Analysing customer requirements and satisfaction in the furniture industry according to ISO 9000 certification: a case study
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Published
18-09-2018
Laura Martínez Caro
Enrique Flores López
José Antonio Martínez García
Abstract
The need to identify customer requirements and to satisfy them has become the main objective of companies. To manage that activity, that it is commonly associated to the marketing department, is the aim of every quality system, and therefore is a task that comprises the remaining departments of the organization. Through a case study, this paper seeks to identify which are the usual marketing practices in the furniture industry, and to outline an appropriate performance framework in agreement with the procedures settled down in the ISO 9000:2000 standards.
How to Cite
Martínez Caro, L., Flores López, E., & Martínez García, J. A. (2018). Analysing customer requirements and satisfaction in the furniture industry according to ISO 9000 certification: a case study. Cuadernos De Gestión, 10(2), 99–116. https://doi.org/10.5295/cdg.100162lm
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Keywords
Consumer needs, consumer satisfaction, ISO 9000:2000 certification
References
AENOR (2001): Gestión de la Calidad. ISO 9000.2000. Madrid, AENOR.
ÁLVAREZ GIL, M. J., CORBETT, C., Y MONTES, M. J. (2002): “El impacto financiero de la certificación ISO 9000. Un análisis empírico”, XII Congreso Nacional de ACEDE, Palma de Mallorca, España.
ANDERSON, E., FORNELL, C., Y LEHMANN, D. (1994): “Customer Satisfaction, Market share, and Profitability. Findings from Swede”, Journal of Marketing, Vol. 58, pp. 53-66.
ANDERSON, S. W., DALY, J. D., Y JOHNSON, M. F. (1999): “Why firms seek ISO 9000 certification. regulatory compliance or competitive advantage?”, Production and Operations Management, Vol. 8, No. 1, pp. 28-43.
BENBASAT, I., GOLDSTEIN, D. K., Y MEAD, M. (1987): “The Case Research Strategy in Studies of Information Systems”, MIS Quarterly, Vol. 11, No. 3, pp. 369-385.
BONOMA, T. V. (1985): “Case Research in Marketing. Opportunities, Problems, and a Process”, Journal of Marketing Research, Vol. 22, pp. 199-208.
BROWN, A., VAN DER WIELE, T., Y LOUGHTON, K. (1998): “Smaller Enterprises’ Experiences with ISO 9000”, International Journal of Quality & Reliability Management, Vol. 15, No. 3, pp. 273-285.
BROWN, A., Y VAN DER WIELE, T. (1995): “Industry experience with ISO 9000”, Asia Pacific Journal of Quality Management, Vol. 4, No. 2, pp. 8-17.
BUTTLE, F. (1997): “ISO 9000. Marketing Motivations and Benefits. International Journal of Quality & Reliability Management, Vol. 14, No. 9, pp. 936-947.
CALISIR, F. (2007): “Factors affecting service companies’ satisfaction with ISO 9000”, Managing Service Quality, Vol. 17, No. 5, pp. 579-593.
CALISIR, F., KULAK, O., Y DOGAN, I. (2005): “Factors influencing Turkish textile companies’ satisfaction with ISO 9000”, Total Quality Management & Business Excellence, Vol. 16, No. 10), pp. 1193-204.
CAMISÓN, C. (1996): “La Calidad como Factor de Competitividad en Turismo. Análisis del Caso Español”, Información Comercial Española, Vol. 749, No. Enero, pp. 99-122.
CARLSSON, M., Y CARLSSON, D. (1996): “Experiences of Implementing ISO 9000 in Swedish Industry”, International Journal of Quality & Reliability Management, Vol. 13, No. 7), pp. 36-47.
CARUANA, A., Y PITT, L. (1997): “Intqual-An Internal Measure for Service Quality and the Link between Service Quality and Business Performance”, European Journal of Marketing, Vol. 31, No. 8, pp. 604-617.
CASADESÚS, F. M., HERAS, I., Y ARANA, G. (2004): “Costes y Beneficios de la Implantación de la Normativa de Calidad ISO 9000. Evolución Temporal”, XIV Congreso Nacional de ACEDE, Murcia, España.
