BMG 531/03 - TMA 1 (QUALITY MANAGEMENT)

Name : Maizatul Nazwa Sahiman : January June12

Student ID : 031100165 Semester

Table of Contents
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Part A Question - 1.a)..............................................................3-4 Question 1.b).............................................................5-6 Question 2)................................................................7-9 Question 3)...............................................................9-11 Part B Question 1.a)..........................................................12-15 Question 1.b)..........................................................15-20 Question 2.a)..........................................................20-22 Question 2.b)..........................................................22-24 Question 3.a)..........................................................24-27 Question 3.b)..........................................................27-30 References 34

Part A Case Study Questions

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1. Your course materials mentioned that quality is in the eyes of the consumer. In relation to this, there were eight dimensions of quality as argued by Gavin (1987). Answer the following questions based on these eight dimensions of quality. a) Identify and justify the dimensions of quality available in this case study.
https://woulibrary.wou.edu.my/coursereserve/BMG531_Unit1Casestu dyTMA1.pdf

Arnold Palmer Hospital is focusing mainly into providing quality health care to their patients, getting feedback from patients in order to help the hospital in obtaining the customer's expectations which able to assist the hospital to improve their services. Hence, if customer expectations are not met then the hospital should be looking for alternative ways to improve their process/services. Obviously, a patient's assessment will able to assist the hospital to improve performance and achieve better results. Providing the staff with the information on areas that needed to be improved leads to a better patient satisfaction. Satisfying the patients and their family is essential for the hospital's success and growth where the hospital need to avoid negative wordof-mouth on customer service. Patients able to decide on their health care quality than anyone else, when quality service being provided with the detailed information on their health problems, the corresponding medical diagnosis and treatments, then they will be in a position to judge the health care he/she receives. Garvin (1987) proposes eight critical dimensions or categories of quality that can serve as a framework for strategic analysis. Dimension of quality that can identify from the article are as follows; Performance; refers to a product's primary operating characteristics. For this article, performance is based on the quality of service they receive where feedbacks received thru daily questionnaire results and also thru national bench mark comparison against other hospitals. Arnold Palmer Hospital consistently score in the top 10% in overall patient satisfaction proved that the quality given to the customer met their expectations. Features; the secondary aspects of performance, the "bells and whistles" of products and services which supplement their basic functioning. It is difficult to draw the line that separating it with primary performance. It involves objective and measurable attributes; objective
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individual needs, not prejudices, affect their translation into quality differences. Arnold Palmer Hospital is one of the largest hospitals for women and children in the United States, with 431 beds in two facilities totaling 676,000 square feet. Provides a broad range of medical services including neonatal and pediatric intensive care, pediatric oncology and cardiology, care for high-risk pregnancies, and maternal intensive care in Florida. Reliability; reflects the probability of a product malfunctioning or failing within a specified time period. Most common to measure the reliability are the mean time to first failure, between failures and the failure rate per unit time. These measures require a product to be in use for a specified period, as it more relevant to durable goods than to products or services that are consumed instantly. Arnold Palmer Hospital needs to create a culture that radically reducing the failure in system and able to respond faster when failures occur as it is the goal of high reliability. Reliability concept need to be used to make patient care better, used to achieve patient safety, quality and efficiency goals. This reflect from the hospital results on numbers of survival, the higher the better which gives confident, trust and great satisfaction to the patients. Conformance; producing a product that meet the specifications independent of the quality of design which it is custom made then it will be in high quality. Two most common measures of failures are defect rates in the factory and, once a product is in the hands of the customer and the incidence of service calls. It neglects other deviations from standard, misspelled labels or shoddy construction, which do not lead to service or repair. Arnold Palmer Hospital will respond faster with the patients feedbacks or if there is any issue arises and this showing the positive relationship between both parties. Responsiveness; encouraged the staff to be more alert with patient needs, willingness and readiness to perform services. Respond and resolve quickly the patients needs/complains. Medical staff must be more caring and courteous towards every patient, must respect patients and their family, polite and friendly and considerate. All patients needed the special feeling and valued, hence the hospital staff should be more empathic and understanding towards every patient. Arnold Palmer hospital needed accurate information on patients and family to revert back quickly if there any issue especially with the feedbacks given by them to the hospitals. Arnold Palmer Hospital has been using some quality tools; Pareto charts, flow charts and process charts as bench marking for quality, continuous
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improvement, just-in-time and employee empowerment. Hospital employees are given extensive orientation on quality, customers service and their role in continuous improvement. Freedom and authority are given to the staff and to respond faster to the requirements and needs of the patients thru culture of empowerment. Arnold Palmer Hospitals employees are allow to give gifts up to $200 to patients who have complains with the hospital services like food, courtesy, responsiveness or cleanliness.

