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A Critical Assessment of Quality Assurance Practices in Mobile
Telecommunication and Business Performance
Rohail Hassan*
, Department of Management and Humanities, Universiti Teknologi PETRONAS
32610 Bandar Seri Iskandar, Perak Darul Ridzuan, Malaysia. E-mail: rohail.hassan39@gmail.com
Manmeet Mahinderjit-Singh, School of Computer Sciences, Universiti Sains Malaysia, 11800 Pulau
Pinang, Malaysia. E-mail: manmeet@usm.my
Agnes Paulus Jidwin, Universiti Teknologi MARA (UiTM), Malaysia. E-mail: agnes.pj@gmail.com
Jamshed Hasan, Institute of Quality & Technology Management, University of the Punjab, Lahore,
Pakistan. E-mail: jimmyjutt39@hotmail.com
Abstract
This research paper describes a case study of a Mobile Telecom Company that support quality
assurance practices to achieve the competitive market challenges. This framework is based on the
Malcolm Baldridge National Quality Award to measure the extent for assessing organizational
performance. The objectives of this research study are to determine the situation of market
competition in providing efficient and effective services for achieving continuous improvement and
business performance excellence. All the data is gathered from a mobile telecom company of 102
employees. After analyzing the data, correlation results are positive and this demonstrates that the
performance of the organization is improved significantly. Based on the results, it can also be
concluded that the goals can be achieved completely by implementing quality assurance practices that
are based on the MBNQA framework. It is conclude that quality of service in this mobile telecom
company is fully involved and practiced. It is noted that clear goals and directions for obtaining
quality assurance practices are set according to organization’s policies.
Keywords: Assurance, Business Performance, Market Competition, Malcolm Baldridge National
Quality Award Quality
Introduction
Mobile Telecommunication is a big sector in Pakistan and it provides a variety of products and
services in the market. In order to provide improved quality service, telecommunication companies
need to investigate the degree of customer’s satisfaction and expectations toward service quality.
Quality Assurance is necessary to measure the achievement of targets that are more effective and
accurate in delivering performance. Implementation of Total Quality Management has strong impact
on the organizational performance that aims to provide the strategic tool for the performance
assessment and continuous improvement in the telecom sector. The effective implementation of total
quality management promotes better leadership, strategic quality management, customer-centric
services, employee’s involvement and workforce focus in enhancing organizational performance.
The purpose of this study is to examine the impact of quality assurance practices in a mobile
telecommunication that is capable to enhance the organizational performance for its continual
improvement and to assess the organizational performance and competitiveness to face market
challenges.
This study has three main objectives which are i) to achieve, maintain and enhance quality of service
and organizational performance; ii) to enhance the degree of confidence of the customers in terms of
reliability and credibility and iii) To assess organizational performance and organization’s
competitiveness to meet or face the market challenges. The significance of conducting this study is to

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find out the market challenges that a mobile telecommunication company is likely to meet in
achieving continuous improvement and performance excellence. Basic significance of this research is
as follows: i) to understand practical issues of quality assurance in the telecom sector for working out
a framework or methodology for meeting market challenges and ii) to facilitate the promotion of
quality of service that determines the situation of market competition.
The remainder of the paper follows as such Section 2 explains literature review and theoretical
perspective. In section 3 and 4, research methodology and data analysis discussions of this study. In
sections 5 and 6, research finding and limitations of the study discussed. Finally, our work of this
paper concluded in last section.
Literature Review
Quality may be defined in more than one way, such as meeting or exceeding the customer’s
expectations (Feigenbaum, 1956), conformance to requirements (Crosby and Free, 1979). ‘Quality’ in
the cultural context as one that has a predictable degree of uniformity and dependability at a low cost,
which is suited to the market (Deming, 1986). Quality Assurance has become a critical success factor
in telecom in achieving their business goals of lowering operational and capital expenditure, enhance
revenue and retain customers (Putri and Yusof, 2009). Quality management practices have much
positive impact on the employees as well. These initiatives help employees to set realistic goals, learn
from processes and best practices of the competitors and employees in other firms. In addition to this,
organisations are also encouraging employee participation in the organisational processes through
quality teams, self-managed work teams and suggestion systems (Khan, 2010).
