Discusses the role of top management in providing leadership by example on the road to Total Quality. Explores important themes from executive workshops ‐ how to “model” quality and service in all interactions with employees; how to market the quality and service precept; and how to be visibly involved in the continuous improvement programme. Reviews customer research, training and follow through procedures. Suggests that the completion period of the programme must be overseen by a steering group of key players in the business who will be given specific responsibilities.
Scally, M. (1992), "People selling perfection", Managing Service Quality: An International Journal, Vol. 2 No. 4, pp. 195-197. https://doi.org/10.1108/09604529210029335
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