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Critical Review

Critical Review

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Critical Review

Table of Contents
Quality management ....................................................................................................................... 4

Customer focus ........................................................................................................................... 4

Benefits ................................................................................................................................... 5

Possible steps .......................................................................................................................... 5

Leadership ................................................................................................................................... 6

Benefits ................................................................................................................................... 6

Possible steps .......................................................................................................................... 7

Engagement of people................................................................................................................. 7

Benefits ................................................................................................................................... 8

Possible steps .......................................................................................................................... 8

Process of approach .................................................................................................................... 9

Benefits ................................................................................................................................... 9

Possible steps .......................................................................................................................... 9

Improvement ............................................................................................................................. 10

Benefits ................................................................................................................................. 10

Possible steps ........................................................................................................................ 10

Evidence based decision making .............................................................................................. 11

Benefits ................................................................................................................................. 11
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Possible steps ........................................................................................................................ 11

Relationship management ......................................................................................................... 12

Benefits ................................................................................................................................. 12

Possible steps ........................................................................................................................ 13

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Quality management

Quality management is the art of supervising all the activities and functions that are

required to maintain an extra ordinary level of excellence. This comprises of quality policy

determination and creation and implementation of quality assurance and planning, and

quality enhancement and control. This whole procedure is also called as total quality

management system (TQM). Quality management is the procedure that gives the

assurance of the consistency of products and services of an organization. It is usually

based on four essential elements that are quality, assurance, planning, control and

improvement. It is a broader term and it is not only used to focus on products and service

quality only but it affects the whole organization processes. In ISO terms it is described

as the process of management of the whole organization towards excellence in each and

every department and main motive behind is to earn the satisfaction of customers by

provision of extra ordinary services and durable products (Ayodele, Pasquel, Taniesha,

& Sowah, 2014). Quality management is achieved by following seven important principles

that are critically reviewed as follows:

Customer focus

The first principle of the quality management is the customer focus and as name suggests that is

the key factor for maintaining a healthy and successful business environment. According to

International standard organization (ISO) it is described as the organization depend on their

customers for achievement of good name in the market and profits and therefore it is necessary for

an organization to pay heed to customer expectations and requirements and special steps must be

taken in order to exceed the customer expectations and satisfactions. Application of this principle
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will lead to significant outcomes in research and understanding and analyzing the needs and

expectations of customers. And for this purpose the objectives of an organization must be in

coherence with the customer needs and desire and effectively communicating these need

throughout the whole firm and special kind of committee must be devised within the organization

that measures the working of every department for achieving customer satisfaction and measure

their performance in this regard and this will only happen in those organization who put the

customers on the top priority. In order to observe the quality management then focus must be on

the customers. Sustained success of an organization can be achieved when the confidence of

customers and their loyalty is achieved through a systematic approach. Interaction with the

customers provides the chance to the company to strengthen their bonds with the customers and

understanding their needs and expectations in order to enhance the growth of an organization

(Luburić, 2015).

Benefits

 High level of customer satisfaction

 Increase in customer value

 Enhances loyalty of customers

 Improves the reputation of organization

 Increase in profits, share and revenue of the organization

 Increase in customer base

Possible steps

Some of the steps that an organization can take in order to achieve customer focus are:
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 Identification of current and future needs of customers

 Identification of direct and indirect customers associated to the organization

 Linkage of policies of organization to customer expectations

 Monitoring and measuring satisfaction of customers and take suitable steps

 Management of relationships with customers in order to ensure sustained success

 Development and production of products according to expectations of customers (Biswas,

2015).

Leadership

The second important principle in quality management is leadership. Leaders play a vital role in

success, management and working of the whole organization. They are the symbol of unity and

provides direction to the healthy working of the organization. Their responsibility is to create an

environment in which every individual is united and take parts in activities of the organization and

shows full involvement in achieving the motives of the organization through his abilities. Sound

leadership not only unites the whole organization but it also provides methods to achieve the goals

by encouraging the workers to strive for the excellence and by creating a strong bond between

workers and the organization and if it is made possible then the objectives of organizations like

customer satisfaction and customer focus can be achieved by some enthusiastic team of workers

whose sole motive is to work for the betterment and achievement of objectives of the organization.

Leadership develops a clear vision of the whole organization and develops strategies for achieving

these objectives by involving the employees to the fullest.