Principles of Quality Management System: Quality Management is increasing in all organizations. In
mobile telecommunication, quality management plays an important role in improving organizational
performance and meeting customer needs and expectations in a best possible way. Quality
management principles identify distinct discipline of management and improved performance
towards organization. There are number of principles used in quality management as a framework to
guide their organization towards improved performance (Sajjad and Amjad, 2011).
Quality Leadership: Assurance of reliability, accuracy and confidentiality of information. In a mobile
telecommunication, leadership develops trust, credibility, integrity, loyalty, consistency, competence
and commitment (Oakland and Porter, 1994). Leadership involves an increasing the decision-making
discretion of employees such that a team can make key operating decisions in developing scheduling
workloads and solving quality problems (Khan, 2010).
Customer Focus. Proactive approach should use to improve customer satisfaction. By interacting
with customers, organizations should determine the needs of customers (Uusitalo et al., 2011).
Process approach includes identifying internal and external customers. The goal is to meet customer
requirements and to improve customer satisfaction. The process will result in cost reduction,
customer’s satisfaction and quick response. It can be analysed by methodology of Six Sigma tool of
DMAIC to plan and implement Process improvement. Therefore, involving employees in
implementing quality assurance practices enhance quality of products, services and processes to the
customers. People need to have sense of accomplishment or pleasure from their work itself. Trust and
support for leadership involves in the fulfilment of employees (Khan, 2010). According Hanif et al.
(2010) concluded that telecom operators must focus customer needs and expectations.
Customer complaints and switching behaviour provide the information about customer relationships.
It helps us better understand the customer dissatisfaction and customer loyalty in switching behaviour
that has negative impact on profitability. This result will be helpful in managing complaints
proactively (Johnston and Mehra, 2002). Telecommunication management network framework was
relied by many operators and service providers to fulfil their needs for efficient network operation.
Telecommunication operations management framework includes the monitoring of real time services.
It represents the whole of service provider’s enterprise (Mohammed et al., 2011). Goal of

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performance monitoring is to improve the ability for the control process of the results of a company.
There should be clear objectives, indicators, operational plans to measure the performance that
achieved (Romaniello et al., 2011). The purpose of quality assurance is to provide customers with
confidence to specific requirements. The basic quality tools of DMAIC and failure mode effect
analysis (FMEA) are used to achieve this goal. Therefore, employees should provide training to
become familiar with these tools to implement it and continuously improve product, services and
processes (Krishnan, 2013).
Level of Customer Satisfaction. Measuring customer satisfaction level is a very important concept
that telecom sector must understand if they want to remain competitive and grow. Customer
satisfaction level has a positive effect on organization’s profitability (Ardabili et al., 2012). Building
and maintaining relationships with customers is a basic strategic point with service industries.
Therefore, relationship marketing develops long-term relationships and improves corporate
performance through customer loyalty and customer retention (Karjaluoto et al., 2012).
Strategic Quality Planning For Successful Business Performance Targets. De Feo and Janssen (2001)
argued that strategic planning is a profitable success with every internal and external operation of an
organization with a focus on customer needs. Key Performance indicator includes the design of report
package i.e. Malcolm Baldrige National Quality Award and The Scorecard. The scorecard is a quality
report package that designs the company’s financial reporting system.
Research Methodology
For this research, survey adopted to find out the assessment of Quality Assurance Practices in a
Mobile Telecommunication. Mobile Telecom Company of Pakistan selected for this research study.
It consists of data population, sample design, data collection and data analysis techniques.
Population & Sample Size
Population is a group of people, activities of items that researcher uses to collect data for its research.
The population of this research study are the employees of a Mobile Telecom Company of Pakistan.
Questionnaires 102 distributed among employees of all size regardless of their age and gender.
Questionnaires distributed among all designation of employees from various departments of Telecom
Company, which includes IT department, Contact Centre, Support Centre, Quality Assurance,
Human Resource, Training and Development, Complaint Management and Operations Management
department.
Questionnaire as Research Instrument
For survey, very comprehensive questions designed, which consist of 42 questions to check the
response of the employees of a Mobile Telecom company, which covers scope of the study.
