An Anaclitic Study of Total Quality Management Strategies to Reinforcement Marketing Performance: Sample of E- Financial Exchange Companies In Iraq

Abstract

This study investigates the relationship between Total Quality Management (TQM) strategies and marketing performance within a sample of e-financial exchange companies in Iraq. Specifically, the research examines the impact of five core TQM dimensions—Top Management Commitment, Internal Quality Improvement, Workforce Empowerment, Learning, and Training—on four key aspects of marketing performance: Marketing Effectiveness, Efficiency, Adaptability, and Research Capability. The motivation behind this study stems from the growing need for companies to improve their marketing performance in competitive environments, regardless of the level of resources such as advanced technology, raw materials, or skilled personnel. Although past studies have explored the connection between TQM and marketing performance, most have been limited to developed countries and have focused on isolated aspects of TQM. This study fills a research gap by addressing the topic in the context of a developing country, namely Iraq. Using a causal-comparative research design, data were gathered through a structured questionnaire based on a Likert scale. The analysis was conducted using Findings indicate that only Internal Quality Improvement has a statistically significant and positive effect on marketing performance. Other TQM factors—Top Management Commitment, Workforce Empowerment, Learning, and Training—did not show significant effects. These results suggest that while certain quality management practices can enhance marketing performance, others may not directly contribute in the same context. The study highlights the importance of adopting targeted quality improvement initiatives and provides practical implications for aligning TQM strategies with marketing objectives in the financial services sector.