Master’s Thesis
Deepak Shrestha 2010-06-19
Maintaining Quality of Information Technology
Service in an organization
Abstract
Optimized quality of IT services are those which need pre-analysis of users’
requirements, service provider’s capabilities as well as service specification and standardization. For any organization, maintaining of quality of IT service has become one of the key challenges which holds a significance importance to users’ satisfaction.
Thus, this research tries to explore and identify the key factors of service quality dimensions and its affect on Information Technology Service so that organization can understand and follow the possible way to maintain quality of IT service to satisfy its end users. To achieve ultimate target of this research, the relevant three literatures have been reviewed and then the concept structure has been proposed for the analysis. From the respective three literatures, service quality dimensions have been selected to be tested for quality practices in Information Technology Service Department in the United Nations Office on Drugs and Crimes (UNODC).A qualitative research approach has been used to get a better understanding of the issue. The empirical data has been gathered through the study of internal documents, five days of participant observations and in-depth structured interviews with three quality assurance staffs and one IT service user from UNODC. Data presentation and analysis have been done in accordance with the literatures framework and research questions. Finally, conclusion has been drawn by answering research questions based on the issues identified. The findings of the exploratory case study suggest that considering of dependability, prior requirement analysis, and functionality of IT product and services could be taken up to bring realistic, clear, and goal-oriented quality approach in the Information Technology Service which address users’
expectations. The quality dimensions and the gap identified in the research study provide an avenue to address the quality related difficulties that IT service organizations encounter while developing of IT services. This study is expected to create a significant contribution to the areas within a domain of service quality in Information Technology as well as in Information System and Information Management.
Keywords: Quality, Information Technology Services, User Satisfaction
Acknowledgement
First of all, I particularly would like to thank my family members and all associated candidates who have made this dissertation possible.
I would like to express my genuine heartfelt gratitude to my supervisor, Jaime Campos for his endless support and inspiration throughout the process of this research study. His regular advises, comments and guidance during research process made my dissertation much smoother.
Further, I would like to express my sincere thanks to Prof. Anita Mirijamdotter for her attention, guidance, insight, and support during the preparation of this thesis. My special thanks go to Jan Aidemark, Program Coordinator, for giving me diligent direction towards main focus of this thesis.
I sincerely express my gratitude to ITS Department, UNODC in the Vienna, Austria for giving me a great opportunity to conduct this research. I would like to thank all of the co- workers in Quality Assurance Team for good co-operation and happy working environment.
Finally, unforgettable thanks go to my all fellow colleagues for their extended support, encouragement, and suggestions.
Växjö, June 2010 Deepak Shrestha
Abbreviations
GoAML Government office Anti –Money Laundering System GoCASE Government Office Case Management System HTML Hypertext Markup Language
ICT Information Communication Technology IT Information Technology
ITS Information Technology Services PEN Pre-Export Notification System
ProFi Bi Programming and Financial Information System-Business Intelligence QAT Quality Assurance Team
Qn Question
SLA Service Level Agreement
UN United Nations
UNODC United Nations Office on Drugs and Crimes.
UNOV United Nation office at Vienna XML Extendible Markup Language
Table of Contents
Abstract ...II Acknowledgement ... III Abbreviations ... IV Table of Contents ...V
1.Introduction... 1
1.1. Background ... 1
1.2. Research Problem and Research Questions ... 2
1.3. Aims and Objectives ... 3
1.4. Topic Justification... 3
1.5. Scope and Limitation ... 4
1.6. Disposition ... 5
2.Literature Review and Citations ... 6
2.1. Choice of theory... 6
2.2. Definition of Quality... 6
2.3. Service Quality (SERVQUAL) Model by Parasuraman et al. (1988)... 7
2.4. Customer-Perceived Service Model by Grönroos (1983)... 10
2.5. The Service Gap Model by Zeithaml et al. (1990) ... 12
2.6. Related Research Reviews ... 15
3.Methodology ... 18
3.1. Knowledge Claim ... 18
3.2. Research Purpose ... 18
3.3. Research Approach ... 19
3.3.1. Quantitative Approach ... 19
3.3.2. Qualitative Approach ... 19
3.4. Research Strategy... 20
3.4.1. Case Study ... 20
3.5. Research Design... 21
3.6. Source of Data Collection ... 22
3.7. Data Analysis ... 24
3.8. Validity and Reliability... 24
3.9. Ethical Issues ... 26
4.Data Collection... 27
4.1. Documentation ... 27
4.1.1. Catalogue of Services Document... 27
4.1.2. Service Definition Document ... 28
4.1.3. Quality Assurance Strategy Document ... 28
4.2.1. Participant Observation: Day 1 ... 29
4.2.2. Participant Observation: Day 2 ... 29
4.2.3. Participant Observation: Day 3 ... 30
4.2.4. Participant Observation: Day 4 ... 31
4.2.5. Participant Observation: Day 5 ... 32
4.3. Interviews... 32
4.3.1. Interview with Quality Assurance Specialist ... 32
4.3.2. Interview with Quality Assurance Engineer ... 35
4.3.3. Interview with Quality Team Leader ... 37
4.3.4. Interview with IT Service User... 39
5.Analysis and Discussion ... 41
5.1. Analysis... 41
5.1.1. Service Quality Dimensions affecting Quality of IT services. ... 42
5.1.1.1. Summary of Analysis... 44
5.1.2. User Perceived Quality influencing Quality of IT Services. ... 44
5.1.2.1. Summary of Analysis... 45
5.1.3. User Expectation influencing Quality of IT Services. ... 46
5.1.3.1. Summary of Analysis... 48
5.2. Discussion ... 49
5.2.1. Service Quality Dimensions affecting Quality of IT services ... 50
5.2.2. User Perceived Quality influencing Quality of IT Services ... 50
5.2.3. User Expectation influencing Quality of IT Services ... 51
5.3. Related research reviews in relation to findings ... 52
5.4. Comparison with other uses of service quality in IT ... 53
6.Conclusion and Future Research ... 55
6.1. Summary of the Research Study... 55
6.2. Mapping Conclusion ... 55
6.3. Implications and recommendations ... 57
6.4. Contributions to research and practice... 58
6.5. Future Research ... 59
References... 60
Appendix-A ... 64
Appendix-B... 65
Appendix-C... 66
Appendix-D ... 69
Appendix-E ... 72
A. List of Figures
Figure 1: Customer Perceived Service Quality ... 11
Figure 2: Service Gap Model ... 13
Figure 3: Convergence of multiple sources of evidence ... 23
Figure 4: Maintaining a chain of evidence ... 24
Figure 5: Conclusion Framework ... 56
Figure 6: Organizational Structure of ITS/UNODC ... 72
B. List of Tables
Table 1: Service Quality Dimensions ... 7Table 2: Relevant Situation for different research strategies... 20
Table 3: Six Sources of Evidence: Strengths and Weaknesses ... 22
Table 4: Overall Framework for Data Analysis ... 41
Table 5: Analysis: Service Quality Dimensions affecting Quality of IT services... 44
Table 6: Analysis: User Perceived Quality influencing Quality of IT Services ... 45
Table 7: Analysis: User Expectation influencing Quality of IT Services... 48
Table 8: Framework for Discussion ... 49
Chapter: 1 Introduction
This chapter is an introduction to the research study. Firstly, background of research area is presented. This is followed by a research problem and research questions of the study where readers can understand the insight of research area .Aims and objectives of the study is presented. Topic of the study is briefly justified by presenting necessary arguments to the topic area, scope and limitation of the study is also discussed. At the end of this chapter, disposition of the study is presented.
