The Strategic Impact of Total Quality Management on Customer Satisfaction. A Case Study of Colour Fiesta Nigeria Limited
importance of Total Quality Management in businesses today cannot be over emphasised
because the over-increasing needs of the customers and the right to quality has
taken a long way in ensuring that organisational strategic objectives are set to
meet this demand. Customer satisfaction is a major concern of most organisations,
this has led to corporate strategies being considered as important in total quality
management. This study examines the strategic impact of total quality management
on customer satisfaction in Colour Fiesta Nigeria Limited which is involved in printing
and publishing. The major aim of this study is to evaluate the relationship between
senior management commitment in total quality management and the effect it will
have on customer satisfaction. It is believed that customers are unsatisfied due
to the failure of total quality management hence the active involvement of the top
management. Based on the findings, it was revealed that the management of Colour
Fiesta is more concerned of continuous quality improvement and customer focus philosophy
than benchmarking, employee training, etc. There was also an inconsistency in integrating
total quality management with the strategic planning process. In conclusion, the
result shows that total quality management plays a vital role in the strategic implementation
of customer satisfaction.
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