1. b) What are the dimensions of quality not mentioned in this case study? What would you recommend in order to fulfill each of the missing dimensions? Arnold Palmer Hospital's primary goal is to provide quality health care to their patients. To achieve this goal they have to ensure that patients get the best customer service in their hospital. The following dimensions of quality not mentioned in the article but should be applied to all the aspects of the services and together with the recommendations; Durability; to measure of product life which has both economic and technical dimensions. It can be defined as the amount use to get from a product before it deteriorates. It may also be defined as the amount of use one gets from a product before it breaks down and replacement is preferable to continued repair. Durability is closely related to warranty and requires procurement contracts and specifications. Arnold Palmer Hospital never mentioned on durable equipments license and for those hospitals that do have it may not be able to reimburse from Medicare Part B and other payers for orthopedic soft goods such as wrist splints, ankle braces, arm slings, and crutches. Otherwise the hospital end up providing these items to their patients free of charge every day and bear the cost. Full reimbursement for the orthopedic soft goods dispensed may not be allowed even if the hospitals are having the license. The hospital may also invest into The Unique Critical and Rehabilitative Equipment Solutions (CARES) program as it helps hospitals to adopt a secure, automated, cost-effective system for dispensing orthopedic soft goods and some durable medical equipment supplies with no cost to qualifying hospitals. Omnicell as the exclusive provider of the automated dispensing technology for the program meaning you can expect the quality, reliability, and ease of use you are accustomed to with Omnicell products.
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Serviceability; end users band focused on Total Cost of Ownership than procurement costs, serviceability (as well as reliability) and is becoming an increasingly important dimension of quality and criteria for product selection. It also about speed, courtesy, competence, and ease of repair. Research has shown that service quality is multidimensional, difficult to have a set of quality dimensions which apply equally well with too many types of services and being developed on industry by industry basis. Operationally, it is the most challenging dimensions of product quality and the KQCAH (Key quality characteristics assessment for hospitals) service dimension of respect and caring for hospitals, resulting in metric the degree of personal interaction with staff, orientation to surroundings, two-way communications between patient and caregiver and involvement of the patients in decision making, it is more of qualitative than quantitative. KQCAH should be implemented at Arnold Palmer Hospital as key elements in the workplace to strengthen and support the workforce which gives positive impact to patient outcomes and the hospital cost effectiveness. Aesthetics; important to women and the product looks is important which contribute to a companys or brands image. Faults or defects in a product that diminish its aesthetic properties, even those that do not reduce or alter other dimensions of quality, are often caused for rejection. It can make patients healthy and happier but aesthetics of the hospital surroundings always been neglected similar to Arnold Palmer Hospital. The hospital should be implemented it as the strategic plans which is very important in any of Norwegian general hospitals, contributes to healing and improve the quality live of the patients in the hospitals. Perception; is reality where the product or service may possess adequate or even superior dimensions of quality, but still fall victim to negative customer or public perceptions. As an example, a high quality product may be marked as low quality due to poor service based on poor service by installation or field technicians. Product that is not installed or maintained properly, as a result failed to perform is often related to the products quality rather than the quality of the service it receives. Arnold Palmer Hospital may need to purchase the suitable tool to analyze and measure the patients perceptions and expectations, where currently using the survey and chart. The SERVQUAL instrument has been extensively adopted in various industries able to point out the importance of five dimensions of tangibility, reliability, responsiveness, assurance, and empathy in influencing customer perceptions; track
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quality trends over time. Being used and evaluated in the hospital environment and proven to be reliable and valid instrument in that setting (Babakus and Mangold, 1992). It able to supervise the validity and reliability in evaluating patient satisfaction in medical care. All dimensions of quality need to be taken into consideration when purchasing any product or service where it creates competition and advantages within a market and produces higher revenues and profits for firms. Companies need to create satisfaction and more competition among relating companies which his will position them closer to consumers. Hospital bills are known to be expensive for most consumers, but if the treatment and services are good then the consumer will pay the price based on its quality. This can be measured by looking at the number or patients increases, patients become loyal as returned customers and more new patients it has each year.

2. Evaluate the Executive Director, Kathy Swansons leadership style. Is she a leader, a manager or both? Justify your answer. Leadership and management must go hand in hand even they are not similar necessarily linked and complementary to each other. It will cause more problems than solving it if we try to separate them. Managers job is to plan, coordinate and organize while leaders job is to inspire and motivate. Both a manager and a leader may know the business well but the leader must know it better and in a different way by looking at the facts, determine the past and present trends in the business as to generate a vision and a strategy to bring about its future. A good leader has an honest attitude towards the facts, and objective truth. Effective leaders will ask questions, seek for information, testing their own perceptions, and rechecking the facts continuously. In the twenty-first century, a new generation of leaders needed to survive and not managers as they produce visions, concepts, plans, and programs. Managers adopt the truth from others and implement it without probing for the facts that reveal reality. In this article, Kathy Swanson is the Executive Director of Arnold Palmer Hospital. Is she is a great leader or a great manager? In my opinion she is a

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good Manager and Leader to be as you have to be effective in both. The reason for my conclusions is as follows; Management is... Leadership is.... Dealing with difficulties and complexity Dealing with changes in management and style Planning and Budgeting Pace set the Direction and Innovation Organizing and Staffing Aligning People Controlling and Problem Solving Motivates, Encourages and Inspires People Effective Decision and Action Meaningful Action Management process is to plan, organize, lead and control and work environment varies accordance to the situation and people behaviors. Below are the types of management styles.

Kathy Swanson is adapting management style of democratic style persuade the employee by delegating task or responsibilities which involves other people to get things done. It must come along with own efforts and be responsible which more effectively when authority to perform the job is granted at the same time. She has been delegated the task to the staff and given authority and must be competent enough to perform the task. In a business environment, it is not the case of majority liking or favor but it used to reflect involvement with the staffs and help is offered when needed. This can be seen when employees are given authority to provide gifts in value up to $200 to patients who find reason to complain about any hospital services such as food, courtesy, responsiveness, or cleanliness. She is good manager since able to contribute to the success of the company by using her 'positional power' to direct, supervise and manage the resources of an organization. She is able to communicate with the staff, allows them to understand their
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departments, personal objective and contribute to bigger picture. Here proven when ever feedbacks from survey received, Kathy Swanson and her team will response to the complaints. By take ownership of the task assigned shows that she has been evaluating their assessment skills which motivating and encouraging the employees to perform. This shows that Kathy Swanson is great in handling her people which allows the team to flourish and creates value to each individual as well as for the company. I believe part from managing, motivating and utilizing the companys resources to scale up business, she has the ability to deal with setback, failures and future challenges. During difficult times, managers can only become leaders by able to communicate hard truths to the company, employees and stand tall as a mentor to others. Leadership is less about her needs but more on the needs of the people and the organization and it is not something to be tried and choose which fits. Rather, should be adapted to the particular demands of the situation, requirements of the people involved and the challenges facing the organization. When the Going Gets Tough, the Tough Get Going, a true leader must follow this religiously. In the article mentioned, Kathy Swanson just not focusing on customer survey to get the feedback and to improve but also on variety of internal measures in tracking the actual performance. She carefully monitors for continuous improvement are morbidity, infection rates, readmissions rates, costs per case, and length of stays by using daily analysis include Pareto charts, flowcharts and process charts. Meaning she is thinking long term not just to settle current issues but also what is the necessary steps to take and to provide for the company. She acts like a Leader investigate reality, taking the pertinent factors and analyzing them carefully but she has not produce visions, concepts, plans and programs of change. Kathy Swansons leadership style is participative where getting the subordinates involved in decision making by consulting team members (while still maintaining control), which encourages employee ownership for the decisions which they are allowed to give gifts in value up to $200 to patients who find reason to complain about any hospital services such as food, courtesy, responsiveness or cleanliness. This proven that Kathy Swanson is not just concern about the companys goal but also on the customer satisfaction. Looking at the situation, she not has not innovating and initiating new challenge or implement new system to the company that may boost the services or increase the revenue. My conclusion that Kathy Swanson is Leader to be because she is able to anticipate customers needs, focuses on tomorrow, ensures her people doing the right job, proactive, eliminates problems but she
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has not yet reached the level of inspires her team, creates vision and making decision for the company that drives business results. John Kotler, "Everybody has got a little bit of each in them Overall, Kathy Swanson has done a great job with all efforts from and the team has place Arnold Palmer Hospital high ranking in patient satisfaction and one of the highest survival rates of critically ill babies. At the end of the day, leaders and managers are fundamental to success in any business or undertaking.

