Customer satisfaction and the marketing-quality interface

Edward U. Bond III; Ross L. Fink

doi:10.1108/08858620310471304

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Journal of Business & Industrial Marketing

ISSN: 0885-8624

Online from: 1986

Subject Area: Marketing

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Customer satisfaction and the marketing-quality interface

Document Information:
Title:	Customer satisfaction and the marketing-quality interface
Author(s):	Edward U. Bond III, (Assistant Professor of Marketing, Foster College of Business Administration, Bradley University, Peoria, Illinois, USA), Ross L. Fink, (Associate Professor of Operations Management, Foster College of Business Administration, Bradley University, Peoria, Illinois, USA)
Citation:	Edward U. Bond III, Ross L. Fink, (2003) "Customer satisfaction and the marketing-quality interface", Journal of Business & Industrial Marketing, Vol. 18 Iss: 3, pp.204 - 218
Keywords:	Customer satisfaction, ISO 9000, Organizational behaviour, Quality
Article type:	General review
DOI:	10.1108/08858620310471304 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Despite long-standing interest in the quality movement by marketing scholars, marketing managers have not seized opportunities to provide leadership as the quality movement has centered attention on customer satisfaction. Significant corporate investments in quality programs suggest that the recent revision of the ISO 9000 standards to focus on collection and use of customer satisfaction data may provide marketing managers an invitation to meaningfully enter the quality dialogue. Collaboration between marketing and quality management is problematic because the two functions are highly differentiated. This article draws on work in organizational learning and organizational behavior to identify criteria for successful collaboration between marketing and quality management and to propose a process for meeting the new ISO 9000 requirements.