Investigation the relationship between Total Quality Management (TQM) practices and increasing brand value from a consumer perspective
Abdullah Naami, Zahra Sadat Montazeri, Soudabeh Niazi
Comprehensive quality management is one of the most successful management philosophies that has responded well to the quality issues, needs and expectations of corporate and community customers. This philosophy of management combines a variety of ways with a new approach in a coherent and logical way, with the main focus of its customers (both internal and external) of the organization. The purpose of the present research is to explore the relationship between the establishment of a comprehensive quality management system and its impact on the increase of brand value. The statistical population of the study consisted of 1259 shoppers who sampled 270 people selected by stratified random sampling method. The research questionnaire consists of 28 questions, which are based on research hypotheses and valid research papers. Validity of the questionnaire has been used for content validity as well as convergence and dissociation validity. Cronbach's alpha method was used to calculate the coefficient of reliability of measurements in this research. Statistical processing of data is done in the software environment SPSS, VisualPLS, Lisrel. Data analysis of this research has been done on two levels of descriptive and inferential statistics. The results of the research in relation to the main hypothesis of the research showed that there is a meaningful relationship between the establishment of comprehensive quality management and the increase of brand value. The majority of consumers believe that the implementation of comprehensive quality management and managerial support for it will increase the ability of employees to reach a high level of customer satisfaction and thereby increase brand value. They also believe that the greatest factor affecting brand value is focusing on Human resources and the least influential factor are process management.
Abdullah Naami, Zahra Sadat Montazeri, Soudabeh Niazi. Investigation the relationship between Total Quality Management (TQM) practices and increasing brand value from a consumer perspective. International Journal of Commerce and Management Research, Volume 4, Issue 2, 2018, Pages 19-29