Benefits

 Ensures a good coordination between processes of organization

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 Increases the efficiency and effectiveness in achieving the quality related objectives of the

organization

 Building of strong bonds between employees and organization by decreasing

communication gap

 Improves and develops the ability of an organization and its workers to produce desired

results

Possible steps

Some of the possible steps that an organization can take are:

 Establish an environment of integrity and trust

 Communicate the vison, policies and missions of the organization thoroughly

 Identify and encourage the contribution of workers

 Encourage the commitment to quality of the organization

 Set the leaders as role model for the workers

 Ensure the accountability of every worker and leader so that equality is achieved

Engagement of people

The third principle of quality management is Engagement of people. The dealings and working of

leaders have brought the workers on a stage that every worker is ready to involve himself in

achieving the objectives of the organization so engagement of workers is very important to bring

them on one forum and make one mission of them that is to achieve the goals of the organization

by effective utilization of their talents and skills. By effective engagement of employees it is

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possible that people get more enthusiastic about their work and will try to recognize and utilize

their hidden talents. People are the essence of an organization and they are the deciding factors of

an organization reputation in the market. In order to establish the sustained success for the

organization the n it is very important to engage people at all levels. The main task of management

of the organization is to train their workers effectively and to supervise their duties and encourage

them for their good performance and guide them in the situation when they are making mistakes

repeatedly. Employees feel more responsible when they are encouraged and they try to work harder

in fulfillment of their obligations (Mohammed, Tibek, & Endot, 2013).

Benefits

 Increased involvement of people

 Increased understanding of objectives of the organization

 Increase in personal development and creativity

 Increase in satisfaction of people

 People are more motivated and enthusiastic towards their work

Possible steps

 Communicate with workers to make them understand about their important role in the
organization
 Collaborate the whole organization
 Discuss the experience and knowledge
 Recognize and encourage the contribution of people in progress of the organization
 Conduct different survey to get an evaluation of satisfaction of people and check results
and take suitable actions for correction.
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Process of approach

The fourth principle in quality management is process of approach. According to ISO, it is the

responsibility of the organization to strive for the excellence and establish and maintain the

improvement of quality management system continuously and improvement of processes of the

organization. The organization must establish processes that are essential for achieving the quality

management and also devise means to apply these processes in the entire organization. The

organization has to determine all the inputs and resulting outputs of the processes, methodology,

checking of performance of processes regularly, measurement of processes and their mutual

interactions in order to check the efficiency of the processes. The organization must devise policies

efficiently and there must be a system that ensure the availability of the resources and prevention

of damage to processes that is there must be some sort of risk management and introduction of

suitable measures in case of any discrepancy in the performance of processes. For efficient

functionality of the organization it is necessary to understand the interrelation of different

interacting processes (Luburić, 2015).

Benefits

 Improve the ability to focus on the working and improvement of processes

 Optimizes the performance of the whole system if processes are controlled efficiently

 Aligned processes results in predictable and consistent outcomes.

Possible steps

 Establish accountability and authority for management of processes

 Before action check the available resources

 Define objectives that are necessary to achieve the efficient functioning of processes
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 Analyze the possibilities of failure and risk assessment before starting the process

 Manage and understand the interrelation of processes before pursuing them (Biswas, 2015).

Improvement

The fifth principle of the quality management is Improvement. It is seen that sustained success is

not possible without continuous improvement in the functioning of an organization. For survival

of organizations continuous improvement is necessary. The internal and external functions of an

organization needs to be improved systematically and regularly like processes that are involved in

functionality of organizations that is technology, service, product production processes, marketing,

development and training of people. In general improvement means that improvement must be

introduced in every process and department of the organization. There is a need of implementing

the systematic improvement approach to the processes of the organization in order to achieve the

core objectives like customer satisfaction and loyalty and this is only possible when all

departments work in an efficient and improved manner. The organization must arrange the

improvement in production of products and supply of services and there must be goals that needs

to be established to guide the people (ISO 9000 Quality Management Principles, 2015).

Benefits

 Process performance improvement

 Improved assessment of risk and opportunities

 Increased drive for innovation

Possible steps

 Train and educate people at all level for achieving the objectives of improvement
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 Develop and implement processes for improvement of organization

 Check the efficiency and competency of workers

 Acknowledge and identify improvement in different processes (Quality management,

2015).

