Nowadays almost all the companies/ organisations that seek excellence are facing the fact that quality is the the main road to excellence. However, interpretation to the meaning of quality varies in the literature. Lots of definitions can be found, each approaches quality differently. Some focus on the quality of the product and some go in more detail into achieving quality in all aspects of the organisation such as finance and use of time.
The interesting question is: Who put the quality criteria? is it the management? or is it by benchmarking with competitors? the answer that can lead to sustainable result is: The customer. The costumer is the final judge for the products and the one who will decide what to buy.
Focusing on customers might only lead to more focus on the product without taking other areas such as employees satisfaction into consideration. It might not, however, if the management is wise enough to recognise the connection between employees satisfaction and the quality of the product and image of the business in the eyes of its costumers.