Total Quality Management Practices and Performance of East African Breweries Limited, Kenya

Abstract

Total quality management (TQM) is a continuous process that seeks to point out and eradicate managerial gaps in organizations. It also aligns organizational management, enhances good customer service and empowers the training of employees. TQM uses strategies, data and communication channels to bring together the required quality principles into the organization’s activities and culture. This study examined the relationship between Total Quality Management practices and organizational performance at East African Breweries Limited (EABL) Kenya. The study sought to establish the effect of customer focus on the performance of EABL in Kenya. The research examined the effect of continuous quality improvement on the performance of EABL in Kenya. The study also assessed the effect of strategic approaches on the performance of EABL in Kenya. Contigency thory,Service quality theory, Sigma six quality improvement theoryand system  theory of management were reviewed concerning the four variables involved in this study to analyze the gaps that lead to further research. The population target was  60 EABL managers in the departments directly related to TQM practices. Since the population was moderate, there was no sampling. Instead, census method was used and therefore the entire population was included in this study. The study used an explanatory research design where questionnaires were used as a data collection instrument. Descriptive statistics was used to analyze data in tables and charts according to the research objectives. Quantitative statistic processes were also used to derive correlation and regression analysis to establish the extent and nature of the relationship between the independent variables and dependent variables. Construct validity showed a description of whether support is given by case studies concerning the interpretation of variables in the study. The findings of the study indicated a positive significance by benefiting East Africa Breweries Limited in understanding to what extent the total quality management practices impact the performance of the company. The findings demonstrate that East African Breweries Limited (EABL) exhibits a strong commitment to Total Quality Management practices and a customer-centric approach to quality, resulting in enhanced effectiveness, customer retention, and market advantage. EABL's focus on customer satisfaction, loyalty, and market performance highlights the strategic significance of TQM in the company's success and competitiveness. The study concludes that implementing TQM practices can lead to improved business outcomes, emphasizing the importance of effective TQM in achieving better organizational results and market success.