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1 Introduction
The discerning customers nowadays are better educated and are able to recognize the quality of products or services, rather than just looking at the price. As competition between organizations grows more intense, many different factors and dimensions would be considered by the customers when they are going to measure the quality (Stevenson, 1999). In order to remain competitive among those rigorous competitions in the dynamic changing business environment, organizations have to maintain and enhance the quality of the products or services being delivered.

“Quality is consistent conformance to customers’ exceptions” (Slack, Chambers and Johnston, 2007). There is no definite definition for quality since it varies in different circumstances. For example, manufacturing would focus on producing products which are error-free and conform precisely to their design specifications while service providers would focus on providing services which are fit for its......

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Approximate Word Count: 3327
Approximate Pages: 14 (250 words per double-spaced page)

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