Impact of total quality management practices on customer retention and satisfaction within the UK automotive industry

The research aims to identify the impact of total quality management practices on customer retention and satisfaction within the UK automotive industry, with a focus on Rolls-Royce. The study will explore the concept of total quality management, its practices, and the benefits of customer retention and satisfaction for improving business success. The researcher will use a deductive research approach, positivism research philosophy, and survey as a research strategy.

RESEARCH PROPOSAL
(Impact of total quality management practices on
customer retention and satisfaction within the UK
automotive industry)

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................4
Relevance of the Proposed Research to Business Research.......................................................4
Place the proposed study in context............................................................................................4
Justification of the chosen topic..................................................................................................4
Value of this research..................................................................................................................5
Research aim, objectives and questions......................................................................................5
LITERATURE REVIEW................................................................................................................7
What is the concept of total quality management along with its practices used within the UK
automotive industry?...................................................................................................................7
What is the impact of total quality management practices on customer retention and
satisfaction within Roll-Royce....................................................................................................8
What are the advantages of customer retention and satisfaction for improving business success
of Rolls – Roy's ..........................................................................................................................9
RESEARCH METHODOLOGY ..................................................................................................10
REFERENCES..............................................................................................................................12

ABSTRACT
The main criteria of the following research is to study the impact of total quality
management practices on the satisfaction and retention of customers in the automotive industry.
The current research mainly includes about the concept of the total quality management and how
it helps the company in retaining and satisfying the customers in order to achieve high growth
and success in the business market. To identify the various benefits related customer retention
and satisfaction for improving the growth and success of the overall business. In the present
ongoing research, the researcher has collected and analysed quantitative data. The researcher has
chosen primary and secondary data both for carrying out the following research by using data
analysis and questionnaire.

INTRODUCTION
Relevance of the Proposed Research to Business Research
The current research is based on the concept of total quality management as it plays an
important role in the company for offering better quality products and services to customers.
Total quality management helps the organisation in ensuring that every employee is working
towards improving the work process, culture, system and services in order to achieve success in
the long term. Adopting practices related to total quality management is useful for the company
as it helps in managing the operations effectively and efficiently for increased performance and
productivity (Chiarini, 2020). The main idea behind selecting total quality management practices
within the company is to ensure that they are delivering better quality of goods and services for
gaining high growth and profitability in the competitive market. The chosen organization in the
present research is Rolls-Royce, which is considered as a British luxury car established in 1904
in Manchester, UK.
Place the proposed study in context
The investigator mainly focus on improving the customer satisfaction and retention by
adopting total quality management practices in order to achieve high growth and success in the
highly competitive market (Brata and Soediantono, 2022). The following present research is
based on defining the impact of total quality management practices and its importance in
improving the performance and productivity of the company. This helps the investigator in
getting full and detailed knowledge about the selected topic which is beneficial for other
researchers also in carrying out the future research. The present research helps the researcher in
increasing their level of knowledge and skill about the given topic so that proper and effective
understanding can be developed so that personal growth can be achieved in the future.
Justification of the chosen topic
The present research conducted is based on a very important topic which is known as
total quality management as it helps in improving the working capability of the employees in
satisfying customers. Total quality management practices helps the company in retaining
customers towards buying the products and services so that the sales also gets increased with
time (Talapatra and Uddin, 2019). The selected topic helps the company in enhancing the quality

