Quality management principles are comprehensive and fundamental rules and beliefs, for operating organizations, with an aim of improving performance by focusing on customers and at the same time address the needs of all the stakeholders (Griffin, 2007).
These principles include:
Organizations should be customer-focused. They should be able to understand their customers' needs and have the ability to meet them
There should be strong leadership that ensures the organization knows its direction and purpose.
All the employees must be involved in the quality process in order for the organization to meet its set goals.
Process approach and any related resources should be taken to activities.
Interrelated processes must be identified as a system to improvement efficiency in achieving the set objectives
Organizations should always strive for continual improvement
Decisions should always be grounded on factual information
A mutually beneficial relationship must be created between the suppliers and organizations
1) Customer-Focused Organization:
This is where organizations depend on their customers. Organizations should, therefore, understand the current and future customer needs, meet their customer requirements, and strive to surpass customer expectations.
Leaders create unity of direction and purpose of the organization. They are expected to create and maintain the internal environment, where people are involved in achieving organizational objectives.
3) Involvement of People:
People at all levels are essential in the growth of an organization. Their active involvement enables their abilities and efforts to be used for the benefits of their organizations.
4) Process Approach:
Set goals are achieved more efficiently if related resources and activities are managed as a process.
5) System Approach to Management:
The approach is used to identify, understand, and manage interrelated system processes for a specified objective, to improve organizations' efficiency and effectiveness.
6) Continual Improvement
This is a continuous process, which should be a permanent objective of the organization.
7) Factual Approach to Decision Making:
Practical decisions depend on analysis of the information.
Quality management is an essential issue that contribute to the success of the organizations. It ensures that the products, services, or organizations are consistent. The primary aim of any organization is to accomplish their set goals. This heavily depends on the quality of services they offer to their customers. Many businesses seek to provide the highest level of quality service and products to their clients. Quality management has four principal component namely; quality control quality planning, quality improvement, and quality assurance. Quality management is not only focused on the quality of product and service, but also ways used to achieve it. Therefore, quality management uses quality assurance and control of products to achieve more stable quality.
Some of the benefits of quality management include:
Strengthened competitive advantage
Elimination of wastage and defects
Enhanced market image
Improved employee morale and job security
Improved customer satisfaction and focus
Increased customer loyalty
The airline industry is one of the most important element in tourism, leisure, and international businesses, and it plays an imperative role in the growth of the global economy. Emirates Airline Company is located in the Middle East, and it is the national airline of United Arab Emirates. The Airline is ranked among the top 10 worldwide in regards to the number of passengers, revenue, fleet size, and many other considerations.
Having stayed in the airline market for many years, the company understands the trend of consumer demands. Emirates Airline Company has many jets and experienced workers, giving it a competitive advantage over the other companies (O'Connell, 2006). This position makes it fly to more destinations on a daily basis.
Quality management involves improvements in several organizational aspects such as employee satisfaction. It is regarded as a significant factor, which can enhance the performance of a company and its productivity. Emirates Airlines believe that their employees are the heart and soul of their organization, therefore, they focus on recruiting, training, and retaining high-caliber staff. They also venture in operating high caliber of training programs. These programs are usually made available and accessible to all staff across the entire company. Some of the methods used to facilitate these programs include e-learning, classroom-based programs, practical assessment, project based training, simulation, or a blend of these programs (Besterfield, 2003).
Emirates Airlines has many learning resource centers in its headquarters making it possible for them to have a learning environment for their employees. Subsequently, Emirates has a learning portal known as "My Learning Zone. This portal is designed to help in accessing, training and development materials, and information. The primary goal of these training is to keep the employees skills updated and make them remain abreast of the industry development
Customer satisfaction is an important aspect of marketing activities linking the purchasing and consumption process with post purchase phenomena. Satisfying customers is an essential element in marketing concept as it affects consumer behavior, profitability and the value OF shares. Emirates airline quality management team dedicates their time to understand the current and future customer requirements, and employ the best strategies that enable them to meet these customer needs and sometimes try to exceed the expectations of the customers. The organization believes in order to attain customer focus all their employees should know their customers requirements and have the ability to satisfy them. Emirates Airline Company has instituted a satisfaction measurement program, which measures satisfaction among their clients.
Emirates airline security group offers a wide range of aviation security services, which comply with international industry standards and operates through various divisions, including:
Learning & Development (ground & aircrew)
Surveillance & Planning
Quality Assurance & Admin
Cargo & Aircraft Protection
Trans guard Group
Vigilance & Loss Prevention
Facilities & Accommodation
Emirates Flight Catering
One of the main aims of Emirates Airways is to maintain quality standards in all the processes. The organization maintains a quality management system, which enables them to achieve set policies and standards, which are in line with ISO 9001 quality standards. Emirates Airways has achieved five quality dimensions for its services. These are responsiveness, tangibles, service reliability, assurance, and empathy. The tangibles are the physical features, which include personnel and equipment. Tangibles in Emirates Airways include the comfort, condition of their fleet, quality of food, and many others. Emirate Airways is rated high in these tangible quality dimensions.
Service reliability is the ability of an organization to offer quality service. Emirate Airways has expanded its services in different destinations around the globe. In addition, the company has an ability to provide prompt flight service. Emirate Airways displays assurance in the service provision, in respect to the trust, confidence, courtesy, and knowledge of its staff. The companys staff comprises of competent, friendly, and well-trained employees (O'Connell, J. F. 2006). Emirates Airways displays empathy during the service delivery, displaying caring attention to the customers. The company asserts its dedication to ensuring comfort and safety for all their customer. Emirates Airways maintains high-quality services in its operations. This is at par with the supportive business environment within UAE, with an aim of achieving high standards in their service delivery.
In conclusion, it is evident that quality managers pay much attention to their customers and respond to their needs on the customers. American Airlines and Lufthansa Airlines could not be so successful if management and employees did not offer Total Quality experiences to his or her customers. Both airlines had been successful in creating long-term goals for their companies and ensuring the success of their businesses. Emirates Airlines have also developed and implemented successfully within their organizations. Consequently, the company should focus more the company's human resource department and customer satisfaction. They should also maintain their quality levels, to maintain their competitive advantage
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Besterfield, D. (2003). Total quality management (3rd ed.). Upper Saddle River, N.J.: Prentice Hall.
Griffin, R. (2007). Principles of air quality management (2nd ed.). Boca Raton, FL: CRC/Taylor & Francis.
Harrigan, W., & Park, R. (n.d.). Modern approaches to quality management. Making Safe Food,
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Naidu, N., & Babu, K. (2006). Total quality management. New Delhi: New Age International.
O'Connell, J. F. (2006). The changing dynamics of the Arab Gulf-based airlines and an investigation into the strategies that are making Emirates into a global challenger. World Review of Intermodal Transportation Research, 1(1), 94-114.
Safi, A. (n.d.). Analysis of Luxury Airlines, Emirates Airways and Competitors. SSRN Electronic Journal SSRN Journal.
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