1.1. Background
IT services include a set of services that are required for the day-to-day operation of the IT system. Subrahmanya (2004, p.3) claims that ‘IT services contain consulting automation and re-engineering of business process. They focus on the development and maintenance of internal applications for business enterprises’. IT services develop service oriented end to end solutions and manage of IT infrastructure.
Furthermore, IT services also focus on testing of services as well as implementation of enterprise applications. Producing IT services of high quality is crucial to the organization. Different Information Technology services are being executed and operated by the organization that should meet the end user’s needs. To maintain its entire standard, organizations establish quality strategies in different service development phases.
It is always questioned that how to maintain quality of IT services. Optimized quality of IT services are those which need pre-analysis of user’s requirements, service provider’s capabilities as well as service specification and standardization. According to Solomon et al. (2002, pp.757-768), ‘Quality has been described as conformance to requirements, while satisfaction has been defined as conformance to expectations. It is necessary to identify those factors that might result in poor project planning and control process that affect quality of the IT services’. The major concern of service oriented organizations focuses on maintaining of services standards by measuring service quality dimensions.
Qualities of IT services in those organizations need to be specified properly.
Manns and Coleman (1996) claim that IT services standards generally enable software applications to interoperate and speed up software development and delivery process by using appropriate tools and processes. These spectrums should enable better service management and visibility of IT assets by ensuring quality of IT products and services. It is important to note that the IT service productivity that can be influenced by the service quality metrics (Manns and Coleman, 1996).
1.2. Research Problem and Research Questions
This research is focused on the specific problems with the practice of IT service quality in the UNODC(United Nations Office on Drugs and Crimes).UNODC is a large non profit organization which includes various organizational departments. Information Technology Service (ITS) Department is responsible for maintaining quality of IT services within UNODC. Generally, in the quality assurance practice of IT services within the organization, the creation of realistic, clear, and goal-oriented quality approach is missing in maintaining Quality of IT services. Quality requirements and standardizations scope are lacking in the most projects. Analyzing the unique needs of every customer and keeping up with the timely change in requirements often results in setting unrealistic goals and failure in the timely delivery of the IT product or services.
To address above stated problem areas, it is important to identify the key service quality dimensions and other quality factors that can help to maintain IT service quality in organization so that end users can meet their expectations on IT services.
Parasuraman et al. (1988) proposed Service Quality model (SERVQUAL) to measure service quality which includes five dimensions such as tangible, responsiveness, reliability, assurance, and empathy. Grönroos (1983) developed User Perceived Quality model (Technical and Functional Quality) in which Technical Quality is related to service production process and relationship between service provider and end user. Functional Quality of the process is about delivered service. Zeithaml et al. (1990) proposed Service Gap Model which is focused on service quality as the relationship between the expectations about service quality and perceived quality by customers. These three literatures could give a clear idea about the research problem area. Thus, the specific research question of this study is:
How to maintain Quality of Information Technology Services in an organization?
Further, this question has been divided into three more literature specific research questions to answer the main research problem.
How do service quality dimensions affect quality of Information Technology Services in an organization?
How does functional and technical quality affect quality of Information Technology Service?
How is quality of Information Technology service affected by User’s Expectations?
Each research sub question is interconnected with main research question in order to answer the research problem. For instance, First research sub question is based on SERVQUAL model developed by Parasuraman et al. (1988) which seeks to answer how
IT services are affected by the quality dimensions. Main research question needs analysis of comprehensive solutions of first research sub question. Second sub research question is based on User Perceived Quality model proposed by Grönroos (1983) which outlines the affects of technical and functional quality in IT services. The solutions of this question also enhance the research main question. The third one is related with Gap model proposed by Zeithaml et al. (1990) which examines users’ expectation and its affect on quality of IT services. This sub question adds specific values to research main question by gathering possible solutions of the different gaps. Thus, the research main question is parallel with these sub research questions and they seek to facilitate main research question much smother to bring out desired research solutions.
1.3. Aims and Objectives
The main aim of this study is to investigate quality factors and its affects on Information Technology Services. This research explores and identifies the key factors of service quality dimensions and quality factors so that organization can maintain quality of IT service to satisfy its end users. It is proposed to ensure that the work is undertaken in accordance with these quality standards in organization. User satisfaction is the ultimate goal of every organization. Certainly, their might be some potential quality factors or determinants in order to enable it. So, this research carries the solutions that can overcome potential drawback in Information Technology Services practice. Furthermore, research also answers how standardization process, requirements can be evaluated and analysed through service quality model.
