FOCUSES ON THE TQM PRACTICES IN HOSPITALITY INDUSTRIES AT GREECE (BOTH HOTELS AND RESTAURANTS)

1. TQM IN HOTEL AND
RESTAURANTS

2. TOTAL QUALITY MANAGEMENT
• Total quality management is referred to as a way
of life as it aims to satisfy customers constantly
and to create appropriate conditions for
constant training and development.
• The current conception of quality but also aims
to exceed them.

3. The Basic Elements of TQM
Continuous
Improvement
• TQM is a never
ending Process
• Organisation
that do not
seek
continuous
higher level of
quality lose
ground against
there
competitors
Delegation of
Responsibilities
• With correct
handling by the
administration the
staff will be
motivated and
there interest in
the work will
increase so they
will offer goods
and services that
are essential for
the production of
even better quality.
Measurement
• TQM is
responsible for
choice of
criteria critical
for
measurement
and it
contributes to
there being
measured in a
more effective
way.
Emphasis
on
Procedures
•It concentrates
on the
improvement of
procedures in
order to prevent
the reoccurrence
of problems.

4. Importance of TQM
• In past, choice of products and services was the
price.
• Today, more focus on Quality.
• Personal participation of leading management.
• Product/ service design
• Education & training
• Supplier relationship
• Continuous improvement
• Customer Focus
• Process / Employee management

5. Effects of TQM on organization
External
• Quality product & services strengthens
consumer confidence in the enterprise.
• Increase share of target market, consequently its
profitability and naturally strengthens the
competitive position.
• Incorporate the development of total quality
relationship between the enterprise & suppliers.
• In continual quality change in order to cope with
the competition, consequences, knock-on benefit
are created on social & national level.

6. Effects of TQM on organization
Internal
• Raising moral of hotel employees, job security,
continues education.
• Training creates highly effective citizens who are
satisfied with there work and their social life.
• Minimization of errors (higher the quality, lower
the cost).
• Reduction of production cost.

8. GREECE FOOD
1. Gyro 2. Souvlaki 3. Kebab
4. Saganaki 5. Tirokroketes/Sfougata

11. Restaurants in Greece
1. Crete Restaurants (2944)
2. Athens Restaurants (2754)
3. Rhodes Restaurants (1101)
4. Corfu Restaurants (1033)
5. Thessaloniki Restaurants (680)
6. Santorini Restaurants (600)
7. Zakynthos Restaurants (597)
8. Kos Restaurants (475)
9. Cephalonia Restaurants (433)
10. Mykonos Restaurants (343)
11. Chania Town Restaurants (338)
12. Rhodes Town Restaurants (318)

12. 13. Lefkada Restaurants (287)
14. Rethymnon Restaurants (280)
15. Paros Restaurants (275)
16. Naxos Restaurants (274)
17. Heraklion Restaurants (265)
18. Samos Restaurants (259)
19. Lesbos Restaurants (256)
20. Piraeus Restaurants (223)
21. Skiathos restaurants - Sporades
22. Mykonos Town restaurants - Mykonos
23. Kos Town restaurants - Kos
24. Thasos restaurants - Northeast Aegean Islands
25. Hersonissos restaurants - Heraklion Prefecture
26. Fira restaurants - Santorini

13. Hotels in Greece
1. Hilton Athens
2. Plaka Hotel
3. Melia Athens
4. InterContinental Athenaeum
5. Herodion Hotel
6. Royal Olympic Hotel
7. Electra Hotel
8. The Athens Gate Hotel
9. Radisson Blu Park Hotel Athens
10. Electra Palace Hotel – Athens
11. Acropolis Museum Boutique Hotel
12. New Hotel
13. Amalia Hotel
14. Athens Center Square
15. Novotel Athenes

14. 16. Areos Hotel
17. Hotel Grande Bretagne
18. Stratos Vassilikos
19. Hermes Hotel
20. Attalos Hotel
21. Fresh Hotel
22. AVA Hotel Athens
23. Polis Grand Hotel
24. Crowne Plaza Hotel
25. O&B Athens Boutique Hotel
26. Athens Atrium Hotel & Suites
27. Stanley Hotel
28. Athens Cypria Hotel
29. King George
30. Museum Hotel

15. TQM in Customer Service and
Secrets of Quality Service

16. TQM in Customer Service
Customer service in such a sector as food
enterprises offers the most immediate benefits, as
it is a sector where there is direct contact with the
customers and plays an important role in total
customer satisfaction.

