Abstract
Total Quality Management in Marketing
Together with globalization, technological developments, intensive competition and increasing customer demands and expectations make many businesses search for new management techniques. Total quality management (TQM) is one of these techniques. TQM is an effective management approach used to fulfill customer expectations, provide competitive advantage and create quality. In this study, the relationship between total quality and modem marketing management is analyzed. Firstly, some information about TQM is given and then, the connection between marketing and customer satisfaction is examined. Finally, we reach the conclusion that in order for businesses to create customer satisfaction, and consequently , customer loyalty, they should adopt TQM technique in every process from design to after-sale services.
Keywords
Total quality management marketing customer satisfaction
