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Education management:


Faculty of Business and Accountancy, University of Malaya. Kuala Lumpur, Malaysia. Introduction ... Total quality management (TQM) has been adopted as a ... – PowerPoint PPT presentation

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Title: Education management:

  • Education management
  • Perception of TQM and Its Effect on
    Attractiveness of Place of Study
  • Feng Jie
  • University of Malaya Graduate School of Business
  • Kuala Lumpur.  Malaysia
  • Aida Idris
  • Faculty of Business and Accountancy, University
    of Malaya
  • Kuala Lumpur, Malaysia

Presentation Outline
  • Introduction
  • Significance of the Study
  • Research Methodology
  • Theoretical Framework Items measurement
  • Research Findings
  • Conclusion

  • Total quality management (TQM) has been adopted
    as a management paradigm by many organizations
  • In the last decade, TQM was introduced in the
    service industry
  • Quality management models practiced by the
    business world have also been adapted and applied
    to the education sector

  • This paper regards students as consumers
    purchasing the services provided by the industry
  • Two important principles of TQM have been
    analyzed in this research
  • Customer need focus
  • Customers perception of quality of service
  • Objective To investigate the performance of
    Malaysian educational institutions in relation to
    quality management philosophy

Significance of the Study
  • Provide general info. in relation to perception
    of TQM from students point of view
  • Enable educational institutions to evaluate their
    performance formulate the strategies for better

Research Methodology
  • Primary data
  • Self-administered questionnaire
  • 150 post-graduate students
  • Three universities, UM, UIA, UPM
  • Secondary sources
  • - Local and international journals

Theoretical Framework Items measurement
Student Needs Focus
H1 The higher the focus on students needs, the
more attractive the place of study
Attractiveness of Place of Study
Quality of Service
H2 The better the quality of service, the more
attractive the place of study
Items measurement are developed based on the
works of Kwan (1996) and Lagrosen (1997), as
well as separate interviews with a group of
students and academicians.
Research Findings
  • Response Rate Total 150 questionnaires
    distributed120 received (response rate of 80)
  • In the end, 115 usable responses
  • Cronbachs Alpha Coefficient
  • Quality of service has the alpha value of 0.9254
  • Customer needs focus has the alpha value of
  • Mean scores of each statement were analysed to
    compare the
  • perception of different groups of
  • A low mean score implies a more positive
  • A higher score means a less positive perception

Research Findings- Demographic Characteristic of
Respondents - Gender
Research Findings- Demographic Characteristic of
Respondents - Age
Research Findings- Demographic Characteristic of
Respondents - marital
Research Findings- Demographic Characteristic of
Respondents - Nationality
Research Findings - Demographic Characteristic of
Respondents - Occupation
Research Findings - Demographic Characteristic
of Respondents - income
Research Findings- Effect of Demographic
  • Gender and nationality have a significant effect
    on quality of service
  • Gender female respondents (mean108.78) appear
    to be more satisfied than males (118.65) with the
    quality of services provided by the institutions,
    at plt0.05
  • Nationality local students (110.90) are more
    satisfied than foreigners (118.0), also at plt0.05

Research Findings - Quality of Service
  • In general, UM offers the best quality of
    services compared to the other four institutions
  • UM scores the lowest mean ( ) for all ten
    statements - respondents are most satisfied with
    UM in all constructs of quality used in the study
  • The second best scorer is UPM ( ), which also
    performs consistently across all ten statements
  • UMs main strengths
  • S1 (mean 1.6870) - has a reputation for quality
    of knowledge culture
  • S3 (mean 1.7739) - offers qualifications that
    will be recognized by employers
  • UMs major weakness
  • S8 (mean 1.9043) the effective communication
    with all stakeholders
  • Interestingly this also appears to be the
    greatest weakness of all five universities
    involved in the study.

Research Findings - Student Needs Focus
  • Respondents generally agree that UM is the best
    scorer (mean ?) in all ten statements measuring
    the said variable, followed by UPM
  • ( )
  • UMs primary strengths (Highest agreement)
  • S1(mean 1.921) - open new career opportunities
    for students
  • S2(mean1.826) - improves personal development
    educational experiences
  • UMs major weaknesses (Lowest agreement)
  • S7(mean 2.6783) - offers flexible entry
    throughout year
  • S9(means 2.6348) - offers scholarship for needy
  • Again these are both the greatest weaknesses
    observed in all
  • five institutions.

Research Findings - Ranking the Attractiveness
of Place of Study
Mean Score of Students TQM Perception on the
General Ranking
1. UM 1.5739
2. UPM 2.1304
3. USM 2.2000
4. UTM 2.4087
5. UIA 2.5391
Research Findings- Relationship between Quality
of Service/ Student Needs Focus and Ranking
  • Pearson Correlation test
  • There is a significant relationship between
    quality of service and attractiveness of place of
    study (R0.324, p0.000). H1 is supported
  • The relationship between student needs focus and
    ranking is also found to be significant (R0.414,
    p0.000). H2 is also supported
  • The positive sign in both tests affirm that a
    universitys rank tends to improve with better
    services and focus on its students needs.

Conclusion - Findings
  • Results show that there is a positive
    relationship between the quality of service
    /student need focus and attractiveness of place
    of study
  • The study provides empirical evidence that can
    help institutions to better understand the need
    of TQM and how TQM can improve institutional
  • The findings show that students place a high
    importance on an institutions quality
  • Thus more effort should be taken to enhance the
    practice of TQM in every component of the
    institution, and embed it as an organizational

Conclusion - Implications
  • The difference in perception among students shows
    that there is room for further improvement in TQM
    implementation at Malaysian universities
  • The areas which deserve greater attention are
    communication with stakeholders, financial aid
    for students, and flexibility in entrance
  • Customer participation is important as it
    provides measures of the actual performance,
    which completes the feedback loop in the
    strategic management process

Thank You
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