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

This research report investigates the impact of total quality management on improving customer satisfaction and retention towards Walmart. It includes a literature review, research methodology, data collection and analysis methods, ethical considerations, and research limitations. The research aim is to identify the practices of total quality management in context of an organization and determine the relationship between total quality management practices and customer satisfaction & retention.

Business
Research
Project

Contents
Chapter 1:.........................................................................................................................................3
Introduction............................................................................................................................3
Rationale.................................................................................................................................3
Research aim..........................................................................................................................3
Research question...................................................................................................................3
CHAPTER 2: Literature review.......................................................................................................4
CHAPTER 3: Methodology.............................................................................................................6
Research methodology...........................................................................................................6
Sampling.................................................................................................................................7
Data collection methods.........................................................................................................7
Data analysis methods............................................................................................................7
Ethical considerations.............................................................................................................8
Research limitations...............................................................................................................8
Time line.................................................................................................................................8

Chapter 1:
Introduction
Total quality management practices are regarded as a strategy of business that is to consistently
enhance the quality of products and services by focusing on the need and desire of customers.
There are always presence of a direct relationship between total quality management and the
level of loyal customer base. Walmart is American multinational retail corporation brand that is
operating a chain of hypermarkets grocery stores and discount departmental scores across United
Nations (Wheaton and Schrott, 2018). This company was founded in the year 1962 and
incorporated in the year 1969. It is one of the popular brands that is listed on New York stock
exchange and is well known for the affordable range of products that are being offered. Present
report is based on analysing and investigating the impact of total quality management in
improving the customer retention and satisfaction level.
Rationale
Total quality management practices are very important for various retail sector organisations.
Present research report is going to be very helpful in the process of analysing the ways
information can be collected from identified primary and secondary sources of information
(Mukhopadhyay, 2020). From professional perspective it is going to help in the process of
improving the base for conducting future course of research. In personal context it is going to
assist in the process of enhancing the present research in communication management skills.
Research aim
Research aim: Main aim of this research is “To investigate the impact of total quality
management in improvement of customer satisfaction and retention towards the
brand”. A study on Walmart.
Research question
1. What are the practices total quality management in context of an organization. ?
2. What are the ways for improving customer satisfaction towards the Walmart. ?
3. What is the relationship between total quality management practices and customer
satisfaction & retention?
Research Objectives

• To identify the practices to total quality management in context of an organization.
• To determine the ways for improving customer satisfaction towards the Walmart.
• To examine the relationship between total quality management practices and customer
satisfaction & retention.
CHAPTER 2: Literature review
Total quality management in context of an organization
As per view points of watt (2020), total quality management is a management approach that is
used for the purpose of providing long-term success to organisations by having higher customer
satisfaction. There are different types of quality management principles that are to be used by
organisations in order to have proper quality adherence. For this purpose there are some of the
major focus principles that includes customer first. In total quality management the four most
pillar of success is having focus on customer experiences (Stamatis, 2018). Another aspect of
employee ownership total quality management requires that there is involvement of each team
member to ensure proper quality control. Total quality management does not focus on a single
department because the goal is to provide customers with great experiences at every level.
Another approach is to focus on condition of implementing and evaluating practises with dignity
to find success and repeat it. System integration is also one of the most important total quality
management strategies that were around leveraging of assets available in the organisation. It is
best achieved by having a combination of organisations different departments in to complete
synergy. Communication is also one of the approaches that are adding value and transparency to
the organisational functioning. Data driven approach is also to be used for improvement of
organisations and for the decision making process. It is to be used as a sole approach of constant
improvement that can be a framework for decision making in upcoming future time period. In
context of Walmart total quality management is a technique that is based on the idea that
employees must continuously improve their abilities as per the demand of products and services.
This concept of total quality management implies that employees in the organisation are
obligated to improve their operations. Leadership in organisations also associated with funding
and clearly defined goals to actively manage the products and services ongoing basis. Apart from
this total quality management is also focusing on alignment of organisational objective with

