Browsing by Author "KAHOUL, Hanane"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Impact of Integrating Quality Management System on an Agri-Food Industry’s Brand Image Case Study: AGRODIV “Les Moulins Des Zibans”
    (Ecole des Hautes Etudes commerciales, 2018-06) KAHOUL, Hanane; RAHAL, Farah (Directeur de thése)
    The brand image is a very important element for customer, because it guides most of his purchasing decisions, especially when he wants to buy food. The customer collects more information about the brands available in order to be able to compare clearly the different products available in the market, and then choose the product which provides more satisfaction. In order to reinforce the brand image companies uses quality as a strategic tool; improving quality has become a companywide effort and TQM has become the sole concern of the whole company. Total quality management is considered to be an important management philosophy, which supports the organizations to change its culture into a quality and a customer oriented culture. In this perspective, the current research was undertaken to study the Impact of integrating Quality Management System on the Brand Image, in other words, the role of implementing TQM on the brand image in an agri-food industry.