A continuous overall improvement of a business is a very important task for survival and increasing competitiveness in the modern trade. However, the wholesale sectors, especially in the traditional trade, are good in establishing a strong relationship with the stakeholders; retail shop owners and suppliers. However, weaknesses are also present such as the lack of a novel technology, only one way service without customer satisfaction, and operating the business based on experience without quality management. To address this issue, the researchers focus on the development of weighting on self assessment evaluation for total quality in the retail sector. The study involves shop owners as respondents and uses Total Quality Management (TQM) checklist, observational study and interview for data gathering. Statistical tools were then used to interpret numerical data. The researcher found out that the whole business improvement using total quality management is a challenging issue. Therefore, there is no report on the self assessment evaluation form in wholesale sector. From the results, most of wholesale population significantly agreed with those items (95.8 – 100%) in a high frequency of agreement (□ 3.5 score). In addition, the weighting percentage in all criteria was equal (10 – 12%), which was differed from Thailand Quality Award to target on business result criterion for 40%.
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