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Customer Relationship Management In this case, customer relationship management is defined as the continual and persistent effort in maintaining a close relationship with customers by acquiring constant feedback from customers to ensure customers’ needs and requirement are met (Elshaer et al., 2016).An organization should determine the current and future needs of customers and consider their needs as requirements for the whole organization (Yusr et al., 2014).
Although low-cost management through discounting helps increase a hotel’s market share in the short term, it may negatively impact on profitability in the long term (Maslanka-Wieczorek, 2014).
Many hotels therefore have turned to quality improvement for achieving a competitive advantage marketplace (Dimanche, 2014).
Strengthening and building long-term cooperative relationship with suppliers is an important factor as it can increase the competitiveness of the organization competitiveness and thus, improving the performance of the organization (Mosadeghrad, 2015).
Process Management Process management is concerned with a systematic and structured approach to control, manage and optimize the business processes design so that productivity, quality and innovativeness can be attained (Kafetzopoulos et al., 2015).
Product and Service Design Product and service design can be defined as an interrelated set of procedures and measures that are incorporated into the development process of an organization to achieve high quality performance (Karimi, Safari, Hashemi & Kalantar, 2014).
Additionally, product and service design scrutinizes an organization’s quality product and service delivery performance in terms of timeliness, errors and costs of quality, responsiveness and customer satisfaction (Shan et al., 2013).OMICS International organises 3000 Global Conferenceseries Events every year across USA, Europe & Asia with support from 1000 more scientific Societies and Publishes 700 Open Access Journals which contains over 50000 eminent personalities, reputed scientists as editorial board members.All submissions of the EM system will be redirected to Online Manuscript Submission System.Leadership Many studies support that leadership is one of the most important factors that impact a firm’s performance (Ooi, 2014).Leadership and top management support is expected to have an integral role in encouraging the practices and behaviors that lead to quality goals establishment, resources allocation, quality performance evaluation and quality improvement (Barouch et al., 2016; Alidrisi & Mohamed, 2012).Additionally, excessive hotel projects have saturated the market, with many more in the process of being constructed or about to be built, making the cutting-throat situation worst (The Star Online, 2017).The hotel market is pretty saturated at the moment and with more hotels opening, the demand for rooms is going to drop even further (The Metro News, 2017).Meanwhile, correct implementation of TQM practices could enhance the quality of products/services delivered and enable hotels to remain competitive (Ho, 2010).Introduction to TQM It is both a philosophy and a series of guiding justifications that are the basis of a ceaselessly improving organization (Shweta, Ruchi & Monika, 2018).Hence, the current study proposes a new definition of TQM mainly drawn from Ismyrlis et al. (2015) stated as following: TQM is a management based approach with the participation of all members of an organization in improving processes, products, services and the culture in order to achieve higher level of satisfaction of customers and other associated stakeholders.Elements of TQM Elements of TQM There is no particular agreement on the elements that constitute TQM and still the elements are varying among different researchers across the globe (Corredor & Goni, 2011).