Acceso usuarios
Mahmuddin Yasin
Purpose: This study aims at discussing and analysing quality management and customer satisfaction by reviewing some pointed earlier studies to see further the relation, linkage, effect of or between, of these two subjects in an effort to draw a simple hypothetical model as a general picture of viewing quality management and customer satisfaction that support the findings of the highlighted researches.
Theoretical frameworks : Within Porter’s value chain (1995) with 5 primary activities and 4 support activities, the last chain leads all activities toward margin or profit to business organization. The strategy map of Kaplan & Norton (1996), developed from the balance score card (BSC), shows that the financial perspective needs to be supported by the customer perspective and also the other perspectives of the BSC. No customer no revenue, basic principle of business unchanged - revenue minus cost equal profit. Some earlier studies found that quality matters and affects customer satisfaction and performance. Quality, innovation, customer satisfaction, and performance are among important things to be paid attention for (Farida & Setiawan, 2022, Sun & Kim, 2013, Shiva et al., 2016, Hasham, 2019, Modgil & Sharma, 2017, Rini, Fikri & Al Hanifah, 2024, Navarro & Naranjo, 2025, Basset et al., 2013, Syafarudin, 2021, Ismartaya, et al., 2023, Alfionita et al., 2025).
Method : This study qualitatively reviews quality management as one of the hearts of production or operation management and its relation at glance with supply or value chain, and customer satisfaction as part of marketing management that relates also with segmentation, target market, and product positioning. Data from many and open resources are used including books and related articles. The analysis is done manually through manual data analysis procedure.
Findings : The results of this study reveals that quality management and customer satisfaction matter together. Quality management enhances customer satisfaction and links to, mediates, or supports performances. The simple hypothetical model of quality management and customer satisfaction proposed in this paper shows the conformity with some research findings stated in this paper and also with some definitions and principles of quality management.
Implication : Theoretically the model proposed in this paper contributes further on the discussion about the linkage or relation between quality management and customer satisfaction that may also simplify in viewing the connection between the two while emphasizing the centricity of customers as put in both quality management principles and system.
Originality/value : The study proposes a simple hypothetical model of quality management and customer satisfaction which provides a picture how quality management and customer satisfaction support the increase in profit/margin, market share, and competitive advantage.
