Impact of Total Quality Management Practices on Customer Retention and Satisfaction: A Study on Waitrose

This dissertation focuses on the impact of total quality management practices on customer retention and satisfaction at Waitrose. It includes a literature review, research methodology, data analysis, and discussion. The study aims to identify the strategies used by Waitrose to retain and satisfy customers. The findings and recommendations provide insights for improving business performance.

Dissertation
(Impact of total quality management practices on
retention and satisfaction of customers)
1

EXECUTIVE SUMMARY
Main purpose of this dissertation is to identifying the impact of total quality management
practices on retention and satisfaction of customers within Waitrose. Waitrose is a selected
organisation for this dissertation or research topic. In order to accomplish dissertation purpose,
different activities were completed effectively by the researcher. Literature review introduces as
main activity that was done by investigator with the use of secondary sources which are articles,
magazines, books, publication research etc. These are more effective and useful secondary
resources that were used for collecting secondary data for literature review about the current
study. By completing literature review, research methodology has been done with the better use
of different methods such as quantitative research, deductive approach, positivism philosophy,
questionnaire, probability sampling etc. All these are effective methods used within a dissertation
for collecting primary and quantitative data about the total quality management and its impact
over customer’s satisfaction and retention. For data analysis and discussion, content analysis as
an analytical tool was followed for analysing quantitative information easily. MS-Excel also
used for making graphs on each questions within questionnaire in data analysis and discussion
chapter. At last conclusion and recommendations, all information of dissertation was described
in concise way. Recommendations were done by providing suggestions to the company about the
topic that resulted in better growth and success of business.
2

Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................5
Overview of the topic..................................................................................................................5
Background of the organisation...................................................................................................5
Aim of the Research....................................................................................................................6
Question of the Research.............................................................................................................6
Sub-questions of research............................................................................................................6
Objectives of the Research..........................................................................................................6
Research rational.........................................................................................................................6
Overview of the structure of dissertation.....................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Explain about the concept of total quality management practices in context of an organisation?
.....................................................................................................................................................9
What are the main principles of total quality management and their impacts on business
performance of Waitrose?..........................................................................................................10
What are the different strategies may be use by Waitrose for retaining and satisfying
customer’s needs towards their product or brand?....................................................................10
What are the relationship between total quality management practices and customer’s
retention and satisfaction?.........................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
Research Philosophy:.................................................................................................................13
Research approach:....................................................................................................................13
Research strategy:......................................................................................................................13
Research choice:........................................................................................................................14
Time Horizon:............................................................................................................................14
Data collection and data analysis:..............................................................................................14
Sampling:...................................................................................................................................15
Research instruments:................................................................................................................15
3

Research Ethics:.........................................................................................................................15
Research reliability and validity:...............................................................................................15
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................17
Discussion......................................................................................................................................28
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................32
Conclusion.................................................................................................................................32
Recommendation.......................................................................................................................33
REFERENCES..............................................................................................................................34
Appendix........................................................................................................................................37
Questionnaire.............................................................................................................................37
4

CHAPTER 1: INTRODUCTION
Overview of the topic
Total quality management refers to the continual and systematic process of reducing and
detecting or eliminating errors within manufacturing, enhancing the customer experience,
streamlining supply chain management, and making sure that workers are up to speed within
training (Alananzeh and et. al., 2018). Main aim of total quality management is to hold entire
parties involved within the production process and have responsible for the entire quality of the
final product or service. For this dissertation Waitrose is a chosen organisation that specialise in
selling of groceries. Along with this, quality is essential in the customer’s mind for the reason
that it influences the choice in buying that product. Product quality is one which helps an
organisation in fulfilment of customer’s needs and demand absolutely and which is completed
right the first time itself.
Quality management is important to effective and efficient operations management,
especially continuous management. Total quality management is the recent advancement in
quality that has resulted in advancements to operations management. Therefore Total quality
management is a systematic and important approach to management that purpose to improve
value to clients by designing as well as continually enhancing organisational systems and
process. The focuses are on involvement and empowerment of employee along with customers
and their satisfaction as the crucial point (Ali and Raza, 2017).
Background of the organisation
This dissertation is based on Waitrose that is a brand of British supermarkets. It was
founded in 1904 by Wallace Waite, Arthur Rose, and David Taylor and headquartered in
Bracknell, Berkshire, and Victoria, London, United Kingdom. Waitrose is the most innovative,
largest and successful chain of supermarket in the world because they differentiating from its
competitors themselves by providing excellent customer service and high quality in its products.
Waitrose is loyal to bring the best and high quality of food to their customers. Their prices of
products are at a premium that resulted in higher based of customers and improved brand image.
It has developed its strong reputation on its quality as well as the freshness of the products. Their
targeted market is the high income earners and its stores are located in affluent areas.
5

Aim of the Research
Main aim of this dissertation is “To identify the impact of total quality management practices on
retention and satisfaction of customers: A study on Waitrose.
Question of the Research
 How total quality management practices have impacts over customer’s satisfaction and
retention within Waitrose?
Sub-questions of research
 Explain about the concept of total quality management practices in context of an
organisation?
 What are the main principles of total quality management and their impacts on business
performance of Waitrose?
 What are the different strategies may be use by Waitrose for retaining and satisfying
customer’s needs towards their product or brand?
 What are the relationship between total quality management practices and customer’s
retention and satisfaction?
Objectives of the Research
 To develop basis understanding about the total quality management practices in context
of an organisation.
 To identify the principles of total quality management and its impact on business
performance of Waitrose.
 To explore different strategies by which Waitrose can easily retain and satisfy their
customers towards product or brand.
 To identify the relationship between total quality management practices and customer’s
retention and satisfaction.
Research rational
Main rational behind selecting this topic is to analysis the impact of total quality
management practices on retention and satisfaction of customers. This topic is important because
it will helps management of an organisation by educating about the importance of total quality
management practices in increasing satisfaction level of customers and reducing high turnover of
customers. Total quality management is an essential topic or part for an organisation because it
6

