Concept Of Quality Analysis

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3.17 The concept of perceived quality: Reference was made to the difficulty in defining the concept “quality”. The point of view from which many of these definitions were formed is from the so-called “objective quality” perspective. This is a concept used to describe the actual technical superiority or excellence of products and is determined and controlled by the service provider (the product based- and manufacturing based approaches). The judge of quality, however, has always and will always be the customer. The customer judges the quality and his/her perceptions create an image of good or bad quality. This statement is supported by Parasuraman (1986) Schneider and White (2004) and Zenithal (1998) where they express a preference for the …show more content…

Several factors can influence this image, like the technical and functional quality, price, external communications, physical location, appearance of the site and the competence and behaviour of service firms’ employees. Also points out that, if a customer has a positive image of a business because of one or more of the abovementioned reasons for instance the customer will tend to find excuses for negative technical or functional quality. If the negative experience with quality however, continues, that person’s image of the service provider will deteriorate. In the same way, a negative image may easily increase perceived problems with service quality. In the case of service quality perception, the service provider’s image can be regarded as a …show more content…

He classifies each of these six criteria into his three-dimensional service quality model. The first of these criteria, professionalism and skills, is outcomes-related and is therefore a technical quality dimension. The last criterion, reputation and credibility, is image related and will fulfill a filtering function. The other four criteria, namely attitudes and behaviour, accessibility and flexibility, reliability and trustworthiness, and recovery, are all process-related and represent therefore the functional quality

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