Quality Management System (QMS) is expressed as the systematic set of operational procedures, policies and objectives which are documented, maintained and controlled by the company to achieve its quality objectives and continuous improvement in the overall system of the organization. This study aims to explore the role of QMS implementation in improving customers' satisfaction. The perception of the customers about the products manufactured by the organization with and without ISO 9001 have been explored. A modified SERVQUAL model has been used covering six major dimensions entitled: (i) tangibles, (ii) reliability, (iii) responsiveness, (iv) assurance, (v) empathy, and (vi) price & sales to analyze the impact of customers' satisfaction. A comprehensive structured questionnaire was used for the survey with 24 individual customers and 11 small and medium sized enterprises (SMEs). The results showed that there is a significant impact of QMS implementation and ISO certification on customers' satisfaction. The customers easily rely on an SME if it has implemented QMS successfully and practicing effectively.
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