Module name: Managing Service Quality
Module code: 6H05

Question

Module name: Managing Service Quality
Module code: 6H0522
Trimester:
3/Summer - 2021/22

TutorBin · Accepted Answer

Quality management and quality improvement of Selina Page Break Table of Contents Page Break Introduction Quality management is one of the most effective aspects of the growth of an organisation. One of the largest and fastest-growing hospitality organisations is Selina. Customers can have a luxurious stay at the beautiful accommodation provided by the company. Along with that they can work and travel at the same time abroad (Whatis.selina.com. 2022). This is what makes Selina unique in comparison to other hospitality companies. The company provides their service to over 163 countries across the world (Whatis.selina.com. 2022). The company does not only provide their service to the large metropolis and urban cities, but they are also spread across the beautiful and vivacious countryside area, the Jungle of Amazon, and other attractive and adventurous places (Whatis.selina.com. 2022). Since this company is quite different and effectively spreading across the globe, this company is chosen for this essay. The quality management style of Selena is benchmarking. They get a very minimal amount of negative reviews from their clients. With effective quality management, organisations can promote their brand, and current market position and achieve competitive advantage as well (Faraj et al. 2021). Selina is effectively aware of the importance of quality management. From their premium quality service, they please the customer and attract them with newer purchases and offers. This essay critically highlights the current quality management approach of the company. It further assesses the strengths and weaknesses of these approaches and the prospect of quality improvement. Body Current approaches to quality management and their Strength and weaknesses Selina has high morals with a customer-based approach. To develop the quality of their service, they rely on the customer demands, reviews and needs. Based on the reviews, the company highlights the current market demand and the key strengths and weaknesses of the service. They also apply the total quality management (TQM) approach. In this process, the entire team of internal stakeholders acts as a single unit where the key purpose and mission is to provide high-quality and standard service to every guest. In this approach, their key strength is that they do not discriminate against guests based on their age, gender, ethnicity, nationality, culture, religion and so on (Faraj et al. 2021). With the TQM approach, a company can achieve high standards of performance and service to satisfy consumer needs (Yeng et al. 2018). The company has a high standard of corporate social responsibility (CSR) that the company uses to rectify their attitude towards the guests. They provide quality service and premium quality behaviour to every guest. This increases the rarity of the guard and the company standards. However, the key weakness in this is that the employees might find it challenging in different situations. There are always some guests, hard to please. The rude attitude of such guests toward the employees can decrease their trust in their job role and performance. Therefore, TQM might not be profitable under different circumstances. The company further follows the ISO 9000 quality management system and standards to gain consumer trust in its services. The key strength of this approach is that it helps the company to market its business more effectively and exploit new markets (Luan et al. 2020). The growth of the company in different international regions such as Portugal, Costa Rica, Columbia, Mexico, Panama, USA, Brazil and more is more effective with these quality management standards. Besides, it helps the company's continuous improvement and reduces errors or internal faults in the service. One of the most effective strengths of this approach is that it helps Selina to run a sustainable business with the reduction and recycling of waste. It further helps to improve the service efficiency of the employees and increase customer and other external stakeholders' satisfaction. However, the weakness of this approach is that the company has to change their CSR and ethics under different circumstances. There can never be any rigid form of practice for the standards. Therefore, it might slow down the positive impact of the standard and this quality management approach. Besides, this standard helps the company to have a strong consumer focus. Therefore, they can have a confirmed customer-based approach regarding their effective progress. Thus, the company could provide a local experience and other adventurous offers such as surfing, boarding, canopy, diving, hiking and so on (Selina.com. 2022.). With a customer-based perspective that can highlight the key demands of the customers based on their current needs. For example, cycling at the absurd might not be available for other hospitality companies. However, Selina provides a customised and personalised experience and gives a home-like, but better atmosphere to their guests abroad. Besides, to improve the quality of service, they improve the quality of accommodation and food. They highly support veganism and a cruelty-free world. However, their cuisine includes varieties of tastes and cultures while their accommodation is safe for animals and pets also. The company has high standards and different sorts of availability for their customers. There are wide ranges of prices and products as well as places on their list. In this case, the key strength of the company is that they attract customers from different demographics. However, in this process, they can damage the cultural needs of different populations. While the majority of their food service is vegan, meat-consuming customers might be offended by their behaviour towards food. Besides, their serving of meat and dairy products can further offend vegans. it is not possible to please every customer with their behaviour. However, with this quality management approach, they aim for the best for their company. Quality improvement cycle The quality improvement cycle is the process of further enhancing the quality of a project or service. Firstly, the company must understand the key opportunities and define its missions and values (Meira et al. 2019). Besides, they must go through self-assessment and assessment by others, mostly customers. Any analysing the assessment, and gathering data regarding the effectiveness of their service and that of their largest competitors in the marketplace, the company can further enhance their quality of service. One of the most impactful improvements that Selina can conduct is by introducing green initiatives in their quality management approach. With green facilities, they must reduce food waste, and reduce the emission of carbon Dioxide and other greenhouse gases such as CO, CFC and more (Singjai et al. 2018). In this process, they must implement green strategies and services for their customers. Besides, they must spread awareness regarding the impact of green usage. Besides, there are language barriers as well. To mitigate this challenge, the company must have skilful and multilingual employees or hosts in every place and city of their service. A trusted and devoted tour guide can help the company to increase its sales and the number of consumers. Though it could be hard to get such employees, it is not