Air Export Procedure Benchmarking for Thai Customs Process - Dissertation Example

?Chapter 3 RESEARCH METHODOLOGY Aims and questions regarding Thai customs processes and background knowledge have been generalised and are discussed in the Research Methodology chapter. This section consists of discussions of research aims and questions, research strategies as well as appropriate data collection instruments and the rational. This chapter also describe procedures conducted through the research in order to accomplish and answer research aims and question (Greene & Caracelli, 1997). The importance of carrying out his research is to understand consumer behaviour, attitudes and preferences , in this regard, to improve the efficiency of service the Thai customs duty, the first initiative that should taken is ensuring that the customers are satisfied. To gather data from the customers and other significant players in the Thai customs, this research shall entail the use of questionnaires, interviews and in-depth review of literature on the same and related topic. The data collected shall be analysed appropriately to come up with solutions to the research problem and recommendations to the Thai customs department (Greene & Caracelli, 1997). 3.1 Purpose of Research In general, the research shows how Thai customs bureau behaves in exportation process. The primary study of this research aims to illustrate current practice of air export procedure on behalf of Thai customs bureau. Thus, objectives of the dissertation are derived and demonstrate as following: To investigate exportation process on behalf of Suvarnabhumi Airport Cargo Clearance Customs Bureau. To illustrate Thai export procedures by air in the process flow structure. To address existing problems/difficulties of the process To address existing difficulties occurred in the process. To draw up a conclusion and give recommendation to improve the service delivery at the customs based on the results and literature review process. Each stage of export procedures handling by Thai customs is investigated comprehensively and is illustrated as a flow chart. Low-level process is demonstrated as a framework to further extend of the study. The research intends to enhance performance of existing customs processes. By evaluating and comparing present practices of Thai Customs Bureau with the selected benchmark aim to observe and criticise an existing practice. In order that the proposed solution to be discovered and, especially, the objectives mentioned to be attained, the research purposes have been defined which brought up a research question as following: What is the most viable method that Thai Customs administration can employ to improve its overall performance in terms of air exportation procedures, can alteration of the procedure be altered with reference to a selected benchmark? 3.2 Research Strategy To successfully conduct this research, mix method qualitative research shall be employed the use of the mix methods will lead to more reliable and valid results. Quantitative method relies on the positivism principle which facts are focused on and likely to be objective. To get results in a quantitative research, aims are subdivided into clearly defined variables. On the other hand, qualitative rejects the idea of positivism and associates with phenomenology principle which pays more attention on meanings of human interests (Easterby-Smith et al., 1991; Bryman and Bell, 2007). Qualitative research entails setting stress on describing, understanding a complex phenomenon, it investigates the relationship and patterns that contribute to a given phenomenon, and this kind of research is mostly helpful creating theories and provision of hypothesis to clarify the phenomenon. As stated by Bryman and Bell (2007), the idea of quantitative approach is on about quantification of collected data as well as the data analysis component which the research is built on. Conversely, qualitative research is based on neither amount of data nor the data analysis approach but the quality of data and records. Instead of theories testing of quantitative research, qualitative research is counted on the generation of theories or findings. These two approaches are embodied with different research methodologies which, sometimes, are similar in some certain characteristics. Distinctive research strategy is categorised as quantitative method of the research which observes the relationship among the result and theory while the research which goes after the phenomenological paradigm. Currently there is an increase in the use of mixed methods in qualitative research methodology. The use of mix methods is widely gaining popularity because narrowed views are often misleading, thus employing mix method tends to give a holistic perspective ,use of different methods may have varied strengths with respect to all the level of social research ,mix methods fits well with postmodernism and it gives the users of the information option to understand the study depending on their world views and analyzability (Brannen, 2005 ). Qualitative research aims at providing a theoretical framework based on the analysis of data that has been collected through literature reviews and interviews (Hair et al., 2007). As the purpose of this research is to investigate current practice of Thai customs’ air export procedure and analyse the performance of selected benchmark in order to come up with the best practises from the benchmark that can be implemented in the Thai customs air export to improve its efficient and satisfy its customers. Although quantitative methods of research ensure higher levels of reliability of gathered data a qualitative method will allow for the gathering of more in-depth information about the issues involved in this study. "Quantitative research is particularistic and deductive, as well as being based upon formulating the research hypotheses and verifying them empirically on a specific set of data." (Frankfort-Nachmias & Nachmias, 1992). The main advantages of using a quantitative method include “Stating the research problem in very specific and set terms, Clearly and precisely specifying both the independent and the dependent variables under investigation, Following firmly the original set of research goals, arriving at more objective conclusions, testing hypothesis, determining the issues of causality