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Master's thesis 2022 The impact of total quality management on improving competitive advantage Download PDF

Master’s thesis 2022  in Business Administration entitled (The Impact of Total Quality Management on Improving the Competitive Advantage, A Field Study of a Sample of Private Universities in the Capital Sana’a)

Researcher: Emad Saleh Ahmed Al-Azab

Year: 2022

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Study summary (Abstract)

      The Study aimed to identify The impact of total quality management on improving competitive advantage: A field study of a sample of private universities in the capital city. Descriptive approach have been used, through designing questionnaire include 7 dimensions of TQM , where 4 dimensions(quality, cost, market share, customer loyalty) covering competitive advantage , The sample have been selected among private universities at Sana'a  which  an employees of six universities have chosen (UST, UAHD, EIU, SU, , AU, and UN), however the return and valid form reached 206. 

     The results of the study indicated that the private universities practice TQM dimensions with a high degree relatively uneven manner. The highest of dimensions applied were strategic planning, and top management support, where the lowest were client-focused, and employees training and qualification. The study showed that the competitive advantage of the universities was also high, and the dimensions on the ground graded, which appeared to be of quality, cost, market share and finally the loyalty of students.

       The study concluded that there is a statistically significant impact of creating the advantage in the capital in creating the competitive advantage, while the capital city, there was a more detailed focus on the client. 

     The study proposed a set of recommendations, most of which focused on the need for higher management in universities to focus more on comprehensive quality management, as a factor influencing the University's activities and activities in general, most of which focus on the need for more attention by the higher management in universities to apply the dimensions of total quality management more as an influencing factor in improving its competitive advantage. 

study Problem

     Yemeni universities have witnessed during the past ten years a clear and substantial quantitative and qualitative development, and this development must be accompanied by a development in their administrative methods, and the transition to modern methods, including the method of total quality management, which is in line with internal, regional and international challenges, and the requirements of the Ministry of Higher Education and the Academic Accreditation Council, which demand universities Adhering to quality standards

That is why some universities have sought to establish academic development and quality assurance centers to achieve high levels of quality at all their administrative and academic levels. Thus, do universities realize that they can maintain their survival and continuity and improve their competitive advantage through their application of the total quality management approach.

Therefore, the results of a number of previous local studies indicate that there is an urgent need to conduct more studies on total quality management, such as the study (Al-Muhaya, 2018) and (Al-Moayad, 2018) in Yemeni higher education institutions represented by both public and private universities, which still suffers from a state of confusion. Or the lack of clarity in the use of total quality management in its dimensions

This increases the need to study the dimensions of total quality management in the higher education sector due to the intensity of the high competition between private universities and the achievement of quality education and excellence, and therefore the success and improvement of private universities may be for competitive advantages depends on the extent of their application of the dimensions of total quality management in Yemen.

Therefore, the study problem can be translated into the following questions:

  1. What is the level of application of the dimensions of total quality management in private universities in the capital secretariat?
  2. What is the level of competitive advantage for private universities in the capital secretariat?
  3. What is the impact of total quality management on improving the competitive advantage of private universities in the capital city?
  4. Are there significant differences in the answers of the study sample members about the practice of the dimensions of total quality and the level of competitive advantage due to demographic variables (university, gender, age, qualification, job location)?

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