CASADESÚS, M., Y GIMÉNEZ, G. (2000): “The Benefits of the Implementation of the ISO 9000 Standard. Empirical Research in 288 Spanish Companies”, The TQM Magazine, Vol. 12, No. 6, pp. 432-441.
CASADESÚS, M.; HERAS, I. Y ARANA, G. (2004): “Costes y beneficios de la implantación de las normativa de calidad ISO 9000. Evolución temporal”, XIV Congreso Nacional de ACEDE, Murcia, España.
CHAPMAN, R., MURRAY, P., Y MELLOR, R. (1997): “Strategic quality management and financial performance indicators”, International Journal of Quality &Reliability Management, Vol. 14, No. 4, pp. 432-48.
CHOW-CHUA, C., GOH, M., Y BOON WAN, T. (2003): “Does ISO 9000 certification improve business performance?”, International Journal of Quality & Reliability Management, Vol. 20, No. 8, pp. 936-53.
DIMARA, E., SAKURAS, D., TSEKOURAS, K., Y GOUTSOS, S. (2004): “Strategic orientation and financial performance of firms implementing ISO 9000”, International Journal of Quality & Reliability Management, Vol. 21, No. 1, pp. 72-89.
ESCANCIANO, C. (2001): “La Empresa Española y su opinión sobre el ISO 9000. Análisis de los resultados de un estudio Empírico”, Economía Industrial, 341, pp. 151-159.
ESCANCIANO, C., FERNÁNDEZ, E., Y VÁZQUEZ, C. (2001). “Influence of ISO 9000 Certification on the Progress of Spanish Industry towards TQM”. International Journal of Quality and Reliability Management, Vol. 18, No. 5, pp. 481-494.
FERNÁNDEZ GONZÁLEZ, A. J. Y PRADO PRADO J. C. (2005): “Medición y análisis de la satisfacción del cliente. Prácticas en empresas de Galicia y Portugal”, IX Congreso de Ingeniería de Organización, Gijón, España.
FLYNN, B. B., SCHROEDER, R. G., FLYNN, E. J., SAKAKIBARA, S., Y BATES, K. A. (1997): “World-Class Manufacturing Project. Overview and Selected Results”, International Journal of Operations and Production Management, Vol. 17, No. 7, pp. 671-685.
GOTZAMANI, K. D., Y TSIOTRAS, G. D. (2002): “The True Motives behind ISO 9000 Certification. Their Effect on the Overall Certification Benefits and their Long Term Contribution towards TQM”, International Journal of Quality and Reliability Management, Vol. 19, No. 2, pp. 151-169.
GURAU, C., Y RANCHHOD, A. (2002): “How to Calculate the Value of a Customer”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 10, No. 3, pp. 20-220.
HERAS, I., ARANA, G., CABEZUDO, S., Y CASADESÚS, M. (2005): “Los Modelos de Gestión de la Calidad y su Influencia sobre los Resultados de las Empresas”, XV Congreso Nacional de ACEDE, Tenerife, España.
HERAS, I., OCHOA, C., Y ARANA, P. (2000): “Análisis Empírico de las Incidencias de la Normativa ISO 9000 en la Rentabilidad Económica de las Empresas”, Revista de Economía y Empresa, Vol. 14, No. 39, pp. 29-44.
HERNÁNDEZ, R., MUÑOZ, P., SANTOS, L., Y GONZÁLEZ O. (2003): “Una propuesta general de análisis de la calidad y la satisfacción en el Turismo Rural Español”, XII Simposio Internacional de Turismo y Ocio, Barcelona, España.
JONES, R., ARNDT, G. Y KUSTIN, R. (1997): “ISO 9000 among Australian companies: impact of time and reasons for seeking certification on perceptions of benefits received”, International Journal of Quality & Reliability Management, Vol. 14, No. 7, pp. 650-660.
LEE, T. Y., LEUNG, H. K. N., Y CHAN, K. C. C. (1999): “Improving Quality Management on The Basis of ISO 9000”, The TQM Magazine, Vol. 11, No. 2, pp. 88-94.