In order to achieve objectives of the study, it is necessary to 1. Identify whether service quality dimensions are planned, analyzed and evaluated. 2. Explore systematic analysis of potentiality, process, and result of quality dimensions. 3. Investigate quality factors and its affects on IT service development process.4.Examine other quality determinants so that they can directly affect on IT services and users satisfaction. Then, the objective of the study is to bring realistic, clear, and goal-oriented strategy in ‘Quality of IT service’
that can meet users’ expectations.
1.4. Topic Justification
‘It is always said that the ultimate target of producing quality services or products is to satisfy the end users. Quality of IT product or service can be directly related to customer’s satisfaction. To attain the required level of quality, certain quality standards for product or service must be specified. Several procedures and processes are followed to meet the specified and required standards. Besides achieving customers’ satisfaction organizations also target their competitive advantage in industry. To earn good-will and profitability in the industry, organization needs continuous quality improvement’ (Malik and Waqar, 2009, p.2).Quality improvement in Information Technology services can be
only possible through maintaining high level of quality service practice in organizations.
Quality aspect plays an important role during the IT service development process. In IT service, maintaining and assuring its quality is crucial. As stated by Boehm and Papaccio (1998), it is one of the most essential processes of software development; besides the development itself. The presence of Quality Management (QM) in service is essential and vital for organization. Quality Management is a process of ensuring that required level of quality is achieved not only in products but also quality in the process through which these products are produced. It involves defining some appropriate quality standards and procedures to ensure that these are followed. The aim should be to develop a ‘quality culture’ where achieving quality is seen as everyone’s responsibility. Quality assurance, quality planning, and quality control are the activities which are involved in quality management (Lewis, 2000).
Organizations have to demonstrate that their products meet the standards and effectiveness. There is considerable resistance on the part of some organizations to the whole concept of enabling internal strengths to obtain evidence that products or services do confirm service effectiveness. Organizations usually prefer to define their own standards are leave it to the end user to check whether and how these deviate from the published ones which the user is trying to use (Manns and Coleman, 1996).Technically, maintaining quality assurance in IT service is vital in all phases of software development process to achieve higher and required level of quality, in terms of product and process.
For assurance, there are numerous tools that are used. These tools include audits, inspection checklists, and metrics and automated code standard analyzers (NASA, 2009).
Thus, the research topic is formulated to carry comprehensive understanding of the influencing behavior of quality dimensions in maintaining quality of IT services and how service quality dimensions assure users’ satisfaction on perceived IT service. Further more, it also motivates to answer of how quality factors in IT services can be documented properly, and procedures are followed.
1.5. Scope and Limitation
Many researches have been conducted research on quality activities and its contemporary practice in an organization. They are mainly focused on traditional quality process and their activities. This research study is about mapping IT services through maintaining sound quality strategy and its relationship with users’ satisfaction. It is important to note that quality of IT services can be determined by service quality dimensions and quality improvement factors. In this research, it is necessary to define and analyze potential service quality dimensions in relation to Information Technology Service. To achieve entire IT service effectiveness in organization, we need to maintain and improve the efficiency and effectiveness of the management and utilization of the quality resources.
For continuous improvement, continuous evaluation and monitoring is required. Product
evaluation and process monitoring are the core responsibilities of quality resources during service development.
Certainly, most of the research projects may have various challenges; limitations may be in its execution phase. This research has limitation in time and resources.User participation is low for the interviews. Even though theories regarding Quality of IT services seem relatively old, they still exist in the quality fields. Quality assurance process is not easy to maintain, sometimes the process needs efficient factors to enable quality in IT services. Thus, limitation of this research is lack of describing potentials outcomes from process. Some data could not be accelerated and presented due to highly confidential and they are being used for only internal purpose.
1.6. Disposition
This research paper has been divided into six chapters. In the first chapter, the background of the selected research area is presented which is followed by a research problem area and research questions. Aims and objectives of thesis is mentioned, topic of thesis is justified by presenting necessary arguments to the topic area. Chapter one ends with scope and limitation of the research followed by the disposition of the thesis. In chapter two, theories and previous studies related to the research area have been presented. In chapter three, the methodology used in this thesis is discussed. In chapter four the empirical data has been presented that is collected during the data collection process. In chapter five, empirical findings are analysed and discussed. Finally, chapter six presents the conclusions and implications for future research.
Chapter: 2
Literature Review and Citations
This chapter reviews particular literatures and related models to address the research problem. To give a clear understanding in the research areas, three related theories and previous work are presented and discussed.
2.1. Choice of theory
Many literatures and related research works concerning IT service quality were reviewed during the preparation of this thesis. After the detailed review of these literatures, based upon the need of research area and research questions, this research study has followed and discussed particular three literatures: Service Quality model (SERVQUAL) developed by Parasuraman et al. (1988), User Perceived Quality model (Technical and Functional Quality) developed by Grönroos (1983) and Service Gap Model proposed by Zeithaml et al. (1990).
Although these three literatures were developed before two decades ago, they still exist and are used in the service industry. This research study combines these foremost literatures which are simple and useful for qualitatively exploring and assessing customers' service experiences and have been used widely by IT service delivery organizations. They are very efficient theories in helping an organization shape up their efforts in bridging the gap between perceived and expected service as well. Although there are several of published works in the marketing and retail sectors about its applicability, relatively little empirical work has been carried out in IT service sectors.Thus, in this section, these three literatures have been thoroughly described to give a clear idea about the research area.
2.2. Definition of Quality
The word ‘Quality’ is used in everyday speech to describe the degree of excellence of product or services (Manns and Coleman, 1996).They concluded that quality means pleasing customers. Customers-perceived quality is often defined as the relationship between the customer’s expectations of the service and his or her perception of the service received (Thomasson et al., 1994).They argue that quality is fulfilling expectations and needs those of the user, service provider. Thus, we can understand the term ‘Quality’ as a degree to which a component, system or process meets specified requirements and / or user needs and expectations.
The modern view of quality is given by Ince (1994). He argues that a high quality product/service is one which has associated with it a number of quality factors. These
could be described in the requirements specification; they could be cultured, in that they are normally associated with the artifact through familiarity of use and through the shared experience of users; or they could be quality factors which the developer regards as important but are not considered by the customer and hence not included in the requirements specification.
