Total Quality Management as a Tool for Marketing Performance Improvement: A Case of Oil and Gas Company in Iraq ()
ABSTRACT
The objective of this
research was to explore how the implementation of Total Quality Management
(TQM) affects Marketing Performance within a significant oil and gas corporation in Iraq. To achieve this, a quantitative
and explanatory research design was
utilized, collecting cross-sectional data through a survey instrument.
The study focused on a specific company, surveying 320 employees by electronic
questionnaire, of which 186 usable questionnaires were received and deemed an acceptable sample size based on the
Table of Krejcie & Morgan (1970). The collected data was analyzed using
SPSS v.29 statistical software through Pearson correlations and regression
modeling. The results indicate that TQM practices have a significant and direct
impact on improving marketing performance in Iraq’s oil and gas companies.
Therefore, it is advised that organizations seeking to improve their overall
performance integrate TQM across all disciplines, increase employee engagement, dedication, and TQM awareness, enhance the
company’s structure, and allocate resources toward overcoming any
barriers to effective TQM implementation. This study provides valuable insights
into the potential benefits of TQM implementation in the oil and gas industry
in Iraq. The findings support the importance of TQM practices in fostering
organizational excellence and improving marketing performance. Hence, companies
must prioritize TQM implementation to achieve their organizational goals and
objectives.
Share and Cite:
Ibrahim, G. , Akkaoui, I. and Wahbi, M. (2024) Total Quality Management as a Tool for Marketing Performance Improvement: A Case of Oil and Gas Company in Iraq.
Open Journal of Business and Management,
12, 388-405. doi:
10.4236/ojbm.2024.121025.
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