Integrating customer-base strategies into effective measurement

Many firms such as Mcdonnell Douglas, Motorola, AT&T, and others have implemented various quality programs. Yet, more firms need to adopt quality practices to survive in the global market. Organizations that understand the customers and the quality process, will improve their performance, profitability, and market share. The practice of such strategy will lead the organizations to superior business success. The research question that emerges from this study is, how well does customers feedback and quality process predict business success. The measures used to gather data in this study consist of the quality orientation scale developed by Sussan (1995). The scale was validated through factor analysis.