Quality Function Deployment for Service Development of Selected Private Colleges / Universities

Ma. Teodora  E. Gutierrez,

Quality Function Deployment for Service Development of Selected Private Colleges / Universities

Discipline: Education

Abstract:

The study aimed to identify the preferences of the parents and the senior high school students in the selection of private colleges and universities. On the basis of these preferences, House of Quality (HOQ) was applied to capture the whole picture of the organization relative to the needs of its customers and its strengths and weakness to its competitor.

Sixty (60) senior high school students have been asked to accomplish a 21-item survey questionnaire about their requirements in choosing a college/university. The results of a customer-oriented evaluation of a college/university using Quality Function Deployment tool is a prioritize list of six elements as criteria namely Curriculum, Quality of Instruction, Security and Safety, Achievement of School, Technological Advancement, Cost of Education. Considering these criteria, a customer satisfaction survey was developed. Thirty-four (34) randomly selected senior college students of the Technological Institute of the Philippines- Manila and two focus groups from university/college X and Y were then asked to fill out the customer satisfaction survey. The data obtained were then transferred to one of the tools in Quality Function Deployment that is the House of Quality. This resulted in competitive-assessment of the institution.

The House of Quality revealed that the percentage passer in board examination is the most critical factor in translating the desirable criteria of the respondents in choosing a university/college. It was followed by the faculty qualification tied with the achievement of the students. Third critical factor is upgraded instructional facilities. On the other hand, Competitive Advantage of the Institution was also revealed where the cost of education is its current strength. In the end, recommendations were made for service development of the institution relative to the needs of its incoming customers and current customers.