TQM and the Role of Customers’ Orientation in Organizational Performance in the Nigerian Aviation Industry

Abstract

The prominence of the business adage that recognises customer as the king has been with us for many decade. However, it appears that in a Seller‘s market the customer may not necessary be considered as the king as he or she usually have no option but to buy the service or the goods available, because of scarcity. This is not to deny the fact that the satisfaction of customers can result to increased patronage of such services and products. Given this background, this study examined the role of customers‘ orientation in organizational performance in the Nigerian Aviation industry, given the adoption of Total Quality Management (TQM) by the industry. A total of 325  respondents were drawn proportionally from 8 domestic airlines in the country, and administered questionnaire. The respond rate was 313. The finding revealed a positive significant relationship between customers‘ orientation and performance in the Aviation Industry. However, customers‘ orientation was not considered a top priority, compared to other TQM factors like effective information, top management commitment‖ and suppliers‘ quality management. The study therefore found the existence of ―seller‘s market‖, which in the absence of quality competition, leave the customers with no option than to patronize what is available. The study therefore recommended that the Nigerian Airlines should consistently monitor the perception of customers to their services so as to know where the gap lies between the offered service and expectations of customers.