Customer satisfaction @ virtual organizations

Current organizational practice worldwide has responded to the demands of an increasingly competitive global market. Market or customer priorities derive from a focus on value, combining quality and cost integration according to the perception of the customer. The organizational improvement strategies described by Deming (1986) and Juran (1993), based on the post‐war Japanese reconstruction, have advanced the philosophy and strategy of total quality management (TQM) as a management strategy. The recent steep decline in the values of shares in Internet‐linked companies, which has led to a number of high‐profile failures, shows the importance of applying the concept of TQM to virtual environments. As the ultimate goal of TQM is customer satisfaction, it is important for the Internet companies to focus on unconditional customer satisfaction. This paper discusses the importance of customer satisfaction for virtual organizations.