Meeting the Cultural and Service Needs of Arabic International Students by Using QFD

Reference work entry
Part of the University Development and Administration book series (UDAA)

Abstract

Quality has become an important factor in global competition for many reasons. Intensive global competition and the demand for better quality by customers has led organizations to realize the benefits of providing quality products and services in order to successfully compete and survive. Higher education institutions are one example of these organisations. Higher education institutions work in an intensive competitive environment worldwide driven by increasing demands for learning by local and international students. As a result, the managers of these sectors have realized that improving the quality of services is important for achieving customer satisfaction which can help survival in an internationally competitive market. To do this, it is necessary for organizations to know their customers and identify their requirements. To this end, many higher education institutions have adopted principles of total quality management (TQM) to improve their education quality which leads to better performance through involvement of every department to achieve excellence in business. This chapter considers the importance of measuring quality in order to assist universities to proactively manage the design and improvement of the social and academic experiences of postgraduate international students, and plan management decision-making processes to deliver high-quality services in a globalized business of provision of higher education. Higher education institutions must operate effectively and efficiently and be able to deliver quality programs, by seeking to better understand the needs of their customers to be competitive in this market space.

Keywords

Arabic international students International students Quality Quality function deployment Total quality management House of quality Customer satisfaction Cultural needs Service needs Social and academic experiences 

References

  1. Aghlmand, S., A. Lameei, and Small, R. 2010. A hands-on experience of the voice of customer analysis in maternity care from Iran. International Journal of Health Care Quality Assurance 23 (2): 153–170.CrossRefGoogle Scholar
  2. Ahmed, S. 2006. QFD application to improve management education at KIMEP. Issues in Information Systems 7 (1): 193–198.Google Scholar
  3. Akao, Y. 1990. Quality Function Deployment. Cambridge, MA: Productivity Press.Google Scholar
  4. Akao, Y., and Mazur, G. H. 2003. The leading edge in QFD: Past, present and future. International Journal of Quality & Reliability Management 20 (1): 20–35.CrossRefGoogle Scholar
  5. Al-Mansouri, B. 2014. An investigation of the social and academic experiences of Arabic international students in Australian tertiary education. (Doctor of Philosophy), University of Southern Queensland, Toowoomba, QLD. https://eprints.usq.edu.au/id/eprint/27861
  6. Alhazmi, A., and Nyland, B. 2010. Saudi international students in Australia and intercultural engagement: A study of transitioning from a gender segregated culture to a mixed gender environment. Paper presented at the 21st ISANA International Education Conference, Melbourne.Google Scholar
  7. Alshehri, M.Y. 2001. Medical curriculum in Saudi medical colleges: current and future perspectives. Annals of Saudi Medicine 21 (5/6): 320–323.CrossRefGoogle Scholar
  8. Aly, N., and Akpovi, J. 2001. Total quality management in California public higher education. Quality Assurance in Education 9 (3): 127–131.CrossRefGoogle Scholar
  9. An, Y. 2011. Application of quality function deployment to higher education. Paper presented at the 2011 International Conference on Management and Service Science (MASS), Wuhan, China.Google Scholar
  10. Andronikidis, A., Georgiou, A. C., Gotzamani, K., and Kamvysi, K. 2009. The application of quality function deployment in service quality management. The TQM Journal 21 (4): 319–333.CrossRefGoogle Scholar
  11. Ashforth, B. E., and Mael, F. 1989. Social identity theory and the organization. The Academy of Management Review 14 (1): 20–39.CrossRefGoogle Scholar
  12. Astin, A.W. 1985. Achieving educational excellence: A critical assessment of priorities and practices in higher education. San Francisco: Jossey-Bass.Google Scholar
  13. Astin, A.W. 1993. What matters in college? Four critical years revisited. San Francisco: Jossey-Bass.Google Scholar
  14. Astin, A.W., and Sax, L. J. 1988. How undergraduates are affected by service participation. Journal of College Student Development 39 (3): 251–263.Google Scholar
  15. Australian Bureau of Statistics. 2011. Australian social trends. http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/4102.0Main+Features20Dec+2011.
