THE PROBLEM AND ITS SCOPE
When the term quality is used, we usually think of an excellent product or service that fulfil or exceeds our expectations. These expectations are based on the intended purpose and the selling price. Product quality is rapidly becoming an important competitive issue. In fact, it is the reason why firms, industries and other businesses continue to exist in the market whether the offered product is a good or a service (tangible or intangible). A strong product is important to the success in the market. The strength of these products reflects the whole experiences of buying and using it, making quality as an important component of product value. “Quality is the most important of the competitive weapons” (Dale Besterfield 2009). But quality is also one of the reasons why businesses fail. In a recent study of the business units of major North American companies, managers ranked “producing to high quality standards” as their chief current concern. The American Society for Quality (ASQ) defines quality as a subjective term for which each person has its own definition. In technical wage, quality can have two meanings: The characteristics of a product or service that bear on its ability to satisfy stated or implemented needs, or a product or service that is free of deficiencies. The actual quality of a product is a vital part of a consumer’s perception of a good or service. Quality can describe any attributes in a set of characteristics that satisfy or disappoint the customer, including usability, reliability, and durability. An actual product can influence a consumer’s perception on its quality, but in the end, particularly with non-durable goods, a customer’s actual experience will determine their perception of quality. According to the International Organization for Standardization (ISO), quality must meet the quality requirements of its customer’s satisfaction, in the sense that a certain products must meet certain specifications and standards. Product quality must therefore reflect customer’s needs and those needs may not coincide with other industry standards. A customer who appreciated the quality of an item will be happy to repurchase it (Rodoula Tsiotsou 1999). On the basis, product quality has an important influence on customer satisfaction and loyalty. To achieve customer satisfaction and loyalty, each part of the organization must work properly together. Each part, each activity, each person in the organization affects and is in return affected by others. Errors have a way of multiplying, and failure to meet the requirements in one part or area creates problems elsewhere, leading to yet more errors, yet more problems and so on. This problem made it possible for the researcher to make and will conduct her study particularly an assessment of product quality of Marikina Shoe Exchange (MSE) company, specifically at Mindanao State University, Marawi City where direct selling is very common for students. The latter company provides shoes for students through their franchise dealers, who are mostly students too. This study would like to assess the quality of every shoe of MSE the student purchased by obtaining information from them. Theoretical Background
The concept of customer value represents a dramatic improvement over the traditional approach to quality, the “conformance to specified standards” approach. It extends the concept of quality to include user perception and consequences. However, it still falls short of the concept of Total Quality, which stresses the importance of quality in every concept of an organization. There are many ways to define market segments; Garvin (1988) suggests eight dimensions of quality. Performance, which refers to the primary operating characteristics of a product, in these terms, the performance of a product, would correspond to its objective characteristics, while the...
Please join StudyMode to read the full document