AN ANALYTIC HIERARCHY PROCESS ANALYSIS FOR SMALL AND MEDIUM-SIZED ENTERPRISES: PRIORITIZING THE PRACTICES OF TOTAL QUALITY MANAGEMENT IN BRAZIL

Effectiveness of quality management in the effort to satisfy customers' expectations has been questioned both by academicians and practitioners. In the course of the evolution of quality, very important theories have been developed in the field but failed to satisfy customers' expectation. The aim of this paper is to examine the challenge and develop a new method to address it. Following a literature review on the evolution of the concept of quality, confusions and limitations in the present paradigm are clarified. Then the future quality paradigm is proposed, and two practical cases are presented to substantiate the new approach. Quality management evolved from product inspection at the final stages of the production process. Basically, manufacturers take care of quality up to the point where a product is delivered to a customer. Product failure occurs due to various reasons after purchase. However, this happened or discovered during operational phase of the product which subsequently result in dissatisfaction for the users after purchase. To address this misalignment, all inclusive approach called Lifecycle Quality came into being as the future generation's paradigm. Misalignment between the manufacturer and the customer's desire in the operational phases of a product life-time leads to market loss to the former and dissatisfaction to the latter. Considering lifecycle quality of the product will definitely resolve the occurrence of such undesired outcomes affecting the two parties.