Title: Assessing key factors in consumers' evaluation of product and service quality

Authors: Quek Ai Sang; Uchenna Cyril Eze

Addresses: Faculty of Business and Law, Multimedia University, Jalan Ayer Keroh Lama, Bukit Beruang, 75450, Malacca, Malaysia. ' Department of Marketing, School of Business, Monash University, Sunway Campus, Jln Lagoon Selatan, 46150 Bandar Sunway, Selangor, Malaysia

Abstract: This paper is one of the rare efforts to assess service and product qualities. The objective of this paper, therefore, is to analyse customers' evaluation of product and service quality in Malaysia. The service quality instrument underpins the theoretical framework for this paper. The analysis was based on 219 valid responses. Analysis indicates that product quality and service quality variables influence customers' evaluation. The findings will be critical in firms' choices and decisions related to customers' needs and preferences. Firms need to maintain or upgrade their product and service quality measures to be able to attract and retain customers as changes in the business environment and the influence of new technology become more pervasive in this 21st century. We also highlighted the theoretical implications of this paper.

Keywords: product quality; service quality; customer evaluation; customer perceptions; Malaysia; key factors; consumers; quality variables; choices; decisions; customer needs; customer preferences; quality measures; customer retention; new technology; innovation; learning.

DOI: 10.1504/IJIL.2012.047141

International Journal of Innovation and Learning, 2012 Vol.11 No.4, pp.415 - 435

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 26 Apr 2012 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article