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    UNIVERSITI PUTRA MALAYSIA

    A SURVEY ON TOTAL QUALITY MANAGEMENT IMPLEMENTATION

    IN MALAYSIAN MANUFACTURlNG COMPANIES

    TAN HUI MIENG

    FK 1997 1

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    A SRVEY ON TOT QU MNAGENT NTATIONIMYSN AG COS

    By

    TNHNG

    Thess Subme aral Fulllmen o he Requremensfor e Degree of Mas er of Scence

    n he Faculy o EngneerngU vers Pertanan Malaysa

    February 1997

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    DEDICAON

    This thsis is ddiatd t my pats wh always shw thi sppt

    f thi hild's h dati

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    AOEDGS

    I w ik t xpss my gatit t my spvisy mmitt

    haima Assiat Pfss D Shah N Basi Dpty Da f Rsah

    a Dvpmt f his tis gia a avi thght th

    pjt I w ik t xpss my si appiati t th mmbs f

    spvisy mmitt M Mh Yi assa a M Khaii Khai f

    thi ipts a mmts th thsis I mst as thak D Sai Zaiha

    Mstapha f h hps a avi i witig btt Egish I w ik t

    thak my immiat spvis at Mta Smit S Bh Abt

    Lh f his sppt a staig xib jb assigmts

    thght th twya Masts pgamm I mst as xpss my si

    thaks t ST Tg QLik Qaity Cstats wh aag visis t

    Maaysia mafatig mpais f m tgth with his ISO 9000

    stati visits Th si appiati as gs t CH Chw a WH

    f thi mmts a ipts svy stiais T may

    ths wh ha hp i way th th t hp th mpti f this

    thsis thak y

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    v

    VI

    DATA ANALYSIS RESTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

    Rspdts' Pl Aalysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .ISO 9000 Quality Systms Ctiati .. . . . . . . . . . . . . . . . . . . . .Custm ad Suppli Itatis . . . . . . . . . . . . . . . . . . .. . . . . . . .Suppli Qualiati ad Patship . . . . . . . . . . . . ., .Emply Taiig . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Wk Tams ad Ppl Ivlvmt . . . . . . . . . . . . . . . . . . . . . . . . . . .Advad Kwldg ad Skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pdut Quality Maagmt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Aadmi Qualiati Ky Maagmt PslCitial Challgs Btt Futu .. . . . . . . . . . . . . . . . . . . . . . . . . . . . .Quality Maagmt Malaysia MauatuigCmpais . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

    GEEAL DISCUSSIONAECODATIONSTh Stutu ad Rls Quality Futi i MMC . .Thgy Dvlpmt ad Maagmt . . . . . . . . . . . . . . . .Appah t Implmt TQM i C .. . . . .. . . . . . . . . . . . . . . . .

    CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

    age

    8

    943

    48

    51

    559663

    65

    67

    70

    70

    73

    76

    8

    BIBLIOGRAPY ..... .. APPENDIX A Summais Psal Visits t MMC 9APPEDIX B Fist Vsi Suvy Qustiai . . . . . . . . . . . . . . . . 100APPENDIX C Sd Vsi Suvy Qustiai . . . . . 106APEDIX D Rsults Suvy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1 6VITA 1 1

