The Impact of Integrating Quality Management System on an Agri-Food Industry’s Brand Image Case Study: AGRODIV “Les Moulins Des Zibans”
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Date
2018-06
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Publisher
Ecole des Hautes Etudes commerciales
Abstract
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.
Description
Keywords
Brand image, Satisfaction, quality, Total quality management, Quality management system