The synergic relationship between TQM and marketing in creating customer value

Purpose – The purpose of this paper is to analyse the relationships between marketing and quality in the value-creation process. Design/methodology/approach – The paper combines the findings from a literary review and multiple case studies to develop a conceptual framework of the synergistic relationship between total quality management (TQM) and marketing in creating customer value. Findings – Two main conclusions arise from the study: TQM is a platform for the full realisation of marketing potentialities by revitalising the marketing concept and fostering its implementation; and TQM and marketing are complementary and synergistic in facilitating efficient management of the process of value creation and delivery. Research limitations/implications – The developed framework is only part of the complex relationship between marketing and quality. Nevertheless, it provides a solid basis from which to integrate the knowledge, tools, and methodologies of marketing and quality. Practical implications – The study provides valuable practical insights into the effective management of marketing and quality in the creation and delivery of customer value. Originality/value – The paper addresses a gap in the literature by analysing the synergistic links between TQM and marketing in the value-creation process.