  16. Azmat, F.,  Osborne, A., Le Rossignol, K., Jogulu, U.,Rentschler, R., Robottom, I., and Malathy, V. 2013. Understanding aspirations and expectations of international students in Australian higher education. Asia Pacific Journal of Education 33 (1): 97–111.  https://doi.org/10.1080/02188791.2012.751897CrossRefGoogle Scholar
  17. Bailey, J.J., and Dangerfield, B.  2000. Applying the distinction between market-oriented and customer-oriented strategic perspectives to business school strategy. Journal of Education for Business 75 (3): 183–187.CrossRefGoogle Scholar
  18. Bone, E., and Reid, R. 2013. First course at university: Assessing the impact of student age, nationality and learning style. The International Journal of the First Year in Higher Education 4 (1): 95–107.Google Scholar
  19. Bouchereau, V., and Rowlands, H. 2000. Methods and techniques to help quality function deployment (QFD). Benchmarking: An International Journal 7 (1): 8–20.CrossRefGoogle Scholar
  20. Burke, E., and Wyatt-Smith, C. 1996. Academic and non-academic difficulties: Perceptions of graduate non-English speaking background students. The International Journal of the First Year in Higher Education 4 (1): 95–107.Google Scholar
  21. Chan, L.-K., and Wu, M. L. 2002. Quality function deployment: A comprehensive review of its concepts and methods. Quality Engineering 15 (1): 23–35.CrossRefGoogle Scholar
  22. Chan, L.-K., and Wu, M. L. 2005. A systematic approach to quality function deployment with a full illustrative example. Omega 33 (2): 119–139.CrossRefGoogle Scholar
  23. Chien, T.-K., and Su, C-T. 2003. Using the QFD concept to resolve customer satisfaction strategy decisions. International Journal of Quality & Reliability Management 20 (3): 345–359.CrossRefGoogle Scholar
  24. Chin, K.-S., Pun, K-F., Leung, W., and Lau, H. 2001. A quality function deployment approach for improving technical library and information services: A case study. Library Management 22 (4/5): 195–204.CrossRefGoogle Scholar
  25. Cohen, L. 1995. Quality function deployment: How to make QFD work for you. Reading, MA: Addison-Wesley.Google Scholar
  26. Crichton, J., Paige,  M., Papademetre, L.,  and Scarino, A. 2004. Integrated resources for intercultural teaching and learning in the context of internationalisation in higher education.Melina W.,: Research Centre for Languages and Cultures Education, University of South Australia.Google Scholar
  27. Cuthbert, P.F. 1996. Managing service quality in HE: Is SERVQUAL the answer? Part 1. Managing Service Quality 6 (2): 11–16.CrossRefGoogle Scholar
  28. Eagle, L., and Brennan, R. 2007. Are students customers? TQM and marketing perspectives. Quality Assurance in Education 15 (1): 44–60.CrossRefGoogle Scholar
  29. Early, J.F., and Coletti, O. J. 1999. The quality planning process. In Juran's quality handbook, ed. Juran, J. M., Godfrey, A. Blanton, Hoogstoel, R. E. and Schilling, 5th ed., 3.1–3.50. New York: McGraw-Hill.Google Scholar
  30. Eftekhar, F., Mansouri, S., and Heidarnia, S. 2012. The application of quality management in e-learning, by QFD technique and based on customers’ needs (A case study in an Iranian University). Paper presented at the 6th National and 3rd International Conference of E-Learningand E-Teaching (ICELET 2012),Tehran, Iran.Google Scholar
  31. Finney, T.G., and Finney, R. Z.  2010. Are students their universities’ customers? An exploratory study. Education & Training 52 (4): 276–291.CrossRefGoogle Scholar
  32. Foster, S.T. 2010. Managing quality: Integrating the supply chain. 4th ed. Upper Saddle River, NJ: Pearson Prentice Hall.Google Scholar
  33. Foster, S.T., and Ganguly, K. K. 2007. Managing quality: Integrating the supply chain. Upper Saddle River, NJ: Pearson Prentice Hall.Google Scholar
  34. Fuchs, E. 1999. Customer service. In Juran’s quality handbook, ed. Juran J. M., Godfrey, A. Blanton, Hoogstoel, R. E. and Schilling, 5th ed., 25.21–25.28. New York: McGraw-Hill.Google Scholar
  35. Garibay, C., Gutiérrez, H., and Figueroa, A. 2010. Evaluation of a digital library by means of quality function deployment (QFD) and the Kano model.The Journal of Academic Librarianship, 36 (2): 125-132.CrossRefGoogle Scholar
  36. Goetsch, D., and Davis, S. 2010. Quality management for organizational excellence: Introduction to total quality. 6th ed. Hoboken, NJ: Pearson.Google Scholar
