and undertakings. Al-Tarawneh and Mubaslat (2011) describe quality as excellence, efficacy (Hasan
et al., 2021), superiority (Anttila & Jussila, 2017), service, or process. When prioritizing quality, it is
critical to highlight it in all aspects of work. By prioritizing quality throughout, you position yourself for
success. High-quality products or services are more likely to satisfy customers, provide positive
feedback, and promote loyalty, increasing market share, profitability, and growth (Winn & Green,
1998; Bayraktar et al., 2008).
Quality assurance (QA) and quality enhancement (QE) are popular ideas in higher education
institutions. Quality issues are essential, as evidenced by the interest of various international
organizations worldwide. It is not a new concept; it has been used for ages by multiple cultures
(Elassy, 2015). The "quality is conformity to standards" approach (Houston, 2007) is commonly used
in public services and is based on manufacturing quality control. It is measured to ensure that a
product fits the criteria. Most policymakers in higher education accepted the "Quality as Fitness for
Purpose" (Juran, 2010) approach, believing that quality was primarily concerned with the product or
service it provided. However, numerous scholars have questioned it.
Transparency and accountability have become increasingly vital due to globalization in higher
education, establishing a quality culture that meets diverse needs globally (Smidt, 2015). Higher
education quality is defined by numerous factors, including excellence, value, consistency, and
matching expectations. Despite this, no single quality assurance system can address all aspects of
quality; hence, it is vital to select which quality categories are examined (Harvey, 1993). Self-
assessment can help an organization or institution enhance its overall quality performance by
identifying areas of strength and growth (Wilger, 1997).
Some nations' accreditation experience may appear new, considering the number of countries that
have developed quality assurance procedures for higher education, and many are currently
establishing quality assurance plans. However, it must be evaluated from the perspective of India's
existing quality regulations for higher education, many of which were inherited from the British past
(Stella, 2006). NAAC, NBA, and NIRF are some of India's assessment, accreditation, and ranking
bodies for HEIs, whereas QA is for the UK, MQA is for Malaysia, and KHDA is for UAE/Dubai, etc.
The next part highlights the literature by discussing the principles of quality, quality management and
TQM, quality evaluation, and HEI assurance.
2. BACKGROUND AND LITERATURE REVIEW
The primary goal of this chapter is to explore the various quality-related literature available in the
public domain offered by several scholars to comprehend better the philosophy of TQM, which serves
as the foundation for implementing the system. According to Seymour (1992), students care more
about "Quality" than the size of their institution's capabilities or the research credentials of their
lecturers. Quality can be defined as "satisfying the consumer's needs both now and in the future
(Deming, 1986)." Juran (1988) refers to it as fitness for usage. Roberts (1993) defines this as
"continually serving customers better and more economically while focusing on eliminating all waste
materials." Creating policies to meet customer expectations is critical for hiring staff, allocating
resources, prioritizing, and providing services. As a strategic aspect, the quality approach has
introduced institutions to a new way of envisioning quality, involving the institution's senior decision-
makers in improving performance.
Organizations use quality planning to guarantee that their products, services, and processes meet or
exceed consumer expectations (Ali et al., 2010). This process includes defining quality objectives,
establishing measures for monitoring quality, and developing strategies to accomplish them. Quality
planning allows organizations to proactively address potential issues, minimize defects, reduce costs,
and ultimately provide products and services that consistently meet the desired quality levels,
increasing customer satisfaction and organizational success (Angelov et al., 2008).
Quality inspectors or controllers normally carry out quality control. Quality control procedures such as
inspection (Broday, 2022) and testing are commonly employed in manufacturing and education to
ensure standards are met. Juran's famous lines 'There is gold in the mine!' appeared in the first
edition of the Quality Control Handbook, released in the 1950s. Perhaps most importantly, he created
the term "fitness for use or purpose" (Houston, 2007). As a result of this principle, a product or service
may meet its standards yet not serve its intended purpose. The specification may be troublesome or