ASSIGNMENT

ON

TOTAL QUALITY MANAGEMENT

IN

EMIRATES
Submitted in the partial fulfillment

for the award of degree in

BACHELORS OF BUSINESS ADMINISTRATION

IN

University of Central Punjab, Bahawalpur

Submitted by

AHMAD RAZA
Under the guidance of

MA’M MAHUM TARIQ

Department of Business Management

University of Central Punjab, Bahawalpur

Q#1. Definitions of quality in terms of business and services?
As of today, the success of Emirates Airline is subject to various factors, the leading
one being quality related. As a matter of fact, this airline subscribes to the services of
Emirates Group Security, a private agent that ensures the smoothness of operations in
all companies under the government of Dubai’s ownership. With respect to Emirates
Airline, the services of this agency are of help with reference to quality issues such as
secure aviation operations, employee training and development, prevention of fraud
especially in ticketing, document verification ease, cargo protection, safety in the
aircrafts, quality assurance, proper administration and surveillance, as well as proper
flight catering (Emirates, 2013). A critical look at the operations of Emirates Airline
proves that there are many benefits culminating from the use of a quality management
system within its operations.

The first one is meeting the customers’ needs. This is important since all
organizations’ survival relies on their customers which means that understanding both
their current and future needs is vital in ensuring the going on concern (Schlickman,
2003). This helps in increasing both the revenue and the market share. Customer
loyalty is established as well, creating repeat business in the process. The second one
is exemplary leadership. Through the establishment of proper quality management
systems, the management of organizations coordinates towards embracing unity of
direction in pursuing the mission of the organization (Bagad, 2008). Consequently,
every other worker understands and gets motivated in meeting the objectives and
goals of the organization. More so, trust is easily established and fear equally
eliminated.

The third benefit is establishment of teamwork sprit; involvement of all work force. In
this case, people at all work levels are involved in all important organization
activities, using their different abilities and potentials in decision making to the
organization’s advantage. In this case, creativity and innovation mark the
organization’s growth pattern (Nanda, 2005). The fourth advantage surfaces in the
achievement of the desired process approach. This basically means the ability to
match each activity to its most relevant resources. The materiality of this is reducing
the production or operation costs as well as shortening the time through which the
effectiveness of the resources is achieved

Q#2. Range of quality management approaches that can be adopted by

the organization.
In the pursuit of analyzing the current business scenario and making the best
improvement from it for future use, excellence models are used. Basically, an
excellence model refers to the general frameworks applied by organizations while
focusing all decisions and actions in a structural and systematic manner, thus resulting
to positive performance (Porter & Tanner, 2012). There are a number of excellence
models applied by various organizations with respect to meeting their business
excellence needs. For instance, there is the Baldrige Criteria which consists of seven
principles and forms a basis of many other business excellence awards, worldwide.
Another one is the famous EFQM model, which is based upon the standards set by the
European Foundation for Quality Management. This one consists of nine principles.
Others include the Singapore Quality Framework, the Canadian Framework, and the
Australian Framework, all with seven principles. Critical review to the above
excellence models reveals that they are all related and observe the provisions of the
international quality management standards (Porter & Tanner, 2012). From the study
of the above, it is easy to develop an optimal model specific for Emirates Airline, with
the following seven principles.

1. Leadership: The leadership in Emirates Airline should focus on creating a

purposeful unity of direction to all workers in the entire organization. Consequently,
the organization’s goals and objectives will be met with a lot of motivation. More so,
the airline will be able to set and achieve more challenging targets in the future. The
inspiration from different workers will thus be recognized and put to use.

2. Stakeholder Involvement: There are many people in the organization’s environment

that contribute towards the eventual growth and sustainability of the Emirates
Airlines. Steps in involving all of them enhance general motivation, which is a key
element behind creativity and innovation. This will result to all the involved people
actively seeking for opportunities to improve their personal competence and
experience, which results to positive growth for the organization.

3. Customer Focus: Customers form the basis of every organization’s survival. The
customers are especially important in the case of service provision, as in the case with
Emirates Airline. Therefore, the airline should focus much of its attention towards
understanding the current as well as the future requirements of its customers so as to
efficiently meet their expectations. The upper hand of customer focus is that it leads
to customer loyalty, which consequently results to repeat business.

