Implementing Quality Function Deployment and SERVQUAL to Improve Orphan’s Journey at a Charity Organization in Saudi Arabia: A Case Study(Pages 979-993)
Safinaz Abourokbah*, Ablah Mousa, Sulafah Hariri, Mashael Alghofeli and Khalid Sami Husain
Department of Business Administration, King Abdulaziz University, P.O. Box 80201, Jeddah 21589, Saudi Arabia.
This study evaluates and explores ways to enhance the orphan’s journey at a charity in Saudi Arabia, from registering the orphan and becoming a charity member until they reach the age of 18 years. A mixed-method research approach was applied. Qualitative data were obtained from a group interview with orphans’ families and the charity management, and three quantitative survey questionnaires were administered to orphans’ families, sponsors, and employees. This study suggested comprehensive integrative framework involving SERVQUAL and Quality Function Deployment (QFD). SERVQUAL scale was used to measure the services provided to orphans, and QFD as one of the Quality Management Tools (QMT). QMT was used to develop the action plan and provide recommendations for charity management to improve the orphan’s journey and increase satisfaction. This study implemented seven QMT to solve the challenges and issues faced by the charity to improve the orphans’ satisfaction. From the survey, the five main quality issues were found to be a lack of resources, lack of assurance, lack of communication, lack of information, and lack of responsiveness. Several recommendations were presented to solve these issues, including improving marketing management, website functionality, and social media utilization. There is a lack of studies measuring orphans’ satisfaction in non-profit organizations, especially in Saudi Arabia. Also, few studies applied the seven QMT tools to increase orphan satisfaction and enhance their journey. This study focused on bridging the service gap and raising service quality provided to the orphans’ families.
Quality management tools; Quality function deployment; house of quality; SERVQUAL; orphans' satisfaction; Charity.
How to Cite:
Safinaz Abourokbah, Ablah Mousa, Sulafah Hariri, Mashael Alghofeli and Khalid Sami Husain. Implementing Quality Function Deployment and SERVQUAL to Improve Orphan’s Journey at a Charity Organization in Saudi Arabia: A Case Study. [ref]: vol.21.2023. available at: https://refpress.org/ref-vol21-a108/
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