Quality management factors and marketing performance : an empirical investigation of their relationship

This study investigates the relationship between quality management (QM) factors and marketing performance particularly customer satisfaction and business competitive position. The study also explores the relationship between quality management factors and overall business performance. The findings of this study suggest that operational marketing improvement and employee training are significantly associated with customer satisfaction, whereas top management philosophy, measurement and open organisation are associated with business competitive position. The results also suggest that overall business performance is associated with top management philosophy, measurement and open organisation, and operational marketing improvement. In conducting this study, a mail survey approach was used and the findings of this study are based on the responses received from Queensland businesses.