MAGD, H., Y CURRY, A. (2003a): “An empirical analysis of management attitudes towards ISO 9001:2000 in Egypt”, The TQM Magazine, Vol. 15, No. 6, pp. 381-90.
MAGD, H., Y CURRY, A. (2003b): “ISO 9000 and TQM: are they complementary or contradictory to each other”, The TQM Magazine, Vol. 15, No. 4, pp. 244-56.
MARIMON, F., CASADESÚS, M., Y HERAS, I. (2002): “Do Consultants Offer A Quality Service?”, Total Quality Management Journal, Vol. 13, No. 6, pp. 797-811.
MARÍN VINUESA, L.M.; GIMENO ZUERA, J. Y RUIZ-OLALLA CORCHERA, M.C. (2007): “Influencia de los indicadores no financieros sobre los resultados de las empresas inmersas en procesos TQM. una evidencia empírica“. En Ayala J.C. (coord.), Conocimiento, innovación y emprendedores. camino al futuro (pp. 291-307). Logroño, Servicio de Publicaciones Universidad de la Rioja.
MARTÍNEZ, A. R., Y MARTÍNEZ, M. (2004): “ISO 9000 & TQM. substitutives or complementaries? An Empirical Study in Industrial Companies”, International Journal of Quality and Reliability Management, Vol. 21, No. 3, pp. 260-276.
MARTÍNEZ, J. A. Y MARTÍNEZ, L. (2009): “Does ISO 9000 Certification Affect Consumer Perceptions of the Service Provider?”, Managing Service Quality, Vol. 19, No. 2, pp. 140-161.
MOHR-JACKSON, I. (1998): “Conceptualising Total Quality Orientation”, European Journal of Marketing, Vol. 32, No. 1/2, pp. 13-22.
PHILLIPS, L. W., CHANG, D. R., Y BUZZELL, R. D. (1983): “Product Quality, Cost Position, and Business Performance: A Test of Key Hypotheses”, Journal of Marketing, Vol. 37, No. 1, pp. 26-43.
QUAZI, H. A., Y PADIBJO, S. R. (1997): “A journey towards total quality management through ISO 9000 certification - a Singapore experience”, The TQM Magazine, Vol. 9, No. 5, pp. 364-71.
RODRÍGUEZ, J. A., Y GONZÁLEZ, J. (2003): “Un estudio de la insatisfacción generada por la Certificación ISO 9000 en la Pequeña Empresa”, XIII Congreso Nacional de ACEDE. Salamanca (España).
RUST, R. T., ZAHORIK, A. J., Y KEININGHAM, T. I. (1994): “Return on quality (ROQ): Making Service Quality Financially Accountable”, Journal of Marketing, Vol. 59, No. 2, pp. 58-70.
RUST, R.T., Y OLIVER, R. L. (1994): “Service Quality: Insights and Managerial Implications from the Frontier. En R. T. Rust, y R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice (pp. 1-19). London, Sage Publications.
SANTOS, L., Y ESCANCIANO, C. (2000). “Análisis de la Influencia de la Certificación ISO 9000 sobre los Resultados Empresariales: Implicaciones en el ámbito de la Calidad Total y de la Orientación al Mercado”. ICADE, Vol. 55, pp177- 204.
SASTRE, M. A. (2004): “El mueble. Cambio de estrategia“, Moneda única, Vol. 35. Recuperado de http.//www.monedaunica.net.
TSIOTRAS, G., Y GOTZAMANI, K. (1996): “ISO 9000 as an Entry Key to TQM. The Case of Greek Industry”, International Journal of Quality & Reliability Management, Vol. 13, No. 4, pp. 64-76.
TERZIOVSKI, M., SAMSON, D., Y DOW, D. (1995). “The Impact of ISO 9000 Certification on Customer Satisfaction”. Asia Pacific Journal of Quality Management, Vol. 4, No. 2,pp 66-68.
