Total Quality Management Practices and Performance of East African Breweries Limited, Kenya
Loading...
Date
2024-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
EABL faces growing competition and rising costs, similar to global trends, making Total Quality Management crucial for improving customer satisfaction and staying competitive.TQM is a continuous process focused on identifying and eliminating managerial gaps, aligning management practices, and enhancing customer service while empowering employee training. By integrating strategies, data, and communication channels, TQM instills quality principles into the organization’s culture and operations, supporting long-term growth and resilience.This study examined the relationship between Total Quality Management practices and organizational performance at East African Breweries Limited in Kenya, focusing on key components such as customer focus, continuous quality improvement, and strategic approaches. The research explored the impact of these Total Quality Management practices on East African Breweries Limited’s performance, highlighting the importance of customer-centric strategies and continuous quality improvements. Contingency theory, Service Quality theory, Six Sigma, and Systems theory were reviewed to analyze the gaps that necessitate further research. The target population for the study was 60 managers directly involved with Total Quality Management at East African Breweries Limited, and a census approach was used, eliminating the need for sampling. The study employed an explanatory research design, using questionnaires for data collection. Descriptive statistics were used to present the data in tables and charts, while correlation and regression analysis established the relationship between Total Quality Management practices and organizational performance. The findings revealed that East African Breweries Limited's commitment to Total Quality Management significantly improves its performance, particularly in areas such as customer retention, operational efficiency, and market competitiveness. In conclusion, the study underscores the positive impact of Total Quality Management practices on business outcomes at East African Breweries Limited, emphasizing the strategic importance of a customer-centric approach. The research recommends that organizations in the manufacturing sector, including East African Breweries Limited, adopt comprehensive Total Quality Management practices to enhance performance. Further research should focus on identifying effective customer-centric practices that can be adopted by manufacturing firms for sustained success.
Description
A Research Project Submitted to the School of Business,
Economics and Tourism in Partial Fulfilment for the Award of Degree in Master of Business Administration (Strategic Management Option ) of Kenyatta University, October 2024.
Supervisor
Esther Gitonga