THE APPLICATION OF THE QFD MATRIX TO IMPROVE THE CULTURAL AND SERVICE NEEDS OF ARABIC INTERNATIONAL STUDENTS IN AUSTRALIAN UNIVERSITIES

Year: 2017

Author: Mohsin, Ahmed, Trimmer, Karen

Type of paper: Abstract refereed

Abstract:
Quality may have become one of the most important factor for the survival of educational institutions. In general, higher educational institutions (HEIs) are perceived to offer high education services quality. In particular, Australian universities are among those to which students flock, because they provide a high quality of education, and services that fulfil the needs and expectations of students as important customers by enabling them to achieve customer satisfaction. The major focus of this research is about Arabic international students (AIS), who are undertaking study in Australia. Those students are shifting from a teacher-centred environment to learning independently and also experiencing completely different culture and language in their daily living. The aim of this research is to investigate the importance of Quality Function Deployment (QFD) in order to design and improve the quality of the cultural and see of Arabic students. This research will use QFD as a tool for quality improvement in the cultural and service needs of AIS studying in Australian universities. To generate the technical requirements for use of QFD, focus groups and a questionnaire will be used to identify students' requirements, followed by in-depth interviews with staff who have direct contact with international students. Application of the developed QFD matrix will indicate the higher relative weights of the technical priorities. For an organisation, these weights need higher concentration to improve quality and satisfy student requirements. The expected results of this research will help universities to manage the improvement of the social and academic experiences of international students, and plan management decision-making processes to deliver high quality services.

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