Abstract
Japanese industries always must create customer for ensuring sustainable competitive position under globalization. Customer creation is attainable with customer satisfaction and customer value creation through quality assurance and quality creation. Although TQM has focused customer satisfaction through fitness for customer needs, TQM doesn't necessarily contribute enough to customer value creation. In this article, subjects for the successful TQM are discussed from the perspective of customer value creation to establish sustainable competitive superiority, and then successful key factors are presented as follows: 1) Organizational activities are implemented with consistency, continuation and thoroughgoing. 2) Better relationships among the organization and its stakeholders are established throught customer relationship management and activation of autonomous activities. 3) Various aspects of quality are evaluated in related customer value space. 4) Requirements on competitive superiority of customer value creation and corporation value creation are defined and fulfilled. 5) Power brand strategies are deployed systematically and effective problem solving activities are implemented for realizing customer value creation under leadership and commitment of top management. 6) Contact points interacted between customer and the brand are systemized and managed. 7) Customer value creation activities are implemented through policy management and daily routine management and supported effectively by information and communication technology.
