An Assessment of the Effects of Total Quality Management on Customer Satisfaction: A Case of United Beta Zambia
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Date
2024
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University of Lusaka
Abstract
This study delved into the dynamics of Total Quality Management (TQM) and its correlation with customer satisfaction within the operational landscape of United BETA Zambia LTD. Employing a mixed-method approach, data was gathered from employees across various departments to assess TQM familiarity, implementation levels, understanding, perceptions of customer satisfaction, and the perceived impact of TQM initiatives. The findings reveal a substantial level of familiarity with TQM among respondents, signifying a foundational understanding that could influence their contributions to quality management efforts. However, disparities emerged in the implementation of TQM practices, with varying levels reported across departments, highlighting potential challenges in achieving uniform integration and execution. Aligned with Expectancy-Disconfirmation Theory, diverse perceptions regarding customer satisfaction levels were evident. While a majority perceived satisfaction as 'High,' a significant proportion had 'Moderate' or 'Low' assessments, emphasizing varied experiences and evaluations of the organization's performance. Moreover, the majority expressed a belief in the positive impact of TQM on customer satisfaction. Nonetheless, a minority held neutral or negative views, indicating areas warranting attention within TQM practices. The overwhelming recognition of customer satisfaction's paramount importance underscores a strategic focus on customer-centric approaches. However, differing levels of engagement in continuous improvement efforts reveal varying commitments across departments, underscoring the need for cohesive involvement to drive effective TQM practices. Recommendations include comprehensive TQM training, cross-departmental collaboration, a customer-centric TQM framework, leadership commitment, continuous improvement initiatives, regular assessment, encouragement of employee engagement, and adaptable feedback mechanisms. These findings and recommendations form a foundation for organizational introspection and strategic enhancement within United BETA Zambia LTD, aiming to align TQM practices more effectively with customer satisfaction objectives, fostering a culture of continuous improvement and customer-centricity.