Studying the role of market orientation on customer satisfaction with the TQM approach in Qazvin's Mellat branch banks

In today's world, with the progress of science and tremendous transformation in organizations, the need to apply science in business is felt more. Total quality management (TQM) has been proposed for many years as a suitable way of running businesses, and organizations have tried to use new management methods in order to stay competitive and grow, and one of the most widely used methods is Total quality management. Until now, many researches have been conducted regarding the effect of market orientation on business performance and customer satisfaction of companies, the results of which lead to the extreme tendency of companies to market and outside the company, regardless of the internal factors of the company and its own product.  This research examines the effect of market orientation on customer satisfaction according to the Total quality management approach. Therefore, its purpose is to propose a theoretical model for the simultaneous attention of companies to the internal factors of the company, including the product, and external factors, including the market, and it can also be a suitable model for use in different industries of the country. The results of examining the hypotheses of this research show that the indirect effect of market orientation and the presence of Total quality management activities is greater than its direct effect on customer satisfaction in the investigated financial institution. Furthermore, based on the results of this research, market orientation activities, unlike many other researches in this field, have no effect on customer satisfaction. Therefore, market-oriented activities will lead to improvement of customer satisfaction process only with the presence of Total quality management system.