High tech v. high touch: a case study of TQM implementation in higher education

Abstract

Presents the results of a case study to evaluate the effectiveness of a TQM programme in higher education. The academic advising office at the University of Houston College of Business Administration implemented a quality improvement programme called the TQM laboratory, which used the SERVQUAL instrument to assess student perceptions of service quality prior to TQM programme implementation, and then during the subsequent semester. Results yielded some implications regarding the trade‐off between high tech and high touch which may be of interest to managers. Specifically, the high‐tech focus of the TQM laboratory increased student perceptions of service quality regarding reliability and responsiveness. However, there was a corresponding decrease in the high‐touch area. Student perceptions of empathy decreased significantly with the implementation of the TQM laboratory.