Analyzing TQM Practices' Impact on Customer Retention and Satisfaction

This report investigates the impact of total quality management (TQM) practices on customer retention and satisfaction, with a specific focus on Land Rover. It begins with an abstract and introduction, outlining the research aim, rationale, objectives, and questions. A comprehensive literature review e...Read More

Research
Methodologies

Table of Contents
Abstract ...........................................................................................................................................3
Research Topic ................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of Research .............................................................................................................1
Research Aim...............................................................................................................................1
Rationale of Research .................................................................................................................1
Research Objectives........................................................................................................................2
Research questions...........................................................................................................................2
LITERATURE REVIEW ...............................................................................................................2
Principles of total quality management and how it adopted by Land Rover...............................2
Comparison and contrast impact of total quality management practices on customer retention
and satisfaction.............................................................................................................................3
Challenges faced by Land Rover while implementing total quality management practices.......4
Different ways of mitigating challenges due to implementing quality management practices by
Land Rover...................................................................................................................................4
Research Methodology....................................................................................................................5
Data Collection and analysis ...........................................................................................................7
Ethical and Valid consideration.......................................................................................................8
REFERENCES................................................................................................................................1

Abstract
Total quality management is defined as management approach which used by top
executives in order to get long term success through customer satisfaction. For any industry it is
important to have good knowledge, technology and effective workforce that can help to build the
new products and services for the purpose of taking competitive advantages. Management is a
person who have ability and skills to conduct the market analysis and bring the technology which
helps to attain the business goals. To understand the importance of quality management such
research has been conducted which develop the knowledge in particular area and maintain good
performance. The research onion consider different layers like as philosophy, research
approaches, strategy, research choice, sampling, and data collection. The researcher will be use
positivism philosophy that helps to contain reliable data and figure regarding specific area. Other
than this, primary method of data collection used in which various questions has been developed.

Research Topic
“An investigation of outcome for total quality management practices on customer retention and
satisfaction”.
INTRODUCTION
Background of Research
In every organization quality management is defined as act of overseeing all activities
and task which is required to maintain high level of excellence. Different roles and
responsibilities are performing by management who conduct the market analysis and bring the
better quality of products that influences customers and maintain the higher productivity. Now a
days customers and employees are facing the problem of quality management due to which sales
and productivity of organization decreases (Basu and Bhola, 2016). The current research is about
Land Rover that is larger auto mobile company, selling different model of cars. The management
is recommended to use practices in relation to quality management as it helps to influence the
number of customers and receive good outcome. The research is relevant as it develop the
understanding of researcher in relation to current topic and maintain good performance. Different
philosophy, approach, strategy and choice has been selected that supports to complete the study.
This report will help to increase skills and experience of researcher in relation to particular topic
and managing all study effectively.
Research Aim
“To analyse the impact of total quality management practices over customer retention and
level of satisfaction. A study on Land rover.”
Rationale of Research
The current investigation about quality management is based on practices, customer
retention and satisfaction which is important to increase the business performance and
productivity. As employees are important aspects for any organisation because it understand
goals and give their contribution to accomplish the object. The reason of conducting research is
to increase skills and abilities of researcher that helps to complete the project on time. By
developing knowledge it will receive the better opportunity of employability in future period and
manage the higher productivity (van Kemenade and Hardjono, 2019). This research is vital for
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investigator as now a days many issues in relation to quality management arises where it needs to
know how to improve the business performance by providing better quality of products and
services.
Research Objectives
 To explore the principles of total quality management adopted by Land rover.
 To compare and contrast impact of total quality management practices over customer
retention and satisfaction.
 To examine the challenges faced by Land rover while implementing practices of total
quality management.
 To investigate the ways for mitigating challenges in implementing practices of total
quality management by Land rover.
Research questions
 What are the principles of total quality management and it adopts by Land Rover?
 Describe the comparison and contrast impact of total quality management practices on
customer retention and satisfaction?
 Determine the challenges faced by Land Rover while implementing total quality
management practices?
 Describe the different ways of mitigating challenges due to implementing quality
management practices by Land Rover?
LITERATURE REVIEW
Principles of total quality management and how it adopted by Land Rover
As per view point of Das (2018), Total quality management is defined as vital function
for each organization as variety of products and services are provided where quality matters a lot.
