Education management:

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• 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

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Presentation Outline

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

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Introduction

• Total quality management (TQM) has been adopted
  as a management paradigm by many organizations
  worldwide
• 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

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Introduction

• 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

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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
  performance

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Research Methodology

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

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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.
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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
  0.9525
• Mean scores of each statement were analysed to
  compare the
• perception of different groups of
  respondents
• A low mean score implies a more positive
  perception
• A higher score means a less positive perception

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Research Findings- Demographic Characteristic of
Respondents - Gender
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Research Findings- Demographic Characteristic of
Respondents - Age
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Research Findings- Demographic Characteristic of
Respondents - marital
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Research Findings- Demographic Characteristic of
Respondents - Nationality
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Research Findings - Demographic Characteristic of
Respondents - Occupation
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Research Findings - Demographic Characteristic
of Respondents - income
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Research Findings- Effect of Demographic
Factors

• 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

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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.

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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
  students
• Again these are both the greatest weaknesses
  observed in all
• five institutions.
•  

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Research Findings - Ranking the Attractiveness
of Place of Study
Mean Score of Students TQM Perception on the
General Ranking
RANK OF ATTRACTIVENESS Mean
1. UM 1.5739
2. UPM 2.1304
3. USM 2.2000
4. UTM 2.4087
5. UIA 2.5391
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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.

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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
  performance
• The findings show that students place a high
  importance on an institutions quality
  management.
• Thus more effort should be taken to enhance the
  practice of TQM in every component of the
  institution, and embed it as an organizational
  culture

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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
  requirements
• Customer participation is important as it
  provides measures of the actual performance,
  which completes the feedback loop in the
  strategic management process

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Thank You