TY - JOUR AB - This paper is a continuation of our research effort to develop a new approach to total relationship management. It is a theoretical and conceptual one, providing marketing and management ideas on how to integrate total quality management (TQM) and totalrelationship management (TRM) in order to achieve better quality relationships, product/service and process. Aims to shed light on how TRM and TQM can be integrated, and to suggest how the work on TQM can add impetus to successful TRM. First, the role of quality in customer satisfaction and relationships, and the main philosophy behind TRM, are discussed. TRM, quality, loyalty and profitability are examined; some TQM tools are suggested for possible use with the TRM approach to improve its functions. Finally, the common grounds of TQM and TRM, and the common principles for TRM success, are identified. VL - 37 IS - 9 SN - 0025-1747 DO - 10.1108/00251749910299138 UR - https://doi.org/10.1108/00251749910299138 AU - Zineldin Mosad PY - 1999 Y1 - 1999/01/01 TI - Exploring the common ground of total relationship management (TRM) and total quality management (TQM) T2 - Management Decision PB - MCB UP Ltd SP - 719 EP - 730 Y2 - 2024/03/28 ER -