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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 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)


Phase IV Application


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



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


• 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


• 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





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



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


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


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)



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



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


Step 5. Indicators of the quality of service design

Stage 4. Diagnosis of the design quality of the selected services


Cronbach alpha (α = 0.76).


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





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.


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.


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)


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

management of design quality of catering services at the ...responsibletravel.org/docs/ivis taide 1...

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