英国优秀管理学作业鉴赏-Defining quality in terms of perception and expe

dissertation题目：Defining quality in terms of perception and expectation can sometimes reveal some surprising results
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Assignment

The following two case studies represent two very different approaches to quality.  Discuss, with reference to ONE or BOTH of the following:

Case study 1
Quality at the Four Seasons Canary Wharf
The first Four Seasons Hotel opened over 40 years ago.  Since then the company has grown to a chain of over 60 properties in 25 countries.  Famed for its quality of service the hotel group has http://www.ukthesis.org/thesis_sample/guanlileizuoye/  won countless awards including the prestigious Zagat survey ranking as ‘top hotel chain’ internationally.  From its inception the group has had the same guiding principle, ‘to make the quality of our service our competitive advantage’.  The company has what it calls its Golden Rule: ‘Do to others (guests and staff) as you would wish others to do to you.’

‘It may be a simple rule, but it guides the whole organization’s approach to quality,’ says Karen Earp, General Manager of the Four Seasons London Canary Wharf Hotel, who was recently voted Hotelier of the Year by one of the most popular trade journals.  ‘Quality of service is our distinguishing edge.  The golden rule means treating your guests with courtesy and intelligence.’
 Slack, Chambers and Johnston Operations Management (2007) p537

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Case study 2
Tea and Sympathy
Defining quality in terms of perception and expectation can sometimes reveal some surprising results.  For example, Tea and Sympathy is a British restaurant and cafe in the heart of New York’s West Village.  Over the last ten years it has become a fashionable landmark in a city with one of the broadest range of restaurants in the world.  Yet it is tiny, around a dozen tables packed into an area little bigger than the average British sitting room.  Not only expatriate Brits but also native New Yorkers and celebrities queue to get in.  As the only British restaurant in New York, it has a novelty factor, but also it has become famous for the unusual nature of its service.  ‘Everyone is treated in the same way,’ says Nicky Perry, one of the two ex-Londoners who run it.  ‘We have a firm policy that we don’t take any shit.’  This robust attitude to the treatment of customers is reinforced by ‘Nicky’s rules’, which are printed on the menu.#p#分页标题#e#

Be pleasant to the waitresses – remember Tea and Sympathy girls are always right.

You will have to wait outside the restaurant until your entire party is present: no exceptions

Occasionally, you may be asked to change tables so that we can accommodate all of you.

If we don’t need the table you may stay all day, but if people are waiting it’s time to naff off.

These rules are strictly enforced.  Any argument will incur Nicky’s wrath.  You have been warned.

Most of the waitresses are also British and enforce Nicky’s Rules strictly.  If customers object they are thrown out.  Nicky says that she has had to train ‘her girls’ to toughen up.  ‘I’ve taught them that when people cross the line they can tear their throats out as far as I’m concerned.  What we’ve discovered over the years is that if you are really sweet, people see it as a weakness.  People get thrown out of the restaurant about twice a week and yet customers still queue for the genuine shepherds pie, a real cup of tea and, of course, the service.’
 Slack, Chambers and Johnston Operations Management (2007) p541
 
 Tea and Sympathy website:  http://www.ukthesis.org/thesis_sample/guanlileizuoye/