The basic ingredients of most total quality initiatives are the customer relationships. However, the concept of “customer” may not be sufficient to improve people in organizations to greater effort. The structure of many organizations is based on control rather than on service. Some organizations are re‐examining their structures to give greater flexibility and place greater emphasis on mutual service.
Choppin, J. (1994), "“I Serve” : Total Quality Requires a Service Culture, Even in Manufacturing", Managing Service Quality: An International Journal, Vol. 4 No. 4, pp. 51-52. https://doi.org/10.1108/09604529410065289Download as .RIS
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