Understanding quality management and customer satisfaction: A necessity

Ekpenyong Ekpenyong Udofia



Purpose: The study examined the relationship between the practices of quality management and customer satisfaction, with the aim of evaluating the combined impact of quality management and product quality on customer satisfaction.

Design/Methodology/Approach: It employed a survey design, and the sampling was done using a mixture of judgmental sampling and random sampling, while data was collated via questionnaire. Analysis of result was done using descriptive statistics (mean values) and inferential statistics (regression).

Findings: Findings reveal a positive significant relationship between practices of quality management and customer satisfaction, as well as a significant relationship between quality management practices and product quality on the satisfaction of customers. However, the study equally revealed that customers were hesitant in recommending the product to friends and family.

Originality/Value: Literatures on the relationship among the three variables under study is limited, especially on the Nigerian manufacturing sector. Thus, this study intended to fill that gap. Also, the respondents of this research were largely those directly involved with the production of the product; and not those behind the desk. This gave the researcher an in-depth understanding of the level of implementation of quality management practices implemented. And the approach to attaining the level of customer satisfaction was derived by the customers, not the organisation.


Keywords: Quality; Quality management; Product quality; Organization performance; Customers; Customer satisfaction.





Título: "Compreendendo o gerenciamento da qualidade e a satisfação do cliente: uma necessidade"


Objetivo: O estudo examinou a relação entre as práticas de gerenciamento da qualidade e a satisfação do cliente, com o objetivo de avaliar o impacto combinado do gerenciamento da qualidade e da qualidade do produto na satisfação do cliente.
Desenho/metodologia/abordagem: Empregou-se um delineamento de pesquisa, e a amostragem foi realizada utilizando uma mistura de amostragem crítica e amostragem aleatória, enquanto os dados foram coletados por meio de questionário. A análise do resultado foi realizada utilizando estatística descritiva (valores médios) e estatística inferencial (regressão).
Resultados: As descobertas revelam uma relação significativa positiva entre as práticas de gerenciamento da qualidade e a satisfação do cliente, bem como uma relação significativa entre as práticas de gerenciamento da qualidade e a qualidade do produto na satisfação dos clientes. No entanto, o estudo também revelou que os clientes hesitavam em recomendar o produto a amigos e familiares.
Originalidade/valor: as literaturas sobre a relação entre as três variáveis estudadas são limitadas, especialmente no setor manufatureiro nigeriano. Assim, este estudo pretendeu preencher essa lacuna. Além disso, os entrevistados desta pesquisa foram em grande parte os diretamente envolvidos com a produção do produto; e não aqueles atrás da mesa. Isso deu ao pesquisador uma compreensão aprofundada do nível de implementação das práticas de gestão da qualidade implementadas. E a abordagem para atingir o nível de satisfação do cliente foi derivada pelos clientes, não pela organização.

Palavras-chave: Qualidade; Gestão da Qualidade; Qualidade do produto; Desempenho da organização; Clientes; Satisfação do cliente.


Full Text:



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