and Eliminating or minimizing subjectivity of judgment.” (Cassell & Symon, 1994) The disadvantages involved in using a quantitative method include “Failure to provide the researcher with information on the context of the situation where the studied phenomenon occurs, Inability to control the environment where the respondents provide the answers to the questions in the study, Limited outcomes to only those outlined in the original research proposal due to closed type questions and the structured format, and not encouraging the evolving and continuous investigation of a research phenomenon.” (Cassell & Symon, 1994) Although both quantitative and qualitative research methodologies have their advantages and disadvantages, the qualitative method is probably more effective for this research. Rich information is likely to be necessitated to construct the process flow 1) Aims of this dissertation is not to observe relationship between result and theory but come up with best practises from the benchmark and create solutions to the customer needs based on the questionnaire and interviews carried out to improve the Thai customs Air export services. 2) As the objectives and questions of the research have been previously stated, data needed to be gathered are, as previously mentioned, air exportation procedures of Thai customs bureau in detailed facets including relating actors, information flows and explanation of certain customs-related terminologies. Richness of data is necessary for the study in order that the exact procedure conducted by Thai Customs together with its difficulties to be identified and being compared with the best practice. Additionally, the required data is concerning detailed aspects of Thai bureau’s air exportation processes so as the process mapping to be created. The research methodologies of this study are then likely not neither to gain data from nor to involve a number of personnel which is generally employed in quantitative research (Patton,1999). 3) Mangan, Lalwani and Gardner (2004) also state in their work that both of quantitative and qualitative research strategies possess its own method-related terms which will be relevant to this research. Research methods under positivism principle are composed of cross-sectional studies, experimental studies, longitudinal studies, surveys, and models and simulation ( Hussey and Hussey, 1997). Therefore, methods which belong to positivism research are not appropriate and fitted with data requirement in accordance with the purpose of this research. However, as mentioned by Bryman and Bell (2007),value and context of the feedback as well as communication means which is being used in the study are recognised as the significance in qualitative research (James and Busher, 2009). Some of the methods used in the collection of data in qualitative research methodologies these are ; focus group, qualitative interviewing, document-based method and participant observation. 4) Given that this study intends to discover the details of export procedures that are conducted by Thai Customs as well as the dilemma faced by the body. It displays the exploratory study characteristic which the cause and its successions are explored. Hence, appropriate approaches to this research are interview and reviewing the related literatures and documentations which can be support by Saunders et al. (2009). Creswell (2004) states that data for exploratory research are obtained from the key sources as interviews and literatures. Moreover, making use of qualitative interview is valuable to this study since certain characteristics which belong to the interview are potentially seen as an advantage of method conducted for data gathering. Flexibility of qualitative interview makes the most advantageous out of the method. It is also widely and mostly used in qualitative research (Bryman and Bell, 2007). Increasingly, the widely use of mix methods in qualitative research are becoming popular among researchers. 3.5 Data Collection Instruments and the Design (add or delete some content as appropriate) In this research, interview and literature review are the main methods used to collect data according to the nature of data requirement of the study. It was opted that both methods could bring necessary information so as the further analysis of data can be efficiently conducted. Moreover, literature reviews will give varied perspective of previous researches conudted within the sae field thus giving an advantage of making a comprehensive conclusion from the various studies carried out. Alternatively the use of interviews will give the real picture of what is currently on the ground thus making the research holistic (Brannen, 2005) Furthermore an interview approach is one of the best means being employed so as the in-depth and richness data to be gathered (Frey and Oishi, 1995). Nevertheless, only the method of interviewing the related parties to the required data would not be enough in providing the data to conduct the research. Therefore, further reviewing in the related literature and conducting survey are embraced. 3.5.1 Primary Data Collection Instrument There are several types of interviewing which have been utilised as research methods, for instance, standardised interview, group interview, structured interview, semi-structured interview, and unstructured interview. However, the common methods in qualitative research, according to Bryman and Bell (2007), are semi-structured and unstructured interview whilst the structured one long to the quantitative research. As measurement used in quantitative research tends to be more structured than the qualitative study since the validity and reliability are needed to be focused on. In addition, the quantitative research has the specific and clear requirements in terms of questions to be asked from the respondents. Then, the structured interview is set so as to respond the research questions. In qualitative research, the study relies on investigating interviewees’ idea and perspective toward the research concerns and area (Kvale,1994). Semi-structured interview is applied and designed to be used this study so as to probe and solve the research questions. Questions are likely to bring up according to interviewee’s response (Bryman and Bell, 2007). It will be carried out in many forms, namely: face-to-face, e-mail, and telephone with the relevant