Synergic Relationship between Total Quality Management and Marketing Management in Creating Customer's Value

The primary purpose of this study is to understand how customer value is affected by total quality management practices and marketing management policies of an organization. Total quality management is a complete managerial approach that if practiced provides ground for the identification of marketing strategies and processes. This management philosophy leads organizations towards gaining of competitive advantage through the proper enforcement of strategically fit and aligned strategies. However, customer relationship management plays key role in synergic effect of total quality management practices and marketing management on customer’s value. This research study is primarily quantitative in nature. Data has been collected from different national and multinational companies of manufacturing sector in Pakistan and the sample size in total is that of 114. The data collection instrument was developed on the basis of literature and was found to be statistically reliable where Cronbach’s alpha for all concepts under study was at least 0.800. In order address the objectives of this study and test the hypothesis of relationships between variables, Pearson correlation test was applied on the data set. As a result of analysis, strongly positive correlation was found between total quality management, marketing management, customer relationship management and customer’s value. Hence, it would be fair enough to conclude total quality management practices provides basic ground to identify marketing management Policies, strategies and practices.”