This paper examines companies' motivations for seeking ISO 9000 certification and the associated marketing benefits. The author conducted a study of ISO 9000 certified companies in the UK through questionnaires. The questionnaires aimed to determine the key reasons for seeking certification and perceived benefits. The results showed that companies primarily sought certification to meet anticipated customer demand and improve operations consistency. The greatest perceived benefits were improved efficiency, increased staff motivation, and reduced quality audits from customers. Overall, the research found that certification helped companies improve their quality management systems and operational processes while also providing marketing benefits like increased customers, market share, and customer satisfaction.
This paper examines companies' motivations for seeking ISO 9000 certification and the associated marketing benefits. The author conducted a study of ISO 9000 certified companies in the UK through questionnaires. The questionnaires aimed to determine the key reasons for seeking certification and perceived benefits. The results showed that companies primarily sought certification to meet anticipated customer demand and improve operations consistency. The greatest perceived benefits were improved efficiency, increased staff motivation, and reduced quality audits from customers. Overall, the research found that certification helped companies improve their quality management systems and operational processes while also providing marketing benefits like increased customers, market share, and customer satisfaction.
This paper examines companies' motivations for seeking ISO 9000 certification and the associated marketing benefits. The author conducted a study of ISO 9000 certified companies in the UK through questionnaires. The questionnaires aimed to determine the key reasons for seeking certification and perceived benefits. The results showed that companies primarily sought certification to meet anticipated customer demand and improve operations consistency. The greatest perceived benefits were improved efficiency, increased staff motivation, and reduced quality audits from customers. Overall, the research found that certification helped companies improve their quality management systems and operational processes while also providing marketing benefits like increased customers, market share, and customer satisfaction.
By Francis Buttle This paper focuses on companies having been motivated to get a certification because of the marketing considerations and benefits. Most companies turn out to put the marketing consideration second on the list of reasons for seeking ISO 9000 certification. Unfortunately parts of the marketing benefits are profitability and process improvement. The paper aims to answer the question, Does ISO 9000 work, and if so with what benefits and costs?. As an experiment, the researchers studied and observed several companies in UK varying in kinds of industries such as primary industry, manufacturing, construction and service sector.
Francis Buttle looked into the 1991 investigation of Rayner and Porter. He found out that out of 20 small and medium enterprises, 70 % stated the marketing benefits for instance, new market entries, customer loyalty and acquisition, and increasing customer satisfaction, are the positive outcomes of having an ISO 9000 certification. Sir Buttle also cited Mann and Kehoe, they found that there is a greater impact on the performance specifically in quality and process. Included in his literature review is the investigation of Straw on metal finishing industry. He read there that most customers reject the pre-certification level of performance of companies. Customers seek the international standard of quality management that the ISO 9000 offers. The researcher is limited to do a study in his on area, UK, but refers to related research papers on this matter.
The research design is not new. He generated questionnaire basing from the literature review he made. He narrowed down the concerns he wants to address regarding the certification of ISO 9000 and market benefits. Mostly the questions were about perception and objective of certification, costs and benefits anticipated by the companies, and the actual cost experience. There were three parts of questionnaires. The first part provided a list of reasons for seeking certification. The second provided a list of benefits of ISO 9000 certification. And lastly, the third part was a question of whether the company is satisfied with the impact of ISO 9000 on its overall improvement. The companies were randomly selected from the 1995 quality assurance register of the Department of Trade and Industry in UK. All the companies were ISO 9000 certified.
In the results and finding the data from the questionnaires were divided into three for analysis. For the first and second part of the questionnaire, the lists were ranked from highest to lowest selections until they had grouped and concluded which more likely are the reasons and benefits. For the last part, looked at the frequency and percentage of who companies who were satisfied. All of these were statistically analyzed. As a result most companies chose the reasons Anticipated demand from the future customers for ISO 9000, Increase consistency of operations and Improve service quality. Most of the companies also chose the benefits improved efficiency, staff motivation and reduced need for quality audits by customer. To conclude companies seeks ISO 9000 certification to improve operational and marketing sections of its quality management system. The benefit with most impact is the profit increase. The market benefits found on the research were increasing and retaining customers, increasing market shares, and improving customer satisfaction.
Almost all the other literature we have read focused on the ISO 9000 being a tool for Quality management system but this is different. I dont fully agree that there are more benefits regarding marketing than quality system but this research paper justify that the cost for seeking ISO certification is worth it. Since there is a profit improvement and marketing benefits present in the outcomes of implementing the standards the expenses used to achieve the certification will be returned in a short amount of time. This research is useful in a sense that it give a different outlook from all the other related literature Ive read. And the objectives of the research are quite similar from the research that our group is doing. References: F. Buttle (1997). ISO 9000: marketing motivations and benefits. International Journal of Quality & Reliability Management, 14 (9), 936-947.