be implemented in the hotels?
2. Why are the concepts related to each other?
3. How the concepts and theories are studied and developed related to each other and different constraints that are developed in them?
4. Where would these strategies be applicable and obtain the feasibility of their entire application process?
5. Who all would be actually benefitted from these strategies and its implementation in the hotels and the hospitality industry?
Literature Review
There are many theories, management concepts as well as works that establish the relationship between the level of quality management that is implied in an organization and the success of the hotel in the hospitality industry. Carrying an appropriate research of the topic includes understanding the researches developed by the management scholars and expert authors and develop a critical evaluation of their researches so as to implement it on our topic.
Defining the topic through different researches
A significant part of the quality management in the hotel industry is depended on the employee behavior and their attitude towards their work. Thus, job satisfaction and employee turnover serve to be critical in establishing the level of quality management that is prevalent in the organization. The level of satisfaction among the employees regarding their jobs has a very good contribution in predicting the employee turnover. It has been obtained by the two researchers Halil Nadiri and Cem Tanova, in their research that involves the above mentioned factors. They carried this research over 208 employees that were working in a hotel in North Cyprus (Nadiri & Tanova, 2010).
The perception of the location of the hotel through the number and quality of tourist hotspots that are available around it helps in increasing the level of interest among the tourists to stay in a particular hotel. It has been defined very well in their research by Vesna Zabkar, Maja Brencic and Tanja Dmitrovic. They emphasized on the understanding of the visitor’s behavior and stated that it would be very useful for maintaining high quality in the organizations that are concerned with the hospitality industry. On the same note, there are many factors that result in providing satisfaction to the visitors and this would ensure that they would be developing a positive attitude and behavior towards revisiting the hotel in the future. For this research, they took a sample of 1056 visitors across 4 destinations in Slovenia that are related to the hospitality industry and the hotels present over there were taken into consideration (Zabkar, Brencic, & Dmitrovic, 2010).
While considering the concept of quality management in the hotel chains and the hospitality industry, the steps that they take concerning the impact on the environment through their functioning play a pivotal role in long term sustainability of the hotel. It would help in ensuring that the measures that the hotel takes regarding their contribution to the environment is very important and it has a huge influence on the performance of the firm. Few researchers have come together and they have combined the concept of quality management and environmental management and they have linked it with the performance of the hotel. For this purpose they had collected data from 301 hotels that come under the criteria of 3-5 star in Spain (Tari, Claver-Cortes, Pereira-Moliner, & Molina-Azorin, 2010).
There are many external factors that affect the performance of the hotels like the market orientation, market trend and Total quality management. There is an increasing competition among the hotels in the hospitality industry due to the entry of many new potential competitors. During such times, carrying market analysis and market oriented strategies would be very beneficial for the hotel to retain a large share in the market for themselves. It has been shown by three researchers, in an article that total quality management and market orientation are interdependent and they have a huge effect on the success of the hotel in the global market. The researchers collected about 588 samples and they derived the importance of the external environmental factors on the performance of the hotel through the use of “Structural equation Model” (Wang, Chen, & Chen, 2012).
There are many researches that show the relationship between the environmental factor and its management with the quality management strategies in the hotel industry. Few of the researchers came together and developed a research that is based on developing an organizational design that is to be implemented in the hotel industry across the globe. They have considered the relationship between environmental management and quality management and then, they have developed a link between the organizational design and these two types of management. Thus, a complete combination of all the three concepts have been obtained for the benefit of the hotel industry (Tari, Molina-Azorin, Lopez-Gamero, Pereira-Moliner, & Pertusa-Ortega, 2014).
Main issues highlighted by the research.
The adaptability of the quality management theories and ideologies serves to be the most critical issue for any organization that is looking to establish their hotel business with the aim of maximizing its customer satisfaction and increasing their profitability. The main issue tends to be the problems that are developed due to the ignorance of the staff members that sometimes, result in extreme consequences and loss of customers. For this purpose, the researches that have been in the above section are going to be studied for understanding the core concepts that are discussed in them. The main issues that are highlighted in the mare mentioned below.
In the first research, the researchers have emphasized on the performance of the hotels from the employee point of view. The description of the strategies and policies that are to be implied for ensuring justice through the operations like the turnover intentions and employee satisfaction regarding their job and company, development of the organizational behavior concepts in the market (Nadiri & Tanova, 2010).
