Application of Operation Quality Management on Selected CasesIntroductionIn a world of businesses and industries, one important aspect to consider is the quality of products and services they provide, and in which a continuous improvement of quality plays essential role to the success of any company. Providing “quality assurance” in different perspective must be prioritized first and the company must exert extra time and effort because it can also offer great return of investment to the company. Total QualityThe total quality must start within the organization/management system and centering its attention in providing higher consumer satisfaction.
The company must also handle changes by continuous “learning” and “adaptation” with constant use of scientific approach. Basically, according to Evans and Lindsay a total quality must hold three fundamental “principles”—(1) “Customer and stakeholder focus”; (2) “Participation and teamwork” and; (3) “Process focus and continuous improvement”. Costumer Satisfaction in Focus“Satisfaction is an attitude; loyalty is a behavior” once quoted in the “The Management and Control of Quality” by Evan and Lindsay and this should be the fundamental slogan of every company in order to get a much higher return of investment.
Satisfied costumers will be much likely to give their loyalty in which a company can get more than the profit of its product or service. Satisfied costumers can also be an advertising mechanism of the company since their loyalty can influence other people to try products or services from the company they getting satisfaction. This is why most of the managers are paying too much attention to enhance costumer satisfaction. Southwestern UniversityIn the same manner as most managers’ eagerness in providing costumer satisfaction, Joel Wisner, President of Southwestern University, also envision of giving satisfaction to people while watching football in the University’s stadium.
Wisner is currently facing costumer feedback indicating somehow dissatisfaction from the costumer. He asked Leslie Gardner, Vice President, to conduct a study that will solve the problem. Gardner had already done a survey using randomly selection of 50 respondents in every game last year, in order to assess the costumers’ perception regarding overall quality of watching the football which includes quality of actual game, costumers’ perception of the tickets as well as concession. She even had an open-ended comment for the costumers who want to include assessment not indicated in the questionnaire.
In five corresponding games, she had a total of 250 respondents: 115 Alumnus, 83 students, 16 faculty/staff and 38 other persons. Costumer: Satisfied or Dissatisfied? In the first assessment of the quality being perceived by costumers during the game day, levels of costumers’ satisfaction regarding parking, traffic, seating, entertainment and printed program are plotted in figure 1. Generally, it does not show extreme costumers’ dissatisfaction on the five mentioned services being assessed, however, only on the aspect of entertainment the University was able to get the most number of satisfied costumer and the other aspects have even distribution of costumers on the level of satisfaction.
It is also quite noticing that most number of respondents chose the middle level of satisfaction. Although it does not mean dissatisfaction, however, the University was not able to make its costumers achieve total satisfaction in since it does not also mean well satisfied. Therefore, the University must focus on improving the quality of parking, traffic, seating, and printed program as also reflected on the comments in survey.