The aim of customers is to get the better quality of products and services by paying the full cost
of particular product. This make sure to individual as company is providing better quality of
products that helps to increase the brand image. Land Rover is focusing on total quality
management where it understand the needs and offers better quality of models by ensuring
quality and benefits. This influence the number of customers and increase business performance
and productivity. There are different principles of total quality management which are as
explained:
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Customer Focus: This refers as first principle that use by organization through focuses
on buying behaviour of people. If products fulfil needs and wants of customers then it will be
consider as better quality of products. This principle is used to align company's objectives with
customer needs and maintains good customer relationships. Land Rover opt this principle to
satisfy their customers by offering better quality of products.
Total employee commitment: Such principle is related to increasing sales, process, and
productivity by maintaining effective communication and clear vision or goals. The employees
of Land Rover use this by contributing in organizational goals and completing the task
effectively. This helps to increase productivity and profitability.
Continuous Improvement: The principle of continuous improvement helps any company
to keep an eye towards continual improvement. The management of Land Rover bring
improvements in their products, process, and systems that influence customers and increase the
organizational outcomes.
Comparison and contrast impact of total quality management practices on customer retention and
satisfaction
As per opinion of Gerrish (2016), Total quality management is explained as important
aspects for any business as it influence the customers by offering better quality of products and
services. The management is playing an important role as it conduct environment analysis and
helps to know who are competitor of them then kind of products and service are provided
accordingly. If quality is not good of products which are providing by organization then it will be
difficult to run the business regularly. The impact of total quality management practices on
customer retention is positively as by focusing on customer needs and providing kind of products
customer become loyal and make decision to buy products more. By offering qualitative
products all functions and activities run smoothly that helps to attain the competitive advantages
effectively.
According to Sahney (2016), Oppositely quality management practices also impacts on
customer satisfaction in which standard products are provided by organization by ensuring
uniqueness, better quality and design that provides higher satisfaction. This develop the
understanding of customers and increasing the brand image in competitive environment. This
brings the higher productivity and profitability effectively. In relation to Land Rover,
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management mainly focuses on quality management practices and deliver the better design and
quality of cars that impacts positively on customer satisfaction and retention effectively.
Thus, it has analysed that quality management is highly important for any customer
retention and satisfaction as it maintain the employee and customer relation, improve employee
participation and morale, improve quality of products and services, developing customer
satisfaction which helps to attain the competitive advantages.
Challenges faced by Land Rover while implementing total quality management practices
As per view point of McGrane (2016), Quality management is all about providing better
quality, design, and price of products to their potential customers which increases business
performance and productivity. This is an evolutionary concept that has been developed with
human civilization. This concept has emerged due to continuous changes in worldwide economic
structure and customer expectations. Land Rover is facing the many challenges while
implementing total quality management as constraint imposed by quality culture in which
employees does not get ready to accept the change or new technique that might be affects the
organizational productivity. Lack of employee commitment is second main challenges that
states employees are directly related with production process, in case lack of commitment quality
management became useless. Improper channel of communication is another issues which is
facing by chosen organization in implementing quality management practices that reduced the
organizational performance. Moreover, organization often fail in identifying the needs of
customers because of inaccurate data, wrong interpretation, improper survey and demand of
unwanted products which impacts badly on industry by reducing sales and profitability.
Different ways of mitigating challenges due to implementing quality management practices by
Land Rover
As per view point of Neyestani (2017), TQM is the way of managing business process
and people for making sure high level of customer satisfaction. The management emphasizes on
commitment to quality, communication of quality message and recognition of the need to change
the culture of company that improve the organizational performance. As Land Rover has faced
many challenges due to implementing quality management practices where it has recommended
to management:
 To develop conducive organizational quality culture that can help to improve the quality
of operation and activities.
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 To focus on customer needs and make efforts to provide the kind of products by
following the all quality standard.
 To review and check the product's quality and make sure customers regarding best design
and quality of products as well as services.
 To use the new technology and provide proper training and development programme to
employees that increase their morale to work effectively and increase the business
productivity.
 A sense of belongingness between the employees that motivates them to contribute their
best efforts and increase the productivity.
