Total Quality Management and Customer Satisfaction at Waitrose

This dissertation investigates the impact of Total Quality Management (TQM) practices on customer retention and satisfaction within Waitrose. The research begins with an overview of TQM, its principles, and its application in an organizational context. A comprehensive literature review explores the concept of TQM, its principles, and strategies for customer satisfaction and retention. The research methodology outlines the chosen research philosophy, approach, strategy, and methods for data collection and analysis, including the use of questionnaires and content analysis. The data analysis and discussion chapter presents the findings, supported by MS-Excel graphs, and examines the relationship between TQM and customer outcomes. Finally, the dissertation concludes with a summary of the key findings, recommendations for Waitrose, and a complete list of references and appendices, providing a thorough examination of TQM's influence on customer satisfaction and retention.

Dissertation
(Impact of total quality management practices on
retention and satisfaction of customers)
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EXECUTIVE SUMMARY
Main purpose of this dissertation is to identifying the impact of total quality management
practices on retention and satisfaction of customers within Waitrose. Waitrose is a selected
organisation for this dissertation or research topic. In order to accomplish dissertation purpose,
different activities were completed effectively by the researcher. Literature review introduces as
main activity that was done by investigator with the use of secondary sources which are articles,
magazines, books, publication research etc. These are more effective and useful secondary
resources that were used for collecting secondary data for literature review about the current
study. By completing literature review, research methodology has been done with the better use
of different methods such as quantitative research, deductive approach, positivism philosophy,
questionnaire, probability sampling etc. All these are effective methods used within a dissertation
for collecting primary and quantitative data about the total quality management and its impact
over customer’s satisfaction and retention. For data analysis and discussion, content analysis as
an analytical tool was followed for analysing quantitative information easily. MS-Excel also
used for making graphs on each questions within questionnaire in data analysis and discussion
chapter. At last conclusion and recommendations, all information of dissertation was described
in concise way. Recommendations were done by providing suggestions to the company about the
topic that resulted in better growth and success of business.
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Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................5
Overview of the topic..................................................................................................................5
Background of the organisation...................................................................................................5
Aim of the Research....................................................................................................................6
Question of the Research.............................................................................................................6
Sub-questions of research............................................................................................................6
Objectives of the Research..........................................................................................................6
Research rational.........................................................................................................................6
Overview of the structure of dissertation.....................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Explain about the concept of total quality management practices in context of an organisation?
.....................................................................................................................................................9
What are the main principles of total quality management and their impacts on business
performance of Waitrose?..........................................................................................................10
What are the different strategies may be use by Waitrose for retaining and satisfying
customer’s needs towards their product or brand?....................................................................10
What are the relationship between total quality management practices and customer’s
retention and satisfaction?.........................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
Research Philosophy:.................................................................................................................13
Research approach:....................................................................................................................13
Research strategy:......................................................................................................................13
Research choice:........................................................................................................................14
Time Horizon:............................................................................................................................14
Data collection and data analysis:..............................................................................................14
Sampling:...................................................................................................................................15
Research instruments:................................................................................................................15
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Research Ethics:.........................................................................................................................15
Research reliability and validity:...............................................................................................15
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................17
Discussion......................................................................................................................................28
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................32
Conclusion.................................................................................................................................32
Recommendation.......................................................................................................................33
REFERENCES..............................................................................................................................34
Appendix........................................................................................................................................37
Questionnaire.............................................................................................................................37
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CHAPTER 1: INTRODUCTION
Overview of the topic
Total quality management refers to the continual and systematic process of reducing and
detecting or eliminating errors within manufacturing, enhancing the customer experience,
streamlining supply chain management, and making sure that workers are up to speed within
training (Alananzeh and et. al., 2018). Main aim of total quality management is to hold entire
parties involved within the production process and have responsible for the entire quality of the
final product or service. For this dissertation Waitrose is a chosen organisation that specialise in
selling of groceries. Along with this, quality is essential in the customer’s mind for the reason
that it influences the choice in buying that product. Product quality is one which helps an
organisation in fulfilment of customer’s needs and demand absolutely and which is completed
right the first time itself.
Quality management is important to effective and efficient operations management,
especially continuous management. Total quality management is the recent advancement in
quality that has resulted in advancements to operations management. Therefore Total quality
management is a systematic and important approach to management that purpose to improve
value to clients by designing as well as continually enhancing organisational systems and
process. The focuses are on involvement and empowerment of employee along with customers
and their satisfaction as the crucial point (Ali and Raza, 2017).
Background of the organisation
This dissertation is based on Waitrose that is a brand of British supermarkets. It was
founded in 1904 by Wallace Waite, Arthur Rose, and David Taylor and headquartered in
Bracknell, Berkshire, and Victoria, London, United Kingdom. Waitrose is the most innovative,
largest and successful chain of supermarket in the world because they differentiating from its
competitors themselves by providing excellent customer service and high quality in its products.
