Stakeholder-oriented service excellence: the case of Ajman Free Zone Authority of United Arab Emirates
Publication date: 29 July 2014
Abstract
Subject area
Business management, quality management, service quality and customer service in public sectors.
Study level/applicability
This case is most relevant to upper-level undergraduate business students taking quality management, strategy and service management courses. It is also relevant to practitioners working in similar positions. The case is based on primary and secondary data, and all materials mentioned were taken from real work environments.
Case overview
In contemporary competitive markets, all entities face a growing challenge to retain customers by satisfying them. In this case study of Ajman Free Zone Authority (AFZA), which is a public entity which was started in 1988 with the aim of boosting industrial development in Ajman, it is seen that the entity (AFZA) recognized a competitive advantage by improving service quality. However, AFZA focused on implementing various service quality improvement initiatives for not only customers, but also for other stakeholders as well (e.g. employees, strategic partners, suppliers and society). AFZA sought to understand stakeholders' needs, which led to service excellence. The purpose of this case is to highlight how AFZA differentiated itself by using initiatives that focused on disparate stakeholders to achieve customer satisfaction. The concepts of service quality (SERVQUAL), total quality management (TQM) and continuous improvement offer insights into how to improve organizational performance. It highlights how AFZA used Stakeholder Theory to identify and then collaborate with stakeholders to attain best service quality outcomes. The case study is developed using both secondary and primary sources.
Expected learning outcomes
After reading and analysing this case study, the student will be able to identify stakeholders in a service-based entity; apply Deming's Cycle or SERVQUAL to suggest improvement programmes; describe relationships among all stakeholders; and describe initiatives that contribute to service excellence.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Keywords
Acknowledgements
The authors thank Mahmood Al Hashemi, General Manager of AFZA; Hanan Al Braiky, Head of Strategic and Excellence Department, AFZA; Obaid Al Matrooshi, Head of the Investors Relation Department, AFZA; and Mohammed Jassem Al Ali, Head of Information Technology Department, AFZA, for their time, support and transparency.
Citation
Alhubaishi, H.S.H. and Ahmad, S.Z. (2014), "Stakeholder-oriented service excellence: the case of Ajman Free Zone Authority of United Arab Emirates", , Vol. 4 No. 3. https://doi.org/10.1108/EEMCS-06-2013-0118
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited