<![CDATA[This study aims to analyze the application of customer focus in the perspective of Total Quality Management (TQM) in improving the quality, satisfaction, and quality of education. The background of this research is based on the importance of customers as the central element in determining the quality of educational services, both internal and external customers. This research uses a qualitative approach with a library research method by reviewing relevant theories and previous studies. The results show that customer satisfaction is the main indicator of organizational success, which is influenced by service quality, price, and brand image. In addition, understanding customer needs and expectations continuously is essential in creating quality educational services. By implementing continuous improvement principles, educational institutions can enhance customer loyalty and maintain sustainable educational quality.]]>
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