The Impact of Total Quality Practices on Performance in Dairy Industry: Insights from Almarai, Saudi Arabia

This study investigates the impact of Total Quality Management (TQM) practices on Customer Satisfaction in the dairy industry, using Almarai, Saudi Arabia's leading dairy company, as a case study. It examines the roles of Product Quality, Brand Reputation, Perceived Value for Money, Trust, and Competitor Influence in shaping consumer satisfaction. Data was collected through structured surveys and analyzed using regression models, factor analysis, and mediation-moderation tests. The findings indicate that Product Quality and Brand Reputation are the strongest drivers of Customer Satisfaction, while Trust plays a key mediating role. Perceived Value for Money has a weaker impact, suggesting consumers prioritize quality over price. Competitor Influence does not significantly moderate the examined relationships, implying Almarai’s strong market positioning reduces competitive pressures. The study emphasizes the importance of quality management, trust-building, and brand reputation over reactive competitor strategies. It highlights the role of TQM in sustaining customer satisfaction and market leadership. Future research should explore regional variations, sustainability, and evolving consumer preferences to enhance TQM strategies in the dairy sector.