The Importance of Total Quality Management on Customer Satisfaction
The Importance of Total Quality Management on Customer Satisfaction
Índice
The paper aims to study customer satisfaction and the total quality of services in the mobile telecommunications sector. The European Index of Satisfaction (ECSI, 1998) model is used to evaluate customer satisfaction in a Portuguese mobile telecommunications company.
After a review of the literature about satisfaction, the ECSI model (ECSI, 1998) was adapted and the total quality dimensions introduced. Considering the EFQMA (European Foundation for Quality Management Award) award, these dimensions are: Leadership, Partnerships and Resources, People, Processes, Strategy and Results and Performance. A survey was performed considering a convenience probabilistic sample with an universe of 200 respondents from the case study company.
From the results it can be verified that the customers are satisfied with the quality of services offered by the analyzed telecommunications company.
Comparing the TQM compared to the ECSI model (ECSI, 1998), the performed analysis shows that, although the quality stills having a lot of influence over satisfaction, this is more influenced by the award of excellence than merely by the quality of the product/service, thus indicating that with the application of TQM, the quality is more exposed to all sectors directly involved in the product/service in order to achieve the desired level of quality.
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Total quality, mobile telecommunications, customer satisfaction, loyalty, ECSI model, EFQM award