Assuring quality of IT service is essential. According to the British Standards, BS 4478, Quality Assurance is a part of quality management that focused on providing confidence that quality requirements will be fulfilled. It is an all the planned and systematic actions necessary to provide adequate confidence that a product or service will satisfy given requirements for quality. Further, ‘Quality assurance defines quality as the totality of features or characteristics of a product or services that bear on its ability to satisfy stated or implied needs’.
2.3. Service Quality (SERVQUAL) Model by Parasuraman et al. (1988)
According to Parasuraman et al. (1988, p.35) ‘Service Quality is determined by the differences between customer’s expectations of service provider’s performance and their evaluation of services they received.’ They developed the SERVQUAL model for measuring service quality, which includes five dimensions: tangible, responsiveness, reliability, assurance, and empathy.
Items of Service Quality Description
Tangible Physical facilities, equipment, and appearance of personnel Reliability Ability to perform the promised service dependably and
accurately
Responsiveness Willing to help customers and provide prompt services Assurance Knowledge and courtesy of employees and their ability to
inspire trust and confidence
Empathy Caring individualized attention the firm provides its customers
Table 1 : Service Quality Dimensions (Parasuraman et al. 1988)
SERVQUAL Dimension 1: TANGIBLE
Parasuraman et al. (1988) argue that ‘Tangible’ refers to the appearance of physical facilities; equipment, personnel and communication material. Solomon et al. (2002) claimed that the IT services should be appealing and good looking. We can think the examples of the tangibles factor are ‘has up-to-date equipment,’ ‘physical facilities are
visually appealing’ and ‘materials are visually appealing’ (Iwaarden and Wiele, 2002).
Further, they argue these aspects might be even more important in Information Technology activities such as online services as there is no face-to-face contact between the user and an employee. The visual aspects of the equipment (lets assume the web site) are the only visual contact between a user and an organization. Therefore, the need to have well functioning and good-looking web sites is paramount(Iwaarden and Wiele, 2002).It is seen that still there are a great number of users who expect good physical facilities within the Information Technology or the design and layout of the web site interface.
It is important to note that the visual aspects of Information Technology Services like in website of specific projects are also judged differently by the user of different age and mode of using the IT services. Let’s take an example of IT service: online project users forum created and provided by organization, while young people may be attracted by flashy graphics, sounds and a high-speed interface, older people do not want blinking texts that are hard to read or animations that distract from the use of the online service (Houtman, 2002). Although a number of online services offer users the opportunity to customize the web site to their needs, this customization process is mostly aimed at the content of the online service and not at the graphics, animations, and sounds (Iwaarden and Wiele, 2002).
SERVQUAL Dimension 2: RELIABILITY
Another important component of SERVQUAL model is ‘Reliability’. According to Parasuraman et al. (1988, p.36) ‘Reliability means ability to perform the promised service dependency and accurately. From this point of view IT services are reliable if they are right, useful, and dependable. Reliability involves consistency of performance and dependability. It means that the organization performs the IT service right the first time. It also means that the organization honors its promises. Specially, it involves the activities in IT services like accuracy in data presentation, keeping record correctly, performing the service at the designated time. Information Technology services are sensitive, thus should be reliable to users. Most of the quality activities perform required functions under stated conditions for a specified period of time or amount of operations to check the reliability of the IT services.
Other researcher argues some of the aspects in the reliability factor have to do with
“doing what is promised” and “doing it at the promised time” (Iwaarden and Wiele, 2002). Although many organizations seem to think that the major reason why users prefer the desired software is because of receipt of promised service by the organization. If users cannot trust an organization and their IT service to do what they ask, those users will be dissatisfied. Thus, ‘Reliability’ stands in high priority dimension of Information Technology services.
SERVQUAL Dimension 3: RESPONSIVENESS
Parasuraman et al. (1988) further explain third dimension ‘Responsiveness’ as the willingness and readiness to help users and to provide prompt services. It involves the timelines of services which means response users quickly, prompt and emergency services and so on. Further, Solomon et al. (2002) argue responsiveness in terms of Information Technology Services as the apparent readiness of the system to provide service, paying special attention to whether the system is prompt and tells when to expect service.
Here it is important to remark one of the aspects in the responsiveness factor is “gives prompt service” (Iwaarden and Wiele, 2002).They claim that the amount of time it takes to download a web page or content appears to be of great importance to the users of the Internet. Research in 1999 found that fewer than 10 percent of users leave a web site if page response time is kept below 7s. Iwaarden and Wiele (2002) further argue that however, when it rises above 8s, 30 percent of users leave. When delays exceed 12s, a staggering 70 percent of users leave a web site. It can be assumed that people expect web sites to be even quicker than in 1999 because of the technological advances. Thus, it is very important for organizations to have a prompt IT services to get success.
SERVQUAL Dimension 4: ASSURANCE
According to Parasuraman et al. (1988) the dimension ‘Assurance’ is about the knowledge and courtesy of employees and their ability to convey trust and confidence.
When we talk about it in terms of IT service, assurance refers to the knowledge and courtesy in the system and its ability to inspire trust, and in its safety. Actually, the assurance dimension includes competence to perform the service, politeness, and respect for the users and effective communication with the user.
Iwaarden and Wiele (2002) add their views on this dimension as one of the aspects in the assurance factor is ‘knowledge to answer questions.’ Users expect to find everything they want from IT services. For instance, in a bricks and mortar store, people feel comfortable with a limited inventory. In the field of IT services for example, the web portal of organization, users are not satisfied if they cannot find everything they want.
Generally, IT services provided by the organization have bound within a system that is able to generate and inspire the IT transaction trust and its entire safety concern. Users do not want share personal information if the system is unsecured. Assurance of service thus is important dimension for this model.
SERVQUAL Dimension 5: EMPATHY
Parasuraman et al. (1988) present the final component ‘Empathy’ is the provision of caring, individualized attention the system gives its customers including whether the interface medium gives individual attention, is a good means to communicate, and has convenient hours. This dimension is all about caring of individual or users. For example if organization releases its new version of project; it means users will enhance its all features. For this purpose system can know their feedback as well. Users’ final goal is to have fulfillment of their ultimate goal. So system makers should care their personal requirements. In the other word, IT service should have the specific needs of their users.
