The purpose of this study is to examine the impacts of TQM practices on customer satisfaction and innovation performance in the Malaysian manufacturing and service sectors. A questionnaire survey was conducted to 241 firms and hypotheses were verified using a structural analysis. The results reveal that the adoption of TQM practices can have a positive impact on customer satisfaction and innovation performance in Malaysia. This paper offers some imperative insights to assist the management team when comes to the restructuring of their TQM practices, thus making sure that the practices adopted are able to enhance both the innovation level and customer satisfaction within their firms.
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Lee et al. (2010) studied this question.