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Discusses the results of a survey into the factors which motivate individuals to adopt, participate in and implement total quality (TQ) in their own work environments. A considerable literature survey was carried out in order to derive a framework which could be used to assess the many factors which might influence individuals. Concentrates on the results of the survey which was carried out to test the frame‐work. Data were collected by means of a questionnaire sent to 220 employees in the sales division of one company, achieving a response rate of 54 per cent, which was considered to be high for this type of project. Uses the responses to assess the influence of organizational culture, environmental and organizational change and TQ training on individuals′ decisions to practise TQ.

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