Factors affecting total quality management in e-commerce businesses

This study aims to fill the gap in the literature in this field by examining Total Quality Management (TQM) practices in e-commerce businesses in Azerbaijan. In the research, the effectiveness of quality management in the e-commerce sector and the effects of digital marketing tools on customer satisfaction and brand awareness were discussed. In the study, quality management practices in large e-commerce businesses operating in Azerbaijan were evaluated by using survey and interview methods. The findings show that TQM has been widely adopted by e-commerce companies and plays an important role in increasing customer satisfaction. Additionally, digital marketing tools have been found to increase customer interaction and help brands gain a competitive advantage. The research aims to contribute to future studies on the effects of quality management and digital marketing in the e-commerce sector.