Möglichkeiten der gelebten Kundenorientierung sowie Überwachung der Kundenzufriedenheit im Kontext der ISO 9001:2015

Abstract

Customer orientation is the decisive basis for the long-term success of companies. ISO 9001:2015, an international standard for quality management systems, emphasizes customer orientation. It requires organisations to comprehensively meet customer requirements and to continuously improve in the process. Despite certain requirements of the ISO 9001:2015 standard, the practical implementation of these requirements proves to be challenging, especially with regard to the diverse and constantly changing customer needs. Changes in customer behaviour, which make it necessary to adapt strategies, reinforce the need for a more in-depth examination of customer orientation and the survey, monitoring and review of customer satisfaction. The overall aim of the thesis is to shed light on the first principle of quality management, customer orientation. This results in three research questions. These include the following focal points: ISO 9001:2015 requirements for customer orientation, effective methods for monitoring customer satisfaction and integration of customer satisfaction measurements into management review. The methodological approach combines a literature review with empirical research using an online questionnaire. The chapters ‘ISO 9001:2015’, ‘Measuring customer satisfaction’ and ‘Integration into management assessment’ are analysed by means of literature research. These chapters create the theoretical basis for the empirical study by explaining the relevant concepts in detail. In order to ensure the effective application of methods for measuring customer satisfaction, it is crucial to combine different methods. The evaluation of the online questionnaire showed that the sole focus on ISO 9001:2015 is not sufficient to comprehensively ensure customer satisfaction. It was found that the use of specific methods for monitoring customer satisfaction makes a decisive contribution to improving customer orientation. It was found that various methods and processes, such as the guidelines of ÖNORM ISO 10004:2023 and the Plan-Do-Check-Act cycle, can be used to integrate customer satisfaction measurement into the management review.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Staska (Supervisor)