The Impact of Total Quality Management on Sustainable Performance in Palestinian Service Sector: The Mediating Roles of Green Innovation and Green Marketing Orientation رسالة ماجستير

Abstract

Going green has emerged as an essential environmental priority in modern corporate operations across the globe. To determine the relationship between total quality management (TQM) and sustainable performance (SP), this study examined the mediating roles that green marketing orientation (GMO) and green innovation (GI) play in this relationship in the service sector of Palestinian companies. To this end, a literature analysis was carried out to support the study's methodology, reviewing numerous cited papers and according it seven hypotheses were developed. A quantitative approach was employed, gathering data from 88 high-level employees participating in different Palestinian service sectors in the West Bank of Palestine. Smart PLS using the partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. The results show that TQM positively impacts SP. Also, it was found that GI and GMO partially mediate the relationship between TQM practices and SP. This study enhances the current literature by providing actual evidence that assists practitioners in addressing challenges connected to TQM practices and SP in the service sectors concerning GI and GMO. The study proposes that companies ensure that top management supports green practices. Through TQM practices, they should also increase staff awareness of environmental challenges. The limits and suggestions for further research, particularly in developing countries, are also highlighted in this thesis.