 Using clear communication channel at right time and right manner which supports to
maintain good relationship and better quality management.
 Developing employees commitment by providing them different benefits and
compensation that increases willing to work properly.
Research Methodology
Research methodology is the path which used by researcher while conducting their
research and solving the problem in relation to particular topic. The methodology and design
shows how research outcome will be obtained and manage the information. This involves
different techniques and methods of analysing information that can help to complete the project
timely and properly.
Research onion is a framework that explains various aspects of research which are
examined and planned in order to come up with sound research design. This guides the
researcher to use various steps that needs to be taken while developing the research
methodology. This involves different layers that are important to consider in relation to doing
particular study.
Different layers of research onion mentioned below:
Research Philosophy: This can be defined as beliefs that involves different ways to
gathering information and data in relation to particular topic. While conducting research it
reveals the assumptions that used to make research and choice effectively. There are different
type of philosophy such as positivism, interpretivism, realism, and pragmatism. The positivism
claims that information are objective analyst that are collected from personal sources and works
independently. Oppositely, interpretivism use by researcher to collect the information from large
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sample which is difficult. Pragmatist philosophy is dealing with facts or problems that arises
while studying particular topic. Moreover, realistic bases on principles of positivism and
assumptions which are difficult to consider in research (Nicholas, 2016).
Justification: In relation to current topic quality management practices positivism
philosophy will be using by researcher which helps to collect factual data.
Research approach: This described as planning and procedure for research that span the
steps from different assumption by explaining analysis, interpretation, and data collection. This
is important for research to focus on their task and select the best approach which can help to
develop the understanding effectively. There are two approaches as inductive and deductive use
by researcher to complete their study.
Justification: In relation to current study, researcher has opted deductive approach as it
based on hypothesis that helps to complete the study.
Research strategy: It is knows as planning or strategy that shows a path to researcher for
the purpose of carrying project or study in systematic manner. This develop the understanding
about planning, organising, and monitoring the information that can help to manage the good
performance. In relation to present research of quality management practices.
Justification: Questionnaire strategy will use by investigator that supports to reach at
outcome efficiently. This strategy will help to organise and monitoring the information in
relation to particular topic and getting the outcomes.
Research choice: This methodology seeks to explain about what data and information
collected from different resources and how to manage it properly. This also demonstrate
dedication regarding specific topic and receiving the outcomes. This involve qualitative and
quantitative choices. The qualitative research concerned test, experience and depth analysis of
information where as quantitative usually deals with statistics and numbers that are important for
researcher (Oschman, 2017).
Justification: In relation to current study, quantitative research method will be use by
researcher as it help to gather information on hypotheses that maintains sustainability.
Data Collection and analysis
Data collection: Data collection is the method of collecting and gathering various
information in relation to particular topic that develop the knowledge and maintain positive
outcomes. This is important for individual to select the best alternative of data collection as it
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helps to attaining the decided goals and objectives. There are primary and secondary methods
that related to collection and analysis. Primary data is uses to consider information from the first
hand sources and secondary method use to collect data via existing sources that are already
available in books and journals. With reference to quality management practices , primary data
method is used. In relation to current study questionnaire will use by researcher that would
involve various answers from other's perspectives (Psomas and Jaca, 2016).
Justification: In this, survey is done by preparing the questionnaire and getting answers
from all respondents. The primary method helps researcher to collect the information in fresh
way and develop understanding regarding important of quality management and how to improve
the customer satisfaction as well as retention. As researcher asks different questions from people
and receive the reliable and valuable data for the purpose of completing research.
Data analysis: This can be explained as process of cleansing, transforming, inspecting,
and modeling the data for the purpose of discovering useful information and supporting decision
making (Siva and et.al.., 2016).
Justification: In relation to current study, Thematic analysis will be use as it involves
data, questionnaire, and charts that make easy topic or data to understand.
Sampling: This is a process used by individual in order to maintaining statistical analysis
and predetermining number of observations that are taken from larger population. In other
words, sampling is the continuous procedure of getting answers of different questions from the
selected people out of large sample. This involves random sampling, judgement sampling,
systematic sampling, and block sampling which increase performance. The present study
consider 50 respondents to receiving the answers (Psomas and Jaca, 2016).
