Organisational excellence as a marketing tool: Greater Amman Municipality as a case study

Abstract

This study aims at providing a deeper understanding of current status of organisational excellence (OE) from executives' perspectives in Greater Amman Municipality (GAM). More specifically, the study investigates OE benefits, tools, challenges, and evaluation criteria from executives' perspectives in GAM. The study employs the qualitative case study design; semi-structured interview is conducted as data collection instrument. Seven executives from GAM were selected for interview based on the purposive sample. Thematic and textual analysis of each interview transcript has been employed. To build a holistic view of the case study, cross-interview analysis has been adopted to highlight the study themes. The study concludes that OE has not been implemented effectively in GAM, although there are planned methodologies for each implementation dimension. Moreover, the common challenge encountered by OE implementation is lack of top management support and low available resources. The study recommends that continuous evaluation of customer satisfaction can be pursued by GAM based on clear, measurable, and reliable criteria. The study provides important lessons in applying OE models for practitioners and policy makers in governmental organisations generally and GAMS particularly.