TQM and Customer Satisfaction: Barratt Developments PLC Study

This report investigates the impact of Total Quality Management (TQM) on customer satisfaction within the UK construction industry, with a case study focusing on Barratt Developments PLC. The research aims to analyze the practices of TQM, assess customer satisfaction levels, and determine t...Read More

(Coursework-B)
Impact of Total Quality Management on the level
of satisfaction of customers: Construction
Industry, UK

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Research aim................................................................................................................................1
Research objectives.....................................................................................................................1
Research questions.......................................................................................................................1
Focus and Purpose.......................................................................................................................2
Rational:.......................................................................................................................................2
Significance of the research:........................................................................................................2
Literature Review............................................................................................................................3
Research design and Methodology..................................................................................................5
Type of investigation:..................................................................................................................5
Data collection method:...............................................................................................................6
Sampling method:........................................................................................................................6
Accessibility issues:.....................................................................................................................6
Ethical issues:..............................................................................................................................7
Data analysis plan:.......................................................................................................................7
Research limitations:...................................................................................................................7
Findings...........................................................................................................................................8
Dissertation structure.......................................................................................................................8
Timetable.........................................................................................................................................9
References......................................................................................................................................10

TABLE OF FIGURES
Figure 1: conceptual framework of literature..................................................................................4
LIST OF TABLES
Table 1: Timelines for the research.................................................................................................8

INTRODUCTION
Quality of products and services is one of the major aspects which can affect the
satisfaction level of customers in a positive and negative manner. At present, most of the
organizations focus on strength their Total quality management for retaining their customers. So,
the current research report focuses on determining the role of total quality management in
increasing the customer’s satisfaction (Daniel and Sam, 2011). Regarding this, author will focus
on Construction industry of UK in which satisfaction of customer is highly depends on the
quality of the constructed building; so, study has chosen Barratt Developments PLC for whole
investigation (Barratt Developments PLC, 2015). It is highly focus on improving TQM of this
organization. For conducting investigation researcher will follow a very systematic procedure
which will comprise review of literature, methodology of research, analysis of collected
information. This process will help in attaining objectives in effective manner.
Research aim:
Aim of the current research is “To analyze the impact of total quality management in
increasing customer satisfaction in the construction industry; a case study of Barratt
Developments PLC”.
Research objectives:
 To assess the practice of Total Quality Management at Barratt Developments PLC.
 To analyzethe customer satisfaction level of Barratt Developments PLC.
 To analyze the impact of Total Quality Management on Customer Satisfaction.
 To suggest appropriate strategies for improving the level of customer’s satisfaction and
quality management of Barratt Developments PLC.
Research questions:
1. Whatare the practices of Total Quality Management at Barratt Developments PLC?
2. What is the customer satisfaction level of Barratt Developments PLC?
3. What are the major impacts of total quality management on customer satisfaction?
4. How Barratt Developments PLC can improve level of customer’s satisfaction and quality
management of company?
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Focus and Purpose
Major purpose of current investigation is to determine the impact of total quality
management in increasing customer satisfaction of Barratt Developments PLC. Along with this,
researcher wants to resolve the problem of low customer satisfaction of this organization. For
resolving this problem, researcher will focus on different practices of TQM. Along with this,
focus will also be given on satisfaction level of customers of Barratt Developments PLC. It will
help in identifying the relationship between TQM and customer’s satisfaction. Therefore, study
will fulfil all objectives in the most effective manner.
Rational:
Construction industry of UK is facing the problem of low customer’s satisfaction and this
problem affect the financial performance of the company in negative manner. Market research
has reflected that poor quality of the products and services of organizations of this industry
decline the customer’s satisfaction (Martin and Guerin, 2006). It is a contemporary issue of
investigation because most of the organizations are investing huge amount of money in
improving quality management aspects and Barratt Developments PLC is one of these
organizations. But, there are no assurance about that weather this investment in quality
management can increase the customer’s satisfaction or not. So, for determining the worth of this
investment researcher wants to conduct this investigation which will help in getting information
about the impact of total quality management on customer’s satisfaction of Barratt Developments
PLC (Goetsch and Davis, 2014).
