Factors Affecting Service Excellence in the Public Sector - Research Paper Example

FACTORS AFFECTING SERVICE EXCELLENCE IN THE PUBLIC SECTOR Name Institution Professor Course Date Chapter III: Methodology 3.0 Introduction In the modern context, most governments and institutions continue to face demands in the course of offering excellent service to the society members or consumers (Voon, 2011; Zairi, 2000; Costa, 2008; Mike, 1995; John et al, 2007; Amjad et al, 2013). Service excellence is one such demand, which the population expects government institutions to provide (PR, Newswire, 2011; Ruiz-Carrillo, 2005; Shahin, 2004; Thomas, 2012; Tripler, 2009). The main objective of the service excellence techniques and mechanisms in the diverse governmental institutions is to focus on improving the societal welfare while realizing improved satisfaction of the expectations and demands of the customers (Hulda et al, 2014; Arash et al, 2014; Chien et al, 2014; manu, 2013; Moss, 2007; Parasuraman, 1988). From this perspective, service excellence comes out as the epitome of superior service provision. The purpose of the study is to evaluate and investigate factors affecting service excellence in different government organizations or the essence of public sector. The objective of this section is to demonstrate the appropriate methodology in the course of understanding and investigating elements of the research. In the first aspect, the section focuses on provision of the research questions and objectives in the course of understanding different elements of the scope. In addition, the section of the study incorporates the research framework, which enables the research to offer the research model, objectives, questions, and hypotheses. The next section of the methodology concentrates on illustrating the research type prior to demonstration of the research philosophy, as well as approach. The study also considers incorporation of the research strategy and population prior to demonstration of the critical information concerning the research methods or instruments. Under the research methods and instruments, the section focuses on evaluating the questionnaire, design, question’s design, and structure of the document vital in the collection of substantial data concerning the research questions and objectives. The methodology also focuses on the administration of the questionnaire, as well as investigation of the essence of the pilot study prior to analysis of the data from the questionnaire. These are ideal in the determination of the reliability and validity of the questionnaire in the handling data collection. From this illustration, this section provides a critical overview of the data collection and analysis technique in accordance with the demands and expectations of the study with reference to the scope and research questions, as well as objectives. 3.1 Research Questions & Objectives Objectives i. The factors that have led to the current state of service provision in the UAE ii. Which of the factors have a negative or positive effect on the implementation of service excellence in the UAE iii. Government’s measures towards enhancing service provision to the citizenry and their perceived efficacy Research Questions i. RQ1: How does service excellence in the UAE context measure up to international standards? ii. RQ2: What are the perceptions of service excellence by users of government services? iii. RQ3: What kind of service quality does the public expect from the government in future? 3.2 Research Framework In the process of examining the essence of service excellence within the public sector, it is critical to focus on the existing and emerging theoretical concepts and models (Rui et al, 2007; Tor, 1988; Celik, 1999; Heather; 2011; Bjorn, 2010; Yu, 2012; Momna; 2014; Mark, 2014, Robert, 2011). This ensures that we have substantial understanding of the concept of service excellence and delivery under the influence of different governmental investigations. On the other hand, theoretical frameworks are ideal in the assessment of the expectations and objectives of the target audiences and service providers respectively (Sandy, 2011; Jiun-Sheng, 2011; Minjeong et al, 2011; Terje, 2011; Ruchan, 2007; Evangelos, 2006). In the course of executing this research, there were critical service excellence tools and models, which were ideal in understanding the concept of quality of services in accordance with demands and expectations of the target audiences. Some of these models or research frameworks include EFQM, SERVQUAL, Total Quality, Deming’s 14-elements Model, and Dubai Model, which were critical in understanding the issue of service excellence by business entities and institutions within the public sector (Li-Wei, 2011, Jiun-Sheng, 2011; Josip, 2011; Riadh, 2008; Jari, 2010; Timothy et al, 2007; Jochen et al, 2008). These attributes are essential to the formulation and testing of the hypotheses in the current research context (Joao, 2011; Sanjaya, 2011; Nimit, 2007; Jamie, 2011). 3.2.1 The Research Model 3.2.2 Research Objectives vs. Questions and Hypotheses The first research question focuses on illustrating diverse factors in relation to service provision in the case of UAE with reference to the public sector. In the course of assessing this research question, the study focused on testing the following hypothesis. H1: Satisfaction, quality, societal welfare, expectations of the citizens, and objectives of the governmental institutions are some of the critical factors affecting the provision and delivery of services within the public sector of UAE. The second research question of the study concentrates on the perceptions of the service excellence by the users or consumers of the government services. In the course of handling the research question and objective, the study focused on testing the following hypothesis. H2: Users or consumers of government services believe on quality and satisfaction in demonstrating the concept of service excellence within the government platforms or institutions. The third research question and objective focuses on the type of service quality in relation to expectations of the consumers or citizens. In the course of handling objective and research question, the study focused on testing the following research hypothesis. H3: Customers perceive quality services and service excellence as those with the ability to meet their expectations and satisfy their needs in attempts to improve their living conditions in diverse locations or nations across the globe. 