Soft total quality management, hard TQM, and organisational performance relationships: an empirical investigation

TQM literature suggests that hard TQM has a profound impact on organisational performance. However, most empirical studies have examined the impact of each dimension of TQM on performance separately. We argue that it is more appropriate to investigate the direct impact of soft TQM on the diffusion of hard TQM, and then assess the direct impact of hard TQM on performance. Analysis of 261 Australian manufacturing companies revealed significant positive relationships between soft TQM and hard TQM elements. In addition to direct effects, soft TQM also has an indirect effect on performance through its effect on hard TQM.