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In this paper we explore a case study of total quality management (TQM) within the financial services sector. We demonstrate that a ‘conformance to requirements’ approach towards TQM is concerned with increasing management’s physical and financial control over procedures, documentation, systems and people. Such an approach only partially addresses quality because (a) there can never be a precise ‘conformance’ and (b) this approach neglects customers and employees. We illustrate that often management do not understand the flaws/problematics and underlying philosophy behind TQM. Thus they continue to adopt ‘inconsistent’ approaches, such as attempting to control costs and employees while espousing the importance of the customer and the need for a trust‐based culture. Yet, whether or not they understand the rationale behind TQM and attempt to widen their focus by considering people and …