Impact of MBNQA Criteria on Customer Satisfaction in Modern Retail Chain Stores: an Empirical Study in Context of Developing Countries like Pakistan
This explanatory study investigates the strategic effect of TQM factors modeled by the MBNQA criteria on customer
satisfaction in modern retail industry of Pakistan. The factors comprise leadership, strategy and planning, information
and analysis, customer focus, people management and process management. The data were gathered from 129
employees from various departments of modern trade stores. The statistical analysis concludes that the overall
regression model is highly significant. Customer focus and process management were found to be the enablers with
highest level of significance when correlated with customer satisfaction i.e. 64.7% and 63.9%. However, an anomaly
was seen in the case of strategy and planning which showed a non-significant negative relationship. The findings of
this research can prove to be of high value for policy makers in these organizations and those who intend to take this
field as a new venture.
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