Quality Management as a Part of CRM

Karel Havlíček, Pavla Břečková, Vicky Zampeta
European Research Studies Journal, Volume XVI, Issue 4, 15-28, 2013
DOI: 10.35808/ersj/400


The article describes the latest trends in quality management in small and mediumsized companies. The author classifies quality as a subset of marketing management, which is known in modern marketing as customer relationship management. The original concept of quality control based on the quality of a product will gradually be replaced by comprehensive quality management based on the wishes, needs and expectations of customers. Increased competition means that it is not possible to consider quality from the so-called transactional perspective, but only the so-called relational perspective. With regard to the whole process management model, the author adds strategic and operational quality controlling to quality management.

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