The second article focuses on the perception of quality, the satisfaction among the visitors and the behavioral intentions that largely influence the performance of an organization in the hotel industry. It helps in identifying the approach and attitude that is to be maintained while developing any tourist destination that would be having large number of customers across the globe (Zabkar, Brencic, & Dmitrovic, 2010).
The third article provides an in-depth understanding of the environmental and quality aspects of management. It has helped in achieving a study on the joint impact of the above mentioned factors on the firm’s performance in the hotel industry. They have established a testing of the quality through the ANOVA and regression analysis that would help in identifying the tasks that are to be carried out better performance in the firm through considering the environmental factor of quality management and staying committed to it during all the operations that are performed in the organization (Tari, Claver-Cortes, Pereira-Moliner, & Molina-Azorin, 2010).
In the fourth article, the researchers have very well established and highlighted the relationship between total quality management, market orientation and its effect on the performance of a hotel in the hospitality industry across the globe. The effect of the external environmental factors on the overall functioning of the hotel and different operations performed in them. For effective utilization of their resources and for establishing a considerable share in the global market, hotels have to continuously track the changes that are occurring in the market and at the same time predict the trend that would be prevailing in the future (Wang, Chen, & Chen, 2012).
The fifth article highlights the issue from the organizational design point of view. In this article, the researchers have established the interconnection links between environmental management and quality management and its impact on the development of an organizational design has been obtained. It is a very unique research that synchronizes the above mentioned three factors along with its joint effect on the performance of a hotel in the global hospitality industry that would lead to achieving success over a period of time (Tari, Molina-Azorin, Lopez-Gamero, Pereira-Moliner, & Pertusa-Ortega, 2014).
Similarities among the researches
In all the researches that have been discussed, there has been effective implementation of the quality management theories, model and ideologies on the various actions and overall performance of the hotel in the global hospitality industry. The context of these articles takes us to a common platform that deal with the application of the quality based theories, ideologies and factors for taking the decisions regarding investments in different mediums that are related to improving the performance of hotels. There is a common theme in all the articles and they are similar in the way they develop the structure of their research. Different theories are studied in all the researches and on the basis of that a conclusion has been obtained. The articles are mostly based on collection of data and using quantitative methodology for research
All the five researchers have developed few common factors that are to be considered while developing a plan for the success of the hotel in the hospitality industry. These factors include the Return on Investment strategy for the cost incurred in developing and maintaining a hotel, approach to maximize the wealth through increasing the profits that would be achieved through satisfied customers and increasing share in the market. There is an individual assessment carried out for the factors that are identified in each of the article and this assessment has been concluded along with its future potential in each of the researches.
There has been a similar concept of evaluating the global hospitality market and the potential that it has for providing return on Investment (ROI) for the hotels has been used in all the researches. The attributes and characteristics that are associated with making investment in different sections of the hotel, developing strategies for achieving healthy quality management across different operations performed in hotels that would help in creating a significant position for the hotel in the global market.
Difference among the researches
All the researches are different from the perspective of their approach towards the development of quality management on the basis of different factors in the market. They differ in the rationalities that are derived in each one of them. The concepts developed in them are such that they help in obtaining different views and dimensions to the concept of implementing quality management in hotels and its impact on the success of the hotels worldwide.
The first research article is different from the others as it is the only article from among the five that focuses more on the employee point of view through obtaining employee turnover, job satisfaction among them and development of an ideal behavior in an organization. The second article is the one that considers the visitor’s satisfaction and it has not been mentioned in any of the other 4 articles. The third and the fifth article are different from the other articles as they combine the effect of environmental management and quality management. However, the fifth article does also consider organizational design factor for the hotel industry. The fourth article is the only article that focuses on the external factors that are pertaining to the market.
Conclusion
Thus, it can be stated the articles that have been discussed in the above section of literature review have a considerable implication on the decisions and measures that are to be taken regarding the development of quality management process in the hotel industry. It helps in establishing the future potential that can be obtained through implementation of the quality management phenomena on the business of hotel industry and generate good amount of returns from the investments and efforts that are envied in them. Thus, a specific research about the developed evaluation and analysis of the articles would help in obtaining the level of implication on the hotel industry that can be derived from the report. It is discussed in the following sections. The articles that have been researched have helped in developing a critical approach that would be useful in developing a systematic approach towards the process of quality management in hotels.
