Management of design quality of catering
services at the Club Amigo Atlático Hotel in the
Holguin destination
Authors: Ing. Ivis Taide González Camejo MSc. Ernesto Batista Sánchez DrC. Jorge Ramón González Ferrer DrC. Milagros Pérez Pravia
Lack of a methodological instrument aimed at
managing the quality of hotel services.
DEFICIENCIES
Grönroos (1994), García-Buedes (2001), Bethencourt Cejas, Díaz Pérez, González Morales y Sánchez Pérez (2005), Noda Hernandez (2004), Varela Mallou, Perez Campdesuñer(2006), Prat Santaolària, Voces López y Rial Boubeta (2005), Ulacia Oviedo (2015)
The existing models and scales limit the
management to the evaluation and
measurment.
The Models of Quality Measurement of Hotel Services analyzed do not consider the quality of the service design.
Signs
65.6% of customer complaints about the quality of services are related
to the design elements of these services
A methodological instrument aimed at managing the quality
of hotel services was not found.
Informes comerciales 2013-2016, Informes de Balance 2014-2015, Auditorias 2013-2016, Inspecciones 2013-2016
Signs
Phase I: Preparation
Procedure to Evaluate the Quality of Hotel Service Design.
Stage 3. Diagnosis of the current state of the quality of services
Step 1. Characterization of the hotel
Step 2. Normative analysis of hotel quality
Stage 1: Involvement
Stage 2. Characterization of the organization
Task 1. Characterization of the Quality Management System (QMS)
Task 2. Definition of Services Standards
Phase I: Preparation
Step 3. Overall evaluation of the
quality of services.
Step 4. Selection of weak services.
Stage 3. Diagnosis of the current state of the quality of services
Stage 1: Involvement
Stage 2. Characterization of the organization.
Task 3. Definition of the dimensions of quality of services
Task 4. Analysis of service components
Task 5. Compilation of the information and calculation of the Quality of Services Indicator (QSI)
Procedure to evaluate the Quality of Hotel Service Design.
Phase II. Evaluation of the quality of service design
Stage 4. Diagnosis of the design quality of the selected services
Step 5. Indicators of the quality of service design
Step 6. Analysis of design deficiencies
Task 6. Analysis of the relationship Design - Components - Dimensions
Task 7. Analysis of the fulfillment of service requirements
Task 8. Analysis of design dimensions
Task 9. Analysis of the results and calculation of the Design Quality Indicator (DQI)
Procedure to evaluate the Quality of Hotel Service Design.
Phase IV Application
Procedure to evaluate the Quality of Hotel Service Design.
Phase III. Proposed solutions
Step 5. Selection of the best alternative
Phase I. Preparation and initial diagnosis
1. General Director
2. Assistant Director
3. Economic Sub-director
4. Commercial Sub-director
5. Sub-director of Human capital
6. Quality Specialist
7. Maître d'hôtel
Stage 1: Involvement
Phase I. Preparation and initial diagnosis
The official name in the national territory is the “Unidad Empresarial de Base Hotel Playa Pesquero”, operated by the Gaviota Tourism Group S.A which belongs to the Business Administration Group of the Revolutionary Armed Forces.
Stage 2. Organization CharacteristicsStep 1. Hotel Characteristics
• Business Group to which it is subordinated
• Main issuing markets• Competitors • Concerned parts• Legal regulations• Service• Work force• Performance Indicators
• Canada
• England
• Germany
• Italy
Phase I. Preparation and initial diagnosisStep 1. Hotel Characteristics
• Business Group to which it is subordinated
• Main issuing markets• Competitors • Concerned parts• Legal regulations• Service• Work force• Performance Indicators
Brand Hotel Group
Category
Playa Costa Verde
Gaviota S.A
4 stars
Memoris Gaviota S.AMemoris
4 stars
Yuraguanal Gaviota S.A
4 stars
Paradisus Rio de Oro.
Gaviota S.A y Sol Meliá
5 stars
Rio de Luna Mares
Gaviota S.A y Sol Meliá
4 stars
Phase I. Preparation and initial diagnosisStep 1. Hotel Characteristics
• Business Group to which it is subordinated
• Main issuing markets• Competitors• Concerned parts• Legal regulations• Service• Work force• Performance Indicators
• Tourism Group Gaviota S.A• ALMEST
Phase I. Preparations and Initial DiagnosisStep 1. Hotel Characteristics
• Business Group to which it is subordinated
• Main issuing markets• Competitors• Concerned parts• Legal regulations• Service• Work force• Performance Indicators
• Business Group to which it is subordinated
• Main issuing markets• Competitors• Concerned parts• Legal regulations• Service• Work force• Performance Indicators
Phase I. Preparation and Initial Diagnosis
Lodging: Service through which the Hotel receives clients, maintains the cleaninliness and conditioning of the entire Hotel, as well as establishing a permanent information center throughout the client’s stay. Two key areas participate in the execution of these services: Reception and Housekeeping (Operative Process).
