Transcendental view
•Those who hold the transcendental view would say ―I can‘t define it, but I know it when I see it‖
•Advertisers are fond of promoting products in these terms.
― Where shopping is a pleasure‖ (supermarket). ―We love to fly and it shows" (airline).
Television and print media are awash with such indefinable claims and therein lies the problem:
•Quality is difficult to define or to operationalize. It thus becomes elusive when using the approach as basis for competitive advantage. Moreover, the functions of design, production and service may find it difficult to use the definition as a basis for quality management.