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Asian Journal of Business Management 2(1): 9-16, 2010

ISSN: 2041-8752
© M axwell Scientific Organization, 2009
Submitted Date: September 30, 2009 Accepted Date: December 18, 2009 Published Date: February 10, 2010

Implementation of Total Quality Management in Higher Education


1
Murad Ali and 2 Rajesh Kumar Shastri
1
Institute of B usiness M anagem ent, V BS Purvanchal University , Jaunpur, U.P-221 001, Ind ia
2
Department of Humanities, Motilal National Institute of Technology,
Allahabad-211 004, U .P. Ind ia

Abstract: In this paper it has been tried to bring out a clear status of higher education and emerg ent needs to
enhance the quality of higher education. Globalization of higher educational services has become an area of
key focus for ma ny countries in post W TO scenario. In order to fuel the socio-economic development of the
country, higher education is play ing a more active role in our cou ntry and this requires a paradigm shift in terms
of governance and service delivery. Higher education institutions must become m ore inn ovative lead ing to
quality institutions of knowledge production and dissemination. Realizing the importance of higher education,
a lot of innovative experim ents are being done to imp rove the performance of this sector. Application of TQM
concepts is one of such measures, which will go a long way in revolutionizing the higher education system. The
paper attempts to theoretically conceptualize TQM in higher education.

Key words: Conceptualize, customers, higher education, innovative experiments, Total Quality Management
and WTO

INTRODUCTION is a basic investment nece ssary to improve the overall


quality of life. The strong linkage between the economy
The importance of education for the development of and education was never so clearly visible as now. It is
excellence, expe rtise and knowledge leading to ov erall the availability of employment in the market that makes
development in economy cannot be undermined. This has the learners choose their areas of study.
necessitated a sound strategy for the development of
higher education in almost all countries of the world. Objectives of the study:
Establishing leadership in the world is possible only when C The quality and social relevance of higher education
we have a developed system of higher education in which imparted in deve loping nations remain qu ite low and
efficiency remains the sole criterio n to evaluate deteriorating due to paucity of funds
performance. The system of higher education is found C Total Quality Management (TQM ) should be
efficacious in making available to the society a dedicated, unavoida bly common factor that will shape the
committed, devoted and professionally sound team of strategies of higher educational institutions in a same
hum an resources to decide the future of any n ation. T his man ner.
is possible only when the principles of quality C The developmen t of higher education is correlated
management are inculcated in the system of higher with th e econom ic developm ent.
education. Total Quality M anag eme nt (TQ M) is C Study on the feasibilities of different strategies for
inevitably common factor that will shape the strategies of TQM in higher education
higher educ ational institutions in their attempt to satisfy
various stakeholders including stude nts, parents, industry MATERIAL AND METHODS
and society as a whole. The paper is a theoretical attempt
to explain the application of T QM in tertiary education. It Traditionally, the higher educational services include
deals with issues pertaining qu ality in higher education the three fundamental functions;
and moves on to identify variables influencing quality of
higher educ ation. It also conceptualizes a model for C Teaching
application of TQM in higher education. C Research; and
The new econ omic grow th theories have emphasized C Extension.
the role of human capital as the k ey of economic grow th
and development. The World Bank’s recent study of 190 Teaching serves to transmit knowledge and skills from the
countries reveals that it is higher education that helps in teacher to the tau ght on es. Th e purp ose of research is to
enriching the quality of man pow er. Thus higher education explore new knowledge whereas the function of extension

Corresponding Author: Dr. Rajesh Kumar Shastri, Department of Humanities, Motilal National Institute of Technology,
Allahabad-211 004, U.P. India
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Asian J. Bus. Manage., 2(1): 9-16, 2010

