The Effects of Implementation of Quality Management Systems on Customer Satisfaction in Higher Learning Institutions: A Case of Zetech University, Kenya

Abstract

World over, higher learning institutions have had difficulties in developing and implementing best practices which are based on their customer requirements. The inability of Total Quality Management (TQM) to accommodate a standard method of approaching quality issues and lack of continuous audits is of concern to stakeholders. Quality Management System (QMS) has emerged as an alternative way to fill this gap. However, the overall impact of implementing it in relation to customer satisfaction and the role plays needs to be ascertained. TQM has been associated more with the manufacturing industry. QMS has come out as the best alternative approach in developing acceptable quality standards that can be adopted and applied across all institutions of higher learning. The implementation and conformance to quality requirements is a continuous process thus acquiring customer needs is paramount. This field of study has increasingly attracted scholarly attention. To contribute to growing body of knowledge, this study has elucidated the importance and effects of implementation of QMS on customer satisfaction. This study aimed to establish the effect of implementing QMS on customer satisfaction in higher learning institutions. The key objective of this study was to establish the effect of implementing quality management system on customer satisfaction and the roles of various stakeholders. The theories guiding this research was Crosby’s theory of quality management supported by systems and contingency theories. They advocate for conformance to standards that yield desired product output. The target population was approximately 7000 people with a sample size of 378 persons. Descriptive survey was used to describe the journey of the university in implementing QMS to date. Proportionate random sampling was used to study how QMS has translated to customer satisfaction. Data was collected using structured questionnaires, analyzed using Stata and presented in tables only for clarity. The sample frame was strictly within Zetech University. Ethical considerations were observed at all stages. Content validity was achieved through setting questions based on the research objectives before piloting. Data was analysed using descriptive statistics and regression analysis. The study found that customer training, communication, customer involvement and internal quality audits had a positive and significant effect on customer satisfaction. The study concluded that indeed implementing QMS has a significant effect on the satisfaction of customers. The study recommended that Zetech university to inculcate the culture of customer satisfaction in all its employees. Any newer employees should be inducted accordingly in key areas that directly or indirectly affect customer satisfaction. The university should focus more on external knowledge exchange programmes to promote diversity in learning and thoughts of their students. The university should devise much softer ways of implementing its policies, especially the dress code and fee payment policy.