EVALUATION MARK FOR LOG REPORT

DIPLOMA IN PUBLIC ADMINISTRATION

UNIVERSITI TEKNOLOGI MARA CAWANGAN MELAKA

INTRODUCTION TO PUBLIC SECTOR QUALITY MANAGEMENT (PAD252)

DECEMBER 2013 - APRIL 2014

LOG REPORT CRITERIA & SCORING GUIDE

LOG REPORT 1

NAME :ZULAMIRUL AIMAN BIN ZULKIFLI
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LOG REPORT 2: CHAPTER 4 & 5 QUALITY MANAGEMENT

1.0  LEARNING REACTION

1.1 TOPIC 4: SERVICE QUALITY IN PUBLIC SECTOR

        As usually Cik Yatt starts her lecture by recite Al- Fatihah and praise on Almighty Allah SWT and Prophet Muhammad (PBUH). Now, Cik Yatt will explain about service, service quality and gaps model in service quality. I really focus on this chapter because it tough chapter and this chapter also became my question for assignment. I loved definition of service by Shahron Dobson refer to a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. I also loved definition of service quality by Lewis state that service quality also deals with ‘Moment of Truth’ any indirect interaction between service providers and customers, which may take in various forms. I summarize that service about any form of activity that not produces any physical product but can be felt by expression of satisfactory and intangible meanwhile service quality refer to a situation where provider and customer interact directly together which may happen in various form. 

           I learn to summarize characteristic of service are typical intangible means service is a form of product that cannot be foreseen by our eyes but we can felt it example consultation with a doctor, highly inseparable means provide that delivery service and customer consume service at the same time because service require both sides to exist in order to deliver those services. Plus, heterogeneity means service can be delivering in several of form such as how the public officer treats younger customer and older customer are differ because the young customer easy to understand the information given instead of oldest people. We also unable to store service because services only happen if needy of customer to get the service example policeman not make report on anything if there are no public people complaints about it. Services also durability because people easily become obsolete because technology advancement example public servant that using manual ways to keep information about customer of organization although we had system in computer to key in database can keep people apart away from getting their service again. Services also perishability that possible in two ways definite means services will not perform if the customer not requests it within time given example late for lecture appointment and service also vanish after the service has been consumed example lecturer never teach same chapter for a long period of time because they had schedule of learning that must be followed.

              Dimension of quality? I am asking myself about it. After Cik Yatt explain that topic I understand that to avoid her student to confuse about those two characteristic between service and service quality, she use that terms to differ between those two subtopic. Dimension of quality consist of reliability, assurance, tangibility, empathy and responsiveness. I summarize that reliability means service quality ability to provide what was promised example if the client charter state that the public servant must smile when deal with customer than provider must  keep that promises. Assurance refer a good employee required a knowledge, skill and ability to perform task in organization. It can lead to tremendous trust by customer to get service again. Tangibility can be express in service quality through satisfactory feeling by customer by exist good facilities like comfortable chair and air conditioner while get the services from provider.  Empathy in service quality means provider should be in customer shoes. The provider must be in customer situation in order to know what customer want in services. Responsiveness also an essential part of service quality refers willingness of provider and how fast they response to what customer want.

           Now, Cik Yatt explains on gaps model refer as conceptual model of service quality that identifies gaps in service quality and suggest measures to close them. Gaps divided to two that manufacturing, measures the difference between the desired and the existing conformance level and services that measures differences between the expected and the actual level of service provided. I learnt about 5 gaps model are knowledge, standard, delivery, interpret and customer gaps. Knowledge gaps means provider do not know what customer wanted in service, standard means provider not set standard in client charter in deliver service to customer, delivery gaps means provider fail to deliver services according what they had promised to customer lead to interpretation gap. It also refer fail to deliver according promises by provider can be interpret as liar by customer. Gap 5 refer to overall performances that not according to costumer’s expectation if customer leaves organization with happy thus it okay but if customer not leaving organization happily means something do not happen as the customer expect and it became dissatisfactory and bad feedback to organization. There are 7 differences between quality in service and manufacturing are identification and measurement of customer needs, customization, tangibility, production and consumption, involvement of customer, labour and supply also number of transaction. It can be summarize that they are huge difference in quality in both perspectives.