    v

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    LIST OF TLES

    Table Page

    1 Distibtin f spndnts by thi pdt makt 43

    Distibtin f ISO 9000 tid/in-pgss spndnts'mthds f ISO 9000 ppaatin

    ISO 9000 tid/in-pgss spndnts pinin n thimpats f ISO 9000 iatin n ky indis 48

    4 Distibtin f spndnts by thi fny fmmniatin wth stms and spplis 49

    5 Distibtin f spndnts by thi maj spplis 5

    6 Distibtin f spndnts by th psn f spplialiatin pds in thi ganisatin 5

    7 Rspndnts pinins n th pfman f Malaysianspplis against fign spplis 5

    8 Distibtin f spndnts by th psn f spidpartmnt psn dinating taining 55

    9 Distibtin f spndnts by thi appli atin f H nds 57

    1 0 Distibtin f spndnts' mthds f mply taining 57

    1 1 Availability f taining pgamms in spndnts'ganisatin 58

    1 Rspndnts gny f vais taining nds 59

    1 Distibtin f spndnts by th psn f systm tsliit idas fm mplys in thi ganisatins 61

    1 4 Nmb fspndnts that apply th tls and idas listd 6

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    Table Page

    1 5 strbuton of resonents key aroahes for better

    rout quaty

    1 6 strbuton of resonents by ther ostons he 1 16

    1 7 strbuton of resonents by ther nustres 1 16

    1 8 strbuton of resonents by ther onersh (Queston 1 ) 1 1 7

    1 9 strbuton of resonents by ther number of emloyees

    (Queston )1 17

    0 strbuton of resonents by ther a-u atal(Queston 1 17

    1 strbuton of resonents by ther rout market(Queston 4) 1 1 8

    strbuton of resonents by ther ISO 9000 ertatonstatus (Queston 5 ) 1 1 8

    Resonents reaons for no lan for ISO 9000 ertaton(Queston 6) 1 19

    4 ISO 9000 ertenrogress resonents' reasonsobetves ofSO 9000 ertaton (Queston 7) 1 19

    5 strbuton of SO 9000 erten-rogress resonentsmethos of ISO 9000 rearaton (Queston 8) 10

    6 strbuton of hallenges fae by SO 900 0 erten-rogress resonents urng ISO 9000 rearaton

    (Queston 9) 10

    7 IS O 9000 erten-rogress resonents' onon on themats of ISO 9000 ertaton on key nes (Queston 1 0) 1 1

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    Table age

    8 Resonents onons on rtal hallenges for better ture

    (Queston 1 1 ) 1 1

    9 strbuton of resonents by the frequeny of feebakreeve from ustomers (Queston 1 ) 1

    0 strbuton of tems th most ustomer omantsreeve by resonents (Queston 1) 1

    1 strbuton of resonents by ther major suers(Queston 1 4) 1

    strbuton of resonents by the resene of sulerquaaton roeures n ther organsaton (Queston 1 5) 1

    Resonents onons on the erformane of Maaysansulers aganst foregn sulers (Queston 1 6) 1

    34 reas th most sgnant mrovements neee byMalaysan suers as ereve by resonents

    (Queston 1 7) 1

    3 5 strbuton of resonents by ther frequeny ofommunaton th sulers (Queston 1 8) 14

    6 strbuton of resonents subjets of ommunatonth sulers (Queston 1 9) 14

    37 strbuton of resonents by the frequeny of sulernvolvement n evelomentmrovement rojets

    (Queston 0) 14

    8 strbuton of resonents by the resene of seeartment or erson oornatng tranng (Queston 1 ) 15

    9 strbuton ofresonents methos of emloyee tranng(Queston ) 15

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    40 vailabil ity of training rogrammes in resonents

    organisation (Question ) 15

    4 1 Resonents' urgeny of various training neee

    (Question 4) 16

    4 istribution of resonents by their annual training hoursgoal (Question 5) 16

    4 istribution of resonents by their annual training buget

    (Question 6) 17

    44 istribution of resonents by their aliation of ns(Question 7) 17

    45 istribution of resonents by the number of ork teams i n

    46

    47

    48

    49

    their organisation (Question 8 ) 17

    istribution of resonents by their oinion on theontribution of ork teams (Question 9 ) 18

    istribution of resonents by the resene of system tosoliit ieas from emloyees in their organisation(Question 0) 18

    Number of resonents that aly the tools an ieas liste(Question 1 ) 18

    istribution of resonents soures of tools an ieasliste in Table 48 (Question ) 19

    50 istribution of resonents by the resene o f key managementersonnel it university euation (Question ) 19

    5 1 istribution of key management ersonnels aaemiqualiation (Question ) 19

    52 istribution o f resonents key aroahes for betterrout quality (Question 4) 10

    i

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    LT OF GS

    Figue P a g e

    1 istribution of resonents by their ostions he 9

    2 istribution of resonents by their inustries 4

    istributions of resonents by their onershi 1

    istribution of resonents by the!r number of eloyees 2

    5 istribution of resonents by their aiu aita 2

    6 istribution of resonents by their IS O 9000 eriationstatus

    7 Resonents reasons for no an for ISO 9000 ertiation

    8 ISO 9000 erieinrogress resonents reasonsobetivesof ISO 9000 eriation 45

    9 istribution of halenges fae by ISO 9000 ertiein-rogress resonents uring ISO 9000 rearation

