Assessment of Total Management (TQM) and Customer Satisfaction in Cadbury Nigeria PLC, Lagos, Nigeria

Abstract

The study assessed Total Quality Management (TQM) and organizational performance in fast moving consumer goods firms. The measures of
organizational performance were premised on customers' satisfaction and customers' relationship management. The survey research design was
employed in the study questionnaire instrument was used for collecting data. The interview method was also adopted in order to validate responses from the questionnaire administered on 300 respondents. The data collected were analyzed by the use of frequency tables, percentages and ordinary least square. The findings from the study showed that there is a significant relationship (β=0.65, t=41.311, p=0.000) between total quality management and customer satisfaction. The findings also indicate that total quality management (β=0.52, t=21.412, p=0.000) is a driver of financial
performance. The study recommends that fast moving consumer goods firms should improve their processes, products, services, and the culture in which they work in other to satisfy their customers and improve their financial performance.