Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  3   Issue 3  2013  
Article Abstract
Using customer satisfaction to understand implementation benefits of the ISO 9001 quality management system
Keywords:  Customer satisfaction, Quality management, Business process, Business benefits
Celestin Dongmo and Darlington Onojaefe
The opinion about customer satisfaction amongst academics and practitioners are different and these differences are useful in gaining broader understanding of the term customer satisfaction. This study anchors its definition of customer satisfaction on three main drivers: product's knowledge such as emotional or cognitive, consumption experience and the response after consumption. This definition departs from market expectation of companies' production and marketing: to a new orientation concerned with competitive strategy through the sales of quality product. This study evaluates the implementation of the ISO 9001 quality management systems to understand management perception of product quality and its relationship with customers' satisfaction and competitiveness. This evaluation used survey methods to collected data from 110 randomly selected respondents snowballing to larger respondents all from the manufacturing companies in Cape Town. The data received was analyzed with descriptive statistic and presented in tables and charts. The interpretation of this data helps to understand and describe respondents' perception of envisaged implementation benefit of ISO 9001 like customer satisfaction, low cost advantage and business process improvement. The finding shows that although, there is insignificant relationship between the application of ISO 9001 quality management systems and envisaged benefits, benefits like customer satisfaction appealed to respondents. Therefore, customer satisfaction and competitiveness is vital to company's motivation to adopt ISO 9001. While quality management system can be deployed to meet and exceed customer satisfaction for competitiveness, it is found to contribute to business process improvement. Although, the result of this evaluation shows competiveness as primary motivation, customers' satisfaction (derived from the sale of quality products and services) provides the opportunity for sustained competitive advantage.
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