Liu Yutao
ABSTRACT
This study aimed to determine the relationship between the extent to which tourism enterprises implement Total Quality Management (TQM) strategies and the level of customer satisfaction. The researchers purposefully and randomly selected 438 participants from Guangzhou City, including 218 employees of tourism enterprises and 220 customers. The findings revealed that employee participants rated the implementation of TQM strategies in tourism enterprises as very high across four key areas: quality planning, quality control, quality assurance, and quality improvement. Customer participants also reported high satisfaction with the service quality of Guangzhou tourism enterprises in five dimensions: reliability, responsiveness, assurance, empathy, and tangibility. The study found a significant relationship between the extent of TQM
strategy implementation and the level of customer satisfaction. Challenges identified in implementing TQM strategies and achieving customer satisfaction include employees’ limited understanding of TQM, constrained financial and technical resources, insufficient leadership and strategic direction, and the complexity of managing diverse customer expectations. In response to these challenges, the researchers developed an action plan to strengthen the implementation of TQM strategies and sustain high levels of customer satisfaction in the tourism sector of Guangzhou, China.
Keywords: Customer Satisfaction, SERVQUAL Service Quality Model, Total Quality Management, Tourism Enterprises, Tourism Service Quality
https://doi.org/10.57180/vpoh3377