TQM AND MARKETING: TWO-PRONG CONTRIBUTION TOWARDS CUSTOMER SATISFACTION
Keywords:
total quality management, customer, marketing, market orientationAbstract
In today’s constantly changing competitive business environment, customer has become very quality conscious. Most of the customers are no longer interested to accept something less than high quality products and services. Consequently, companies have been required to implement total quality management. Total Quality Management (TQM) is one of the leading management approaches that companies engage to improve their products and service quality. The main goal is also related to the improvement of their business performance including increased profits, increased market share, reduced costs, customer satisfaction etc. Furthermore, consumer perception of quality not only arise from an assessment of the core quality attributes of the product including performance, reliability, durability, but is also affected by the marketing mix adopted by the company selling the product. By linking TQM and marketing it is possible to provide TQM market orientation instead of operational. The consumer focus in TQM comes from marketing and thus avoids the failure of quality improvement efforts in the abyss of excessive internal focus.
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