emphasising the needs of market, assure better quality performance, assist in checking non-
productive and waste activity, valuable is meeting the competitions etc. Therefore this research is
essential in identification to impact of total quality management practices for an organisation in
retention of customers and fulfilment of their satisfaction level (Allan, 2016).
Overview of the structure of dissertation
This is a significant part of the dissertation that includes summary of entire chapters apart
from their purpose within a report. There are different numbers of chapters that will be explained
as below:
Chapter 1: Introduction: This is a first activity or part of dissertation that includes some
important aspects that are valuable and necessary in doing dissertation systematically. These
aspects are overview of the topic, background of company, research aim, objectives, questions,
rationale, significance etc. All these aspects help in identification of topic deeply and accurately.
Chapter 2: Literature Review: This is a second chapter that is based on secondary data and
which is collected from number of secondary sources such as magazines, books, articles,
publication research etc. Main purpose of literature review is to fulfil research gaps by using sub-
questions of the study (Antunes, Quirós and Justino, 2017).
Chapter 3: Research methodology: This is another main chapter that has number of
methods such as research approach, research philosophy, data collection methods, research
strategy etc. These are useful within an investigation for collecting primary information about the
current study or topic. Main purpose of research methodology is to helps researcher in gathering
as well as analysing of data from number of suitable and useful methods.
Chapter 4: Data analysis and discussion: This is another part of the dissertation that
support researcher in analysing and discussing of primary data and its relation with the secondary
data gathered for the literature review section. For analysing data, MS-Excel will be used for
making graphs effectively. Content analysis has been used for analysing quantitative information
for current investigation because this will helps in analysing of data within less time duration and
in effective manner.
Chapter 5: Conclusion and recommendation: This is a last chapter or activity of
dissertation that includes entire information of dissertation in clear and short way. This chapter
helps researcher in identification of achievement of research aim and objectives.
7

Recommendation has been made for recommending different ways for an organisation about the
topic (Awan and Farhan, 2016).
8

CHAPTER 2: LITERATURE REVIEW
Literature review introduces to the reproducible, explicit and systematic method or process
of recognising, evaluating and synthesizing the data about the specific field of study. Literature
review is a main part of the dissertation that is completely based on secondary sources i.e.
articles, books, publication study, journals etc. These are main sources that will be used within a
dissertation for gathering secondary information about the total quality management and its
impact on retention and satisfaction of customers. Main purpose of this section is to recognise
the gaps in previous study (Bahri-Ammari and Bilgihan, 2017). Within an investigation, main
research gap is the impact of total quality management on satisfaction and retention of
customers. In previous study, there was information regarding the impact of total quality
management but there was lack of data about the effect of total quality management practices
over customer’s retention and satisfaction. For this, research questions have been applied for
overcoming research gap and also attaining research aim and objectives easily and
systematically. Research questions according to the research title will be described as below:
Explain about the concept of total quality management practices in context of an organisation?
As per the view point of Barone (2020), Total quality management is the persistent
procedure of detecting and decreasing or eliminating errors in manufacturing, streamlining
supply chain control, improving the customer enjoy, and ensuring that personnel are on top of
things with training. Total first-rate control objectives to maintain all parties worried within the
production process responsible for the general exceptional of the very last service or product. In
addition, TQM is described as a non-stop effort with the aid of the control as well as personnel of
a particular corporation to make sure long time purchaser loyalty and customer satisfaction. A
core definition of TQM describes a control technique to lengthy-time period success thru client
pride. In a TQM attempt, all contributors of a business enterprise participate in enhancing
strategies, merchandise, offerings, and the subculture wherein they work.
On the other hand Hashmi (2020), Total Quality Management introduces as n effective
method by which employees and management can end up concerned in the non-stop
improvement of the production of products and services. It is an aggregate of quality and
management equipment aimed at growing business and lowering losses because of wasteful
practices. Total quality mangement is especially involved with continuous development in all
9

works and activity, from high degree strategic making plans and selection-making, to particular
execution of work elements on the shop floor. It stems from the notion that errors may be
avoided and defects can be prevented. It ends in constantly enhancing effects, in all elements of
work, because of continuously improving skills, human beings, strategies, era and system
abilties.
What are the main principles of total quality management and their impacts on business
performance of Waitrose?
According to the Ruhanika (2020), TQM refers to the management approach of an
enterprise, based on the involvement of all its employees, cantered on quality, and aiming at
long-term growth via customer satisfaction and advantages to entire members of Waitrose as
well as to society also. There are different principles of TQM which have been explained as
below apart from their impacts over business performance of Waitrose:
Customer focus: All activities of Waitrose are directed in the direction of producing items
as well as offerings so that it will satisfy the present and future requirements of customers. Being
aware about needs and requirements of customers and usually satisfy them is the indispensable
part of TQM. This will helps Waitrose in attraction of large number of customers and
achievement of long term goals and objectives easily. Fulfilment of customer needs will also
help company by increasing its sales and boosting revenue that resulted in higher business
performance at marketplace and in customer’s mind (Bahri-Ammari and Soliman, 2016).
Continual improvement: Total quality management is the important part of business
performance and growth because it will helps Waitrose in improvement of its operational
efficiency. It is a continual procedure of incremental alternates that goal at enhancing
organization’s operational performance in keeping with development in competition’ rules and
customers’ necessities. Therefore, this principle of TQM is also beneficial and essential for the
growth and success of Waitrose and also improvement of their brand image in customer’s mind
(Bouranta, Psomas and Pantouvakis, 2017).
What are the different strategies may be use by Waitrose for retaining and satisfying customer’s
needs towards their product or brand?
According to the Siggelkow (2019), for retaining consumer’s longer period of time,
satisfaction of their needs is important. This is important aspect which is needed to do by every
organisation irrespective to their business size and nature. This helps the organisation to sustain
10