parties to the processes. This instrument is advantageous for the researcher due to its flexibility and openness to refinement and changes as well as the richness and explanation in depth of data which were given from interviewees. In order that the reliability of information can be assured, the selection of the interviewed correspondents is determined by the criteria described below The interviewee has an understanding towards Thai Customs’ vision, mission, strategies, responsibilities as well as its work processes in order that proper perception to be attained since BPR requires people who thoroughly understand the organization objective and process, while the interviews with customers can increase variety of opinions in this research (Trochim,2002). The interviewee has a high extent of involvement to the Thai Customs’ export procedure via air-freight in an attempt to acquire an accurate data to a feasible extent. The interviewees are from several level of management of Thai Customs Department e.g. management level, professional level or operational level for the diversity of data collected . Relevant data is gathered by interviewing all-level players who involve in the work processes and are well-informed with relevant data and work procedures. Background of selected interviewees are highly related and corresponded to air export’s current practices performed by Thai customs bureau at Suwannabhumi International airport. This research is chasing the semi-structured interview to be a primary data collection instrument. Since, this type of interview’s questions, at least, contains hints for interviewers to gather the data. The researcher has already prepared some questions as shown below. What is the relationship between you and the Thai Customs Body? If possible the customer can state what business he/she is engaged in ? Which part of export procedure is concerned as the root of obstacle and why? In case the delay is mentioned, the question is pointed to the step which interviewee thought as the cause of the setback and his/her reason. In case the bottleneck or time-consuming in the process is mentioned, the question is on which step can be considered as one, together with the rationale. Which part of the process is regarding as a non-value added section in exportation? And what is the rationale? What can be improved in export procedure from interviewee’s standpoint? Is the customer optimistic that the proposed changes will be implemented, if the answer is yes, does the interviewee think that they will be implemented on time? Any complaints from customers? As an interview is conducted in semi-structured manner, the first question to be used is in each part of an area of interest. The following question comes up in response to an answer from the interviewee. Also, the interviewers can still use other questions previously listed. The interview is conducted with open-ended questions in order that the respondent can openly give his/her own idea and reason to support the answer (Whittemore, et al,2001). Survey A survey is a method of data collection in research studies where information is gathered from a particular population through sampling some of its members, this is mostly done through a structure of standardized questions. Surveys can be conducted through various channels such as the telephone, internet, through mail or personal interviews to individual or groups (Saunders et al, 2009). Questions in surveys are related to beliefs, attitudes and behaviours of the sample population, after an evaluation, the results will reflect the position /characteristic of the sample population. In this research a survey will be conducted to get objective evidence towards the problems mentioned in the interviews and literature review. Examples of evidence that will be collected from the survey is ;solutions to be undertaken to rectify the unwarranted time that customers spend on queues, find out the decisions taken by customers due to the wastage and find out the consequences of time wastage and inefficiencies the customs (Groves, 1989). Some of the weaknesses associated with surveys are that the questionnaire may be designed in a way that does not suit the respondents’ feelings and perceptions, they inflexible, the questions are unlikely to be changed thought the process, a given target should be achieved in order to get satisfactory responses and seldom do surveys deal with context (Campion & Hudson,1994). Despite the few mentioned disadvantages, surveys have a number of strengths that make it one of the most appropriate methods of collecting data. First of all surveys are not expensive especially is they are self designed, they are a useful in describing a large population in less time (Trochim, 2002). Surveys can be conducted from remote areas, standardization makes it possible to collect similar responses thus they can be sued for specialisation purposes, they are reliable as observer subjectivity is largely eliminated and a large number of questions can be asked on one topic giving a considerable flexibility to the topic. The use of surveys is this research will greatly be effective given that it is cheap, time saving and the responses of the customers will be determined from a small sample (Dillman, 1978).. Reliability and Validity Reliability is defined by Joppe (2000) that it can be achieved when the results are accurate in terms of the total population representation and are also constant over a period of time. Additionally, it has to be possible to generate or reproduce the results of this study in comparable circumstances or approaches afterwards. The same author, Joppe (2000), also states in his work regarding validity of the quantitative study that validity is used to determine how applicable of the findings are. Reliability and validity are commonly used in quantitative research. Therefore, this research which pursues a qualitative approach cannot entirely make use of these two criteria. This study does then rely more on trustworthiness of an instrument instruction which is applied to the research in order that the creditability can be guaranteed in a qualitative one (Golafshani, 2003). However, despite the fact that reliability and validity is largely used in quantitative research and not qualitative research, there ways in which reliability can be measured in surveys. The three forms hat reliability is