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The synergic relationship between TQM and marketing in creating customer value

Cristina Mele (Department of Business Economics, University of Naples Federico II, Napoli, Italy)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 22 May 2007

5166

Abstract

Purpose

The purpose of this paper is to analyse the relationships between marketing and quality in the value‐creation process.

Design/methodology/approach

The paper combines the findings from a literary review and multiple case studies to develop a conceptual framework of the synergistic relationship between total quality management (TQM) and marketing in creating customer value.

Findings

Two main conclusions arise from the study: TQM is a platform for the full realisation of marketing potentialities by revitalising the marketing concept and fostering its implementation; and TQM and marketing are complementary and synergistic in facilitating efficient management of the process of value creation and delivery.

Research limitations/implications

The developed framework is only part of the complex relationship between marketing and quality. Nevertheless, it provides a solid basis from which to integrate the knowledge, tools, and methodologies of marketing and quality.

Practical implications

The study provides valuable practical insights into the effective management of marketing and quality in the creation and delivery of customer value.

Originality/value

The paper addresses a gap in the literature by analysing the synergistic links between TQM and marketing in the value‐creation process.

Keywords

Citation

Mele, C. (2007), "The synergic relationship between TQM and marketing in creating customer value", Managing Service Quality: An International Journal, Vol. 17 No. 3, pp. 240-258. https://doi.org/10.1108/09604520710744281

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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