in market for longer period of time along with attainment of competitive advantage in market.
The level of competition within retail sector is high and needed to an organisation like Waitrose
to adopt the new and innovative ways for satisfaction and longer retention of consumers towards
regular consumption of their products along with entitlement of services. All the different
strategies that help to Waitrose of for longer retention and satisfaction of consumers are defined
below:
 Quality products at reasonable price: It is must for an organisation to provide
qualitative products to their consumers at reasonable price. This will provide the
opportunity regarding persuading buying behaviour of consumers (Bricci, Fragata and
Antunes, 2016).
 Discount coups to regular consumers: It is must for an organisation that provide
discount to all their regular consumers so they ascertain the same as the benefit for their
loyalty towards an organisation. This help to retain for longer period of time (Carter and
Yeo, 2016).
 Diversified product range: Organisation like Waitrose has to focus over collection of
diversified range so if customers to the place then never goes back with bare hands. This
also helps in longer retention of consumers (Chen and Wu, 2016).
What are the relationship between total quality management practices and customer’s retention
and satisfaction?
According to the Fazeen RASHEED a K. (2016), there is direction relation between
approach of TQM and customer long term retention along with satisfaction. This can be
understood easily after the ascertaining the meaning about the both concepts.
As per the view point of Chuah and et. al., (2017), TQM is the approach regarding
providence of qualitative products to all which is free from defects. This approach includes the
use of different strategies and practices on the different stages related to product i.e. production
and supply.
According to the Farooq and et. al., (2018), Customer retention and satisfaction is the
concept about the fulfilment of their needs for longer retention. This includes the all aspects that
an organisation provides to consumer for making the product and more attractive and reliable.
Quality is the first aspect among these all that provided by organisation for attraction and
retention of consumers.
11

As per the view presented by Ganesh, (2016), It is clear from the description of the both
above defined concepts that they are directly related with other where approach of TQM help in
delivery of quality to the product and the same is used by an organisation for the satisfaction and
retention of consumers for longer period of time.
12

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is main and important section of the dissertation that will be useful
for researcher in gathering of data about the study. Research methodology is the process of
gathering and analysing of information with the help of different methods such as questionnaire,
interview, observation etc. In addition, research methodology introduces to the specific
techniques or procedures used to recognise, choose, process and evaluating data about a topic.
There are different methods and approaches that will be used within a dissertation for gathering
and analysing information regarding the total quality management and its impact over customer’s
retention and satisfaction (Garga and Bambale, 2016). Some useful methods will be explained as
below:
Research Philosophy:
Research philosophy introduces to the set of principles relating to the nature of reality
being studied. There are two main research philosophy are known as interpretivisim and
positivism. For executing current investigation, positivism research philosophy is more suitable
that has been used by researcher for collecting, analysing and interpreting quantitative data
easily. On the other hand, interpretivisim philosophy is not appropriate for doing this study
because it relay on qualitative data that take more time (Khadka and Maharjan, 2017).
Research approach:
This is referring to the method that the investigator takes, which could mainly be defined
as either inductive or deductive. These are considering two approaches of research that will be
used for analysing qualitative or quantitative information. For analysing quantitative data about
the impact of total quality management, deductive approach has been taken because it is
associated with the quantitative study and not requires maximum time and cost as compare to
inductive approach. However, inductive approach is not suitable for doing present study because
it is related with the qualitative research that requires more sources (Kharub and Sharma, 2016).
Research strategy:
Research strategy refers as an effective method of data collection that includes different
number of strategies such as action research, interview, surveys, experimental research,
systematic literature review, case study research etc. All these are effective but according to the
current topic or research questionnaire as a part of survey and systematic literature review have
13

been used. Systematic literature review was used for literature review to gather secondary data
and questionnaire has been followed for collecting primary information regarding the impact of
TQM on customer’s satisfaction and retention (Kiran, 2016).
Research choice:
Research choice is based on two methods which are known as qualitative and quantitative.
Both are best choice of research but for doing present study, quantitative choice has been used
because this will help in gathering of reliable and numerical information within minimum time
period. On the other side, qualitative choice is not valuable for doing current study because it
require more time as well as resource also (Madanat and Khasawneh, 2018).
Time Horizon:
This introduces to the time frame in which the dissertation is indented for completion.
There are two types of time horizons: longitudinal and the cross-sectional. Both are main types
of time horizon but for completing current project, cross-sectional time approach has been used
because it is associated with real situation and also not take more time in project completion as
compare to longitudinal approach. Along with this, for project time Gantt chart will be used as a
time management tool. This is an effective tool because it facilitates in completion of each
activities of dissertation within given time duration (Masum, Azad and Beh, 2016). There are
some activities according to the current dissertation which have been explained as below in
graphical way:
14

