TQM with quality perception: a system dynamics approach

Lalit Narendra Wankhade · Balaji Dabade

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Quality and Supply Management Customer Service Quality and Loyalty Management Systems and Quality Improvement

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.

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References

1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 2000Business Dynamics: Systems Thinking and Modeling for a Complex World 2002Information and the Change in the Paradigm in Economics 1969Urban Dynamics 1973World dynamics 2002An investigation of the total quality management survey based research published between 1989 and 2000 1995A study of measuring the critical factors of quality management 2001Critical factors and performance measures of TQM

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