Conceptualizing total quality orientation

Iris Mohr‐Jackson (Department of Marketing, College of Business Administration, St John’s University, Jamaica, New York, NY)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 February 1998


The academic marketing literature reflects remarkably little effort to conceptualize total quality orientation, which is key to understanding customer satisfaction. The author synthesizes extant knowledge on the subject and provides a foundation for future research by delineating the domain of the total quality orientation construct and providing an operational definition. The author draws on academic and practitioner writings from multiple disciplines, and 50 in‐depth interviews with corporate executives in a broad spectrum of manufacturing and service organizations.



Mohr‐Jackson, I. (1998), "Conceptualizing total quality orientation", European Journal of Marketing, Vol. 32 No. 1/2, pp. 13-22.

Download as .RIS




Copyright © 1998, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.