3.2.3 Research Type In relation to the objectives and research questions, the study focused on utilization of the descriptive and explanatory research types. In the first instance, the study is descriptive research because it focuses on describing diverse factors, which are vital in affecting service excellence in the modern governmental institutions (Martyn, 2007; Blaikie, 2006; Bazeley, 2007; Bird, 2006). In addition, the study focuses on describing the existing and emerging theoretical perceptions in relation to assessment of service excellence in the government or public sector. The study also describes mechanisms through which government institutions can improve the delivery of services and products to the consumers in the modern contexts. On the other hand, the study is explanatory because it focuses on explaining the relationships between institutional expectations and demands of the customers with reference to citizens exploiting the resources or services from the government institutions (Bird, 2008; Bergmann, 2004; Boniface, 2000). The study focuses on exploring diverse factors affecting the provision of quality services in the course of handling the demands and expectations of the customers in diverse nations across the globe. These attributes are critical in understanding the ability of the study to examine the research questions and aims to provide the perfect platform for effective analysis and assessment of the existing and emerging theoretical frameworks in investigating service excellence in the public sector (Brewer et al, 2004; Brown, 2004; Brookhart, 2003). 3.3 Research Philosophy & Approach It is critical for the study to determine the philosophical platform prior to construction of the research design. The choice of research paradigm or theory has diverse assumptions and implications, which are ideal in the determination of mechanisms towards execution of the research and specific data collection mechanisms. There are two critical approaches and philosophies in relation to execution of the research: positivism and phenomenological, which are essential in execution of different things (Brown, 2006; Brown, 2007, Brown, 2008). The preference depends on the research objectives and questions. In addition, the choice of philosophical approach depends on the current knowledge about the scope of the study, as well as the personal experience of the study. According to the research questions and objectives, the purpose of the study is to examine diverse factors affecting the essence of service excellence among public institutions or governmental organizations (Brown, 2009; Brown, 2007; Brown et al, 2009). From this perspective, it is ideal to adopt and implement both positivism and phenomenological research approaches in the execution and adoption of the study. The nature of the research questions and objectives demands adoption and implementation of both qualitative and quantitative research methods to facilitate investigation of RQ1, RQ2, and RQ3, which are critical in the determination of factors affecting the service excellence in the public sector. The usage of two research methods has become more common in the recent years because of the ability of both qualitative and quantitative research mechanisms to improve the accuracy of the data of the study while strengthening the research strategy (Bryman, 2008; Coffey, 1996; Cutler, 1988). On the other hand, the usage of one method is more vulnerable to errors in relation to the particular research method in comparison to the usage of the mixed research methods. 3.4 Research Strategy There are diverse research strategies in the collection of data. Some of the research strategies include case study, experiment, grounded theory, archival research, action research, survey, and ethnography. These strategies are applicable for descriptive, explanatory, and exploratory research during the analysis and collection of data. In the course of choosing the research strategies, it is critical to assess the research objectives, research questions, research philosophy approach, existing form of knowledge, and the time or source of the available data (Daving, 2009; Day, 2008; Dodd et al, 2009). Since the questions, and objectives focus on questions such as ‘what’, ‘how’, and ‘why’, it was vital for the research or study to incorporate a survey approach, which was essential in the execution of interviews and administration of questionnaires as research instruments. Moreover, the study concentrates on implementation of the mixed philosophical paradigm with reference to qualitative and quantitative approaches. Qualitative approach is the main or dominant approach while qualitative approach is the secondary or supplementary approach, with the combination use in data analysis stage. From this perspective, it is vital for the study to consider the usage of survey as the strategy for the collection of substantial data in accordance with the questions in the interview and questionnaire research instruments. Another justification of the research