عنوان مقاله [English]
Today hidden costs and quality opportunities cost are two parameters not seriously considered in most organizations.in today's competitive world, loss of customers imposes important and significant costs on the organizations. therefor in this study, in order to reduce the cost of total quality we present a method to calculate the cost of damage to customers ' goodwill and the cost of damage to the organization brand .In working out the cost of damage to the goodwill of customers, first the quality requirements as well as the weight assigned to each requirement is calculated. Having figured out the costs related to the discontented customers, we have embarked on finding out the loss rate damage to the customers' good faith and eventually the cost of damage to the customers' good will. In calculating the damage costs to the organization's brand, from among available models, the Acker model has been utilized which serves our purpose. Following the procedures given in the latter model, the parameters generating costs are identified and then the damage costs to the organization's brand is worked out. finally, the findings indicate that dissatisfied customers inflict the most damage on the organization. Finally, the methods and procedures suggested in the current research are implemented in a selected industry. The obtained results in the industry referred to were endorsed both by the industry's elite experts and academic authorities.