ZX is a new banking organisation which is about to open its first branches. ZX believes that it needs to offer potential customers a new banking experience if it is to win customers from other banks.
Whereas other banks have focused on interest rates and levels of bank charges, ZX believes that quality and availability of service is an important factor in the choice made by customers.
Explain how Total Quality Management (TQM) would enable ZX to gain competitive advantage in the banking sector.