Suggests that, in higher education management in the 1990s, a strategy utilized by increasing numbers of organizations for effective change and sustained competitive advantage is TQM. Aims to determine the advantages of TQM and how TQM can be applied effectively and efficiently in higher education institutions. Develops a higher education TQM excellence (HETQMEX) model based on fundamental concepts of service quality: five‐S, marketing and education quality control, quality control circles, ISO 9000 and total preventive maintenance. Acknowledges the diversity of customers which TQM must satisfy and highlights some of the problems encountered in implementing the model, based on well‐founded research and experience of the authors.
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