1.2 TOPIC 3: CUSTOMER FOCUS IN PUBLIC SECTOR 

            

              As usually Cik Yatt starts her lecture by recite Al- Fatihah and praise on Almighty Allah SWT and Prophet Muhammad (PBUH). I really shock when I count number of pages of chapter 5 and when Cik Yatt told me that chapter 5 was the toughest and longest chapter in quality management I cannot felt my feet on the ground. ‘’Customer focus, I want fall in love with you’’ said me in monologue. I summarize that customer as people that determine the survival of organization without them organization will falling down. Reliable customers as customer that buy repeatedly from the organization and feel the satisfactory via their product, these customers are important customer. A civil servant is a supplier and customer at the same time example Ali is police officer in Police Department. He provides information for his subordinate on the operation needed to be conducted. The operations need order from his superior. He is supplier to his subordinates and a customer to his superior. I learnt to summarize the meaning of customer from examples my father felt sick and he ask me to get those medicine from General Hospital Kluang, so I go to that hospital and get the medicine for him. I conclude that my dad was customer, me as consumer that get medicine for my dad, General Hospital Kluang as supplier within the situation given me and my dad in a small organization that called family. So my dad is internal customer to me and i was external customer to General Hospital Kluang. 

                Plus, public servant acknowledges what internal customer wants by good formal and informal communication with them and there are six steps to discover the external customer’s need. I summarize it as guess what external customer want, find ways to gather information, take action to gather it, make deep analysis to those information, check validity of conclusion whether those conclusion can affect positively or negatively on organization and take action as indicated immediately. I also thought about how to get customer’s feedback mechanism? Cik Yatt told us we can get that information by several methods whether quantitative or qualitative methods alike comment cards/ formal survey, focus means we only selected a group of customer to answer our question about crucial issues. Besides that, field intelligence can be conduct where someone that apart from organization engages in a conversation with the customer to gather information. Plus, we can study from customer complaint to gain information and monitoring internet forum, so customer will give feedback in that forum. I realize something why customer satisfaction and loyalty so important towards public sector? Cik Yatt stresses out that it necessary because legitimacy power comes from public support. Thus, the public servant should give a good service to citizen and it also can help them build trust to sustain power in next general election especially Malaysia.

     I also learnt about what different between satisfaction and loyalty. Satisfaction in generic term is an attitude, satisfaction also relate to people feeling whether positive and negative satisfaction. Loyalty in generic term is a behaviour, satisfaction refer as reaction towards one’s feeling, if the customer satisfy with product they will buy and keep using same product of organization. They also can tend to be a loyal and regular customer to an organization. It really important to create a satisfy customer in the first place before they become loyal to an organization. In order to make a happy customer, the element of quality improvement must exist in the organization. Plus, one of ways to improve quality of the services especially public sector understands the customers’ needs and wants. If we know what customer wants in services, we can deliver better services towards them and make the customer satisfy with our services. It can enhance potential customer will keep coming to our organization. If we can make 20% of our customer happy and they are influence people in society like politician, we may gain more customers in the future because happy customer will spread news about their satisfaction to others. The happy customer can become free agents to advertise our product any save millions of cost of marketing and advertisement.  It is power of important people in society as state in Pareto Principle. It can lead to many profitability and survival of organization. 

