Evaluate the ‘challenges’ faced by service managers when attempting to manage quality”

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Quality management is seen as the most essential part when it comes to the organisation of a business and possible the most important and complex component of business strategy (Golder et al. 2012: 1). It can be argued that the success of a business is down to the management of quality. This means managers must deal with meeting both internal and external expectations set in order to excel. Quality is a concept that has to be applied throughout the business and must involve everyone within the organisation and it is through this we see the implementation of total quality management (TQM), defined by Dale (2003) as ‘an ever evolving practice…which meet and hopefully exceed the needs and expectations of customers’ (Dale, 2003: 4). The…show more content…
Palmer (2011) notes that factors like the building design, signage, sensory cues and processes create a holistic perception on the quality of the service environment. It is from this perception that a customer creates a ‘behavioural and emotional response’ and evaluates the quality they may receive from the service. A dentist may seem more approachable when compared to a possible competitor due to its furnishing, spaciousness, cleanliness and appearance of staff. This is because within the service industry, first impressions are essential and it’s the service environment which creates the first step towards the interaction of a service. Managers can use this understanding of consumer behaviour in order to understand service quality specifications, which is what gap 2 is based on. However Kelemen (2003) notes that a customer’s expectation are diverse and cannot be generalised or predicted with confidence. One customer may be attracted to hedonic displays whereas the other may be more suited to utilitarian displays; it is all quite subjective and is essentially based on the interpretation of the consumer. Gap 2 can also be critiqued due to the need of managers having to reduce doubt and set clear standards. Because of this management ideas have to be based on quality tools that appeal to the masses instead of the niche.

Employees also have an impact on a manager’s ability to
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