Waitrose is loyal to bring the best and high quality of food to their customers. Their prices of
products are at a premium that resulted in higher based of customers and improved brand image.
It has developed its strong reputation on its quality as well as the freshness of the products. Their
targeted market is the high income earners and its stores are located in affluent areas.
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Aim of the Research
Main aim of this dissertation is “To identify the impact of total quality management practices on
retention and satisfaction of customers: A study on Waitrose.
Question of the Research
 How total quality management practices have impacts over customer’s satisfaction and
retention within Waitrose?
Sub-questions of research
 Explain about the concept of total quality management practices in context of an
organisation?
 What are the main principles of total quality management and their impacts on business
performance of Waitrose?
 What are the different strategies may be use by Waitrose for retaining and satisfying
customer’s needs towards their product or brand?
 What are the relationship between total quality management practices and customer’s
retention and satisfaction?
Objectives of the Research
 To develop basis understanding about the total quality management practices in context
of an organisation.
 To identify the principles of total quality management and its impact on business
performance of Waitrose.
 To explore different strategies by which Waitrose can easily retain and satisfy their
customers towards product or brand.
 To identify the relationship between total quality management practices and customer’s
retention and satisfaction.
Research rational
Main rational behind selecting this topic is to analysis the impact of total quality
management practices on retention and satisfaction of customers. This topic is important because
it will helps management of an organisation by educating about the importance of total quality
management practices in increasing satisfaction level of customers and reducing high turnover of
customers. Total quality management is an essential topic or part for an organisation because it
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emphasising the needs of market, assure better quality performance, assist in checking non-
productive and waste activity, valuable is meeting the competitions etc. Therefore this research is
essential in identification to impact of total quality management practices for an organisation in
retention of customers and fulfilment of their satisfaction level (Allan, 2016).
Overview of the structure of dissertation
This is a significant part of the dissertation that includes summary of entire chapters apart
from their purpose within a report. There are different numbers of chapters that will be explained
as below:
Chapter 1: Introduction: This is a first activity or part of dissertation that includes some
important aspects that are valuable and necessary in doing dissertation systematically. These
aspects are overview of the topic, background of company, research aim, objectives, questions,
rationale, significance etc. All these aspects help in identification of topic deeply and accurately.
Chapter 2: Literature Review: This is a second chapter that is based on secondary data and
which is collected from number of secondary sources such as magazines, books, articles,
publication research etc. Main purpose of literature review is to fulfil research gaps by using sub-
questions of the study (Antunes, Quirós and Justino, 2017).
Chapter 3: Research methodology: This is another main chapter that has number of
methods such as research approach, research philosophy, data collection methods, research
strategy etc. These are useful within an investigation for collecting primary information about the
current study or topic. Main purpose of research methodology is to helps researcher in gathering
as well as analysing of data from number of suitable and useful methods.
Chapter 4: Data analysis and discussion: This is another part of the dissertation that
support researcher in analysing and discussing of primary data and its relation with the secondary
data gathered for the literature review section. For analysing data, MS-Excel will be used for
making graphs effectively. Content analysis has been used for analysing quantitative information
for current investigation because this will helps in analysing of data within less time duration and
in effective manner.
Chapter 5: Conclusion and recommendation: This is a last chapter or activity of
dissertation that includes entire information of dissertation in clear and short way. This chapter
helps researcher in identification of achievement of research aim and objectives.
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Recommendation has been made for recommending different ways for an organisation about the
topic (Awan and Farhan, 2016).
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CHAPTER 2: LITERATURE REVIEW
Literature review introduces to the reproducible, explicit and systematic method or process
of recognising, evaluating and synthesizing the data about the specific field of study. Literature
review is a main part of the dissertation that is completely based on secondary sources i.e.
articles, books, publication study, journals etc. These are main sources that will be used within a
dissertation for gathering secondary information about the total quality management and its
impact on retention and satisfaction of customers. Main purpose of this section is to recognise
the gaps in previous study (Bahri-Ammari and Bilgihan, 2017). Within an investigation, main
research gap is the impact of total quality management on satisfaction and retention of
customers. In previous study, there was information regarding the impact of total quality
management but there was lack of data about the effect of total quality management practices
over customer’s retention and satisfaction. For this, research questions have been applied for
overcoming research gap and also attaining research aim and objectives easily and
systematically. Research questions according to the research title will be described as below:
Explain about the concept of total quality management practices in context of an organisation?