    1 0 istribution of items ith most ustomer omlaints reeiveby resonents 50

    1 1 istribution of resonents' subets of ommuniation ithsuliers 5 1

    12 reas ith most signiant irovements neee by

    resonents Maaysian suiers 5

    1 istribution of resonents by the frequeny of their suliersinvolvement in eveomentimrovement roets 5

    1 istribution of resonents by their annal training hours goal 56

    1 5 istribution of resonents by their annua training buget 56

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    Figue P a g e

    1 6 strbuton of resonents by the number ofork teams nther oransaton 6

    1 7 strbuton of resonents by ther onon on theontrbuton of ork teams 61

    1 8 strbuton of resonents soures of avane knoeean sks 6

    1 9 strbuton of key manaement personne's aaemquaaton 65

    0 Resonents onons on rta haenes for better ture 67

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    FT

    SEN

    C

    DF

    E

    E

    ISO 9000

    IT

    C

    Q

    Q

    QFD

    SPC

    TP

    TQ

    IST OF B TONS

    SEN Free Trae rea

    ssoiation of Southeast sian Nations

    Conurrent Engineering

    Design for anufaturabiit

    Design of Exeriments

    Euroean nion

    ISO 9000 Quaity Sstems

    Just in Time Oerations

    aasian anufaturing Comanies

    Quait ssurane

    Quait Contro

    Quait Funtion Deoment

    Statistia Proess Contro

    Tota Preventive aintenane

    Tota Quait anagement

    l

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    bstrat of thess sbmtte to the S enate o f Unverst PertananMalaysa n artal lllment of the reqrements for the egree of Master ofSene

    A S RVY ON TOTL Q AY NAGT ATIONIAYSN AG COS

    By

    TN HG

    Febuay 1997

    Charman ssoate Professor r. Shah Nor Basr P Eng.

    Fauty Engneerng

    The manufaturng setor lays a sgnant role n the suess of the

    nustral eveloment n Malaysa an ontrbutes sgnantly to the

    Malaysan eonomy th market gobalsaton Malaysan manfatrng

    omanes (MMC) must mrove ther omettveness to fae the stff

    halenges n both omest or nternatonal marketlaes In toay's

    marketlae qualty has beome the man fous for better omettveness

    Hene Total Qualty Management (TQM) the latest an most

    omrehensve quaty management hosohy that s aable of mrovng

    fators etermnng omettveness s the strategy reommene for

    mrovng MMC's omettveness In ths thess, a srvey as arre out

    on MMC to unerstan ther quaty management stats The srvey foun

    many oortuntes for mrovements n MMCs TQM mlementaton On

    the bass of the survey an lteratre reve a four-ste mlementaton

    XU1

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    pproh o the foudo of ISO 9000 s formulted to mplemet TQM

    MMC The four seps ere ob ISO 9000 ero, uderstd the

    dfferees d smlres beee ISO 9000 d TQM mpleme TQM

    d otue mprovemes The suess mplemeg ll our steps l

    led o mproved ompeveess o MMC through Totl Qult

    Mgemet

    XIV

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    Abstrak utuk tesis ag dikemukaka kepada Seat Uiverst ertaaMalasia sebaga memeu sebaagia sarat utuk pegazaha SarjaaSais

    SATU PNGAJATAS PRNANGRSN KITINR DI SYT PATANMYS

    leh

    TNHG

    Febuai1997

    egerusi Profesor Mada Dr. Sha Nor Basr, . Eg.

    Fakulti : Kejurteraa

    Sektor pembuata memaika peraa ag petg dalam

    mejaaka perdustra di Malasa da meumbag terhadap

    pembagua ekoomi Malasia Dega globalsas pasara sarkat

    sarkat pembuata Maasia mest memperbak daa saig mereka utuk

    megadapi saiga segt di pasara dalam eger da atarabagsa.

