TQM 리더십과 구성요소가 품질 및 성과에 미치는 영향

Abstract

This study is intended to identify the effects of strategic management of TQM activities on quality improvement in the apartment market. In order to investigate TQM activities' effect on quality improvement, I focus on the top management leadership. The result of TQM activities may be differed according to top management leadership style, and it will result in the different effects on apartment qualities, customer satisfaction and apartment sales performance eventually. Nowadays the customer needs for apartment are diversified and the apartment market has become consumer market rather than supplier market. And an apartment is a customer-involvement product, so customer makes decision very carefully before purchasing activities. In order to meet such diversified customer's need and expectation, the apartment quality has become more important factors and TQM activities have been focussed to enhance qualities in the apartment market. Recent literature has begun to describe and evaluate TQM as a potential source of competitive advantage (Powell, 1995). The implementation of TQM is accomplished through a set of practices that supports the TQM philosophy, and these practices are top management team involvement, adoption of a quality philosophy, emphasis on TQM-oriented training, focus on the customer, continuous improvement o f processes, management by fact, and use of TQM methods. On the other hand, the unsold apartment has become one of the hottest social and economic issues in Korea, especially in less-developed areas outside Seoul. Official estimates put the number of unsold apartments at 160,000, while there are actually 250,000 throughout the country as of August 2008, and sunk money of 50 trillion won from unsold apartment makes construction companies face a liquidity crisis. There are several reasons of unsold apartment such as global economic crisis, oversupply of apartment versus lower demand outside Seoul, high price and debt-to-income (DTI) and loan-to-value (LTV) restrictions, etc. In order to resolve such unsold apartment issue resulted from economic crisis, the government has been taking actions such as dropping 12 districts from its list of speculation zones, providing around several trillion won in aid to construction companies facing a liquidity crisis, government's buying unsold apartment and cutting taxes, etc. But this study is focussing only on quality matters to be controlled by companies rather than economic or political approaches to the unsold apartment. 137 survey results were gathered through face-to-face interview from the customers who worked at the management positions in construction companies, and the followings are the results of this study through analyzing with SPSS and Amos package. 1) Relationship between Management Leadership and TQM Activities; My model shows that management leadership has 3 dimensions in total such as objective establishment, quality focus and quality enhancement, and the primary dimension of TQM activities (technical advancement, customer focus, partner management, training) has 9 subdimensions in total. Technical advancement is measured with 2 subdimensions (technic reflection, defect prevention), and customer focus is measured with 3 subdimensions (need reflection, need achievement, need analysis), and partner management is measured with quality preference and quality evaluation, and training is measured with 2 subdimensions (training schedule, training contents). The results shows that management leadership impacts on all TQM activities such as technical advancement, customer focus, partner management and training, especially on technical advancement and customer focus. 2) Impact of TQM Activities on Apartment Quality; My model shows that each of the primary dimension of apartment quality (construction quality, service quality, environmental quality) has 9 subdimensions in total. Construction quality is measured with 3 subdimensions (interior structure, finishing material, construction status), and service quailty is measured with 3 subdimensions (public facilities, sales process, warranty) and environmental quality is measured with 3 subdimensions (convenient facilities, educational environment, natural environment). The result suggests that technical advancement impacts on construction quality and service quality, and customer focus has good influence to construction quality and environmental quality, and partner management effects on construction, and training impacts on construction quality, service quality and environmental quality in whole. 3) Impact of Apartment Quality on Customer Satisfaction and Sales Performance; My model shows that customer satisfaction has 2 dimensions in total such as evaluation excellence and customer satisfaction, and apartment sales performance is measured with sales result and future sales forecast. My study shows also that all primary dimensions of apartment qualities are closely related with customer satisfaction positively, and customer satisfaction, service quality and environmental quality except construction quality impact on apartment sales performance significantly. As I mentioned above, the real estate market has been changed from supplier market to consumer market, and the unsold apartment has become a big issue in social and economic aspects. This issues cannot be resolved only by apartment construction companies, but construction companies must do their best to fill the holes the government is unable to fill. This is the core purpose of this study.