Customer satisfaction and the marketing‐quality interface

Despite long‐standing interest in the quality movement by marketing scholars, marketing managers have not seized opportunities to provide leadership as the quality movement has centered attention on customer satisfaction. Significant corporate investments in quality programs suggest that the recent revision of the ISO 9000 standards to focus on collection and use of customer satisfaction data may provide marketing managers an invitation to meaningfully enter the quality dialogue. Collaboration between marketing and quality management is problematic because the two functions are highly differentiated. This article draws on work in organizational learning and organizational behavior to identify criteria for successful collaboration between marketing and quality management and to propose a process for meeting the new ISO 9000 requirements.