Parasuraman et al. (1988) claim that their service quality dimensions can be applied for identifying differences in the quality of services by distinguishing between the properties of a service. They concluded that the end user of service typically rely on experience properties when evaluating service quality.
Many other researchers have remarked on Parasuraman et al. (1988) service quality model. For example, Carman (1990) argues that while SERVQUAL generally showed good stability, its five dimensions were not always generic. Further, he claims the various dimensions can be different depending on the type of service industry. Carman remarks on Parasuraman et al. (1988)’s collection of expectation data after an end user actually uses the services. The most strong points noted by him that this should be done before using service even though this is rarely practical. Further, he states that even when this is done, expectations and perceptions showed little relationship to one another.
2.4. Customer-Perceived Service Model by Grönroos (1983)
Grönroos (1983) developed Customer-Perceived Service model which can be explained as the service quality is classified into ‘Technical Quality’ and ‘Functional Quality’.
Technical Quality is result related and dependent on what the users receive. This means that staff emphasizes internal clues such as the level of service process, the intensity of service knowledge and the intangible quality of service. Functional Quality is a process related and dependent on how the customer receives services. This means that staff provides substantial service content emphasizing external clues such as the friendliness of staff, designs of facility environment, and style and ambiance.
According to Grönroos (1983) both Technical and Functional Quality are filtered through the user‘s image of the organization. Further, he argues that in forming a full assessment of service quality, the user contrasts perceived quality with expected quality which in turn is affected by a number of factors. If the perceived quality corresponds to the expected quality, the user is satisfied (Grönroos, 1983). He claims that if user expectations are too great in relation to the perceived quality, the quality will not be satisfactory in the user’s eyes, even if it is classified as good by the service provider.
The following figure shows that how the total perceived quality is revealed on a spectrum between expected and perceived quality (Grönroos, 1983):
Figure 1: Customer Perceived Service Quality (Grönroos, 1983)
Technical Quality
As we have already discussed that Technical Quality is result related and dependent on what the user receive. In such type of quality, staffs emphasize internal clues such as the level of service process, the intensity of service knowledge and the intangible quality of service. In the service marketing term, as defined by (Grönroos, 1983), it concerns the products included in the service package such as technical solutions, machines, computer systems, expertise of the staffs and so on. Simply, let’s take simple example from real life service business activities, Technical Quality may relate to the food served to a guest in a restaurant, the operation performed by a surgeon, the transport of goods and services from one place to another, the loan a bank grants a person etc. These all examples are related to day to day activities. When we talk about IT services, Technical Quality concerns help desk service provided to the end users. System maintenance, system solutions to the end users, online service served to the end user all these are examples of technical quality in the IT service fields.
Functional Quality
As described by Grönroos (1983), ‘Functional Quality’ is a process related and dependent on how the customer receives services. Further, he argues that it is based on the attitudes and behavior of the organizations staff on accessibility, on the physical environments, on internal relations etc. He gives some example on it like the restaurant opening hours, doctor’s surgery hours. The behavior of a waiter, bus driver, or consultant as the representative of a service organization and how it affects relations with the customers is another aspect of functional quality. If the technical quality of the same service offered by different organizations is perceived as identical by the customer, then functional quality becomes a major competitive factor (Grönroos, 1983).
Above examples are related to the business motive service organizations. If we think about Functional Quality in the field of IT services, it is system and information process based and dependent on how the user receives the actual Information Technology Services from the service organizations. For example, organization recently developed carbon software that gives the message about weekly meetings going on or will be held on displayed in the TV screen or webpage of organization, it indicates that how users receives information and services from the service providers.
Grönroos (1983)’s customer-perceived service model thus shows that the user’s perceptions of quality, both technical and functional, is affected by the organization’s image. He states that a positive image may lead the customers to overlook certain quality faults, since he or she feels the shortcomings are temporary. The organization’s image may be affected by various public relations and organizational measures (Grönroos, 1983).Later, Grönroos (1988)expanded his research where perceived service quality is the disconfirmation between expected quality and experienced quality as mentioned in the figure, but the research scope is limited for Technical and Functional Quality.
2.5. The Service Gap Model by Zeithaml et al. (1990)
Service GAP model is one of the best strategic models for business organization which helps us to analyze quality management problem in business support services. This model is focused on service quality as the relationship between the expectations about service quality and perceived quality by customers (Zeithaml et al., 1990).Since the Service GAP model seems management guide to determine for the service quality problem and discovering appropriate ways to close the gaps, its role is significant in the field of service quality of Information Technology. Generally, the gaps can be described as:
Gap 1: Customer Expectations – Management Perceptions Gap
According to Zeithaml et al. (1990), Gap 1 is the gap between user’s expectations and those perceived by management to be user’s expectation. The management of
organization does not always understand how the service should be designed and what support or secondary services the user requires. It is also important to note that what features of service can meet consumer needs, and what levels of performance on those features are needed to deliver high quality service. Thus this gap expresses the theme as what the right quality for the user is. The gap between consumer expectations and management perceptions of those expectations will have an impact on the consumer’s evaluation of service quality (Zeithaml et al., 1990).
Figure 2: Service Gap Model (Adapted from Peppard and Ward, 2002, pp. 533)
Gap 2: Management Perceptions - Service Quality Specifications Gap
As claimed by Zeithaml et al. (1990), Gap 2 is the difference between the organization’s quality specifications and management perceptions of user expectations of the service and its quality. In an organization, we can see there are some constraints or hindrances which prevent service provider from delivering what the consumer expects in fact.
Organization often attempts to reduce costs, management places internal restrictions on how a service is to be performed, restrictions which deprive the staff of the opportunity to meet the user’s expectations of the services (Thomasson et al., 1994).
It is experienced from the numerous situations, knowledge of consumer expectations exist but the perceived means to deliver to expectations apparently do not. According to Thomasson et al. (1994, p.312) ‘Another reason for the gap established for a service is the absence of total management commitment to service quality. The gap between management perceptions and the firm’s service quality specifications will affect service quality from the consumer’s viewpoint’.
