Therefore, accolades are important for organizations and the process by which they are distributed becomes an important consideration for any person connected with the fields of management, service provision and even psychology and sociology.
Essentially, there are two primary methods by which accolades can be distributed in an industry which focuses on services. The first method is to obtain accolades from the governing body of the industry if there is one and the second is to obtain a quality of service measure from a reviewing body which exists to help the consumers (Clark and Johnston, 2005). In both cases, the decision to give the accolade belongs to external forces and there is no direct link between the users of the service and those who receive the award.
In certain situations, if managed carefully, a company can award itself an accolade and even manage to fool many people into thinking that such an accolade has been given to them by a respected authority. For example, a company may say that their service is rated at seven stars but there may be no official body or even a consumer group which rates their service at seven stars. The best example of such a technique comes from the hotel industry itself where certain hotels in the world have claimed themselves to be rated at seven stars while international hotel ranking groups have no rating higher than five. Rudd (2007, Pg. 1) reports that “There’s no such thing as a seven-star category. The Burj Al Arab in Dubai and the Emirates Palace in Abu Dhabi might claim to be seven-star, but that’s their own interpretation, measured presumably by how much gold and marble you can squeeze into one building”.