Asserts that it is important that customer satisfaction is properly measured for it is the only way to ensure that the process is delivering the right results. Contends that the ultimate object of TQM is to improve quality for the customer and that it is through data that a company′s improvement plans can be adjusted according to customer needs. States that customer satisfaction indicates how well the organisation is progressing in its pursuit of total quality. Addresses the need for a constant measurement of internal and external customer satisfaction levels. Suggests that an organisation should involve senior managers in the process of measuring customer satisfaction, and that it should be continued in order to reap the real benefits, and to identify the real areas for quality improvement which will increase customer satisfaction and provide a base for long‐term profitability.
Carson, J. (1991), "A golden opportunity", Managing Service Quality: An International Journal, Vol. 1 No. 3, pp. 135-136. https://doi.org/10.1108/EUM0000000003136
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