of the working operations, strengthen security, efficient and effective employees and increased
profitability.
Value of this research
The following ongoing research helps the researcher in gaining in depth knowledge about
the following given topic so that better understanding can be developed. This following research
is also beneficial for other researcher as it helps in conducting future research about the topic in a
more effective way (Ahmed and Idris, 2020). In context of the company it helps in providing
skilful knowledge about the benefits of total quality management practices so that other
companies adopts it for improving their customer retention and satisfaction. This research is also
helpful in terms of students as it helps in increasing their level of skills ans knowledge which is
beneficial in their academics.
Research topic:
To identify the impact of total quality management practices on customer retention and
satisfaction within the UK automotive industry
Research aim, objectives and questions
Research aim:
To identify the impact of total quality management practices on customer retention and
satisfaction within UK automotive industry: A study on Rolls-Royce
Research objectives:
 To develop basic understanding about the total quality management along with its
practices used within the UK automotive industry
 To determine the Impact of total quality management practices on customer retention and
satisfaction within Rolls-Royce
 To evaluate the benefits of customer retention and satisfaction for improving business
success of Rolls-Royce
Research questions:
 What is the concept of total quality management along with its practices used within the
UK automotive industry?
 What is the Impact of total quality management practices on customer retention and
satisfaction within Rolls-Royce?

 What are the advantages of customer retention and satisfaction for improving business
success of Rolls-Royce?

LITERATURE REVIEW
What is the concept of total quality management along with its practices used within the UK
automotive industry?
As per the view of, total quality management plays a very crucial role in bringing high
growth and profitability in the company so that more customers can be retained for buying the
products and services. Total quality management can be defined as a systematic process of
identifying and eliminating or reducing errors which occur at the time of manufacturing,
improving experience of customers, streamlining management of supply chain and ensuring that
employees are speeding up with the process of training. The main aim of total quality
management to hold all the parties that are included in the process of production which is
accountable for the maintaining the overall quality of the final goods or service. Total quality
management is a customer-focused process and mainly focus on improving the operations of the
business. The practices related to total quality management helps the automotive industry in
improving their working of the business which results in increasing the quality of the products
and servicesTotal Quality Management is basically refer to management system for a consumer
focused organization that involved all categories of workers in continual improvement. It applies
various strategies, informations and effective communications for integrating the quality
discipline into the functions and culture of organizations. Total quality management is consist of
various principles which includes customer focus, total employee commitment, process
approach, integrated system, continual improvement etc. In aspect of auto-mobile due to
following these principles the positive relationship between auto-mobile industry and consumer
is easily sustained in long term.
 Customer focus – It is the first principle in total quality management. According to this
principle auto-mobile industry must focus on those customers who is highly valuable for
their product. Because in auto-mobile industry products are very expensive and not
suitable for all customer segments (Apornak and Hezaveh, 2019). Here targeted
customers are middle and upper class segments.
 Total employee commitment – According to this principle commitment of employees is
highly important in auto-mobile industry. Because without committed employees auto-
mobile industry is not able to manufacture best quality product according to the needs and

desires of users. Due to the effective use of skilled and committed employees they are
able to sustain the vision, mission and objectives in long term.
 Integrated systems – According to this principle auto-mobile industry need to use the
advanced, automated and user friendly systems. Due to the effective use of these kind of
systems organization is able to run their operational activities in fast and smooth manner.
Due to effective integration company is able to maintain standard in their product for long
duration.
 Continual improvement – According to this principle auto-mobile industry need to use
updated system and technology for their continuous improvement. Because help of
updated equipment's their resources are used in optimised manner and also improves the
work efficiency of the employees at maximum level. It leads to increase the profit of
organization at large scale.
What is the impact of total quality management practices on customer retention and satisfaction
within Roll-Royce
Due to the effective use of total quality management various impacts are produced on the Rolls
Royce company in aspect of customer retention and satisfaction -
Firstly, in aspect of Rolls-Royce it is one of the company who is always produced
luxurious and expensive vehicle according to the needs and desires of customers. Due this reason
management is highly focused on only middle and upper class segments which leads to increase
the sale of their product and profit margin at large scale. Due to facilitating luxurious product the
positive relationship is effectively sustained between customer and company for long time.
Secondly, due to the effective commitment of the employees of Roll-Royce, management
is able to deliver the high quality product to consumers in time (Irene, 2019). Employee
commitment also assist the organization to identify the requirements and needs of consumers
quickly. Due to the commitment of workers the trust between employee and employer are easily
sustained in long term. With help of employee commitment higher authorities able to run their
operational activities in systematic manner.
Thirdly, integrated systems is one of the very important point within organization
because with help of this kind of systems strong connection is sustained with employee and
customer effectively. Due to the effective use of advanced systems organization is able to reduce
the stress and workload for both employee and customers. In the aspect of employee their job

