“…Deming declares that, measurement of performance is a prerequisite for improvement (Deming, 1986). Hence, to improve the performance of the organization, one needs to define the total quality management standard and measure their effect on business performance (Madu et all., 1996;Zehir S., 2016;Gadenne and Sharma, 2002;Powel, 1995;Fynes and Voss, 2001). Traditionally, financial metrics were used to indicate business performance such as profit, revenue growth, earnings, and market share.…”