Relationships Between TQM Practices and Market Share: A Study of Jonap Table Water Limited Ekureku-Abi Local Government Area, Cross River State, Nigeria

Abstract

The study evaluated the relationships between TQM practices and market share of JONAP Table Water Limited Ekureku-Abi Local Government Area of Cross River State, Nigeria. The specific objectives were to examine the extent to which top management commitment, employees’ involvement on quality, quality measurement and benchmarking and leadership support related with market share of the organization. The study employed research survey design. The population of the study was 150 respondents. The study used a structured questionnaire using 5 points Likert Scale of SA=5, A=4, Undecided=3, D=2, and SD=1. The sample size was 108 respondents using Krejcie and Morgan Table of 1970 for sample size determination. Cronbach Alpha Coefficient was used to validate the reliability of the instrument with the coefficient index of 96%. The study employed Product Moment Correlation Coefficient, using Statistical Package for Social Sciences (SPSS) version 23, to analyzed the data and test the hypotheses. The study revealed that top management commitment has a positive and significant relationship with market share of JONAP Table Water Limited (r=0.879, p=0.000). The study also found that employees’ involvement on quality has a positive and significant relationship with market share (r=0.934, p=0.000). The study also revealed that quality measurement and benchmarking has a positive and significant relationship with market share (r=0.904, p=0.000). The study also revealed that leadership support has a significant relationship with market share of the organization (r=0.872, p=0.000). The study recommended that top management should put in more efforts, supports, and commitments to quality issues and decisions by reviewing and checking quality standards regular in order to produce quality products and service constantly and increase market share of the organization steadily. The management should also give adequate room or opportunities for workers to contribute actively during quality decisions and other organizational problems for quality products and increase market share to be maintained and sustained on a regular interval. The management should at all times measure and evaluate quality standards and performance of the organization regularly in order to ascertain the competitive position and market share continuously. The management should also apply good leadership styles and supports that can enhance good quality standards on the organizational products and services in order to improve market share and performance level steadily.