15

Data collection and data analysis:
Data collection and data analysis refers to the process that has been used within an
investigation for collecting and analysing quantitative data in lesser time period.
Data collection: In order to gather data, there are two sources which are primary and
secondary. Questionnaire is a part of primary source that has been used within a dissertation for
colleting first hand information about the total quality management and its impact on the
satisfaction and retention of customers. Along with this, there are different sources for collecting
secondary information such as magazines, articles, books etc. All these sources were used for
literature review for gathering secondary data regarding the current topic (Meštrović, 2017).
Data analysis: In order to analysis quantitative data deductive approach has been used
because it facilitates in analysing and interpreting of data easily. Frequency distribution
technique has been used as a simple data analysis technique that allows researcher to make table
of each questions and preset graphs with frequency by using Ms-Excel software (Murali,
Pugazhendhi and Muralidharan, 2016).
Sampling:
Sampling refers to the process which is systematic and used by researcher for selecting
sample size out of total population. There are main two techniques or methods of sample
selection which are known as probability and non-probability. For doing current investigation,
probability sampling has been used for selecting 60 mangers of Waitrose on random basis. Main
reason for using random sampling as a type of probability sampling as it helps in selection of
larger number of sample within limited time period as compare to non-probability sampling
(Ofori, Boakye and Narteh, 2018).
16

Research instruments:
There are various instruments of research which are interview, observation, focus group,
modelling, questionnaire etc. These are considering effective and valuable instruments of
collecting data but for gathering information regarding the impact of total quality management
over customer’s satisfaction and retention, questionnaire will be used. Main research behind
selecting questionnaire for current study because it helps in gaining of valid and reliable
outcomes in lesser time duration (Panuwatwanich and Nguyen, 2017).
Research Ethics:
Research ethics are important part of the dissertation because this will help researcher in
completion of full project ethically and systematically. There are some research ethics principles
that must be following by researcher while executing current investigation. These are; providing
the right to withdraw, avoiding deceptive practices, protecting confidentiality and anonymity,
obtaining informed consent, and minimise the risk of harm. These are main principles that should
be use within an investigator for completing each activity of dissertation legally or ethically
(Pattanayak, Koilakuntla and Punyatoya, 2017).
Research reliability and validity:
This is a significant part of the research methodology that is mainly associated with the
reliability and validity of data. For this, questionnaire has been developed and used by researcher
for gathering valid and reliable data regarding the impact of TQM over retention and satisfaction
of customers (Ramamoorthy and et. al., 2018).
17

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
Data analysis
Data analysis refers to the useful and important process for analysing information about
the area of study. Additionally, data analysis is the procedure of inspecting, transforming,
analysing and modelling information with purpose of discovering valuable data, informing
conclusion and helping decision making. The present dissertation is based on quantitative
research and for analysing quantitative data about the existing topic; frequency distribution has
been used as an analytical technique (Ramlawati and Kusuma, 2018). In this technique,
frequency table will be developed for analysing data that resulted in better conclusion within less
time period. Along with this, there is requirement for following some steps while analysing
quantitative information which are; 1) making of frequency table, 2) developing effective graphs
with the help of MS-Excel and 3) interpreting data effectively. All these steps will be explained
as below in systematic manner:
Frequency table
Q1) Do you have knowledge about the concept of total quality management
practices in context of an organisation?
Frequency
a). Yes 40
b). No 20
Q2) What are the effective practices or principles of total quality management
used by Waitrose?
Frequency
a). Customer focus and satisfaction 16
b). Continuous improvement 14
c). Teamwork and participation 17
d). Process management 13
Q3) What are the impact total quality management practices or principles on
business performance of Waitrose?
Frequency
a). Continuous review of progress 17
b). Developing an adequate system of communication 16
c). Helpful in meeting the competition 13
d). Essential in checking non-productive activities and waste 14
18

Q4) What are the advantages and benefits of total quality management for
Waitrose?
Frequency
a). Higher customer satisfaction 18
b). Increased productivity 14
c). Reduction of cost 16
d). Defect reduction 12
Q5) What are the impact of total quality management practices on customer’s
retention and satisfaction?
Frequency
a). Improved customer loyalty 20
b). Improved customer focus 20
c). Improving customer experience 20
Q6) What are the importance of customer’s retention and satisfaction for growth
of Waitrose?
Frequency
a). Increase customer’s life time value and boost revenue 17
b). Helps in achievement of competitive benefits 15
c). Loyal customers are more profitable 15
d). Satisfy customers will explore Brand 13
Q7) What are the factors that have impact on an organisation while implementing
TQM practices?
Frequency
a).Type of employees 15
b). Management style 18
c). Organisational structure 15
d). Industrial Relation 12
Q8) As per your opinion, total quality management helps your organisation in
retention of customers for longer time period?
Frequency
a). Strongly Agree 20
b). Agree 30
c). Disagree 7
d). Strongly disagree 3
19

Q9) According to you, what are the main drawbacks of Total quality management
that would be face by Waitrose?
Frequency
a). Problem of labour-management relations 16
b). Waiting for a long time 12
c). Require deep commitment 14
d).Resistance to change 18
Q10) What are the useful ways that would be use for overcoming the drawbacks
of Total quality management at Waitrose?
Frequency
a). Training and education to the employees 18
b). Development of more intensive relationship with suppliers and customers 14
c). Reorganisation of positive team performance 12
d). Encouragement of two-way and open communication 16
Q11) What are the ways that may be useful for Waitrose in satisfying customer’s
needs towards their product or brand?
Frequency
a). Identifying customers greatest needs 20
b). Provide service and product quality for each experience 15
c). Measure customer satisfaction in order to improve 15
d). Reward consumer referrals 10
Q12) What are the different strategies may be use by Waitrose for retaining
customers towards business?
Frequency
a). Build trust through relationship 16
b). Improve KPIs around customer service 12
c). Leverage customer feedback survey 18
d). Address complaints of customers on time 14
Q13) What are the relationship between total quality management practices over
customer’s retention and satisfaction?
Frequency
a). Positive relationship 40
b). Negative Relationship 8
c). Neutral 12
20