Gastronomic: Service through which the client is offered food and beverages, when thiese services are carried out, three key areas are involved: kitchen, restaurants and bars (Operative Process).
Animation: Service that gives the client the opportunity to enjoy the recreational offers of the Facility (Support Process).
Step 1. Hotel Characteristics
• Business Group to which it is subordinated
• Main issuing markets• Competitors• Concerned parts• Legal regulations• Service• Work force• Performance Indicators
Phase I. Preparation and Initial DiagnosisStep 1. Hotel Characteristics
Phase I. Preparation and initial diagnosisStep 2. Normative analysis of hotel quality
NC 127: 2014 Tourist Industry Requirements for the classification by category of tourist accommodation establishments elaborated by the Standardization Technical Committee
The NC 126: 2001 Tourism industry. Requirements for the classification by categories of the restaurants that serve the tourism elaborated by the Standardization Technical Committee
Instructions and Procedures Manual for all-inclusive hotels, which is made
up of a set of rules established to know the different processes that are
implemented in the entity
Task 1. Characteristics of the Quality Management System
La NC ISO 9001:2008. Quality Management Systems
The standards of the Accommodation, Food and Beverage, Animation,
Reception and Marketing services are defined in accordance with the
requirements of CN 127: 2014 and 126: 2001 respectively.
Task 2. Definition of Services Standards
Phase I. Preparation and initial diagnosis
Stage 3. Diagnosis of the current state of the quality of servicesStep 3. Overall evaluation of the quality of services
Comfort
Reliability
Empathy
Security
Specialization
Task 3. Definition of the dimensions of quality of services
Task 4. Analysis of service components
Infrastructure
Products
Promotion
Personal
Cost – Price
Client
Process
Step 3. Overall evaluation of the quality of services
=292
Step 3. Overall evaluation of the quality of services
Task 5. Compilation of the information and calculation of the Quality of Services Index (QSI)
Task 4. Analysis of service components
Phase I. Preparation and initial diagnosis
Scales Likert (1-5), to evaluate the results
Cronbach’s alpha (α = 0.89)
Pv < 4.5 The quality is lowPv = 4.5 The quality is averagePv > 4.5 The quality is high
Task 5. Compilation of the information and calculation of the Quality of Services Index (QSI)
Phase I. Preparation and initial diagnosis
Servicios
Indicators Dimensiones Lodging A+B Animation Reception Marketing
QSIs Comfort 3.75 (Low) 3.86
(Low)
4.38 (Low) 4.22 (Low) 4.43 (Low)
Reliability 3.97 (Low) 3.97 (Low)
4.32 (Low) 4.38 (Low) 4.47 (Low)
Empathy 4.03 (Low) 4.19 (Low)
4.39 (Low) 4.46 (Low) 4.58 (High)
Security 4.36 (Low) 4 (Low) 4.23 (Low) 4.64 (High) 4.52 (High)
Specialization 4.40 (Low) 3.9 (Low)
4.26 (Low) 4.19 (Low) 4.39 (Low)
QSI 4.10 (Low) 3.98 (Low)
4.32 (Low) 4.38 (Low) 4.48 (Low)
QSIg 4.25 (Low)
Step 4. Selection of weak services
Task 5. Compilation of the information and calculation of the Quality of Services Index (QSI)
Step 5. Indicators of the quality of service design
Stage 4. Diagnosis of the design quality of the selected services
Task 6. Analysis of the relationship Design - Components - Dimensions
Cronbach alpha (α = 0.76).
Phase II. Evaluation of the quality of service design
DIMENSIONS/
COMPONENTS
Cdc
Comfort Reliability Empathy Security Specialization
Infrastructure 3.2 2.9 4.6 2.4 1.3 2.88
Product 2.8 4.1 4.8 4.4 1.6 3.54
Promotion 1.6 2.1 4.4 3.9 1.9 2.78
Personal 4.7 2.6 4.1 3.7 2.1 3.44
Cost/Price 1.6 2.3 2.4 3.8 1.2 2.26
Process 1.7 2.1 4.2 4.5 1 2.70
Client 1.1 2.5 4.7 3.9 2.3 2.90
Cdd 2.39 2.66 4.17 3.80 1.63
Cdcd 2.92
Task 6. Analysis of the relationship Design - Components - Dimensions
Phase II. Evaluation of the quality of service design
Task 6. Analysis of the relationship Design - Components - Dimensions
Phase II. Evaluation of the quality of service design
Design Quality - Component
Dis
ign
Qua
lity
- Com
pone
nt
Infrastructure Product Promotion Personal Cost/Price Process Client
Components of Service A+B
Task 7. Analysis of compliance with service requirements.