As per the view point of Barone (2020), Total quality management is the persistent
procedure of detecting and decreasing or eliminating errors in manufacturing, streamlining
supply chain control, improving the customer enjoy, and ensuring that personnel are on top of
things with training. Total first-rate control objectives to maintain all parties worried within the
production process responsible for the general exceptional of the very last service or product. In
addition, TQM is described as a non-stop effort with the aid of the control as well as personnel of
a particular corporation to make sure long time purchaser loyalty and customer satisfaction. A
core definition of TQM describes a control technique to lengthy-time period success thru client
pride. In a TQM attempt, all contributors of a business enterprise participate in enhancing
strategies, merchandise, offerings, and the subculture wherein they work.
On the other hand Hashmi (2020), Total Quality Management introduces as n effective
method by which employees and management can end up concerned in the non-stop
improvement of the production of products and services. It is an aggregate of quality and
management equipment aimed at growing business and lowering losses because of wasteful
practices. Total quality mangement is especially involved with continuous development in all
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works and activity, from high degree strategic making plans and selection-making, to particular
execution of work elements on the shop floor. It stems from the notion that errors may be
avoided and defects can be prevented. It ends in constantly enhancing effects, in all elements of
work, because of continuously improving skills, human beings, strategies, era and system
abilties.
What are the main principles of total quality management and their impacts on business
performance of Waitrose?
According to the Ruhanika (2020), TQM refers to the management approach of an
enterprise, based on the involvement of all its employees, cantered on quality, and aiming at
long-term growth via customer satisfaction and advantages to entire members of Waitrose as
well as to society also. There are different principles of TQM which have been explained as
below apart from their impacts over business performance of Waitrose:
Customer focus: All activities of Waitrose are directed in the direction of producing items
as well as offerings so that it will satisfy the present and future requirements of customers. Being
aware about needs and requirements of customers and usually satisfy them is the indispensable
part of TQM. This will helps Waitrose in attraction of large number of customers and
achievement of long term goals and objectives easily. Fulfilment of customer needs will also
help company by increasing its sales and boosting revenue that resulted in higher business
performance at marketplace and in customer’s mind (Bahri-Ammari and Soliman, 2016).
Continual improvement: Total quality management is the important part of business
performance and growth because it will helps Waitrose in improvement of its operational
efficiency. It is a continual procedure of incremental alternates that goal at enhancing
organization’s operational performance in keeping with development in competition’ rules and
customers’ necessities. Therefore, this principle of TQM is also beneficial and essential for the
growth and success of Waitrose and also improvement of their brand image in customer’s mind
(Bouranta, Psomas and Pantouvakis, 2017).
What are the different strategies may be use by Waitrose for retaining and satisfying customer’s
needs towards their product or brand?
According to the Siggelkow (2019), for retaining consumer’s longer period of time,
satisfaction of their needs is important. This is important aspect which is needed to do by every
organisation irrespective to their business size and nature. This helps the organisation to sustain
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in market for longer period of time along with attainment of competitive advantage in market.
The level of competition within retail sector is high and needed to an organisation like Waitrose
to adopt the new and innovative ways for satisfaction and longer retention of consumers towards
regular consumption of their products along with entitlement of services. All the different
strategies that help to Waitrose of for longer retention and satisfaction of consumers are defined
below:
 Quality products at reasonable price: It is must for an organisation to provide
qualitative products to their consumers at reasonable price. This will provide the
opportunity regarding persuading buying behaviour of consumers (Bricci, Fragata and
Antunes, 2016).
 Discount coups to regular consumers: It is must for an organisation that provide
discount to all their regular consumers so they ascertain the same as the benefit for their
loyalty towards an organisation. This help to retain for longer period of time (Carter and
Yeo, 2016).
 Diversified product range: Organisation like Waitrose has to focus over collection of
diversified range so if customers to the place then never goes back with bare hands. This
also helps in longer retention of consumers (Chen and Wu, 2016).
What are the relationship between total quality management practices and customer’s retention
and satisfaction?
According to the Fazeen RASHEED a K. (2016), there is direction relation between
approach of TQM and customer long term retention along with satisfaction. This can be
understood easily after the ascertaining the meaning about the both concepts.
As per the view point of Chuah and et. al., (2017), TQM is the approach regarding
providence of qualitative products to all which is free from defects. This approach includes the
use of different strategies and practices on the different stages related to product i.e. production
and supply.
According to the Farooq and et. al., (2018), Customer retention and satisfaction is the
concept about the fulfilment of their needs for longer retention. This includes the all aspects that
an organisation provides to consumer for making the product and more attractive and reliable.
Quality is the first aspect among these all that provided by organisation for attraction and
retention of consumers.
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As per the view presented by Ganesh, (2016), It is clear from the description of the both
above defined concepts that they are directly related with other where approach of TQM help in
delivery of quality to the product and the same is used by an organisation for the satisfaction and
retention of consumers for longer period of time.
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