A positioning theory approach to achieve quality university services

This paper builds on earlier work on the Positioning Theory in Universities. Positioning Theory has been used in a range of practical applications to understand the social order or culture that affects how various phenomena occurs. Here a practical positioning theory model is shown to be useful in dealing with organisational barriers in Universities. It is clear that contemporary pressures require university services to be delivered via effective and efficient processes, that have been based on customer needs, from clear specifications, implemented throughout a robust delivery system, and monitored to ensure conformance to specifications. However, barriers can stymie the implementation of ideas. It is shown that these barriers can be dealt with by altering the social order through the use of a discursive based positioning theory approach.