Total Quality Management (TQM) and Customer Satisfaction

Abstract

This study examines the relationship between Total Quality Management (TQM) practices and customer satisfaction, with a focus on Coca-Cola Bottling Company. Specifically, it investigates the impact of continuous improvement and employee involvement on perceived quality and customer loyalty A survey research design was employed, utilizing structured questionnaire administered on employees of the departments Data collected was tested with multiple regression statistical tool to test the hypotheses of the study with the help of SPSS software. Findings revealed that continuous improvement significantly enhances perceived quality, while employee involvement plays a critical role in fostering customer loyalty. The study highlights the necessity of integrating continuous improvement strategies and employee engagement initiatives into quality management frameworks to enhance organizational performance and customer retention. Based on these insights, the study recommends that organizations adopt structured continuous improvement practices, actively involve employees in decision-making, and establish robust monitoring mechanisms to ensure sustainable quality enhancement. These findings provide valuable strategic implications for organizations aiming to improve customer-centric performance in competitive markets.