An analysis of soft quality management in three-branch model using phenomenography

The world of industry is undergoing tremendous changes. Therefore, business leaders and executives need initiatives such as quality management to save their organizations and achieve success in order to lead them on this difficult and endless path. The present study seeks to conceptualize soft quality management based on the phenomenological approach and the use of the triaxial model to further reveal the capabilities and applications of this concept. Better understanding and rediscovering the phenomena associated with quality management will lead to greater success in implementing quality management systems. This study is classified as descriptive research in terms of purpose, developmental one in terms of its method. Data were collected and analyzed using snowball sampling and reliance on a pre-determined interview design. The analysis of soft quality management based on the trilogy model can provide the guide lines for better understanding of soft quality management, extracting new components from this concept, and help to more closely examine the existing and desirable status of this emerging organizational phenomenon. Since the phenomena associated with the human factor are dynamic and intertwined, then it is not appropriate to provide the foundation and prescribe it to various organizations without consideration; so the analysis is useful from three perspectives of content, context and structure.