Xiao Yunhua
ABSTRACT
This study aimed to determine the relationship between the extent of implementation of Total Quality Management (TQM) strategies and the level of customer satisfaction. Employing a mixed-methods research design, the study integrated both quantitative and qualitative approaches. Quantitative data were gathered to describe participant profiles and assess the extent of TQM implementation—focusing on the dimensions of processes, people, planning, and performance—as well as to measure customer satisfaction in terms of reliability and responsiveness. Qualitative methods were used to analyze challenges encountered by managers and employees in implementing TQM strategies and to propose action plans for improvement. Statistical tools such as frequency and percentage distributions, mean, t-test/ANOVA, Pearson Product Moment Correlation, and thematic analysis were used for data analysis. The findings revealed a significant positive relationship between the extent of TQM implementation and the level of customer satisfaction, highlighting the need for enhanced strategic planning and employee involvement to further improve service quality.
Keywords: Customer satisfaction, performance, service quality, strategies, total quality management
https://doi.org/10.57180/okpg2203