b.**Facilitating opportunities to enhance customer satisfaction**

According to Savino et al. [22, 23], quality has been recognised broadly as one of the critical factors for success in the global market for all kinds of business. 'TQM is the operational management that is used by a firm for better work, and their ultimate aim is customer satisfaction' ([7], p. 31). Also, ISO 9001 ([1], p. 16) standard holds the view that the organisation shall monitor customers' perceptions of the degree to which their needs and expectations have been fulfilled. In another study on customer satisfaction in the airline industry, Madikwe ([32], p. 14) and [33] argued that customer satisfaction is one of the most critical factors for organisations to improve performance. 'A company with good quality practices easily gains trust and interest from existing customers as well as from potential customers' ([34], p. 3). In concurrence with assertions by these scholars and ISO standards, it can be concluded that customer-centric organisations that strive for customer feedback have the potential to retain their customers and are likely to attract potential customers more than their counterparts.
