Quality marketing is a customer-oriented approach and its key priority is customer satisfaction. Its main objective is producing products and services as per customers’ desires and making them available to customers at the right place, at the right time, and at affordable prices. Want to know the dimensions of quality marketing? Perfect! Continue reading to get detailed insights about the dimensions of quality marketing.
Dimensions of Quality Marketing
Two dimensions can define dimensions of quality marketing, such as performance quality and market-perceived quality. Performance quality is all about meeting must-have requirements and is viewed internally from a firm’s perspective. Market-perceived quality is all about consumers’ perceptions and it is based on their perspective. Here are 8 dimensions of quality marketing that you should consider while designing, developing, and delivering your products or services:
Performance
Performance refers to the primary characteristics and functions of your product or service. It includes measurable characteristics, which makes it easy to measure the overall performance. For example, you can easily check performance by figuring out “Does the product or service do what it is supposed to do”.
Features
Features are additional characteristics that complement the basic functions of your product or service. While designing or developing a product or service, focus on adding some extra features to enhance the appeal of your product. It also helps you to maintain a strong relationship with your customers. For example, adding a personal feel to mobile devices.
Reliability
Reliability is related to performance and focuses on how long a product will work without fail within a specified time and according to the specifications of the product. It is important to pay close attention to reliability because customers want products that perform consistently. For building a powerful image of your brand, reliability is a major contributor. For example, the reliability of computing devices is a key component for many users.
Conformance
Conformance is closely related to both performance and features. It is precision that ensures the product or service meets the specified standards. If a product is developed based on performance specifications, then check if it performs as specified standards. If the product is based on design specifications, then check does it conform to all the specified features. For services, you can measure conformance in terms of accuracy.
Durability
Durability is one of the eight dimensions of quality marketing and is closely related to warranty. It measures the lifespan of a product. It means how long a product will last or work and under what conditions. Measuring the lifespan of a product can be complicated when repairing is possible. You can measure durability through both economic and technical dimensions.
Serviceability
Serviceability is the speed with which a product can be maintained or repaired easily. It also includes competence, the behavior of the support team, and reliability of service. So, it means your product should be easy to maintain and repair. Serviceability is a key element for end users because it helps them to calculate the total ownership cost of a product. To provide great serviceability, you can install a toll-free phone number or chat support for your customers.
Aesthetics
Apart from functionality and features, how your product looks is also important for end-users. The aesthetic is not only about how your product looks but also includes the taste, smell, sound, or feel of your product. It is based on individual preference because all people don’t prefer the same taste, look, or smell. So, when it comes to aesthetics, you cannot satisfy every single customer. But you can analyze patterns to figure out which products your customers like most.
Perceived Quality
Perceived quality is all about customers’ opinions and how they perceive your product or service. It is based on customers’ experience with your brand. It means a product or service may have a high score in the above 7 dimensions of quality, but still can score a low rating because of negative perception from customers. So, that’s why perceived quality is very important out of the 8 dimensions of quality marketing. To get positive feedback from your customers, you need to achieve customer satisfaction.
Final Thoughts on Dimensions of Quality Marketing
The overall quality of a product depends on two factors:
- How well your product or service meets must-have requirements.
- Whether your product or service exceeds the expectations of your customers?
First, focus on fulfilling the basic needs and then go beyond the expectations of your customers. In this way, you can receive high satisfaction with your products or services.
Let us know in the comments what dimensions you consider while implementing quality marketing.