Significance of the research:
Accomplishment of this study will give clear and detail information about the impact of
total quality management of customer satisfaction. Therefore, it will be significant for the whole
construction industry because by which they can improve their quality management as well as
customer’s satisfaction. Further, it will be significant for PhD research scholars for conducting
similar study on construction or other industries in future (Kim, Kim and Park, 2010). Including
this, it will also provide appropriate strategies to different companies for increasing customer’s
satisfaction and total quality management department of organization.
LITERATURE REVIEW
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Literature review is one of the important method for collecting information from past
research studies on related subjects. Researcher will chose historical studies on total quality
management, customer satisfaction and construction industry of UK (Goddard and Melville,
2004). Summary of literature will help in getting appropriate insights in understand the research
problem and making hypothesis in effective manner.
Total quality Management
Total quality management is one of the important functions for every organization which
helps in improving quality of products and services and proficiency of the organization.
Likewise, Total Quality Management, 2015 has concluded that “TQM approach focuses on
reducing defects and wastage of resources of the organization because these are important
aspects of total quality management” (Total Quality Management, 2015). As per this statement,
defects in construction industry increasethe cost of organization as well as reduce the total
quality of developed product. Therefore, at the time of quality management, every organization
needs to assure about the low defects in final goods. Similarly, Whiteley and Whiteley, 2006 has
asserted that “total quality of the organization is also related to the use of raw material and
inventory management of the organization” (Whiteley and Whiteley, 2006). According to this
statement, it can be critically evaluated that optimum utilization of material and suitable methods
for managing available stock are also considered as an appropriate function of quality
management. But on the other hand, Vaivio, 2008 has concluded that “Most of the organizations
invest huge amount of money in technology for improving quality of different products and
services” (Vaivio, 2008). But before making any investment, organization should assure about
the profitability and return on investment. Thus, it can be critically assessed that there are
number of investment appraisal methods. Assessment of the viability of investment project helps
in reducing cost and improving financial performance of the organization. In contrast, Sobh and
Perry, 2006 has asserted that “Quality of the products and services can affect the number of
customers, attraction of customers, financial and non-financial position of the organization,
corporate image of organizations, etc.” (Sobh and Perry, 2006). So, every organization needs to
focus on TQM for improving overall performance of the firm.
Customer satisfaction
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Ye and Lai, 2012has concluded that “customer satisfaction is one of the major aspects for
making money because satisfied customers lead to repurchase and help in increasing total
revenue of the firm” (Ye and Lai, 2012). As per this statement, financial performance of a
construction firm is highly linked with the level of satisfaction of customers. In contrast,
Goddard and Melville, 2004 has stated that “customer satisfaction depends on the quality of
products, price performance ratio of products and fulfilment of the needs and expectations”
(Goddard and Melville, 2004). Therefore, a high quality product and appropriate price help in
increasing customer’s satisfaction.
TQM and Customer satisfaction
Kumar, 2014 has asserted that “Satisfaction level of customers depends on the purchase
value of money, fulfilment of needs and requirements, etc” (Kumar, 2014). However, Sallis,
2014 has concluded that “customer’s expectations about price if related to the price of products
and services” (Sallis, 2014). For the construction industry, generally investment of customers is
very high so, they expect high quality products and services from organization. So, low quality
can decline their level of satisfaction and high quality products and augment their satisfaction
level. Therefore, construction industry needs to focus on quality of products and services for
increasing customer’s satisfaction (Sunil and et.al., 2014).
Overall, Flick, 2011 has concluded that “TQM have positive as well as negative impact
on customer’s satisfaction” (Flick, 2011). As per this statement high quality products and
services can satisfy their needs and requirements but it is associated with the high price so, it can
negative affect the customer’s satisfaction in pricing aspects. But, on the other hand, effective
quality of products will provide appropriate purchase value which will help in satisfying their
needs and requirements. Therefore, TQM plays very important role in affecting customer’s
satisfaction in construction industry (Customer satisfaction: a key component of TQM, 2012).
Conceptual framework of literature review:
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Figure 1: Conceptual framework of literature
Research gap:
Findings of the literature have reflected that there are large numbers of researchers which
have conducted researcher studies on TQM and customer satisfaction in different industries but
no one have selected Barratt Developments PLC of construction industry of UK. So, as per this
research gap author has decided to conduct investigation for determining impact of Total Quality
Management in increasing customer’s satisfaction in construction industry (Bhattacharyya,
2009).
