A benchmark process for measuring consumer perceptions of total quality

Noel Mark Noël

University of South Florida

Introduction

Benchmarking is a systematic and continuous process for measuring products, services or practices against those of the competition so as to gain information to improve performance (APQC 1993). Benchmarking is a standard by which others may be measured over time, and is critical to management performance and effectiveness. It is rated as one of the most applied and favoured tools of strategic management (Rigby 2001). A substantial amount of literature is devoted to the benchmarking of management processes, including total quality management (TQM) (ASQ Quality Press 2013). However, benchmarking has not received much attention in the marketing literature because of a lack of methodologies and the consumer measurement tools to aid in the process (Donthu et al. 2005). A consumer-driven benchmark process and measurement for consumer perceptions of total quality have remained elusive for a variety of reasons.