Nowadays, education institutions obtain more significant influence based on society needs compared to previous years. The rise of demands towards the quality improvements in education services and awareness in being more competitive to fulfill customers’ requirements has paved a way towards better quality management. One of the quality improvement models that could be implemented is Total Quality Management (TQM), which has been widely used in industries and service sectors. In order to ensure the success of TQM implementation, there are various awards to recognize the quality initiatives by the organizations, and one of them is known as the Deming Prize. In this paper, the Deming criteria from Deming Prize award is overviewed to design a new TQM conceptual framework for education services to improve the total organization system. It complements three main principles; i) the establishment of business objectives and strategies, ii) the suitable utilization and implementation of TQM, and iii) the effects and impacts of TQM. In the next stage, a conceptual framework will be designed and used at an educational institution for the TQM system implementation. It is expected that this study will lead to new insights on TQM implementation in education services.