TOTAL QUALITY

MANAGEMENT
LECTURE – 1
INTRODUCTION
 What is Quality?
 No universally accepted definition of
quality exists.
 Quality is not only products and services
but also includes Processes, Environment
and People”.
 1. Quality is a dynamic state
associated with products, services,
people, processes, and environments
that meet s or exceeds expectations. –
David L. Goetsch and Stanley B. Davis
 Quality : Concept
 2. Quality is the degree to which a
set of inherent characteristics
fulfills requirements. - ISO
9000:2000
 3. Quality refers to the ability of a
product or service to consistently
meet or exceed customer
expectations.- William J Stevenson
 Quality : Concept
 “Qualityis a predictable degree
of uniformity and dependability,
at low cost and suited to the
market”. – Edward Deming
(1986).
 Common Elements of Quality

 1. Quality involves meeting or

exceeding customer expectations.
 2. Quality applies to products,
services, people, processes and
environments.
 3. Quality is an ever-changing
state.
 Dimensions of Quality
Dimension Descriptions

Performance Primary product characteristics.

Features Secondary characteristics, added features .

Conformance Meeting specifications or industry standards.

Reliability Consistency of performance over time.

Durability Useful life , include repair.

Service Resolution of problems and complaints, ease of

repair
Response Human to human interface-speed, courtesy,
competence
Aesthetics Sensory characteristics-exterior finish
Reputation Past performance and other intangibles.
 Total Quality Management

 Total quality management is a new

paradigm of thought.
 It is a total concept of management
that undertakes all parts and
activities of the organization into
one unified whole so that the
quality performance of tasks can be
achieved as a unified goal of
management.
 Total Quality Management :
Definition
 Total Quality Management refers to
managing the entire organization so tat
it excels in all dimensions of products
and services that are important to the
customers. - Chase, Acquilano and
Jacobs.
 Total Quality Management is an
enhancement to the traditional way of
doing busines. -Besterfield and others.
 Total Quality Management :
Definition
 Total Quality Management consists
of continuous improvement
activities involving everyone in the
organization in a totally integrated
effort toward improving
performance at very level.
- ADC, USA.
 Total Quality Management :
Definition
 TotalQuality Management is a
philosophy that involves
everyone in an organization in
the quest for quality with
customer satisfaction as the
driving force. -Stevenson
TQM Wheel /Framework

Customer Continuous
Satisfaction Improvement

Employee
Involvement
 Features of TQM
 TQM is both a philosophy and a set of guiding principles
that represent the foundation of a continuously improving
organization
 It integrates fundamental management techniques,
existing improvement efforts and technical tools under a
disciplined approach.
 It is the application of quantitative methods and human
resources to improve all the processes within an
organization.
 It intends to exceed customer needs now and in the
future.
 It is a long-term mechanism that builds the appropriate
emphasis and techniques into the couture.
 Key elements of TQM
 Strategically Based: Total quality organizations
should have a comprehensive strategic plan that contains
at least the following elements: vision, mission, broad
objectives and activities that must be completed in order to
accomplish the broad objectives. It is designed to give the
organization a sustainable competitive advantage in the
marketplace.
 Customer Focused: Customers are the driver of the
total quality management. This applies to both internal and
external customers. External customers define the quality
of the product or service delivered. Internal customer help
define the quality of the people, processes and
environments associated with the products or services.
 Key elements of TQM
 Obsession with Quality: The firm must have a
obsession with meeting or exceeding the defined
quality. This means all personnel at all levels
approach all aspects of the job from the perspective
of doing in better state.
 Scientific Approach to Decision Making and
Problem Solving: The establishment of
benchmarks, monitoring performance and making
improvement should be based on facts, not fictions.
A scientific approach is to be used in structuring
work and in decision-making and problem solving.
 Key elements of TQM
 Long-Term Commitment: The
management must have long-term
commitment to create a new culture to instill
the concept and philosophies of total quality
management among the working people.
 Teamwork: Total quality is an all-out efforts
of all people engaged in the organization.
Therefore, teamwork is a fundamental
requirement of the execution of the total
quality management.
 Key elements of TQM
 Continual Improvement of System:
Total quality management needs continual
improvement of quality and therefore, it is
necessary to continually improve systems.

 Education and Training: Education an

training are fundamental to total quality
because they represent the best way to
improve people on a continual basis.
 Key elements of TQM
 Freedom through Control: Total Quality
Management needs involving and empowering
employees so that they can bring more minds
to bear on the decision–making process and
increase the sense of ownership. This freedom
is well planned and controlled.
 Unity of Purpose: The management and the
working people must have unity of purpose to
avoid adversarial management –labour
relations.
 Key elements of TQM
 Employee Involvement and
Empowerment: Employees should be
made competent to use quality control
techniques so that they can independently
check quality of their work. They also
should have a real voice in the improving
the work processes within well-specified
parameters.
 TQM Culture
 Total quality management needs a new
culture in the organization with a new
paradigm of ethics and philosophy.
 It says that management is customer
oriented activities in order to ensure
customer satisfaction and with this
direction all tasks of the management will
be done.
 The TQM culture contains:
 Traditional Culture Vs TQM Culture
Quality Elements Traditional Culture TQM Culture
1. Definition Product Oriented Customer Oriented
2. Priorities Second to service First among equals
and cost of ser and cost
3. Decision Short-term Long term
4. Emphasis Detection Prevention
5. Errors Operations Systems
6. Responsibility Quality Control Everyone
7. Problem solving Managers Team
8. Procurement Price Life cycle costs,
partnership
9. Manager’s Role Plan, assign control Delegate, coach,
and enforce facilitate and mentor
 Benefits of TQM
 Improved quality.
 Enhanced employee participation.
 Increased teamwork.
 Improves working relationships.
 Increased customs satisfaction.
 Enhanced employee satisfaction.
 Increased productivity.
 Smoothen communication.
 Increased profitability.
 Increased market share.
 Obstacles to TQM
 Lack of management commitment:
 Inability to change organizational culture:
 Improper planning:
 Lack of continuous training and education:
 Incompatible organizational structure and
isolated individuals and developments.
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