Gap 3: Service Quality Specifications - Service Delivery Gap
Gap 3 describes the gap between service quality specifications and service delivery. Even if the quality of the service is carefully specified in a company, the result in practice may be different from what was intended. Further more, there is no certainty of high quality service even though every firm had formal standards or specifications for maintaining service quality. Many researchers argue that service quality is difficult to standardize, since it is so often dependent on personal contact between the user and organizational staff (Thomasson et al., 1994). The reason behind the difficulty to standardize is due to the variability in employee performance in organizations. So, it is important to consider that the gap between service quality specifications and actual service delivery will affect service quality from the user’s view (Thomasson et al., 1994).
Gap 4: Service Delivery - External Communications Gap
As suggested by Zeithaml et al. (1990), this gap is between the service delivery and external communications. It is important not to promise the user more than the organization deliver (Thomasson et al., 1994).Sometimes media coverage and other communications by an organization can affect actual consumer expectations. Thus, the firm should not promise more in communications that it can deliver in reality to the user.
It is necessary to consider that promising more than can be delivered will raise initial expectations but lower perceptions of quality when the promises are not fulfilled.
Thomasson et al. (1994) further argue on this gap that at the same time, it is important for the organization to inform customers about the efforts being made to raise quality which would otherwise not be visible to the user. Thus the gap between actual service delivery and external communications about the service will affect service quality from a user’s perception.
Gap 5: Expected Service - Perceived Service Gap (or the Service Performance Gap) Gap 5 is the perceived service quality gap, the difference between expected and perceived service (Zeithaml et al., 1990), they further notify that the key to ensuring good service quality is meeting or exceeding what consumers expect from the service. Generally, it appears that judgments of high and low service quality depend on how users perceive the actual service performance in the context of what they expected. Zeithaml et al. (1990) further argue that the quality that a user perceives in a service is a function of the magnitude and direction of the gap between expected service and perceived service. Thus
the key to closing Gap 5 is to close Gap 1 through 4 and keep them closed or the gap is a function of the other four gaps i.e. Gap 5=f(gaps 1,2,3,4).
The gap model is basically customer oriented. Quality is realized by the user in a comparison between expected and perceived quality after the customers have received the services (Thomasson et al., 1994).Furthermore, they argue that gap model is also process-oriented in that it seeks the gaps that may arise in various parts of the co-service process, gaps which eventually affect the difference between the user’s expected and perceived quality, the final and most crucial gap.
2.6. Related Research Reviews
In this section, a state of the art done by few other researchers is explained to give an overall picture of this research domain, but for the purpose of this research study, above mentioned three theories are used. Related some previous researches, literatures, and researchers’ contribution are presented below.
Mitzler (2008) identified four different primary activities for assuring IT service quality and performance: Planning, Optimization, Control, and Management. Each activities has different task to be performed to assure IT service Quality and performance. Homburg
&Garbe (1999) identified three dimensions of service quality management as Structural Quality, Technical Quality, and Functional Quality. Where, Structural Quality is related to the providers of services also setting of that organization. Technical Quality is related to service production process and relationship between service provider and end user.
Functional Quality of the process is about delivered service. Functional Quality is placed on very high priority for technical services.
A quality dimension of Pitt et al. (1995) model is an extension of previously model presented by Delone and McLean (1992). Pitt et al. (1995)’s three dimensions include Information Quality, System Quality and Service Quality. Service Quality is extended quality for three quality dimensions. Assuring quality of these three dimensions definitely covers all quality aspects but it also can be recommended that if there would be the presence of Software Quality. As stated by Solomon et al. (2002, pp.757-768)
‘Information Quality is a function of the value of the output produced by a system as perceived by the user’. Information Quality generally contains two fundamental features:
Informativeness and Entertainment. Informativeness includes information accuracy, relevance, timeliness, convenience, and completeness. Entertainment involves whether the interface is entertaining, enjoyable, pleasing, fun, and exciting (Solomon et al., 2002, pp.757-768). ‘System Quality is second dimension of quality aspects that is a measure of the information processing system itself’. Solomon et al. (2002) further explain that these include resource utilization, reliability, response time, data accuracy completeness system flexibility, and ease of use. Further, they investigate Interactivity and Access for this model. Interactivity involves determining whether the system has quick feed back,
multiple alternatives and prediction able screen changes. Access is the availability of system when end users try to retrieve information.
According to Wadsworth et al. (1986), System Quality and Software Quality are important issues which have been addressed by software practitioners since the 1970’s.Ow and Yaacob (1996) claim that software system which do not meet the specified requirements and standards will result in a large amount of financial and business losses. Further, they have argued that software failure in critical application in the air traffic control system could result in loss of life.As claimed by Solomon et al.
(2002), Information and System Quality focus on the system and its outputs as products.
However, Service Quality is a different issue. Further, they argued that many services are consumed even as they are being produced. This makes it difficult to control and deliver consistent service.
Cronin and Taylor (1992) added that SERVPERF model that describes the performance of Service Quality, which is also called perceived value of Prassuraman’s SERVQUAL model. Cronin and Taylor’s philosophy in Service Quality performance measures that Service Quality can produce better results of reliability, validity, and predictive power than using SERVQUAL.
Further, service quality has been taken as the necessary antecedent things while improving customer satisfaction. Therefore, relevant researches have tended to study on how to improve customer satisfaction through effective service quality management in recent years (Tontini and Silveira, 2007).Furthermore, different research on related work has been proposed on IT service quality, For example, Solomon et al. (2002) examined quality and effectiveness in web based customer support systems. This study identified that information and system quality determine effectiveness while service quality has no impact. From the perspective of transaction process, Bauer et al. (2006) proposed eTransQual Model (including five quality aspects, namely, functionality/design, enjoyment, process, reliability, and responsiveness) to measure the quality of online shopping services. As to the quality of mobile communication services, Chae et al.
(2002) used connection quality, content quality, interaction quality, and contextual quality to measure the information quality of mobile networking services. Adels et al.
