TQM practice in real-estate industry using AHP

Abstract

Total quality management (TQM) has been recognized as a successful management philosophy that can be successfully practiced in the Real-estate industry. The purpose of this research is to determine the important factors that influence the TQM practice in real estate industry. The research methods employed included a literature review, in-depth interviews and focus group techniques which were used as a first to identify ten constructs of TQM in organizations. That is Top Management Commitment, Customer Focus, Benchmarking, Continuous Improvement, Supplier Quality Management, Product Innovation, Product Quality, Employee’s Involvement, Rewards and Recognition, Educational and Training. The AHP questionnaires were sent as 142 organizations of members of the Confederation of Real Estate Developers’ Associations of India, in the metro city of Bangalore, Chennai, Kolkata and Mumbai. The sampling procedure resulted in an overall response rate of 51% and the result was categorized based on organization size—small, medium and large. Then, the empirical study adopted the techniques of the Analytic Hierarchy Process to solicit opinions from 72 expert opinion collected through mail questionnaire. The results show that Employee involvement, top management commitment, employee customer focus, plays very important role for TQM practice in organizations. The results show that the Employee’s Involvement is most important to TQM practice in India. This is not difficult to understand, since the less than desirable record of real-estate industry. Therefore, the key to a successful strategy is to rebuild the confidence of TQM practice in real-estate industry.