Improve Customer Satisfaction through Implementation of Quality

Management System ISO 9001:2008

Sasa Tantri Nur Afifah and Rasto Rasto

Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung, Indonesia

rasto@upi.edu, sasa.tantri.nur@student.upi.edu

Keywords: quality management system, customer satisfaction, vocational high school.

Abstract: This research aimed to analyze the effect of implementation of ISO 9001: 2008 quality management system

on customer satisfaction. The research method used explanatory survey. Data collection technique used

questionnaire rating scale model. Respondents are teachers of Vocational High School in Bandung. Data were

analyzed using simple regression. The results showed: (1) implementation of ISO 9001:2008 quality

management system is in the effective category; (2) the level of customer satisfaction is in the satisfied

category; and (3) implementation of ISO 9001:2008 quality management system has a positive effect on

customer satisfaction.

1 INTRODUCTION

Customer satisfaction plays an important role in

improving the quality of education, due to the

importance of education, there is a correlation

between education and economic growth (Husain in

Hayan, 2010); (Owlia and Aspinwall, 1996). The

education sector is one of the most important sectors

of service. The education sector is now considered as

important as other economic sectors (Kundi, et al.,

2014).

Customer satisfaction can be obtained by

providing excellent service and become important in

creating sustainable gains in the competitive

education market (Kotler in Ijaz, et al., 2011). It is

recognized by schools that satisfied customers are the

key to school success (Rukaria, 2014); (Argenti,

2000). The facts show that the level of customer

satisfaction is still in the low category. There is an

impromptu process in preparing the administrative

preparation for the audit process so that it is not

practically prepared from every activity carried out

every day. This became one of the triggers of a low

level of customer satisfaction. In order to survive in

competitive competition in education, schools should

reduce customer dissatisfaction by improving service

quality and productivity (Khan and Afzaal, 2014);

(Anderson, et al., 1997).

Customer satisfaction is very important for

improving the quality of education (Chen, et al.,

2006); (Joseph and Joseph, 1997), it is necessary

efforts to improve customer satisfaction. To improve

the quality of the education sector requires quality

school management (Suyatno, 2010). Good school

management is a management that focuses on

improving quality issues and international standards

such as ISO 9001: 2008 (Noviana and Akhyar 2008).

Organizations implementing ISO 9001 expect these

standards to help them do things better and deliver

real benefits, one of which is increased customer

satisfaction (Dick, 2013). Based on the problem of

research problem is "is there any influence of

implementation of quality management system of

ISO 9001:2008 to customer's sincerity?". Thus the

purpose of this study is to analyze the effect of

implementation of ISO 9001: 2008 quality

management system to customer satisfaction.

2 CURTOMER SATISFACTION

The word satisfaction comes from the Latin word

"satis" which means quite good, adequate and "facio"

(do or make) so that it can be interpreted as "effort

fulfillment something" or "make something

adequate" (Tjiptono and Gregorius, 2011). As for

Richard Oliver, satisfaction is the response of

customers to the fulfillment of their needs (Wijaya,

2011); (Yang and Fang, 2004); (Au et al., 2008).

Satisfaction is customer evaluation (Bitner in Akbar

484

Aﬁfah, S. and Rasto, R.

Improve Customer Satisfaction through Implementation of Quality Management System ISO 9001:2008.

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 484-489

ISBN: 978-989-758-315-5

and Parvez, 2009) so that a person's feelings of

pleasure or disappointment (Kotler and Kelvin 2009)

compare the expectation with feelings before

customers consume products (Parasuraman in Dib

and Alnazer, 2013).

Customer satisfaction as a conscious evaluation or

assessment of product performance is relatively good

or not, and whether the product matches its purpose

or use (Tjiptono and Gregorius, 2011). In the

customer satisfaction literature review conducted by

Giese and Cote, three main components of

understanding customer satisfaction are: (1) customer

satisfaction is a response (emotional or cognitive); (2)

the response involves a particular focus (expectation,

product, consumption experience, and so on); (3)

response occurs at any given time. After

consumption, after product selection in the form of

goods or services, based on accumulated experience,

etc.). In short, customer satisfaction consists of three

components: a response to a particular focus that is

determined at a given time (Tjiptono and Gregorius,

2011); (Giese and Cote, 2000).

