Total relationship management (TRM) and total quality management (TQM)

Companies operate and compete in a highly and aggressive global climate. This climate has led to an increased emphasis on quality. TQM focuses on the integration and co‐ordination, as well as on the continuous improvement of all activities and processes. Total relationship management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between organizations. TQM in marketing can have a major impact upon an organization by improving customer relationships and satisfaction, reducing marketing expenses, increasing sales as well as providing a competitive edge. This paper, is a theoretical and conceptual one, provides marketing and management implications on how to integrate TQM and TRM in order to achieve better quality of the relationships, product/service and the process. The aim of this paper is to shed light on how these approaches, i.e. TRM and TQM, can be integrated, and to suggest how the work on TQM can add impetus to successful TRM. First, the definition and the main philosophy behind TRM are discussed. The common grounds of TQM and TRM are identified. Then some TQM tools are suggested to be used by TRM approach to improve its functions.