QUALITY

Quality management aims

To arrive at a workable (manageable) approach to
consistent quality improvement.
To

develop procedures, processes and practices which

consistently match customer expectations
To

define standards of performance which conform to

customer expectations

QUALITY MANAGEMENT
OBJECTIVES
To

develop knowledge and understanding of the

determinants of quality
To identify suitable methods and processes of monitoring
and evaluation quality provision.
To prepare documentation and recording procedures to
support quality standards.
To instruct, train and motivate staff to achieve desired
levels of performance.

WHAT AR THE FEATURES AND

CHARACTERISTICS OF QUALITY?
The

characteristics of quality can be broadly divided in to

two main categories, physical and psychological.
The physical may be defined as those objective elements
which we can see, feel, touch and taste.

The

psychological include those subjective elements which

are subject to more personal perceptions.

QUALITY CHARACTERISTICS

PHYSICAL
Component parts
Material content
Delivery /service
Price

PSYCHOLOGICAL
Design and presentation
Functional performance
Brand image and reputation
Reliability

Additionally other characteristics derive from quality.

Value
Satisfaction
Delight
Value definition
A function of quality and price, a balance of monetary
expectation and usefulness. The least cost for an essential
function or service at the desired time and place with the
required quality and reliability.

UNDERSTANDING THE INDUSTRY, ITS

PRODUCTS AND SERVICES
The

nature of hospitality and the meal experience is unique.

products are designed, manufactured and sold under one roof.
The

customer is allowed, even encouraged, to interfere with the

process,
Unlike manufacturing and retailing, hospitality production and
service cannot easily be divorced, yet they are different.
hospitality may be defined as a combination of the physical and the
convivial.

Physical
Hard
Products
Materials
(Method)
Process

Versus

Convivial
soft
Service
Attitudes
(Body Language)
Procedure

MANAGING FOOD BEVERAGE SYSTEMS

WHY IS QUALIY IMPORTANT?

Quality

is important in every aspect of business. The

marketing message normally has a quality hook,
purchasing is based on specifications, defining the
quality of inputs.
Quality

management is primarily concerned with the

control of input process- output. To borrow computer
phraseology: Garbage in equals garbage out

BUSINESS NEEDS
Quality

management contributes to maintaining the

competitive edge.
Market

share
Competition
Product differentiation
Brand loyalty
More customers
Customer loyalty
Staff loyalty

It

is clear that the customer, and not the provider,

determines the parameters of quality for any given product
or service transaction. Customer perceptions will normally
be based on five specific factors:
Price
Fitness for purpose
Performance
Reliability
Reputation (truth)

THE COST OF QUALITY

It

is important not to underestimate the cost of quality

However, in measuring the cost we must also identify the
benefits.
Quality costs: resources, procedures, documentation
training
Quality benefits: improved product, more motivated staff,
increased turnover, increased market share.

 The cost of quality must be measured against the cost of

failure. The real cost of quality failure is frequently under
valued. Typically wastage is often valued at raw material cost
whereas the value is in lost sales and therefore waste should be
costed at sales value
Appraisal Costs:
Internal failure cost:
Inspection
Time
Documentation
Effort/skills
Materials (destructive testing)
Materials
Prevention cost:
External failure cost:
Design
Replacement
Training
Repair
Consultation
Reputation

QUALITY AND PROFIT

Profit may derived from a variety of quality responses:
Customer loyalty: repeat purchase
Security and market share: competition on quality not price
Reduced marketing costs: improved reputation and growth
Are quality and profit linked? Yes, there is considerable evidence
to show investment quality results in positive rewards. It is
particularly important to recognize that, as management systems
are perfected, quality cost may diminish whilst revenue and profit
margins are growing.

THE RELATIONSHIP WITH MARKETING

The following elements of marketing are essential to
quality management.
MARKET RESEARCH
What

features are most important to customers?

What are their expectation levels?
What do customers expect when problems occurs?

CONSUMER EXPECTATION MAY BE

BASED ON
Verbal

communication
(recommendations)
Non verbal communication (patients charter,
guarantees advertising )
Merchandising
Personal needs
(Maslow, 1987)
Past experience

WHO IS INVOLVED WITH QUALITY?

SENIOR MANAGERS
Senior managers will be responsible for developing company
policy and the mission statement which are linked directly to
quality management.
UNIT MANAGERS
Unit managers will be responsible for ensuring that resources,
systems and procedures are in place in order to deliver the
standards indentified in company policy and the promises made
in the mission statement.

COMMUNICATIO AND FEEDBACK

Job

descriptions
Personnel specifications
Staff training manuals
Equipment design specifications
Equipment instructions, use and cleaning
Maintenance schedules and records
Work schedules
Raw materials specification

Customers
Customers

will evaluate quality based on varying needs and

expectations at a particular point in time. However, there are some
key attributes which the food and beverage operator can be
responsive to.
Quality attributes
Access
Reliability
Responsiveness
Competence
Communication
Courtesy
Credibility
Security
Rapport

WHAT OTHER FACTORS ARE

IMPORTANT?
Spending

power
Opportunity cost
Variety of choice
Customers and caterers alike are subject to changes in the
environment in which they operate.
Obviously customer spending is influenced by earnings,
taxation and current value of the pound. In order that a meal
out may be enjoyed our customer must weigh the
opportunity cost.