URBONAVICIUS, S. (2005): “ISO system implementation in small and medium companies from new EU member countries A tool of managerial and marketing benefits development”, Research in International Business and Finance, Vol. 19, pp. 412-426.
YIN, R. (2003): Case study research. Design and methods (3ª Edición). Thousand Oaks, Sage.
YIN, R. K. (1994): Case Study Research, Design and Methods (2ª Edición). Beverly Hills, CA, Sage.
ZARAMDINI, W. (2007): “An empirical study of the motives and benefits of ISO 9000 certification: the UAE experience”, International Journal of Quality & Reliability Management, Vol. 24, No. 5, pp. 472-491.
ÁLVAREZ GIL, M. J., CORBETT, C., Y MONTES, M. J. (2002): “El impacto financiero de la certificación ISO 9000. Un análisis empírico”, XII Congreso Nacional de ACEDE, Palma de Mallorca, España.
ANDERSON, E., FORNELL, C., Y LEHMANN, D. (1994): “Customer Satisfaction, Market share, and Profitability. Findings from Swede”, Journal of Marketing, Vol. 58, pp. 53-66.
ANDERSON, S. W., DALY, J. D., Y JOHNSON, M. F. (1999): “Why firms seek ISO 9000 certification. regulatory compliance or competitive advantage?”, Production and Operations Management, Vol. 8, No. 1, pp. 28-43.
BENBASAT, I., GOLDSTEIN, D. K., Y MEAD, M. (1987): “The Case Research Strategy in Studies of Information Systems”, MIS Quarterly, Vol. 11, No. 3, pp. 369-385.
BONOMA, T. V. (1985): “Case Research in Marketing. Opportunities, Problems, and a Process”, Journal of Marketing Research, Vol. 22, pp. 199-208.
BROWN, A., VAN DER WIELE, T., Y LOUGHTON, K. (1998): “Smaller Enterprises’ Experiences with ISO 9000”, International Journal of Quality & Reliability Management, Vol. 15, No. 3, pp. 273-285.
BROWN, A., Y VAN DER WIELE, T. (1995): “Industry experience with ISO 9000”, Asia Pacific Journal of Quality Management, Vol. 4, No. 2, pp. 8-17.
BUTTLE, F. (1997): “ISO 9000. Marketing Motivations and Benefits. International Journal of Quality & Reliability Management, Vol. 14, No. 9, pp. 936-947.
CALISIR, F. (2007): “Factors affecting service companies’ satisfaction with ISO 9000”, Managing Service Quality, Vol. 17, No. 5, pp. 579-593.
CALISIR, F., KULAK, O., Y DOGAN, I. (2005): “Factors influencing Turkish textile companies’ satisfaction with ISO 9000”, Total Quality Management & Business Excellence, Vol. 16, No. 10), pp. 1193-204.
CAMISÓN, C. (1996): “La Calidad como Factor de Competitividad en Turismo. Análisis del Caso Español”, Información Comercial Española, Vol. 749, No. Enero, pp. 99-122.
CARLSSON, M., Y CARLSSON, D. (1996): “Experiences of Implementing ISO 9000 in Swedish Industry”, International Journal of Quality & Reliability Management, Vol. 13, No. 7), pp. 36-47.
CARUANA, A., Y PITT, L. (1997): “Intqual-An Internal Measure for Service Quality and the Link between Service Quality and Business Performance”, European Journal of Marketing, Vol. 31, No. 8, pp. 604-617.
CASADESÚS, F. M., HERAS, I., Y ARANA, G. (2004): “Costes y Beneficios de la Implantación de la Normativa de Calidad ISO 9000. Evolución Temporal”, XIV Congreso Nacional de ACEDE, Murcia, España.
CASADESÚS, M., Y GIMÉNEZ, G. (2000): “The Benefits of the Implementation of the ISO 9000 Standard. Empirical Research in 288 Spanish Companies”, The TQM Magazine, Vol. 12, No. 6, pp. 432-441.
CASADESÚS, M.; HERAS, I. Y ARANA, G. (2004): “Costes y beneficios de la implantación de las normativa de calidad ISO 9000. Evolución temporal”, XIV Congreso Nacional de ACEDE, Murcia, España.