               Besides that, Cik Yatt told us about how to create satisfy customer by using three main aspects of customer driven are expected quality, actual quality and perceived quality. I summarize that expected quality relates need to identify roles as provider and assume what customer wants, actual quality refer what had been delivery to the customer and perceived quality refer asses or analysis by customer on what they had get from the services. If the expected quality higher than actual quality received by customer, they may not satisfy with service. If the actual quality higher than expected quality received by customer, they may feel satisfy with the services. Cik Yatt also teach me to strategizing loyal customer using Theory of Service Relativity; Value = Results – Expectations. In loyalty behaviour, we had two ways to measure loyalty behaviour are by defection rate and business volume by customer rate. Lastly, before Cik Yatt end her lecture in DK2. She explains about 7 characteristics of a customer focussed public organization are vision and climate, alignment with customers, willingness to find and eliminate customer’s problem, use of customer information, reaching out to customers, competence, capability and empowerment of people and continue improvement of services also process. I conclude from both topic, I just learned I can used it as essential information to be a good provider and customer towards society also any part of organization. 

2.0  APPLICATION OF THE QUALITY CONCEPTS IN MY PERSONAL LIFE 

           I will explaining about gaps model that occur with public sector. In July 2007, I had accident in my housing area. The incident happen occur because careless of Chinese people drive and hit me at roundabout in my housing area. I remember that car’s number and how the incident happens. I bleed a lot, the car getting away without hesitates to stop and help me. When I reach my home, my dad gives me basic treatment to reduce my pain and takes to me General Hospital XXX where the 5 gaps model in service quality happen. After I reached emergency unit, many staff on vacation so only small number staff at there.  The nurses put me on stretched bed, keep argue each other where they want to put me in normal unit or ICU. I really annoyed at that time, they like don’t know the process to register me and keep asking others nurse. I and my father really think that the nurses not even had knowledge about how to handle this situation (Gaps 1). They also not standardize their process what to do first when this accident happen whether my father should fill any compulsory form or bring important document to register me (Gaps 2). We think what going on earth? They are nurses or not?

        Now, I had been register as patient of that particular hospital. The doctor and nurses are treating my wound as worst treat ever. They can talk to each other like gossip girls and not paying attention when stich my wound. Are they never thought about any consequences of their action, there a high chance they may stich at wrong place. They forgot to put anaesthetist, I felt the pain so much and I ask them properly to put it (Gap 3). They only say sorry? I don’t know what going happen on me. They had stated 5S in client charter what action they must show to patient when deliver the service. The 5S are hang around everywhere in that hospital. When I got treatment, I don’t see their smile while giving services, they only give treatment with harsh and not empathy what patient just felt in pain. I and my father interpret that only charter as liar because promises that had been make not even working on that organization (Gap 4). Lastly, I really want to go that private hospital at that time but my family not afford it. When times come and I can charge out from that hospital, I and my beloved father leave the hospital with my dissatisfaction toward the organization. We also detect many weaknesses instead of strength in that particular hospital, my dad had almost zero satisfaction and he going to give negative feedback on overall service by that particular public hospital (Gap 5). We felt unsatisfied with overall services.

LOG REPORT 1 : CHAPTER 1 & 3 QUALITY MANAGEMENT.

1.0  LEARNING REACTION

1.1 TOPIC 1: CONCEPT OF QUALITY

          Cik Hajah Hayati Binti Hj. Abdul Hamid, my lecture for subject ‘’Quality Management (PAD252)’’. She totally change my judgmental on her on our first contact in class. Cik Yat began her lecture by giving some advice to us to study on intention to gain knowledge and became a good servant to Allah SWT than pass the examination. I always forgot about it. Although this semester I do not have CTU subject but I fell this subject always help me remember Islamic value in myself. Cik Yat asks about what definition of quality? All students came up with different answer. All my classmates want to answer it in order to get unique sticker from her including me. Some answer that can be heard such as long lasting and expensive but Cik Yat surprise us by say all our answer are totally right. She explains each definition by different people what I really admired the definition by Fred Smith, CEO of Federal Express state that qualities are performance to the standard expected by the customer. I also attracted to other definitions like quality applies on environment, service, product, people and process or acronym as ESPPP. I also believe on definition that quality is an ever changing state that means what is considered quality today may not be good enough to be considered quality tomorrow. This definition was accurate based on my experience as son, worker and servant of Allah SWT. 