17. The Secrets of quality service
Identification of customer expectations
Careful determination of suitable criteria of
quality
Eradication of obstacles to customer service
Recognition of the dynamic character of
customer needs

18. The characteristics of quality in food departments
Food and drink
Level of service
Restaurant atmosphere
Cleanliness and hygiene
Increased staff responsibilities and competences

19. MATERIALS AND METHODS
The study was conducted within the boundaries of Achaia in
Greece.
Currently The total no. Of hotels in Achaia are 114.
The sample size taken to conduct the research was 9 from
class A and 21 from class B.
Based on the sample, an inventory in hotels in class A and B
was carried out.
The researcher proceeded to interview managerial staff of the
hotels.
The description and the presentation of the results of the
study is in the form of text in the tables.
The tables have been constructed with the help of microsoft
excel.

20. Cont.
The investigation was based on questionnaire.
The questionnaire was separated into four parts.
Initially, the perception of those responsible for the quality
and the quality provision of services were investigated.
Then, the subjects of the questions concerned TQM and
quality certification systems.
Finally the education level of managerial staff in hotel food
departments of the sample.

21. Critical Analysis of Hotel
Industry

22. Critical review
• A number of studies have been conducted in the
tourism sector on recovery issues however the
integrated model that identifies the most important
aspect is still not available in the literature.
• Demand from tourists persists for highly specialized
and customized services that has increased greatly.
• In addition competition in the tourism has always
been extremely high as newcomers and adopters of
new trends systematically appear and demand their
own market share. Therefore tourism industry
professionals need to focus on offering better
services at competitive prices.

23. • Main goal is to obtain customer satisfaction in
order to secure a stable relationship with
customers.
• Satisfying customers is however a difficult task
especially when it comes to services , a customer
is more satisfied by products rather than
services, particularly where there is a high
degree of personal interaction with many
departments and services ,service failure is
sometimes difficult to avoid.

24. • Thus service recovery is a valuable marketing
tool which constitutes a second chance for the
hotel to satisfy the customer.
• Studies have shown that the outcome of service
recovery whether it is positive or negative will
strongly influence the customers image of the
hotel.
• It is also important to note that up to what
extent a service recovery affects the industry.

25. Literature review
• Service failure situations are especially
inevitable in the hotel industry due to 1) people
factor 2) nature of services that is high level of
contact between employees and customers due
to increasingly high demand of todays hotel
guests.
• Furthermore the fact that the production and the
consumption happen at the same time and at the
same point does not allow enough room for
correction without the hotel guests participation
have categorized service failures in terms of their
services and unexpected employee actions.

26. • Failures that deal with core services have been
shown to be among most serious ones because they
concern the basic service agreed upon thus
customers expect that the provider will resolve the
problem and therefore they constitute the main
reason as to why customers change providers.
• Thus service recovery which is defined as all those
actions taken by a service provider in order to try to
resolve the problem that caused the service failure.
• The aim is not only to resolve the problems in order
to minimize negative outcomes and retain
customers but also to seek out and deal with the
service failures.

27. • After all a good recovery as well as the reducing
customers negative emotions also tries to
increase the positive one.
• However as smith states service recovery include
situations in which a service failure occurs but
no complaint is lodged by the customers
meaning the service recovery also includes
situations where the customer has expressed a
complaint but the provider has recognised the
failure and initiated a recovery procedure.

28. • Indeed several studies show that only a minority
of dissatisfied customers actually complain
mainly because of the emotional stress.
• Service recovery’s effectiveness depends on
several parameters , excellent recovery tactics
can leave those customers who experienced a
service failure followed by successful service
recovery with grater satisfaction than those who
did not experience a service failure incident at
all. This is known as service recovery paradox.

29. FINDINGS OF THE STUDY

30. To investigate the perception the managers
have about the definition of TQM
LUXURY ADDITIONAL
SERVICES
RELIABILITY VALUE FOR
MONEY
ALL THE
ABOVE
PROVISION -
RELIABILITY
RELIABILITY
STANDARDS
I DON'T KNOW
7
2
1
2
8
1
2
1
30
8
4
8
34
4
8
4
QUALITY DEFINITION
FREQUENCY PERCENTAGE

31. Whether TQM is implemented in the hotels
YES NO I DON'T KNOW
5
3
15
22
13
65
TQM APPLICATION
FREQUENCY PERCENTAGE

32. Investigation on methods of
application of TQM
DELEGATION OF
RESPONSIBILITIES
CONTINOUS
IMPROVEMENT
BOTH THE ABOVE TRAINING PROGRAMS
1 1
3
1
14
29
43
14
METHODS OF APPLICATION OF TQM
FREQUENCY PERCENTAGE

