... in the supply chain context is at a primitive level in Pakistan. Most organizations have instituted quality departments and devised quality policy and planning inspired by ISO 9000 standards. However, quality culture that promotes bottom‐up improvement throughout the organization is nonexistent. Compared...

... companies. Design/methodology/approach The paper presents a case study of the two big telecom companies (Ufone and Mobilink) of Pakistan. Data have been collected by a cross‐sectional field study of users, frontline employees and management of telecom companies. The QFD matrix has been applied...