Customer satisfaction and ISO 9001 improvement requirements in the supply chain

Abstract

Purpose: The purpose of this paper is to investigate the influence of ISO 9001 quality improvement requirements in ISO 9001:2008, i.e. the corrective and preventive actions and internal audit, on customer satisfaction. Design/methodology/approach: For the purposes of the study, data were collected via a survey on 200 aerospace and transportation companies that belong to a Canadian multinational company supply chain. The relationships between the corrective and preventive actions and internal auditing, on the one hand, and customer satisfaction, on the other, were examined via the structural equation modeling technique. Findings: The major contribution of this study is that it has identified internal audit as the most influential continual improvement ISO 9001 requirement prior to the ISO 9001 transition phase, along with the corrective actions, while the preventive actions in the present formulation do not significantly influence customer satisfaction. Research limitations/implications: This study is based on a cross-sectional survey conducted on the supply chain level in the aerospace and transportation sector; hence, a longitudinal study is possible as a future research avenue. The generalizability of this study’s findings is limited to similar supply chains around a multinational company consisted of companies that have at least ISO 9001 standard, but also fulfill other industry-specific requirements. Also, findings are based mainly on quality managers’ attitudes, so future studies are recommended to examine other positions’ views, too. Practical implications: This research contributes to the literature and bridges the gap between theory and practice. It could be of value to both the certification bodies and the organizations that are interested in improving customer satisfaction by implementing ISO 9001 in the multinational supply chains context such as the aerospace and transportation sector. Originality/value: While the influence of the ISO 9001 standard on customer satisfaction has been the subject of prior research, this is the first time that the simultaneous effect of the corrective and preventive actions and internal auditing on customer satisfaction has been studied. The validity of the removal of preventive actions from ISO 9001:2015 has also been analyzed.