roles and responsibilities are effectively divided which leads to increase their productivity. But in
aspect of customer during the time of buying the vehicle their formalities are digitally done in
quick manner.
Fourthly, Due to delivering the services and products to customers in quick manner, users
always sustained loyal towards company for long time.
What are the advantages of customer retention and satisfaction for improving business success of
Rolls – Roy's
In aspect of improving business, customer retention and satisfaction of Roll-Royce there are
various ways which is described below -
 Repeat customers – It is refer to in which way organization is able to increase the visits
of the customers in the shop for buying their product. In context to Roll-Royce, authority
must facilitate best quality service to their new and previous customers. For repeating the
consumers it is also essential for the management that they must provide complimentary
benefits such vehicle insurance policy etc. Due to providing these type of policies the
repetition of customer's are easily sustained for long time.
 Increasing positive word of mouth – Due to providing standard or high quality products
to customers the goodwill of company are easily spread at large scale (Mahmoud,
2019)x. That means this reputation is spread in the form of positive word of mouth. Due
to spreading positive word of mouth, new middle and high class segments are easily
attracted in large number for buying their product.
 Increasing sales – In context to Roll-Royce, sales is the biggest point for running their
activities smoothly and also for sustaining the goodwill in market for long time. Due to
increasing sale the overall productivity of company is highly increased within short
duration. It also assist to increase the motivation level of employees because their
incentives and bonuses are highly generated from this revenue. In this way their roles and
responsibilities are effectively fulfilled in time.
 Increasing productivity – It means that if customers become retain and loyal towards
company then definitely the overall positive output of company is highly increased. Due
to keeping strong connection with customers company is able deliver new services to
customers quickly. It leads to increase their performance at large scale.

RESEARCH METHODOLOGY
It is one of the significant chapters that give methods and techniques for the collection
and evaluation of data in a systematic way. Researcher will follow Saunders research onion
framework because it gives layers through which information can be assembled and analysed.
The methodologies which will be used by researcher are given below with their apt justifications.
Research approach: Research approach is related with such procedures which are used
by the researcher so that to manage the research in systematic manner (Snyder, 2019). In order
to complete the research this is needed by the researcher that to select appropriate research
methodology so that objectives of the research can be attained in easy manner. There are two
types of research approaches such as inductive and deductive. Inductive approach is used for the
purpose of managing the research in qualitative manner whereas deductive approach is used for
the purpose of managing the research in quantitative manner. In the context of current research
the researcher will use deductive research approach so that to align the research in appropriate
manner with quantitative methods.
Research philosophy: Research philosophy is considered as that conviction which are
used within the research for the purpose of achieving predicted results in most appropriate
manner. There are two types of research philosophy such as positivism and interpretivism.
Interpretivism is used for qualitative research methods whereas positivism research philosophy is
used for aligning the research in quantitative manner (Dźwigoł and Dźwigoł-Barosz, 2018) . In
the context of current research positivism research philosophy will be used so that to frame
research objectives in appropriate manner. Research philosophy is of great importance as this
will create significant edge within the researcher so that overall dimensions of the research can
be managed.
Research strategy: Research strategy is considered as the methods which are being used
by the researcher to evaluate information related with the research topic. Research strategy is
holding greater degree within research as this is helpful in taking out relevant research
information so that research objectives can be acquired (Zangirolami-Raimundo, Echeimberg
and Leone, 2018). There are different types of research strategies such as case study, survey,
focused group, grounded theory and many others. In the context of the current research,
researcher will use survey as research strategy so that to acquire opinion of third party within the
research.

