... to find ways of satisfying their needs and wants, although mere satisfaction is not always enough. Delighting and thrilling are the order of the day, as companies believe these reactions in customers generate loyalty. To be perceived to have quality and to give improving levels of quality, whether it is in a product or service, is believed to be an important factor in encouraging people to buy from you and to return time and time again. Aim The aim of this essay is to investigate and discuss the role of quality within organisations today. In order to do so the essay will look at the following headings so that a gradual understanding of quality is achieved, further compounded by examples of organisations using 'quality' and studies conducted over the past three decades used at each stage: - A Brief History. This brief section serves to orientate the reader as to the reasons ...

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