Int. J. of Technology Intelligence and Planning   »   2014 Vol.10, No.2



Title: Exploring the dimensions of product quality: implications for marketing and R&D management


Author: Murray R. Millson


Address: California State University, Monterey Bay, College of Business, 100 Campus Center, Valley Hall, Bldg. 82A, Rm. 110, Seaside, CA 93955, USA


Abstract: The purpose of this research is to study the relationship between Garvin's (1987) product quality dimensions and new product market success. To pursue this study, the following research questions were investigated: 1) Which product quality dimensions have the greatest influence on the perception of overall product quality? 2) What product quality dimensions have the greatest impact on dimensions of new product market success? The study data suggest that the product quality dimensions that influence overall perceived product quality are not the same dimensions that impact new product success. Additionally, not all quality dimensions impact new product market success measures to the same extent. This research suggests that to increase customers' new product purchase intentions, marketing & R&D need to assure customers' needs for desired product features are fulfilled and that marketing personnel must collaborate with R&D to assure that new products perform in a manner that significantly solve customers' problems.


Keywords: product quality; marketing; research and development; new products; market success; R&D management; purchase intentions; customer needs; collaboration.


DOI: 10.1504/IJTIP.2014.068015


Int. J. of Technology Intelligence and Planning, 2014 Vol.10, No.2, pp.87 - 107


Available online: 12 Mar 2015



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