Extrinsic or Intrinsic Motivation to Implement a Quality System and The Effect On Customer Satisfaction. : A study of ISO 9000 certified companies 

Introduction: In order to maintain strong relationships with customers, a lot of firms have invested in improving quality; this has led to an increase of quality programs. One of the most prominent quality standards is the ISO 9000 series, however prior research has different views whether or not the standards are beneficial. Two of the areas where disagreement exists regarding ISO 9000, are its effect on customer satisfaction and furthermore how the different motives behind the implementation can affect the outcome of ISO 9000. Hence this paper aimed to seek an explanation between these two matters and fill the research gap, where it was conducted on companies deployed in Sweden. Purpose: The purpose with this research is to explain how the different motives behind the implementation of ISO 9000 effect customer satisfaction. Methodology: A quantitative study was performed, with a cross-sectional research approach, where a questionnaire was used to collect the data. This resulted in 102 answers, where the questionnaire was sent out by e-mail to one representative for each firm. Conclusion: The study concluded that it was no difference between extrinsic and intrinsic motivation to implement ISO 9000 and its effect on perceived quality, perceived value and customer expectations. It was also discovered that those who had the ISO 9000 series performed well with regards to their customer satisfactio