Influence of quality management and allied certifications on consumers

Abstract

Purpose The perception of consumers towards the products or services that are provided by organisations that are certified to various international quality management and allied standards, such as the standards developed by the International Organization for Standardization, has not been extensively researched. Available research is limited to few standards. It is not comprehensively explored if consumers view certified products, services or organisations favourably in each case. This study aims to explore inclination of three consumer categories i.e. retail consumers, business consumers and subject expert consumers towards 11 international management system standards. Design/methodology/approach A survey is carried out among 229 consumers of different types in different countries. Total 11 quality management and allied standards are studied. Similarities and differences among different consumer groups towards these 11 standards are analysed using Chi-square test. Findings The study shows that although all consumer categories perceive products, services, and organisations certified to international management system standards favourably, the inclination towards certification is greater among developing economies than in developed economies. It is also proven that all standards are not equally popular among consumers. The brand name of a certification agency is found not influencing consumer’s preference towards certification. Originality/value The study is unique in three ways. First, it comprehensively analyses multiple quality management and allied standards from consumers’ point of view. Similarities and differences among retail consumers, business consumers and subject experts are researched, which was not attempted previously and thus it shows a novel approach. Second, no other study has analysed so many standards together. Third, differences in perception of consumers towards international standards between developing and developed nations are compared, which was not available earlier for all the 11 standards.