Research Choice: It is the research method which has two forms: qualitative and
quantitative research choice. Investigator will choose quantitative research choice because it
assists in collecting statistical figures and facts. The main advantage of using quantitative choice
is that it carries out measurable results and outcomes. Thus, quantitative information increases
the relevancy and accuracy of whole investigation.
Data Collection: It is the form of methodology that focuses over collection of data
according to the requirement of an investigation. In a study it holds great importance because it
provides data about right sources to researcher. It is categorised into two main forms which are:
primary and secondary data collection method. Researcher will be choosing primary method
with the purpose of recording raw information in relation to the proposed research topic. The
main benefit of considering primary method is that it facilitates in approaching source of
information directly (Ngozwana, 2018). Eventually, this helps in reducing alteration in the
gathered information. Under this, questionnaire will be made by researcher with certain close-
ended questions. On the other hand, secondary research method will assist in collecting second-
hand information. This saves time of the researcher and assists in identifying research gap. The
secondary sources which researcher will use are: books, articles, publications, newspapers,
magazines etc.
Sampling: It is the method that allows researcher to select human respondents for the
investigation. In simpler words, it helps researcher to collect information from the chosen
number of human participants. It has mainly two forms: probability and non-probability
sampling. Investigator will select probability sampling as it allows researcher to choose large
number of participants. 20 employees from Rolls Royce will be selected. Under this random
method will be followed which clearly mentions that there is no requirement to set criteria for
choosing respondents.
Time Horizon: Time is the component which is required for timely completion of the
proposed study. It is of two forms which are: cross-sectional and longitudinal time horizon.
Researcher will choose cross-sectional time horizon so that questions could be addressed with
up-to-date information (Säfsten and Gustavsson, 2020). Thus, this assists in completing
investigation in real-time situation.

REFERENCES
Books and Journals
Ahmed, A.O. and Idris, A.A., 2020. Examining the relationship between soft total quality
management (TQM) aspects and employees' job satisfaction in “ISO 9001” Sudanese oil
companies. The TQM Journal.
Apornak, A. and Hezaveh, M.A., 2019. Extension of the model of manufacturing supply chain
quality management: an empirical study. International Journal of Productivity and
Quality Management, 28(4), pp.417-437.
Brata, J. and Soediantono, D., 2022. Total Quality Manufacturing (TQM) and Recommendations
for Its Application in the Defense Industry: A Literature Review. International Journal of
Social and Management Studies, 3(3), pp.50-62.
Chiarini, A., 2020. Industry 4.0, quality management and TQM world. A systematic literature
review and a proposed agenda for further research. The TQM Journal.
Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management
sciences. Financial and credit activity problems of theory and practice, 2(25), pp.424-
437.
Irene, L., 2019. Analisa Pengaruh Content Marketing Terhadap Customer Retention Dengan
Brand Attitude dan Customer Engagement Sebagai Variabel Perantara Pada Pengguna
Rokok Wimsilak di Surabaya. Jurnal Strategi Pemasaran, 6(2), p.10.
Mahmoud, M.A., 2019. Gender, e-banking, and customer retention. Journal of global
marketing, 32(4), pp.269-287.
Murmura, F. and Bravi, L., 2018. Exploring customers’ perceptions about Quality Management
Systems: an empirical study in Italy. Total Quality Management & Business
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Ngozwana, N., 2018. Ethical dilemmas in qualitative research methodology: Researcher’s
reflections. International Journal of Educational Methodology, 4(1), pp.19-28.
Nguyen, T.L.H. and Nagase, K., 2019. The influence of total quality management on customer
satisfaction. International journal of healthcare management, 12(4), pp.277-285.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: for engineers and other problem-
solvers.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Talapatra, S. and Uddin, M.K., 2019. Prioritizing the barriers of TQM implementation from the
perspective of garment sector in developing countries. Benchmarking: An International
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Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development, 28(3),
pp.356-360.