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The purpose of this paper is to identify the “selling points” for Open University Malaysia (OUM) to be used in its marketing activities and the “critical points” that OUM should focus on for further improvements in providing its services to its students. These selling and critical points are derived from the analysis of the importance and satisfaction data collected from OUM’s postgraduate students.

This study employs a two-dimensional, i.e., Importance-Satisfaction Survey which consists of 47 items, categorized under eight dimensions. Items are phrased as positive statements and students are asked to indicate how important it is to them using a seven-point Likert scale ranging from not at all important (1) to very important (7). They are then asked to rate their level of satisfaction, using the same scale from very dissatisfied (1) to very satisfied (7). A total of 709 postgraduate students responses were used in this study. A multiple regression analysis was conducted to explain the relationship between the dependent variable, overall satisfaction and eight independent variables. The “selling points” and “critical points” are determined by combining the quadrant and gap analyses. The “selling point” items are the high-importance-high-satisfaction (HIHS) items with relatively small gap scores while the “critical points” are those in the high-importance-low-satisfaction and HIHS quadrants with relatively large gap scores.

The overall results of the Importance-Satisfaction Survey showed that the postgraduate students are generally satisfied with OUM’s programmes and services. The multiple regression analysis of all dimensions against overall satisfaction as the dependent variable showed that the five dimensions of facilitator, curriculum, faculty, support services and learning centre account for 75.7 per cent of the variation in overall satisfaction. The selling points include: the learning management system (MyVLE), online registration, course contents, modules and facilitators. The critical points include those related to facilitator interaction and feedback, students’ sense of connectedness with the faculty staff, timely responses to enquiries and complaints and accessibility to digital library and learning centre staff.

Importance-Satisfaction Surveys can be used to help an institution to identify the services and facilities that can be marketed and also those that need to be improved in order to better meet its students’ expectations.

While many similar studies had been conducted elsewhere, this study had identified the “selling points” and “critical points” which are unique to OUM. In addition, most previous studies were focused on conventional institutions, carried out in many different countries with differing learning environments and cultures.

Develops and presents Importance‐Satisfaction Analysis as a simple and highly pragmatic organizational diagnostic tool for both managers and consultants. Specifically, the importance‐performance framework presented in the marketing literature has been adapted for application in the management of human resource by changing the model′s external/strategic (the consumer and the product) orientation to an internal/operational (the employee and the job) focus. Uses data from a major national laboratory to illustrate step‐by‐step application of this methodology. Discusses practical advantages of the framework and implications for managers and consultants. Simplicity and ease of application, adaptability to various data collection techniques (questionnaires, interviews, group analysis, etc.), early identification of areas requiring action, priority‐based resource allocation implications, and modest cost are a few of the virtues of this managerial/consulting tool.

This study surveyed users and librarians who have been transforming libraries into a complex cultural space by reflecting the trends of the times, investigated and analyzed various status of complex cultural spaces, including perceptional differences among different groups and made an attempt to present a direction for the diversification of library's role.

This study analyzes the difference between the level of importance and the level of satisfaction for the operational style and use of complex cultural spaces, current status and use of programs and services of libraries as well as the perceptual difference between librarians and users. In order to do so, opinions were collected from librarians who operate complex cultural spaces and users who use the spaces.

First, the study compared to see if there is a difference between the preferred complex cultural space of libraries and the type of complex cultural space actually provided by libraries. Libraries do not only have data spaces but also made education space, performance space, exhibition space, rest space, community space and experience space available for users. Users were found to more frequently use exhibition space, performance space, rest space and education space among other spaces whereas the utilization rate of community space and experience space was identified to be significantly low. Second, this study also compared to see if there is a difference between users' preference for the type of programs operated by library's complex cultural spaces and the actual programs offered. The comparison of perceived differences between librarians who are the operators of the programs and users who participate in the programs is to compare and improve the consistency of supply and demand. As a result, it was found that the supply and demand for educational programs were most consistent, which would lead to higher participation rate and enhanced operational performance and satisfaction with libraries. Lastly, investigations were carried out to see whether there is a difference in the levels of importance and satisfaction for the operation of complex cultural spaces and perceptional difference between libraries and users. Comprehensively analyzing the results, in the first quadrant of “Keep the Good Work,” librarians showed a higher level of perception compared to users. In particular, librarians were found to have a different perception towards programs (contents) compared to users. Based on such results, a systematic program must be considered when planning for library programs in order to increase uses' satisfaction. In addition, in the second quadrant of “Concentrate Here,” with a high importance and low satisfaction, users showed a high level of importance for programs (contents) whereas libraries identified accessibility as a more important factor, indicating a big perceptional difference between users and librarians.

