The use of total quality management in the adaptation of quality of delivery: a case study in private higher education

Abstract

Higher education forms part of the service sector of the economy and service quality is seen as a differentiating factor and contributor to competitive advantage for private higher education institutions. Limited research exists regarding the effectiveness of the implementation of service quality in private higher education to ultimately result in customer satisfaction. The aim of this research is to gain an understanding of whether service quality and total quality management principles are used in a private higher education institution to gain a competitive advantage. A qualitative research methodology is used in this research study and the framework through which data was collected was an exploratory case study. The data was collected from multiple sources of evidence and analysed and developed into themes and subcategories via in vivo coding and ATLAS.ti software. In terms of the expected contribution of the study, the higher education industry was specifically chosen as one important for knowledge creation and economic growth in South Africa. The biggest contribution of the research will be to the management team of Akademia on how it can use quality of delivery in the form of total quality management processes. This will allow the private higher education institution to gain a competitive advantage through the distinguished service it can provide. Total quality management and the regulatory framework are to be used as moderators in ensuring that student satisfaction is achieved.