Evaluating and prioritizing quality culture elements in the tire manufacturing industry: A case-based DEMATEL approach

Abstract

In today’s competitive manufacturing environment, developing a robust quality culture that supports continuous improvement and defect prevention is critical for long-term operational excellence and customer satisfaction. This study applies the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method to evaluate and prioritize the key elements shaping quality culture in a leading tire manufacturing company in Sri Lanka, offering a rare empirical application of DEMATEL in this context. Using a two-phase approach, Phase 1 involved a survey of 127 employees to identify seven critical elements, while Phase 2 analyzed expert evaluations from 16 professionals to establish causal relationships among them. The findings reveal that leadership (R + C = 14.40) and employee empowerment (R + C = 13.31) are the most influential drivers, followed by teamwork (R + C = 12.67), while focus on customer satisfaction, planning for quality, improvements and innovation, and standardized processes approach are primarily dependent elements. The built-in quality maturity framework and relative importance index were applied to assess the current implementation level of each element and identify performance gaps. The gap analysis highlights that leadership and employee empowerment are underperforming relative to expected levels, requiring immediate strategic enhancement. Managers should prioritize leadership and empowerment development to strengthen organizational quality culture and sustain competitiveness.