focuses on developing the application of the developed an organization in order to achieve continuous
knowledge for addressing the common problems of the improvement in cost, quality, function and delivery of
society. goods and services for customer satisfaction”. It refers to
The functions of the higher education can also be the application of quality principles to overall process
elaborated as under; and all the manag emen t functions in order to ensure total
C To seek and cultivate new knowledge, to engage customer satisfaction. TQM implies the application of
vigorously and fearlessly in the pursuit of truth and to quality principles right from identification of customer
interpret old kn owledge and b eliefs in the light of needs to post purchase services.
new need s and discoveries; TQM has been adopted as a management paradigm
C To provide the right kind of leadership in all walks of by man y organizations w orldw ide. Q uality m ovemen t in
life by helping the individuals develop their potential; across the w orld starts with quality improvements project
C To provide society with competent men and women at manufacturing companies. But later it spread to other
trained in all professions who, as cultivated service institutions including banking; insurance, non-
individuals, are inclined with a sense of social profit organizations, he althcare, government and
purpose; educational institutions. TQM models, based on the
C To strive to promote equa lity and social justice and to teachings of quality gurus, generally involve a number of
reduce social and cu ltural differences through “principles” or “essential elements” such as teamwork,
diffusion of ed ucation; top management leadership, customer focus, employee
C To foster in the teachers and students, and through involv eme nt, continuous improvement tool, training etc.
them in the society generally, the attitudes and values Awards like Deming in Japan, Malcolm Balridge in USA;
needed for dev elopin g the ‘good life’ in individuals European Quality awards etc are reflection of growing
and society; concern in this area.
C To bring the universities closer to the comm unity TQM is the process of changing the fundamental
through extension of knowledge and it’s applications culture of an organization and redirecting it towards
for problem solving. superior product or service quality (Gaither, 1996)
TQM can be defined as a general management
Quality: The word quality is derived from La tin word philosophy and a set of tools w hich allow a n institution to
qualis, which means “wh at kind of”. It con notes a variety pursue a definition of quality and a means for attaining
of meanings and implies different things to different quality, with quality being a continuous improvement
people. According to Ju ran “Q uality is fitness for use or ascertained by customers’ contentment with the services
purpose”. Crosby considers it as “conforman ce to they h ave received (M ichael et al., 1997)
standards”. Deming defines quality as “a predictable According to Witcher (1990) TQM is composed of
degree of uniformity and dependability at low cost and three terms: T otal: meaning that every person is involved
suited to market”. In general quality is one, which including customer and suppliers, Quality: implying that
satisfies customer needs and continuously keeps on customer requirements are met exactly, and M anag eme nt:
performing its functions as desired by customers as per indicating that senior executives are committed.
specified standards. TQM may also be defined as; : doing things right for
the first time, strivin g for co ntinuous impro vem ent,
Quality in education has the following dimensions: fulfilling customers ’ need , mak ing qu ality the
Consistency: Here the educational processes involve responsibility of every employee etc.
specifications through zero defect approach and a quality Mo st of w ork of qua lity and TQM can be traced to
culture. But the limitations are in achieving consistent the work of gurus W.Edw ards Deming and Joseph Juran’s
standards and conformity to those standards. teachings and statistics in Japan during the 1950’s and the
revolution that follow ed in the U SA in the 1980s to meet
Fitness to purpose: fitting the customer specifications, or preferably exceed customer expectations. Common
minimum-based fitness for purpose and customer theme in quality management includes consistency,
satisfaction. perfection, waste elimination, delivery speed and
Value for money: through efficiency and effectiveness customer service. The objective of TQM is to build an
organization that produces products or performs services
Transformative: education is an ongoing process of that are considered as quality by those who use them. The
transformation that includes empowerment and quality of a produc t or a service is the custom er’s
enhancement of the custom er. perception of the degree to which the product or service
meets their expectations.
Total Quality Management (TQ M ): Feigenbaum,
devised the term in 196 1, who name d it as total quality TQM in Higher Education: According to the reports of
control (TQ C). T QM can be defined as “the process of UNESCO and the World Bank, social and private returns
integration of all activities, functions and processes within of the higher education is less than those of primary and

