• Jesús Cruz Álvarez Universidad Autónoma de Nuevo León (UANL)
  • Jesús Fabián López Universidad Autónoma de Nuevo León (UANL)
  • Carlos Monge Perry Universidad Autónoma de Nuevo León (UANL)
Keywords: voice of the customer, customer satisfaction, manufacturing excellence, total quality management, TQM, TQCSM


In today’s business environment, all organizations are required to focus on their customers in order to fully understand their needs. There is a need to drive and engage strategic actions in order to close any potentials gaps between customer´s expectations and manufacture´s deliverables. Current customer satisfaction theory appears to be excluded from a holistic model that broadly covers the extent of customer satisfaction concept.

This article empathizes the need of an integrated customer satisfaction model that the organization can use as a strategic platform to increase sales, business performance, branding, market share, and customer loyalty, based on specific methodology that translates customer needs into a reliable business plan. 


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