Shifting Paradigms in Educational Institutions: Embracing Quality Concepts

1. Educational institutions worldwide are undergoing fundamental shifts in how they operate and interact with their “customers”: students, alumni, donors, faculty members, and staff members. Kotler & Fox (1995) state that “the best organization in the world will be ineffective if the focus on ‘customers’ is lost. First and foremost is the treatment of individual students, alumni, parents, friends, and each other (internal customers). Every contact counts!” Quality concepts – Topic 1

2. “Today’s students expect of colleges and universities what they demand elsewhere: better service, lower costs, higher quality, and a mix of products that satisfy their own sense of what a good education ought to provide. They want the enterprises that serve them to be efficient – not for efficiency’s sake, but because efficiency promotes the flexibility and adaptability they seek in the marketplace”. (quoted in Lewis & Smith, 1994, p. 4) Quality concepts – Topic 1 Students’ expectation

3. Grade Mark Quality Point A 80-100 4.00 A- 75 – 79 3.75 B+ 70 – 74 3.50 B 65 – 69 3.00 B- 60 – 64 2.75 C+ 55 – 59 2.50 C 50 – 54 2.00 C- 47 – 49 1.75 D+ 44 – 46 1.50 D 40 – 43 1.00 F 0 – 39 0.00 Quality concepts – Topic 1 Grading System

4. Selepas mengikuti tajuk ini pelajar patut dapat: Memahami definisi kualiti Mempelajari dimensi kualiti Memahami faktor yang mempengaruhi kesan ke atas pengurusan kualiti Memahami kepentingan kualiti Bacaan: Bab 1 B. Janakiraman & R.K. Gopal, 2007 Maureen Brookes & Nina Becket, Quality Management in Higher Education Konsep Kualiti

5. After completing this topic, you should be able to: Understand various definitions of quality Learn about dimensions of quality Understand the forces affecting quality management Understand the importance of quality Bacaan / Readings: Chapter 1 B. Janakiraman & R.K. Gopal, 2007 Maureen Brookes & Nina Becket, Quality Management in Higher Education Quality Concepts

6. HEI means and educational institution whether or not established under any written law and including private educational institution providing higher education leading to the award of a certificate, diploma, degree or the equivalent thereof. (Akta Majlis Pendidikan Tinggi Negara 1996 - Akta 546) Institusi pendidikan tinggi ialah institusi pendidikan yang menyediakan pendidikan tinggi yang membawa kepada penganugerahan diploma, ijazah atau yang setaraf dengannya (Akta Pendidikan 1996) Higher Education Institution

7. University or University College means: (a) University or University College established under the Universities and University Colleges Act 1971; or (b) a private higher educational institution with the status of a University or University College, a branch campus of a foreign University or University College, established under the Private Higher Educational Institutions Act 1996 (Act 546) University or University College

8. Management is defined as the effective use and coordination of resources such as capital, plant, materials, and labour to achieve defined objectives with maximum efficiency (International Dictionary of Management). Covers the relevant aspects of efficiency, effectiveness in the usage of resources, financial management and implementation of stated programs. Management as defined

9. The obligation to give answers and explanations concerning one’s action and performance, to those with a right to require such answers and explanations (Ahmad Sarji Abdul Hamid, 1991 – Perkhidmatan Awam Yang Berkualiti). Bertanggungjawab kepada atau terhadap sesuatu tindakan dan perbuatan (Kamus Dewan). Seorang pegawai bertanggungjawab kepada pihak atasan mengenai cara sesuatu tindakan atau keputusan yang diambil olehnya mengikut garispanduan dan peraturan yang ditetapkan. Accountability/ Kebertanggungjawaban

10. Therefore, an organization / university has the obligation to give answers and explanations concerning its own action and performance, to those with a right to require such answers and explanations (government, stakeholders). Bertanggungjawab kepada atau terhadap sesuatu tindakan dan perbuatan (Kamus Dewan). Seorang pegawai bertanggungjawab kepada pihak atasan mengenai cara sesuatu tindakan atau keputusan yang diambil olehnya mengikut garispanduan dan peraturan yang ditetapkan. Accountability/ Kebertanggungjawaban

