Customer Satisfaction; A Pillar of Total Quality Management

Abstract The existence of a firm is because of its customers. Customer satisfaction is an evidence of successful Total Quality Management implementation and hence finds elevated significance in the Malcolm Baldrige National Quality Award criteria and Quality System Certification Standards. Quality is defined from form the perspective of customer. Total Quality Management requires focus on external as well as internal customers both. Perception of quality of customer depends on numerous factors, such as performance, service, warranty price and reputation. Firms require setting up a feedback mechanism for measuring level of satisfaction of customer. This might be carried using comment cards, questionnaires, focus group surveys, customer visits, report cards and internet reviews or comments. An additional necessary mechanism is employee feedback. American Customer Satisfaction Index quantifies customer satisfaction level in the U.S. and relates it to the financial performance of firms. Most discontented customers do not complain to the producer. Several customers are probable to purchase the goods or service again if their complaint is taken care of and then resolved. Therefore, firms ought to listen to every compliant, analyze source causes and take remedial and preventive steps to resolve the problem. To ensure service quality needs communication across the firm. At times, whole process change may be needed to cater the customers well. It is also necessary that the front line staff are cautiously chosen and rightly trained as they stand for the firm to the customers. To conceptualize the customer needs into dissatisfiers, satisfiers and delighters, the Kano model is useful. Keywords: Customer satisfaction, Total Quality Management, Kano model