strategy is the ability of the survey to enable the study to collect qualitative research through the usage of interviews and quantitative data via administration of the research questionnaires in accordance with the objectives and research questions. The usage of survey is vital in the collection of data through oral and written questioning, thus the essence of interviews and administration of questionnaires. Some of the advantages of the survey include efficiency in collection of large amount of data from large groups in a short time, easy understanding, and collection of both qualitative and quantitative data. On the other hand, there are diverse shortcomings in relation to adoption and implementation of this research strategy (Esler, 2008; Fontana, 2000; Harris, 2009). Some of these negative implications include the potentiality of low response rate, increased risk of biasness, and inability of the research to detect any misunderstandings of or ambiguities in the survey questions, particularly under the influence of the questionnaires. 3.4.1 Research Population Ten government departments will be vital for inclusion in the research. They will include departments drawn from the ministries of education and scientific research, social affairs, education, health, labor, justice, energy and environment and water. The internal and external customers will be included in the survey. From the ten government departments, 1200 random emails – with the assistance from e-government random emails – from members of the public who have had a service encounter in the various departments in the last six months will qualify for inclusion in the survey. The suitability of the population size depends on different factors such as quantitative/qualitative research method, expectations of the response rate, nature of the population under examination, number of variables under investigation, and accuracy of the research. 3.5 Research Methods/Instruments The research used mixed methods. This follows Clark’s (2005, cited by Molina-Azorin & Cameron 2010, p. 343) definition that mixed methods research is considered as research that involves the use of both quantitative and quantitative data collection as well as data analysis within one study. Although using mixed methods in research is not easy because of the processes in involved and the slow process at which the research can be conducted, it has several benefits. These include the fact that the application of qualitative and quantitative approaches in combination may offer a better understanding of the research problem and other complex phenomena related to the research (Molina-Azorin & Cameron 2010, p. 343). The research thus adopts the use of both questionnaires (for quantitative data) and interviews (for qualitative data). 3.5.1 The Questionnaire Self-completion questionnaires have been described as cheap and useful in a survey where “people are dispersed over a wide geographical area, where travelling demands on the interviewed would be excessive” (Phellas, Bloch, & Seale 2011, p. 197). Additionally, using such questionnaires reduces biasing errors since the interviewer and the respondent do not usually meet in case of web-questionnaires. They also provide anonymity to respondents, making them more comfortable in answering questions that they would otherwise hesitate to answer on a one-on-one interview (Phellas et al. 2011). This implies that the reliability of responses is high when questionnaires are used. Questionnaires, however, have some negatives, which include low response rates, they need to be short for purposes of enhancing comprehension by respondents, and the researcher has no control over who responds to the questions. In addition, in case of emailed questionnaires, they may not reach all targeted respondents in good time, especially those who have poor email habits (e.g. those who do not check their emails regularly). The above negatives notwithstanding, the proposed research focused on administration of questionnaires, which will be a modified version of Parasuraman, Zeithaml, and Berry’s (1988) SERVQUAL instrument. The questionnaires were sent by email to randomly selected respondents. Instead of the Parasuraman et al.’s (1988) seven-point scale however, the questionnaire will have a four-point scale, which will make it easier for respondents to fill, and will also make the analysis simpler. 3.5.1.1 Questionnaire Design The most important aspect of the questionnaire design is how to ensure that the data collection by administration of the questionnaire will answer the research questions in accordance with the research objectives (Reams, 2008; Lai, 2008; Lankshear, 2004; Marton, 2005; Yin, 2009; MacNaughton, 2001; Mruck, 2003). From this perspective, careful design of the questionnaire reflecting on the research questions and objectives is critical in the collection of the right data while answering the appropriate research questions. In addition, the design of the questionnaire ensures that the questions are easy and clearer enough for improved understanding of the respondents while seeking to offer appropriate answers to the questions. In the execution of this research, the design of the questionnaire focuses on considering some essential factors with reference to the purpose of the study, research questions, existing literature on service excellence, characteristics of the respondents, and the expectations in relation to the response rate. The formation of the questions on factors affecting the essence of service excellence emanates from the theoretical perceptions on service delivery by the public institution (Mruck, 2003; Harrison, 2001; Etherington, 2004; Ortilipp, 2008; Davies, 2003). The questionnaire design in this context focuses on the generation of easy and clear questions under the influence of appropriate language and wording, which are simple and understandable with the intention of securing a high response rate from the target audience. The questionnaire design will be similar for the research population with the intention of enhancing authenticity and credibility of the study in accordance with the existing research questions and objectives. The rationale in the development of the similar research questionnaires is to consider opinions of the diverse groups within the governmental institutions in accordance with the scope of the study. 