Managing a total quality orientation - Factors affecting customer satisfaction

The academic marketing literature reflects remarkably little effort to understand a total quality orientation. The author synthesizes extent knowledge on the subject and provides a foundation for future research by developing research propositions and constructing an integrative framework that comprises antecedents and monitoring systems of a total quality orientation The author draws on academic and practitioner writings from multiple disciplines and 50 in-depth interviews with corporate executives from a broad spectrum of manufacturing and service organizations. (C) 1998 Elsevier Science Inc.