Data analysis
Q1) Do you have knowledge about the concept of total quality management
practices in context of an organisation?
Frequency
a). Yes 40
b). No 20
Q2) What are the effective practices or principles of total quality management
used by Waitrose?
Frequency
a). Customer focus and satisfaction 16
b). Continuous improvement 14
c). Teamwork and participation 17
d). Process management 13
21

Q3) What are the impact total quality management practices or principles on
business performance of Waitrose?
Frequency
a). Continuous review of progress 17
b). Developing an adequate system of communication 16
c). Helpful in meeting the competition 13
d). Essential in checking non-productive activities and waste 14
Q4) What are the advantages and benefits of total quality management for
Waitrose?
Frequency
a). Higher customer satisfaction 18
22

b). Increased productivity 14
c). Reduction of cost 16
d). Defect reduction 12
Q5) What are the impact of total quality management practices on customer’s
retention and satisfaction?
Frequency
a). Improved customer loyalty 20
b). Improved customer focus 20
c). Improving customer experience 20
Q6) What are the importance of customer’s retention and satisfaction for growth Frequency
23

of Waitrose?
a). Increase customer’s life time value and boost revenue 17
b). Helps in achievement of competitive benefits 15
c). Loyal customers are more profitable 15
d). Satisfy customers will explore Brand 13
Q7) What are the factors that have impact on an organisation while implementing
TQM practices?
Frequency
a).Type of employees 15
b). Management style 18
c). Organisational structure 15
d). Industrial Relation 12
24

Q8) As per your opinion, total quality management helps your organisation in
retention of customers for longer time period?
Frequency
a). Strongly Agree 20
b). Agree 30
c). Disagree 7
d). Strongly disagree 3
Q9) According to you, what are the main drawbacks of Total quality management
that would be face by Waitrose?
Frequency
a). Problem of labour-management relations 16
25

b). Waiting for a long time 12
c). Require deep commitment 14
d).Resistance to change 18
Q10) What are the useful ways that would be use for overcoming the drawbacks
of Total quality management at Waitrose?
Frequency
a). Training and education to the employees 18
b). Development of more intensive relationship with suppliers and customers 14
c). Reorganisation of positive team performance 12
d). Encouragement of two-way and open communication 16
26

Q11) What are the ways that may be useful for Waitrose in satisfying customer’s
needs towards their product or brand?
Frequency
a). Identifying customers greatest needs 20
b). Provide service and product quality for each experience 15
c). Measure customer satisfaction in order to improve 15
d). Reward consumer referrals 10
Q12) What are the different strategies may be use by Waitrose for retaining
customers towards business?
Frequency
a). Build trust through relationship 16
b). Improve KPIs around customer service 12
c). Leverage customer feedback survey 18
d). Address complaints of customers on time 14
27

Q13) What are the relationship between total quality management practices and
customer’s retention and satisfaction?
Frequency
a). Positive relationship 40
b). Negative Relationship 8
c). Neutral 12
28

Discussion
Discussion will be based on primary data and their relation with secondary information
collected for literature review. this will be interpreted as below:
Question 1: Knowledge about the concept of total quality management
Interpretation: There are total 60 respondents in which 40 respondents have idea about
the total quality management practices, whereas remaining 20 don’t have any idea regarding the
same. Most of the mangers of Waitrose have knowledge about the TQM and they said it is
continual and effective process of eliminating and reducing errors in manufacturing as well as
helps in enhancing customer experience towards business.
This information is correlated with the secondary data that was gathered with the use of
secondary sources for literature review (Sampaio and et. al., 2016). In these sources, different
authors have different opinion but they have to say about the concept of total quality
management apart from their features etc.
Question 2: Effective practices or principles of total quality management
Interpretation: There are different practices or principles of TQM that used by Waitrose.
For this, 16 out of 60 respondents have idea as customer focus and satisfaction is main principles
because in this company has responsibility to aware about the customer requirements and always
fulfilling their needs. 14 respondents have knowledge is an effective principle that helps
company in improvement of its operational efficiency. 17 participants have knowledge as a main
principle of TQM and remaining 13 have idea as process management is main principle.
Question 3: Impact total quality management practices or principles over business
performance
Interpretation: There are different impacts of total quality management practices over
Waitrose’ business performance. 17 out of 60 respondents said as it will help them in its
continuous review of progress, 16 have knowledge as it develop an adequate system of
communication, 13 have idea as it is helpful in meeting the competition and remaining have
opinion as it is essential in checking non-productive activities and waste.
This information is related with the secondary data gathered by respondents by using
books, journals, articles and many other secondary sources relevant to the topic. For this,
authors have view as total quality management practices help an organisation in inspecting non-
productive activities and also waste (Santouridis and Veraki, 2017).
29

