QUALITY FROM THE CONSUMER'S PERSPECTIVE - Essay Example

The research proposal has brought out the definition of terms like ‘quality’, and ‘quality and customer’s perspective’. The variables that influence the perception of quality have been discussed. The concept of boutique hotels has been discussed briefly after which information about the smaller hotels has been brought out. The research method and approach has been discussed at length and the questionnaire formulated based on the information about quality and perception of quality by the customer.

Both primary and secondary data would be collected and the research design has been discussed. The service sector and the smaller hotels have been chosen because this could help the hotels to change their marketing strategies and adopt a long-term approach. Achieving quality has become a global issue as more and more organizations attempt to enhance quality of their product or service offerings. To day in any sector, in any region, it is not enough to provide good quality product or service. Quality is not perceived as a strategy and not merely to make profits.

The quality has to be measured from customers’ perspective and this requires understanding the requirements, expectations, preferences and experiences of consumers (Stern et al. 2003). Quantitative and qualitative feedback from consumers is a critical component as it helps the managers and decision-makers to assess their strategy and improve performance. The Malcolm Baldrige National Quality Awards (1999) advocates strong quality focus within all processes at all levels and it has now been recognized to apply equally to service enterprises including tourism and hospitality, healthcare and education.

The hospitality industry has been trying and vying to attract repeat customers and for this they need to have a quality approach to customer needs and expectations. This suggests that customer’s perspective could guide the industry in enhancing the services. Douglas