Investigating TQM Strategies for Sustainable Customer Satisfaction in GCC Telecommunications

Abstract

Telecommunications firms face intense competition driven by rapid innovation and shifting consumer expectations. To remain competitive, companies are adopting Total Quality Management (TQM) to enhance customer satisfaction, corporate stability, and sustainability. This study examines TQM’s effects on customer satisfaction within Gulf Cooperation Council (GCC) countries’ telecommunications sector using secondary data from three firms’ quarterly reports (2019–2023). Descriptive, correlation, and regression analyses with STATA software reveal a significant increase in net promoter scores, indicating firms’ commitment to meeting evolving customer needs. Employee engagement and process management positively affect customer satisfaction, while continuous improvement practices and customer focus do not show a statistically significant influence. The research underscores TQM’s importance in fostering sustainable customer satisfaction by enabling telecom companies to adopt customer-centric strategies for achieving sustainable growth and long-term success. Aligning business processes with customer needs, especially in complaint handling, is crucial. The study advocates for implementing advanced customer relationship management (CRM) systems to better understand customer preferences. These strategic initiatives are vital for telecom firms to maintain competitiveness, enhance customer satisfaction, and contribute to the region’s overall economy.