BUS363 Total Quality Management Analysis of Ride-Hail Services in Singapore – ECA

Section A (65 marks)

Answer all questions in this section.

Question 1

As of 2024, there are five Ride-hail Service Operators in Singapore, which are Grab, Ryde, Tada, Gojek, and Zig. Assume that you are a Total Quality Management consultant, specialising in the public transport sector. Select one (1) of the five Ride-hail Service Operators and it shall be known in this document as the “subject”, but you must refer to the subject by its name in your answers. For subjects that are engaged in providing other services and selling other products, you shall only study the subject’s ride-hail service.

You are contracted by the subject to analyse its operations and recommend improvements to its service quality. Based on your analysis, you shall develop a report to be submitted to the subject’s top management.

Question 1a

Provide information on your subject including its name, registered address and website address. Briefly describe the business of your subject.

Scan the subject’s environment to identify three (3) distinct segments of customers that use its ride-hail service. For each segment, distinguish the customers’ needs and wants in relation to the ride-hail service and recommend an action by the subject to satisfy a major need and want. This question should be answered in 350 words or fewer (indicate the word count at the end of your answer).

(15 marks)

Question 1b

The subject’s CEO recently learnt of Garvin’s Dimensions of Product Quality and requests you to apply the eight quality dimensions to assess the subject’s ride-hail service.

In 300 words or fewer (indicate the word count at the end of your answer), advise the subject if this approach is viable. Show three (3) points of argument to support your advice.

(10 marks)

Question 2

The subject understands that customer focus is an important principle of quality management. As such, the subject requests you to use Kano Analysis to compare the customer requirements of its ride-hail service. In 350 words or fewer (indicate the word count at the end of your answer), briefly explain the categories and identify two (2) customer requirements in each category.

(15 marks)

Question 3

The subject has directed you to demonstrate the use of Lean Six Sigma DMAIC approach in identifying and solving a service quality problem within the subject’s ride-hail service.

In 500 words or fewer (indicate the word count at the end of your answer) and with a suitable diagram for each technique, start with the application of the Project Charter in the Define Phase. Combine any four (4) techniques listed below and apply one technique in each remaining phase, in a suitable sequence, through the DMAIC process to solve the problem. For completeness, briefly explain each DMAIC phase and provide comments on the application of the technique in each phase.

(Note: Some field research is expected to observe problems and their causes within your chosen subject’s ride-hail service to properly illustrate the DMAIC techniques. Some degree of creativity is allowed in developing your answer.)

The techniques are:

• Check Sheet
• Histogram
• Process Mapping
• Pareto Chart
• Fishbone Diagram
• Affinity Diagram
• Impact/Effort Matrix
• Process Management Plan
• Management Dashboard

(25 marks)

Section B (25 marks)

Answer all questions in this section.

Question 4

The CEO of the subject requests you to present to the management team your findings and recommendations based on Question 3 in Section A. Your presentation shall be limited to:

1. The issue faced by customers of the subject’s ride-hail service.
2. A brief introduction to the DMAIC approach.
3. The use of the DMAIC approach to identify causes and solve the problem.

Prepare a video recording of the presentation of at least 3 minutes but not exceeding 6 minutes. Refer to Canvas T/RESIT course site > Assignments > ECA_VIDEO for the step-by-step guide on how to submit the video.

(25 marks)

Section C (10 marks)

Answer all questions in this section.

Question 5

Prepare a set of PowerPoint presentation slides that is based on the video presentation in Section B. Please note that the PowerPoint file must be converted to a PDF file before submission to SUSS (Canvas).

(10 marks)

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