TY  - JOUR
AB  - 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.
VL  - 32
IS  - 1/2
SN  - 0309-0566
DO  - 10.1108/03090569810197390
UR  - https://doi.org/10.1108/03090569810197390
AU  - Mohr‐Jackson Iris
PY  - 1998
Y1  - 1998/01/01
TI  - Conceptualizing total quality orientation
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 13
EP  - 22
Y2  - 2024/04/25
ER  -