Asserts that the essential role of Customer Satisfaction Measurement (CSM) is not simply a research activity, but a key management tool. Suggests the Quality Integration Framework as one attempt to blend the components of external, perceived quality (upper pyramid) with a hierarchy of organisational elements pertaining to the company′s internal quality (lower pyramid). Proposes that total quality can exist only when the two pyramids are closely aligned. Considers the external and internal quality and discusses some implications of the Framework. Concludes that CSM is a strategic tool which progressive companies will treat as an integral element of the firm′s total quality management.
Crosby, L. (1991), "CSM: the wave of the future", Managing Service Quality: An International Journal, Vol. 1 No. 3, pp. 137-140. https://doi.org/10.1108/EUM0000000003137
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