The role of total quality management in achieving competitive advantage

An exploratory study on commercial banks operating in the city of Sirte

Abstract

This study aims to identify the role of Total Quality Management (TQM) in achieving competitive advantage in commercial banks operating in Sirte, and also to identify the role that TQM can play in achieving competitive advantage. The study expressed the problem through a series of questions focused on the contribution of the principles of total quality management (commitment of senior management, customer focus, employee empowerment, continuous improvement) in achieving the competitive advantage in commercial banks under consideration. The study consisted of all commercial banks operating in the city of Sirte. The sample of this study was taken from managers and heads of departments working in the researched banks, and it followed the descriptive approach aimed at describing the phenomenon and analyzing the data of its variables in order to reach a set of results. In order to achieve the objectives of the study and answer its questions, the researchers relied on the collection of data related to the literature and previous relevant studies, through which the secondary data were obtained, which formed the theoretical framework of the study, while the practical framework was based on the preparation of a questionnaire designed for this purpose consisted of 53 items. In analyzing the data contained in the questionnaires, the researchers also adopted the SPSS program through the use of some statistical methods suitable for the study hypotheses and questions such as Pearson, the simple regression coefficient. This study has reached a number of results, the most important of which are: that the overall quality dimensions significantly affect the achievement of competitive advantage in commercial banks operating in Sirte. There is also an impact of the dimensions of total quality on the market share as well as on the quality of the commercial banks operating in the city of Sirte.