Total Quality Management Implementation and Service Performance: A Case Study of University of Cape Coast

Abstract

This study evaluated Total Quality Management (TQM) implementation at the University of Cape Coast, Ghana, as a case study with valid and reliable instruments developed. The embedded case study design was used due to the practicality of the study as it involves gathering respondents’ understanding, experiences, opinions, and attitudes. The study utilised different groups of participants who differ in the variable of interest but share common characteristics such as socioeconomic status, educational background, and ethnicity. Multisampling procedures were used in this study including purposive, stratified and probability proportional to size. Two top and five middle levels management had face-to-face in-depth interview. The quantitative data was solicited from 364 external and 267 internal customers who responded to questionnaires on service quality dimensions and TQM principles being practised in the University respectively. It was found out that, both the top and middle management of the university acknowledge the quality concept and TQM philosophy. However, the management admitted to using the piecemeal approach to TQM implementation with identified barriers. Some of the internal customer respondents indicated levels of TQM implementation as moderate, while other groups also see it as below average. This suggested minimal awareness of quality culture among the institutional stakeholders. The external customer subgroups perceived differences among their expectations and perceptions of quality dimensions which exposes the existence of service gaps. It is imperative therefore, for the university to create awareness and education for all stakeholders on quality concepts and TQM approach. The university could develop a strategy for operating TQM by paying more attention to the identification, analysis, and adoption of an appropriate institutional culture that suits TQM implementation.