11. It implies an agreement An exchange between two parties in which one says essentially, “You give me the means and I will do what we agreed upon.” The other says, “Fine, as long as you demonstrate you are doing it well.” Based on the above definition, an accountability relationship has the following elements: (a) Resources and/or authority conferred conditionally, (b) Agreement to use what ism given to carry out particular responsibilities (c) Obligation to demonstrate that what is given is used conscientiously for the agreed purposes Accountability

12. The Malaysian Public Service Commitments 2008 Launched by Tan Sri Mohd Sidek Hassan – Chief Secretary to the Government of Malaysia January 2008. Towards a Customer Centric Malaysian Public Service Government commitment

13. Mewujudkan budaya perkhidmatan yang berfokuskan pelanggan berdasarkan ciri-ciri berikut: Kebolehpercayaan dan kebolehjangkaan (reliability and predictability) Responsif (high level of responsiveness) Menepati masa (timeliness of responsiveness) Berbudi bahasa dan cekap (courtesy and competence) Persekitaran mesra pelanggan (customer friendly environment) Government commitment

14. Fiscal pressures Competition in funds Faced with tighter budgets Rise in perceived importance of the function of postsecondary institutions The benefits of postsecondary education Increase in students’ employability – “value added” – the value that is added to students’ capabilities and knowledge as a consequence of their education at a particular college or university. Factors for the Increase inPublic Demand for Accountability

15. Human resource development and knowledge-based economy Non-financial value to individuals, society and the nation Postsecondary education can contribute to enhanced cultural integrity, tolerance, and respect, which are all highly valued in the global society Factors for the Increase inPublic Demand for Accountability

16. Some of the questions: How do higher education institutions satisfying stakeholders’ demands on their education? What is the role of quality management? What factors exert influence on higher education institutions? Through what kind of mechanisms do higher education institutions react? What are the effects of the reactions taken by higher education institutions? Is/Are there any model(s) suitable for higher education institutions? The Big Questions of Quality

17. Some of the pressures: State of uncertainty faced by educational leaders. Expectations for greater performance in a climate of increase financial accountability. The existence of alternatives to public education providers. The expectation on universities as change agent. 1990s has been the decade of quality in higher education (changes in approaches to achieve quality in higher education). External quality monitoring and procedures. The Pressures

18. What is quality? In simple form quality answers two questions: “What is wanted?” and “How do we do it?” Quality means staying in business. Quality means optimizing the whole system of value exchange. Two dominant meanings of quality: Quality consists of those products features, which meet the needs of customers, hence provides product satisfaction. Quality consists of freedom from deficiencies. (Janakiraman & Gopal, 2007, p.2) Quality Concepts

19. Quality An expectation of other products and services we all use. A product or service delivered to a very high specification at a very high price, only accessible to customers or clients who have high incomes and wealth The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs Ability of a set of inherent characteristics of a product, process/system to fulfill requirements of customers and other interested parties (ISO9001:2000) Quality Management System Well documented system that ensures consistency and improvement of working practices, including products and services produced. Quality Management System (QMS)

20. Quality management (QM) refers to structures within a higher education institution that assist in the management of quality issues (Luxton, 2005). Quality improvement (refers to process) is concerned with an ongoing cycle of agreeing on a set of standards and/or goals, gathering relevant information, evaluating feedback and ensuring the implementation of change. Quality Management (QM)

21. Fitness for purpose or use - Juran Conformance to requirements – Crosby Total composite of product and services characteristics of marketing, engineering, manufacturing and maintenance through which the product and service in use will meet the expectation by the customer – Feigenbaum Should be aimed at the needs of the customers, present and future – Deming The degree of excellence at an acceptance price and control of variability at an acceptable cost - Broh Various Definitions of Quality

22. The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs – ISO 840: Quality vocabulary Meets the requirements of customers, both internal and external, the organization for defect-free product, services and business processes – IBM Quality as exceptional (Lee & Diana, 1993) – something special, distinctive, excellent (exceeding very high standards), passing a set of required standards. Various Definitions of Quality

23. Quality as special refers the traditional view of quality. Implies the exclusiveness or the elitist view. It is judged based on distinctiveness (unattainable for most people). Education provided by Cambridge, Oxford, Yale, Harvard is always viewed as something special. Quality as something special

24. Only possible in limited circumstances. The best is required if excellent is what you want. A lecture by a Nobel Prize Winner is an example of quality excellence. Ivory towers universities are status given only to those widely reputable universities in the USA and UK. Institutions that take only the best students is an example of quality in terms of input and output. Quality as excellence