Questionnaire based on Likert scale from 5 to 1. Questionnaire consists of 7 factors, which meet with
the research study objectives.
Data Analysis Techniques
Two data analysis techniques used for this study. Inferential Analysis. (Reliability Test, Correlation)
and Descriptive Analysis.
• Inferential Analysis. In inferential analysis, the dependency level among all three objectives
has been analyzed by correlation in SPSS.
• Reliability Test: To test the reliability of data Cronbach's Alpha value is calculated which is
when greater than 0.07 is considered as good.

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• Correlation: Correlation analysis between dependent and independent variables is analyzed
and it assumed that independent variables do have mutual linear relation.
• Descriptive Analysis: In descriptive analysis, all three objectives are analyzed to check out
the relationship between the respondents and the objectives of the research study.
Data Analysis and Discussions
Data collected was analysed through validates tools and procedures. The value of Cronbach's Alpha
is 0.902 which is greater than 0.07 and it shows that data is exceptionally better. It means that overall
collection is reliable, consistent and acceptable. In this case, questionnaires are valid for this study of
research.
Inferential Analysis
Hypothesis 1.To achieve, maintain and enhance quality of service and organizational performance is
positively correlated to enhance the degree of confidence of the customer in terms of reliability and
credibility.
Hypothesis 2. To enhance the degree of confidence of the customer in terms of reliability and
credibility positively correlated to assess organizational performance and organization’s
competitiveness to meet or face the market challenges.
Hypothesis 3. To assess organizational performance and organization’s competitiveness to meet or
face the market challenges positively correlated to achieve, maintain and enhance quality of service
and organizational performance.
Correlation Results
Correlation result shows that the value of correlation of hypothesis 1 is 0.736, which means that they
have strongly correlated with each other. Hence, the first hypothesis is true. Furthermore, the above
correlation analysis shows that the in the telecom company the first objective i.e. To achieve,
maintain and enhance quality of service organizational performance has positive relation with the
second objective i.e. to enhance the degree of confidence of the customers. By achieving, maintain
and enhancing quality of service organizational performance it will have positive impact in the
organization Table 1. It also indicates that the value of correlation of hypothesis is 0.711, which
shows the significant result. The relationship between objective 2 and objective 3. It indicates that in
the telecom company the second objective i.e. to enhance the degree of confidence of the customers
has positive relationship between the third objective i.e.to assess organizational performance and
organization’s competitiveness to meet or face the market challenges. By enhancing the degree of
confidence of the customer in terms of reliability and credibility, it will have positive impact on
organizational performance. The value of correlation of hypothesis 3 is 0.642, which shows the
positive relationship, which is true.
The table 1 shows the relationship between objective 1 and objective 3. It indicates that in the
telecom company the first objective i.e. to achieve, maintain and enhance quality of service and
organizational performance has strong relation with the third objective i.e. to assess organizational
performance and organization’s competitiveness to meet or face the market challenges. By
implementing the quality of service in the organization, it will have improvement in the
organizational performance.

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Table 1: Correlation Results
Input
1- To achieve,
maintain and
enhance quality of
service organizational
performance
2-To enhance the
degree of confidence
of the customers
3-To assess
organizational
performance and
organization’s
competitiveness
1- To achieve,
maintain and enhance
quality of service
organizational
performance
1 .736** .642**
2- To enhance the
degree of confidence
of the customers
1 .711**
3-To assess
organizational
performance and
organization’s
competitiveness
1
Descriptive Analysis
The data collected through a questionnaire. Tables are prepared for the individual objective along
with complete results based on; Question wise responses, Overall average of responses for objective,
Overall percentage of responses for objective. Firstly, discuss the first variable that is objective 1 of
the study;
Objective 1
“To achieve, maintain and enhance quality of service and organizational performance”
Table 2: Descriptive Results (Objective 1)
Objective 1
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Average 13.36 40.57 37.36 9.73 2.79
Percentage 13.10% 40.19% 36.63% 9.54% 2.73%
In first Objective, 40.19% employees are agreeing which shows good response. It means that the
organization has achieved, maintain and enhance quality of service and organizational performance.

