Improving the Service Quality of the Management Program at the University of Al Azhar Indonesia Using Quality Function Deployment

Abstract

Service quality in higher education requires a process of improvement towards customer satisfaction. This
study aims to provide technical suggestions for improving the quality of educational services in the Management Program at
the University of Al Azhar Indonesia by applying the Quality Function Deployment method through House of Quality design.
The research begins by identifying service attributes based on literature reviews, observations, and focus groups discussion.
Next, fifty-one service attributes were evaluated through questionnaires. Based on the importance-performance analysis, it
was found that nineteen attributes require improvement and become the voice of customers. The analysis resulted in eleven
engineering requirements, with three main priorities: (1) increasing service hours by adding an e-ticket feature to manage
student complaints; (2) establishing standard operating procedures for communication between students and staff; and (3)
improving the student desk system according to the results of semester evaluations.