Exploring the Challenges and Techniques Used for Improving Customer Satisfaction Through TQM: An Empirical Study

Abstract

This paper attempts to explore the challenges faced by a leading tractors manufacturing industry of India on losing its market position and investigate the impact of implementing customer centric Total Quality Management (TQM) initiatives for regaining its market position. XYZ Ltd. adopted TQM as a business tool in 2008 to counter external and internal business challenges. Improving customer satisfaction was one of the major targets for the industry with a purpose to be more competitive. Its TQM journey remained extremely successful and as a result received Deming Award in 2012. The tractors manufactured by it are now at top position from 2011 onwards in the Indian market. The customer satisfaction index has improved from 76 to 106; sales satisfaction index has increased to 105, market share enhanced by 12.6%. The case study presented in this paper may give insight to TQM practitioners to promote similar approaches in their organizations for enhancing customer satisfaction.