Sarah to Emirates’ Airline company, it was started by

Sarah Mohamed


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Dr. Vijaya Kumar

TQM601 / Planning
and Continuous Improvement

January 9th,


Introduction to Total Quality Management


TQM is considered as a management
philosophy which includes and joins all business, processes, and systems of an
organization into one sector. As an example, according to Ilies, he defined
total quality management’s function as to come up with conditions that work can
be done better and in a perfect way, and that they can adopt it from the
beginning of their process or work and use it through out the steps and phases.
So, he aimed to satisfy customers more, and to develop the staff that work and
carry the workload in order to achieve better processing. Moreover, he insisted
that organizations should highlight the costs of poor quality and how it may
affect their companies’ in a very negative way, and how it can somehow reflect
a bad outcome on the companies and their revenues. Keeping also in mind the
importance on analyzing activities and processes according to the environment,
customers, and culture in order to overcome any obstacles that might face them.
Those processes and activities that has been already established, should also
be corrected and adjusting according to changing situations and conditions, all
in order to aim for the best quality and customers’ satisfaction. As an
example, in this assignment I will discuss the TQM in Emirates’ airline


Quality Management in Emirates’ Airline


First of all, I will introduce you to
Emirates’ Airline company, it was started by United Arab Emirates government
back in 1985. Today, its considered as one of the best airline companies
worldwide covering almost 56 countries. It has a huge number of employees
counted for around 40,000 and it departures from many worldwide airports. Yet,
in order to achieve further success and maintain their high level of service,
its important for the to think precisely and wisely regarding their upcoming


Emirates airline developed the total
quality management method by developing concepts which focus at the core of their
well-defined and integrated approach to help them provide the highest quality
products and services and to assure that their products and services are
conducted in a very professional way with high standards and qualities. They
also kept a new goal that targeted the Emirates Group Security in which they
can improve themselves day by day, which will eventually lead to better outcomes
in the future. This is achieved by each and every person is concerned about the
development of the company he or she works in and that when a leader is
nominated is surely a quality control circle leader, along with his or her team


Moreover, based on what is mentioned earlier,
they come up with a sector that dealt with issues like that, named the Quality
Assurance division. It is responsible for making sure and monitoring all the
other departments in the company that they are all working and following the
Quality Management System which is considered an international very strict,
standard and rules that is set and written the government. It is developed to
the a well  known standard known as the
ISO 9001:2000 standards.  


In addition, another unit named as the
Security Planning unit is also a part of the company. This unit helps in coming
up and developing all the security plans, systems, way of doing things, and
ways or methods by which things are being done. Furthermore, it contains all
the possible processes that are involved in some building projects starting
from the very beginning stages which is planning to the advanced and late
stages along with providing a good support service to the well known Emirates’
group wide security program to make sure that all work is done on time with the
best standards and quality.


On the other hand, the Quality
Assurance and Planning Team had many main responsibilities they were asked to
do such as: being assured that they should stay compliant with whatever the
National or International Regulatory authorities in the country say or ask for.
Moreover, its important to make sure too that a document control along with a
record management system is developed with high standards. Internal quality
audits should also be taken in consideration and also to check if there were
any spot inspections that could be missed. Increase awareness about the quality
management to all training employees, those who are new or are already working
in the company for few years or months.






Comparing the Total Quality Management Philosophies

Deming vs. Crosby vs. Emirates Airline

W Edward Deming

Philips Crosby

Emirates Airline

up with a reason of how to improve an existing product or service in a
specific company throughout its career.

He assured that the management is a long term process that
should be done well.

They also aimed to do high standard
and quality products and services for the long term.

a new philosophy.

Form cross-departmental quality teams.

They agreed with Crosby, as they
came up with a department that has a main function of controlling and
watching over other departments.

Discontinue dependence on
mass inspection.

List the problem that faced and might face in the future.

They focused on the satisfaction of
business class traveler as a priority.

Increase the importance
of price tags in business.

Take in consideration the cost of quality and imply it in a beneficial

Applying the awarding system so
their employees are encouraged to give and work.

Focus on improving and
increasing the items or services quality.

Improve the quality awareness and personal commitment of all

They all agreed and aimed to improve
their services and products.

Focus on job training by
coming up with new innovative methods and ways.

Take immediate action to correct problems identified.

They focused on improvement as well
as fixing and correcting existing problems.

Device modern methods of

Establish a zero defect program.

Establish new rules in the security
and quality systems.

Let go of fear.

Qualify mentors in order for them to improve the quality
service in the company.

Train a whole department to be
quality supervisors for other sectors.

Destroy barriers among
the staff areas.

Zero Defects Day is needed in the company

They agreed with Deming in
destroying barriers within department for quality improvement.

Never use goals with
numbers for employees.

Help people to come up with beneficial thoughts to achieve

Award systems established for
employees and workforce.

Eradicate work standards
and numerical quotas.

Feedback about problems facing employees should be heard and
taken in consideration.

Establish a system which involves
all the company’s departments to reach high quality goals.

Abolish the barriers that
burden the workers.

Recognize employees who participate.

Quality management is an essential
key for successful so it should be taken seriously.

Device a vigorous
education and training program.

Implement quality controls to promote continual communication.

The agreed with Deming, as this will
help by providing a better education to reach better outcomes.

The best management team
is the one that will adhere to all the terms and regulations.

To improve quality, the process should never stop for better

They agreed with Crosby in which the
fact that the quality is a non-ending process.

















Quality Management Issues


            Total quality management
is needed as customer satisfaction is the target for many business companies. Businesses
also live and go by taking in consideration two important elements: firstly:
customer needs that should be fully satisfied so they stay loyal to the brand
and help in increasing their income and prosper for a brighter future, and
secondly: feedback from employees as they feel that they part of the company
and that they have their own value.


            In the case of Emirates’
airlines, the fare problem, they cost people a lot in order for them to be on
this well known airline but, in the same time not all passengers get good
quality services in the lounge or at least those who choose the economy tickets.
This leads to customers moving and changing into different airlines. Moreover,
pilots are also not getting good services at their lounge which make them also
go to another company.


So, in my opinion, its better if
Emirates’ airline focus more on economy class ticket passengers as well as the
first class or business class passengers. Aim to reach and fulfill their
satisfaction more easily for a better outcome. Get more feedback from employees
and pilots, listen to them, give them their value, and apply the reward system
so that the quality could be further improved.

At the end, the process of quality
management is a life long process and companies should be more determined to
reach better results and high income and benefits for the aim of success.





is a management philosophy, which includes and integrates all business,
processes and systems of an organization, creating a quality culture that
requires from the employees to be involved in each and every step and that
their feedbacks regarding any obstacles are well heard so that good quality is
assured. Thus, to create an organization dedicated to the customer to obtain
long-term excellence. Therefore, we can say that TQM is a model of
organizational culture that directs its attention to the customers, its needs,
and ways to reach maximum satisfaction. Thus, making TQM a essential,
necessary, important sector in the world of business these days.  

























J. J., Kristensen, K. & Kanji, G. K., (2007). Fundamentals of Total Quality
Management. s.l.:Taylor & Francis e-Library.