customer needs. Having proper communication with customers to measure the level of
satisfaction and improve further processes. There are several other benefits of having customer
focused approach that leads to higher sales higher revenue better market share stronger customer
loyalty that may lead to repeated business (What Is TQM? Total Quality Management Explained,
2020).
The ways for improving customer satisfaction towards the Walmart
As per view points of Archer (2016), in context of Walmart there have been many issues related
to quality which has affected the customer feedback in the past. Walmart is one of the largest
retailers and supermarket chain across the world that is mostly marketed with the distinction of
providing large product range with affordable prices. But in some instances Walmart is not
having proper policies as per requirement of customer satisfaction. For this purpose there are
several strategies that can help in the process of improving the present customer satisfaction level
for Walmart (Klochkov and Tveryakov2020). Customer driven change is one of the most
effective strategies where there can be lowest prices product can be combined with
implementation of changes as per customer requirements. There is requirement to provide better
services overall shopping experiences and better looking stores in order to have a loyal base of
customers. For this purpose the main focus is to you have customisation of products to meet
customer demands. Proper implementation of digital marketing strategies is also one of the
effective changes that can be brought in Walmart where changes can be brought as per
requirement of customers by using social media marketing strategies.
With the Outbreak of covid-19 virus there is difficulty in the process of attracting customers to
physical stores. Many different retail brands are focusing on using digital transformation that is
very important to have proper online mediums to attract and retain customers. Different social
media marketing websites like Facebook, Instagram & Twitter can be used as a source of
enhancing the present level of customer engagement (Howarth and Greenwood, 2017). For this
purpose of enhancing customer services complaints of customer have to be timely address by the
customer service department of Walmart. For this reason Walmart have to manage to implement
the required changes and such changes will help them in making them achieve the required
competitive advantage in long run. As per the areas of customer dissatisfaction level there will be
more focus on the segments where walmart is presently lacking.

The relationship between total quality management practices and customer satisfaction &
retention
As pet view point of Noori (2020), Total quality management practice is the philosophy that is
focused on continuous improvement of quality related with the product services. There is
presence of direct relationship between total quality management practices and customer
retention and satisfaction level. It is analysed as a strategic foundation for generating required
competitive advantage and improvement of firm’s performance. Total quality management
practices also very important for the purpose of enhancing the present organisational
performance both in terms of products and services. Total quality management practices are
developed as a result of intense global competition organisations with international trade and the
amount of global competition (Góral and Wigier, 2017). Total quality management has become
the buzz word in management practices because of the increasing competition. The amount of
quality there is higher satisfaction level of customers because they are looking for quality
combined with affordability. Walmart is a brand that is already having established loyal
customer base they can working towards using their quality management practices that can help
in the process of supporting the constant attainment of customer satisfaction and retention level.
Total quality management is a process that is practised is across different industries and is very
helpful in the process of achieving long-term success through customer engagement. There is
improvement in organisational process and systems by application of various quality
management practices that includes kaizen six Sigma approaches that helps in the process of
continuous learning and improvement.
CHAPTER 3: Methodology
Research methodology
Research methodology is used for the purpose of differentiating the unbiased outcomes with
wires outcomes. It helps in laying down effective structure which can assist in the process of
collecting the required information. There are different types of research methods that can be

