The role of total quality management in enhancing customer satisfaction in Gulf Cooperation Council (GCC) countries.

This study examined the role of Total Quality Management (TQM) practices, specifically continuous improvement, customer focus, process management, and employee engagement, in advancing sustainability and enhancing customer satisfaction in the telecommunications sector, focusing on three firms in Gulf Cooperation Council (GCC) countries. Secondary quantitative data from quarterly reports (2019-2023) were analyzed using descriptive, correlation, and regression methods with STATA software.•The findings indicated an increase in net promoter score over the study period, reflecting firms' commitment to addressing changing customer needs.•Employee engagement and process management had a positive and statistically significant effect on customer satisfaction.•Integrating TQM practices to enhance customer satisfaction in telecommunications.