Understanding quality management and customer satisfaction: A necessity

Ekpenyong Ekpenyong Udofia

Abstract


ABSTRACT

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.

 

--

 

[PT]

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

Resumo

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:

PDF

References


Abdallat, A. M. M., & El-Emam, E. H. (n. d.). Customer satisfaction. Retrieved February 21, 2018, from http:// faculty.ksu.edu.sa/73944/Doclib

Ahire, S. L., Golhar, D. Y., & Waller, M. A. (1996). Development and validation of quality management implementation constructs. Decision Sciences, 27(1), 23-55.

Alsughayir, A. (2013). The impact of quality practices on productivity and profitability in the Saudi Arabian dried date industry. American Journal of Business and Management, 2(4), 340-346

Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American customer satisfaction model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1, 232-258. Retrieved February 21, 2018, from www.hrmars.com/admin/pics/381/pdf

Atiyah, L. (2016). Product’s quality and its impact on customer satisfaction a field study in Diwaniyah dairy factory. Proceedings of the 10th International Management Conference. "Challenges of Modern Management", November 3rd-4th, 2016, Bucharest, Romania

Bastos, J. A. R., & Gallego, P. M. (2008). Pharmacies Customer Satisfaction and Loyalty: A Framework Analysis. Retrieved April 23, 2018, from https://gredos.usal.es/jspui/bitstream/10366/75181/1/DAEE_01_08_Pharmacies.pdf

Callahan, J., & Lasry, E. (2004). The importance of customer input in the development of very new products. R&D Management, 34(2), 107-120.

Chibba, A. (2017). Supply chain quality management: Exploring performance of manufacturing organizations. (Doctoral thesis, Lulea University of Technology, Sweden). Retrieved April 13, 2018, from http://www.ltu.se

Devor, E. R., Chang, T., & Sutherland, W. J. (1992). Statistical quality design and control: Contemporary concepts and methods. New York, NY: Macmillan Publishing Company.

Emrah, C. (2010). Measuring customer satisfaction: Must or Not? Journal of Naval Science and Engineering, 6, 76-88. Retrieved February 21, 2018, from www.dho.edu.tr/sayfalar/02_Akademik/

Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), 1-3

Evans, J., & Lindsay. M. W. (2011). Managing for quality performance excellence (8th ed.). Boston, MA: South-Western Publishing Company.

Flynn, B. B., Schroeder, R., & Sakakibara, S. (1995). The impact of quality management practices on performance and competitive advantage. Decision Sciences, 26(5), 659-692.

Garvin, D. A. (1984). What does product quality really mean? Sloan Management Review, (fall, 1984), 25-43

Ghazali, N. H. M. (2016). A reliability and validity of an instrument to evaluate the school-based assessment system: a pilot study. International Journal of Evaluation and Research in Education, 5(2), 148-157

Gustaffsson, A., Johnson, D. M., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions and the triggers on customer retention. Journal of Marketing, 69(October 2005), 210-218.

Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty – an empirical analysis. Psychology and Marketing, 18, 43–66.

Hussain, T., & Younis, A. (2015). Quality management practices and organizational performance: moderating role of leadership. Retrieved May 5, 2018, from http://www.sci-int.com/pdf/50343943517-522-Tajammal%20Hussain%20--SS--CO_IRFAN--COMSAT-LHR.pdf

International Organisation for Standardization (ISO). (2015). ISO 9001:2015 How to use it. Retrieved May 6, 2018, from ww.iso.org/obp

Jaafreh, A. B., & Al-abedallat, A. Z. (2013). The effect of quality management practices on organisational performance in Jordan: An empirical study. International Journal of Financial Research, 4(10), 93-109. Doi:10.5430/ijfr.v4nlp93

Jahanshahi, A. A., Ghasti, M. H., Mirdamadi, A. S., Nawaser, K., & KhaPerformanceReliabilitykser, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1, 253-260. Retrieved January 21, 2018, from www.ijhssnet.com/journals

Juran, M. J., & Godfrey, B. A. (1999). Jurans quality handbook (5th ed.). New York, NY: McGraw-Hill.

Knowles, G. (2011). Quality management. Retrieved May 4, 2018, from www.bookboon.com

Kotler, P., & Armstrong, G. (2010). Principles of marketing. (13th ed.). New Jersey, NJ: Pearson Prentice Hall.

