Course Outline
• WEEK 1. Introduction to Course
• WEEK 2. Quality Concepts
• WEEK 3. Total Quality Management, Philosophy and
Principles
• WEEK 4. Quality Gurus: Their Philosophies, principles
and methods
• WEEK 5. Focusing on Customers
• WEEK 6. Techniques in Total Quality Management
Course Outline
• WEEK 7. Managing Human Resources In a Total
Quality Environment
• WEEK 8. MIDTERM
• WEEK 9. Building and Sustaining Total Quality
• WEEK 10. Total Quality in Hospitality Sector
• WEEK 11. Benchmarking
• WEEK 12. ISO
• WEEK 13,14 ORAL PRESENTATIONS
• WEEK 15 FINAL
TOTAL QUALITY MANAGEMENT
• The leading trend in competition within the
market was by having effective cost
management strategies up to the 1970’s.
However, after the 70’s, this has left its place to
the fast growing trend of Total Quality
Management.
TOTAL QUALITY MANAGEMENT
• TOTAL - stands for the inclusion of all areas of the
business and all staff.............Principle of staff briefing
• QUALITY - stands for the consistent gearing of all
activities to the quality requirements of internal and
external customers/guests...........Principle of guest-led
action
• MANAGEMENT - stands for the responsibility of the top
management as regards systematic quality
development and assurance........Principle of
management responsibility.
.Integrates all functions and processes
within an organization to improve the
quality of goods and services.
.People-focused management system
.Focuses on increasing customer
satisfaction and reducing costs.
.Stresses learning from and adaptation to
change
.Based on the scientific method
Advantages of TQM
• TQM offers firms several advantages such as having
less bureacratic work environment, more flexibility,
opportunity of working in groups, freedom of speech
and thoughts, creating an environment within
complaints, being customer oriented, implication of
continuous development and education,realizing the
importance of the staff and an environment where
responsibilities are greater. Staff within the firm are
seen as inside customers and motivation through this.
Like any other industry, TQM is very
important for the tourism industry and
the outcomes are highly visible.
Tourism ind. based on service and
the employes within this industry
must be highly skilled and
educated. If these 2 requirements
are fullfilled, customer satisfaction
and profits will be at high levels.
TQM can be seen as a sort of a
philosophy. It aims for greater level
of service commintment and
satisfying customers within a
democratic and visible management
strategy.
QUALITY
Quality is meeting or exceeding
customer expectations.
Modern Importance of Quality
“The first job we have is to turn out quality
merchandise that consumers will buy and keep on
buying. If we produce it efficiently and economically,
we will earn a profit, in which you will share.”
- William Cooper Procter
Quality Assurance
are methods to ensure costumer quality.
History of Quality Assurance
• Skilled craftsmanship during Middle Ages
• Interchangeable parts (H. Le Blanc, T. Jefferson
& E. Whitney)
• Early 20th Century: scientific management
(Taylor), Henry Ford, Bell System (Western
Electric) (Hawthorne Effect, statistical methods
(Walter Shewhart, Deming,Harold Dodge, etc.))
• Quality control during World War II:
MIL-STD.
History of Quality Assurance
• Post-war Japan: evolution of quality
management
• Kaizen: Continuous improvement
• Deming Prize
History of Quality Assurance
• Quality awareness in U.S. manufacturing
industry during 1980s: from “Little Q” to “Big Q” Total Quality Management
• Malcolm Baldrige National Quality Award (1987)
History of Quality Assurance
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European Foundation for Quality Management:
European Quality Award
ISO 9000 standard
Turkish Quality:
Turkish Center for Quality (KalDer)
(www.kalder.org)
History of Quality Assurance
• Emergence of quality management in service
industries, government, health care, and
education
• Evolution of Six Sigma
• Current and future challenges:
• “A race without a finish line.” –David Kearns,
Xerox.
Contemporary Influences on Quality
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Partnering
Learning systems
Adaptability and speed of change
Environmental sustainability
Globalization
Knowledge focus
Customization and differentiation
Shifting demographics
Definitions of Quality
• Transcendent definition: excellence
• Product-based definition: product
attributes/capabilities
• User-based definition: fitness for intended use
• Value-based definition: quality vs. price
• Manufacturing-based definition: conformance to
specifications
Customer-Driven Quality
• “Meeting or exceeding customer
expectations”
• Customers can be...
– Consumers
– External customers
– Internal customers