Justification: In relation to current research Random sampling method has been used by
researcher in which every item out of population has equal probability of being chosen. There are
total 50 respondents to whom questions asked by investigator and managed the all information
effectively.
Time horizon: This entails as planning horizon, states fixed point of time in future
period at which certain processes would be evaluate. This states the time period in which
assigned task will be complete smoothly and properly by performing all functions. The time
horizon of present task is 4 month that states in this period assigned project will be done
efficiently (Androniceanu, 2017).
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Ethical and Valid consideration
Ethical consideration: This can be specified as one of the most important part of
research that states all data and information should be collected ethically and legally. In this,
researcher has followed all ethical principle and consideration for the purpose of conducting
research and managing all activities. This data make sure to others that it is ethical, and authentic
data which collected from various resources (Sinha, Michalak and Balaji, 2017).
Validity: This means all data and practices which use by research should be valid that
can help to get the positive outcomes. In context to present research, researcher would ensure
that all information which are collected from primary sources are valid and up to date.
Reliability: This refers as how consistently a method measure and monitor in gathering
informations. As researcher follows the reliability rule in getting data that is consistent collected
on the basis of identical conditions. This can help to take right decision by completing project
timely (Li and et.al., 2018).
CONCLUSION
From the report it can be concluded that total quality management is the important task
for each industry as it influences number of customers and increase the organizational
performance in competitive environment. The management is responsible to all functions where
it analysis task and bring changes in order to increase productivity. Literature review is uses to
responding questions and developing understanding. Questionnaire is used to getting answers
and managing works. The information which are collected by researcher are relevant, reliable
and up to date that can help to complete the project.
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REFERENCES
Books and Journals:
Androniceanu, A., 2017. The three-dimensional approach of Total Quality Management, an
essential strategic option for business excellence. Amfiteatru Economic. 19(44). pp.61-
78.
Neyestani, B., 2017. Principles and Contributions of Total Quality Mangement (TQM) Gurus on
Business Quality Improvement. Available at SSRN 2950981.
Nicholas, J., 2016. Hoshin kanri and critical success factors in quality management and lean
production. Total Quality Management & Business Excellence. 27(3-4). pp.250-264.
Oschman, J. J., 2017. The role of strategic planning in implementing a total quality management
framework: An empirical view. Quality Management Journal. 24(2). pp.41-53.
Psomas, E. L. and Jaca, C., 2016. The impact of total quality management on service company
performance: evidence from Spain. International Journal of Quality & Reliability
Management.
Sahney, S., 2016. Use of multiple methodologies for developing a customer-oriented model of
total quality management in higher education. International Journal of Educational
Management.
van Kemenade, E. and Hardjono, T. W., 2019. Twenty-first century total quality management:
the emergence paradigm. The TQM Journal.
Basu, R. and Bhola, P., 2016. Impact of quality management practices on performance
stimulating growth. International Journal of Quality & Reliability Management.
Das, D., 2018. The impact of Sustainable Supply Chain Management practices on firm
performance: Lessons from Indian organizations. Journal of cleaner production. 203.
pp.179-196.
Gerrish, E., 2016. The impact of performance management on performance in public
organizations: A meta‐analysis. Public Administration Review. 76(1). pp.48-66.
Li, D. and et.al., 2018. Impact of quality management on green innovation. Journal of Cleaner
Production. 170. pp.462-470.
McGrane, S. J., 2016. Impacts of urbanisation on hydrological and water quality dynamics, and
urban water management: a review. Hydrological Sciences Journal. 61(13). pp.2295-
2311.
Psomas, E. L. and Jaca, C., 2016. The impact of total quality management on service company
performance: evidence from Spain. International Journal of Quality & Reliability
Management.
Sinha, E., Michalak, A. M. and Balaji, V., 2017. Eutrophication will increase during the 21st
century as a result of precipitation changes. Science. 357(6349). pp.405-408.
Siva, V. and et.al.., 2016. The support of Quality Management to sustainable development: A
literature review. Journal of Cleaner Production. 138. pp.148-157.
Online
Impacts of total quality management on customer retention and satisfaction. 2021. [Online].
Available through:
<https://asq.org/quality-resources/total-quality-management/tqm-gets-results>

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