    Dalam pasara masa kii kualti adaa fokus utama utuk memperbak daa

    saig le demikia Pegurusa Kuaiti Meeluru iatu satu falsafah

    pegurusa kualiti ag terki da meeluru ag berupaa

    megkatka daa sag tela diadagka sebaga strateg utuk

    memperbaiki daa saig sarkatsarikat pembuata Malasa. Dalam tess

    i satu kajia tela dijaaka atas sarikat-sarkat pembuata Malasa

    utuk memaam tara pegurusa kualit mereka Kajia medapat

    baawa terdapat baak peluag utuk memajuka Pegurusa Kualt

    v

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    Meeluruh d srktsrkt pembut Mls Ats ss kj

    tersebut stu pedekt perlks dssk S 9000 telh

    ddgk utuk melksk Pegurus Kult Meeluruh d

    srkt-srkt pembut Mls Pedekt mempu empt

    lgkh tu: pegktrf S 9000 kefhm dlm perbez d

    persm tr ISO 9000 d Pegurus Kult Meeluruh

    perlks Pegurus Kult Meeluruh d peerus kemju

    Kej dlm perlks semu empt lgkh k memperbk

    d sg srkt-srkt pembut Mls mellu pegurus kult

    g lebh bk

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    RI

    ODUION

    The muturig setor pls sigit role i the suess o the

    iustri evelopmet i Mlsi. ts otriutio to the Mlsi Gross

    Domesti rout (GD) hs irese rom 1 3 9 per et i 1 97 to 27 . per

    et i 1 99 is expete to out or other 4 per et the er

    22 whe Mlsi is expete to eome ll iustrilise tio (Ali ,

    1 993) The ture o Mlsi eoom will e relig hevil o the well

    eig o the muturig iustries Tehologil vemets i

    ommuitio, trsporttio mrketig, et hve glolise the worl

    mrketple. With this mrket glolistio, the ompetitio i oth omesti

    itertio mrketpes hs eome more itese. itio,

    tehologil vemets hve lso put the mrketple i ostt

    evolutio . Uer these glolise st hgig mrket oitios, how

    Mlsi muturig ompies (MMC) ret to these oitios will

    etermie the ture o Mlsi eoom. To st i or eve he o

    ompetitio i the hgig eviromets, Msi muturig

    ompies must look ito the ws o mkig otiuous improvemets to

    ehe their ompetitiveess therise their ompetitors will Hee, the

    issue o oer is ot whether Mlsi muturig ompies re

    ompetitive to, ut whether the will e ompetitive tomorrow The

    extitio o iosurs the ow ll o British Empire re goo exmples

    o the outomes o ilig to meet the hgig eviromets

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    2

    M fcors h ffec compeveess hve dobedl chged

    h he dvceme d developme mfcrg echologes d

    operos mgeme formo echolog s oe mpor

    echolo gcl dvceme h hs drsc ll lered he fce of he

    mfcrg dsres Appropre se of formo mfcrg

    secor c led o he mprovemes csomer servce ql ed d

    efceces cos exb d me o mrke (Sgh 1994) The formo

    echolog hs lso esed he colleco d lss of hge mo of

    d d formo reqred o mke vros ql d prodcv

    mprovemes Aomo rcl ellgece comper ded

    desg/comperded mfcrg (CAD/CAM) re exmples of

    mpor pplcos of formo echolog mfcrg

    Aomo he omc opero of ssem b mechcl or elecroc

    devces h kes he pce of hm observo decso mkg d

    co s oe ke fcor o compeveess Aomo d s more

    dvced verso--robocs--mkes possble o free people from sks

    reled o he prodco esg d hdlg of prodcs compoes

    r merls d q speco eople ed o rodce vrbl

    o roe d repeve sks d hs c be sgc sorce of

    defecs d error Therefore omo ll o ol mprove he

    hroghps d prodcv of goods b lso he ql of hese

    prodcs (Rlph 1994)

    Hoever oe ms lso relse h echolog dvcemes

    mfcrg ms be copled h he developmes he hm specs

    o cheve opmm ress The dvcemes echologes c mmse

    hm depedece o cer specs of mfcrg b people co

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    3

    be totll elimited rom tod's muturig eviromets d re still

    the ke iuee o the perorme o muturig orgistios.

