Quality is regarded as a vital component of every organisation and will continue to remain important for improving
organisational performance and achieving competitive advantage in a firm’s industry – be it a service organisation (e.g.
healthcare; airlines; retail; tourism; or financial services) or a manufacturing organisation (e.g. electronics – including
computer, TV, radio, phone; heavy engineering; checmical; or food products).
In today’s service economy, there has been gorwing emphasis on the application of modern management techniques
including quality management in the service industry to improve service performance and overall organisational
Assume you are hired by a service organisation (e.g. healthcare; airlines; retail; tourism; or financial services) as a
quality management consultant to assist them in the service quality improvement process. Your task is outlined
1. Identification of current practices, issues, and future trends of quality management in a service industry of your
choice using various concepts and principles of quality management covered in the course. In addressing these
aspects, you need to:
a) discuss definitions of quality in services
b) discuss a range of relevant approaches to quality management,
c) identify issues in their implementation
d) analyse the current and future trends by reviewing the relevant quality management literature.
2. Examine the influence of quality management practices in improving customer satisfaction / service
performance / organisational performance. In addressing this aspect, you need to:
a) discuss what is meant by customer satisfaction / service or organisational performance
b) explain which aspects of quality management practices are associated with these outcomes and why.
3. Recommend what kind of initiatives the service organisation of your choice should take to successfully
implement quality management practices for improving their performance.



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