  37. Gonzalez, M. E., Quesada, G., Mueller, J., and Mueller, R. D. 2011. International business curriculum design: Identifying the voice of the customer using QFD. Journal of International Education in Business 4 (1): 6–29.CrossRefGoogle Scholar
  38. Griffin, A. 1992. Evaluating QFD’s use in US firms as a process for developing products. Journal of Product Innovation Management 9 (3): 171–187.CrossRefGoogle Scholar
  39. Gupta, R., Gupta, S., and Nagi, K. 2012. Analysis & designing an engineering course using QFD. International Journal of Modern Engineering Research (IJMER) 2 (3): 896–901.Google Scholar
  40. Hamza, R.M.A. 2011. Enhancing quality of vocational training outcome to satisfy the labor market demands in Kuwait by using quality function deployment method (QFD). Journal of Industrial Engineering and Management 4 (2): 387–402.CrossRefGoogle Scholar
  41. Harmon, G. 2015. Australia as an higher education exporter. International Higher Education 42: 14–16.Google Scholar
  42. Hayes, J. 2002. The theory and practice of change management. New York: Palgrave.Google Scholar
  43. Heyn, M. E. 2013. Experiences of male Saudi Arabian international students in the United States (Doctor of Philosophy). Western Michigan University, Kalamazoo, Michigan.Google Scholar
  44. Hines, E.R. 1984. Delivery systems and the institutional context. In Developmental academic advising, ed. Winston, R. B., Miller, J. T. K., Ender, S. C., and Grites, T. J., and Associates 317–346. San Francisco: Jossey-Bass.Google Scholar
  45. Hongen, L., and Xianwei, Z. 1996. A systematic planning approach to implementing total quality management through quality function deployment technique. Computers & Industrial Engineering 31 (3): 747–751.CrossRefGoogle Scholar
  46. Huber, G. 1991. Organizational learning: The contributing processes and the literature. Organization Science 2 (10): 88–115.CrossRefGoogle Scholar
  47. Hwarng, H.B., and 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.CrossRefGoogle Scholar
  48. Inkelas, K. K., Rine, P. J., Swan, A., Jones, J., and Perry, N. 2011. Evidence-based scholarship of teaching & learning: A literature review and preliminary conceptual model. Paper presented at the Annual Meeting of the Association for the Study of Higher Education November 2011, Charlotte, NC.Google Scholar
  49. Islam, K.D., and Hasin, A. A. 2014. A qualitative transfer of the requirements of teachers into technical requirements: Use of house of quality (HOQ) matrix in quality function deployment (QFD). Merit Reserach Journal of Business and Management 2 (1): 7–12.Google Scholar
  50. Islam, W., and Borland, H. 2006. South Asian students’ adaptation experiences in an Australian postgraduate coursework environment. Paper presented at the 17th ISANA International Education Association Conference Proceedings, Sydney. Australia.Google Scholar
  51. Jamali, R., Aramoon, H., and Mansoori, H. 2010. Dynamic quality function deployment in higher education. Jordan journal of Medchanical and Industrial Engineering (JJMIE ) 4 (4): 191–199.Google Scholar
  52. Jiang, J.-C., Shiu, M-L.,  and Tu, M.-H. 2007. Quality function deployment (QFD) technology designed for contract manufacturing. The TQM Magazine 19 (4): 291–307.CrossRefGoogle Scholar
  53. Kalayci, N., Watty, K.,  and Hayirsever, F. 2012. Perceptions of quality in higher education: A comparative study of Turkish and Australian business academics. Quality in Higher Education 18 (2): 149–167.CrossRefGoogle Scholar
  54. Karanjekar, S.B., Lakhe, R. R.,  and Deshpande, V. S. 2013a. QFD applications in education: A literature review. International Journal of Basic and Advanced Research 2 (6): 124–132.Google Scholar
  55. Karanjekar, S. B., Lakhe, R. R., and Deshpande, V. S. 2013b. A QFD framework for translating customer requirements into key operational activities in technical education sector. Paper presented at the International Journal of Engineering Research and Technology.Google Scholar
  56. Kelly, L. J. 1996. Implementing Astin’s I-E-O model in the study of student retention: A multivariate time dependent approach. Paper presented at the 36th Annual of the Association for Institutional Research, Albuquerque, NM. http://eric.ed.gov/?id=ED397732.