    developmets i muturig tehologies represet the dvemets i

    the hrdre side o muturig the developmets i opertios

    mgemet be ssied s the dvemets i the sore side o

    muturig The phiosoph d uture o orgisto hve the sme

    si git eets o the suess o the orgistio . The strtegies d

    philosophies i opertios mgemet hve evolved ith time d i

    tods busiess eviromet quit hs beome the etre o the

    strtegies d philosophies or orgistios suesses

    Sie the begiig o 2th Cetur qulit hs goe through m

    stges o de itio The pprohes to i stitutiolis e qulit i

    orgistios hve so hged ith respose to the dieret deitios o

    qulit t is the iterest o this reserh to look ito the urret qulit

    mgemet sttus o Mlsi muturig ompies d bsed o

    the observtios o the reserh to ome up ith pproh tht is suitble

    or Mlsi muturig ompies to implemet quit s pr o their

    ulture d strtegies i stregtheig their ompetitiveess i both

    domesti d itetio mrketpes

    ms of he Cuen Reseach

    The mi objetive o this reserh is to surve the urret sttus o

    Totl Qulit Mgemet (TQM) implemettio i Mlsi

    Muturig Compies (MMC) From the digs o the surve

    literture revie pproh to stregthe TQM implemettio i MMC

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    4

    ill the be disussed The results of this implemettio pproh ill be

    the improvemets i MMCs TQM implemettio d the their

    ompetitiveess i both domesti d itetiol mrketples dditio

    to tht, the seodr objetive of the reserh is to provide iformtio

    regrdig the urret sttus of MMC tht m be usel to other reserh

    purposes regrdig MMC

    The ayou of he Thesis

    Folloig this itrodutor hpter, the reserh bkgroud d

    literture o qulit d qulit mgemet ill be disussed d revieed

    i Chpter Chpter presets the methods used to ollet the required

    dt d the tehiques emploed i lsig the dt olleted Chpter

    V fouses i presetig d iterpretig the dt, d the digs o

    MMCs qulit mgemet sttus Chpter V disusses the roles d

    impote of qulit mgemet d teholog mgemet i MMC,

    d the pprohes tht ill evetull led to the implemettio of Totl

    Qulit Mgemet i MMC idigs d reommedtios re

    summrised i the lst hpter, Chpter V

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    R

    W

    As disussed earier i Chaper improvig ompeiiveess is he

    ke requireme or Maasia mauaurig ompaies (MMC) o sa

    ahead o he si ompeiio i odas orld markeplae Ahievig beer

    ompeiiveess hrough quali maageme is he approah ha ill be

    ivesigaed i his hesis Ma ompaies have emploed quali

    maageme o revive heir ompeiive edge ad ma ideas have bee

    geeraed b quali maageme praiioers ad osuas o ahieve

    suh ompeiive edge his haper diere ideas geeraed b quali

    proessioals are revieed addiio disussios o releva opis

    peraiig o he obeives o he researh suh as he researh bakgroud,

    he evouio o quai phiosophies ompeiiveess quai maageme

    ools ad sraegies i be arried ou

    Reseach Backgound

    F or ma ears he Malasia Goverme has emploed various

    approahes o help Malasia mauaurers ahieve beer ompeiiveess

    i boh domesi ad ieraioa markeplaes o esure idusrialisaio

    suess o he Malasia eoom Tax reduio ieives ad high aris

    o oreig produs have miimised he ompeiio i he domesi markes

    or various ke idusries he ieraioal see espeiall i he

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    world s lrgest mrke--he Uied Ses of Ameri, Mlsi produts re

    give speil tx relief ged b he U S Goveme der he Geerl

    Sstem of referee (GSP) for beig osidered s oe of he developig

    outries

    However, he mrke serio hs begu to hge Mlsis GS

    sttus for exporig goods ito the US mrket will be withdrw b the ed

    of 1 99 er m ers of suesses i the Mlsi eoom This does

    ot me the ed of the rod for Mlsi produts ito the US but it

    deitel mes th he ompetitio will be muh stiffer th it used to be

    With the formtio of the Europe Uio (EU), ompetitio hs lso

    beome more hlegig for the produs from ouries ouside the EU like

    Mlsi ddiio, uder the greemet of the Assoitio of Southest

    Asi Ntios (ASEAN) he formio of ASEAN Free Trde Are (AFTA)

