Total Quality Culture and Customer Loyalty : A Study of Lafarge Africa Plc

Total Quality Management (TQM) is a philosophy aimed at improving businesses as a whole. Some of the benefits lie in the continuous improvement of processes and products and enhanced efficiency of people and machines leading to improved quality overtime. The major thrust of Total Quality Management (TQM) is to achieve productivity and process efficiency by identifying and eliminating problems in research processes and systems. This study examines basic total quality concepts and its impact on customer satisfaction, customer retention and customer loyalty. Emphasis was made on a shift from these conventional principles to the total quality culture as the sustaining factor towards quality strides by organizations in the long term. How managers should understand, adapt and uphold a quality enabling environment through its culture is espoused and the various orientations it may be applied through. Two case studies in the Nigerian cement industry were selected using secondary data to analyze both companies. The implications of the study includes managers conforming beyond methods and processes advancing towards propagating a quality culture whose benefits radiates beyond the final products