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second ary education, It is estimated that social return of recognizing and encouraging quality, fostering and
primary education is 25% while that of higher education developing talent, interv ening, coach ing, being a role
is only1%. This has led to the thinking that the returns of model of exemplary behavior, taking risk and acting agent
higher education are largely personal/private and of chan ge (M arsh, 1992). Michael et al. (1997)
therefore, subsidy on this should be reduced . There are recommended that top leadership is the key to any TQM
three generic approaches to TQM in higher education programme and the driving force behind success and
(Harris 1994), Firstly there is a customer focus where the failure. The TQM programme must be sold and not forced
idea of service to students is fostered through staff on the employees. Leadership must make the programme
training and development, which promotes student’s attractive a nd ne ce ss ar y t o e m pl oy ee s. G ood
choice and autonomy. The seco nd approach has a staff communication, proper training and using benchmarking
focus and is concerned to value and enhance the and research on TQM philosophies and programmes can
contribution of all members of staff to the effectiveness of enhance the success rate.
an institution’s operation, to the setting of policies and In man aging educ ational change there has been
priorities. This entails a flatter management structure and general criticism (Iven, 1995) that government initiatives
the acceptance of responsibility for action by defined are being pushed by a “ narrow, employer-driven
working groups. Th e third approach fo cuses on se rvice strategy”. Policy makers do have an obligation to set
agree men ts stance and seeks to ensure conformity to policy, establish standards and monitor performance.
specification at certain key measurable points of the They must articulate important educational goals (Fullan,
educational processes. Evaluation of assignments by 1993). In achieving these goals they can rely only on
faculty within a specified timeframe is an example. those involv ed in delivering further education. The
Lawrence and Mc.C ollough (2001) propose a system success or failure in meeting the objectives of educational
of guarantees designed to accommodate multiple policy makers will depend on factors over which they
stakeholders and the various and changing roles of have little direct control. Sustained educational
students in the educational process. Their system of improvement and committed shared vision depends on the
guarantees focuses on three custom er grou ps: students, nature and q uality of leadership and interaction between
instructors of advanced courses that b uild on prereq uisite leaders and members of the institution.
courses and thirdly organizations that employ graduates Sangeeta et al. (2004) considers education system as
of the college. A system of guarantees provides an a transformation process comprising of inputs of students,
institution with a competitive advantage by allowing it to teachers, administrative staff, physical facilities and
tangibilize intangible educational quality to perspective process. The processes include teaching, learning, and
students and their parents. administration. Output s includes examination results,
Durlabhji and Fusilier (1999) states that customer emp loym ent, earnings and satisfaction.
empowerment in education requires greater input from Roffe (1998) considers tha t due to open competition,
students as well as from business community that w ill students are becoming more customers as well as
even tually employ them and this in term will streamline consum ers and expected to pay a growing share of the
education and eliminate any vestiges of the esoteric costs of edu cation. This leads to com petitive forces that
academic “ivory tower” that exist in business school genera te different programmers for different student
coursework. The benefits of student empowerment in the groups. The conceptual problems include whether TQM
classroom must be weighed against the need for control to in higher education should be people or problem oriented,
achieve minimum educ ational goals a nd ad equate and fair difficulty in introducing the application and acceptance of
evalu ation. TQM in higher education institutions, which have not
In his mode l of distributed leadership for managing embraced tenets of TQM , team Vs individual orientation
change in higher educational institutions, Gregory (1996) towards TQM , maintaining the rate of innovation amongst
sugg ests four dimensions of institutional leadership- others.
symbolic, political, managerial and academic. A true In their model for TQM implementation in higher
leader embodies the whole institution by winning educational institutions, Osseo-Asare and Longbottom
commitment of others to organizational goals, obtaining (2002) proposes enabler criteria, which affect
resou rces and presenting corporate image to the external perform a n c e and h elp org aniza tions a chi eve
world. Secondly leadership will be politic for the organizational excellence. These “en alber” criteria are
institution, gaining sup port and using and resolving leadership, policy and strategy, people managem ent,
conflicts to achieve its means. His m anag erial skills resources and partnerships and processes. They also
pertains to controlling, representing, staffing, structuring, suggest “result” criteria including customer satisfaction,
setting goals and communicating apart from handling people satisfaction, and impact on society and key
budgets, costs, information flow, em ploye e relations, performance results for measuring the effectiveness of
external funding and relations with validating and TQM implementation. Non-implementation of TQM was
awarding bodies. Fina lly his aca dem ic role includes being due to institutions pre occupation with funding agencies
a leading profession al, leadin g othe rs in a collegiate style, and non-embracement of continuous improvement

