The Relationship Between Quality Management and Marketing – Study of the Current Situation

Joanna Majchrzak

Abstract


Theoretical background: This paper considers the interdisciplinarity of quality science. In the first part of the work, a set of important disciplines supporting qualitative research was defined, focussing on management science and marketing. It is noticed that the studies have been conducted to examine the relationships among quality management and marketing performance. However, the literature is short of studies relating to the ordering, classification and categorization of current research results, which integrates the concepts of Total Quality Management (TQM) with the basics of marketing management.

Purpose of the article: The study used the method of systematic literature review in order to recognize the relationship between the selected area of quality science, i.e. quality management, and the selected discipline supporting quality science, i.e. marketing management.

Research methods: A four-stage research process was applied, defining the purpose of the research as the ordering (classification) of the research, in which the issues of TQM and marketing management were referred to. A collection of literature (n = 1,649) was selected using the Web of Science database. Bibliometric analysis was used, indicating the distribution of the number of publications and the analysis of the number of citations. Content related analysis referring to the recognition of occurrences, here working with keywords, was conducted.

Main findings: As a result, four clusters were distinguished and taking into account the significance expressed in terms of the number of repetitions of individual words in a given cluster, four thematic areas of research were specified in which the integration of knowledge in the field of marketing with quality management is visible, i.e. (1) customer driven quality management, (2) the quality of design, (3) quality of conformance, and (4) the cost of quality management. The last part of the paper focuses on significant changes in the quality management strategy related to the ongoing Fourth Industrial Revolution and the importance of managing quality in a global, interdisciplinary approach.


Keywords


Total Quality Management; qualitology; marketing management; customer driven quality management

Full Text:

PDF

References


Ali, G.A., Hilman, H., & Gorondutse, A.H. (2020). Effect of entrepreneurial orientation, market orientation and total quality management on performance: Evidence from Saudi SMEs. Benchmarking: An International Journal, 27(4). https://doi.org/10.1108/BIJ-08-2019-0391

Ameen, N., Sharma, G.D., Tarba, S., Rao, A., & Chopra, R. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology & Marketing, 39(9). https://doi.org/10.1002/mar.21699

ASQ. (2024). https://asq.org/quality-resources/customer-experience

Azgaldov, G.G., & Kostin A.V. (2011). Applied qualimetry: Its origins, errors and misconceptions. Benchmarking: An International Journal, 18(3). https://doi.org/10.1108/14635771111137796

Azgaldov, G.G., Kostin A.V., & Omiste, A.E.P. (2018). The ABC of Qualimetry. The Toolkit for Measuring the Immeasurable. Litres.

Black, S.A., & Porter, L.J. (1996). Identification of the critical factors of TQM. Decision Sciences, 27(1). https://doi.org/10.1111/j.1540-5915.1996.tb00841.x

Borys, T. (1984). Kategoria jakości w statystycznej analizie porównawczej. Wyd. Uczelniane Akademii Ekonomicznej we Wrocławiu.

Borys, T. (2012). Interdyscyplinarność nauk o jakości. Zarządzanie i Finanse, 1(3).

Chan, L.K., & Wu, M.L. (2002). Quality function deployment: A literature review. European Journal of Operational Research, 143(3). http://dx.doi.org/10.1016/S0377-2217(02)00178-9

Chan, L.K., & Wu, M.L. (2005) A systematic approach to quality function deployment with a full illustrative example. Omega – International Journal of Management Science, 33(2). http://dx.doi.org/10.1016/j.omega.2004.03.010

Chong, V.K., & Rundus, M.J. (2004). Total quality management, market competition and organizational performance. The British Accounting Review, 36(2). https://doi.org/10.1016/j.bar.2003.10.006

Czakon, W. (2011). Metodyka systematycznego przeglądu literatury. Organization Review, 3, 57–61. https://doi.org/10.33141/po.2011.03.13

Czakon, W. (2016). Podstawy metodologii badań w naukach o zarządzaniu. Wyd. Nieoczywiste.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48. https://doi.org/10.1007/s11747-019-00696-0

Diodato, V., & Gellaty, P. (2013). Dictionary of Bibliometrics. Routledge.

Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Erdil, N.O., & Arani, O.M. (2019). Quality function deployment: More than a design tool. International Journal of Quality and Service Sciences, 11(2). http://dx.doi.org/10.1108/IJQSS-02-2018-0008

Forza, C., & Filippini, R. (1998). TQM impact on quality conformance and customer satisfaction: A causal model. International Journal of Production Economics, 55(1). https://doi.org/10.1016/S0925-5273(98)00007-3

Franco, S., Caroli, M.G., Cappa, F., & Del Chiappa, G. (2020). Are you good enough? CSR, quality management and corporate financial performance in the hospitality industry. International Journal of Hospitality Management, 88. https://doi.org/10.1016/j.ijhm.2019.102395

Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2020). The impact of the level of customer satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4). https://doi.org10.1504/IJSTL.2017.086350

Guo, Z., & Ma, D. (2018). A model of competition between perpetual software and software as a service. MIS Quarterly, 42(1). http://dx.doi.org/10.25300/MISQ/2018/13640