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Discussion of Objective 1: The first objective of this research study based on “To achieve, maintain
and enhance quality of service and organizational performance”. After analysing response of all the
employees of the organization related to this objective, it indicates the positive response that the
organization is likely to achieve all the targets, which set by the organization to maintain its quality
services for the success of the organizational performance. In this study, it concluded that the
organization has its good response in improving performance. Organization has the ability to
maintain its performance if it more focuses on quality assurance practices. Some of employees are
not fully agree with its organizational performance. It can be a better response if the organization
implements total quality management from top to bottom.
Objective 2
“To enhance the degree of confidence of the customer in terms of reliability and credibility”
Table 3: Descriptive Results (Objective 2)
Objective 2
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Average 12.80 41 36.70 9.9 1.6
Percentage 12.74% 40.19% 36.27% 9.70% 1.56%
In second Objective table 3 shows that the high, average and percentage response of objective 2 is
40.19%, which means that the organization achieve to enhance the degree of confidence of the
customer in terms of reliability and credibility.
Discussion of Objective 2: The second objective of this research study based on “To enhance the
degree of confidence of the customer in terms of reliability and credibility”. Results are positive as
mostly employees agree that in mobile telecom company by quality assurance practices it will result
in complete customer focused culture. Customer complaints fully measured and showed the most
reliable results. It also concluded that the organization regularly reviews, customer feedback and give
response in an appropriate time in providing innovative products and services. To compete market
challenges, customer satisfaction and customer loyalty can be achieved through prompt response and
delivering on time.
Objective 3
“To assess organizational performance and organization’s competitiveness to meet or face the market
challenges”
Table 4: Descriptive Results (Objective 3)
Objective 3 Strongly Agree Agree Neutral Disagree
Strongly
Disagree
Average 11.88 43.63 36.88 8.12 1.5
Percentage 11.64% 42.77% 36.16% 7.96% 1.47

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In above table, it shows that 11.64% employees strongly agreed with third objective. In addition, a
42.77% employee agrees that in mobile telecom, quality assurance practices examined to assess
organizational performance to meet competitive market challenges. It also shows that 36.16%
employees are neutral with it. In addition, 7.96% employees are disagreeing with and 1.47%
employees are strongly disagreeing with it.
Discussion of Objective 3. This third objective of this research study based on “To assess
organizational performance and organization’s competitiveness to meet or face the market
challenges”. The results of this objective show that Telecom Company, there are key processes that
are used to evaluate organizational performance and organization’s competitiveness to face market
challenges. It also concluded that improvements could make better if appropriate trainings provided
to employees to increase their skills and expertise.
Findings
The main purpose of this study is to assess the quality assurance practices in an organization to
achieve customer’s satisfaction and strategic quality planning. For this purpose, a mobile telecom
company of Pakistan is selected and took a survey of its employees to know the best practices of the
organization. The questionnaire prepared to conduct the survey that covers the basic quality
assurance practices to monitor and measure its activities for the successful business performance. The
survey questionnaire is filled by 102 employees. After analysing all data, most of the results are
positive and reliable.
Limitations of the Study
The data which is collected in this research study is from only one Mobile Telecom Company and
from only 102 employees. If the data collected from other telecom companies as well then the results
could be different.
Conclusion and Recommendations
Quality assurance practices are designed to achieve, maintain and monitor each plan and procedures
that fully implemented and performed according to specified performance targets. From the research
study, it is conclude that quality of service in this mobile telecom company is fully involved and
practiced. It is noted that clear goals and directions for obtaining quality assurance practices are set
according to organization’s policies. In future, an integration of information for tracking
organizational performance on regular basis is needed.
After all the results, findings and conclusions there are some recommendations for this research
study. Firstly, if there will be a chance for further research study of this paper, We’ll do the survey on
some more mobile telecom companies as it is necessary to know the competitive market competition
as its better to know what are their reasons for the success and what are reasons of their failures.
Secondly, there is lack of integrating information for tracking organizational performance on regular
basis. It is recommended to collect information of other telecom companies as well to regularly
review and compare their results to achieve the strategy of successful business performance.
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