3.5.1.2 The Questions’ Design In the course of obtaining quality information from the respondents, the questions in the questionnaire will incorporate open-ended and closed questions. The open-ended questions will enable respondents to have the adequate freedom to express their perceptions and answer the questions in accordance to their preferences. In addition, open-ended questions are ideal for the exploratory research, since the research is not sure about the response, as well as in pursuit of much information from the respondents. From this perspective, open-ended questions are more in the execution of in-depth and semi-structured interviews in the collection of qualitative data. On the other have, integration of the closed questions is vital in asking the respondents to choose their answers from the provided list by the research questionnaire. This approach focuses on the achievement of the effectiveness and efficiency in the collection of appropriate data. The emphasis on the closed questions is to achieve careful preparation of the questionnaires prior to introduction to respondents in a clear and meaningful approach (Boden, 2005; Bodgan, 2003). The closed questions will ensure that respondents have the opportunity to explain their answers or choices. In this context, the questionnaire will focus on the usage of the nominal, ordinal, ratio, and Likert scale to express the essence of the closed questions in the collection of adequate and appropriate data. Some of the benefits in association with the closed questions include opportunity to answer questions quickly, provision of the platform for easy analysis, obtaining specific information, and efficiency in the collection of the appropriate data. On the other hand, there are different disadvantages of the usage of the closed questions. Some of these shortcomings relate to high expectation of biasness, inability of the respondents to make additional comments important to the scope of the study, and lack of depth, as well as variety in relation to the data from the administration of the questions (Boston, 2004, Bunce, 2008; Charmaz, 2006; Creswell, 1998; Denzin, 2000). The current study focuses on the usage of both closed and open-ended questions in the collection of data under the influence of the ordinal, nominal, and interval scale. 3.5.1.3 Structure of the Questionnaire There are critical standards, as well as principles in the creation of the structure of the questionnaire, which are vital in the administration of personal or mail research instruments. In the development of the self-administered questionnaires, there is need to integrate a cover letter aiming to introduce the research topic and researcher to the respondents with the intention of eliminating any suspicions and distrust the target audience might have about the research process. In addition, the approach is critical in encouraging respondents to participate in the research process while answering the questions under the assurance of secrecy and confidentiality (Stake, 2005). The cover later is vital in the illustration of the objectives of the study and general instructions informing the participants about the voluntary research participation and provision of the contact number or address in case respondents have diverse questions (Richard, 2003). In the current research context, the study will focus on the development and implementation of the cover letter to encourage the respondents to participate in the study following their understanding of the research objectives and questions, as well as other diverse instructions in accordance with the close and open-ended questions. The body structure of the questionnaire focuses on addressing the three critical research questions with the purpose of handling the scope of the study effectively and efficiently. The first part or section of the study will focus on evaluation of the personal information concerning the voluntary respondents from the government institutions or public sector. The second part of the study focused on addressing aspects of RQ1 in accordance with the relevant objectives. The third and fourth sections of the study focused on incorporating aspects and facets of the second and third research questions under the influence of the Likert scale. These attributes are critical in the determination of the factors of the study in relation to the essence of service excellence in the diverse public institutions. 