A quality strategie means that the brand will be perceived as superior to other brands in its reference set. To understand what drives perceived quality and to manage it the underlying dimensions need to be determined:

  1. Performance
  2. Conformance to specifications
  3. Features
  4. Customer support
  5. Process quality
  6. Aesthetic design

In a service context quality is based on the perceived competence, responsiveness and empathy of the people with whom customers interact. A trend is a greater emphasis on the process that customers experience rather tahn the output of the experience bacause often the output is harder to differentiate.

 

Perceived quality and financial performance; perceived quality was found to affect ROI directly because the cost of retaining customers is reduced and indirectly because it allows a highger price to be charged and enhance the market share. Perceived quality also drives stock return, a measure that reflects long-term performance. 

 

Total quality management; to distinguish itself with respect to delivering quality to customers a firm needs a quality focused management system that is comprehensive.

 

Signals of high quality; fit and finish dimension can be a quality signal. In pursuing a quality strategy it is usually critical to understand what drives the perception of quality and then focus on small but visible elements. It is crucial to understand not only what customer believe is important but also what drives those perceptions. 

 

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