CHAPMAN, R., MURRAY, P., Y MELLOR, R. (1997): “Strategic quality management and financial performance indicators”, International Journal of Quality &Reliability Management, Vol. 14, No. 4, pp. 432-48.
CHOW-CHUA, C., GOH, M., Y BOON WAN, T. (2003): “Does ISO 9000 certification improve business performance?”, International Journal of Quality & Reliability Management, Vol. 20, No. 8, pp. 936-53.
DIMARA, E., SAKURAS, D., TSEKOURAS, K., Y GOUTSOS, S. (2004): “Strategic orientation and financial performance of firms implementing ISO 9000”, International Journal of Quality & Reliability Management, Vol. 21, No. 1, pp. 72-89.
ESCANCIANO, C. (2001): “La Empresa Española y su opinión sobre el ISO 9000. Análisis de los resultados de un estudio Empírico”, Economía Industrial, 341, pp. 151-159.
ESCANCIANO, C., FERNÁNDEZ, E., Y VÁZQUEZ, C. (2001). “Influence of ISO 9000 Certification on the Progress of Spanish Industry towards TQM”. International Journal of Quality and Reliability Management, Vol. 18, No. 5, pp. 481-494.
FERNÁNDEZ GONZÁLEZ, A. J. Y PRADO PRADO J. C. (2005): “Medición y análisis de la satisfacción del cliente. Prácticas en empresas de Galicia y Portugal”, IX Congreso de Ingeniería de Organización, Gijón, España.
FLYNN, B. B., SCHROEDER, R. G., FLYNN, E. J., SAKAKIBARA, S., Y BATES, K. A. (1997): “World-Class Manufacturing Project. Overview and Selected Results”, International Journal of Operations and Production Management, Vol. 17, No. 7, pp. 671-685.
GOTZAMANI, K. D., Y TSIOTRAS, G. D. (2002): “The True Motives behind ISO 9000 Certification. Their Effect on the Overall Certification Benefits and their Long Term Contribution towards TQM”, International Journal of Quality and Reliability Management, Vol. 19, No. 2, pp. 151-169.
GURAU, C., Y RANCHHOD, A. (2002): “How to Calculate the Value of a Customer”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 10, No. 3, pp. 20-220.
HERAS, I., ARANA, G., CABEZUDO, S., Y CASADESÚS, M. (2005): “Los Modelos de Gestión de la Calidad y su Influencia sobre los Resultados de las Empresas”, XV Congreso Nacional de ACEDE, Tenerife, España.
HERAS, I., OCHOA, C., Y ARANA, P. (2000): “Análisis Empírico de las Incidencias de la Normativa ISO 9000 en la Rentabilidad Económica de las Empresas”, Revista de Economía y Empresa, Vol. 14, No. 39, pp. 29-44.
HERNÁNDEZ, R., MUÑOZ, P., SANTOS, L., Y GONZÁLEZ O. (2003): “Una propuesta general de análisis de la calidad y la satisfacción en el Turismo Rural Español”, XII Simposio Internacional de Turismo y Ocio, Barcelona, España.
JONES, R., ARNDT, G. Y KUSTIN, R. (1997): “ISO 9000 among Australian companies: impact of time and reasons for seeking certification on perceptions of benefits received”, International Journal of Quality & Reliability Management, Vol. 14, No. 7, pp. 650-660.
LEE, T. Y., LEUNG, H. K. N., Y CHAN, K. C. C. (1999): “Improving Quality Management on The Basis of ISO 9000”, The TQM Magazine, Vol. 11, No. 2, pp. 88-94.
MAGD, H., Y CURRY, A. (2003a): “An empirical analysis of management attitudes towards ISO 9001:2000 in Egypt”, The TQM Magazine, Vol. 15, No. 6, pp. 381-90.
MAGD, H., Y CURRY, A. (2003b): “ISO 9000 and TQM: are they complementary or contradictory to each other”, The TQM Magazine, Vol. 15, No. 4, pp. 244-56.