33. Reasons why TQM is not implemented
in the food and beverages segment of
hotel industry.
LACK OF TRAINING SUPERFLUOUS NEVER DEALT WITH TQM
9
3
5
53
18
29
REASONS FOR NOT IMPLEMENTING TQM
FREQUENCY PERCENTAGE

34. Whether a system of quality certification
in food and beverage department of hotels
can alone ensure quality?
LACK OF TRAINING SUPERFLUOUS NEVER DEALT WITH TQM
9
3
5
53
18
29
NON IMPLEMENTATION OF TQM IN FOOD AND
BEVERAGES DEPARTMENT OF HOTEL INDUSTRY
FREQUENCY PERCENTAGE

35. Whether the system of QC in food and
beverage departments of hotels can
alone ensure Quality.
YES NO I DON'T KNOW
6
13
4
25
54
21
WHETHER QC IMPLEMENTATION CAN ALONE ENSURE
QUALITY IN FOOD AND BEVEAGES DEPARTMENT
FREQUENCY PERCENTAGE

36. Degree of necessity of TQM?
VERY NECESSARY NECESSARY NEITHER NECESSARY NOR
SUPERFLUOUS
SUPERFLUOUS
4
7
10
2
17
30
44
9
DEGREE OF NECESSITY OF TQM
FREQUENCY PERCENTAGE

37. Reasons for the adoption of the system
of Quality Certification
ATTRACTION OF CUSTOM PRODUCTS OF CONSISTENT
QUALITY
FINANCIAL COMPETITION
1 1 1
2
20 20 20
40
REASONS FOR ADOPTION OF SYSTEM OF CERTIFICATIONFREQUENCY PERCENTAGE

38. Adoption of Quality Certification
prevented, Why?
BUREAUCRATIC REASONS FINANCIAL REASONS NEVER DEALT WITH
QUALITY CERTIFICATION
SIZE OF HOTEL
45
28
23
4
ADOPTION OF QUALITY CERTIFICATION PREVENTED .
WHY?
PERCENTAGE

39. Education level of Managerial Staff
LYKEIO IEK TEI TEI OTHER
SPECIALITY
AEI ANY SPECIALITY
8
0
7
2
5
34
8
33
4
21
EDUCATION LEVEL PROFILE
FREQUENCY PERCENTAGE

40. RESULTS
• It was observed that people identify quality with
luxury and that’s not necessarily true. There was
only a few section of population that believed
that quality provision is more necessary in food
and beverages department.
• To the great extent it can been seen that TQM
was not applied due to the lack of knowledge of
the subject matter and even some of them
consider that unnecessary.

41. • Lack of information on the issues like TQM is
also a problem thus TQM was not applied by
majority of hotels.
• Only the A-Class hotels managers had the
information on TQM, and their background of
study belong to tourism sector but inspite of that
they do not apply TQM.
• One of the responses “ I don’t know” was mostly
found on the part of the respondents whose
education background did not belong to the
tourism industry and that seemed a great
problem.

42. • One more interesting result that the staff of the
hotel industry was unaware of the quality
certifications HACCP and ISO that are most
necessary in the food production processes.
• Then when it was asked about prevention of
adoption of quality certification many reasons
like bureaucratic, financial and others reasons
came to concern, all those reasons were logical
as they were the obstacles for QC.
• Managers who know about HACCP and ISO
belong to A- Class category hotels.

43. Suggestions For Future Research
To generate comparative data
concerning the
differentiation of quality
service and the degree of
application of TQM in
different regions
ISO 9000, ISO 9001.
System Quality
Certification
Study Basis:

44. Quality Management Principles
01
06
07
08
01
02
03
04
01 05
Customer focus
The role of Leadership
Involvement of People
Process Approach
System Approach to
Management
Continual Improvement
Factual Approach to
Decision Making
Mutual Beneficial Supplier
relationship
Organizations depend on their customers
and therefore should understand current
and future customer needs, customer
requirements and expectations
Leaders establish unity of purpose and
direction of the organization.
People at all levels are the essence of an
organization and their involvement enables
their abilities to be used for the
organization’s benefit
A desired result is achieved more
efficiently when activities and their
related resources are managed as a
process
Identifying, understanding and managing
interrelated processes
Improving overall performance should be a
permanent objective of the organization
Effective decisions are based on the
analysis of data and information
An organization and it’s suppliers are
interdependent and a mutually beneficial
relationship enhances the ability for both
to create value

45. Conclusion
The results in
the research
did not present
encouraging
results with
regard to
quality service.
Root cause is
the lack of
knowledge
It was established
that majority of
managers do not
know the basic
principles of TQM
or the certification
systems..
Executives in
tourism industry
recognize the
importance of
quality
certification and
it’s role in future.
SOLUTION
Continuous education
and awareness