  57. Mahapatra, S., and Khan, M. 2007. A framework for analysing quality in education settings. European Journal of Engineering Education 32 (2): 205–217.CrossRefGoogle Scholar
  58. Marshall, S.J. 1998. Professional development and quality in higher education institutions of the 21st century. Australian Journal of Education 42 (3): 321–334.CrossRefGoogle Scholar
  59. Mazur, G. H. 1993. QFD for service industries, from voice of customer to task deployment. Paper presented at the Proceedings of the Fifth Symposium on Quality Function Deployment, QFD Institute, Ann Arbor, Morehead.Google Scholar
  60. Mazur, G. H. 1996. Doubling sales with quality function deployment. Paper presented at the Proceedings of the 5th Annual Service Quality Conference,  Las Vegas.Google Scholar
  61. Motwani, J., Kumar, A., and Mohamed, Z. 1996. Implementing QFD for improving quality in education: An example. Journal of Professional Services Marketing 14 (2): 149–159.CrossRefGoogle Scholar
  62. Mukaddes, A. M. M., Bagum, N., Islam, M. A., Bashar, M., and Chakrabarty, V. 2010. Translating the Student’s voice into teaching techniques: A quality function deployment approach. Paper presented at the 2010 International Conference on Industrial Engineering and Operations Management, Dhaka, Bangladesh.Google Scholar
  63. Mukaddes, A.M.M., N. Bagum, N., Islam,  M. A., and Khan, M. M. A. 2012. The application of quality function deployment to improve the teaching techniques in higher education. International Journal Industrial and Systems Engineering 11 (1/2): 97–109.CrossRefGoogle Scholar
  64. Murgatroyd, S. J., and Morgan, C. 1993. Total quality management and the school. Buckingham: Open University Press.Google Scholar
  65. Padró, F. F., and Kek, Y. C. M. A. 2013. Student engagement and student satisfaction: Two measures arguing for independent review criteria of standards for student support services in national quality assurance schemes. Paper presented at the INQAAHE Bi-Annual Conference, Taipei, Taiwan.Google Scholar
  66. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. 1985. A conceptual model of service quality and its implications for future research. The Journal of Marketing 49 (4): 41–50.CrossRefGoogle Scholar
  67. Pascarella, E.T., and Terenzini, P. T. 2005. How college affects students: A third decade of research. Vol. 2. San Francisco: Jossey-Bass.Google Scholar
  68. Pascarella, E. T., Terenzini, P. T., and Feldman, K. A. 2005. How college affects students. Vol. 2. San Francisco, CA: Jossey-Bass.Google Scholar
  69. Pitman, G., Motwani, J., Kumar, A., and Hung Cheng, C. 1996. QFD application in an educational setting: A pilot field study. International Journal of Quality & Reliability Management 13 (4): 99–108.Google Scholar
  70. Prabhushankar, G., Shankar, B. L., and Veena, T. 2015. Curriculum redesign in higher education using QFD: A case study. Paper presented at the Proceedings of the International Conference on Transformations in Engineering Education,New Delhi.Google Scholar
  71. Qureshi, M.I., Khan, K., Bhatti, M. N., Khan, A., and Zaman, K. 2012. Quality function deployment in higher education institutes of Pakistan. Middle-East Journal of Scientific Research 12 (8): 1111–1118.Google Scholar
  72. Raharjo, H., Xie, M., Goh, T. N., and Brombacher, A. C.  2007. A methodology to improve higher education quality using the quality function deployment and analytic hierarchy process. Total Quality Management 18 (10): 1097–1115.CrossRefGoogle Scholar
  73. Ringer, A., Volkov, M., and Bridson, K. 2010. International students’ perceptions of the Australian tertiary learning environment. Paper presented at the Australian and New Zealand Marketing Academy Conference ANZMAC 2010, Christchurch, New Zealand.Google Scholar
  74. Robertson, M., Line, M., Jones, S., and Thomas, S. 2000. International students, learning environments and perceptions: A case study using the Delphi technique. Higher Education Research & Development 19 (1): 89–102.CrossRefGoogle Scholar
  75. Russel, R. S., and Taylor, B. W. 2003. Operations management. 4th ed. Upper Saddle River, NJ: Pearson Prentice-Hall.Google Scholar
  76. Sahney, S., Banwet, D., and Karunes. S. 2004a. A SERVQUAL and QFD approach to total quality education: A student perspective. International Journal of Productivity and Performance Management 53 (2): 143–166.CrossRefGoogle Scholar
  77. Sahney, S., Banwet, D., and Karunes, S. 2006. An integrated framework for quality in education: Application of quality function deployment, interpretive structural modelling and path analysis. Total Quality Management & Business Excellence 17 (2): 265–285.CrossRefGoogle Scholar
  78. Sahney, S., Banwet, D. K., and Karunes, S. 2004b. Conceptualizing total quality management in higher education. The TQM Magazine 16 (2): 145–159.CrossRefGoogle Scholar
