Strategic conceptualization and operationalization of digital orientation to support organizational TQM performance

A digital orientation in TQM performance brings about numerous advantages, including data-driven decision-making, enhanced efficiency, flexibility, improved customer experience, continuous improvement, effective communication, competitive advantage, and stimulated innovation. This research focuses on bridging the knowledge gap by exploring the connection between organizational TQM performance and the antecedents of digital orientation, considering the lack of empirical research in this domain. Using data gathered from surveys of 310 small to medium-sized IT companies in India, the study evaluates a novel conceptual framework through structural equation modeling (SEM) analysis employing the partial least squares (PLS) technique. The results underscore the importance for businesses to seize the opportunity presented by digital technologies and the ongoing trend of digitalization in their industries. This involves committing to adopting these technologies, taking into account their maturity and intensity, and enhancing digital capabilities to foster resourcefulness and creativity, thereby improving organizational TQM performance. By providing a deeper understanding of pertinent antecedents of digital orientation and how they should be strategically deployed within organizations, this research contributes to the body of knowledge on organizational TQM performance and digital-oriented solutions. The findings reveal a positive impact of digital maturity, digital intensity, and digital ecosystem transformation on organizational TQM performance. Additionally, it is demonstrated that the relationship between organizational TQM performance and digital capability is mediated by digital ecosystem transformation.