Asserts that for quality improvement to have a lasting effect in an organisation, employees need to learn how to adapt themselves to the culture change and understand why it is necessary. Centres on the argument that for any change of consequence there is a need to look to unreasonable people who persist in trying to adapt the world to themselves. Discusses the implications of culture change. Outlines the methods to provide a direct and practical means of getting people to take a different perspective on themselves, and thus be more prepared to take on and use relevant quality education.
Seddon, J. (1991), "Attitudes and behaviour", Managing Service Quality: An International Journal, Vol. 1 No. 4, pp. 193-196. https://doi.org/10.1108/09604529110028652
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