Connecting the findings from the literature review to the research idea:
There are different researches discussed in the above section and each one of them are in some way related to the development of quality management process for the success of the hotel industry. The findings from these literatures have helped in determining that the actual implementation of the model and strategies would be very useful in obtaining a successful and sustainable business in the hotel industry. The articles that have discussed i have developed the concept on the basis of formulated data that was collected in most of them through different mediums like survey and questionnaire. The demonstration of the quality management process has been established in different manners through all the articles. But, it can be stated that each one of them can be linked to the research idea that is taken for the report. The findings help in understanding the importance of investing in feasible concepts and ideologies and evaluating this feasibility on the basis of the effects that it has on the success of hotels in the global market.
Further study of the topic
Evaluating and implementing the quality management factors in the decisions related to the hotel industry has a very bright potential in it. It helps in providing a foundation for understanding the critical elements that are required for increasing the profitability and obtaining a large return of the investment that is carried out through different sources and medium in the hotel industry. The investment that is carried out in different product, services and other commodities is also to be considered and it has been stated that it would be very useful in obtaining positive results through the global hospitality market. The global hospitality market is very critical to be evaluated and carrying an extensive research of such market would help an organization to understand the potential benefits that the investment made by them would generate from the market in the hotel industry.
Evaluating the topic as per the factors that are existing in the market regarding the improvements in the quality management that can be derived from different considerations is the need of the day. It is becoming very significant to contribute to the well-being of the nature as well as to the economic conditions of the country through promoting the country on a global level. Hotel industry would be providing good tourism opportunities for revenue generation with large number of visitors from different countries that would be coming to them. It will help in maximizing the outputs that can be generated from the investments that is carried in terms of maintaining the hotel and carrying different operation in it.
Collecting the data
All the articles are very well evaluated in the section above along with its critical analysis. The future potential of the research has also been determined. It can be stated that the data regarding the research that is to be carried out by us can be collected from people working or belonging to different fields related to the hospitality industry. The data would be collected through questionnaire from the respondents in such a way that maximum responses would be obtained. The data that is to be collected has to be initially evaluated and analyzed in order to obtain its suitability for carrying the research on the various functions related to the hotel industry across the globe.
Target respondents
The respondents would be provided with sufficient time to fill the questionnaire. It has to be ensured that the information provided by them would be kept confidential and that their name would not be used in any research or research related content. Special consideration of their confidentiality and security has to be carried out and they have to be assured that it will be taken care of in the best possible way. The respondents can be of any origin and they can be of any age group. But, the basic criteria would be that the participants should be from any hotel that has a good reputation in the hospitality industry across the globe.

References
Johns, N. (1993). Quality management in the hospitality industry: Part 3. Recent developments. International Journal of Contemporary Hospitality Management, 5(1).
Nadiri, H., & Tanova, C. (2010). An investigation of the role of justice in turnover intentions, job satisfaction, and organizational citizenship behavior in hospitality industry. International journal of hospitality management, 29(1),, 33-41.
Nieves, J., & Segarra-Cipres, M. (2015). Management innovation in the hotel industry. . Tourism Management, 51-58.
Tari, J. J., Claver-Cortes, E., Pereira-Moliner, J., & Molina-Azorin, J. F. (2010). Levels of quality and environmental management in the hotel industry: Their joint influence on firm performance. . International Journal of Hospitality Management, 29(3), 50.
Tari, J. J., Molina-Azorin, J. F., Lopez-Gamero, M. D., Pereira-Moliner, J., & Pertusa-Ortega, E. M. (2014). Quality management, environmental management and organizational design in the hotel industry: a qualitative study. . Tourism Research & Hospitality.
Wang, C. H., Chen, K. Y., & Chen, S. C. (2012). Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors. . International Journal of Hospitality Management, 31(1), , 119-129.
Zabkar, V., Brencic, M. M., & Dmitrovic, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. . Tourism management, 31(4), , 537-546.

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March 9, 2018

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