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Operations and Quality Management

In: Business and Management

Submitted By rachealrach
Words 2414
Pages 10
Introduction
In the global competitive marketplace today, the demands of customers for quality of services and products are ever increasing. The reason why quality is imperative is because companies need to survive in aggressive markets and maintain a competitive edge (Dale et al, 2007). Although there are many definitions of quality, they all accept the notion that customers define quality. It is said that many people know quality when they see it. Crosby (1979) believed that quality is not comparative and a product either conforms to requirements or it does not. Juran (1988) defines quality as fitness for use. Total quality management (TQM) is a new way of perceiving about the management of organizations (Chorn, 1991) and an inclusive way to improve organizational performance in total and quality (Hunt, 1993). Satisfying customer needs and understanding their future requirements is the crux of total quality management, and customer is the major reason for an organization’s existence. Organizations have embraced the cause of quality by believing that quality can offer new opportunities for competitive advantage to the competitors (Kelemen, 2003). Furthermore, quality influences the organization by influencing all organizational members. The pursuit of quality alters the way jobs are designed and roles and responsibilities of the employees (Victor et al., 2000). David Garvin (1984) has identified eight dimensions of goods’ quality including performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived image. Parasuraman, Zeithaml and Berry (1988) has developed SERVQUAL, a measurement scale that enables them to determine five dimensions of service quality which includes tangibles, reliability, responsiveness, assurance and empathy. There are two other ways of looking at quality, Kelemen (2003) offers four managerial perspectives

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