Relating the strategic role of marketing orientation in organizational TQM performance

Purpose This study aims to examine how organizational total quality management performance (OTQMP) in manufacturing organizations is affected by three primary marketing orientation (MO) indicators, namely customer orientation (CUO), competitor orientation (CO) and inter-function coordination (IC). Design/methodology/approach A research design was quantitatively adopted in the research work. To gather the necessary information for analyzing the study’s hypothesized model, 846 senior managers and high officials at manufacturing firms were given questionnaires to complete. About 520 questionnaires having a response rate of more than 60% were included for analysis. Specifically, theories were created to investigate how OTQMP is affected in manufacturing firms because of MO. Factor analysis was used to examine the questionnaire’s Cronbach’s alpha reliability. To verify the mode’s fit, the confirmatory factor analysis (CFA) model was used and structural equation modeling (SEM) was used to analyze the collected data. Building a structural measurement model, developing testable hypotheses and operationalizing constructs are made possible by a thorough literature survey. Findings The findings show that organizational TQM effectiveness in manufacturing enterprises is positively and significantly correlated with indicators of marketing orientation (MO). The results also show that marketing-oriented indicators through CUO, CO and IC boost organizational performance (OP). Research limitations/implications The findings contribute to a better understanding of the interaction and consequences of MO and OTQMP, particularly in manufacturing enterprises, among owners/managers, practitioners and academics. Owners and managers are thereby guided to make decisions that are better and more effective for putting MO strategic practices into practice. As a result, businesses achieve higher performance and engage in ongoing market competition. Originality/value By presenting empirical proof of the influence of MO indicators on OTQMP in manufacturing companies, this study adds to the body of knowledge from the viewpoint of emerging nations. The MO effects in manufacturing companies are being empirically examined for the first time in this study. The study encourages more research on the connection between MO indicators and OTQMP in Indian manufacturing companies, meets the requirement for quality management practice and provides managers in India with useful implications.