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culture. Proper education and training of those involved Higher Education Customer: Generally the students are
in the implementation process will help to mitigate this considered as end customers. Harvard University defines
problem. its customer as “ as one to whom we provide information
or service”. Students who use the institute’s service and
RESULTS AND DISCUSSION employ ers who are consumers of students are regarded as
customers.
Issues of T QM are being addressed in higher Therefore the customers are students, employers or
education institution, particularly as they relate to both.
productivity and financin g. Those adopting TQM in According to Spanbauer there are two types of
higher education have varying perspectives on the customer: (i) external (students,emp loyers,taxpayers and
approach. Som e see TQ M as a m anag eme nt system w ith com mun ity at large, other educators from different
customer or student satisfaction as the crucial element. institutions) and (ii) internal (other instructors, service
Others see TQM as a philosophy fostering change in an department staff) According to Srivanci, students as
organization or the educational institutions. Aca dem ic customers take four roles: (i) the product in process (ii)
institutions have used both the approaches in applying the internal customers for many campus facilities (iii) the
TQM in higher education settings. laborers of learning process and (iv) the internal
Quality of education takes into account external customers for delivery of course material need is
environment in which institutions operate: internal determined by education mix. viz teaching, research and
environment where teaching learning takes place and exten sion activities.
home environme nt of learners.
The systems approach to education comprises of Teaching: Teaching forms the backbone of any
inputs, processes and outputs, all encompassed in an educational system. The objective of teaching is the
arbitrary boundary, and the environmen t. transmission of knowledge from the teacher to the taught
Inputs from its environm ent cross the bo undary into ones. Apart form classroom lectures, more innovative
the system: these are acted on within the transformation/ teaching can be imparted through other modes including
production process and finally released from the system discussions, case study analysis, presentations, field
back into the environment as outputs. The direction of projects, role play, simulation methods among st others.
flow from the inputs, through transformation/production Teaching methods in synchronization with the learning
process to the output indicates the flow of energy, objectives will facilitate better teaching-learning process.
information etc. Inputs are human, physical and financial
r e s o u r c e s , ( s t u d e n t s , f a c u lt y , a d m i n i s t r a t o r s , Research: Research focuses on exploration of the
organizational culture) knowledge. In an educational system of any country,
Process is a series of actions or operations concluding research has been stereotyped to be part of higher
to an end. A process transform s measurable inputs into education system. It is generally associated with the
mea surab le outputs under a value adding operation. unive rsity system where by research is pursued after
Educational process is a series of actions or operations obtaining a post graduates level, though there may be
leading to an educational end learning, training, and or need of research at lower levels of the educational system
scho larly activity. Transformation process for an hierarchy. Research facilitates new insight into the subject
educational institution consists of activities performed to matter. It is related to innovation. It has been evidenced
dissem inate knowledge, to conduct researc h and to that many scientific innovation were led by research,
provide community service. Process in the education which were followed by commercialization of products.
s y s t e m i n c lu d e t e a c hing , l e ar n i n g , r e s e a rc h , It is therefore imperative that a good research system not
administrative activities and knowledge transformation only prom otes scientific and rationale thinking, but also
Outputs are tangible outcom es, Value addition leads to economic well being in the long run.
(through examination results, employment, earnings and
satisfaction), Intangible outcomes (educated people, Extension: Extension activities are primarily aimed on
research finding s and service to comm unity). the application of the developed knowledge to address the
Then there is feedback i.e. the outputs of information common problems of the society. Higher educational
about the system which, when fed back into the system as system does not operate in isolation. There are many
inputs, are able to modify the system while the pro cess is interfaces including sociological, cultural, economic,
in progress, thus mak ing the system more responsive to techn ological, political and so on. A good higher
the needs of the com ponents in the environment and thus education serves to solve the problem of the so ciety
making the system flexible. T he ou tput so release d sho uld affecting these interfaces. It serves to promote local
satisfy the compo nents in the environment in the form of community development by involving the locals.
customers/stakeholders: else the inputs would cease and Development in agricultural fields is always associated
further transformation /production ceases too. with the benefits associated to the farming comm unity. It

