Impact of Total Quality Management Practices on Customer Retention and Satisfaction

Business Research
Methodologies
(Impact of total quality
management practices on
customer retention and
satisfaction. )
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Abstract
In the below report, there is a discussion about Impact of total quality management
practices on customer retention and satisfaction. This report includes research aims and objective
and questions. Then it includes rationale of choosing this project and literature review. Further it
includes various research methods which helps the investigator in collecting data and
information. Then it includes ethical considerations and validity and reliability of this research.
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Table of Contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................4
Research aim:..............................................................................................................................4
Research project objectives ........................................................................................................4
Research Project questions ........................................................................................................5
Research rationale ...........................................................................................................................5
Literature Review.............................................................................................................................6
What is the meaning and concept of total quality management in business...............................6
What are the principles of total quality management in business environment..........................6
What is the impact of total quality management practices in customer satisfaction and
retention of Morrisons.................................................................................................................7
Research Method.............................................................................................................................8
Ethical considerations....................................................................................................................10
Validity and Reliability Issues.......................................................................................................10
Time plan in Gantt chart format ....................................................................................................11
........................................................................................................................................................12
References......................................................................................................................................13
Books and journals....................................................................................................................13
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Introduction
This research aims to do the impact of total quality management practices on customer
satisfaction and retention. Every organisation is focusing on earning profits and revenue of the
business through customer satisfaction. So, for enhancing customer satisfaction, they have to
maintain their quality and generates loyal customers. If company is providing better quality of
service then customer will stay in the organisation for longer duration. Total quality management
is the approach which is used by companies in order to focus on their quality and based on
making participation in all the activities and aiming to success of customer satisfaction. TQM is
take advantage on the engagement of management, suppliers, workforce, customers and in order
to meet customer expectations (Abazid, Gökçekuş, and Celik, 2021). This approach helps in
improving competitiveness among competitors and maintaining flexibility of the organisation so
that this could benefits customers in making satisfaction. Providing excellent service to the
customers will be resulting in retention of the customers. As profits which is generated by after
sales services is much higher than obtained with sales. TQM helps the organisation in making
improvements in their exiting and new products and services. Further, this helps in attracting
new customer as well. Total quality management helps in bringing more customer satisfaction
and develops sustainability in the organisation. Now a days in global competition, organisations
are more focusing on after sales service and differentiate themselves from competitors. By
making effective important in quality of products and services, this will helps the organisation in
gaining competitive adventure in the exiting market. Maintaining quality will be resulting in
attracting new customers and retaining them for long time in future. In this report the
organisation selected is Morrisons. It is one of the biggest supermarket chain of UK. It is having
495 stores in all over the locations. This report includes research aims and objectives and
literature review. Then it consist of research methodology.
Research aim:
“To determine the impact of total quality management practices on customer retention
and satisfaction.” A study on Morrisons.
Research project objectives
 To analyse the meaning and concept of total quality management in business.
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