South Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study on the Relationship between the Voice of Customer with the Cost of Quality in Processes of Professional Higher Education Institutions


Affiliations
1 K J Somaiya Institute of Management Studies and Research (KJSIMSR), Vidyavihar (E), Mumbai 400077, India
     

   Subscribe/Renew Journal


Voice of Customer (VoC) is derived from the words used by a customer to describe their expectations. Generally, customer expectations are vague and generic in nature. Quality Function Deployment (QFD) is a widely used technique for translating the voice (need) of the customer into product specifications and the production process. The estimate to the cost of quality leads to identification of improvement areas. Reduction in the cost of quality has direct bearing on the profitability of the academic process. This study delves into finding the relationship between the VoC and the corresponding Costs of Quality (CoQ) in the Operations of an academic institution. Most of the literature focuses on Total Quality Management (TQM) and the CoQ. However there is research gap in terms of the relationship between VoC and CoQ in the processes of professional higher education. Propositions for further study in this regard have been made.

Keywords

Cost of Quality (CoQ), Professional Higher Education, Quality Function Deployment (QFD), Total Quality Management (TQM), Voice of Customer (VoC).
User
Subscription Login to verify subscription
Notifications
Font Size

  • Adam, E. E., Corbett, L. M., Flores, B. E., Harrison, N. J., Lee, T. S., Rho, B. H., ... & Westbrook, R. (1997). An international study of quality improvement approach and firm performance. International Journal of Operations & Production Management, 17(9), 842-873.

  • Anantha Raj A., & Arokiasamy. (2012). Service Quality in Higher Education: A Concept Paper, International Journal of Information, Business and Management, 4(2), 134-150.

  • Berry, L. L., & Parasuraman, A. (1992). Prescriptions for a service quality revolution in America. Organizational Dynamics, 20(4), 5-15.

  • Bland, F. M., Maynard, J., & Herbert, D. W. (1998). Quality costing of an administrative process. The TQM Magazine, 10(5), 367-377.

  • Cheah, S. J., Shah, A., Shahbudin, M., Fauziah, & Taib, M. (2011). Tracking hidden quality costs in a manufacturing company: An action research. International Journal of Quality & Reliability Management, 28(4), 405-425.

  • Chopra, A., & Garg, D. (2012). Introducing models for implementing cost of quality system. The TQM Journal, 24(6), 498-504.

  • Crosby, P.B. (1979). Quality is free. New York, NY: McGraw-Hill.

  • Daunorienë, A. (2011). Measuring Costs Of Quality In Higher Education. Economics and Management, 16, 717-722.

  • Daunorienë, A., & Þekevièienë, A. (2012). Quality Costs Identification Of Higher EducationTeaching Process. Economics And Management, 17(3), 1185-1192.

  • Dolinsky, A. L. (1994). A Consumer Complaint Framework with Resulting Strategies An Application to Higher Education. Journal of Services Marketing, 8(3), 27-39. http://dx.doi.org/10.1108/08876049410065598

  • Gandhi, M. M. (2014). Total Quality Management in Higher Education In India. International Journal of Organizational Behaviour & Management Perspectives, 3(4), 1200-1211.

  • Giakatis, G., Enkawa, T., & Washitani, K. (2001). Hidden quality costs and the distinction between quality cost and quality loss. Total Quality Management, 12(2), 179-190.

  • Giakatis, G., & Rooney, E. M. (2000). The use of quality costing to trigger process improvement in an automotive company. Total Quality Management, 11(2), 155-170.

  • Gouws, D. G., & Wolmarans, H. P. (2002). Quality cost in tertiary education: Making internal failure cost visible. Meditari Accountancy Research, 10, 87-108.

  • Green, T. J. (2007). Quality costs in education. The TQM Magazine, 19(4), 308-314. http://dx.doi.org/10.1108/09544780710756214

  • Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12(1), 1-27.

  • Harrington, H.J. (1987). Poor-quality Cost, Marcel Dekker, ASQC Quality Press, New York, NY.

  • Hasan, H. F. A., Ilias, A., Rahman, R. A., & Razak, M. Z. A. (2008). Service Quality and student satisfaction: A case study at private higher education institutions, International Business Research, 1(3), 163-175.

  • Hill, F. M. (1995). Managing service quality in higher education: the role of the student as primary consumer. Quality Assurance in Education, 3(3), 10-21.

  • Hwarng, H. B., & Teo, C. (2001). Translating customers’ voices into operations requirements: A QFD application in higher education. International Journal of Quality & Reliability Management, 18(2), 195-226. http://dx.doi.org/10.1108/02656710110379075

  • Jain, R., Sinha, G., & Sahney S. (2011). Conceptualizing service quality in higher education. Asian Journal on Quality, 12(3), 296-314.

  • Jaju, S. B., Mohanty, R. P., & Lakhe, R. R. (2009). Towards managing quality cost: A case study. Total Quality Management, 20(10), 1075-1094.

  • Jarlier, A., & Charvet-Protat, S. (2000). Can improving quality decrease hospital cost? International Journal for Quality in Healthcare, 12(2), 125-131.

  • Johnson, M. A. (1995). The development of measures of the cost of quality for an engineering unit. International Journal of Quality & Reliability Management, 12(2). 86-100.

  • Krishnan, S. K. (2006). Increasing the visibility of hidden failure costs. Measuring Business Excellence, 10(4), 77-101.