adopted in present research work so that there is proper information that is present and can assist
in the process of achieving the laid aims and objectives.
Sampling
Sampling is regarded as a selection of specific group from the whole population set. It is not
possible to use the whole population segment for the purpose of conducting the research work
for this purpose a particular sample is selected. There are two sampling method that includes
random sampling and non random sampling method (Irvine. and Irvine, ., 2018). In present
research report there will be use of random sampling that is effective method where there will be
unbiased representation of the total population. It will provide equal opportunity for all the
respondents to be part of the sample. In the present research report investigator will be using a
sample size of 30 employees were presently working in Walmart.
Data collection methods
Primary data: The main purpose of collecting primary data is to gather information from the
original the person collecting data is the sole owner and is collecting as per specific requirements
of research work. This method has high amount of reliability and authenticity as compared to
secondary data collection method.
Secondary data: it is a method where information is collected from existing or secondary sources
of information. In this process present research report will include information that is collected
from journal article online website books that already exist. In present report there will be
answering of research questions based on development of literature review by collecting the
information from search already existing sources (Beshah. and Berhan, 2017).
In present research report questionnaire will be used as a primary method for collecting
information and literature review is based on collecting of information from already existing
sources.
Data analysis methods
Data analysis is the systematic application of logical and statistical techniques to describe the
data scope data structure and further data representation. There are different analytical
procedures that help in the process of evaluating the overall collected information. Presently
there are two main data analysis methods that can be used in the present research report.

Qualitative analysis: this approach mainly used for the purpose of addressing and analysing the
information by application of quantitative techniques for evaluating the information collected
from questionnaires and outcomes attitude scaling. This analysis is helpful in the form of
narratives and text.
Quantitative analysis: it is a process that is used for the purpose of analysing the quantitative or
numerical form of data. The data presented here is based on measurement of scales and
extending it as per availability of statistical information (Liamputtong, 2020).
In present research about there will be use of thematic analysis as a technique to evaluate and
analyse the collected information based on different themes. There will be statistical
representation of the information collected by use of questionnaire.
Ethical considerations
There are some of the ethical considerations that include voluntary participation of participants
while using questionnaire for the purpose of collecting and formation. Apart from this it is
important for the researcher to ensure that there is no misuse of any type of information that is
collected from already existing sources.
Research limitations
In present research report there will be limited availability of information because it is not
possible to collect internal information of Walmart (Litosseliti, 2018). There is also difficulty in
the process of collecting information from the target segment of respondents which may affect
the reliability and validity of Research report in long run.
Time line
Gantt chart may be used as a process of dividing all the activities as per specified time period. It
is going to help in the process of dividing the total available time period so that there can be
achievement of aims and objectives different activities that are required to be performed in the
organisation.

References
Books and journals
Beshah, B. and Berhan, E., 2017. Critical success factors for TQM implementation. International
Journal of Productivity and Quality Management, 21(4), pp.490-499.
Góral, J. and Wigier, M., 2017. Risk in the food economy-theory and practice. Instytut
Ekonomiki Rolnictwa i Gospodarki Żywnościowej-Państwowy Instytut Badawczy.
Howarth, T. and Greenwood, D., 2017. Construction quality management: Principles and
practice. Routledge.
Irvine, D. and Irvine, S., 2018. The practice of quality: Changing general practice. CRC Press.
Klochkov, Y.S. and Tveryakov, A.M., 2020. Approaches to the improvement of quality
management methods. International Journal of System Assurance Engineering and
Management, 11(2), pp.163-172.
Liamputtong, P., 2020. Qualitative research methods.
Litosseliti, L. ed., 2018. Research methods in linguistics. Bloomsbury Publishing.
Mukhopadhyay, M., 2020. Total quality management in education. SAGE Publications Pvt.
Limited.
Stamatis, D.H., 2018. Total quality service: principles, practices, and implementation.
Routledge.
Wheaton, B. and Schrott, B., 2018. Total Quality Management. Theory and Practice.
Oldenbourg Wissenschaftsverlag.
Online
What Is TQM? Total Quality Management Explained, 2020 [Online]. Available through: <
https://www.bmc.com/blogs/tqm-total-quality-management/>
The customer knowledge bloghttps://www.myfeelback.com/en/blog/focusing-customer-
feedback-improve-walmart-outlook
IMPACT OF TOTAL QUALITY MANAGEMENT PRACTICE ON CUSTOMER
RETENTION AND SATISFACTION 2020 [Online]. Available through:
<https://iaeme.com/MasterAdmin/Journal_uploads/IJM/VOLUME_11_ISSUE_12/
IJM_11_12_245.pdf