Integrating Marketing Strategies With TQM Strategies for Enhancing Client Experience in Ethiopia

The integration of marketing strategies and Total Quality Management (TQM) strategies holds immense potential for enhancing client experience in Ethiopia. A sample of 400 participants, including marketing professionals, quality management experts, and business leaders, was surveyed to understand the key factors influencing the alignment of marketing and TQM strategies, the embracing of organizational agility, and their collective impact on client experience in Ethiopia. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to identify the underlying dimensions of marketing strategies, TQM strategies, organizational agility, and client experience. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy. Structural Equation Modeling (SEM) was then employed to examine the mediating role. The findings of this study provide valuable insights into how the strategic integration of marketing and TQM strategies can enhance client experience through the cultivation of organizational agility.