altogether impossible. One of the most effective processes to improve quality is through communication. They have different types of options onboard. One includes providing reviews by the customers about their service. Linguistic barriers can be one of the major challenges in the hospitality industry (Akbarjanovna, 2021). However, the majority of the review panel is in English and other dominating languages which can be a critical challenge for people with no knowledge of this language. Therefore, the company must have effective implementation of technologies in their system to translate the language instantly. Besides, people with different language speaking abilities are highly effective in building strong communication with the guests. To improve their quality, they must use the EFQM Excellence model which is a non-prescriptive framework for strategic and continuous development of quality. It is a self-assessment tool where the company can verify and assess its service. In this process, they can highlight the minute issues within their behaviours and service. Thus, they are highly motivated and aware of their probable issues and flaws to rectify in future (Liu and Ko, 2018). Impact on customer satisfaction and international market competition The company has a high impact on the customers as they follow a customer-based quality management approach. With these quality management standards, the company's expansion into several international markets, including Portugal, Costa Rica, Columbia, Mexico, Panama, the United States, and Brazil, is more successful. Additionally, it aids in the company's ongoing improvement and decreases errors or internal service flaws. The fact that this paper helps Selina maintain a sustainable business by reducing and recycling waste is one of its strongest points. Additionally, it increases employee service effectiveness and customer and other external stakeholders' satisfaction. The drawback of this strategy is that it requires the business to adapt its CSR and ethics to various situations. There can never be a strict practice that adheres to the norms. Consequently, it can reduce the effectiveness of the standard and this quality management strategy. Additionally, the company and its quality management approach aid the business in maintaining a strong customer focus. As a result, they may make sure that their progress is effective by taking a customer-based strategy. As a result, the business could offer tourists a taste of the area as well as other daring activities like surfing, boarding, canopy, diving, hiking, and so forth (Selina.com. 2022). Utilising a customer-centred perspective that can highlight the most important client wants in light of their present requirements. For instance, other hotel businesses might not be able to offer to ride at the site. However, Selina gives its visitors who are travelling from other countries a unique and personalised experience as well as an environment that is better than at home. To gain customer satisfaction, they highlight the key customer demands and the different market needs. They make different sorts of travel packages for different customers. They have their family packages, packages for individuals, business groups, friends, elderly people, and more. They have a high range of target customers and their service is effective for young, adult, middle-aged and even elderly people. They have different types of needs and services for people with different economic backgrounds, demographics and ages (Franco, et al. 2020). One of their most effective approaches to customers can be seen in their CSR and other ethical guidelines. Besides, their sustainable service attracts the attention of numerous consumers. Additionally, they raise the standard of the food and lodging to improve the quality of the service. They strongly believe in a world without cruelty and are vegans. However, their cuisine features a wide range of flavours and cultural influences, and their lodging is pet and animal-friendly. The business maintains excellent standards and offers a variety of customer availability options. There are many different products, prices, and locations on their list. In this instance, the company's main selling point is the ability to draw clients from a variety of demographics. Conclusion One of the key elements for an organization's growth is quality management. Selina is one of the biggest and fastest-expanding hospitality companies. Organizations can promote their brand, existing market position, and competitive advantage with good quality management (Faraj et al. 2021). Selina understands the significance of quality management. The company Selina follows different effective approaches such as TQM, a customer-based approach, for quality improvement. By integrating green initiatives into its quality management strategy, Selina can make one of the most significant gains possible. They must decrease food waste, as well as the emissions of CO2, CFC, and other greenhouse gases, with green facilities (Singjai et al. 2018). They must employ green policies and provide clients with service during this process. They must apply the EFQM Excellence Model, a non-prescriptive framework for the strategic and ongoing growth of quality, to raise their quality. Page Break References Akbarjanovna, U.N., 2021. IMPROVING THE QUALITY MANAGEMENT SYSTEM OF HOTEL SERVICES. Berlin Studies Transnational Journal of Science and Humanities, 1(1.1 Economical sciences). Faraj, K.M., Faeq, D.K., Abdulla, D.F., Ali, B.J. and Sadq, Z.M., 2021. Total Quality Management And Hotel Employee Creative Performance: The Mediation Role Of Job Embeddedment. Faraj, KM, Faeq, DK, Abdulla, DF, Ali, BJ, &Sadq, ZM (2021). Total Quality Management And Hotel Employee Creative Performance: The Mediation Role Of Job Embeddedment. Journal of Contemporary Issues in Business and Government, 27(1), pp.3838-3855. Franco, S., Caroli, M.G., Cappa, F. and Del Chiappa, G., 2020. Are you good enough? CSR, quality management and corporate financial performance in the hospitality industry. International Journal of Hospitality Management, 88, p.102395. Liu, Y.L. and Ko, P.F., 2018. A modified EFQM Excellence Model for effective evaluation in the hotel industry. Total Quality Management & Business Excellence, 29(13-14), pp.1580-1593. Luan, Y., Zhang, S. and Zhang, J., 2020, January. The application of ISO9000 quality management system in the development of hotel industry. In 2019 International Conference on Management Science and Industrial Economy (MSIE 2019) (pp. 324-327). Atlantis Press. Meira, J.V.D.S., Dos Anjos, S.J.G. and Falaster, C.D., 2019. Innovation and performance in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 20(2), pp.185-205. Selina.com. 2022. Selina. [online] Available at: [Accessed 13 October 2022]. Singjai, K., Winata, L. and Kummer, T.F., 2018. Green initiatives and their competitive advantage for the hotel industry in developing countries. International Journal of Hospitality Management, 75, pp.131-143. Whatis.selina.com. 2022. Our Story - How it All Started | Selina. [online] Available at: [Accessed 13 October 2022]. Yeng, S.K., Jusoh, M.S. and Ishak, N.A., 2018. The impact of Total Quality Management (TQM) On competitive advantage: A conceptual mixed method study in the Malaysia Luxury hotel industries. Academy of Strategic Management Journal, 17(2), pp.1-9.

Module name: Managing Service Quality Module code: 6H0522 Trimester: 3/Summer - 2021/22

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