Chapter Objectives
- To outline how quality of both the product and service helps deliver customer satisfaction and meet the promise of the brand.
- To offer frameworks for understanding perceptions of quality from both customer and company perspectives.
- To suggest ways of enhancing product and service quality in ways that are meaningful to customers and potential customers.
- To understand the role that quality plays in supporting brand development.
- To offer suggestions for using quality as part of the marketing message.
Chapter Profile
Customers have been attracted to the organization by the brand that represents it; their continued custom depends on the level of satisfaction that they experience in their interactions ...
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