A study of the application of total quality management tools and techniques in resolving customer satisfaction: The case of Plascon South Africa

Abstract

Plascon South Africa received ISO9001 certification in 1991. However, the company continues to receive a high number of customer complaints despite the lauded benefits of ISO9001. The objectives of the present study included identification of the major complaints received by Plascon. These were assessed with the view of employing the relevant tools of Total Quality Management.

A comprehensive analysis using quality tools such as Pareto analysis, cause and effect diagrams as well as concepts of problem solving methodologies was carried out. Some concepts of the Toyota and six sigma problem solving techniques applied systematically to identify the major causes, of quality concerns that have been experienced for a long period. Use of quality tools was demonstrated to be effective in identifying root causes of quality problems. Quality techniques for problem solving and continual improvement were applied for the purposes of improving customer satisfaction levels at Plascon. A qualitative design was employed in gathering primary data. Secondary data was used to compliment the views of questionnaire respondents.

The top three complaints included packaging and filling problems, physical properties (lumpy, bitty and high viscosity) and incorrect colour. Thus the main sources of customer dissatisfaction were not directly on the product quality of paint but rather on peripheral features that are also important determinants of quality. The study recommended a structured quality training program coupled with process improvements in the labeling section as well introduction of a formal Plascon problem solving procedure in a similar fashion to the Toyota problem solving concept.