FACULTY520-BS322-KUST-2021S-L1-TQM Introduction

“Total Quality Management”
BS-322
Lecture 1
“Introduction”
Dr. Muhammad Irshad

Institute of Business Studies, KUST
Topic: Total Quality Management
Introduction
Total Quality Management (TQM) is a Management

Approach - originated -1950’s and become more popular since
1980’s
TQM is the integration of all functions and processes within

an organization in order to achieve continuous improvement of
the quality of goods and services. The goal is customer
satisfaction.
Course: Total Quality Management Course Code: BS 322– Instructor: Dr. Muhammad Irshad.
Institute of Business Studies, KUST,Email: drirshad@kust.edu.pk
What is Quality?
ISO 9000 : define quality,
“degree to which a set of inherent characteristics fulfills
Requirements”.
Degree - quality can be used with adjectives such as poor, good and excellent.
Inherent - something, especially as a permanent characteristics.

Characteristics can be quantitative or qualitative.
Requirement is a need or expectation that is stated; customers, and other

interested parties.
The term quality is perceived differently by different people.
What is Quality?
Quality means different to different people:
Customer-Based: Fitness for use, meeting customer expectations,

excellence in everything.
Manufacturing-Based: Quality [means] conformance to requirements,

design, and / or specifications. Having no defects. Manufacturing quality
focuses on tangible product features, conformance, performance,
reliability, features.
Product-Based: The product has something that other similar products

do not that adds value.
What is Quality?
Value-Based: The product is the best combination of price and
features. "Quality means best for certain customer conditions. These
conditions are (a) the actual use and (b) the selling price of the
product."
Service Based: Service organizations produce intangible products, and

quality relate to perceptional factors like courtesy, friendliness,
promptness, waiting time, consistency etc….
Introduction
What is TQM?
 TQM is the enhancement to the traditional way of doing business.
 It is a proven technique to guarantee survival in the world-class
competition.
 Analyzing three words (TQM) :
Total—Made up of the whole

Quality—Degree of excellence a product or service provides
Management—Act, art, or manner of handling, controlling,
directing, etc.
Therefore TQM is the art of managing the whole to achieve the

excellence.
Total Quality Management
Total - The responsibility for achieving Quality rests with Everyone

a business irrespective of role. Quality emphasis to develop entire
business processes, that together lead to reliable delivery of exact,
agreed customer requirements to achieve competitive position and
higher ROI.
Quality - Business prime task is to understand customer needs and

deliver product / service at agreed time, place and price to satisfy the
needs. This retain current customers as well as attract new ones.
Management - Top management lead the drive to achieve quality

for customers, by communicating the business vision and values to
employees and ensuring the right business processes are in place;
introducing and maintaining a continuous improvement.
TQM is a systematic business process integrated all functions,

involving top management and employees to ensure timely, cost-
effective and availability of quality product and services to achieve
customers satisfaction on agreed commitments with constant
improvement.

Union of Japanese Scientists and Engineers(JUSE)
Defines TQM
“a set of systemic activities carried out by the entire organisation to
effectively and efficiently achieve company objectives to provide products
and services with a level of quality that satisfies customers, at the
appropriate time and price”.
TQM coordinated all activities to direct and control an organization with

regard to quality
TQM = QP + QA + QC + QI
• Quality Plan-focuses on setting quality objectives

• Quality Assurance- providing confidence that quality requirements
will be fulfilled
• Quality Control - focused on fulfilling quality requirements
• Quality Improvement - focused on increasing the ability to fulfill
quality requirements
A good Quality Process
 Driving the business into customer needs

 Setting a clear vision and deployed down into coordinated action
 Managing processes to their optimal capability

 Using the contribution of every person to the full
 Managing well beyond company boundaries
 Developing workers to manage and mangers to lead

 Becoming faster, leaner and more responsive to
market opportunities.
Dimensions of quality
Performance: Also called Functionality or Operationality.

It is the main operating characteristics of a product.
Example: Crystal clear picture, clear sound etc., of cellphone.
Additional Features: It represents the additional features supplementing

the product’s basic function.
Example: Screen lock, phone directory storage, memory storage, built-in
games, etc.,
Reliability: Probability that a product is performing its intended function

over its intended life and under the stated conditions.
Dimensions of quality cont..
Conformance: The extent to which the product’s design and operating

characteristics satisfy the pre-determined standards.
Durability: Measure the products useful life.
Serviceability: Time consumed in servicing, Courtesy, Competence and

ease of repair or reconditioning of a product.
Aesthetics: Should appeal to senses. It is Human response to a product .

how it looks, feels, sounds, tastes or smells..
Reputation: Past performance, Brand image
Topic: Management by Objectives
Bibliography
Dale H. Bestterfield “Total Quality Management” 3rd Edition’
Sarkar, Debashis, 2001. The Managers’ Handbook for Total Quality

Management, New Delhi: Beacon Books
Brocka, Bruce and Brocka, M. Suzanne Essentials of Quality

Management, Homeword, Illinois

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“Total Quality Management”

Dr. Muhammad Irshad

Total Quality Management (TQM) is a Management

TQM is the integration of all functions and processes within

Inherent - something, especially as a permanent characteristics.

Requirement is a need or expectation that is stated; customers, and other

The term quality is perceived differently by different people.

Customer-Based: Fitness for use, meeting customer expectations,

Manufacturing-Based: Quality [means] conformance to requirements,

Product-Based: The product has something that other similar products

Service Based: Service organizations produce intangible products, and

Total—Made up of the whole

Therefore TQM is the art of managing the whole to achieve the

Total Quality Management

Total - The responsibility for achieving Quality rests with Everyone

Total Quality Management

Quality - Business prime task is to understand customer needs and

Total Quality Management

Management - Top management lead the drive to achieve quality

Total Quality Management

TQM is a systematic business process integrated all functions,

Total Quality Management

Total Quality Management

TQM coordinated all activities to direct and control an organization with

• Quality Plan-focuses on setting quality objectives

A good Quality Process

 Driving the business into customer needs

 Managing processes to their optimal capability

 Developing workers to manage and mangers to lead

Performance: Also called Functionality or Operationality.

Additional Features: It represents the additional features supplementing

Reliability: Probability that a product is performing its intended function

Dimensions of quality cont..

Conformance: The extent to which the product’s design and operating

Durability: Measure the products useful life.

Serviceability: Time consumed in servicing, Courtesy, Competence and

Aesthetics: Should appeal to senses. It is Human response to a product .

Reputation: Past performance, Brand image

Sarkar, Debashis, 2001. The Managers’ Handbook for Total Quality

Brocka, Bruce and Brocka, M. Suzanne Essentials of Quality

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