Communication Related Dimensions of TQM from the Point of Marketing and Customer Satisfaction View

Toplam kalite yönetimi (TKY), işletme yönetimi sürecine müşteri odaklı bir anlayışla yön veren bir yönetim felsefesidir. Pazarlama yönetimi açısından toplam kalite kavramı, tüketicilerin satın aldıkları mal ve hizmetlerden elde ettikleri memnuniyet düzeyim göstermektedir. Çağdaş pazarlama anlayışına göre, toplam kalite yaklaşımı müşteri ile olan ilişki kalitesini artıran bir bütünsel yönetim felsefesidir. Toplam kalite yönetimi, müşteri merkezli bir anlayışla, her aşamada sıfır hatayı hedefleyerek müşteri memnuniyetini en üst düzeye çıkarmak anlamına gelmektedir. Kalite yönlü görüşe göre, kalite seviyesini müşteriler belirlemekte olduğu için işletmenin müşterileri ile olan iletişimini en üst düzeyde tutmak gerekmektedir. Bu yüzden de toplam kalite yönetiminde iletişim bir süreç olma özelliğine sahiptir. Bir süreç olarak iletişimin bu özelliği, toplam kalite yönetimi içersindeiletişimin farklı boyutlarının incelenme zorunluluğunu da beraberinde getirmektedir. Sonuç olarak, toplam kalite yönetiminde başarılı bir iletişimi gerçekleştirebilmek için, mesajın alıcılar tarafından kolaylıkla anlaşılabilecek bir biçimde hazırlanması gerektiği hiçbir zaman gözlerden uzak tutulmamalıdır.

Anahtar Kelimeler:

pazarlama

Total Quality Management (TQM) is a management philosophy leading the enterprise management process through customer-driven approach. TQM from the point of marketing management is the satisfaction degree of customers from the goods and services they consumed. According to modern marketing approach, TQM is a complementary management philosophy that enhances communication quality with customers. TQM addresses the maximum customer satisfaction level targeting zero defects in every phase of operations. According to quality-based defmitions because the customers determine the quality level, communication with the customers of the enterprise must be continuous. Because of this, communication in TQM has a process feature and communication related dimensions of TQM have been explored in this study. To enable a successful communication in TQM, messages should be encoded for receivers to easily perceive.

Keywords:

marketing,

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