Customer satisfaction and the marketing-quality interface

Customer satisfaction and the marketing-quality interface

Bond, E.U. and Fink, R.L., Journal of Business and Industrial Marketing, (UK), 2003, Vol. 18 No. 3, Start page: 204, No. of pages: 15

Explores marketing's collaboration with quality management in order to meet the customer satisfaction requirements of the revised ISO 9000 standards. From the literature, identifies the differences between marketing and quality management and then outlines the criteria for successful collaboration between the two. Goes on to use qualitative data to identify potential drivers of customer satisfaction, obtaining information both from readily-available data sources such as customer complaints, sales and service personnel and customer visits and also from additional qualitative data obtained through customer interviews, empathic design and lead users. Next, reassesses potential drivers of customer satisfaction, identifying factors that are critical to quality, such as six sigma, and then develops a plan of action. Asserts that the new focus on customer satisfaction in ISO 9000 signals an invitation to marketing to become more fully engaged in the firm's quality dialogue, arguing that success will depend on the willingness and ability of marketing managers to work with quality managers.