3. Evaluate the effectiveness of the mailed customer surveys in this case study. What other approaches would you propose in order to gather customer information? Methods used for performance measurement and quality improvement have not been evaluated properly as they are complex interventions, not easily isolated and measured. Evidence to support these strategies is mostly based on descriptive studies, expert reports and on respected authority. Consumers survey is the standardize survey of patients and the relative is reliable as a measurement on hospital performance and level of standard. This customer survey is proven to be effective as it focus more on hospital performance on the area of health education, patient empowerment, comfort, complaint mechanisms and continuity of care. Some governments, intergovernmental organizations and counties advising patients to know their right, to increase expectations and publishing patients charters and by legislating the protection of patients rights. Consumer surveys assessing the experience of health care and outcomes as perceived by patients and their families carry added weight. Local and National Surveys play an important tools to obtain reliable data where results may be published and identify the performance of individual hospitals. Advantages of this method where it able to identify what is valued by patients, the general public, standardized surveys can be tailored to measure specific domains of experience and satisfaction. However, traditional satisfaction surveys have been methodologically weak, and focused on the agenda of clinicians and managers rather than patients. In this article mentioned that the customer survey mailed a week after patient discharge helps the management to gain quick knowledge from patient feedback. Hence it is proven this survey is very cost effective where comes from a large sample of people covering a wide geographical area. This method is cheaper than telephone interviews, but the duration is longer in completing
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it can takes around one to 2 months. It convenient to analyze, administered faster and adapted easily to fit into any situations occur. Previous administered saves your time and energy, able to do comparison with the history or past results and believe that some old issues have been settle which will give you confidence that some of the potential problems are quite similar. One word of caution in using surveys that others have developed is warranted, though. Having developed survey could leads to temptation and make you think things will be easy but somehow we need to look at what information that have been compiles and whether it is suitable to continue using it. Kathy Swanson is also using other analysis such as Pareto charts, flowcharts and process charts to know morbidity, infection rates, readmissions rates, costs per case, and length of stay as effort to continuous improvement. This resulting Arnold Palmers high ranking in patient satisfaction and one of the highest survival rates of critically ill babies. Other approaches that we may use to gather customer information are as follow; Obtaining feedback from hospital patients will give us the view on the level of care of the health care professionals are providing and information gather may assist us to improve hospital services and facilities. On line survey; traditional survey consumed more time and funds. On line survey; patient responses are automatically recorded and shows analysis trends among responses, create free from reports to present to upper-management personnel, intermediary step between patients responding with the ability to analyze response data, saving you time. Using an online survey provider helps your hospital achieve a more environmentally-friendly image when no paper exchange takes place and preventing hundreds of pounds of paper waste from circulating in your community. Interview; It can vary greatly in form and range from extremely unstructured (e.g., a list of general topics to be covered) to something that might resemble reading aloud a survey (i.e., lists of questions that must be asked). Interviews similar to surveys; asks questions of people, occur on an individual basis, longer period and expensive. Evaluators may need to be concerned about consistency across interviewers but they are good for collecting detailed information from a small number of people. This will give people a chance to explain responses or give responses that not have expected. For example, interviews may be useful in examining feedback from the patients of different races on treatment received from the hospital. Interviews should be structured,
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yet conversational and maintaining a neutral attitude throughout the interview with detailed notes taken as it essential to accurate analysis. Observing; document behavior through watching and listening where able to watch what people are doing, when they do it, where they do it, and how they are doing it. You can use observation to gather information from the patients on the treatment received, he facilities provided, the charges, etc. (i.e., process evaluation) or the results it produced (i.e., outcome evaluation). Although the benefits of observations are multifold, but it may influence the behavior of those being observed. The consistency of data collected can also vary if more than one observer is gathering data. It has some clear and distinct advantages over asking people to self-report their behavior through questionnaires or interviews. First, people tend to overestimate how frequently they perform good behaviors. Second, they may provide you with information that they think you want to hear. Direct observation eliminates those problems. Existing Data; reveal important information of the past and current situation which can be analyzes and it can potential sources with a variety of helpful information. Statistics about patients death due to heart failures, kidney problem and other sickness is available which leads to reviewing the documents. Case Studies; in depth examination of a particular case, a program, group participants, individuals or locations. This will leads to multiple sources on information and methods to provide as a complete picture as possible. I.e. using some patients cases on their death what causing it. Group Assessment; collecting information thru brainstorming, group focus, community group, etc which will assist us to evaluate it. Other way of gathering information; expert or peer review, testimonial, log, test, portfolio review, photograph, video, and many more which we are allow to mix the method in order to get accurate information and can do comparison.

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Part B Essay Questions 1. a) Provide examples for principles of total quality being practiced in your organization. Total Quality Management (TQM); philosophy of a uniform commitment to quality in the organization in all areas and ensure able to meets consumers' perceptions of quality by promoting an organizational culture. The concept of TQM rests largely on five principles: Produce quality work the first time. Customer comes first. Have a strategic approach to improvement. Improve continuously. Encourage mutual respect and teamwork. Dr. Joseph M Juran, Father of Quality; Every successful quality revolution has included the participation of upper management. We know of no exceptions." KFC is known as the biggest fast-food chain in Malaysia and owns the world famous Original Recipe fried chicken which contains secret blend of 11 herbs and spices. Apart from serving finger-licking good food, our objective is to continuously ensure and committed high quality and food safety by stringent control to maintain our standards. KFC principles; Our Passion: To satisfy our customers every time they visit our restaurants and to do it better than our competitors. Our Formula for Success: People capability comes first - satisfied customers and profitability follow. How We Lead: Know and drive the business, and build and align teams. How We Win: Be the best at providing customers with branded restaurant choice and branded products. How We Work Together: Our leadership principles. In KFC Malaysia our Quality Assurance and Product Development Department and the team members are focusing on
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Restaurants Quality