          Plus, Cik Yat explains about Quality Assurance (QA) and Quality Control (QC). QA refer as any planned and systematic activity directed towards providing consumers with product of appropriate quality, along with confidence that products meet consumers’ requirement (Evans & Lindsay, 2008). I attract with principles of QA whereby fit for purpose and right first time. I think the principle accurate with the definition because QA was essential division so that product can exceed customer expectation and not mistaken happen in production. QC is one part of QA, it emphasizes testing of product to uncover defects and reporting to management who make the decision to allow or deny the release. There are several processes on QC are assessing actual quality performance (pre control), compare actual performance with performance goals (concurrent control) and take immediate steps to resolve differences between planned performance and actual performance (corrective control). Furthermore, Cik Yat  tell us about total quality (TQ)  can be refer as continuous improvement activities involving everyone in the organization example worker in a totally integrated effort toward improving performance at every level (Dept. of Defence (DOD), US). There are Big Q and Little Q in concept of TQ, Big Q refer to quality of products, services, people, process and environment meanwhile Little Q refer to a narrower concern that quality of one of these elements within an individual element satisfaction example products.

            Cik Yat tells us about quality in Islamic perspective, it about pure soul that derives from inside individuals that build up a good character and basically good action happen. It folds on two obligations are obligatory (Fardhu Ain) and supererogatory duties (Fardhu Kifayah), obligatory duties for every Muslim are 5 pillars of Islam that provided the sufficient basic for every Muslim to be of a noble character meanwhile supererogatory duties are additional acts beyond obligatory requirement which are strongly recommend doing.  Total quality in Islamic perspective cover relationship among human and between human and Allah SWT also proficiency and efficiency (quality of insan). Plus it also combines sincerity and excellence in doing any action in our life. In Islamic perspective, quality is an inherent ethics of Islam that had been practice since 14 centuries ago example the Muslim nation under the Prophet Muhammad (PBUH). Cik Yat also taught about similar and different between quality in generic and Islamic perspective, similar between both perspectives are qualities means positive on customer feedback and encourages team working also foster positive work attitude. Different between both perspectives are generic perspectives focus material and physical aspect like output, organization and society being as separate entity and not even close. Plus, generic perspectives state that quality not a total concept because it not emphasize on internal element  example morality value also it prefer reference philosophy from east and west only like Juran and Ishikiwa. Meanwhile quality in Islamic perspective focus on quality of insan means process to build pure soul in Muslim to generate more good character in work and life. 

            Plus, organization and society in being treated the same as servant of Allah based on concept ‘’Habluminnannas’’ and ‘’Hablumminallah’’. Quality in Islamic perspectives also believe quality as total concept that emphasizes internal affairs because good conduct is guided by Holy Al-Quran and Sunnah. In Islamic perspective, quality derived from best teacher on this world, The Prophet Muhammad (PBUH). It became accurate and reliable in our daily life. In additions, Cik Yat tells us about different between total quality views and traditional views of quality that based productivity versus quality, how quality is defined and measured also how quality is achieved. It can be summarized that traditional and total quality views are how people views on quality perspective and both views still be applied in our daily life. Some history development of quality are been told by Cik Yat also surprise me how old concept of quality had been implement in our world. Last but not least, Cik Yat told us about Malaysian Administrative Modernisation and Management Planning Unit (MAMPU), a government body implementing resources planning has put in efforts to introduce several reforms through several programmes in Malaysia. MAMPU became a driving force for change in the administration and management of Public Service. In Shaa Allah, lesson that given by Cik Yat with permission Allah SWT help me understanding well about this subject.

