Effect Of Total Quality Management Practices . On Customer Retention And Satisfaction (A Study Of 7 Up Bottling Company, Aba Plant)

ABSTRACT

Total Quality Management (TQM) is a business philosophy that seeks to encourage both individual and collective responsibility to quality at every stage of the production process from initial design and conception through to offer sales services of the product. Many businesses may not use the term Total Quality Management (TQM) anymore but the philosophy is still very much part of most business thinking, it is seen as being a way in which a business can add value to its products and to gain competitive advantage over its rivals, for example, the former may allow a business to charge a high price for its product or service while the later can be a key feature of its marketing programme Samson and Terziovski (1999).