Customer orientation in quality and food safety outcomes: The mediating role of quality management
DOI:
https://doi.org/10.24215/23143738e171Keywords:
quality management, organizational performance, customer orientation, food safety, food industryAbstract
This study examines the mediating role of quality management (QM) in the relationship between customer orientation (CO) and quality and food safety performance (QFSP) in the food and beverage industry of Bogotá, Colombia. A theoretical model is proposed and validated using partial least squares structural equation modeling (PLS-SEM). Data were collected through a questionnaire based on previously validated scales, administered to quality managers and general directors. The results show that QM mediates the relationship between CO and QFSP. Specifically, CO exerts a positive and significant influence on QM, which in turn positively impacts QFSP. The originality of the study lies in the empirical validation of this mediation model in the context of an emerging market, shedding light on the mechanism through which customer-oriented strategies are translated into operational outcomes. This work contributes to the body of knowledge on quality management by offering a validated framework with theoretical and managerial implications. While the findings exhibit contextual limitations, they underscore the need to integrate QM as a central strategic element to capitalize on customer orientation in the food industry.
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