Part A: Case Study – Answer ALL Questions (40 marks) Case Study on Hong Yip Service Co. Ltd (Hong Yip) Hong Yip Service Co. Ltd (Hong Yip) aims to offer premier management services with high professional standards, and to create ideal homes for people living in properties under its management. Hong Yip was the Gold Award winner of 2018 HKMA Quality Award. It had the following statements under Customer Focus criterion in its Summary Report: Hong Yip is always devoted to listening to the voice of its customers in order to understand their needs and service expectations. To keep pace with our technology-driven Strategy, we have self-developed an interactive mobile application “SoProp”. It has a number of userfriendly features. Examples include: smart card access, visitor registration, management fee payment, facilities reservation, “SoMall” online shopping, feedback submission, energy saving tips, updates of important notice and latest activities, and “SoLeisure” social enterprise information sharing platform. This application enables us to deliver services in a more efficient and effective manner. The New Owner Communication Team has been established since 1997 for collecting new buyers and customers’ feedback on desired facilities and services. The team will summarize the findings and provide advice to the management for future improvement of facilities design. During the property handover process, new buyers can make use of the mobile app “Intake Easy” to enjoy one-stop handover services. Questions:

1) Reliability, assurance, tangibles, empathy and responsiveness are five dimensions of quality that form the basis for good quality service. Discuss with examples the necessary requirements on the five dimensions for Hong Yip that you think can enable it to provide good quality management services to people living in properties under its management. (15 marks)

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2) Hong Yip has developed an interactive mobile application “SoProp” to enable it to deliver services in a more efficient and effective manner. Discuss whether we should rely on the interactive mobile application “SoProp” or the staff of Hong Yip in providing efficient and effective management services to the residents and owners in the properties under its management. What advice can you give to Hong Yip to improve the service of its customer contact employees? (15 marks)

3) Hong Yip indicated that it is always devoted to listening to the voice of its customers (VOC) in order to understand their needs and service expectations. Explain the linkages of VOC to expected quality, design quality, actual quality and perceived quality using Hong Yip as an example. Suggest with justifications any two methods that are useful for the New Owner Communication Team to listen to the voice of customers. (10 marks) (Total 40 marks) MGT605 MANAGING QUALITY FOR PEOPLE AND ORGANIZATIONS

3Part B: Answer ALL questions (60 marks)

4) There are three basic components of services: physical facilities, processes, and procedures; employee behavior; and employee professional judgment. In designing a service essentially involves determining an effective balance among all three components. a) Explain the above three basic components of a fast food restaurant such as Macdonald’s and discuss whether the design of the fast food restaurant has an effective balance on these three components. (15 marks) b) Discuss with examples any FOUR types of service errors that may occur in the fast food restaurant service and give suggestions to reduce the occurrence of those service errors. (15 marks) (Total 30 marks)

5) Flora works at a typical quick service restaurant (QSA). She is never involved in any problem-solving activities because she must defer to managers when problems arise. Her manager tells her what to do and micro-manages her work. Flora isn’t very happy in her job and is thinking of quitting to find something else. She has seen half of her coworkers quit in the last year. a) Discuss why Flora wants to quit from her job. (15 marks) b) How can Flora’s manager improve employee involvement and engagement? (15 marks) (Total 30 marks) –

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