  • Lam, K., & Zhao, X. (1998). An application of quality function deployment to improve the quality of teaching. International Journal of Quality & Reliability Management, 15(4), 389-413.

  • LeBlanc, G., & Nguyen, N. (1999). Listening to the customer’s voice: examining perceived service value among business college students. International Journal of Educational Management, 13(4), 187-198.

  • Lee HoonTye, Hasliza, Abdul, Halim., & Ramayah, T. (2011). An exploratory study on cost of quality implementation in Malaysia: The case of Penang manufacturing RMS. Total Quality Management, 22(12), 1299-1315. http:// dx.doi.org/10.1080/14783363.2011.625191

  • Mergen, E., Grant, D., & Widrick, S. M. (2000). Quality management applied to higher education. Total Quality Management Volume, 11(3), 345-352. DOI:10.1080/09544120120098609

  • Mukherjee, S. P. (1995). Quality Assurance in an Education System. Total Quality Management, 6(5&6), 571-578.

  • Mukhopadhyay, A. R. (2004). Estimation of Cost of Quality in an Indian Textile Industry for Reducing Cost of Non-conformance. Total Quality Management & Business Excellence,15(2), 229-234. DOI:10.1080/1478336032000149054

  • Nandakumar P., Datar S. M., & Akella R. (1993). Models for Measuring and Accounting for Cost of Conformance Quality. Management Science, 39(1), 1-16.

  • Omachonu, V. K., Suthummanon, S., & Einspruch, N. G. (2004). The relationship between quality and quality cost for a manufacturing company. International Journal of Quality & Reliability Management, 21(3), 277-290. http://dx.doi.org/10.1108/02656710410522720

  • Omurgonulsen, M. (2005). A research on the measurement of quality costs in the Turkish food manufacturing industry. Total Quality Management, 20(5), 547-562. DOI: 10.1080/14783360902863739

  • Paliulis, N. K., & Labanauskis, R. (2015). Benchmarking as an Instrument for Improvement of Quality Management in Higher Education. Business, Management and Education, 13(1), 140-157. http:// 10.3846/bme.2015.220

  • Phillips, L. W. (1996). An Evaluation of the Relationship between Customer Service Activities and Student Retention in Higher Education, (UMI Microform 9704748).

  • Prickett, T. W., & Rapley, C. W. (2001). Quality costing: A study of manufacturing organizations. Part 2: Main survey. Total Quality Management, 12(2), 211-222.

  • Rodchua, S. (2006). Factors, measures, and problems of quality costs program implementation in the manufacturing environment. Journal of Industrial Technology, 22(4), 1-6.

  • Sayeda, B., Rajendran, C., & Lokachari, P. S. (2010). An empirical study of total quality management in engineering educational institutions of India. Benchmarking: An International Journal, 17(5), 728-767. http://dx.doi.org/10.1108/14635771011076461

  • Schiffauerova, A., & Thomson, V. (2006). A review of research on cost of quality models and best practices. International Journal of Quality & Reliability Management, 23(6), 647-669. http://dx.doi.org/10.1108/02656710610672470

  • Stalk, G. (1990). Competing against time. New York, NY: Free Press.

  • Stelian, B. (2010). A General Approach of Quality Cost Management Suitable for Effective Implementation in Software Systems. Informatica Economicã, 14(4), 97-113.

  • Sunder, V. M. (2016). Constructs of quality in higher education services. International Journal of Productivity and Performance Management, 65(8), 1091-1111.

  • Tan, K. C., & Kek, S. W. (2004). Service quality in higher education using an enhanced SERVQUAL approach. Quality in higher education, 10(1), 17-24.

  • Tomar, D. S. (2014). A comparative study of service quality perception between public and private sector in the Indian higher education system. Pezzottaite Journals, 3(4), 1304-312.

  • Tulsi, P. K. (2001). Total quality in higher education: Reforms and innovations in higher education. New Delhi, India: Association of Indian Universities (AIU).

  • Yallaprgada, V. R. N. P., & Vitukuru, S. (2012). Private higher education institutions and e-governance. Journal of E-Governance, 35, 205-207.


Abstract Views: 262

PDF Views: 0




  • A Study on the Relationship between the Voice of Customer with the Cost of Quality in Processes of Professional Higher Education Institutions

Abstract Views: 262  |  PDF Views: 0

Authors

Rahul Mulay
K J Somaiya Institute of Management Studies and Research (KJSIMSR), Vidyavihar (E), Mumbai 400077, India
Vandana Tandon Khanna
K J Somaiya Institute of Management Studies and Research (KJSIMSR), Vidyavihar (E), Mumbai 400077, India

Abstract


Voice of Customer (VoC) is derived from the words used by a customer to describe their expectations. Generally, customer expectations are vague and generic in nature. Quality Function Deployment (QFD) is a widely used technique for translating the voice (need) of the customer into product specifications and the production process. The estimate to the cost of quality leads to identification of improvement areas. Reduction in the cost of quality has direct bearing on the profitability of the academic process. This study delves into finding the relationship between the VoC and the corresponding Costs of Quality (CoQ) in the Operations of an academic institution. Most of the literature focuses on Total Quality Management (TQM) and the CoQ. However there is research gap in terms of the relationship between VoC and CoQ in the processes of professional higher education. Propositions for further study in this regard have been made.

Keywords


Cost of Quality (CoQ), Professional Higher Education, Quality Function Deployment (QFD), Total Quality Management (TQM), Voice of Customer (VoC).

References