Products Development

Supplier Quality

Public Health

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The following are some of the example for principles of total quality being practiced in KFC Malaysia; Time management; Similar food serves by most of fast food industry and aiming the same group customers hence service delivery is only the main factor for differentiation. KFC Malaysia has taken a big step implementing maximum of 3 minutes of the overall time taken to deliver the service to every customers which mean by reducing it from 4-5 minutes. We have increases our team member especially during peak hours with long queue of the customers in taking their orders as to ensure this method success. Customer involvement; Employees needs to focus and be accurate especially in taking order from the customers which will reduce wastages and customer involvement as part of the service delivery will boost the customer confidence with our brand. Another alternative way is to arrange the customers in separate line to take a ways and those having their meals in the outlets for convenience. People; Well trained team members can be competitive advantage in the service sector hence KFC will have the following elaborate plan to achieve that success for bench planning and building future layers. Recruitment and Training; Recruiting employees with experiences working in the fast food industry will be a great advantage, enroll them for in house training for one month courses in health and safety measures, hygiene and food regulation. Furthermore, they will be trained in customer handling practices, customer behavior, expectations and characteristics. ( Aeker, 2007). Motivation and teamwork; Revised salary was done for all employees in KFC outlets where resulting of 20% salary increment from January 2011, which increase the salary range to RM1440 per month from the current of RM 1200 per month, awarded allowances for working during the long holidays and teamwork will be encouraged most of the time as to achieve organization objectives. Clean and attractive Ambience; The services cape of all KFC outlets will be better with new and modern ambience as to be more attractive, enjoyable and hang outs environment for the customers especially the younger generations. You may find clearly defined table menu, board menu, poster words welcome, enjoy our so good and do come again can be seen every corner and this is KFC way to aim of connecting the customers emotionally. (Kotler, et al, 2007) Customer research; On quarterly basis questionnaires will be distributed to the customers to get their opinion and view on the areas
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they may need improvement; the chairs, tables will be changed once in two years, stickers with the words happy Thank You and Have a Nice Day will be pinned outside to all outlets. WIFI services will be installed to all outlets and having more Kids Section will attract the younger to teenage crowds to stay longer for food and drinks to boost sales. Voice of Champion; surveys done among the team member to know how they feel about the management whether they are satisfied, unsatisfied, etc. If the survey shows 70% positive feedbacks means people in company are happy working with KFC Malaysia. Innovations; Come up with new products than other brands as example Krushers the drinks with variety flavors (Oreo, chocolate, chips more, etc) and tasty to attract customers, breakfast meal known as KFCAM is another one targeting the working class, introduce delivery services, having oven products, fresh salads; due to awareness of healthy food where people are reducing the intake of both red meat and fried chicken and finally having more stores operating 24 hours. KFC need to invest in product development continuously to be and to remain as no. 1 in this competitive industry as fast food industry is very challenging with more new competitors, need to have research on what customers expected, needs and preferences all the time for their daily life. Creating and develop differences in terms of products, people, service delivery and quality will be a good way to survive in fast food industries and to fight with this complex competition.

1. b) Evaluate the types of quality efforts essential to your organization and how are they being practiced. Most of successful companies are practicing some type quality management system which proven to be effective in the achievement of the companys goal s and give highly benefits. It helps to maintain customer satisfaction in a long run. At KFC Malaysia Berhad, the management recognizes improving the quality of products, restaurants, supplier, product health and other brings economic vitality of the communities in which they conduct business is in the best interest of their company, their patrons, their employees and their industry. The following are some examples of quality efforts being practiced in KFC Malaysia.

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Our Products; Our products are cook well above the minimum temperature recommended by WHO. Standard procedure has been developed by our company as to ensure and minimize risk of cross contamination between raw and ready-to-eat products. I.e. Our products are safe to eat despite the bird flu virus as all necessary steps are taken to ensure the food safety. We have provided information on the nutritional values of KFC products to all our customers as to assist them in planning a wholesome and balanced meal. This shows that our company is alert of the demand of society in practicing healthy living. We use non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% cholesterol free to fry our products. Our food technologists team will experiment the new flavors continuously and creative concepts to provide more value, choices and healthy options for our customers. We are not focusing only into introducing international products o our market, some popular local flavors being designed and developed as to enable our customer have the opportunity to enjoy an exciting dining experience.

Quality Controls start from the supply of all the raw materials. Annual supplier audit, namely the STAR Audit, which is a YUM (Our franchisor) proprietary, programs which similar to ISO approach being conducted in so many ways. The STAR Audit comprises two versions; the Food Safety and the Quality Systems Audits which either Yum will appoint third party international auditing company to conduct or KFC Quality Assurance Department will be sending our very own team of professional food technologists.

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Supplier Quality; Our regional franchisor will be getting results and report to be reviewed in order to have or continuous improvement. Our suppliers performance will be monitored closely through regular submission of quality reports. Quarterly QA evaluations on our inhouse suppliers will be conducted by our food technologists. Our reputable suppliers; Nestle, UBF, Kerry Ingredients, LambWeston, Simplot, McCain and Jomalina, as well as from our in-house suppliers; Ayamas, Region Food, KFC Bakery and KFC Commissary are providing us the top quality raw materials. Department of Veterinary Service is monitoring constantly our chicken supplier and has obtained the VHM (Veterinary Health Mark) Logo which is also an ISO 9001 certified company. As to ensure Halal procedures are met, all Ayamas chickens are slaughtered by personnel certified by Jabatan Agama Islam Selangor.

Restaurant Quality; The main attributes for KFC restaurant excellence are CHAMPS. C - Cleanliness H - Hospitality A - Accuracy M - Maintenance P - Product Quality S - Speed of Service Regular evaluations in every KFC restaurants throughout the country will be conducted by our field service team of QA personnel (also known as CHAMPS Recognition Specialist) which covers all aspects of CHAMPS including the cleanliness and sanitation of the premises and equipment, personal hygiene, hospitality/friendliness in service, accuracy in the serving order, good
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maintenance, product quality standards and speed of service. Food served to our customers need to be fresh and safe; hence we are required to follow strict temperature control and shelf life. Our customers experiences in KFC restaurants will be evaluated by a Mystery Customer Program known as CHAMPSCHECK and a reputable surveillance company to check against the CHAMPS concept has been appointed by us. A Mystery Customer will evaluate the dine-in / take-away experience and scores that sets a minimum standard of 90% as passing score are given thru a visit to every restaurant. KFC sets a minimum standard of 90% as passing score for this evaluation. The evaluation is used and studied together with the comments for continuous improvement in our restaurants. The performances of outlets are categorized into 4 categories. Excellence ( 90) Standard (80-89) Marginal (66-79) Breakdown ( 65) The scores are included in the Operations Balance Score Card (BSC) since 2005. I. Cleanliness; it helps the restaurant to improve and more alert in maintaining the cleanliness of the restaurant. I.e. The restaurant need to ensure the floor is not dirty, well maintained and cleaned up the table once customers left. II. Hospitality; the main issue need to be taken care especially the latest cases hit KFC Malaysia last Feb12 in KFC Icity Shah Alam. This just not impacted the sales but also the perception of customers to our image. As an eye opener to the team where Training and Operations team is concentrating and implementing more training on hospitality to improve our customer service area for the team in the stores. Monitoring the high level of the managers running the restaurant as we have to ensure they are skilled, certified and capable to run the restaurant with great manner. Plan to offer attractive salary package for part timers to work as full timers as to retain the staff longer and loyalty. We need to greet and serve our customer always with a smile, III. Accuracy; it relates to customer service as example where the cashier need to be alert with the order made by the customers, balance to return, special request, etc.
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IV. Maintenance; keep up the good maintenance of the restaurant i.e. toilet, lights, billboard, etc as this can help to ensure the customers are comfortable, convenience and also their safety. V. Products; to maintain the quality, the expiry time as to maintain in serving hot and fresh products. VI. Speed; we have the serve our customers fast as the customers ant wait to eat our quality product by monitoring the team in preparing and delivering the product as they are some guideline on the time allocated. At KFC recognition culture is very much in practice and this is a large scale recognition effort in all restaurants to all the team members such as service award, performance programs and much important the concept of How We Work Together- HWWT. KFC Malaysia practiced and always believes that employees should be rewarded as an incentive putting in a big portion and efforts of their lives into the company. This is a way to encourage and guarantee employee improvement as it boosts their morale and motives them to perform even better. C.H.A.M.P.S which stands for Cleanliness, Hospitality, Accuracy, Maintenance, Product, and Speed is an example of a successful recognition program in which any employee can give a C.H.A.M.P.S. recognition card to another employee when they notice commendable behavior. In todays economy, most of industries have difficulty in retaining employees where food industry is no exception to this fact and KFC Malaysia is managing to have more employees to work longer and be loyal with their effective workforce development practices of performance thru appraisal and interviews. Treat them right! (Gostick, 2001) Our HR department of KFC is definitely doing lots of efforts improve the turnover rate in our restaurants but at our level when a company reaches the pinnacle of success it is difficult to stay there and maintain its position. Hence, KFC should try to keep up the good work and maintain the level o

