Combining ISO 9001 QMS and PZB Model to Reach Customer Satisfaction for School's Extension Education Organization -- An Integrated Approach and Empirical Study in Taiwan

Abstract

Due to the intensive competition, the competence of an enterprise has focused on knowing customers, satisfying customers and continuous improvement. Under such an emerging paradigm, to establish an effective and efficient quality system becomes a main issue for enterprises. The ISO 9001 Quality Management System (QMS), appeared in its 4th 2008-revisions, has become much more clearly emphasizing on implementing customer satisfaction for both manufacturing and service industries. Almost at the same period, among the previous researches of the service industries since 1985, PZB (Parasuraman, Zeithaml & Berry) Model was cited frequently as a tool to analyze and enhance customer satisfaction. This model suggested a quality improvement way through minimizing five kinds of gaps among customers’ expectations, service providers’ designs, service delivery, and customers’ perceptions after being served. The aim of this research tried to integrate the designed structure of ISO 9001 QMS and the analysis flow of PZB Model, and then to conduct an empirical case study. Under the common goal and designed philosophy of applying customer requirement as an input and customer satisfaction as an output, we “build-in“ the requirements of ISO 9001 QMS into the five gaps of the PZB Model. For the above suggested model, the Extension Education Training Center of Taiwan’s Chienkuo Technology University (CTU-EETC) was invited as an empirical verification case. During the establishment of a management system, the ISO and PZB combined model was introduced for CTU-EETC’s customer satisfaction purpose. After analyzing those CS problems (Gaps) arising from both complex tasks to obey internal (in-school) administrative regulations and to meet many kinds of external training needs. A management system was established based on ISO 9001 QMS. 25 new Department Procedures were developed to guide the CTU-EETC’s daily tasks. From these ISO documents, which were designed in accordance with TQM philosophy, CTU-EETC staff can wholly handle every control points and critical jobs for both internal and external tasks. From the help of such an ISO management system, not only the efficiency improved, the higher trainee satisfaction was also reached.