Question 4: Advantages and benefits of total quality management
Interpretation: There are number of benefits and advantages of TQM that may be get by
Waitrose. For these 18 out of 60 respondents have view as it will help them in increasing
customer satisfaction that resulted in improved brand image. 14 participants have view as it
increased productivity, 16 have knowledge as it reduce cost and remaining have idea as it defect
reduction in systematic manner.
Question 5: Impact of total quality management practices on customer’s retention and
satisfaction
Interpretation: Practices of TQM has direct impact over customer’s satisfaction and
retention. For this respondents have to give equal quote to the options which are improved
customer loyalty, improved customer focus and improved customer experience. Therefore total
quality management practices help an organisation in retention of customers and also fulfilment
of their needs and wants towards product or services.
Question 6: Importance of customer’s retention and satisfaction for Waitrose
Interpretation: Retention and satisfaction of customers are important part of business
success and growth of Waitrose. For this, 17 mangers of Waitrose have knowledge as it increases
customer’s life time value as well as boost revenue. 15 have idea as satisfied customer’s support
Waitrose in attainment of its competitive advantages. Other 15 participants have view as loyal
customers are Helps Company in increment of their sales. Remaining 13 respondents have idea
as satisfied customer support company by boosting their brand value and reputation in
marketplace.
Question 7: Factors impacts while implementing TQM practices
Interpretation: There are number of factors that have impact on Waitrose by
implementing total quality management practices. In this, 15 respondents have knowledge as
type of employees is main factor because diverse workforce creates conflict in implanting TQM
practices due to their poor knowledge. 18 have knowledge as ineffective management style is
main factor, 15 have knowledge as organisational structure is major factor and remaining 12
have opinion as industrial relation is foremost factor that effect on business during implementing
of TQM practice in an organisation.
Question 8: Effectiveness of total quality management
30

Interpretation: Total quality management is effective and essential for an organisation in
retention of customer for long time because it will help an organisation in fulfilment of
customer’s needs and also saving their time and cost. For this statement 20 are strongly agreed,
30 are agreed, 7 are disagreed and 3 are strongly agreed. Most of the participants are agreed
because they have actual knowledge about the significance of TQM in retention of customers.
Question 9: Main drawbacks of Total quality management
Interpretation: There are certain drawbacks and limitations of TQM that would be face
by company. 16 respondents have idea as sometimes it create problem of labour-management
relation, 12 said as waiting for a long time is main drawback, 12 have knowledge as it require
deep commitment and remaining 18 have idea s resistance to change is main drawback.
Question 10: Ways for overcoming the drawbacks of Total quality management
Interpretation: There are a number of ways that would be requiring to use by Waitrose
for eliminating the drawbacks of total quality management. 18 respondents said as training and
education to the employees is best ways that help them in overcoming the issue of labour-
management relations. 14 have knowledge as development of more intensive relationship with
suppliers and customers is an effective way for company in reducing of the issue of deep
commitment. 12 have opinion as reorganisation of positive team performance is essential in
elimination of the problem of resistance to change. Remaining 16 participants have idea as
encouragement of two-way and open communication is effective that help in solving of any kind
of issues associated with TQM.
Question 11: Ways for satisfying customer’s needs
Interpretation: There are numerous ways that will be essential for Waitrose in satisfying
of customer needs about the products and services. 20 respondents have idea as identification of
customer’s greatest need is main way, 15 have knowledge as providence of service and product
quality for each experience is effective strategy, other 15 have idea as measurement of customer
satisfaction is essential and remaining 10 have knowledge as reward consumer referrals is an
effective way. All these are essential for an organisation in increment of customer’s satisfaction
level.
This information is related with the literature review because in this authors gave their
view about the ways of increasing customer’s satisfaction towards products which are same as
per the primary data (Thai and Jie, 2018).
31

Question 12: Strategies for retaining customers towards business
Interpretation: Customer retention is important for an organisation because it will help
them in improvement of their growth and success. There are some strategies that must be use by
Waitrose for retaining customers such as build trust through relationship, improve KPIs around
customer service, leverage customer feedback survey and address customer’s complaints on
time.
This information is not matched with the secondary information that was collected for
literature review. For this authors have another view about the customer’s retention strategies
(Alananzeh, 2018). In order to provide their information to the intended audience different
communication channels has been used i.e. oral and written presentation, e-mail etc.
Question 13: Relationship between total quality management practices and customer’s
retention and satisfaction
Interpretation: Most of the respondents have opinion as total quality management has
positive relationship because it will helps an organisation in increment of customer satisfaction
and also retention for them in longer time period.
This information is correlated with the secondary data or information gathered by
investigator for literature review through books, magazines, journals, articles etc. sources. For
this, authors have opinion as TQM helps an enterprise in maintaining of positive relationship
with customers that resulted in higher customer satisfaction (Ali and Raza, 2017).
32

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above mentioned data analysis and discussion it has been concluded that most of
the respondents have idea about the total quality management practices and its significance in
improving business performance. Different principles of TQM were discussed that used by
company and have positive impact on their performance by meeting the competition,
development communication system accurately and so on. These practices or principles are
teamwork and participation, customer focus and satisfaction etc. TQM is essential because it
supported company by providing different advantages which are reduction of cost, defect
reduction, increased productivity and higher customer satisfaction. Along with this, with the use
of total quality management practices company improved customer loyalty, experience and focus
towards their brand. Therefore, customer retention and satisfaction is important and helps
company in accomplishment of competitive advantages, boosting revenue, improving brand
image etc. Along with this, there are some factors that have impact on business while
implementing TQM practices which are management style, organisational structure, types of
employees and many others. Different ways were used by company for retaining as well as
satisfying customers such as reward consumer referrals, providence of product and service
quality, improvement of KPIs around customer service, leverage customer feedback survey etc.
Apart from this, different number of drawbacks was discussed that have impact on
business while implementing total quality management practices. These drawbacks are requiring
deep commitment, waiting for a long time, problem of labour-management relations and
resistance to change. All these are major challenges that have impact on business in negative
way. In order to reduce these drawbacks various number of effective ways were used which are
training and education to the employees, development of more intensive relationship with
suppliers and customers, encouragement of two-way and open communication and
reorganisation of positive team performance. Overall, research aim and objectives are
accomplished by using questionnaire for primary data and literature review for secondary
information.
33