25. Ensures products or services meet the specifications of the customers. Quality products meet the customers requirements. For HEI, is the system providing the right number of required workforce? Is the course providing the right balance of knowledge, skills and understanding? How about the degree offered by universities? Who actually are the customers in HEI? Quality as fitness for purpose

26. EDU5824 Defining Quality in Higher education • Defining quality is a challenging task (Becket & Brookes, 2006) • What is meant by quality? • Basic concepts: • Continuous improvement – an ongoing effort to improve products, services or processes. Incremental improvement • Four step quality model – plan-do-check-act (PDCA) cycle • Cost of quality (COQ) – the cost of not creating a quality product or service. Isn’t the price of creating a quality product. • Quality costs are the total cost incurred by investing in the prevention of non-conformance to requirements, failing to meet requirements.

27. EDU5824 Defining Quality in Higher education • Harvey & Knight (1996) • Quality can be broken into five dimensions: • Quality as exceptional (high standards) • Quality as consistency (zero defects) • Quality as fitness for purpose (fitting customer specifications) • Quality as value for money (efficiency and effectiveness) • Quality as transformative (an ongoing process that includes empowerment and enhancement of customer satisfaction)

28. EDU5824 Defining Quality in Higher education • Campell & Rozsnayi (2002) • Quality can be defined as: • Quality as excellence (goal to be the best) • Quality as zero errors • Quality as fitness for purpose (fitting customer specifications) • Quality as transformation (an ongoing process that includes empowering students with skills, knowledge and attitudes which enable them to live and work in the k-society) • Quality as threshold (setting certain norms and criteria) • Quality as value for money (accountability) • Quality as enhancement or improvement (pursuit of continuous improvement)

29. EDU5824 Defining Quality in Higher education Harvey dan Green (1993) - Kualiti sebagai kecemerlangan (excellence) kerana sesuatu itu memiliki kecemerlangan dan dalam pengajian tinggi ia sering dikaitkan dengan Harvard University dan University of Cambridge.

30. EDU5824 Defining Quality in Higher education Harvey dan Green (1993) - Kualiti sebagai “perfection” kerana ia melibatkan kecacatan sifar terutamanya kepada proses kerja yang dilaksanakan dan memenuhi spesifikasi yang ditetapkan.

31. EDU5824 Defining Quality in Higher education Harvey dan Green (1993) - Kualiti sebagai “fit for purpose” kerana sesuatu itu dilihat sebagai memenuhi keperluan pelanggan. Dalam konteks ini kualiti dilihat dari segi kemampuan institusi pengajian tinggi (IPT) memenuhi misinya atau menghasilkan program pengajian yang mencapai matlamat ia ditawarkan.

32. EDU5824 Defining Quality in Higher education Harvey dan Green (1993) - Kualiti sebagai nilai tambah kepada kewangan (value for money) kerana ia dilihat dari aspek pulangan pelaburan kewangan. Pendidikan tinggi dilihat berkualiti apabila penghasilan yang sama dicapai pada kos yang lebih rendah atau penghasilan yang lebih baik dicapai pada kos yang sama.

33. EDU5824 Defining Quality in Higher education Harvey dan Green (1993) - Kualiti sebagai transformasi (transformation) kerana ia memberi fokus kepada transformasi diri pelajar. Pendidikan tinggi dilihat berkualiti apabila berupaya mengubah pelajar secara berterusan dan memberi nilai tambah kepada mereka dari segi pengetahuan dan pembangunan diri yang boleh diguna pakai dalam kehidupan di luar kampus universiti.

34. EDU5824 Defining Quality in Higher education Campell & Rozsnayi (2002) - Quality as excellence (goal to be the best) Quality as excellence. This definition is considered to be the traditional academic view that holds as its goal to be the best.

35. EDU5824 Defining Quality in Higher education • Quality as “zero errors” • Related to industry in which product • specifications can be established in detail, and • standardized measurements of uniform products can • show conformity. • This view is not always considered to be applicable to • higher education.

36. EDU5824 Defining Quality in Higher education • Quality as “fitness for purpose” • Requires that the product or service meet a customer’s needs, requirements, or desires. • Imply “anything goes” in higher education so long as a purpose can be formulated for it.