(1997) examined quality issues in global IT services and claimed that the quality problems that arise due to the globalization of business and the nature of global IT service requirements. Kim et al. (2004) also examined the service quality of mobile communication services in South Korea by call quality, value-added services, and customer support. Yang et al. (2005) used usability, usefulness of content, adequacy of information, accessibility, and interaction to measure user's perceived quality of information presenting web portals. Kuo(2003) argued IT and web service quality depend on scale of virtual community service quality ,email management ,customer service management, online quality, security and safety of information ,webpage design and so on.
Lawrence (1997) presented Quality of Services model that provides a recursive model applicable at any level of abstraction and encompasses concepts of real-time, dependability, and security. It provides ‘Quality’ determinants are based on the Quality of Service (QoS) attributes of timeliness, precision, and accuracy that can be used for system specification, instrumentation, and evaluation. This model leads to better engineering practice for information systems, facilitates compatibility, and provides a better basis for system assurance. IT service quality generally has been divided into two parts: Technical Quality and Functional Quality. Technical Quality contains software and System Quality whereas Functional Quality contains Total Quality Management, Service Quality, Role Quality, and Information Quality. The main area of this study is to describe the quality aspects of IT services. So it is also necessary to find out and describe the core literature related to the quality factors in IT services. This research is partly based on this literature. Where, the role of Technical and Functional Quality is analyzed as supportive tools for maintaining Quality of IT service in organization.
To sum up, above mentioned studies have focused on the quality of IT services, as it has been previously discussed that quality of IT services depend on various quality factors and dimensions presented in three theoretical frameworks, It is important to elaborate how previous research has been conducted on ‘Quality’ aspects for IT services. Mainly high level of quality in IT services result high degree of customer satisfaction. The only thing is to measure the overall service quality dimensions as well as the performance of the services.
Chapter: 3 Methodology
The purpose of this section is to demonstrate the reasons behind the choice of methodological tradition, approach, procedures, and tools for the collection and analysis of data). Type of knowledge claim, strategies of inquiry and methods of data collection and analysis that will be used in this research is described in this part.
3.1. Knowledge Claim
This research follows pragmatism philosophy as a knowledge claim. Roger (2006) argues that pragmatists consider practical consequences or real effects to be vital components of both meaning and truth. Further, Hoch (1996) claims that pragmatists do not find the correspondence between truth and practice but identify and describe the consequences of actions. Hart (2005, p.26) claims that ‘Pragmatists’ always think ‘How can I apply this in practice?’ They can see practical links between theory and a problem. They have a chance to try out applications and evaluate their effectiveness. He further explains that they can concentrate on practical issues facing real organizations and people. This research is focused on real world problem and identification of the factors affecting in quality of IT services in organization.
3.2. Research Purpose
As stated by Yin (2009, p.7), ‘Every research method can be used for all three purposes:
exploratory, descriptive, and explanatory’. ‘Exploratory’ is particularly important if researchers wish to clarify the potential problems. There are three ways of conducting exploratory research: a search of the literature, talking to experts in the subjects and conducting interviews. Studies of ‘Exploratory’ research are suitable when the relevant theory is unclear and hard to determine. ‘Exploratory’ research is used to get better understanding (Samouel et al., 2003).
‘Descriptive’ research is used when problem is structured. The methods used by the researchers often result on detailed and exact facts. The conclusion of the study is from a conclusive description of the examined aspects or variables. ‘Explanatory’ purpose of the research is to establish causal relationship between variables. This kind of research purpose studies a situation or a problem in order to explain the relationship between variables (Saunders et al., 2003).Further, Samouel et al. (2003) argued that ‘Explanatory’
studies are designed to test whether one event causes another.
Thus, this research follows Descriptive and Exploratory approach. Descriptive data has been collected through detail Participant Observations and Interviews and analyzed. The
main purpose of this research is to investigate the quality components that affect in the IT service in organization in relation to customer satisfaction. So, there are number of things describing quality factors within IT services. This research work is also ‘Exploratory’
since it explores the way of maintaining quality issues in IT services based on theories to develop better understanding about the research area.
3.3. Research Approach
Research methods can be classified in various ways. According to Creswell (2003), Research approach can be Quantitative Research, Qualitative Research, and Mixed Method.
3.3.1. Quantitative Approach
Quantitative Research Methods were originally developed in the natural sciences to study natural phenomena (Myers and Avison, 2002).They add, this method is well accepted in the social sciences include survey methods and experiment study. This research method is also referred to as hypothesis testing research. Creswell (2008) claims that quantitative research is a means for testing objective theories by examining the relationship among variables. These variables can be measured in the form of numeric patterns so that that can be analyzed using statistical procedures.
3.3.2. Qualitative Approach
Qualitative research methods were developed in the social sciences to enable researchers to study social and cultural phenomena. They are designed to help us understanding people and the social and cultural context within they live (Myers and Avison, 2002).
Creswell (2003) claims that qualitative research is means for exploring and understanding the meaning of individuals and groups ascribe to a social or human problem. Action method, case study, and ethnography are the examples of qualitative research method.
Data can be collected from direct observation, interviews, questionnaires, documents, and texts and so on.
After the analysis of two different research approaches, ‘Qualitative’ research approach is suitable for this research work. The research topic and specific problem area are more about theories rather than numeric and statistical data. Basically, the ultimate target of this research is to gain better understanding of relationship between quality aspects in IT service and end user satisfaction on IT service. Qualitative research is found more appropriate than other research approach. Furthermore, qualitative approach has been adopted as stated by Creswell (2003) that author will describe a research problem that can best be understood by exploring a concept or phenomenon. He further argues that the researcher collects open-ended, emerging data with the primary intent of developing themes from the data.
3.4. Research Strategy
Research Strategy is considered as a research plan of how researcher will go about answering the research questions that has been set by researcher. Yin (2009) identifies five different research strategies model in social sciences; they are: experiments, surveys, archival analysis, histories, and case studies. These five different research strategies are based on three conditions a) Form of research questions b) Requires control over behavioral events and c) Focuses on contemporary events. Which are presented in the table below (Yin, 2009, p.8):
Research Strategy
Form of Research Questions
Requires Control over Behavioral
Events?
