Do customer centricity and innovativeness mediate the relationship between total quality management and the corporate success of SaaS companies?

Abstract

PurposeThis research explores the mediating role of a firm's innovativeness and customer orientation on the relationship between commercial success and total quality management (TQM) in the Indian SaaS (Software-as-a-Service) sector.Design/methodology/approachThe hypotheses suggested for this study were validated using partial least squares-based structural equation modeling on data collected from 189 executives working in SaaS companies in India.FindingsThe findings of this study revealed that a SaaS company's innovativeness fully mediates the relationship between TQM and corporate performance, whereas the customer orientation of SaaS companies partially mediates the relationship between TQM and corporate performance.Originality/valueFindings of this paper indicate that, in addition to TQM deployment, SaaS companies' innovativeness and customer-focused strategy will improve their corporate performance. With minimal research focusing on India, this study may be considered a pioneer work. It can serve as a basis for SaaS company promoters to improve their corporate performance by implementing TQM processes.