37. EDU5824 Defining Quality in Higher education • Quality as transformation. • Focuses firmly on the learners: the better the higher education institution, the more it achieves the goal of empowering students with • specific skills, knowledge, and attitudes which enable them to live and work in the knowledge society.

38. EDU5824 Defining Quality in Higher education • Quality as threshold. • Defining a threshold for quality means setting certain norms and criteria. Any programme, department, or institution, which reaches these norms and criteria, is deemed to be of quality.

39. EDU5824 Defining Quality in Higher education • Quality as value for money • Accountability is central • Based on the need for limit in public expenditure

40. EDU5824 Defining Quality in Higher education • Quality as enhancement or improvement. • Emphasizes the pursuit of continuous improvement • Achieving quality is central to the academic ethos

41. EDU5824 Quality Assurance • Merangkumi tiga aspek penting iaitu dasar, proses dan langkah untuk pengekalan dan peningkatan kualiti dalam pendidikan tinggi. • Quality assurance is an all-embracing term covering all the policies, processes, and actions through which the quality of higher education is maintained and developed (Campbell & Rozsnyai, 2002, m/s. 33).

42. EDU5824 Quality Assurance • Harvey (2009) - kualiti sebagai suatu usaha yang merangkumi penggubalan polisi, prosedur, sistem dan amalan dalaman dan luaran yang dirancang untuk mencapai, mengekal dan meningkatkan kualiti.

43. EDU5824 Quality Assurance • Vlãsceanu, Grunberg dan Parlea (2004) memberikan pengertian jaminan kualiti kepada aktiviti penilaian dan kajian semula kualiti pendidikan tinggi. • Quality Assurance: An all-embracing term referring to an ongoing, continuous process of evaluating (assessing, monitoring, guaranteeing, maintaining, and improving) the quality of a higher education system, institutions, or programme.(Vlãsceanu et al., 2004, m/s. 48).

44. EDU5824 Quality Assurance • Kementerian Pengajian Tinggi Malaysia • semua perancangan dan tindakan sistematik (polisi, strategi, sikap, prosedur dan aktiviti) bagi mewujudkan keyakinan bahawa kualiti sentiasa terpelihara dan dipertingkatkan, serta produk dan perkhidmatan memenuhi standard kualiti yang ditetapkan. Dalam pendidikan tinggi, jaminan kualiti adalah keseluruhan sistem, sumber dan maklumat yang diperuntukkan bagi mengekalkan dan memperbaiki kualiti dan standard pengajaran, kesarjanaan dan penyelidikan serta pengalaman pembelajaran pelajar (KPM 2005, m/s.7).

45. EDU5824 Quality Assurance / Jaminan Kualiti • Jaminan kualiti adalah berkait dengan dasar, strategi, proses dan aktiviti yang dilaksanakan yang melaluinya hasilan kualiti pendidikan tinggi dikekalkan dan dipertingkatkan selaras dengan keperluan pihak berkepentingan. Antara pihak berkepentingan utama dalam pendidikan tinggi adalah pelajar, majikan, kerajaan dan masyarakat.

46. Performance: The primary operating characteristics of a product. An example is about television, should have clear sound, picture, colour and able to receive distant stations. Features: Secondary characteristics of products that supplement the basic functioning of the products. An example would be automatic tuners on a colour tv and power steering in a car. Eight Dimensions of Quality

47. Reliability: It reflects the probability of a product failing within a specified period of time. Conformance: The degree to which product design and operating characteristics match pre-established standards. Durability: A measure of product life – the period of use one gets from a product before it physically deteriorates. Eight Dimensions of Quality

48. Serviceability: The speed, competency and efficiency of repair – the elapsed time before service is restored. Aesthetics: How a product looks, feels, sounds, tastes or smells. Perceived quality: Indirect measures when comparing brands on products attributes. Eight Dimensions of Quality

49. Reliability: Involves consistency of performance and dependability. The performance of service should be right the first time and provider honours promises. It must ensure accuracy in billing, keeping records correctly and performing the service at the designated time. Responsiveness: Concerns the willingness or readiness of employees to provide service (timeliness of service, giving prompt service). Determinants of Service Quality

50. Competence: Possessing the required skills and knowledge to perform the service. Access: Involves approachability and ease of contact (accessible by phone, convenient hours of operation, convenient location of service facility). Courtesy: Involves politeness, respect, consideration, and friendliness of contact personnel. Determinants of Service Quality