TQM with quality perception: a system dynamics approach

Abstract

Purpose

Prevailing information asymmetry in business processes alters the market dynamics. Quality uncertainty ensues from this phenomenon. Philosophy of information economics is implemented to correlate total quality management (TQM) practices in industry with quality perceived by customers. Quality perception, a newly coined term, is discussed at length, along with causal factors. This paper aims to provide a system dynamics framework for quality perception and to investigate the role of the changing level of market‐side enablers on quality perception.

Design/methodology/approach

System dynamics is used for modeling and analysis. To realize the impact of information asymmetry on quality perception, simulation runs are carried out for an Indian case.

Findings

Enablers, such as advertising, word‐of‐mouth, rebate, warranty and guarantee, mitigate the effect of information asymmetry on quality perception, and commensurately translate TQM to market value.

Research limitations/implications

The study of some aspects of information asymmetry and quality perception is attempted. Further study is required to understand repercussions of information asymmetry on the complete supply chain processes.

Practical implications

The model has a practical relevance to implement quality perception enhancement by deciding upon the policy mix.

Originality/value

With quality perception defined and modeled, the paper attempts market orientation to quality paradigm.

Citation

Wankhade, L. and Dabade, B.M. (2006), "TQM with quality perception: a system dynamics approach", The TQM Magazine, Vol. 18 No. 4, pp. 341-357. https://doi.org/10.1108/09544780610671020