The impact of the principle of customer orientation on business performance industries in Morocco

Abstract

The objective of the implementation of the principles of quality management within companies is to increase competitiveness, through the quality of products and services, and consequently, to improve overall performance. Thus, this article aims to study the impact of customer orientation on the performance of Moroccan industrial companies.

Thus, to conduct this study, we are identified on Moroccan industrial companies certified ISO 9000 and 9004, and our study has scope on a sample of 70 respondents working in positions of responsibility in these companies. The methodology pursued consists of using a quantitative method, through the questionnaire survey.

The results confirmed that the implementation of practices based on the principle of customer orientation has a strong positive impact on performance indicators. The main suggestion retained is that the performance of industrial companies can be improved by adopting all the principles of quality management.

Keywords: quality, quality management, customer orientation, company performance, industrial companies in Morocco.

JEL Classification: L25, J 53

Type of article: empirical research