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also aids in reduction of poverty by generating avenues People: People for the core of any activity. In judging the
for jobs through placeme nt. Co mm ercial organizations are quality, the notion of stakeholders, including students,
working in cooperation with the unive rsity labo ratories to paren ts and emplo yers, plays a v ital role in appraising
develop new their products are also part of extension educational system as a whole on each o f these
activities. parameters. It is imperative that all individuals and group
associated with the higher educational system are well
Service price: The de mand for higher education is also aware about their duties and responsibilities. Training of
influenced by the ability of the customers in terms of his students is the main objective of educational system so
willingness to pay. In developing and underdeveloped as to facilitate to be better citizens of tomorrow. Paren ts
nations, where a huge chunk of the population still lives have to be informed on continual basis about the
below the poverty line, price is an importan t criteria in development of their wards so as to elicit their feedback
determining as to have access to higher ed ucation. In this for the imp rovemen t of the sy stem. Employe rs’ role is
context most of the universities and public funded vital in terms of providing intrinsic and ex trinsic
institutions are playing a positive role in controlling the motivating factors to the em ploye es. They have to
cost escalation and providing higher education to the imbibe the changes in the external environment for the
econ omically unprivileged on es at a reason able cost. betterment of the institutions.
As discussed the external environment or the macro
Place and accountability: The location of the institution factors will have their impact on the quality of the
is also determining factor for choice of higher education. parameters. The political and legal environment has
It is generally observed that students prefer institutions impacted in terms of globalization, liberalization and
located in closer vicinity of their villages or town. The privatization. In recent times there has been rising
role of location becomes less significance if the emergence of private institutions of higher learning across
educational institutions offer a course of relative superior the globe. They are trying to cater students in different
quality coupled with is a high demand and low su pply geographical locations across the world. Here arises the
phenomenon, where students are willing to relocate for need for a better regulatory framework –both at national
educational purposes. Moreover a system , which is more and international level to maintain the standardization.
acco untab le to the different stakeholders of the higher Econom ic factors serve as a catalyst for socio-econ omic
education, will generate better interests. development of any region . Education needs is also
judged in terms of econ omic cap acity of the region.
Delivery Mechanism: Students also look at the mode of Generally people of developed nations with better
acquiring education in terms of accessibility and price. purchasing capacity have access to better education. So
Generally the preference is given to full time courses. But education level is an indicator of economic well being.
part time learning, distance learning, correspondence But this may not be true always as evidenced in recent
courses, open learning, e-learning has proved to be a boon times, where it is found that more people from the
to those who can not go for full time educ ation, especially working force are enha ncing their educational
those in the organized employed sector. qualifications due to layoffs as a result of general
recession in the global economy. Economic development
Physical evidence: Physical evidence in terms of has brought m uch chan ge in the socio cultural factors in
infrastructure and other facilities often serve as a major the society. Education is not only considered as an avenue
attraction to the end user. Many institutions tune in terms to job market, but also to the overall development of
with infrastructural facilities w hile po sitionin g individual and society at large. A civilized society is one
themselves. A well-equipped classroom promotes better which is educated and enlightened.. It is associated w ith
teaching –learning process whereas mode rn laboratory status of individuals. The rising educational needs have
facilities paves the way for better skill acquisition. given opportunity to educational industry across the w orld
Institutions cater to the varying needs of the students, to go on expansion. Technological changes have
teachers and administrators by providing better revolutionized the world. The system of higher education
accommodation, offices, cafeteria, clinics, gymnasiums has also been im pacted with this. Satellite based
and good am bienc e in general. education; E-learning an d adven t of sophisticated
educational aid equipments have made tremendous impact
Creating awaren ess: All the abov e factors will be futile in terms of better quality teaching – learning process.
if they are not properly communicated to the stakeholders. Thus we see that the participation of all the
Advertisement in the print and electronic media are being constituencies of higher educ ational system will resu lt in
resorted to for this purpose apart from official continuous impro vem ent in the proce ss. This will
communication to the stakeholders. Institutions are also facilitate more customer friendly practices, which w ill
resorting to promotional methods including educational result in Excellencies of performance in terms of quality
fairs to facilitate better reach amongst the stakeholders. outputs. This cycle if repeated continuo usly w ill improve