MARIMON, F., CASADESÚS, M., Y HERAS, I. (2002): “Do Consultants Offer A Quality Service?”, Total Quality Management Journal, Vol. 13, No. 6, pp. 797-811.
MARÍN VINUESA, L.M.; GIMENO ZUERA, J. Y RUIZ-OLALLA CORCHERA, M.C. (2007): “Influencia de los indicadores no financieros sobre los resultados de las empresas inmersas en procesos TQM. una evidencia empírica“. En Ayala J.C. (coord.), Conocimiento, innovación y emprendedores. camino al futuro (pp. 291-307). Logroño, Servicio de Publicaciones Universidad de la Rioja.
MARTÍNEZ, A. R., Y MARTÍNEZ, M. (2004): “ISO 9000 & TQM. substitutives or complementaries? An Empirical Study in Industrial Companies”, International Journal of Quality and Reliability Management, Vol. 21, No. 3, pp. 260-276.
MARTÍNEZ, J. A. Y MARTÍNEZ, L. (2009): “Does ISO 9000 Certification Affect Consumer Perceptions of the Service Provider?”, Managing Service Quality, Vol. 19, No. 2, pp. 140-161.
MOHR-JACKSON, I. (1998): “Conceptualising Total Quality Orientation”, European Journal of Marketing, Vol. 32, No. 1/2, pp. 13-22.
PHILLIPS, L. W., CHANG, D. R., Y BUZZELL, R. D. (1983): “Product Quality, Cost Position, and Business Performance: A Test of Key Hypotheses”, Journal of Marketing, Vol. 37, No. 1, pp. 26-43.
QUAZI, H. A., Y PADIBJO, S. R. (1997): “A journey towards total quality management through ISO 9000 certification - a Singapore experience”, The TQM Magazine, Vol. 9, No. 5, pp. 364-71.
RODRÍGUEZ, J. A., Y GONZÁLEZ, J. (2003): “Un estudio de la insatisfacción generada por la Certificación ISO 9000 en la Pequeña Empresa”, XIII Congreso Nacional de ACEDE. Salamanca (España).
RUST, R. T., ZAHORIK, A. J., Y KEININGHAM, T. I. (1994): “Return on quality (ROQ): Making Service Quality Financially Accountable”, Journal of Marketing, Vol. 59, No. 2, pp. 58-70.
RUST, R.T., Y OLIVER, R. L. (1994): “Service Quality: Insights and Managerial Implications from the Frontier. En R. T. Rust, y R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice (pp. 1-19). London, Sage Publications.
SANTOS, L., Y ESCANCIANO, C. (2000). “Análisis de la Influencia de la Certificación ISO 9000 sobre los Resultados Empresariales: Implicaciones en el ámbito de la Calidad Total y de la Orientación al Mercado”. ICADE, Vol. 55, pp177- 204.
SASTRE, M. A. (2004): “El mueble. Cambio de estrategia“, Moneda única, Vol. 35. Recuperado de http.//www.monedaunica.net.
TSIOTRAS, G., Y GOTZAMANI, K. (1996): “ISO 9000 as an Entry Key to TQM. The Case of Greek Industry”, International Journal of Quality & Reliability Management, Vol. 13, No. 4, pp. 64-76.
TERZIOVSKI, M., SAMSON, D., Y DOW, D. (1995). “The Impact of ISO 9000 Certification on Customer Satisfaction”. Asia Pacific Journal of Quality Management, Vol. 4, No. 2,pp 66-68.
URBONAVICIUS, S. (2005): “ISO system implementation in small and medium companies from new EU member countries A tool of managerial and marketing benefits development”, Research in International Business and Finance, Vol. 19, pp. 412-426.
YIN, R. (2003): Case study research. Design and methods (3ª Edición). Thousand Oaks, Sage.
YIN, R. K. (1994): Case Study Research, Design and Methods (2ª Edición). Beverly Hills, CA, Sage.
ZARAMDINI, W. (2007): “An empirical study of the motives and benefits of ISO 9000 certification: the UAE experience”, International Journal of Quality & Reliability Management, Vol. 24, No. 5, pp. 472-491.
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