Recommendation
From the above mentioned data, it has been recommended different ways for Waitrose in
attraction of large number of customers towards their product and brand by using TQM
practices. Some effective and essential ways has been recommended to the company which are
explained as below:
Engage with loyal customers: Waitrose must engage with their loyal customers that will
be beneficial for them in attainment of competitive advantages and improvement of business
growth. Interacting together with customers is any other way to attract large number of clients.
Increase patron engagement by using replying to remarks on social media and spotlighting
dependable customers. Along with this, company should also enhance KPIs around customer
service that supports them in increment of large customer base and improvement in customer
experience.
MSI Total Quality Management Professional (TQMP): Waitrose must follow TQMP that
will help them in attraction of customers by providing better quality and in their services and
products. The Management and Strategy Institute gives the TQMP certification, which covers
the primary standards of TQM and enables prepare you to work as a TQM professional on your
enterprise. The route and certification exam are to be had for $299.99 and take vicinity online.
Implementation of PDCA cycle: This is another and effective ways for Waitrose in
attraction of large number of customers easily. TQM consists of 4 most important stages,
referred to as The PDCA Cycle, for plan, do, test and act. The “making plans” degree is whilst
employees decide the basis reason of diverse troubles and fine control problems that want to be
addressed for the duration of the business enterprise. Strategies to deal with the decided troubles
located within the strategy planning stage are evolved throughout the “doing” degree. Ideas are
analyzed and measured to determine how powerful they're at helping remedy the employees’
issues.
34

REFERENCES
Books and Journals
Alananzeh, O.A., Jawabreh, O., Al Mahmoud, A. and Hamada, R., 2018. The impact of
customer relationship management on tourist satisfaction: The case of Radisson Blue
Resort in Aqaba city. Journal of Environmental Management & Tourism. 9(2 (26)).
pp.227-240.
Ali, M. and Raza, S. A., 2017. Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management &
Business Excellence. 28(5-6). pp.559-577.
Allan, M. M., 2016. The Relationship Between Service Quality and Customer Satisfaction and
Retention in Ghana's Luxury Hotels. IUP Journal of Marketing Management. 15(4).
Antunes, M. G., Quirós, J. T. and Justino, M. D. R. F., 2017. The relationship between
innovation and total quality management and the innovation effects on organizational
performance. International Journal of Quality & Reliability Management.
Awan, A. G. and Farhan, H. M., 2016. Talent Management practices and their impact on job
satisfaction of employees: A case study of Banking sector in Pakistan. Science
International. 28(2). p.1950.
Bahri-Ammari, N. and Bilgihan, A., 2017. The effects of distributive, procedural, and
interactional justice on customer retention: An empirical investigation in the mobile
telecom industry in Tunisia. Journal of Retailing and Consumer Services. 37. pp.89-
100.
Bahri-Ammari, N. and Soliman, K. S., 2016. The effect of CRM implementation on
pharmaceutical industry’s profitability. Management Research Review.
Bouranta, N., Psomas, E. L. and Pantouvakis, A., 2017. Identifying the critical determinants of
TQM and their impact on company performance. The TQM Journal.
Bricci, L., Fragata, A. and Antunes, J., 2016. The effects of trust, commitment and satisfaction
on customer loyalty in the distribution sector. Journal of Economics, Business and
Management. 4(2). pp.173-177.
Carter, S. and Yeo, A. C. M., 2016. Students-as-customers’ satisfaction, predictive retention with
marketing implications. International Journal of Educational Management.
Chen, J. H. and Wu, S. I., 2016. The impact of customer relationship management and internal
marketing on business performance: a comparison of lodging industries. Total
Quality Management & Business Excellence. 27(1-2). pp.17-33.
Chuah, S. H. W. and et. al., 2017. Why do satisfied customers defect? A closer look at the
simultaneous effects of switching barriers and inducements on customer
loyalty. Journal of Service Theory and Practice.
Farooq, M. S. and et. al., 2018. Impact of service quality on customer satisfaction in Malaysia
airlines: A PLS-SEM approach. Journal of Air Transport Management. 67. pp.169-
180.
Ganesh, A., 2016. Understanding the Relationship between Employee Motivation and Customer
Retention. Vilakshan: The XIMB Journal of Management. 13(1).
Garga, E. and Bambale, A. J. A., 2016. The Impact of Service Quality on Customer Patronage:
Mediating Effects of Switching Cost and Customer Satisfaction. International
Journal of Global Business, 9(1).
35

