“…So, many researchers and quality consultants assert that the proper implementation of TQM principles/ elements positively influences company performance in many dimensions (Mensah et al, 2012). These dimensions concern organizational performance (Boateng-Okrah and Fening, 2012;Alidrisi and Mohamed, 2012;Zairi, 2013), quality performance (Talib et al, 2013), market performance (Lam et al, 2012), operational performance (Boulter et al, 2013), financial performance (Boulter et al, 2013), competitive performance (Zairi, 2013), employee participation and morale (Fening et al, 2008;Kumar et al, 2009) and customer satisfaction (Arasli, 2012;Antony, 2013;Liapis et al, 2013). Moreover, authors such as Jang and Lin (2008) and Su et al (2008) argue that, regardless of whether the company produces services or goods, it is not the quality management implementation alone which improves market performance but it is rather the associated improvement of all aspects of the operational process.…”