THE IMPACTS OF QUALITY MANAGEMENT ON CUSTOMER FOCUS IN THE BEVERAGES INDUSTRY

The role of quality management in the organizational spheres cannot be sidelined as it streamlines functional protocols of the firm. Multinational corporations specifically ensure eradication of shortcomings in terms of product quality and service. Specifically, multinational beverages companies in the Pakistani market are continuously striving to optimize quality bar for attaining competitive edge. The respective study focuses on the four contemporary quality management practices, and determines its effects on the customer focus – a sphere of Balanced Scorecard Approach. Organizational support has been also configured in this regard as it has the propensity to engage internal and external employees. The data of two hundred and sixty-two respondents was analyzed using Structural Equational Modelling (SEM) on SmartPLS. The focus remained to examine sequential path analysis of the proposed framework. The outcomes affirmed causality among the constructs.