What describes the practice of continuously improving rather than reaching a plateau of quality?

The concept described in the question is best represented by Continuous Quality Improvement. This approach emphasizes the ongoing effort to enhance products, services, or processes through incremental improvements over time. Unlike Quality Assurance, which focuses on ensuring that processes meet certain standards, Continuous Quality Improvement promotes a culture of regular assessment and adaptation to achieve higher levels of quality.

It encourages organizations to regularly evaluate their performance and seek opportunities for improvement, rather than settling for a static level of quality. This is essential in dynamic environments where customer needs and standards are continually evolving. By fostering a mindset centered on continual enhancement and responsiveness, Continuous Quality Improvement not only boosts quality but can also lead to higher satisfaction among clients or customers.

In contrast, Quality Control is typically associated with measuring the output of a process to ensure it meets predefined standards, while Total Quality Management includes a broader organizational approach to integrate quality into all aspects of operations but does not solely focus on continuous improvement.