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Kumar, A. S., & Suresh, N. (2008). Productions and operations management: With skill development, caselets and cases. Daryaganj, New Delhi: New Age International Publishers.

Lakhal, L., Pasin, F., & Limam, M. (2006). Quality management practices and their impact on performance. International Journal of Quality & Reliability Management, 23(6), 625-649

Legatum Institute. (2017). The Lagatum prosperity index. Retrieved May 6, 2018, www.prosperity.com

Mohsan, F., Nawaz, M. M., Khan, S. M., Shaukat, Z., & Aslam, N. (2011). Impact of customer satisfaction on customer loyalty and intention to switch: Evidence from banking sector of Pakistan. International Journal of Business and Social Science, 2, 263-270. Retrieved May 21, 2018, from www.ijbssnet.com/journals

Osuagwu, L. (2002). Business research methods. Surulere, Lagos: Grey Resources Limited.

Ramos, J. C., Asan, S. S., & Majetic, J. (2007). Benefits of applying quality management techniques to support supply chain management. International Logistics and Supply Chain Congress 2007, November 8-9, 2007, Istanbul, Turkey.

Razak, I., Nirwanto, N., Triatmanto, B. (2016). The impact of product quality and price on customer satisfaction with the mediator of customer value. Journal of Marketing and Consumer Research, 30(2016), 59-68

Rimawan, E., Mustofa, A., & Mulyanto, A. D. (2007). The influence of product quality, service quality and trust on customer satisfaction and its impact on customer loyalty (Case Study PT ABC Tbk). International Journal of Scientific & Engineering Research, 8(7) 2330-2336

Ruggieri, A., & Silvestri, C. (2014). Quality and customer satisfaction: Relationship and customer behavior. A case study. International Journal of Managerial Studies and Research, 2(10), 22-35

Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global Journal of Management and Business Research: E Marketing, 15(1)

Schniederjans, D., & Schniederjans, M. (2015). Quality management and innovation: new insights on a structural contingency framework. International Journal of Quality Innovation, 1(2), 1-20. Doi 10.1186/s40887-015-0004-8

Shaharudin, M. R., Mansor, S. W., Hassan, A. A., Omar, M. W., & Harun, E. H. ( 2011). The relationship between product quality and purchase intention: The case of Malaysia’s national motorcycle/scooter manufacturer. African Journal of Business Management, 5(20), 8163-8176, doi: 10.5897/AJBM11.267.

Sharma, A., Garg, D., & Agarwal, A. (2012). Quality management in supply chains: The literature review. International Journal for Quality Research, 6(3), 193-206

Sharma, G. (2017). Pros and cons of different sampling techniques. International journal of applied research, 3(7), 749-752

Sidin, J. P., & Wafa, S. A. W. S. K. (2014). Quality management implementation and quality of production in Malaysia’s manufacturing companies. International Journal of Research in Business Management, 2(3), 53-60

Stevenson, J. W. (2002). Operations management (7th ed.). New York, NY: McGraw-Hill.

Stevenson, J. W. (2015). Operations management (15th ed.). New York, NY: McGraw-Hill.

Suarez, G. J. (1992). Three experts on quality management. Total Quality Leadership Office, publication 92-02. Retrieved January 17, 2018, from www.dtic.mil>dtic>fulltext

Suchanek, P., Richter, J., & Kralova, M. (2017). Customer satisfaction with quality of products of food business. Prague Economic Papers, 26(1), 19-35

Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling technique for research. International Journal of Academic Research in Management, 5(2), 18-27

Tsiotsou, R., & Vasioti, E. (2006) Using demographics and leisure activities to predict satisfaction with tourism services in Greece. Journal of Hospitality and Leisure Marketing, 14

Waller, M. A, & Ahire, S. (1996). Management perception of the link between product quality and customers’ view of product quality. International Journal of Operations and Production Management, 16(9), 23-33

Yong, J., & Wilkinson, A. (2002). The long and winding road: the evolution of quality management. Total Quality Management, 13(1), 101-21




Copyright (c) 2019 European Journal of Applied Business and Management

ISSN: 2183-5594 

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI - ICI JOURNALS MASTER - REDIB