Phase II. Evaluation of the quality of service design
Compliance with design requirements
Facilities for people with disabilities
Hygienic-sanitary conditions
Security
Technical services. Supplies
Entrance to the restaurant
Restaurant exteriors and access
Quality and design conditions
Edification
Location
Quality index of the dimensions. 3.39
Task 8. Analysis of design dimensions.
Phase II. Evaluation of the quality of service design
Dim
ensi
ons
of D
isig
n
Accomplishment of Dimensions of service design A+B
Evaluation
Personalization
DifferentiationIndividuality
StandardizationAccessibilityIntegrationAdaptability
Quality of Dimensions
DQI= (2.92 + 3.82 + 3.39) /3
DQI= 3.38 < 4.5 (Low)
Task 9. Analysis of the results and calculation of the Design Quality Indicator (DQI)
Phase II. Evaluation of the quality of service design
Deficiencies in Food and Beverage Service Design• The design of the Food and Beverage service is not recognized as a determining process in the quality.• The service design adopts a strict and normative approach, limiting the possibilities of improvement to the stage of service• The deficiencies detected in the customer satisfaction studies are attributed to the service, without taking into account that this stage is the visible result of the service design.• In the evaluation of the service, the analysis of the design stage is omitted, the diagnosis is oriented to the service and the limitations imposed by the established parameters are not taken into account.
1.Insufficient training on service procedures
2.The design is limited to compliance with NC 126: 2001, without establishing
specific procedures combining legal instructions with the characteristics of the
hotel
3.The services are not designed independently nor incorporate the disign of labor
competencies
4.The design does not include the delimitation of the activities within the service,
nor does it declare the common and independent elements
5.The design does not guarantee the differentiated treatment to the clients
according to their personal characteristics and repetition
6.The quality evaluation actions do not include the design of service as the first
and vital stage in its development
Deficiencies derived from the Food and Beverage Service Design
1. Lack of professionalism on the part of the personnel service
2. Deficit of personnel service at key times
3. Little variety of fruits and vegetables
4. Non-compliance with food safety measures
5. Imbalances in the menu
6. Little variety of foods and drinks
7. Few difference between the buffet and specialized restaurants
8. Few offers for diabetics and / or vegetarians
9. Delays in the buffet service
10. Deterioration of the real estate of buffet restaurants
Deficiencies derived from the Food and Beverage Service Design
Proposal for Solutions
Resources Date ResponsibleControl Accomplishment
Hire specialists from the Territorial Office of Standardization
and Professors from the University to
elaborate the design of the Food and
Beverages service
Financial
Material of office
10/2017 03/2018 General Director
Economic Sub-director
Quality Specialist
Incorporate in the design of the service all the
elements referring to the evaluated
dimensions
Financial
Material of office
12/2017 03/2018 General Director
Economic Sub-director
Action Plan
Gantt diagram.
Proposal
Proposal
ProposalProposal
ProposalProposal
Proposal
ProposalProposalProposalProposalProposalProposal
172 days to the end
172 days to the end
172 days to the end
445 days to the end
204 days to the end
172 days to the end
172 days to the end
354 days to the end
354 days to the end
172 days to the end
294 days to the end
290 days to the end
50 days
Social
With the improvement of the quality of the services so that the client's
needs are satisfied
With the progress of the organization, greater benefits are obtained for
the community and the territory
Economic, social and environmental assessment
Economic
Advantage the development of economic indicators of the hotel and
consequently of the locality
Environmental
Proposed actions: pay tax for the care and protection of the
environment.
Conclusions
1 . In the theoretical foundation, the essential elements that support the
development of the research are exposed. Conceptual bases are
presented on the management of the quality of hotel services and the
evaluation of design quality. Subsequently a critical analysis of the
existing methodologies to evaluate the quality of the hotel services
design is carried out.
2. The system of indicators proposed as part of the procedure
developed to evaluate the quality of the design of hotel services
allows to deepen the identified shortcomings and formulate solutions
aimed at improvement.
Conclusions
3. The evaluation of the quality indicators of the services design
allows to affirm that:
• The hotel and all the services analyzed have low quality indices.
Food and Beverages constitute the most affected service
• The design of the Food and Beverage service components does
not guarantee compliance with the quality dimensions
• The service only guarantees the full compliance with the
requirements associated with the Hygienic and Safety Conditions
• The only dimension of the design that exhibits
favorable behavior is standardization.
• Quality of service design of food and beverage is low.
Conclusions
4. The causes of the problems identified and their interrelationship were
analyzed in detail.
5. Solution alternatives for each of the shortcomings related to
design quality were proposed directly and indirectly.
Authors: Ing. Ivis Taide González Camejo MSc. Ernesto Batista Sánchez DrC. Jorge Ramón González Ferrer DrC. Milagros Pérez Pravia
Management of the design quality of catering
services at the Hotel Club Amigo Atlático of the
Holguin destination