3.5.1.4 The Pilot Study In the process of ensuring that the research instruments can execute the job for which they are designed, it was critical for the study to pilot all questions while ordering the questions and categories, as well as scales. The purpose of the pilot test is to improve the questionnaire in ways to enable respondents to address the questions with minimal problems or issues. In addition, the pilot test was vital in assessing the reliability and validity of the study. The first draft of the current questionnaire was tested within the learning institution following intensive discussion by the supervisory team and integration of the wording and questions’ amendments (Fraenkel, 2006). The amendments focused on translation of the research instruments and questions into Arabic language for effectiveness and efficiency in the determination of the validity and reliability of the study. The essence of translation was critical in ensuring that the potential respondents had the perfect opportunity and platform to answer the questions effectively and efficiently in accordance with the objectives and scope of the study. The pilot test focused on administration of about 20 questionnaires to the students taking management and relevant courses within the institution. In the course of administering these first draft questionnaires, the study focused on asking the students to offer their opinions and perceptions in relation to clarity and presentation of the questions, as well as the logic concerning the order of the questions. Furthermore, the process focused on refining unclear questions with the intention of generating a simple and clear questionnaire for the collection of data. 3.5.1.5 The Questionnaire Administration The main objective of the administration of the questionnaire is the need to achieve a high response rate. The study focused on personal distribution of the questionnaires to the voluntary respondents for a later collection date with the intention of securing a high response rate. The study and research process focused on exploitation of personal relationships in the course of achieving ease access and high response rate among the research population. For the participating companies, the study focused on utilization of the departmental heads and managers to secure high response rate during the administration of the questionnaires to address diverse objectives and research questions. The delivery and collection for the questionnaires took over one month, thus the provision of substantial duration for the respondents to tackle each part of the research instrument effectively and appropriately. 3.5.1.6 Analysis of Data from the Questionnaire The purpose of the study is to collect quantitative data in relation to the relation to investigation of the factors affecting service excellence within the public sector. In the course of analyzing the data, the study focused on incorporation of diverse quantitative analysis techniques. One of the crucial data analysis techniques was the usage of the Chi-square test in the determination of the significance of differences between the collected data and expected information in relation to factors affecting service excellence within the public sector (Neuman, 2003). The study also focused on the usage of the t-test technique in the assessment of the level of significance, which is critical in the investigation of the ability of the existing factors to influence service excellence within the public sector. The approach is vital in the development of theoretical models and perspectives in relation to the research questions and objectives. The study also focused in incorporation of the frequency of data distribution through measures of central tendency. Measurement of central tendency and dispersion are vital in the provision of the feeling for data, as well as how participants respond to questionnaire items. The measurement of the central tendency is vital in the analysis and interpretation of data in relation to the characteristics of the service excellence within the public sector. The central tendency measure is critical in the assessment of continuous data from the interval scales while minimization the skewed results. Some of the aspects of the central tendency measures include media, standard deviation, mean, and variance. These quantitative analysis techniques were critical in the development and implementation of regression analysis. 3.5.1.7 Reliability of the Questionnaire Reliability (reproducibility) refers to the assessment of the ability of the questionnaire to perform consistently. From this perspective, reliability refers to the essence of consistency or repeatability of the measure. This is critical if the measure is an on-going process in the investigation of change. In the course of developing and administering the questionnaire, the research process focused on exploitation of the three ways of examining reliability. In the first instance, the study focused on the examination of the questionnaire’s test-retest reliability. This refers to the ability of the questionnaire to yield similar result following administration to the same individual on two different occasions (Neuman, 2003). The achievement of the more reliability of the questionnaire relates to the ability of the research to acquire high correlation between the results following administration of the questionnaire on the two different occasions. In the course of this approach, it is critical to investigate and consider the interval between the administrations of the questionnaires on the two occasions. Short interval confounds the results because the subject responds from memory. On the other hand, long intervals might contribute to changing of the attribute, which might be evident in the correlation rather than the essence of poor reliability of the research instrument. The study focused on incorporating a second method in the examination of the reliability of the research instrument. This is through evaluation or investigation of the inter-observer reliability. This is through evaluation or assessment of the same subject by two interviewers under the influence of the same questionnaire. The findings of the assessment were able to reflect on the existing correlation with the purpose of demonstrating that the questionnaire has good inter-observer reliability (Neuman, 2003). These attributes were critical in the improvement of the authenticity and credibility of the findings of the study in accordance with the research questions and objectives. The third option in the