THE RELATIONSHIP BETWEEN QUALITY ASSESSMENT AND PERFORMANCE IN FOOD FIRMS IN GUILAN PROVINCE Masoumeh

If design and implementation of quality assessment system in organizations be based on individual circumstances; can be improved performance of organizations. In recent decades with increasing development of science and technology, development of modern technologies and community development, competition between productive and service firms has been more, and institutions and administrative organizations with each mission and objective and perspective are required to respond to customers, clients and stakeholders. This will not happen unless trough implementation of duties and activities in order to achieve the objectives and development and organizational excellence. So, evaluate the results of performance is considered as an important process of strategic. Quality and performance is the critical and determinant factor of implement organizational development programs. In present research the impact of different levels of quality assessment on performance of food production companies has been studied according to David Garvin model in food industry. Based on this model; information, speed of customer service – commercial experience – firm size, product innovation in food firms in Guilan province has been investigated. Research method is correlation and for analysis of data was used from SPSS for test hypotheses. Results of research indicate that a quality dimension is effective on performance of food firms. Keyword : Speed Customer Service, Company Size, Commercial Experience, Notices, Performance, Innovation Introduction Over the years especially in the last twenty years several models have been proposed to measure the performance of organizations that each of specific terms examined Performance of an organization (Tangen 2005). In 1996 literature related to performance measurement by Falaini and Nobel divided two time periods. In the first period that lasts until 1980 raised patterns focused on within organizations and examined as one-dimensional the Performance (financial situation). In the second period of from the late 1980s continues to the present in addition to the internal environment pay attention on the external environment and instead focus on one dimension will be reviewed different dimensions. (Neely1999) Arabian Journal of Business and Management Review (Nigerian Chapter) Vol. 1, No. 8, 2013 43 The issue expression of research One of the key questions that can be raised is Why should pay to quality? In other words, attention to quality provide what the opportunities and advantages for organizations? However, attention to product quality not only unlike many companies, will not increase the cost of mentalities, rather in two ways causing increase profitability, Through gaining market share than other companies and through savings in costs. (Amini 2009) Provide quality services has improve the organization's ability satisfy the organization requirements as effective because Since the organization has received what have needs their customers. Reducing or eliminating unnecessary services. (Goudarzi 2005) The most basic definition of quality is coordination and adapt with customer demands and this means organizations should attempted to identify the needs of their customers. (KandamPully 2001) Parasouman Research in 1985 shows that amount of provided service quality is function from the difference between customer perceptions and expectations. (Stromgernan 2007) Previous research 1. Research by Zinhal (1999) was performed with subject "Assessed the quality of provided service from government agencies in view customer in Canada". Based on results of this study dimensions of service quality from the customer perspective has been identified in 9 cases that include 1.Tangibility 2.Trustworthy 3.Responsibility 4.humility and modesty 5.Validity 6.Availability 7 . Interrelated 8.Understanding 9.Safety. 2. A study is performed by three researchers named Akim Walter, Tailemo muser, and Gabriele Halfert (2002) With the Subject of "Impact of satisfaction, trust, value and relationships on customer's loyalty and commitment in America". Results of this research shows customer satisfaction leads to customer trust and eventually increases their loyalty and commitment. 3. Valerie et al (1998) in study defines the service quality as follows : a) Aspects of services tangible including the construction physical facility provider to personnel b) The reliability of service means the ability to provide services under the terms of promised c) Responsive means organization tend for help to customers and provide services d) Competence means employees knowledge and skills and their ability to customer attract and confidence e) Empathy with the customer showing attention to customer Theoretical Research Speed customer service : Included speed of movement and speed of reaction (Coveyr 1990). Speed of movement is the shortest interval person can be into motion whole body or part of it Arabian Journal of Business and Management Review (Nigerian Chapter) Vol. 1, No. 8, 2013 44 in a few seconds and also speed of reaction is the minimum interval between the stimulus and motor response to it. (Aaker 1996) Company Size : Considers the range of employees less than 50, small companies and also from 50 employees to 500 employees, big company. (Gilaninia 2011) Commercial Experience : Amount of years organization is working in business. (Gilaninia 2012) Notices : Related to Gathering, organized, Save, Recovery, Translation, Transfer, convert, and data application. (Mehregan 2011) Performance : intended the evaluation criteria of performance measurement system, as Coordination, compliance with the organization's strategy, carried out the systematically of operation, capabilities use in different organizations, system dynamic, having important aspect of the organization, compliance with performance relations, and having benchmarks. ( Anderson & Jordon 2007) Innovation : Innovation is The process of getting a creative idea and turning it into products and services and new methods of operation (Alanby 1998). Innovative is Adopt new ideas for the organization, so innovation is a change based on new ideas. (Bourne 2003)