The need for implementation of quality management systems in hospitality industry and importance of its certification.

Stan, Elena Roxana ; Gabroveanu, Emilia ; Andrei, Ruxandra 等

1. INTRODUCTION

Services offered to tourists are considered the most important component of tourism activity and has as objective the satisfaction of tourists daily needs of food and rest, and specific entertainment and recreation.

In the literature, opinions are divided as regards the coverage area of the hospitality industry. The limited view include in the hospitality industry lodging and food, while other specialists include beside the two categories also entertainment. Broader approach of hospitality industry includes transport, health or education.

Services in the hospitality industry have been registered on international plan numerous changes which led to the expansion of areas of work, have been introduced new classifications and have developed standards and quality systems.

Considered a complex concept, with a variety of meanings, the word quality is difficult to define. In literature, for the products and services quality concept are several definitions, this concept having a multitude of meanings.

Determining the competitiveness of products domestically and internationally, today, quality has become a strategic element of business management. Quality is the main factor regulating the market through customer.

2. SPECIFIC ELEMENTS OF SERVICE QUALITY IN THE HOSPITALITY INDUSTRY

Services quality involves defining clear requirements that it must meet. These are represented by features that are observable or likely to be valued by the customer.

Quality refers to the entire universe of relations between customer and the company, including the shape and transparency of supply, the operator, handling complaints, not just the company product or service.

Services quality depends directly on the qualification of providing company, who can provide proof of qualification while its service is done. In contrast, industrial supplier may submit to any testing a finished product.

Financial, technical, organizational and personnel resources are the company potential to meet the quality requirements of the market.

In the field of service quality have stated Zeithaml V. A., Parasuraman A. and Berry L. L., who in the book "Delivering quality service" have sought to answer 3 questions:

1. What is quality of service?

2. What are the causes of service quality?

3. What organizations can do to improve the quality of service?

According to the definition of the World Tourism Organization quality in hospitality industry is the result of a process involving the satisfaction of legitimate needs of customers products and services, requirements and expectations, at an affordable price, in accordance with quality standards of safety and security of tourists, hygiene, accessibility, transparency, authenticity and harmony of the tourism activity with human and natural environment.

In the hospitality industry services, customer satisfaction involves more. The most important details are correct and complete information; first impression meeting with the provider staff; obtaining a result as expected; tended to an excellence level etc.

Tourism service providers must know very well the set of attributes that the client consider important and how are perceived at the time of service provision.

These include the degree of trust and safety, receptivity, competence, accessibility, courtesy, communication, credibility, security etc.

Asch A.B. (2006), in the paper "Hospitality Cost Control A Practical Approach" mentioned that customers can accommodate to several hotels, the difference will be how comfortable customers will feel.

Similarly, the customer can order a hamburger at different restaurants, and taste of the product will be similar in many of them; the difference will be the environment and how that service is supplied.

Regarding services, quality is total or not at all. Studies on services quality and knowledge the customer satisfaction level lead sometimes to confusing results, the main problem being represented by the fact that some clients do not show directly dissatisfaction over services. This is due to the desire not incriminating directly the person providing the service or the tendency to generalize any minor imperfection on the overall assessment of the service.

3. THE NEED FOR IMPLEMENTATION OF QUALITY MANAGEMENT SYSTEMS IN HOSPITALITY INDUSTRY

To survive on the market, an organization must consider the survival of the company, ensuring profitability on short term and long term. Following studies in some company in Romania, it was found that the quality costs, in relation to the turnover are as high as or higher than the profit.

In the hospitality industry, by implementing and certificating the quality management systems and food safety, the units get first the employees and managers satisfaction. Thus, is obtained customer satisfaction, because only satisfied people can provide a real hospitality.

The importance of quality management results from its main objective, to achieve in efficient and effective conditions only products that meet all customer requirements.

They must comply with the society requirements, with applied standards and specifications, to take into consideration all aspects regarding consumer and environment protection.

Quality management in hospitality industry relies on the existence of some principles such as (Stoichitoiu, 2006):

* To Top management:

** My priority clients are the employees

** The biggest energy source is confidence

** I am the model for my employees

* For Employees:

* Customer problem is my problem too

* I don't offer my services all the time, but I'm always willing to be helpful

* I do not serve, I'm not menial, I'm in service to help

Introducing a quality system has benefits for all involved. This involves providing a constant level of quality and is done through a set of requirements called standards. The standards are grouped by type, depending on the area in which they operate.

