The Effect of Total Quality Management on Customer Satisfaction in the Downstream Petroleum Sector in Ghana

Abstract

Despite the introduction of Total Quality Management (TQM), there is a general observation of customer dissatisfaction surrounding service provision by the companies in the downstream petroleum sector in Ghana. This research sought to assess the impact of TQM on customer satisfaction with regards to the downstream petroleum sector in Ghana. A sample size of 360 respondents, consisting of 290 customers, 60 staffs and 10 management staffs across different companies within Accra was used for the study. The study revealed that successful implementation of TQM has a major and significant impact on customers’ satisfaction. TQM relies of the principle of stakeholder participation and involvement. There was however a shortfall with this principle as it was identified that staff of companies within the industry did not adequately involve themselves in rolling out the TQM concept. The study recommends management of the company to ensure full participation of all. The study revealed that the successful implementation of TQM has a significant effect customer satisfaction. However, the principle of participation and involvement by staff in the quality management chain was found not to be encouraging as staffs have not been adequately involved in rolling out the TQM concept in their companies. The study concludes that management of the companies in the sector should ensure full participation of all employees in the implementation of TQM through effective communication mechanisms to integrate quality disciplines into the culture and quality service activities of the company. Keywords: Total Quality Management, Downstream petroleum sector, Customer service.