Share these talks and lectures with your colleaguesInvite colleagues
Quality assessments versus customer generated review
Published on August 31, 2015 31 min
Other Talks in the Series: Tourism Marketing
Quality Assessments Versus Customer Generated Reviews Hello. My name's Heather Lishman. I'm from Lishman Associates, a hospitality business consultancy that focuses on quality, quality matters, quality succeeds, quality sells.
Today we're going to look at if there's still a role for the state and industry-wide quality assessments. Do they mean anything to the customer in the era of online reviews, which offer so much more content? Without reviews, would there be a gap in communications to the guests, or the possibility that standards will decrease to the detriment of the destination? It's not for us to debate whether customer generated reviews or quality assessments are a good or bad thing. But as they inhabit the same space, we need to make a judgment as to their effectiveness in changing perceptions, improving service, or affecting the direction and the form hospitality businesses take to improve. Our experience focus on customer generated reviews and quality assessments, allows us to highlight benefits and shortcomings of both. Today we're going to look at the arguments in distinct sections, state and industry quality assessments, business assessments and awards, other quality assessments as part of entry criteria, and customer generated reviews. The presentation looks at the benefits and challenges for both the business and the consumer. It's not known when the first business quality assessments took place. But one suspects that the Romans or early Greeks would have had systems in place to assess the effectiveness of business or government. More recently, in the last 100 years, or so, since Henry Ford, there's been a drive by companies to compete with their rivals and become more efficient, to assess the effectiveness of their business, and to demonstrate to customers and investors that they're a well-run organization. And this has seen a growth in quality schemes for about every industry imaginable. From whatever sector of industry the quality assessment hails, the objective is the same. The process strives to deliver for the business a significant improvement in performance. As more research is carried out by businesses, universities, auditors, and trade bodies into modern working practices, theories are constantly being refined, remodeled, or invented and packaged as the new best working practices to follow or to implement. These new models then surely lead to new models of measurement to ensure the effectiveness of implementation. For this presentation, we'll narrow our focus to the hospitality sector. For further reference, one could look more closely at widely used and universally accepted generic quality models, such as the EFQM, the European Foundation for Quality Management, or the British Quality Foundation.