The quality systems developed specific rules for each organization, specific procedures for maintaining and improving quality, procedures for analysis and planning decisions in relation to the obtained information, assessment tools and training of human resources.

Quality management systems applied in hospitality industry involve the use of an integrated system that includes: Quality management system, environmental management system, food safety management system according to HACCP principles and management system of health and safety at work.

The quality management is the instrument through which the leadership of an organization ensures establishment, implementation and achievement of quality policy and objectives.

The requirements of this standard are generic and intended to apply to all organizations, regardless of size, type and provided product. Based on this standard any organization from hospitality industry can implement a quality management system.

Between environmental standards we meet International standards for ecotourism products "Green Globe 21" and ISO 14001 standard.

Green Globe 21 Standard is the basis for the recognition of code of good practice in ecotourism and environmental performance evaluation for ecotourism products and by separate sections can be applied to all companies form the hospitality industry.

ISO 14001 is the reference standard for implementation of an environmental management system has a wide international recognition and contains binding requirements relating to comply with the legislation and other environmental regulations.

The food safety management system HACCP--Hazard Analysis and Critical Control Point--is a preventive control system that provides confidence that can achieve a high level of safety at an acceptable cost.

The Hazard Analysis and Critical Control Point (HACCP) System, Good Hygiene Practices (GHP) and Good Manufacturing Practices (GMP) provide procedures and appropriate methods to ensure food safety.

4. IMPORTANCE OF CERTIFYING THE QUALITY MANAGEMENT SYSTEM

The importance of credibility on the market of products / services, manufacturers / suppliers or even a person has grown with offer upgrade in the market economy.

It is known that, a product or service sells better and move more easily between countries, if the consumer and public authorities' confidence is gained.

Currently, there isn't enough that the producers / suppliers to speak about their products or services quality. Credibility is expensive, slow to obtain, but may be lost very easily. One of the solutions applied to increase credibility on the market is to certificate products / services and / or quality systems.

Certification of quality management system and certification of persons are not required by legislation in the European Union. It can be compulsory by public authority's decision and by contracts between business partners.

The main trading profits of management systems certification refers to satisfy legal requirements, enhance credibility and trust of customers, cutting costs, increase competitiveness, continuous improvement.

Considered the main way of maintaining the client's portfolio, the certificate issued by a competent and credible certification body is the key to accession on the European and global market. In the absence of certification, customers were seeking a certificate competitor.

5. CONCLUSION

For providers of tourist services, in conditions of globalization and increasing competition, the application of quality management systems is a necessity.

They involve the application of a modern management which has as result a quality tourist product, a good image on the market, satisfied customers and thus profits.

In the current crisis, which is felt also in the hospitality industry, compliance with standards relating to quality can be a guarantee of survival on the market, and crossing this period.

There are a lot to learn in a very short time and managers bad decisions, not knowing the real market trends, sooner or later, means bankrupt.

6. REFERENCES

Asch, A. B. (2006). Hospitality Cost Control--A Practical Approach, Pearson Prentice Hall, ISBN 9780131116009, New Jersey

Barrows, W. & Powers, T. (2009). Introduction to Management in the Hospitality Industry, Ninth Edition, John Wiley & Sons Inc., ISBN 9780471782773, New Jersey

Olaru, M. (2004). Quality management, Publisher Economica, ISBN 590158-7, Bucharest

Stanescu, D.; Mihai, St. N. & Stan, R. (2009). Quality in tourism services, Publisher Universitara, ISBN 9789737495112, Bucharest

Stoichitoiu, D. G. (2006). Management systems and tourism services quality, Increase the quality of tourism services in Romania in line with EU requirements, Ministry of Transport, Constructions and Tourism, National Authority for Tourism, Bucharest

Zeithaml, V.A.; Parasuraman, A. & Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations, Free Press, ISBN 9780029357019, New York

*** (2006) Magazine Increase the quality of tourism services in Romania in line with EU requirements, Ministry of Transport, Constructions and Tourism, National Authority for Tourism, Bucharest, 2006

*** (2009) http://www.unwto.org/quality, World Tourism Organization, Accessed on: 2009-06-22

*** (2009) http://www.iso.org/iso/iso_catalogue, International Organization for Standardization, Accessed on: 2009-06-22