determination of the reliability of the research instruments was critical in the assessment of the ability of the questionnaire to reproduce substantial data across the research population. This is through examination of the consistency within the questionnaire. The approach focused on evaluation or investigation of the degree to which the subject is able to answer similar questions in a similar manner (Neuman, 2003). In the course of determining this level of reliability, the research process focused on the administration of the two equivalent forms of a questionnaire at the same time to a subject. The method is rarely applicable because of the difficulty in formulation of or finding two equivalent questionnaires in the course of evaluating or assessing diverse research questions and objectives. The study was also capable of incorporating a more feasible method for testing the consistency of homogeneous questionnaire, which was the split-half method. These elements were essential in determination of the reliability of the questionnaires to collect valuable data prior to assessment and analysis of the information to facilitate development and construction of different framework. In addition, reliability of the study was critical in improving the authenticity of the data while eliminating biasness of the researcher during the collection and analysis of the study. 3.5.1.7 Validity of the Questionnaire Validity means assessment of the ability of the questionnaire to measure what it intends to measure in the course of collecting data (Neuman, 2003). This is vital in improving the authority and authenticity of the research instruments in the collection of data in accordance with the research objectives and goals. In addition, validity is critical in ensuring that the questionnaire adheres to the scope of the study while enhancing the effectiveness and efficiency of the collection method prior to analysis of data. The development and implementation of the questionnaire were vital in passing diverse validity tests in the course of collecting data in accordance with the research questions and objectives. In the first instance, it is essential to note that the design of the questionnaire passed the content validity test (Neuman, 2003). This is through ensuring that the research instrument covers the domain adequately and efficiently, thus the essence of the content validity. The questionnaire questions the attributes in relation to the research questions and objectives sufficiently. Inadequate content validity contributes to biased results in case the questionnaire design generates a single score in the measurement of the attributes of the study. In addition, the development and implementation or administration of the study was vital in accomplishing the face validity test. Face validity refers to the appearance of the questionnaire. From this perspective, the design and administration of the questionnaire focused on adhering to professionalism. Since the questionnaires were professionally looking, they were able to elicit serious responses concerning the research questions and objectives. The achievement of face validity is vital for the positive implications in relation to pretest and the final product. The questionnaires were also effective and efficient in measuring what they purport to measure. In the course of determining this validity test, there was need to check the responses on the questionnaire being developed against an external criterion, which is a direct and independent measure of what the research instrument is supposed to measure. This approach or criterion validity is critical in the improvement of the objectivity of the research instruments in the course of collecting valuable data prior to extensive analysis of the available information. The administration and development of the questionnaire focused on the construct validity, which refers to the extent to which the questionnaire conforms to the existing ideas, as well as hypotheses concerning the concepts or variables under critical investigation by the research tools and techniques (Neuman, 2003). Construct validity is the greatest source of challenge in relation to the development or designing of the questionnaires. In the course of establishing construct validity in the development and administration of the questionnaires, it was critical to ask other questions measuring a variable in relation to the research concepts. From this perspective, it was ideal for the study to focus on incorporation of the essence of creativity and logic in the establishment of the construct validity. It is critical to note that validity tests are critical in the improvement of the authenticity and credibility of the study prior to formulation and construction of the existing and emerging theories from the data. In addition, validity tests contribute through elimination or minimization of biases and errors in the collection and analysis of data in the process of facilitating effective and efficient presentation. On the other hand, omission of validity test is inadequate in the generation of appropriate findings while investigating the research questions and scope. 3.6 Conclusion The study focused on integration of both qualitative and quantitative research methods in the course of assessing the research questions and objectives. In addition, the study focused on utilization of interviews and questionnaires in the collection of qualitative and quantitative data respectively in accordance with the research questions and objectives. These research techniques and methodology are critical in improving effectiveness and efficiency in the collection and analysis of data prior to development of diverse frameworks and assessment of the phenomenon with reference to service excellence. Read More