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首页> 外文期刊>International Journal of Quality & Reliability Management >Implementing capabilities-based quality management and marketing strategies to improve business performance
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Implementing capabilities-based quality management and marketing strategies to improve business performance

机译：实施基于能力的质量管理和营销策略以改善业务绩效

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摘要

Purpose - The purpose of this paper is to study the impact of successfully coordinating infrastructural capabilities, such as technology, and structural capabilities, such as people, on the performance of service businesses. Effective coordination of these two types of capabilities is shown to impact the implementation of quality management practices and the design of marketing strategy, both of which when utilized properly, lead to enhanced organizational performance. Design/methodology/approach - The authors surveyed retail banking firms for this study to analyze empirical data on infrastructural and structural capabilities. Results were corroborated on the basis of in-depth interviews with several banking managers to provide real world verification of the findings. Findings - Results indicate that both infrastructural and structural capabilities positively impact the design of marketing strategy, while only structural capabilities impact the implementation of quality management practices. Both, successfully implemented quality management ideals and a well-designed marketing strategy, are shown to enhance overall organizational performance. Research limitations/implications - Research was conducted on a specific sector of the service industry, the banking sector. Also, the relatively small size of the study sample may have impacted the outcome of research applicability in some large businesses. Continuously emerging financial regulations could not be incorporated in the study. On the positive side, strong managerial feedback provides guidance toward adopting the study results, and lays the foundation for future research. Originality/value - As today's rapidly evolving society pushes people out of service encounters, replacing them with efficient and cost-saving technology, roles of both the people and the technology in an organization must be fully understood. This paper shows that, despite the exponential growth of technological innovation, both people and technology are critical to enhancing organizational performance through sound quality management practices and supportive marketing strategies.
机译：目的-本文的目的是研究成功协调基础结构能力（如技术）和结构能力（如人）对服务企业绩效的影响。这两种功能的有效协调已显示出会影响质量管理实践的实施和营销策略的设计，这两种方法如果使用得当，都可以提高组织绩效。设计/方法/方法-作者针对这项研究调查了零售银行公司，以分析有关基础设施和结构能力的经验数据。在与几位银行经理进行了深入访谈的基础上，对结果进行了核实，以对结果进行真实的验证。研究结果-结果表明基础设施和结构能力都对营销策略的设计产生积极影响，而只有结构能力会影响质量管理实践的实施。成功实施质量管理理念和精心设计的营销策略都可以提高整体组织绩效。研究的局限性/意义-研究是针对服务业的特定领域，即银行业。同样，研究样本的规模相对较小，可能会影响某些大型企业的研究适用性结果。不断出现的财务法规无法纳入研究。从积极的方面来看，强大的管理反馈为采纳研究结果提供指导，并为将来的研究奠定基础。独创性/价值-随着当今快速发展的社会将人们从服务中解放出来，用高效且节省成本的技术代替他们，人们和技术在组织中的作用必须得到充分理解。本文表明，尽管技术创新呈指数级增长，但是人和技术对于通过完善的质量管理实践和支持性营销策略来提高组织绩效至关重要。

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