The role of total quality management in creating sustainable competitive advantage))))

Abstract

Obtaining a competitive advantage for any company is one of the priorities of its goals, so the research sought to delve into the dimensions of total quality management, represented by five dimensions (customer focus, strategic planning, process orientation, continuous improvement, delegation of work teams) and linking them to the dimensions of competitive advantage represented by (core ability, culture). Creative, information technology, strategic flexibility) was embodied in a questionnaire consisting of (32) items and distributed in the Iraqi Insurance Company in Basra with 120 questionnaires, The most important results were ((the competitive advantage is achieved through achieving a distinct type of management represented by the principles of total quality management, and the emergence of a positive and statistically significant effect of the main and sub-variables of the research, which indicates the possibility of applying total quality management. The comprehensive approach requires the company under consideration to provide a specific climate so that there is an appropriate ground for the possibility of their application through the conviction of the senior management and employees of the importance of these principles. It also requires the provision of good leaders to implant these principles and create a culture of continuous improvement and creativity