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Essay / Research Paper Abstract
This 3-page paper explores the link between quality management and consumer demand. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: AS43_MTqualdema.rtf
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Unformatted sample text from the term paper:
great service. In theory, better quality, or higher quality, should increase demand for a product or service. But does this happen in actuality?
The answer here is yes - kind of. A total quality program - or something similar, which stresses continuous improvement - does help increase customer demand. But it doesnt just
happen by itself. It requires a little work to ensure that quality can be linked to demand. In their study about SK
Shanghai Co., authors Wang et al (2007) pointed out that this company did a good job of decreasing the percentage of total product quality costs to sales revenue. But it
had to take its quality cost report (which showed a high rate of internal failure costs), improved that, and then linked it to cost controls and goodwill (Wang et al,
2007). This only happened, however, when the entire company was involved, from the CEO down. It also only happened when the company was
able to set up total quality management as a competitive advantage; it discussed its falling failure costs, for example, letting consumers know it was actively improving (Wang et al, 2007).
The result for SK Shanghai was, of course, a better and stronger face in the marketplace, which, of course, attracted consumers. But again,
there was some strategic finagling when it came to merging TQM with competitive advantage, then letting the market know about it. Basically, TQM
isnt necessarily a marketing tool, at least not in the direct sense. Indirectly, of course, quality can reduce costs and improve the product, thereby stimulating the demand. But there isnt
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