Focuses on Contemporary
Events?
Experiments How, why Yes Yes
Survey Who, what, where,
how many, how much
No Yes
Archival Analysis Who, What, Where, how many, how much
No Yes/No
History How, Why No No
Case Study How ,Why No Yes
Table 2: Relevant Situation for different research strategies (Yin, 2009, p.8)
3.4.1. Case Study
The purpose of this research is to find out the way of maintaining quality of Information Technology Services in an organization. To give more emphasis on this research, case study is conducted within Quality Assurance Team , IT Services Department in the large non-profit organization (i.e. UNODC).Case study refers to the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves (Yin, 2009). ‘When we design research strategy, we need to consider three research conditions’ (Yin, 2009, p.8). First, the type of research questions, second, the control an investigator has over actual behavioral events and third, the focus on contemporary as opposed to historical phenomenon.
The reasons behind to choose case study research are depend on above stated three conditions. As claimed by Yin (2009, p.13), case studies are suitable when you have
‘How’ or ‘Why’ questions are being posed. Main research question of this study is ‘How to maintain quality of Information Technology Service in an organization? From this prospect, case study is appropriate. Yin (2009) suggests that in the case studies,
investigator should have little control over events. In some extent, it is appropriate since I participated for related task within some IT service projects in the UNODC. Further, Yin (2009) adds that case studies generally focus on a contemporary phenomenon within a real life context. Since the research area is real world problem and focus on contemporary phenomenon, case study is appropriate.
3.5. Research Design
Yin (2009) recommends following of the stages of case study. He has presented basic four case study process.1) Design the case study.2) Conduct the case study.3) Analyze the case study and 4) Develop the conclusions, recommendations, and implications.
Further Yin (2009, p.27) suggests that ‘five components’ of a research design are especially important for case studies:
1. A study’s questions, 2. Its propositions ,if any 3. Its unit of analysis
4. The logical linking the data to the propositions 5. The criteria for interpreting the findings
It is important to follow these five components of case study research design. This research keeps track of these components.
A study’s questions: This study has a main research question followed by three other sub questions.’ How to maintain quality of Information Technology Service in organization’?
Propositions: As stated by Yin (2009, p.28) ‘Each proposition directs attention to something that should be examined within the scope of study. Thus in research study, the propositions would be the service quality dimensions such as tangible, responsiveness, empathy, reliability and assurance and so on. They are examined in relation to user’s satisfaction to answer the research questions.
Unit of Analysis: This research is based on the assessment of service quality dimensions and its impact on IT services in UNODC (United Nations Office on Drugs and Crimes).
So, certainly the units of analysis are IT services department, quality assurance activities in the intra and internal departments, quality assurance staffs, IT service user.
The logical linking data to propositions: In this research, case study has been conducted and its evidences are gathered mainly through interviews and participation observation.
Since this research is based on qualitative approach, data from interviews are set in high priority that help to figure out research problem together describing theoretical perspectives for implementations of Quality dimension on IT services.
Criteria for interpreting a study’s findings: After linking necessary data to the proposition, it is tested whether these data and result match with the theories or not.
3.6. Source of Data Collection
Case study evidence can come from many sources; Yin (2009, p.101) presents ‘six source of evidence’: Documentation, Archival Records, Interviews, Direct Observation, Participant Observation, and Physical Artifacts. Their respective strengths and weaknesses are presented in given table 3. This research work collects empirical data from Interviews, Documentations, and Participant Observations.
Source of Evidence Strengths Weaknesses
Documentation -Stable, it can be reviewed repeatedly
-Unobtrusive-not created as a result of the case study
-Exact-contains exact names, references, and details of an event
-Broad coverage –Long span of time, many events, and many settings
-Retrievability-can be difficult to find
-Biased selectively, if collection is incomplete
-Reporting bias-
reflects(unknown)bias of author -Access-may be deliberately withheld
Archival Records -[Same as those for documentation]
-Precise and usually quantitative
-[Same as those for documentation]
-Accessibility due to privacy reasons
Interviews -Targeted-focuses directly on case study topics -Insightful-provides perceived causal inferences and explanations
-Bias due to poorly articulated questions
-Response bias
-Inaccuracies due to poor recall -Reflexivity-Interviewee gives what interviewer wants to hear
Direct Observation -Reality-covers events in real time -Contextual –covers context of ‘Case’
-Time –consuming -Selectivity-broad coverage difficult without a team of observers
-Reflexivity-event may proceed differently because it is being observed
-Cost –hours needed by human observer
Participant Observation -[Same as above for direct observations]
-Insightful into interpersonal behaviour and motives
-[Same as above for direct observations]
-Bias due to participants observer’s manipulation of events
Physical Artifacts -Insightful into cultural features -Insightful into technical operations
-Selectivity -Availability
Table 3: Six Sources of Evidence: Strengths and Weaknesses (Yin, 2009, p.102)
Documentation: As stated by Yin (2009, p.101), ‘Documentary information is likely to be relevant to every case study topic. This type of information can take many forms and should be the object of explicit data collection plans’. Some background information has been collected from the internet, administrative documents such as proposal, progress report, quality assurance plan, and other internal records.
Interviews: ‘One of the most important sources of case study information is the interview’ (Yin, 2009, p.106) because most case studies are about human affairs or behavioral events. There are two types of case study interview: in-depth interview and focused interview. In the first type of interview, we can ask respondents about the facts of matter as well as their opinion about events (Yin, 2009).Focused interview is for short period of time. Carefully designed questions are important for interview. Interview questions have been carefully designed to achieve exact answers.
Participant observation: Participant observation is a special mode of observation in which we are not merely a passive observer. This technique can be used in more everyday settings such as a large organization or informal small groups (Yin, 2009).Five days of participation observations are conducted in UNODC that contribute to the research objectives.
Case study is perfect if multiple sources of evidence are used. This research makes one concrete fact after converging all of them. Following figure 3 shows two forms of multiple source of evidence for instance convergence and non-convergence.
Figure 3: Convergence of multiple sources of evidence (Yin, 2009, p.117)
