Organizational learning, customer orientation and total quality management : a case of the Floriculture Sector in Uganda

Abstract

Organisational Learning (OL), encompassing knowledge acquisition, knowledge sharing and shared implementation, serves as the foundation for continuous improvement and innovation within the floriculture business. By focusing on customers, learning insights are gained and can be translated into customer-centric strategies, product offerings, and service enhancements tailored to meet the varying preferences and demands of floral consumers. Consequently, products and services delivered by floriculture businesses consistently meet or exceed customer expectations in terms of freshness, aesthetics, and variety thus resulting in Total Quality Management (TQM). In this study, we have examined TQM as influenced by OL and Customer Orientation (CO) in the context of two floricultural firms namely; Fiduga and Wagagai Limited in Uganda. The study aims to shed light on how organizations in this sector can leverage learning processes, customer insights, and quality management principles to thrive in a competitive market environment while fostering long-term customer loyalty and profitability. A cross-sectional and correlational designs were used in the study. I used stratified random sampling method to select 157 respondents, of which 57 were from Fiduga and 100 from Wagagai. Data was collected using standardised questionnaires which were distributed to the respondents. Here, the stratified random sampling method was used. Data was analyzed using statistical packages for social scientists (SPSS). Specifically, Pearson moment correlation coefficient and linear regressional analysis were used to test the hypotheses. Findings revealed that OL is significantly related to CO (r = .595**); customer orientation is significantly related to TQM (r = .650**); and OL is significantly related to TQM (r = .709**). Furthermore, OL was found to be the best predictor of TQM (β = .50**, and t = 7.70**). In my conclusion, the findings showed that OL and CO play a critical role in cultivating TQM, which is desirable for success in the floriculture sector. I therefore recommend the realignment of the sector to prioritise and promote organizational learning through customer orientation to achieve Total Quality Management.