TQM is the integration of all functions and processes within an organization in order to achieve continuous improvement of the quality of goods and services. The goal is customer satisfaction.

The concept and vocabulary of quality are elusive. Different people interpret quality differently. Few can define quality in measurable terms that can be proved operationalized. When asked what differentiates their product or service;
The banker will answer" service"
The healthcare worker will answer "quality health care"
The hotel employee will answer "customer satisfaction"
The manufacturer will simply answer "quality product.

Deming: the best known of the "early" pioneers, is credited with popularizing quality control in Japan in early , he is regarded as a national hero in that country and is the father of the world famous Deming prize for quality.

Juran, like Deming was invited to Japan in 1954 by the union of Japanese Scientists and engineers. Juran defines quality as fitness for use in terms of design, conformance, availability, safety and field use. He focuses on top-down management and technical methods rather than worker pride and satisfaction.

Philip Crosby: author of popular book Quality is Free. His absolutes of quality are:
1. Quality is defined as conformance to requirements, not "goodness"
2. The system for achieving quality is prevention, not appraisal.
3. The performance standard is zero defects, not "that's close enough"
3. The measurement of quality is the price of non-conformance, not indexes.