NAME MATRIC NO

NUR FATIN FATIHAH BINTI AHMAD RUZI

NUR AFIQAH BINTI HASSAN

NUR HIDAYAH BINTI ABDUL HALIM

UNIVERSITI TEKNOLOGI MARA SHAH ALAM FACULTY OF ADMINISTRATIVE SCIENCE AND POLICY STUDIES

CHAPTER 7

Defining The Dimension Quality

Performance•Does the product or service do what it is supposed to do, within its defined tolerances?

Features•Does the product or services possess all of the features specified, or required for its intended purpose?

Reliability•Will the product consistently perform within specifications?

Conformance•Does the product or service conform to the specification?

Durability • How long will the

product perform or last, and under what conditions?

Serviceability• How long will the

product perform or last, and under what conditions?

AestheticsThe way a product looks is important

to end-users. The aesthetic properties of a product contribute to a company’s or brand’s

identity. Faults or defects in a product that diminish its aesthetic properties.

Perception • Perception is reality. The product

or service may possess adequate or even superior dimensions of quality, but still fall victim to negative customer or public perceptions.

Measuring Service Quality

SERVQUAL

The SERVQUAL authors : Original 10 elements of service quality these were collapsed into five factors

reliability, assurance, tangibles, empathy and responsiveness (RATER)To measure : The SERVQUAL authors identified five Gaps that may cause customers to

experience poor service quality.

• Key factors leading to this gap are:

• Insufficient marketing research• Poorly interpreted information about the audience's

expectations• Research not focused on demand quality• Too many layers between the front line personnel and

the top level management

Gap 1: between consumer

expectation and management

perception

• may occur due the following reasons:• Insufficient planning procedures• Lack of management commitment• Unclear or ambiguous service design• Unsystematic new service development process

Gap 2: between management

perception and service quality specification

•reasons for this gap are:•Deficiencies in human resource policies such as ineffective recruitment, role ambiguity, role conflict, improper evaluation and compensation system•Ineffective internal marketing•Failure to match demand and supply•Lack of proper customer education and training

Gap 3: between service quality

specification and service delivery

•Over-promising in external communication campaign•Failure to manage customer expectations•Failure to perform according to specifications

Gap 4: between service delivery

and external communication

•This gap arises when the consumer misinterprets the service quality. For example, a physician may keep visiting the patient to show and ensure care, but the patient may interpret this as an indication that something is really wrong.

Gap 5: between expected service and experienced

service

Quality Control in Services

What is quality control?

Quality control is a process that is used to ensure a certain level of quality in a product or service. It might include whatever

actions a business deems necessary to provide for the control and verification of certain characteristics of a product or service. Most often, it involves thoroughly examining and

testing the quality of products or the results of services. The basic goal of this process is to ensure that the products or services that are provided meet specific requirements and

characteristics, such as being dependable, satisfactory, safe and fiscally sound.

Difference between Quality Control & Quality Assurance

• Though the two are similar, but there are some basic differences.

• Quality control is concerned with examining the product or service — the end result.

• Quality assurance is concerned with examining the process that leads to the end result.

• A company would use quality assurance to ensure that a product is manufactured in the right way, thereby reducing or eliminating potential problems with the quality of the final product.

Basic Tools of Quality Control in Services

• Cause-and-effect (fishbone/Ishikawa diagram)• Histogram• Pareto chart• Check sheet• Control chart• Scatter diagram• Flow chart

"Inspection with the aim of finding the bad ones and throwing them out is too late, ineffective, costly. Quality comes not from inspection but from improvement of the process."

- W. Edwards Deming

ISO 9000 and Public Services

What is ISO 9000?(International Organization For Standardization)

The ISO 9000 family of standards represents an international consensus on good quality management practices. It consists of standards and guidelines relating to quality management

systems and related supporting standard

• Used by thousand of enterprises in the Private and Public sectors

• 175 Counties• 880,000 registrations worldwide

* ISO 9000 is a standard for a quality SYSTEMS not for product.

Why ISO 9000 certification?

• increase customer satisfaction and retention. • if any products has ISO 9000, that mean that products

produce under the ISO standards. Customers can purchases it without any afraid. (CONFIDENT).

• Create a more efficient, effective operations.• Enhance marketing management. • Improve employee motivation, awareness and morale. • Promote internal trade.• Increase profit.• Reduce wastage and increase productivity.

ISO 9001 can help Government for the same reason it helps large corporations by:

Provides management control of diverse operations – can measure frontline delivery of service.

• Allows objectives to be rolled out to front line units with clear and transparent measures.

• Provides better information flow and visibility for management.

