THE IMPORTANCE OF CUSTOMER NEEDS AND EXPECTATIONS IN ACHIEVING TOTAL QUALITY MANAGEMENT: A STRATEGIC VIEW FOR FUTURE TRENDS

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Abstract

The study aims to assess the impact of customers (internal and external) on total quality management in a service organization. The measuring instrument, that is, questionnaires were distributed to three levels of managerial employees. Overall, whilst there is evidence of utmost focus on customer needs and expectations in this organization, there is also greater focus on external customers than internal customers. Yet, an added insight to the study is that internal customer needs and expectations are influenced by managers’ current position. Hence the higher the managerial level, the stronger the perceptions that internal customer needs and expectations are met in this organization. In conclusion, the article reflects on scholarly views, recommends strategies and provides profound insight when probing into a similar field of study.

Keywords: Improvement Initiatives, Quality Focus, Customer Relations, Customer Requirements, Customer Expectations

How to cite this paper: Govender, P. (2013). The importance of customer needs and expectations in achieving total quality management: A strategic view for future trends. Corporate Ownership & Control, 10(2-4), 708-713. https://doi.org/10.22495/cocv10i2c4art5