  79. Scrabec, Q. 2000. Viewpoint: A quality education is not customer driven. Journal of Education for Business 75 (5): 298–300.CrossRefGoogle Scholar
  80. Shah, M., Nair, C. S., and Bennet, L. 2013. Factors influencing student choice to study at private higher education institutions. Quality Assurance in Education 21 (4): 402–416.CrossRefGoogle Scholar
  81. Shaw, D. L. 2009. Bridging differences: Saudi Arabian students reflect on their educational experiences and share success strategies.(Doctor of Philosophy). Oregon State University, Corvallis, OR.Google Scholar
  82. Shekhar, S., and Arora, A. 2012. Customer view analysis of organization and governance in Indian engineering education – A QFD approach. International Journal of Engineering and Innovative Technology (IJEIT) 2 (5): 141–150.Google Scholar
  83. Shen, X., Tan, K., and Xie, M. 2000. Benchmarking in QFD for quality improvement. Benchmarking: An International Journal 7 (4): 282–291.CrossRefGoogle Scholar
  84. Silverman, S.L., and Casazza, M. E. 2000. Learning & development: Making connections to enhance teaching. Higher and Adult Education Series. San Francisco: Jossey-Bass.Google Scholar
  85. Singal, R. 2012. Students perspective of TQM in professional education institutions in Hisar city. International Journal on Arts, Management and Humanities 1 (1): 45–57.Google Scholar
  86. Singh, V., Grover, S., and Kumar, A. 2008. Evaluation of quality in an educational institute: A quality function deployment approach. Educational Research and Review 3 (4): 162–168.Google Scholar
  87. Slethaug, G., and Manjula, J. 2012. The business of education: Improving international student experiences in Malaysia. World Journal of Social Sciences 2 (6): 179–199.Google Scholar
  88. Son, J.-B., and Park, S-S. 2014. Academic experiences of international PhD students in Australian higher education: From an EAP program to a PhD program. International Journal of Pedagogies and Learning 9 (1): 26–37.CrossRefGoogle Scholar
  89. Svensson, G., and Wood, G. 2007. Are university students really customers? When illusion may lead to delusion for all! International Journal of Educational Management 21 (1): 17–28.Google Scholar
  90. Tague, N.R. 2005. The quality toolbox. 2nd ed. Milwaukee, WI: ASQ Press.Google Scholar
  91. Tajfel, H., and Turner, J. C. 1979. In An integrative theory of intergroup conflict, ed. Austin, G., and Worchel, S., Monterey, CA: Brooks/Cole.Google Scholar
  92. Tajfel, H., and Turner, J. C. 1986. The social identity theory of intergroup behavior. Chicago, IL: Nelson-Hall.Google Scholar
  93. Talib, N., and Maguad, B. A. 2011. Academic management and implementation of the QFD approach. Paper presented at the ASBBS 18th Annual Conference, Las Vegas.Google Scholar
  94. Terkla, G. D., Roscoe, H. S., and Etish-Andrews, J. 2005. Voices from around the world: International undergraduate student experiences. Paper presented at the 5th Annual Association for Institutional Research Forum, San Diego, CA.Google Scholar
  95. Terraschke, A., and Wahid, R. 2011. The impact of EAP study on the academic experiences of international postgraduate students in Australia. Journal of English for Academic Purposes 10 (3): 173–182.CrossRefGoogle Scholar
  96. Tsinidou, M., Gerogiannis, V., and Fitsilis, P. 2010. Evaluation of the factors that determine quality in higher education: An empirical study. Quality Assurance in Education 18 (3): 227–244.CrossRefGoogle Scholar
  97. Vinayak, K., and Kodali, R. 2013. Benchmarking the quality function deployment models. Benchmarking: An International Journal 20 (6): 825–854.CrossRefGoogle Scholar
  98. Watjatrakul, B. 2014. Factors affecting students’ intentions to study at universities adopting the “student-as-customer” concept. International Journal of Educational Management 28 (6): 676–693.Google Scholar
  99. Yeh, T.-M., and Chen, S.-H. 2014. Integrating refined Kano model, quality function deployment, and grey relational analysis to improve service quality of nursing homes. Human Factors and Ergonomics in Manufacturing & Service Industries 24 (2): 172–191.  https://doi.org/10.1002/hfm.20358.CrossRefGoogle Scholar
  100. Zairi, M., and Youssef, M. A. 1995. Quality function deployment: A main pillar for successful total quality management and product development. International Journal of Quality & Reliability Management 12 (6): 9–23.CrossRefGoogle Scholar
  101. Zeine, R., C.A. Boglarsky, P. Blessinger, and Michel, L. 2014. External adaptability of higher education institutions: The use of diagnostic interventions to improve agility. Change Management: An International Journal 13 (4): 1–11.Google Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.Faculty of Business, Education, Law and ArtsUniversity of Southern QueenslandToowoombaAustralia
  2. 2.School of Linguistics, Adult and Specialist EducationUniversity of Southern QueenslandToowoombaAustralia

Personalised recommendations