Most Hospitality Operators use the term “Quality” somewhere in their advertising and promotion. What exactly does that mean? One would compile multiple responses, as management tries to define “Quality”. The same would be said for their staff, and, just as importantly, the customers. We all have different perspectives. Quality has become an essence to lifestyle and with intensification of competitors; there exist a constant drive to excel in business. Various authors and individuals have defined quality as per the business aims and objectives, however a definite explanation of quality is quite impossible as the word quality itself is an ever changing phenomenon. This report attempts to define quality to its closest meaning, by comparing and contrast two definitions from different authors. It defines and differentiates service quality and product quality and finds out how Jumeirah Carlton Tower Hotel, which is the chosen organisation for this report, uses the EFQM quality model to maintain and enhance quality. The information used in this report is collected by reviewing various authors’ books and journals in hospitality.
Two definitions of Quality in hospitality contexts:-
First definition of Quality:-
Crosby, (1979) in his book, “Quality without tears” wrote that quality has to be defined as conformance to requirements.
Though brief, Crosby’s definition places the organisation in the position of operating to something other than opinion and experience. It means that the best brains and most useful knowledge will be invested in establishing the requirements in the first place. They will not be used in determining what can be done to smooth over the rough places. According to Crosby, Quality is to be provided in the first instance itself and there shouldn’t be situations, whereby the end user should find defects and recommend changes. For quality to achieve at its finest level there should be intense research done to prevent product deformities. Crosby identifies the conformance requirements that shall be included or addressed in specifications.
Second definition of Quality:-
According to ‘The Museum of Foreign Literature, Science, and Art’ by Walsh et al (1833), Hospitality is a quality, whose very existence presupposes a surplus of means in those who exercise it. Reduce the means below par, and the hospitality will cease.
Walsh et al measure Quality as wealth or income, reducing quality while exercising it, will no doubt, reduce hospitality. For the authors of this journal, Quality is a condition of excellence implying fine quality as distinct from poor quality as quality is achieving or reaching for the highest standard as against being satisfied with the sloppy or fraudulent.
Comparing both the definitions of Quality:-
The only similarity between both the definitions is that, they have a general understanding that quality can be measured. Both the definitions of respective books and journal believe in understanding the quality requirements in a product or service, whereby, more the understanding of the customer requirements for quality better is the quality.
Contrasting the two definitions of Quality:-
Although there isn’t much difference between Crosby’s definition and the other authors of the journal, as Crosby would like quality to be embedded in the product during its production and the writers in the latter definition would like to describe by measuring the embedded quality during the process of execution.
According to Leffler, K. (1982), Product Quality refers to the amounts of the unpriced attributed contained in each unit of the priced attribute.
Leffler quantifies the elements involved in product quality. He prices each element or attribute in the product. By increasing the number of attributes in the product, the quality will increase and so also the price.
As per Broh, R. (1982), Service Quality is the degree...