1.2 TOPIC 3: TOTAL QUALITY CONCEPT IN PUBLIC SECTOR 

               Cik Yat starts class with tazkirah and smile after a mid-semester break. She told us about her dad condition, we really pray for her father to be better. Cik Yat starts her lecture on Total Quality Management (TQM). I wonder what is total quality? I thought it was continuous process that involves the whole organization and I was right. After Cik Yat explain each definition of total quality, I summarize total quality are everyone responsibilities on that organization for ensuring the success of the quality improvement efforts. It helps me remember about Management lessons that I learned from En. Syahrizan Zainan. Those lessons help me to understand more on this topic. When I learn about something, I really want to know about it objective so Cik Yat explain to us about TQM objectives’ are provide customer satisfaction, meet customer expectation and produce defect free or error free output. I also learn how much we trying to avoid defect but it will happen so we can keep trying to decrease the number of defect product that happen. Cik Yat tells us 7 integrated steps in TQM, the steps are determine improvement objective, determine method that suitable with objectives, provide education and training for staff about this method, implement those method because improvement can’t happen without any action, we also must evaluate effects of improvement whether meet objectives and standardize processes. If it happen like planning so it okay and can be proceed but if not take corrective action so improvement can happen as planning.

         Plus, I also learn to summarize that important features of TQM are objective as satisfaction, zero defect and right from first time also it focus on process, organization culture, customer and suppliers. Strategy of TQM based on continuous improvement, strategic actions and systematic problem solving also implementor consist all workers on organization. We continue learn about 7 principle of TQM in public sector are top management support, strategic quality planning, customer focus, training and recognition, teamwork, performance measurement and quality assurance. There are several similarities and difference between TQM in public and private sector that I learned. The similarities between TQM in both sectors are they emphasize on 7 TQM principles, focus on 4 features of TQM and practice 7 integrated steps that involved in process to continue improvement TQM. Meanwhile, the different between TQM in both sectors are customer focus, performance measurement, customization, process focus and cost of quality. I conclude that towards customer focus, private sector more concern about customer satisfaction because they profit oriented meanwhile public sector concern about customer because they want to create a good reputation for government. 

               In performance measurement, private sector is easy to quantify as the product are tangible example good while performance in the public sector is difficult to quantify as the product are intangible example service. In customization, private sector had lower degree of customization for manufacturing the goal is uniformed while public sector required high degree of customization because employee that provides services deal with customer to satisfy them. In process focus, private sectors focus on the process to produce a quality product while public sector focuses from the beginning until the end of the process as the service to the customer. In cost of quality, private sector is primarily product oriented such as warranty while public sector more generally labour dependent such as customer service and complaint handing staff. Cik Yat also told about requirement for implementing TQM in the public sector were commitment by top management, commitment by middle management, establishment of organization steering committee also planning and publicizing. I learned that top management or higher level manager in organization should give full commitment a third to half of their time used for total quality efforts and middle management are important role in organization that carry the brunt of work should be clear view about quality perspective by top manager. It means all worker in organization must sharing burden and responsible together to improve quality in public sector. 

               Plus, public sector must establish of organization wide steering committee that person heading the organization such as Director and its membership should comprise that person’s direct subordinate such as all vice director. This group need to establish how TQ is to be implemented and develop a vision statement also guiding principles, set the goals and objectives. I also learn from Cik Yat that several TQM implementation approaches to be avoided are we should not train all our employees at once at the same time because it not effective and efficiency also we should not rush in TQ by putting too many people in teams it only increase our expenses. In order to implement TQ, we should not delegate TQ implementation because it can lead to failure in implementing TQM also due to no active commitment by all personnel. Last but not least, I learned that start TQ implementation before top managers and subordinates are prepare. It means we should not educate lower lever manager and top manager can delay those training about TQ because TQ can’t be implementing if all worker in organization don’t acknowledge about it. In my opinion, we should balancing worker that been educate with training for TQ from higher manager to lower manager. So, the result of implement TQ in organization can be succeed as planning in earlier. Quality only can be reach if everyone in organization give fully cooperation toward all task that be given also follow rules and guidelines that been establish by company.