INVESTIGATING THE RELATIONSHIP BETWEEN QUALITY MANAGEMENT PRACTICES AND ORGANIZATIONAL PERFORMANCE IN THE CAMEROONIAN SERVICE INDUSTRY

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

In the current business landscape, characterized by intense rivalry and ever changing client demands, the significance of quality management standards cannot be emphasized enough, particularly in service sectors prevalent in Cameroon. Quality management practices refer to systematic approaches, strategies, procedures, and techniques implemented in an organization to ensure that products, services, and processes consistently meet or exceed customer expectations and organizational standards. This includes but is not limited to activities such as Total Quality Management (TQM), Six Sigma, Continuous Improvement, Lean Management, and ISO (International Organization for Standardization). certification. According to Lee & Asllani (2018), quality management is not solely focused on fulfilling standards, but rather on constantly surpassing them in order to provide outstanding products or services that bring great satisfaction to consumers and contribute to the success of the organization. Furthermore,quality management involves a variety of ideas, processes, and instruments with the goal of guaranteeing that products or services meet or beyond consumer expectations. However, enacting these procedures necessitates a dedication from upper-level administration to foster a culture of ongoing enhancement across the entire organization (Martı´nez et al.,2018). Additionally, an important advantage of implementing quality management practices is the organization’s  ability to improve customer satisfaction thereby enhancing their performance. Through the consistent provision of superior products or services, industry can establish trust and loyalty among their client base, resulting in repeat business and favourable word-of-mouth endorsements (Crosby, 2019). In Cameroon's service-oriented economy, where customer experience is of utmost importance, contented customers can serve as the crucial factor for achieving sustainable growth and profitability. Furthermore, according to several researches, the implementation of quality management principles has resulted in improved operational efficiencies and reduced costs (Shams & Belyaeva,2019). By using strategies such as waste reduction, process optimization, and employee empowerment, organizations can improve the efficiency of their operations and make the most effective use of resources (Shams & Belyaeva,2019). This not only raises profitability but also boosts adaptability and ability to quickly respond to market fluctuations, allowing organizations to maintain a competitive edge. Moreover, the implementation of quality management methods can exert a substantial influence on the performance of organizations. Likewise, organizations cultivate a culture of accountability and continuous learning by engaging employees in quality improvement efforts and granting them the authority to take ownership of their work (Juran, 2019). This not only cultivates a feeling of pride and contentment among employees but also stimulates invention and originality, propelling organizational performance to unprecedented levels. Nevertheless, despite the potential advantages, the implementation of quality management practices in the service industry of Cameroon may encounter several obstacles. These factors includes constraints in resources, cultural obstacles, reluctance to embrace change, and a deficiency in stakeholders' understanding of the significance of quality management. Therefore, a survey will be conducted in order to investigate the relationship between quality management practices and organizational performance in Cameroonian service industry.

1.2 Statement of the Problem

 Organizations as well as industries today aim for rapid expansion, continuous improvement, profitability, future readiness, and leadership in their worldwide operations. However, these industries operate in a dynamic world with unpredictable developments. This problem led the organizations to invest significant time and financial resources in making the necessary modifications to improve performance. Currently, in what is often referred to as the age of change, achieving high or quality  performance using traditional management practices is no longer feasible. Recently, organizations are compelled to adopt new managerial approaches (Taslimi, 2019). To attain high performance in the organization, it is essential to identify the elements that impact organizational performance. The group acquired these fundamental principles while overcoming its challenges and issues. The issues pertain to external adaptation and internal integration of quality management (Salajegheh et al., 2018). Furthermore, Miller, B. A. (2019) explained that the service industry's performance relies on various factors that can influence the overall organizational performance. The ability of organizations to learn is linked to their capacity for change and ongoing improvement to address environmental issues (Armstrong & Foley, 2018). Organizations that prioritize learning will stay updated on advancements and enhancements in the business environment to achieve success. Nevertheless, new members should be taught these methods of observing, thinking, and feeling about the difficulties as they are considered legitimate (Nikpour, 2017). Thus, it is in the light of this, the study seeks to investigate the relationship between quality management practices and organizational performance in Cameroonian service industry.

1.3  Objectives of the Study

The main purpose of this study is to investigate the relationship between quality management practices and organizational performance in Cameroonian service industry. Specifically, the study will;

Assess the extent to which quality management practices are adopted by the Cameroonian service industry

Determine whether quality management practices influence organizational performance in service industry in Cameroon

Identify the factors influencing the implementation of quality management practices in Cameroonian service industry.

Assess the challenges encountered in implementing quality management methods in in the Cameroonian service industry.

1.4 Research Questions 

The following questions have been prepared for the study:

To what extent are quality management practices adopted by the service industry in Cameroon?

Does quality management practices significantly influence organizational performance in the service industry in Cameroon?

What are the factors that influence the implementation of quality management practices in the Cameroonian service industry?

What are the challenges encountered in implementing quality management methods in the service industry in Cameroon?

1.5 Research Hypotheses

H0: There is no significant relationship between quality management practices and organizational performance in Cameroonian service industry.

Ha: There is no significant between quality management practices and organizational performance in Cameroonian service industry.

1.6 Significance of the Study

This study will provide valuable insights for service industries in Cameroon seeking to improve their operational efficiency, customer satisfaction, and overall performance. Also, it will help businesses identify areas for improvement and implement evidence-based strategies to enhance their competitiveness and sustainability in the marketplace. Furthermore, government agencies and industry associations will use the findings of this research to design and implement initiatives aimed at promoting quality management and enhancing the competitiveness of the industry. Additionally, it will serve as a valuable resource for scholars conducting literature reviews in this area, contributing to the academic discourse and serving as a foundational text for future research endeavors. Ultimately, the study's results make a substantial contribution to the body of academic knowledge concerning the phenomenon of  quality management practices and organizational performance in Cameroonian service industry.

1.7 Scope of the study

The scope of this study is boarded on the relationship between quality management practices and organizational performance in Cameroonian service industry. Empirically, this study will assess the extent to which quality management practices are adopted, determine whether quality management practices influence organizational performance, identify the factors influencing the implementation of quality management practices and assess the challenges encountered in implementing quality management practices.

Geographically, the study will be delimited to employees in some selected Cameroonian service industry.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. 

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

1.9 Definition of Terms

Quality management practices: is defined as systematic approaches, strategies, procedures, and techniques implemented within an organization to ensure that products, services, and processes consistently meet or exceed customer expectations and organizational standards.

Organizational performance: the overall effectiveness, efficiency, and achievement of objectives within an organization, as measured by various performance indicators and metrics.

Cameroonian service industry: this include businesses and organizations operating within the tertiary sector of the Cameroonian economy, including but not limited to sectors such as hospitality, tourism, banking, insurance, healthcare, telecommunications, transportation, retail, and professional services.

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