Commercial issues and quality standards: From conflict to complementarity
Sanchez, Mélissa
Commercial issues and quality standards: From conflict to complementarity - 2025.
8
The idea that the ISO 9001:2015 quality standard can strengthen customer orientation is appealing and may even seem self-evident in the literature on the subject. However, this standard is often perceived as a constraint that hinders business performance. Business objectives and quality objectives can thus divide stakeholders—even though customer orientation is supposed to unite them. Through an action research project carried out in a retail store, we evaluate the cost of dysfunctions in total quality in order to highlight their economic and commercial impact. The results of improvement groups set up following diagnosis of dysfunctions reveal levers for initiating a virtuous cycle in favor of company performance.
Commercial issues and quality standards: From conflict to complementarity - 2025.
8
The idea that the ISO 9001:2015 quality standard can strengthen customer orientation is appealing and may even seem self-evident in the literature on the subject. However, this standard is often perceived as a constraint that hinders business performance. Business objectives and quality objectives can thus divide stakeholders—even though customer orientation is supposed to unite them. Through an action research project carried out in a retail store, we evaluate the cost of dysfunctions in total quality in order to highlight their economic and commercial impact. The results of improvement groups set up following diagnosis of dysfunctions reveal levers for initiating a virtuous cycle in favor of company performance.
Réseaux sociaux