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| Tekijä: | Mohr-Jackson, I. |
| Otsikko: | Conceptualizing total quality orientation |
| Lehti: | European Journal of Marketing
1998 : VOL. 32:1-2, p. 13-22 |
| Asiasana: | TOTAL QUALITY MANAGEMENT QUALITY MARKETING CONCEPT CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | The academic marketing literature reflects remarkably little effort to conceptualize total quality orientation, which is the key to understanding customer satisfaction. In the article, extant knowledge on the subject is synthesized and a foundation for future research is provided by delineating the domain of the total quality orientation construct and providing an operational definition. The article also draws on academic and practitioner writings from multiple disciplines, and 50 in-depth interviews with corporate executives in a broad spectrum of manufacturing and service organizations. |
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