Volume : 9, Issue : 2, FEB 2023

QUALITY MANAGEMENT AS AN EMERGING APPROACH TOWARDS CUSTOMER SATISFACTION

DR. SANGEETA SAHNI

Abstract

Customer satisfaction has emerged as one of the most critical determinants of organizational success in today’s competitive business environment. Regardless of industry or sector, businesses that fail to satisfy their customers face significant risks of decline, while those that consistently meet or exceed customer expectations enjoy sustainability and growth. Customers may take different forms—ranging from individual consumers seeking essential products and services to enterprises demanding value-driven solutions.

Quality management is central to customer satisfaction as it directly involves the design, manufacturing, delivery, and continuous improvement of products and services. This study emphasizes the philosophy and principles of Total Quality Management (TQM) as an effective approach to achieve and enhance customer satisfaction. It highlights how organizations that adopt TQM not only offer superior products and services but also establish a system of continuous improvement and innovation. Manufacturing as well as service-oriented firms increasingly use customer satisfaction as a measure of quality and as one of the primary objectives of their quality management frameworks.

Quality management essentially reflects an organizational commitment to meeting and surpassing customer expectations so that customers are not merely satisfied but truly delighted. Understanding customer needs and aligning organizational processes to address them is indispensable for acquiring new clients and retaining existing ones.

Article : Download PDF

Cite This Article

IESRJ

International Educational Scientific Research Journal

E-ISSN: 2455-295X

International Indexed Journal | Multi-Disciplinary Refereed Research Journal

ISSN: 2455-295X

Peer-Reviewed Journal - Equivalent to UGC Approved Journal

Peer-Reviewed Journal

Article No : 13

Number of Downloads : 182

References

1. Cronin J.J. & Taylor S.A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(July), 55–68.

2. Curry, A. & Kkolou, E. (2004). Evaluating CRM to contribute to TQM improvement: Across-case comparison. The TQM Magazine, 16, 314–324.

3. Besterfield, D.H. (2010). Total Quality Management. Pearson Education, pp. 67–99.

4. Gupta, B. (2008). Management Theory and Practice. S.C. & Sons, New Delhi.

5. Koontz, H. (2008). Essentials of Management. McGraw Hill, pp. 66–80.

6. Servakov, K. Four Methods of Customer Satisfaction Evaluation. Business Excellence Magazine.

7. Kanna, O.P. (1977). Industrial Engineering & Management. Dhanpat Rai & Sons, pp. 148–180.

8. Mandal, S.K. (2009). Total Quality Management: Principles and Practice. Tata McGraw Hill.

9. Mukhi, P. (2010). Industrial Engineering. Tech India Publications, pp. 378–392.

10. Pandey, I.M. & Singh, S. (1996). Management Sciences. Standard Publishers, pp. 318–327.

11. Blackwell, R., Engel, J. & Miniard, P. (2002). Consumer Behaviour. St. Petersburg: Piter.

12. Sharma, D.D. (2003). Total Quality Management: Principles, Practices & Cases. Sultan Chand & Sons, New Delhi.