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Fig. 1: A strategic Model for Implementing Total Quality Management in Higher Education Services

quality at each stage. In the aforesaid model, need for to tune in with T QM transformation. Ambig uity in
higher education is primarily based from what the customer identification also creates hurdles in TQM
customers wants in terms of output and satisfaction implementation. Among the main groups within the
(Fig. 1). higher educ ation institutions-there is not much agreement
on which the customers are. W hile most administrators
Challenges in tqm implementation in higher tend to perceive stu dents as customers of faculty in
educational institutions: According to S rivanci (2004) classrooms, many faculty staff resent this metaphor as
critical issues in implemen ting TQM in higher education being too commercial. Without a well-defined customer
includes leadership, customer identification, cultural and and a customer focus, quality e fforts may be easily
organizational transform ation. Unlike business diffused.
organizations, chancellors and heads of higher educational Ow lia and Aspinwall (1997) concludes that customer
institution do not enjoy ultimate authority in hiring and orientation is a more prob lematic principle of TQM when
firing of personnel and allocating resources. Lack of applied to universities because of special nature of many
necessary autho rity makes it difficult to de ploy th eir academics whose motivation to work is often independent
values and goals through layers of higher education of market issues. The effectiveness of leadership is
institutions. Deep rooted tradition s dating back to adversely affected by individualism among academic staff
centuries, a rigid departmental model, inter departmental and due to absence of team working.
competition for resources, lack of market focus are the Impact of TQ M in higher edu cation is small due to
cultural and organizational reasons that makes it difficult organizational inertia to change, failure to focus on

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important questions, non receptive of ac adem ic culture to being a continuous improvement ascertained by
TQM (Koch, 2003) customers’ contentment with the services they receive.
W hile higher education institutions are home for TQM can be applied to higher education, but it must be
learning and create knowledge through their research modified to fully recognize some unique aspects of
function, it is ironic that they have been lagging behind education viz education is a service industry with no
other organizations in embracing and implementing TQM. visible, tangible “product”.
This inertia is due to structural and traditional The deve lopment of higher education requires
characteristics of higher educational institutions. There increase funds and even more for its maintenance. The
are some other special challenges that are not encountered W orld Bank document (1994) states, “The development
in other organizations. These include of highe r educ ation is correlated with the ec onomic
developm ent. Enrolment ratios in higher education
Leadership: Unlike CEO ’s of business organizations, average 51% in the countries that belong to OECD,
Vice Chancellors/Directors of Universities/ Institutions do compared with 21% in middle-income countries and 6%
not enjoy ultimate authority hiring and firing personnel in low-income countries”. Therefore, the first and
and allocating resources. Institutional heads can set goals, foremost task for any nation is to expand its higher
organizational values and performance expectations. education system further in a planned way so as to cover
However since they lack necessary autho rity, it is difficult as large a portion of the eligible age gro up as possible.
for them to deploy these values and goals through the For unive rsities, ma inly, selling point for a quality
layers of higher education institutions. programme is the leaner budgets and higher efficiency
and productivity inherent in certain quality programmes.
Cultural and O rganizational transformation: Many As budget continues to tighten from Government higher
business organizations have adopted TQM and education must be more vigilant and tenacious in its
transformed their institution’s culture into a total qua lity pursu it of prov iding q uality ed ucation at low er cost. This
culture that involves elements such as teamwork, is com pounded by decreasing costs, decreasing enrolment
employee participation, customer and market focus etc. totals, downsizing departments, and economic induces
However highe r educ ation institutions have deep-rooted slashes in fund ing form govt. There fore ed ucational
traditions dating back to several centuries and are organizations are forced to resort to leaner and meaner
resistance to change. Eg. U niversities and colleges are approach. Ben efits of TQM include heightened employee
organized on de partm ental units. In adopting TQM morale, better teamwork among departments, bridging
culture, organizations move from product focus to market faculty-staff functions, increased quality from customer
focus. But for faculty, particularly research faculty, viewpoint and continuous development of everyone who
primary loyalty lies in the academic field. Market is part of higher education institution.
requirement for their students are of sec ondary
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