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2
Why Customers’ Perception
of Quality Is So Important
No two people see the external world in exactly the same way. To every
separate person a thing is what he thinks it is—in other words, not a thing,
but a think.
—Penelope Fitzgerald
GOALS OF THIS CHAPTER
Chapter 2 provides an overview of some of the current methodologies
and processes that are used by many companies to increase eciency,
improve quality, and better serve customers. It gives examples of suc-
cessful implementations of some of them, and also explains why they
are insucient to measure, evaluate, and improve customers’ perception
of quality.
Also included in this chapter are som ...