1. 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

2. Defining The Dimension Quality

3. 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?

4. 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?
Aesthetics
The 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.

5. Measuring Service Quality

6. 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

7. • 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

8. Quality Control in Services

9. 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.

10. 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.

11. Basic Tools of Quality Control in
Services
• Cause-and-effect (fishbone/Ishikawa diagram)
• Histogram
• Pareto chart
• Check sheet
• Control chart
• Scatter diagram
• Flow chart

12. "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

13. ISO 9000 and Public Services

14. 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.

15. 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.

16. 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

17. THE ISO 9000 CONCEPT
QUALITY ASSURANCECUSTOMER
QUALITY SYSTEM
OUTPUTPROCESSINPUT
DOCUMENTATION
Need For Quality
Organization
Based on ISO 9000 series
Control Control Verify
•Quality Manual
•Procedure
•Work Instructions
•Responsibilities
•Authorities

18. Structure of ISO 9000 Series
Types Standard Details
Guidelines
ISO 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

19. 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

20. 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

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

22. Quality Awards
• Quality represents the extent to
which a goods or services meets
or exceed the expectation
What is mean
by quality?
• 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.
What is mean
by quality
awards?

23. 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.

24. 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)

25. 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.

26. 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.

27. 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