RESEARCH DESIGN AND METHODOLOGY
Methodology of the research can be defined as an appropriate process of resolving
research problem using different tools and techniques for collecting data and getting appropriate
solutions of research problem (Ye and Lai, 2012). There are different methods which will help in
conducing investigation in effective manner and these are described as under:
Type of investigation:
As per the above discussion, current subject of this investigation is very subjective, so,
author needs to select qualitative technique of the investigation. But, on the other hand as per the
deductive approach author will develop hypothesis so, for testing these hypothesis researcher
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ImpactoftotalqualitymanagementinincreasingcustomersatisfactionTotalqualitymanagementPriceperformnaceofproductDefectsinfinishedgoodsInvestmentintechnologyformanagingqualityCustomersatisfactionPurcahsevalueofproductAppropriatequalityofgoodsSatisfactionofneedsandrequirements

needs to apply qualitative tests (Sobh and Perry, 2006). Therefore, for current investigation
researcher will apply combine techniques of qualitative and quantitative which will help in
attaining all objectives in an effective manner.
Data collection method:
Data collection methods can be defined as appropriate tools and techniques for gathering
appropriate information about the research subject and problem. Primary and secondary data
collection methods are appropriate for collecting facts and figures about TQM and customer
satisfaction. Researcher will chose both primary as well as secondary data collection methods for
obtaining facts and figures about the current subject. Primary data collection will be applied by
researcher for getting fresh and new information about the satisfaction of customers towards
quality of products and services of Barratt Developments PLC. Primary information will be
collected by customers using online questionnaire survey methodology. In contrast, Secondary
data collection method will be applied by author for getting information about the past research
studies on current subject. Literature review is one of the best options for secondary data
collection. Major sources of secondary data collection include books, journals, articles, news and
annual report and website of Barratt Developments PLC (Goddard and Melville, 2004).
Sampling method:
As per the above discussion researcher will collect data from customers. So, study needs
to select a sample that can represent the whole population of research. For the current
investigation researcher will select sample from customers of Barratt Developments PLC. This
sample will be selected by a non-probability sampling method, that is,convenience sampling
method. These methods will be applied by the researcher because it will help in selecting sample
as per their convenience. It is beneficial for investigation as it reduces time and cost of
investigator. For the whole investigation, researcher will use a sample of 20 participants (Fiegen,
2010). This sample size will easily represent the research universe of current study.
Accessibility issues:
Researcher may face different issues for accessing relevant information about the total
quality management of Barratt Developments PLC. It may affect the final findings of the
research. So, researcher needs to take permission to Barratt Developments PLC for gathering
information about the TQM department of the firm. Along with this, researcher will face
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problem in determining link between TQM and customer’s satisfaction in construction industry.
For resolving this issue researcher needs to use advance search option (Bhattacharyya, 2009).
Ethical issues:
As per the above discussion researcher will use primary information for determining
impact of TQM on customer satisfaction. So, safety and security of the personal information of
customers of Barratt Developments PLC is one of the major ethical issues as per the research
standards. So, author needs to assure about the safety and security of this issue. Regarding this,
researcher will assure about the use only that information which will be required for attaining
aim and objectives of the research. Along with this, plagiarism and manipulation of data are also
considered as ethical issues in secondary data collection method (Flick, 2011). So, for resolving
this ethical issue author will assure will use appropriate citation and references of past research
scholars.
Data analysis plan:
Researcher will develop an appropriate plan for examining the complete collected
information and which will be consideredas a data analysis plan. There are two types of data
analysis methods such as thematic and statistical data analysis. Thematic analysis is generally
used by the researcher for examining qualitative information and statistical analysis is applied for
interpreting numerical data. The current research project will collect both types of information
so; it needs to use both methods of data analysis. Therefore, it will use both descriptive and
inferential analysis methods. As per the research planning, researcher will use thematic analysis
for examining subjective or qualitative information and about TQM and customer satisfaction. It
is considered as descriptive analysis and comprises different themes. In inferential analysis,
researcher will include hypothesis testing. In contrast, for examining quantitative information,
researcher will use statistical analysis method. Therefore qualitative and quantitative data
analysis methods will be most appropriate for analysing all information about the research
subject in effective manner (Sunil and et.al., 2014). Findings of both techniques will help in
making appropriate conclusion for current investigation.
Research limitations:
Each and every research is associated with some limitations which can delay the project
as well as affect the findings of research. For the current investigation major limitations may
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include lack of time, experience and money. Appropriate planning for managing time and cost
will help in completing investigation as per the schedule and proposed budget. For getting
experience researcher needs to review the papers of past research scholars (Ye and Lai, 2012).