Khadka, K. and Maharjan, S., 2017. Customer satisfaction and customer loyalty. Centria
University of Applied Sciences Pietarsaari. 73(1).
Kharub, M. and Sharma, R. K., 2016. Investigating the role of CSF’s for successful
implementation of quality management practices in MSMEs. International Journal of
System Assurance Engineering and Management. 7(1). pp.247-273.
Kiran, D .R., 2016. Total quality management: Key concepts and case studies. Butterworth-
Heinemann.
Madanat, H. G. and Khasawneh, A. S., 2018. Level of Effectiveness of Human Resource
Management Practices and Its Impact on Employees' Satisfaction in the Banking
Sector of Jordan. Journal of Organizational Culture, Communications and Conflict.
Masum, A. K. M., Azad, M. A. K. and Beh, L. S., 2016. The role of human resource
management practices in bank performance. Total Quality Management & Business
Excellence. 27(3-4). pp.382-397.
Meštrović, D., 2017. Service quality, students’ satisfaction and behavioural intentions in stem
and ic higher education institutions. Interdisciplinary Description of Complex
Systems: INDECS. 15(1). pp.66-77.
Murali, S., Pugazhendhi, S. and Muralidharan, C., 2016. Modelling and investigating the
relationship of after sales service quality with customer satisfaction, retention and
loyalty–a case study of home appliances business. Journal of retailing and consumer
services. 30. pp.67-83.
Ofori, K. S., Boakye, K. and Narteh, B., 2018. Factors influencing consumer loyalty towards 3G
mobile data service providers: evidence from Ghana. Total Quality Management &
Business Excellence. 29(5-6). pp.580-598.
Panuwatwanich, K. and Nguyen, T. T., 2017. Influence of organisational culture on total quality
management implementation and firm performance: evidence from the Vietnamese
construction industry. Management and Production Engineering Review, 8.
Pattanayak, D., Koilakuntla, M. and Punyatoya, P., 2017. Investigating the influence of TQM,
service quality and market orientation on customer satisfaction and loyalty in the
Indian banking sector. International Journal of Quality & Reliability Management.
Ramamoorthy, R. and et. al., 2018. Service quality and its impact on customers’ behavioural
intentions and satisfaction: an empirical study of the Indian life insurance
sector. Total Quality Management & Business Excellence. 29(7-8). pp.834-847.
Ramlawati, R. and Kusuma, A. H. P., 2018. Total Quality Management as the Key of the
Company to Gain the Competitiveness, Performance Achievement and Consumer
Satisfaction. International Review of Management and Marketing. 8(5). p.60.
Sampaio, P. and et. al., 2016. An extensive structural model of supply chain quality management
and firm performance. International Journal of Quality & Reliability Management.
Santouridis, I. and Veraki, A., 2017. Customer relationship management and customer
satisfaction: the mediating role of relationship quality. Total Quality Management &
Business Excellence. 28(9-10). pp.1122-1133.
Thai, V. and Jie, F., 2018. The impact of total quality management and supply chain integration
on firm performance of container shipping companies in Singapore. Asia Pacific
Journal of Marketing and Logistics.
36

Online
Barone. A., 2020. Total Quality Management. [Online] Available through:
<https://www.investopedia.com/terms/t/total-quality-management-tqm.asp>./
Hashmi. K., 2020. INTRODUCTION AND IMPLEMENTATION OF TOTAL QUALITY
MANAGEMENT. [Online] Available through: <
https://www.isixsigma.com/methodology/total-quality-management-tqm/introduction-
and-implementation-total-quality-management-tqm/>./
Siggelkow. N., 2019. Strategies for satisfying customers needs. [Online] Available through:
<https://www.brandingstrategyinsider.com/4-strategies-for-satisfying-customer-needs/
#.XtFNTjBKi1s>./
Ruhaniika. S., 2020. Total Quality Management Principles. [Online] Available through: <
https://www.economicsdiscussion.net/quality-management/total-quality-management-
principles/31865>./
Fazeen RASHEED a K. 2016. Impact of Total Quality Management on Customer Satisfaction.
[Online] Available through: <
https://www.researchgate.net/publication/331558637_Impact_of_Total_Quality_Manag
ement_on_Customer_Satisfaction>./
37

Appendix
Questionnaire
Q1) Do you have knowledge about the concept of total quality management practices in context
of an organisation?
a). Yes
b). No
Q2) What are the effective practices or principles of total quality management used by Waitrose?
a). Customer focus and satisfaction
b). Continuous improvement
c). Teamwork and participation
d). Process management
Q3) What are the impact total quality management practices or principles on business
performance of Waitrose?
a). Continuous review of progress
b). Developing an adequate system of communication
c). Helpful in meeting the competition
d). Essential in checking non-productive activities and waste
Q4) What are the advantages and benefits of total quality management for Waitrose?
a). Higher customer satisfaction
b). Increased productivity
c). Reduction of cost
d). Defect reduction
Q5) What are the impact of total quality management practices on customer’s retention and
satisfaction?
a). Improved customer loyalty
b). Improved customer focus
c). Improving customer experience
Q6) What are the importance of customer’s retention and satisfaction for growth of Waitrose?
a). Increase customer’s life time value and boost revenue
b). Helps in achievement of competitive benefits
38

c). Loyal customers are more profitable
d). Satisfy customers will explore Brand
Q7) What are the factors that have impact on an organisation while implementing TQM
practices?
a).Type of employees
b). Management style
c). Organisational structure
d). Industrial Relation
Q8) As per your opinion, total quality management helps your organisation in retention of
customers for longer time period?
a). Strongly Agree
b). Agree
c). Disagree
d). Strongly disagree
Q9) According to you, what are the main drawbacks of Total quality management that would be
face by Waitrose?
a). Problem of labour-management relations
b). Waiting for a long time
c). Require deep commitment
d).Resistance to change
Q10) What are the useful ways that would be use for overcoming the drawbacks of Total quality
management at Waitrose?
a). Training and education to the employees
b). Development of more intensive relationship with suppliers and customers
c). Reorganisation of positive team performance
d). Encouragement of two-way and open communication
Q11) What are the ways that may be useful for Waitrose in satisfying customer’s needs towards
their product or brand?
a). Identifying customers greatest needs
b). Provide service and product quality for each experience
c). Measure customer satisfaction in order to improve
39

d). Reward consumer referrals
Q12) What are the different strategies may be use by Waitrose for retaining customers towards
business?
a). Build trust through relationship
b). Improve KPIs around customer service
c). Leverage customer feedback survey
d). Address complaints of customers on time
Q13) What are the relationship between total quality management practices over customer’s
retention and satisfaction?
a). Positive relationship
b). Negative Relationship
c). Neutral
Q14) Provide any recommendations to Waitrose in attraction of more customers through Total
quality management practices.
40