The Impact of Total Quality Management on Bank Performance: the Intermediary Role of Market Orientation

Document Type : مروری

Abstract

Adel Azar*, Mohammad Reza Taghizadeh Joorshari**, Mohammad Takhire***[1] Abstract     Because organizations offering financial services, especially banks that operate in an environment with indistinct products, service quality, known as the first competitive weapon. The purpose of this study is evaluated on the impact of total quality management practices on the performance of banks using the mediator role of market orientation in the relationship between TQM and performance. For this purpose, four hypotheses were developed. To gather the necessary data to test the hypotheses, a standard questionnaire containing 42 questions was used in 13 dimensions and between the 291 employees and managers of 11 commercial banks in the guilan province, as research population has been distributed. First by using exploratory factor analysis, factors related to the three main variables identified in the study population and then using structural equation modeling techniques to evaluate research hypotheses were done in Lisrel software. The analysis indicates that the results are same to the previous research about the positive impact of TQM and Market-oriented approaches on the performance and became apparent that the market orientation could focus on TQM impact on the performance mediator role to play. Keywords: Total Quality Management; Market Orientation; Organization Performance.* Professor, Tarbiat Modares University.** Ph.D, Islamic Azad University, Rasht Branch (Corresponding Author).E-mail: Taghizadeh.joorshari@gmail.com*** M.A, Rahbord Shomal University.

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History

  • Receive Date: 04 October 2015
  • Revise Date: 18 November 2024
  • Accept Date: 31 December 2020

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