How is 'quality' defined in the context of TQM?

In the context of Total Quality Management (TQM), 'quality' is fundamentally defined as meeting or exceeding customer expectations. This perspective emphasizes that quality is not merely about meeting predefined standards or eliminating defects, but rather about understanding and fulfilling the needs and preferences of customers.

TQM is customer-focused, meaning that organizations strive not just to satisfy customers but to delight them by providing superior value and service. When quality is defined this way, it encourages a holistic approach that encompasses all aspects of an organization, including processes, products, and services, ensuring they align with customer desires.

By prioritizing customer satisfaction as the cornerstone of quality, organizations can foster loyalty, enhance reputation, and improve overall performance. This customer-centric view contrasts with narrow definitions of quality that focus solely on compliance with standards or defect reduction, as these do not necessarily reflect the overall customer experience or perception of quality.