Evidence based decision making

According to ISO the sixth principle of quality management is described as: decision making

process based on the evidences can result into greater profits and achievement of the objectives of

the organization and effective decisions can only result from analysis of the available information

and data. Implementation of this principle is necessary for effective decision making regarding

different processes of the organization because it involves the analysis of the data and facts that

are provided for successful decision making. Decisions taken from the factual approach are better

and covers each and every dimension of that process. It is a complex process and there is always

some uncertainty in it. Therefor it is necessary to give due importance to this principle in order to

achieve the high standards of quality management (Nguyen, Phan, & Matsu, 2018).

Benefits

 Improved decision making process

 Improved operational activity and efficiency

 Enhanced ability to challenge and review the decisions

 Enhance ability to show the effectiveness of decisions made in the past

Possible steps

 Make all the relevant data needed available to people

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 Ensure the competency of the people to analyze the given information effectively

 Use necessary methods to analyze and evaluate available information and data

 Make sure that the provided data is correct and error free.

Relationship management

The last principle of quality management is relationship management. This principle holds due

importance because organizations and suppliers are dependent on each other and their strong

relationship is very important to enhance the progress and development of the organization. This

principle increase the create value ability of both the involved parties along with increase in speed

and flexibility of joint responses in order to change meet the ever increasing changes in the market

due to customer needs and expectations. Relationship management is also important for cost

reduction of processes and efficient utilization of the available resources. This principle plays a

vital role is establishing the future plans and in establishment of improvement activities and join

development programs where organization and suppliers meet up to make an efficient plan to meet

the challenges and to take inspiration from the work of others and encourage the quality efforts of

suppliers and workers linked to a specific organization (Mohammed, Tibek, & Endot, 2013).

Benefits

 Improvement in performance of organization and suppliers due to mutual understanding

 Increase in capabilities to create value for both parties by sharing their resources and

expertise with each other

 Mutual understanding of objective and goals between interested parties

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 High quality management of supply of services and goods

Possible steps

 Identify and prioritized the relationships of interested party that needs management

 Identify the relevant parties like suppliers, investors and whole society and the level of

their relationship with the organization

 Share data and information with the parties along with resources and expertise in order to

enhance the relationship

 In order to take improvement initiatives measure performance and share feedback with

parties also in order to organize a mutual step for improvement (ISO 9000 Quality

Management Principles, 2015).

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References

Ayodele, A., Pasquel, E., Taniesha, K., & Sowah, E. (2014). A critical evaluation of the application

of Total Quality Management at IKEA. 1-30. Retrieved from

262874977_A_critical_evaluation_of_the_application_of_Total_Quality_Management_a

t_IKEA_AUTHORS_Anthony_Ayodele_Erika_Pasquel_Kimara_Taniesha_and_Erica_S

owah

Biswas, P. (2015). Seven principles of Quality management as per ISO 9001:2015. Retrieved from

isoconsultantpune: http://isoconsultantpune.com/apb-consultant-iso-90012015-quality-

management-system/apb-consultant-seven-principles-quality-management-per-iso-

90012015/

ISO 9000 Quality Management Principles. (2015). Retrieved from http://asq.org:

http://asq.org/learn-about-quality/iso-9000/overview/quality-management-principles.html

Luburić, R. (2015). Quality Management. Quality Management Principles and Benefits of their

Implementation in Central Banks, 91-121. doi:10.1515/jcbtp-2015-0013

Mohammed, A. S., Tibek, S. R., & Endot, I. (2013). The principles of Total Quality Management

System in World Islamic Call Society. Procedia - Social and Behavioral Science, 325-334.

doi: 10.1016/j.sbspro.2013.10.747

Nguyen, M. H., Phan, A. C., & Matsu, Y. (2018). Contribution of Quality Management Practices

to Sustainability Performance of Vietnamese Firms. 1-31. Retrieved from

https://www.mdpi.com/2071-1050/10/2/375/pdf.
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Quality management. (2015). Retrieved from iso.org:

https://www.iso.org/files/live/sites/isoorg/files/archive/pdf/en/pub100080.pdf

Rauber, J. S., Borges, M. A., Júnior, M. L., & Pacheco, D. A. (2013). A critical analysis of quality

managemnt implementation in small Brazilian company. doi:10.14807