This study examines the differences between the opinions of operators who create complex cultural spaces and operate programs in the spaces and the opinions of users who participate in the spaces and programs, and it was found that no other studies in Korea and overseas have done the same yet. In addition, it carries a significant meaning in that it does not only investigate the perceptions towards importance and satisfaction, but also suggests improvement directions based on the perceptional differences between users and librarians. In other words, librarians who implement policies at actual sites seem to be able to reflect the results of this study and decide the operation direction of the library.

Users also participate in various services and programs that library's complex cultural spaces offer and enjoy their cultural life. It carries a significant meaning in that the study evaluates the importance-satisfaction of factors affecting the use of complex cultural spaces of libraries by examining perceptions of those users who actually have the experience of using library's complex cultural spaces when the number of libraries attempting to transform into a multicultural space increases. The study made an attempt to enrich the knowledge and understanding of users' visit/use of libraries, suggest improvement directions and factors to focus. Continuous efforts and additional studies must be made in order to vitalize library's complex cultural spaces and secure the position of a cultural facility as well as a communication space located at the heart of regional society.

This paper aims to empirically identify crucial international logistics policy enablers and to examine their impacts on logistics performance using survey data collected from 169 responding firms in Taiwan and 109 responding firms in the UK including logistics companies, freight forwarders, shipping companies, agencies and airline companies.

A multiple regression analysis is used as a method to empirically validate the research model.

Results indicate the five most important logistics policy enablers according to Taiwanese logistics firms are information technology system, inland transport linkage, simplifying the customs clearance procedures, ports and maritime transport and having a policy to ensure efficient service operation and multiplicity of services. In contrast, for the UK logistics firms, the five most important logistics policy enablers are telecommunications, information technology system, avoidance of unnecessary regulation, inland transport linkage and ports and maritime transport. Results also indicate that logistics policy dimensions in terms of regulation, integration, infrastructure and logistics education have a positive influence on firms’ logistics service quality and efficiency.

Theoretical and policy implications from the research findings on logistics policy between these two countries are discussed in this paper.

Meeting the patients' requirements as customers of the health care sector is crucially important as a social responsibility. According to the resource constraints, only an efficient utilisation of health services can provide that purpose. This study aims to develop a quantitative assessment framework for radiology centres as a vital section in healthcare to translate the patients' requirements into service quality specifications. This would help to achieve quality improvement by emphasising the voice of customers.

A literature review is conducted to specify the service quality criteria and the patients' requirements related to healthcare and hospitals. Based on the experts' opinions, these criteria and requirements are later customised for the radiology centres. Moreover, the requirements are categorised into five dimensions of SERVQUAL. The interrelations between service elements are also determined through expert group consensus using Pearson correlation. Afterwards, by applying the QFD method, the relations between the requirements and criteria are explored. Additionally, a customer satisfaction survey is executed in Tehran public hospitals to prioritise these requirements and provide an importance-satisfaction analysis.

Based on the result of the case study, service elements are prioritised for improvement, and practical suggestions are provided using the Delphi technique for quality improvement. In addition, a cause-and-effect diagram is presented to highlight the improvement area and provide enhancement suggestions.

This study is the first empirical attempt to benefit from the VOC in evaluating and enhancing the quality of service delivered to radiology patients. In doing so, the study applies a hybrid approach of QFD and SERVQUAL as well as other tools to highlight the improvement area and provide enhancement suggestions. The findings can be readily used by the practitioners.

This paper aims to measure the level of importance and satisfaction on a number of items in the day-to-day running of the halal parks in Malaysia and to rank a selected halal parks on the basis of a number of performance criteria.

An importance-performance analysis (IPA) approach was adopted to focus on the areas requiring remedial actions for the halal parks. Further, the HALMAS (the accredited halal parks) parks ranking criteria have been identified and the absolute measurement process of analytic hierarchy process (AHP) has been applied to complete the ranking exercise.

IPA surfaced 16 items that require remedial actions for successful operations of HALMAS parks; these are related to infrastructure, facilities, logistics, local support authorities and the role of halal develop corporation. On the other hand, there were seven criteria to rank the HALMAS parks.

Because of limited availability of data, the researchers could not rank all the 13 HALMAS parks in Malaysia rather only eight parks were evaluated.

The findings of the research were presented before the management of the parks and they shared their views that the findings gave them the clear road map of implementing improvement activities that will bring higher effectiveness in running the parks.