To create customer satisfaction must be able to

meet the needs of the important customers called

"The Big Eight Factors" which are generally divided

into the following three categories (Hannah and Karp

in Trisno Musanto, 2004):

 Factors related to the product

a. Product quality, which is the quality of all

the components that make up the product. So

the product has added value.

b. The relationship between the values to the

price is the relationship between the price

and the value of the product determined by

the difference between the value received by

the customer and the price paid by the

customer for a product produced by the

business entity.

c. Product form, is the physical components of

a product yield benefits

d. Reliability, is the ability of an organization

to produce products in accordance with what

is promised by the organization.

 Factors related to service

a. Warranty, is a guarantee offered by the

school to make repairs to defective products

after use of the product.

b. Response and problem solving, is the

attitude of the school in response to

complaints and problems faced by

customers.

 Factors related to the purchase:

a. Employee experience, all customer

relationships in terms of communication.

b. Ease and comfort, is all the ease and

convenience provided by the school

products produced.

Indicators for measuring customer satisfaction,

namely (Parasuraman in Tjiptono and Gregorius,

2011), (Fornel;1992): (1) Reliability, relating to the

school's ability to provide accurate service from the

first time without making any mistakes and delivering

its services within the agreed time; (2)

Responsiveness, regarding the willingness and ability

of the school to assist customers and respond to their

requests, and to inform when services will be

provided and then provide services quickly; (3)

Assurance, which is the behavior of the school is able

to grow customer confidence in the school, and the

school can create a sense of security for its customers.

Collateral also means that the school is always nice,

and has the necessary skills to handle every

customer's question or problem (Blight, et al., 1999),

(4) Empathy, means that the school understands the

problems of its customers and acts in the interests of

the customer, and gives personal attention to the

customers; and (5) Tangible, regarding the appeal of

physical facilities, equipment used in schools, and

appearance.

3 IMPLEMENTATION OF

QUALITY MANAGEMENT

SYSTEM ISO 9001:2008

Quality is an absolute concept (Sallis, 2010), in the

form of product features, (Juran and Godfrey, 1998),

direct characteristics. The quality management

system is a set of documented procedures and

standard practices to ensure systems aimed at

ensuring conformity of a process and products (goods

and / or services) to a particular need or requirement

(Gaspersz, 2002).

Here is the process model of quality management

system ISO 9001:2008 on Figure 1. ISO 9001 model.

Improve Customer Satisfaction through Implementation of Quality Management System ISO 9001:2008

485

Figure 1: ISO 9001 model.

ISO 9001:2008 is not a product standard, because

ISO 9001:2008 is only a standard quality

management system. Based on figure 1 it can be

described as follows (Santosa, 2013): (1) Customer

requirements (system development), the customer is

the person who gives input on what to do by the

school; (2) Management responsibilities, indicating

that there is a management commitment to the quality

of the resulting product;(3) Resource management, an

important part in the implementation is to determine

who will do what, the person assigned to perform

activities related to quality and have the ability; (4)

Realization of educational services, including the

manufacture of products or services; (5)

Measurement, analysis and improvement: (a)

Measurement, measurement data is very important to

make decisions based on reality; (b) Analysis,

decisions should be based on measurable results or

accurately collected information; (c) Improvements,

needs of corrective actions will arise if there is a

discrepancy that can come from within and outside.

The organization shall ensure that the quality

management system is developed, documented,

implemented and improved on an ongoing basis to

meet the requirements of this international standard.

ISO 9001:2008 requirements are as follows

(Gaspersz, 2002): (1) Identify the process or activity

required in the quality management system and

ensure its application to all functions in the

organization; (2) Determining the order and

interaction relationships of those processes; (3)

Establish the necessary criteria and methods, so as to

ensure the operation and control are effective; (4)

Ensure the availability of resources and information

necessary to support the operation and monitoring of

such processes; (5) Monitor, measure, and analyze

such processes, and (6) Carry out the necessary

actions to achieve the results it has planned and to

continuously process improvement efforts.

According to Vincent Gaspersz the benefits of

ISO 9001: 2008 certificate are as follows (Gaspersz,

2012), (1) Improve customer trust and satisfaction;

(2) Improving the company's quality image and

competitiveness in entering the global market (3)

Improving quality and productivity through

cooperation, problem solving and good

communication, as well as consistent quality control;

(4) Increase quality awareness within the company;

(5) Provide systematic training to all company staff

through well-defined work procedures and

instructions.

International Workshop Agreement (IWA) 2

Quality management systems - Guidelines for the

application of ISO 9001:2000 in education to be an

indicator to measure the effectiveness of the

implementation of ISO 9001:2008 Quality

Management System, as follows (ISO, 2007),

(Caraman, et al., 2008); (El, et al., 2013), (Simon and

Honore, 2012); (Simon, et al., 2012) : (1) System

Development i.e. processes related to organizational

goals should be included during and after the

provision of educational services: among others:

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

486

educational design, curriculum development,

delivery of education, and assessment of learning; (2)

Management's responsibilities - top management

identifies educational services that meet customer

needs and expectations. Top management should

identify and demonstrate its commitment to

continuous improvement of educational services and

quality management systems; (3) Resource

management is the provision of educational services

where the organization should also ensure the

availability of resources for the effective functioning

of the quality management system, as well as

providing resources to improve customer satisfaction

by meeting customer expectations; (4) Educational

Service Realization The educational organization

should plan the various stages of educational services,

including design and development of teaching

methods, design, development, review and updating

of study plans and curricula, assessment of learning

and follow-up, support of service activities, resource

allocation, evaluation criteria, and improvement

procedures To achieve the desired result and: (5) The

analysis, measurement and enhancement of the

educational organization should determine the

customer's perception of the extent to which the

service education meets its expectations.

Based on the literature review described above, it

can be described the theoretical framework as

follows:

Figure 2: Theoretical framework.

Note: H*= There is influence of implementation of quality

management system ISO 9001:2008 on customer

satisfaction.

4 RESEARCH METHODOLOGY

This research used explanatory survey method. This

method is considered appropriate for this study to

gather factual information through questionnaires.

Respondents are 174 teachers of state vocational high

school in Bandung, West Java, Indonesia.

Descriptive statistics used the average score, is

used to obtain a description of the level of

respondents' perception about of implementation

quality management system ISO 9001:2008 and

customer satisfaction. Inferential statistics used

regression analysis to test the hypothesis.

5 RESULTS AND DISCUSSION

5.1 Customer Satisfaction

The average score of customer satisfaction is 3,65. It

showed the perception of respondents that customer

satisfaction is satisfied. Table 1 Customer

Satisfaction presents the average scores of each

indicator as the measure of teacher job satisfaction.

Table 1: Customer satisfaction.

Indicators

Average

Category

System Development

3,64

Effective

Management Responsibility

3,38

Effective

Resource Management

3,49

Effective

Realization of Education Services

3,58

Effective

Measurement, Improvement in

analysis and educational

organization

3,36

Effective

Average

3,49

Effective

Improve Customer Satisfaction through Implementation of Quality Management System ISO 9001:2008

487

The highest score is on the indicator of

educational service realization. This is demonstrated

by the quality management system ISO 9001:2008

has been implemented effectively with the

development of teaching methods, review and update

the study plans and curriculum, as well as learning

process has been done effectively. Measurement

indicators, improvements in the analysis of

educational organizations have the lowest average

score. These results show the ISO 9001:2008 quality

management system in the process of determining the

customer's perception of the extent to which the

education service meets its expectations through the

audit process has not been effectively implemented.

5.3 Influence of Implementation of

Quality Management System ISO

9001:2008 on Customer

Satisfaction

The regression equation showing the implementation

of ISO 9001: 2008 quality management system to

customer satisfaction is Ŷ = 38,918 +0,222 X.

Positive sign (+) shows the relationship between

variables running one way meaning the more

effective implementation of ISO 9001:2008 quality

management system, the higher Level of customer

satisfaction. Value of coefficient of determination

(R2) variable Implementation of SMM ISO 9001:

2008 to Customer Satisfaction is equal to 0,169 x

100% = 16,90%. So it can be concluded that the

determination of the variable Implementation of

SMM ISO 9001:2008 members explain the variable

customer satisfaction 16.90%. This figure indicates

that the variable of Customer Satisfaction is explained

by another factor of 83.10%.

6 CONCLUSIONS

Customer satisfaction has an important role to

improve the quality of education, because with the

customer satisfaction of the school will be able to

continue to increase customer satisfaction. Customer

satisfaction and process improvement have been

found to be the main reason for ISO 9001

implementation by most participating companies

(Customer satisfaction in question includes

reliability, responsiveness, Assurance, empathy and

tangible). Implementation of quality management

system become solution to increase customer

satisfaction, thus implementation of quality

management system of ISO 9001:2008 give positive

impact to increase of customer satisfaction.

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