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KFC HACCP Program, Hazard Analysis Critical Control Point (HACCP) Program is established for KFC restaurants as a management system for the assurance of food safety. Identifying, evaluating and controlling hazards i.e. physical, biological and chemical included in this process as to ensure food safety which applied from receiving of raw materials at our restaurant until serving to our customers. Our pilot store, KFC KLCC, KFC Sg Wang and KFC Berjaya Time Squares have been audited and certified by a reputable certification body since 2005. A Critical Control Points (CCPs) established and included in our Daily Operations Checklist and practiced by all the KFC restaurants in the country. Sanitation / Personal Hygiene; Each step of the sanitation procedure clearly highlighted in our daily operations manual to ensure strict compliance to the KFC requirement. Each staff needs to undergo course that conducted internally by KFC which is recognized by the Ministry of Health is the Certified Food Handlers Course. All staff have been introduced to hand washing procedure and implemented in the restaurants where required the staffs to wash his/her hands at least once every hour and whenever necessary. Wetting hands first, rubbing the hands together, fingers between fingers, around the wrist and up to the elbow with liquid antibacterial hand soap, for 30 seconds are the steps taken as in the procedures where finally the hands are rinsed with clean water under the hands-free tap, and dried with single-use paper towels. Bare hands are not allowed to touch any finished products and the staff being constantly reminded on the importance of using disposable gloves, sanitized scoops or tongs. All our restaurant teams including managers are immunized against Typhoid upon employment. Pest Control; Indeed a challenge to do with the encouraging conditions in the tropical climate but we continue to maintain our standards by appointing reputable pest control companies to assist us in this matter. Regular inspections which include night treatment after operation hours and provide follow-up checks during operation hours whenever needed will be conducted by our trained service teams conduct, in every restaurant. Detailed checklist to avoid no steps are missed, all pesticides are approved by Pesticide Board and have Material Safety Data Sheet on file for staff reference. Periodic trend reports of pest activity will be presented by each pest control o the
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management for corrective actions and remedy which the services will cost nationwide approximately half a million ringgit annually. Halal Certificate; Food that complies with Islamic Law or Shariah. Halal stipulates that food consumed to be hygienic, not harmful to health, free from any forbidden parts of animal origin and anything regarded as filth (najis) under Islamic law. The Halal Certification Process - Locally-Manufactured Products

Validation Process for Imported Products

2. a) Suppose you are a production manager in a mobile phone manufacturing plant, provide an example for each of the following: (i) Indirect customer (ii) External customer but not end user/consumer (iii) End User / Consumer (iv) Internal customer Production manager involved with the planning, coordination and control of manufacturing processes. Process of goods and services monitored as to ensure being produced efficiently with correct amount, price and level of quality. The task depending on n the nature of the production system:
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inventory, shipping, receiving and quality control. It is also known as operations manager who responsible for both human and material resources. At the same time, there are lots of statistics that they can used such as number of new customers, percentage of retained customers, revenue, revenue versus development cost, etc which can assist them to analyze key business problems on customers, products and solving it. Indirect Customers; within the boundaries where we are not aware and not receive process output directly but we are affected if the process output is incorrect or late. The output passes through other steps before leaving the organization. It involved manufacturer and buyer which are simple, cheaper and they have nothing do not with the companys image. This allows the company to maintain its image in the market by providing convenience and accessibility to buyers. I.e. A distribute channel can include wholesalers, retailers, distributors and even the internet which can contribute an additional revenue but maybe underperforming. It is a method to deliver the products to the end users. CellStar{R} Pacific is the indirect distribution channel of Motorola for Asia Region. External Customers but not end user/consumer; located outside the organizational boundaries but able to buy the products or services from your company. This group is important in determine the organization success as they contributing the revenue thru the purchases of the company products as ordinary customers. I.e. Customers, who purchased the services or products to fulfill needs, hence will be loyal customers if they satisfied with quality and worthy. Hand phone dealers or supplies to individuals or retails stores that resell. The product manager has to make sure they are they are happy and satisfied with the products as well as the customer service as it will be a loss if they switching to other company. End Users/Consumers; called customers as final user or end user of a product or service which is finally used or consumed. At time end user and external customer are the same. I.e. The product manager has to ensure that the team is providing good customer services to the end users happy and strive to keep them. In fact before producing product, target customers must be identified and the company needs to keep up with the changes of the technology as to continue their current and potential customers with products that they need at satisfaction level or may be at beyond expectations.

