This review rationalizes that quality management practices have been adopted as a marketing strategy in the post-liberalized economy. Evaluating the literature and theories of quality management, differences are found in the implementation of quality management practices in manufacturing and service sectors. A critical assessment of literature and a comparison of various quality management models divulge the variables that are proposed to influence service quality and customer satisfaction in manufacturing-oriented services. These variables are categorized as ‘soft’ and ‘hard’ aspects of quality management. The soft aspects include transformational leadership, workplace spirituality, service climate, human resource management practices, employees’ affective commitment and job satisfaction. The hard aspects incorporate the management information system and physical evidence. It is rationalized that the adoption of soft and hard aspects of quality management is essential to achieve service quality and customer satisfaction.
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