Strategic Analysis of the Total Quality Management and Customers Behavior

Total quality management is a comprehensive and pioneer management philosophy which by considering product/service quality and gaining customer satisfaction is capable of helping organizations to maintain current markets and gain new markets, at current tense and full of cross-border challenging era, and guaranteeing their survival. At the same time and due to intense competition, new discussed experiences and developments in the market, quality and innovation and management, our understanding of TQM and its attributes, properties, functions and relations constantly is changing and new functions, features and relations has been proposed and its affected area is increasing. This research examines the impact of TQM on customer behavior through production, financial, innovation and quality indicators and in terms of type is a descriptive correlational research and in terms of the purpose is an applied research. The research population is representatives and after-sales service centers of Bahman Group and information is gathered through the questionnaire and for analyzing and path analyzing SPSS22 and AMOS software is used. The analises results of the research suggests that the impact of TQM on customer through quality and innovation indicators is positive and high and the impact of the financial and production indicators is positive and significant.