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Scott Bostrom, plant manager for Roberts County Telephone Cooperative Association (New Effington, S.D.), agreed that "The cell phone users are the next generation of customers. Internal Customers; persons or units from the company who receive your products, services, data or information who the most neglected customer types. Normally, your immediate customers to be part of your company, component or even unit who may be referred to as process partners also an individuals or groups within the process who are in the same organizational boundaries. As they get the job done this group relies on you to complete a task which their goals are to identify and meet their internal customer's requirements. This concept has value in process management; human resource often lessens the focus on the external customer and consumer. Process partners are also known as service providers and service receivers where a company that being selected will be using internal customer label, to ensure all employees recognize and trust that the company's ultimate task is on the external customers safety. For example; The Staff such as the sales person or may be whoever is reporting to the Production Manager; co-worker, team member, team leaders, another department or a distributor who depends upon us to provide products or services which in turn are utilized to create a deliverable for the external customers. Hence the impact of providing poor customer service to your internal customers will leads to providing poor service to your direct customers and consumers. Quality expert W. Edwards Deming; everyone in an organization has a customer; if that is not understood, then they do not understand their job Behind every great product there is a person aka production manager with a great empathy for the customer, capable to understand what is possible, what it is essential and incidental. Furthermore, understand well about the customer as well as own teams capabilities by operating with a strong basis of knowledge and confidence. Product Manager will always think on the strategy of delivering superior value to the marketplace and with strong effect the good products that can be executed.

2. b) Specify a latest product in the market (other than mobile phone in (a)). Evaluate this

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product by using the following three categories of customer expectations. Provide examples for each category. (i) Dissatisfiers (ii) Satisfiers (iii) Delighters or exciters In business we need to understand customer needs and wants & why and how on the expectations and requirements. Review on the latest product in the market; Apple iPad 2 MC987LL/A Tablet (Size Name: 64GB | Item Shape: Wifi + Verizon 3G | Color Name: White) using Dr. Kano analysis; Products features vs. Customer satisfaction which focuses on companys improvement efforts by categorizing the customer expectations using the following categories; Dissatisfiers or requirements that are expected by the customers as regular part of the package to be in good condition or services. I.e. In a car a radio expected by the customers as a given and in the hotel the room is assumes to be safe and clean. If these features are not present, customers is dissatisfied. The current features of iPad 2 that did not meet the customer expectations; 1. Cameras; two cameras which are adequate for video chatting but only managed taking stills. Interested to use program Genius Scan to photograph documents for later reference but 0.7 Megapixel cameras is capable of "barely legible" documents. 2. Printing; only if you can afford an Air Print capable printer (new hardware to buy) or other printers you will need to use the atrocious "file management" system to get the docs on your computer to print. 3. Price Per GB, paying twice higher {3 per GB ($100 more for 64GB than 32GB)} is the per GB need to pay for the difference in a stand-alone USB thumb drive 4. File management; on the iPad 2 is Byzantine and we iTunes to "attach" files to apps or email them? 5. Touch Navigation; general criticism of any touch device but we need to adapt with Press-Hold, Swipe, and Two vs. Three fingers as I was so used to doing with a Tab or Right-click. Having "grown up" using keyboards and mice to interface with computers now need to learn how to do tasks differently.

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Satisfiers or requirements that customers say they want. I.e. Many car buyers want a tinted windows and hotel guest may want to have hot tub. Providing these goods and service creates customer satisfaction by fulfilling their needs and wants. The current features of iPad 2 that met the expectations; 1. Price; reasonable though its nearly similar to justify as real lap top. 2. Screen; bright, good touch sensitivity, "flips" between orientations well, and handles pictures and text with aplomb. 3. Home Sharing; able to share iTunes (music, movie, etc) across wifi network and saves space. 4. Audio; speaker is quite good for a handheld device, placement in portrait mode ends up in your lap but you can invert the iPad so not a huge deal. Faces rear of device instead of forward meaning where may need to crank it louder or otherwise necessary if it were forward facing. 5. Battery Life; holds up well even after a day of heavy usage and charges up over night. Able to use till 2 to 3 days without charging for light usage. 6. WIFI; simply works n turn it on, detect signal and go without complicated settings. 7. On Screen Keyboard; easily use and very responsive only the scrolling to a separate numbers keyboard and lack of a "tab" button really disrupts workflow. Delighters or Exciters when a new or good innovation features that not expected by the customers may leads to surprise, excitement and enhances the customer perception of value. I.e. Navigational system in the can surprise and delight the customer and enhance safety feeling. Having laser light and music in clothing stores will entertain customers while they shop. The current features that exceeded customer expectations; 1. Sleep Mode; always ready and wakes from sleep very fast. 2. Processing Speed; faster in loading applications, web pages, pdf, etc. 3. Form Factor; thin and comfortable to hold, easy to carry around and to put in the bag. Though has some weight to it (1.3lb) so prolonged reading in certain positions will cause fatigue. 4. Application Environment; excellent variety and quality applications for a broad range of uses and prices. Plays nice with content providers like Amazon kindle, Google docs and lots of news outlets. 5. IOS; overall the operating system is cleanly designed and features easy to navigate.

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6. HDMI Out; granted there is a $40 accessory required it is nice to have the option of showing what's on your iPad 2 to a larger audience. Customers evaluate the quality of iPad 2 based on search (colors, price, smell, style, fit, etc), experiences (after using it) and credence (faith and trust). Five competitive priorities; cost, quality, time, flexibility and innovation need to be taken care with a strategic planning to ensure the success of the products. Overall it is a wonderful electronic device for media consumption with some moderate content creation potential with more apps focused on content generation is created. Customers attached to it as it simply because it is "always ready", small enough and always near. If this device had a better file management system, more robust way to share printers, GPS, Retina Display and some accessories to be included in the price of device it would have gotten 5 out of 5 stars. As it is, the iPad 2 is a solid 4 star device given by most of the customers.

3. a) Using the four CRM key steps framework, evaluate how these steps being used in banking industry in Malaysia. CRM stands for Customer Relationship Management is an information industry term for methodologies, software, and usually Internet capabilities that assist an enterprise manage customer relationships in an organized way. CRM broadly known and widely implemented strategy for managing and dealing with companys interactions with customers, clients and sales prospect. CRM is a process to customers needs and behaviors in order to have a strong bonding and this process will help to compile all information about customers, sales, marketing effectiveness, and responsiveness and market trends. It helps businesses use technology and human resources to analyze the behavior of customers and the value of those customers. The main objective is to find, attract and win new clients, at the same time retain the existing customers, entice former clients back into the fold, reduce the costs of marketing and client service. If the implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs.