• Integrates processes to achieve better service delivery and customer satisfaction

THE ISO 9000 CONCEPTQUALITY ASSURANCECUSTOMER

QUALITY SYSTEM

OUTPUTPROCESSINPUT

DOCUMENTATION

Need For Quality

Organization

Based on ISO 9000 series

Control Control Verify

•Quality Manual•Procedure•Work Instructions•Responsibilities•Authorities

Structure of ISO 9000 Series Types Standard Details

GuidelinesISO 9000 Quality Management and Quality Assurance

Standards - Guidelines for Selection & Use

ISO 9004 Quality Management and Quality System Elements - Guidelines

Quality Assurance

Model

ISO 9001 Quality Systems - Model for Quality Assurance in Design/Development, Production. Installation and Servicing

ISO 9002 Quality Systems - Model for Quality Assurance in Production and Installation

ISO 9003 Quality Systems - Model for Quality Assurance in Final Inspection and Test

ISO 9000 in Malaysia & Principles

• Development Administration Circular No.2 of 1996: Guidelines For Implementing MS ISO 9000 in the Civil Service – to utilize ISO 9000 as a blueprint for efforts to .

• As a base towards the TQM system.• Principles:

– Customer focus - System Approach– Leadership - Continual Improvement– People - Fact – Process Approach - Suppliers

ISO 9000 Implementation Responsibility

• Act as the secretariat for the National Steering Committee. • Provide consultancy services to Government Agencies. • Assist INTAN in providing training to agencies.•ETC

Quality Awards (innovation award, PM quality awards, EFQM, Balridge etc)

Quality Awards

What is mean by quality?

• Quality represents the extent to which a goods or services meets

or exceed the expectation

What is mean by quality awards?

• It is a recognition/awards given to individual, organization or a country to

the extent of meeting or exceed the expectation on goods or services.

PRIME MINISTER'S INNOVATION AWARD

• The Government has introduced a 2-tier

recognition system for the Public Service:-

1) Prime Minister's Innovation Award

(AIPM) 2) unique Public Service award

• To recognize innovations that are

significant and bring high impact to the

country.

• In line with the Government's aspiration to

foster a creative and innovative culture

among Public Sector agencies, The Prime

Minister's Innovation Award was

introduced in 2010 to replace the Prime

Minister Quality Award (AKPM).

Selection Process

• The process of identifying and nominating

potential candidates or initiatives for the Prime

Minister's Innovation Award is undertaken by a

Search Committee.

• The Committee is chaired by the Chief

Secretary to the Government and comprises

members drawn from the Public Sector, Private

Sector, Institutions of Higher Learning and Non-

Government Organisations (NGOs).

• The Search Committe ensures that only the

most qualified candidates are shortlisted for the

award. Thus, agencies need not submit any

application for AIPM.

PRIME MINISTER'S INNOVATION AWARD

Prime Minister Datuk Seri Najib Tun Razak hands over the plaque to the winner of 2013 Prime Minister Innovation Award to Malaysian Medical Relief Society (MERCY Malaysia) president Datuk Dr Faizal Firdaus during the ceremony in Putrajaya. (The Star Online, November 13, 2013)

PRIME MINISTER'S INNOVATION AWARD

Evaluation Criteria

The AIPM evaluation criteria cover four main aspects

which emphasize the outcome and impact of an innovation

as follows:

i. Innovative- shows innovative features such as

methods or experiments that are truly leading edge,

comprehensive organizational change or effective

mobilization of technology;

ii. Relevance - shows changes which are consistent with

the national agenda such as contribution to high value

added economic development, significant cost savings to

Government operations, significant Government revenue

generation, unique collaboration with the people, effective

nation building efforts and others;

iii. Significant - shows significant and high impact

outcome or potential outcome either locally or globally; and

iv. Effectiveness - shows significant benefit in terms of

sustainable outcome and covers a period of time that

clearly demonstrates its effectiveness.

Categories of Recipient

• AIPM can be awarded to an agency/ organization, a

team consisting of civil servants or an individual. Only

one winner will be chosen for AIPM. Commensurate

with the level of AIPM as a prestigious award, the

AIPM's winner will be rewarded a cash prize of RM1

million, a trophy and a certificate.

PUBLIC SECTOR INNOVATION AWARD

The second tier is the Public Sector Innovation Award (AISA) which recognizes

innovation in 4 core areas namely Financial Management, ICT Management, Local

Authority Management and District Administration Management.

The agencies responsible for each selection process are:

i.    Financial Management Innovation Award (AIPK) by the Ministry of Finance;

ii.    Information and Communication Technology Innovation Award (AICT) by the

Malaysian Administrative Modernisation and Management Planning Unit (MAMPU);

iii.    Land and District Administration Innovation Award (AIPDT) by the Implementation

Coordination Unit (ICU); and

iv.    Local Authority Innovation Award (AIPBT) by the Ministry of Housing and Local

Government.

The award carries a cash prize of RM 300,000.00, a trophy and a certificate for each

area.

Malcolm Baldrige National Quality Award

• Competitive quality award presented by U. S. government

• 5 award categories: Manufacturing, services, small business, health care, education

• All written applications are reviewed by trained examiners

• Site visits to leading candidates• Maximum of 2 awards per

category