Unpacking the Nexus between Total Quality Management and Marketing Performance: A Theoretical and Empirical Discourse

Abstract

This study evaluated the effects of Total Quality Management (TQM) on marketing performance in small and medium-sized firms (SMEs) within Delta State, Nigeria. Specifically, the study examined the effect of Customer focus, ongoing growth, staff involvement, and quality verification on marketing success. A quantitative study strategy was chosen, employing a cross-sectional survey technique. Data were obtained using a standardised questionnaire distributed to managers and senior workers of the chosen SMEs, resulting in the analysis of 320 valid replies. Descriptive statistics, multiple regression analysis, and Structural Equation Modelling (SEM) using SPSS and SmartPLS were employed to examine the provided hypotheses at a 5% level of significance. The findings indicated that all the aspects of TQM display a beneficial and statistically significant effect on marketing performance. Among the TQM qualities, continuous improvement revealed as the most important predictor of marketing performance, followed by customer focus, staff engagement, and quality assurance. The data also indicated that TQM practices collectively explained a considerable proportion of the variance in marketing performance, showing high explanatory and predictive capacity of the model. The research demonstrates that the introduction of quality-driven management methods into marketing activities promotes customer happiness, brand reputation, sales growth, and overall market competitiveness. Consequently, the research suggests that SMEs should institutionalize total quality management ideas as a strategic weapon for augmenting marketing performance and retaining competitive advantage in a dynamic business environment.