This is the pioneering attempt to rank HALMAS parks in Malaysia by applying a scientific method such as AHP. The type of application of a hybrid method (IPA and AHP) that is presented in the paper can also be extended to similar situations.

To achieve higher operating performance, many enterprises have implemented customer satisfaction (CS) activities. However, after collecting massive amounts of data, most enterprises still cannot make effective CS decisions. There are two factors involved in the difficulty in CS decisions. When collecting data, enterprises have trouble covering the wide scope of customer demands. Furthermore, it is difficult to prioritize the collected elements. The purpose of this article is therefore to modify the traditional quality function deployment (QFD) methodology and propose using “strategy value” as an effective decision basis for CS activities. The use of “strategy value” can strongly supplement the lack of “importance” and “performance” in the traditional analysis. A case study involving an enterprise's strategy decisions is used to analyze the proposed concepts and methodology. The results from this study will facilitate enterprises achieving more effective CS strategy decisions and generally increase the probability for CS success rates among enterprises.

Shipping courses contain much technical and specialist knowledge and present particular challenges for English medium instruction (EMI). This paper aims to investigate both student perceptions of the importance and satisfaction level of EMI in shipping courses in higher education in Taiwan and the perceptions of expert stakeholders through qualitative interviews.

Importance-performance analysis (IPA) is used to gather data on participants’ perceptions of what is (un)important and (un)satisfactory. Based on past studies, four dimensions with 20 items were developed and 121 effective questionnaires were collected. Further, qualitative interviews with expert stakeholders (n = 9) are undertaken to gather data to contextualize and complement the quantitative student data.

Findings show students attributed high importance but low satisfaction to items such as course learning objectives and students’ English level, and low importance and high satisfaction to items such as electronic teaching platform and relevance of subject to practice. Factor analysis and cluster analysis were used to divide samples into three groups. Qualitative interview results confirm many of the quantitative findings but also show where some quantitative findings require more attention or investment when delivering EMI programmes.

Questionnaire samples focus on university students. Other related field samples (e.g. EMI teachers, shipping teachers, English teachers, etc.) could be surveyed and compared in future studies. Qualitative interviews could also be expanded to other stakeholders such as government policymakers.

The findings of IPA in the shipping courses and the qualitative interviews can be used for both teaching design and implementation in related courses by university lecturers and other stakeholders (e.g. policy and decision-makers). Such approaches can enhance students’ learning motivation and teaching performance.

This paper provides important guidance and diagnosis for how to introduce English teaching in shipping courses. Related courses can be further applied in higher education to popularize and promote EMI teaching in shipping and related fields.

EMI has seldom been studied in the context of shipping courses in the past. This paper adopts IPA method and qualitative interviews to complement previous studies and address gaps in recent research. It is expected that the research findings could be adapted and applied in other fields.

Teachers have access to a growing range of online tools to support course delivery, but which ones are valued by students? Expectations and satisfaction are important constructs in the delivery of a service product, and how these constructs operate in a service environment, such as education where the student can also take on the role of the customer is unknown. This study focuses on the student perspective of online tools. The aim of this paper is to measure students' expectations and perceived importance of, and satisfaction with, a range of tools available in a virtual learning environment.

A quantitative survey (n=396) was conducted and descriptive measures and statistical analysis were produced.

Results show that the tools that enable instructors to communicate with students and vice versa are more important to students and more satisfying to them than tools that enable students to interact with each other. Also, business students appear to be different from non‐business students, with respect to desired communications tools.

The findings help us to understand business students' communication preference, which in turn helps teachers to create an educationally meaningful learning environment.

This work connects an established model for online interactions with students' expectations and level of satisfaction with tools that are currently being used in the online education environment.

This study aims to propose a safety marketing stimuli-response model to explain passengers’ safety behavior in the ferry services context.

Structural equation modeling was conducted to examine the impact of safety marketing stimuli on passengers’ safety awareness and behavior by using data obtained from a survey of 316 ferry passengers in Hong Kong.

The authors found that passengers’ perceptions of ferry safety marketing stimuli positively affected their safety awareness and safety awareness positively affected passengers’ safety behaviors. Specifically, they found that safety awareness played a mediating role in the relationship between ferry safety marketing stimuli and passengers’ safety behaviors.

The empirically validated scales can be adapted to practices of safety marketing, while providing helpful information for ferry operators to evaluate their efforts of safety marketing and implications for improvement.

According to the authors' knowledge, this study is one of the first attempts to fill this research gap by empirically validating and theoretically conceptualizing measures of safety marketing stimuli based on the marketing stimulus-response model.