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The IDIC Model has been developed by Peppers and Roger (2004) and described that companies should take the four steps in order to build closer one to one relationships with customers. I will be using the above model to evaluate Bank Rakyat Malaysia Berhad as an example in our banking industry; Bank Rakyat Malaysia Berhad established in 1954 and currently the largest Islamic bank cooperative bank in Malaysia and expanding its product and customer facilities continuously to provide greater diversity to its customers. Offered a wide range of banking products and services which includes consumer financing, commercial financing and deposits as well as investment products to cater for various segments of market. Placed as Your Choice Bank and gained success in introducing high quality, diversity and innovative product that able to meet the customer expectations, enhanced and efficient delivery channels as well as friendly corporate image. To date, Bank Rakyat has 134 branches, 500 automated teller machines (ATMs - 435) and cash deposit machines (CDMs - 150), 23 Ar-Rahnu X'change nationwide. Bank Rakyat also operates a call centre, tele-Rakyat: 1-300-88-1BANK (12265) and irakyat.com.my internet banking. I.e. Bank Rakyat has implemented CRM Telemarketing module as initiative to encourage existing customer to continue dealing with the bank. The CRM allows Bank Rakyat to use the four steps as their action in order to achieve their wider goals and objectives. Identify; Bank Rakyat has to learn and understand about the customers. In banking the very important thing while opening an a/c is KYC i.e. Know Your Customers; name, age, sex, address, family, etc where by using all these information the bank would be able to know their past and present status of the customers, their needs and wants. CRM allows the bank to get to know the customer better based on
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defined criteria and matching them with personal record or on their existing products with the bank. This is proven when Bank Rakyat has invested in information technology as to upgrade system to enhance the level of service and efficiency of its employees in giving quality services to the customers. Partnership with Tabung Haji has formed strategic alliance where customer from both able to do transactions like balance inquiry, withdrawal, etc at either bank using either accounts. This cooperation enables the Bank to install its ATM and CDM machines at Tabung Hajis premises to ease customers. I believe by upgrading the system, storing data and information of the customer profile are now well kept and maintained and able to link to Tabung Haji. Differentiate; Banks Rakyat has many products and services and may need to differentiate the customers according to their income, status, needs and requirements. Proper planning needed in developing new products to cater a specific group of people as this is the type of differentiation banks are following. CRM allows the bank to select from their existing customers and to offer suitable products that matched their profiles. Various marketing campaigns through telemarketing are carried out to assist the customers in choosing the products that are being offered. Interact; various touch points where customers can interact by retrieving and sending information from telephone, e-mail, internal portals, fax, face to face interaction with employee. Customers information being compiled as much as they can and try to develop a good relationship with the clients by maintaining all personal. CRM involves the integration of various systems including; telephone system for systematic and automatic calls to customers. This enables the customers to gain information of products offered by the Bank and can encourage existing customers to increase their business with the Bank. Customize; develop many products according to the income, status, needs and requirement thru wealth manager who cater the requirements of the clients. Focusing on high net worth individuals by plan and suggest the customers where to invest and how much to invest. Furthermore the Bank has also upgraded its i-Rakyat Internet Banking System and corporate website by providing an e-application service for Personal Financing-iAslah. It has facilitated the customers and the public in applying personal financing without having to obtain and fill up application forms. Applicants eligibility and information will be evaluated through the system and the application is channeled straight to the branch chosen by the customers and later will be
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contacted by the branch. The customers asked to come for verification of the original documents and this service is also one of the Banks efforts to provide facility for the public to deal with the Bank through an electronic channel. Furthermore, with the economic crisis which is currently affecting the country, as to ensure there is no default payment in schedule by the customers, Bank Rakyat has implemented a Debt Collection System in 2008. This system is to enable the recovery process to be carried out consistently and fully compliant. Customers can be contacted automatically and immediately once their accounts are overdue where the necessary actions will be taken. The system has been integrated with the telephone system, allows the Consumer Financing Collection Centre to perform efficiently by contacting more customers, increasing the financing repayment rate and reducing the NonPerforming Financing rate. The effectiveness and quality of the recovery at the branches is upgraded by identifying the accounts, which require initial action through system monitoring. CRM helped Bank Rakyat moving forward in the competitive banking industry and be the largest Islamic bank in Malaysia. Bank Rakyat had consecutively recorded rising profits before tax and zakat, the highest being RM1.72 billion for financial year ended 31 December 2010. The positive growth partly contributed with good relationship with their customers, upgraded technology and well trained employees to serve their customers with good hospitality.

3. b) Select a fast food restaurant in Malaysia to analyze the benefits of customer supplier partnerships. Propose examples for each benefit. Customer Supplier Partnership where in quality control will widen the relationship between the buyers and sellers based on trust, confidence, credibility, mutual agreement and shared vision especially with the current competitive market. The buyers will provide a long term contracts and guarantee of only a small number of competing suppliers. In return the sellers will ensure to implement customers opinions and commits continuously to improve the quality of product and delivery.

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For example; Pepsi Co and KFC Malaysia Berhad have been partnering for 37 years in long term business which has benefitted both parties by using their brand names for the purpose of achieving business goals and objectives. KFC is well known for its fried chicken not just in Malaysia but worldwide and Pepsi Co is a global beverage and snack company. Pepsi Co believe KFC Malaysia still had room to growth and able to will leads other weaker chains in chicken industry to leave and on KFCs part its an international strategy to materialize their global goals. The following are the some examples of the benefits and opportunities gained from the relationship and at the same time Pepsi Co added value and importance to KFC Malaysia, vice versa. Strong Dual Branding where both brands able to widen their customers profile and produce higher profits. It is faster way to expand with less cost by increasing consumer base without any expenses on advertising. KFC Malaysia will able to purchase the drinks at premium price and PepsiCo will bear the above-the-line advertising costs like mass advertising channel through television, radio and newspapers. KFC Malaysia would only be promoting through below-the-line cost such as printed media, which is usually targeted at smaller groups and cheaper cost. With PepsiCos strong global brands, the marketing and the selling of the product would be easier as they are already known and available in other parts of the world. I.e. Promotion on family packages by KFC Malaysia where includes a bottle of 1.5ltr Pepsi and at the same time allow to purchase additional bottles with lower price. (Chinese New Year Family Feast; 15pcs chicken, 1 large nugget, 1 regular coleslaw, cheesy wedges and a bottle of 1.5 liter Pepsi. Add any bottle just at RM2). As a result the promotion will encourage better sales and servings for both brands.