Gonzalez-Cruz, T.F., Roig-Tierno, N., & Botella-Carrubi, D. (2018). Quality management as a driver of innovation in the service industry. Service Business, 12(3). http://dx.doi.org/10.1007/s11628-017-0360-7

He, Z., Huang, D., & He, S. (2018). Design of extended warranty service in a dual supply channel. Total Quality Management & Business Excellence, 29(9–10). http://dx.doi.org/10.1080/14783363.2018.1486555

Hendricks, K.B., & Singhal, V.R. (1997). Does implementing an effective TQM program actually improve operating performance? Empirical evidence from firms that have won quality awards. Management Science, 43(9), 1258–1274. https://doi.org/10.1287/mnsc.43.9.1258

Huang, M.H., & Rust, R.T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49. https://doi.org/10.1007/s11747-020-00749-9

Hyun Park, P., Seon Shin, W., Hyun Park, Y., & Lee, Y. (2017). Building a new culture for quality management in the era of the Fourth Industrial Revolution. Total Quality Management & Business Excellence, 28, 9–10. https://doi.org/10.1080/14783363.2017.1310703

Kahraman, C., Ertay, T., & Büyüközkan, G. (2006). A fuzzy optimization model for QFD planning process using analytic network approach. European Journal of Operational Research, 171(2). https://doi.org/10.1016/j.ejor.2004.09.016

Kaulio, M.A. (1998). Customer, consumer and user involvement in product development: A framework and a review of selected methods. Total Quality Management, 9(1). https://doi.org/10.1080/0954412989333

Kiliński. A. (1979). Jakość. Wyd. Naukowo-Techniczne.

Kolman, R. (1973). Ilościowe określenie jakości. PWE.

Kolman, R. (2009). Kwalitologia: wiedza o różnych dziedzinach jakości. Placet.

Lai, K.H., & Cheng, T.E. (2005). Effects of quality management and marketing on organizational performance. Journal of Business Research, 58(4). https://doi.org/10.1016/j.jbusres.2003.08.001

Lee, G.-G., & Lin, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2). http://dx.doi.org/10.1108/09590550510581485

Levine, D.I., & Toffel, M.W. (2010). Quality management and job quality: How the ISO 9001 Standard for quality management systems affects employees and employers. Management Science, 56(6). http://dx.doi.org/10.1287/mnsc.1100.1159

Mantura, W. (2020). Overview of Qualitology. Publishing House of Poznań University of Technology.

Mongeon, P., & Paul-Hus, A. (2015). The journal coverage of Web of Science and Scopus: a comparative analysis. Scientometrics, 106(1). https://doi.org/10.1007/s11192-015-1765-5

Nilsson, L., Johnson, M.D., & Gustafsson, A. (2001). The impact of quality practices on customer satisfaction and business results: Product versus service organizations. Journal of Quality Management, 6(1), 5–27. https://doi.org/10.1016/S1084-8568(01)00026-8

Oakland, J.S. (1996). Total Quality Management. Text with Cases. Reed Educational and Professional Publishing. https://doi.org/10.4324/9780080479781

Romano, N.C., Donovan, C., Chen, H.C., & Nunamaker, J.F. (2003). A methodology for analyzing web-based qualitative data. Journal of Management Information Systems, 19(4).

Salvador, F., Chandrasekaran, A., & Sohail, T. (2014). Product configuration, ambidexterity and firm performance in the context of industrial equipment manufacturing. Journal of Operations Management, 32(4). http://dx.doi.org/10.1016/j.jom.2014.02.001

Saura, J.R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2). https://doi.org/10.1016/j.jik.2020.08.001

Swink, M., & Jacobs, B.W. (2012). Six Sigma adoption: Operating performance impacts and contextual drivers of success. Journal of Operations Management, 30(6). http://dx.doi.org/10.1016/j.jom.2012.05.001

Syam, N., & Sharma, A. (2018). Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management, 69. https://doi.org/10.1016/j.indmarman.2017.12.019

van Dinter, R., Tekinerdogan, B., & Catal, C. (2021). Automation of systematic literature reviews: A sys-tematic literature review. Information and Software Technology, 136. https://doi.org/10.1016/j.infsof.2021.106589

van Eck, N., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. 2010, Scientometrics, 84(2). https://doi.org/10.1007/s11192-009-0146-3

Wang, T., & Ji, P. (2010). Understanding customer needs through quantitative analysis of Kano’s model International Journal of Quality & Reliability Management, 27(2). http://dx.doi.org/10.1108/02656711011014294

Weaver, D.B., & Lawton, L.J. (2007). Twenty years on: The state of contemporary ecotourism research. Tourism Management, 28(5). http://dx.doi.org/10.1016/j.tourman.2007.03.004

Zhang, M., Long, R., Wei, K., Tan, Q., & Zhang, W. (2022). China quality award and the market value of the firm. Total Quality Management & Business Excellence, 33(11–12). https://doi.org/10.1080/14783363.2021.1960157




DOI: http://dx.doi.org/10.17951/h.2024.58.3.235-248
Date of publication: 2024-07-12 06:50:18
Date of submission: 2024-03-20 10:22:37


Statistics


Total abstract view - 337
Downloads (from 2020-06-17) - PDF - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Joanna Majchrzak

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.