A Study on The Effect of Strategic Thinking on Total Quality Management and Customer Satisfaction in the Banking System

Nowadays, customer satisfaction lead organizations toward new opportunities effort to achieve customer satisfaction has a key role in leading organizations in various industries around the world, furthermore ignoring such a variable in any organization would definitely lead to difficulty competition at the national and international levels. Moreover achieveing customer satisfaction is possible by utilizing strategic thinking (understanding current conditions and taking advantage of opportunities) and total quality management(systematic structure based on continuous improvement of internal activitie The purpose of this study was to investigate the effect of strategic thinking on comprehensive quality management. The hypotheses and the conceptual model of research are presented based on theoretical foundations of the research. The l study population consisted of directors of public banks and a questionnaire was used to collect data. The study is descriptive-survey, furtermore in terms of purpose is applied-developmental research. Structural equation modeling technique was used to analyze data using Smart PLS software. Results show that strategic thinking has a positive and significant impact on customer satisfaction both directly (coefficient path 0.520) and indirectly (c.p 0.319) through total quality management. Also strategic thinking has positive and significant impact (c.p 0.711) on total quality management and total quality management (c.p 0.448) on customer.