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
costumers 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 customers
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 customers 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 ones
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 customers 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 cars 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 dont 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 dont
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 dont 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 andLittle 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 summarizetotal 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 cant
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 persons
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 cant be implementing if all worker in organization dont
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.