Impact of Total Quality Management Practices on Customer Satisfaction and Retention in Unilever

Research Project
(Impact of quality management
practices on customer satisfaction
and retention)

ABSTRACT
The aim of this research is to identify the impact of Total quality management
practices in customer satisfaction and retention. There are various objective of this report
such as To analyse the impact of total quality management that can be more useful for
managing the customer's retention and satisfaction in Unilever, To determine the factors
affecting different practices of total quality management in Unilever. In current investigation
quantitative data is collected and analysed. The data collection method is primary data which
is gathered using questionnaire.

SUMMARY
The present research is based on the topic Impact of total quality management
practices and its influence on customer satisfaction and retention. There are three objectives
of this investigation which would be attained by thee researcher that are to examine the
concept of total quality management practices within the organisation, To analyse the impact
of total quality management that can be more useful for managing the customer's retention
and satisfaction in Unilever, To determine the factors affecting different practices of total
quality management in Unilever. The research choice for the present research is quantitative
data which is being used by selecting various philosophies and approaches. The philosophy
which is selected by the researcher is positivism and to test the hypothesis deductive
approach is used. To gather data from the respondent survey research strategy is being used.
Researcher has chosen cross sectional time horizon because they want to complete the
investigation in shorter time. Probability sampling will be used to take out participants and
both primary and secondary data is used. The major finding of the current investigation is for
the organisation it is very important to manage their total quality because it helps them to
improve their product. Through this they can also retain and satisfy their customer.

Table of Contents
ABSTRACT..............................................................................................................................................2
SUMMARY.............................................................................................................................................3
LIST OF FIGURES....................................................................................................................................6
LIST OF TABLES......................................................................................................................................6
ACKNOWLEDGEMENT............................................................................................................................7
DEDICATION...........................................................................................................................................8
CHAPTER 1: INTRODUCTION..................................................................................................................9
Overview of the topic .......................................................................................................................9
Background of the company..............................................................................................................9
Research aim and objective...............................................................................................................9
Research question...........................................................................................................................10
Research rational.............................................................................................................................10
Approach and methodology............................................................................................................10
Chapter preview..............................................................................................................................11
CHAPTER 2: LITERATURE REVIEW........................................................................................................12
What are the impact of total quality management that can be more useful for managing the......12
customer's retention and satisfaction in Unilever?.........................................................................12
What are the major factors affecting different practices of total quality management in Unilever?
.........................................................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY..............................................................................................15
CHAPTER 4: ANALYSIS AND FINDING ..................................................................................................18
Frequency distribution table............................................................................................................18
Data presentation and interpretation..............................................................................................18
CHAPTER 5: A CRITICAL APPRAISAL RECOMMENDATION AND SUGGESTION FOR FUTURE WORK......21
CHAPTER 6: CONCLUSION....................................................................................................................22
REFRENCES ..........................................................................................................................................23
Books and journal................................................................................................................................23
APPENDIX............................................................................................................................................25
Questionnaire..................................................................................................................................25

LIST OF FIGURES
Figure 1: Total quality management plays an important part in the organisation...................18
Figure 2: Total quality management helps in improving the quality of product.....................19
Figure 3: Impact of TQM on customer satisfaction and retention...........................................20
Figure 4: TQM practices used by Unilever in managing the product......................................21
Figure 5: Impact of TQM practices on Unilever......................................................................22
Figure 6: Factors affecting TQM practices of Unilever...........................................................23
Figure 7: Overall impact of TQM practices in managing customer retention and satisfaction
..................................................................................................................................................24

LIST OF TABLES
Table 1: Total quality management plays an important part in the organisation..................................19
Table 2: Help of Total quality management company can improve the quality of product.................20
Table 3: Total quality management has impacted the customer retention and satisfaction in the
Unilever...............................................................................................................................................21
Table 4: Total quality management practices used by Unilever in managing their product.................21
Table 5: Impact of total quality management practices on the Unilever..............................................22
Table 6: Major factors affecting different practices of total quality management in Unilever for
satisfying and retaining buyers............................................................................................................23
Table 7: Overall impact of total quality management practices useful for managing customer's
retention and satisfaction.....................................................................................................................24

ACKNOWLEDGEMENT
I would like to express my special thanks and gratitude to my professor for giving me
the opportunity to do this wonderful research on “Total quality management practices” on
Unilever company. With their proper guidance I am able to complete the report in systematic
manner. I came to know about various new things which have developed my skills. Secondly
I would also thank my friends and family member who helped me a lot in gathering the
information which is needed for the topic. With their efforts the research is completed within
the given time framework.