tested on are; test –retest reliability, internal consistency reliability and alternate form reliability. This research shall use the test-retest reliability which is common among surveys (Whittemore, et al,2001). To achieve this, the same respondents shall answer questions the same set of questions but at different points in time. This will help determine how reliable the first responses were. This process will be quantified with a correlation coefficient (r value) which is considered to be good if they are equal or more than 0.70. One of the limitations of using this method is that respondents can answer the question based on their memory and it tends to inflate the reliability estimates. To counter this problem, one can word the questions differently and the order changed to disguise them (Altheide & Johnson ,1998). Validity just like reliability plays a very important aspect of any given research, validity is measured in four forms, and these are face validity, content validity, and criterion validity and construct validity. The most appropriate validity measure that will be sued in this research will be the content validity, this will be attained by making sure that everything that it should have contained is included and anything that is unnecessary is excluded. Another method that will extensively be used in ensuring that validity and reliability is attained is to make use of questionnaire survey in order to support data gathered by interview and literature review approaches (Wolcott, 1994). 3.5.2 Secondary Data Collection Instrument Secondary data, according to Tashakkori and Teddlie (2003), is data that have already collected and recorded either in the past or from the present researcher, mostly, for unrelated objectives of the current research. The data are collected through official documents which are recorded by members of an organisation. Secondary data is gathered by reviewing relevant documentations and literatures. Questions which are prepared prior to the interview has taken place are also based on the study of Thai customs’ air procedures. It also aims to gather secondary data from available sources concerning the best practices of other countries’ customs department apart from Thai customs. Information gathering by this means is being made use of, as criteria or benchmarks which are to be mainly used in data analysis chapter. An on-going review of literatures and related documents is carried out in this study. The educational purpose literatures, scholarly journals as well as reliable electronic sources such as official web sites of Thai customs and world customs and online publications are continuously reviewed throughout the study. Since this research is regarding as qualitative in its nature. Therefore, the qualitative-related methodologies are employed so as the detailed information of the processes of exportation of Thai customs bureau could be gathered at a first place. 3.6 Data Analysis The data analysis part, will investigate primary data collected by interviewing and concurrently reviewed on secondary data. Data concerning export procedure have to be clarified and mapped out for further study using process flow technique. Since, it is necessary to generate the process maps or the process flow diagram for this evaluation because it can demonstrate the image, showing the work flows within the organization, related to which has been described by Muthu et al. (1999). Additionally, Davenport (1993) has mentioned on this subject, stressing on the importance of a process flow diagram that it can be a useful tool for the better understanding of the process. Though there are several applications which have been using as a design tool in mapping work processes, for example, data flow diagrams and flowcharts, by which making use of any tools are up to the preferences of the development teams. It is suggested by Domeingts and Browe (1997) that flowchart technique should be employed at the early stage of redesign process in order that business processes and their functions are to be discovered in a friendly and easily to interpret and catch an idea of overall picture. Soliman (1998) also supports the technique that current work procedures are appraised as well as the non-value added activities can be identified. In opposition, the idea of not to use flowchart as an analytical tool in Business Process Reengineering is stated by Mahmudi and Tavakkoli (2005), since it is considered is the beginning of a failure in Business Reengineering Project. Therefore, the analytic method to be used is Activity Diagram as suggested as a tool to model and analyse the data results in Business Process Reengineering attempts (Johansson et al., 1993 and Mahmudi And Tavakkoli, 2005). Activity diagram is used to illustrate a workflow and parallel activities, which can be done, in details. Activity diagrams are graphical representations of workflows of activities and actions with support for concurrency, choice and iteration (Morse et al, 2002). After mapping out the detailed processes, further study through data analysis approach is conducted in order that the customs processes are to be explored and justified as well as solutions to any existing process-related difficulties are to be uncovered. Difficulties could be unearthed by comparing with the benchmarks/best practice assigned for each main process. As the research aims to investigate and propose an enhancement to customs work process relating to exportation, it is then being compared with the process of best practice which regarding as a standard or having performance with high customer satisfaction as gathered in Literature Review process. Finally, the proposed solution and recommendation for the process are then addressed (Wolcott, 1994). 3.7 Chapter Summary This study, will entail both primary and secondary data , the primary data which is is first-hand data will be collected from the semi-structured interviews with Thai customs officers so as to map out the work procedures for further analysis while secondary data is from the literatures and relevant documentations being reviewed during the research. This research employs qualitative strategy which follow phenomenology paradigm as the research methodology. Unstructured interviews and document-based method are pursued as the research instruments. 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