Evaluating the Criteria for Meeting Customer Expectations at the Total Quality Management Level, Using System Dynamics Approach

Success of total quality management is associated with the ability to learn, absorb, adapt and implement changes in organizational attitudes and to integrate them into the organization. The purpose of this study is to investigate and improve some undesirable behaviors against customer-oriented total quality, using system dynamics approach. After reviewing the theoretical literature and conducting a survey with a number of experts, the criteria for customer expectations were identified. Simulation was started by providing dynamic hypotheses and following that, causal circles, flow diagrams, and mathematical equations were completed. Using the Vensim software and dynamics model, a way was provided to discover the relationships among the factors associated with customer expectations. The results of this research can be used only by industries intending to plan for meeting the expectations of customers at the total quality management level.