International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Total Quality Management in Mitigating Negative Customer Churn in a Selected Solar Energy Company in Tianjin City, China

Author(s) Li Jia, Lorenzo Lorenzo
Country Philippines
Abstract This study investigates the relationship between customer churn and total quality management (TQM) practices in an energy business company, aiming to provide insights for organizational strategy. The research explores various dimensions of customer churn, including customer satisfaction, switching costs, lifestyles, tendency to change behavior, and service usage, and examines how these factors correlate with TQM practices such as empowering employees, standardizing processes, implementing performance measurement systems, and utilizing quality tools. Key findings reveal a nuanced understanding of customer churn dynamics within the energy business company. While customer satisfaction emerges as a critical factor, significant challenges exist in addressing switching costs and aligning products/services with customer lifestyles. Moreover, the study identifies gender and age differences in perceptions of TQM practices, highlighting the importance of tailored strategies for different demographic groups. Additionally, position-related variations underscore the need for targeted initiatives to ensure consistent perceptions and practices across organizational levels. Furthermore, the correlation analysis sheds light on the relationship between TQM practices and customer churn. While some practices, such as standardizing processes, show a moderate positive correlation with customer satisfaction, others, like utilizing quality tools, exhibit weaker correlations with various dimensions of customer churn. These insights provide valuable guidance for refining TQM strategies and optimizing efforts to reduce customer churn and enhance organizational performance. In conclusion, this study underscores the intricate interplay between TQM practices and customer churn, emphasizing the need for holistic approaches to organizational strategy. By addressing the identified challenges and leveraging the strengths of TQM practices, energy business companies can cultivate a culture of quality excellence, foster customer loyalty, and drive sustainable growth in today's competitive market landscape.
Keywords Total Quality Management, Customer Churn, Solar Energy Company, China
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-21
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.45502
Short DOI https://doi.org/g9mh84
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