Total Quality Management - Essay Sample

Abstract

According to Hill & Alexander Quality, Cost, durability, availability, results, and service are some of the aspects on which client satisfaction depends. Operating companies do whatever they can to achieve client satisfaction because of its significance. There are large quantities of products that are available in the market, and people have a considerable amount of choice, but most of the consumers choose the brand, which makes them more satisfied. Client satisfaction is a combination of various aspects of the brand; while there is no single way to satisfy a client, companies that use TQM achieve client satisfaction by constant innovation and quality enhancements to their products and services. Every client has his definition of happiness, but the majority of them believe in the combination where all of the aspects of the brand satisfies the client. Client satisfaction is essential because it affects the sales of an organization by creating loyalty. Loyal clients will not switch brands easily, and they will continue to speak about their positive experiences to others. This provides an organization with a competitive advantage over other rival firms. Participating organizations work on client satisfaction because it gives them more customers and increases business growth through sales and better profit. Those organizations that do not take care of client satisfaction will ultimately lose their clientele, as these clients switch towards brands that make them satisfied through various features of the products and services.

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Chapter One: Overview of the Study

Customers are the first and most crucial element of any business because they determine the returns the company will make from their operations. According to Khadka & Maharjan (2017), the success of every association depends on the level of client satisfaction. Customers buy products that meet their monetary value; hence, businesses try to offer quality products to attract and maintain them. Copley (2017), states that client satisfaction is vital to a company as 95 percent of unsatisfied customers will share the negative experience with 5-20 people. Moreover, 81 percent of satisfied consumers will become loyal to the business, and this will, in turn, increase profits through secondary sales and positive word of mouth marketing. The fact that unsatisfied customers talk more than satisfied customers shows the significance of using quality management practices like total quality management.

Muhammad, Shamsudin & Hadi (2016), demonstrates that 13% of those unhappy clients continue to talk about their experience to other people any chance they have. 10% of the potential customers will hear about this negative experience and choose to believe it. Rosenstein (2018), presents that businesses lose as much as 20% of income due to poor quality practices. At the same time, contemporary research maintains that client happiness plays an instrumental role in generating revenue in the context of the business organization (Noe et al., 2017). A business that focuses on customer satisfaction may increase their opportunities for repeat sales to existing customers and increase referral-based sales while reducing the cost of sales and marketing budgets associated with their products and services. The synergy between the management of total quality and the satisfaction of the client is imperative. According to Walker (2019), 86% of clients are willing to pay a premium for products offered by organizations that provide a seamless, pleasant experience. When the outcomes of the organization are high in quality, then the clients' faith in the product will increase; thus, clients will find reasons for remaining loyal to the products offered by the organization.

Continued satisfaction develops a relationship between the company and its customers. Clients build trust when they receive quality products from manufacturers and satisfactory experience. They increase their loyalty, and they present a positive image of the company from their experience; thus, increasing sales. Copley (2017) interviewed 200 managers, and 71% of them believed that client satisfaction is essential in monitoring and managing for their companies. Companies benefit from the expanded market share, and customer satisfaction may lead to a product differential that attracts a larger market share. Customer satisfaction grants company feedback about their clients' tastes and preferences. This allows managers to differentiate their products to meet customers' needs and increase sales. Client satisfaction is an essential factor in assessing the future of the business because it helps to acquire and maintain the customers (Khadka & Maharjan, 2017).

Client experience is an emotional feeling that a client of any business has with the company brands, including the products and the services offered to the client. According to Aquilani et al. (2017), there are many ways the client experience is shaped. This ultimately suggests that treating a client professionally when he or she arrives at a venue of the sale in person; is only one aspect of client satisfaction. Other authors, including Jimenez-Jimenez et al. (2015), postulated that maintaining high-quality standards and offering the most excellent quality of services and products to the clients, is what constitutes most to the idea of client satisfaction. Maintaining high quality has many different approaches, one of which is total quality management - the subject area of discussion for this study.

Businesses operating in the contemporary landscape formulate different strategies to satisfy their clients. This defines how important it is for companies to undertake the tedious task of client satisfaction. According to Topalovic (2015), one such strategy is that of total quality management (TQM). TQM is an idea that is gaining momentum in strategic planning of business management; about client satisfaction. In this connection, it becomes pertinent to explore the link between TQM and the construct of client satisfaction, revealing areas of potential influence related to quality and client satisfaction. This research is crucial in identifying the necessary steps taken by a business to create top quality over various aspects of their business, to satisfy clients. According to Noe et al. (2017), TQM works on many different issues of organizational success simultaneously. The study conducted by the author proves that TQM helps increase the quality of not only the finished goods delivered to the clients, but also the various other functions and functionalities of the organization including, but not limited to, the operations, supply chain, strategic management and marketing.

Chapter 1 will introduce the problem statement, research questions, and purpose of the study. Finally, section 1 will deliver Information on the rationale behind conducting the survey, and the significance of the same, along with a description of the key terms used in training, are presented.

Background of the Problem

Client satisfaction may be conceptualized as a construct, which an organization needs to understand thoroughly to provide value to the customers. Client satisfaction could be considered a related and critical aspect that firms have been keenly focusing upon. For a business to lead towards growth and perform well, it has become imperative for it to attain high client satisfaction (Jimenez-Jimenez et al., 2015). The fact that ample brands and substitutes have been made available for clients to choose from, retaining the individuals could be considered a difficult task to perform. Consequently, companies have been forming and implementing various strategies through which they may be able to keep their clients satisfied and linked with the organization. TQM is one of those approaches which allows firms to focus on ensuring quality at every stage of the process and providing high-quality goods to the clients in order to keep them content and satisfied.

Business research has discussed that the complexity that the current business landscape has increased due to several factors. For instance, Yeng, Jusoh, and Ishak (2018), were vocal rega...