4. Process Approach: This is important since it is evident that most desired results are
results of effectively relating the activities and the resources in an easily manageable
process. In light of this, Emirates Airlines will be able to focus on prioritizing various
improvement opportunities. More so, the airline will also easily focus on resources,
materials and methods which are vital towards general organization improvement.

Q#3. How Quality management can measured?

Gap Analysis

The essence of this analysis is to compare the current quality management system in
use by Emirates Airline against the optimal excellence model prepared for the same.
The best way to go through it is by applying and interrogative approach; posing
questions against each principal in the proposed model (Franklin, 2006).

Does Emirates Airline’s leadership demonstrates unity of direction? Yes it does. This
is evident from the fact that it sets challenging goals that have seen the airline
company evolving from a domestic firm into one of the leading international airlines.

How about the involvement of the stakeholders? As expected in the model, Emirates
Airline embraces innovative and creative ideas from all its workers and customers.
The effect of this is seen in the state-of-the-art facilities installed in their passenger
and cargo aircrafts.

Is there evidence of active customer focus in Emirates Airline? Absolutely, the major
contributing factor behind the success of this airline’s services is as a result of deep
market research. Through such activities, the airline is now able to meet the needs of
all its customers by incorporating different flying standards such as first class,
business and economy class flights. More so, aircrafts pursuing different routes are
accustomed with facilities that are in line with the cultural and traditional
backgrounds of those different destinations.

Are there process approach mechanisms in Emirates Airline? To some extent, the
above principle is fulfilling. However, there is need to embrace much of it. For
example, since it is a globally accredited airline, it should consider streamlining its
flight classes in a more satisfying manner. More so, it should establish a way to
ensure that all its host and hostesses share common root training.

What is the situation with respect to continuous improvement? This is self

elaborating. Emirates Airline has grown from operating domestic flights with just two
aircrafts to operating in over 70 countries with more than 200 aircrafts. This
expansion is still underway since it is buying new aircrafts and making negotiations of
opening more destinations in new countries.

Q#4. Complaint procedure and analyze used to improve quality.

If you wish to complain about your experience with Emirates, we invite you to submit
your feedback by using this link: https://www.emirates.com/in/english/help/contact-
emirates/fccm/feedback/complaint

Our Customer Affairs team will review your complaint and a unique reference
number will be emailed to you. If you are unhappy with our initial response, you may
simply reply to the email received, and a Nodal Officer will review your
correspondence. For further redressal of your grievance, you may write to the
Appellate Authority at the following address:
Senior Manager Customer Relations (Worldwide)
Customer Affairs and Service Audit
Emirates
PO Box 686
Dubai, United Arab Emirates

5. Importance of communication and record keeping.

Ultimately, Records Management ensures that institutional records of vital historical,
fiscal, and legal value are identified and preserved, and that non-essential records
are discarded in a timely manner according to established guidelines and identified
legislation.

Benefits of Records Management include more effective management of your

current records (both paper and electronic); a reduced / eliminated level of record-
keeping redundancies; reduced costs for records storage equipment and supplies;
and increased usable office space through the elimination of unnecessary file
storage. In addition, Records Management provides institutional accountability and
timely access to information.

What is a record?

All information created, sent and received in the course of your job is potentially a
record. Records provide evidence of your unit’s business activities and function.
Whether something is a University record (as opposed to Faculty records pertaining
to teaching / research or personal records) depends on the information it contains
and the context of its creation. Records can be in paper, digital or other formats.
Some examples include:

• emails

• reports

• databases

• samples and objects

• letters

• minutes

• photographs
• social media sites

• faxes

• spreadsheets

• maps and plans

• information in business systems

• text messages

• policy and briefing papers

• research data

Five key points of good records management practice

1. Helps you to do your job better: it supports ease and efficiency of working
because you can find the information you need, when you need it.

2. Protects you and the University: it provides evidence of people's rights and
entitlements, and shows what the University did and why it did it.

3. Saves you time by ensuring you can find the information you need easily

4. Reduces costs, particularly space costs, by ensuring you don't keep any more
records than you have to, and that you know when you can delete or destroy them

5. Gives you records you can rely on, both by helping you to find the appropriate
version and, by giving records a high value as evidence if they are needed in a court
of law.