FINDINGS
Findings of the research will help in getting facts about the total quality management of
Barratt Developments PLC. This information will help in understanding the importance of the
TQM for improving customer’s satisfaction. Finding of thematic analysis will help in developing
new theories and getting solution of different research questions. But on the other hand, findings
of statistical tests will help in accepting or rejecting hypothesis of current subject. Along with
this, all results will help in resolving research issues as well as attaining objectives of the
investigation in effective manner (Whiteley and Whiteley, 2006).
DISSERTATION STRUCTURE
 Chapter 1 - Introduction: It will be an important chapter which will provide brief
introduction of the whole investigation. Along with this, it will comprise research
problem, aim, objectives, questions and significance of the research.
 Chapter 2 - Literature Review: In this chapter researcher will comprise different articles
and research papers from historical research. All these articles will help in understanding
research problem and getting insights to resolve these problems in effective manner.
Literature will include past research studies on total quality management and customer
satisfaction (Kumar, 2014).
 Chapter 3 - Research Methodology: This chapter will comprise different tools and
techniques for conducting investigation in effective manner. It includes detail information
about research philosophy, design, approach and strategy. Further it will also include
appropriate method for collecting information on Total Quality Management and
customer satisfaction.
 Chapter 4 - Data analysis: After collecting facts and figures in research methodology
section researcher will analyze all information in this section. This chapter will comprise
various methods for analysing all information in effective manner. This section will
include appropriate findings of every data analysis chapter (Oakland, 2014).
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 Chapter5 - Conclusion and Recommendations: After completing data analysis chapter
researcher will make appropriate conclusion on the basis of the findings. It will help in
determining the major impacts of Total; Quality Management on Customer’s Satisfaction
of Barratt Developments PLC.
TIMETABLE
Table 1: Timeline for the research
Activity/Week 1 2 3 4 5 6 7 8
Formulation of the research proposal and
coursework A
Formulating aim and objectives
Review of historical studies
Selection of appropriate tools and techniques of
research methodology
Collection and recording of primary and
secondary data
Analysis of collected information
Interpretation of final findings and results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback comments
Final submission of report
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REFERENCES
Books and Journals
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company
Ltd.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence.
pearson.
Kim, J. U., Kim, W. J. and Park, S. C., 2010. Consumer perceptions on web advertisements and
motivation factors to purchase in the online shopping. Computers in human
behavior. 26(5). pp.1208-1222.
Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. SAGE.
Martin, S. C. and Guerin, A. D., 2006. Using research to inform design solutions. Journal of
Facilities Management. 4(3). pp.167–180.
Oakland, J.S., 2014. Total quality management and operational excellence: text with
cases.Routledge.
Sallis, E., 2014. Total quality management in education. Routledge.
Sobh, R. and Perry, C., 2006. Research design and data analysis in realism research. European
Journal of Marketing. 40(11/12). pp.1194–1209.
Sunil, N. and et.al, 2014. Research Article Phenotypic Diversity and Genetic Variation within a
Collection of Onion (Allium cepa L.) Germplasm from Peninsular India. Electronic
Journal of Plant Breeding. 5(4). pp.743-751.
Vaivio, J., 2008. Qualitative management accounting research: rationale, pitfalls and potential.
Qualitative Research in Accounting & Management. 5(1). pp.64–86.
Whiteley, M. A. and Whiteley, J., 2006. The familiarization study in qualitative research: from
theory to practice. Qualitative Research Journal. 6(1). pp.69–85.
Ye, C. L. and Lai, Y. F., 2012. Supercritical CO2 extraction optimization of onion oil using
response surface methodology. Chemical Engineering & Technology. 35(4). pp. 646-652.
Online
Barratt Developments PLC. 2015. [Online]. Available through: <
http://www.barrattdevelopments.co.uk/>. [Accessed on 28th December 2015].
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Customer satisfaction: a key component of TQM. 2012. [Online]. Available through: <
http://smartinvestorsreports.blogspot.in/2012/03/customer-satisfaction-is-key-
component.html>. [Accessed on 28th December 2015].
Total Quality Management. 2015. [Online]. Available through: < http://asq.org/learn-about-
quality/total-quality-management/overview/overview.html>. [Accessed on 28th December
2015].
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