Analyzing TQM Practices & Customer Satisfaction at Unilever

This research report investigates the impact of total quality management (TQM) practices on customer satisfaction and retention, focusing on Unilever as a case study. The study aims to examine the concept of TQM, analyze its impact on customer retention and satisfaction, and determine the factors affecting different TQM practices within Unilever. Employing a quantitative research methodology with a positivism philosophy and deductive approach, the research utilizes survey strategies to gather primary data from 30 Unilever customers. The findings highlight the importance of managing total quality to improve product quality, retain customers, and enhance satisfaction. The report includes a literature review, research methodology, data analysis with frequency distribution tables and graphical representations, critical appraisal, recommendations, and a conclusion, providing a comprehensive overview of TQM's influence on Unilever's customer relations.