    will see he removl of riff shieds i mrkepes of the member ouries

    This wil hve boh positive d egtive imps o Mlsi

    mufturers The posiive impts i be the gi of the mrket few times

    lrger th he urre Mlsi mrket he prie of ompetitio i the

    domesi mrke from eighbourig ASEAN outries Compred to most

    ASEAN outries oher th Sigpore, Mlsis ompeiiveess lies i

    the re of higher tehoog leves d beter ski lled workfore Hoever,

    higher wges hve someh egted this ompetiiveess The reverse

    be sid whe omprig Msi d Sigpore

    The soil d eoomi stus of he three mrkets disussed

    bove, the US, EU, d ASEAN, re sigitl differet Geerll, the

    wel l-developed soi d eoomi sttus of the U S d the EU hve

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    7

    shped the cosumer tttudes there to be more fvor of better product

    qult eve f t hgher prce Most of the ASEAN coutres re stll the

    developg stge socll d ecoomcll here cl resources re

    reltvel lmted The stuto hs mde the purchse decsos more

    tords blcg both prce d qult spects. Bscll these tttudes

    relte strogl to customers perceved vlue of the goods for hch the

    p for The mrket dffereces the developed d developg coutres

    hve demded C to meet the requremets of both qult d cost

    Compeiieness

    The developmet d dvcemet of mss producto techques

    hd mde m goods tht ere orgll vlble ol to the upper clss

    socet th the rech of the mjort of the poplto. The mss

    producto techques hd gretl cresed the umber d vret of

    goods vlble the mrket d creted the e blce of suppl d

    demd reltoshp hch tur resulted the drop of the prces of

    goods The e suppl d demd reltoshp provded the ecessr

    foudto eeded for the evoluto of the des of compettveess Whe

    goods becme more ffordble terms of prce to the publc people strted

    lookg t other fctors other th prce before bug product Thus

    prcg loe could o loger provde eough mrket compettveess d

    the focus o the other fctors beg

    M fctors determe compettveess As dscussed erler

    lthough prcg stll pls sgct role t s o loger the sole

    determt Compettveess s o combto of sellg prce (cost)

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    8

    qult depedlt ex t tme d serve (Noor d Rdford 1 995)

    The lk o f oe or fe of these e lemets l l use ustomer

    dsppotmets d dsstsftos

    Surves rred out the Geerl Sstems mjor U .S mrkets

    hve sho tht osumers hve mde qult progressvel more

    mportt osderto th pre ther purhse deso 1992 e

    out of te uers mde qult ther prmr purhsg stdrd

    (Fegeum 1 994) Ts m ot e true for ll outres t the momet ut

    t s the tred the ord s movg to. Ths hs pled qult s oe of the

    ke fouses of effort to heve etter ompettveess

    For m progressve ompes qult s gve d eesst to

    e usess (Peges 1995) Hee fousg o qult loe s ot

    eough. these ompes produtvt d the mes of ho to mprove

    produtvt re s mportt s f ot more mportt th qult

    mprovg qult m ses lso rgs log produtvt mprovemet

    ut there m other s to further mprove produtvt Chges

    teholog mgemet d proesses provde opportutes for

    produtvt mprovemet the tme Tese opportutes eed to e el

    ptlsed

    The ottom le for ll mprovemet tvtes e t qult

    produtvt or others s to sts ustomers so tht the ll keep omg

    k to the omp for more usesses hh tur results the

    superor l results As result ustomer fous d esurg ustomer

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    stsfto re rtl gols for te omp Compettveess ll ot be

    ssue e ustomer stsfto s eved

    The oluon of Qualy Managemen

    Trdtoll qult s bee veed s oforme to

    requremets We produt or serve met te requremets of set of

    formll rtte speftos t s osdered to be good qult

    (Fegebum 1 994) Hoever ts deto s mde from te perspetves

    of produt mufturers or serve provders rter t te ustomers of

    te goods or serves Wt te mrketple gettg more ompettve d

    osumers tttude d expettos tords qult more srpeed

    meetg set of mufturers spetos s o loger sufet Armd

    Fegebum (Fegebum 1 99 1 p 7) deed produt d sere qult s

    "Te totl omposte produt d serve rtersts of mrketg

    egeerg mufture d mtee troug te produt d

    serve use ll meet te expettos of te ustomer" M oter

    utors o qult lso empsze te mporte of ustomer stsfto

    (Fegebum 1 994 Flood 1 994; Jblosk 1 992 ) Tus ustomer

    stsfto s beome te m teme deg qult

    Te developmet of qult plosop s sped over te etre

    tetet etur Hstorll te mjor ges of qult otrol

    teques ourred pproxmtel ever 2 ers d be summrsed

    te follog roologl order: opertor qult otrol forem

    qult otrol speto qult otrol sttstl qult otrol totl

    qult otrol d totl qult mgemet (Fegebum 1 99 1 )