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Increase in Distribution Channels where purchasing convenience is what demanded by everyone, hence it is non-traditional location that offers great opportunity to KFC to exploit due to high traffic. I.e. Pepsi Co is expanding in quick service restaurant segment and KFC Malaysia is similar to soft drinks and snacking marketing. Hence Pepsi Co World Wide was formed to create synergism among the restaurant companies. Partnership between Pepsi Co and KFC Malaysia with a better plan and as a result will yield higher shareholders returns. I.e. KFC marketing plans to push new products to fight against increasing competition burger chain and other chicken concept. On Pepsi Co it will give the opportunity to increase of sales where and all the 540 stores will be serving Pepsi soft drink once the contract obligation being fulfilled. Global Research Team from Pepsi Co to develop new flavors for our local market. I.e. 7up revive was created by PepsiCos R&D team for the Malaysian market to compete with F&Ns 100 Plus, which is the best selling carbonated isotonic drink in the country Maximize Strength is on KFCs secret recipe which has set apart between KFC and any other competitors which is the key of KFC success. This strategy allows KFC to brand name recognition and reputation to be stable position in this industry. Even there so many fast food restaurants try to compete with KFC but KFC is still no 1 for its fried chicken always known it is licking good and the current one is So Good. Awareness of healthy living where KFC dealing with changing demands of society on healthy food and more other fast food restaurant serving organic food. KFC Malaysia has taken the initiative to innovate their menu and persuading people on dining in instead of taking out food. I.e. KFC Malaysia introduced new menu such as Garden Salad, Grilled/Oven Chicken Wings and burgers at some pilot stores; KLIA, LCCT, shopping malls and drive thru in order to meet the demand at non-traditional locations. Worlds largest buyer of oranges allows PepsiCo to gain a great bargaining power in buying fresh oranges of good quality oranges at lower prices. I.e. KFC Malaysia has the advantage over its competitors to sell quality oranges at favorable pricing for its Tropicana range due their relationship with PepsiCo. Renewability of PepsiCo/KFC deal a certainty KFC Malaysia would be able to sustain its relationship with PepsiCo, primarily because the same objectives by both brands and always in line, which then ensures that their contract is renewed. Furthermore, its 37-year relationship gives more familiarity in working hand-in-hand especially when there are
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new products to launch as it may be more cost effective for PepsiCo rather than establish new relationship/understanding with new fast food brand. I.e. Cost saving of time and money if need to deal with new brand and to go thru lengthy process before reaching agreement on both sides. Cost Changing/Losing or switching cost where it will be expensive if to change supplier, some very intuitive and some may be realized. Even if a new supplier can offer lower cost but the change is sometimes not worthy and the switching costs differ due to situation and various factors. I.e. Cancellation fee terminating a contract, Search cost looking for new supplier, etc. New Investment Hot Filled Machines being installed as Pepsi Co has invested in a new non-carbonated line at twice the speed of its existing production line to address current capacity constraints. Pepsi Co new investment will introduce non-carbonated products such as new Tropicana flavors and a new Lipton range which is potential to attract more customers as people are becoming more health conscious and there is a growing trend for non carbonated drinks. I.e. Non Carbonated drinks; orange twister and krushers. Employee loyalty where personal human resources management makes a workforce loyal leads to KFC employees happy to work and enjoying the benefits and other non income needs. i.e.: Most of the employees especially who worked in the field or restaurants level willing to be loyal to the brand and in return being paid with good salary, incentives and other benefits. Improve operating efficiency will directly impacted the operating profit due to some companies are reluctant to raise prices in competitive industry. Improved other areas especially on Customer and People; hospitality, customer service, cleanliness, speed and friendlier service with consistent quality products. I.e. KFC Malaysia has implementing cost savings by controlling the expenses but improving and maintaining their speed of service and hospitality to improve the profits. Relationship between KFC Malaysia and Pepsi Co is cooperation and collaboration rather than compete and manipulate which a win-win situation that benefits both brands. Like all healthy relationships, both parties need have a good understanding with each others business thru the positive partnership built and continuously developing it for the future transaction which benefits both parties as it is a commitment of time rather than capital. Timothy Laseter; Finding the right balance between cooperative relationships and a commitment to competitive pricing.
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References; http://www.docstoc.com/docs/12163099/CUSTOMER-RELATIONSHIPMANAGEMENT-THESIS
http://www.docstoc.com/docs/49962054/CRM-In-Banks http://www.scribd.com/doc/31608312/Structural-Analysis-KFC http://www.scribd.com/doc/19653663/Project-Document-Supply-Chain

Aslam Chaudhry, SAS Institute Inc., Cary, NC, CRM: Making it Simple for the Banking Industry
http://www.mcdonalds.com.my/abtus/CSR.pdf

Allison Kneisler, 2011, Operations Strategy

Reza Baradaran Kazem Zadeh, Ahmad Faraahi & Amir Mastali, 2011, Profiling bank customers behavior using cluster analysis for profitability
http://www.amcy5.com/projects/marketing/amcy48.htm http://ivythesis.typepad.com/term_paper_topics/2009/02/what-potential-synergiesexisted-between-kfc-and-pepsico.html

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Jagdish N. Sheth, Arun Sharma, 1997, Supplier Relationships: A Strategic Initiative Kiran Afshan, Huma Naz, 009, Supply Chain Dr. Deming; http://www.dharma-haven.org/five-havens/deming.htm 14 Points; http://www.cesa3.k12.wi.us/keynotes/index.html Timothy Laseter, Balanced Sourcing: Cooperation and Competition in Supplier Relationships Blockbuster; http://knowledge.wharton.upenn.edu/article.cfm?articleid=258 http://www.damas.ift.ulaval.ca/~moyaux/bibtex/schneidereit02.pdf The graph: http://www.qimacros.com/sixsigmaezines/200507taguchi-loss.html Justin Teh, S. J. and Hiew, Y. P., 2007, Ensuring value added services regarding credit cards with the aid of effective Customer Relationship Management (CRM) 2004, Defining the Customer in a Regulatory Agency Kate Kelley, Belinda Clark, Vivienne Brown & John Sitzia, 2003, Good practice in the conduct and reporting of survey research Seunghae Lee, 2011, Evaluating Serviceability of Healthcare Services capes: Service Design Perspective
http://www.termpaperwarehouse.com/essay-on/Plamer-Hospital/44222 http://www.scribd.com/doc/32876995/TOTAL-QUALITY-MANAGEMENT-NOTES Steve Brown, Richard Lamming, John Bessant & Peter Jones, 2005, Strategic Planning

M. Sadiq Sohail, 2003, Service Quality in Hospitals: More Favorable Than You Might Think Anne-Birte Stensgaard, 2006, Good Manager or Good Leader
http://www.docstoc.com/docs/84085274/Principles-of-Total-Quality-Management Martin Cagan, 2005, Behind Every Great Product, The Role of the Product Manager

M.B. Egan, M.M. Raats, S.M. Grubb, A. Eves, M.L. Lumbers, M.S. Dean, M.R. Adams, 2006, A review of food safety and food hygiene training studies in the commercial sector

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