Quality Management and Customer Preferences

Apparently, it is beyond doubt that customers do value the quality of the products and services they obtain from the business community. Garvin describes quality as the ability to meet customers’ needs. He asserts that several elements can be used to define the quality of goods and services (Foster, 2009, p.12). Such factors include performance, operational features, aesthetics, reliability, durability, conformity, perceived quality, and serviceability.

Garvin reiterates that satisfaction among customers should not be restrained to goods alone. It should also be extended to services. According to research conducted by economists, it is clear that customers establish a balance between price and benefits obtained from the goods and services acquired (Foster, 2009, p. 44). For this reason, marketers should often equate the value of goods and services with price. In order for businesses to deliver excellent services and products, they should exactly understand customers’ tastes and preferences (Linder, 2011, par. 1).

However, it is worth noting that different customers have various perspectives pertaining to what they really value in goods and services. Typically, not all dimensions used by businessmen to attract customers are appealing to them in a similar way bearing in mind that preference of certain brands by marketers is an indication of how customers perceive their goods and services (Linder, 2011, par. 2).

According to Foster (2009, p.27), businesses should try as much as possible to comprehend their clients’ tastes and perspectives. Consequently, they will be able to increase the success rate of marketing their merchandise. For instance, Big W is a departmental store located in Australia that deals with sales of major products such as households, leisure, health, farm, entertainment, and kids’ products. In the process of expanding its sales coverage, it has established a series of stores in Australia. At the same time, the company has increased several components, including groceries. Currently, the company has put in place several links both at the local and international levels. Needless to say, employees and managers in the company are very keen on analyzing and adhering to consumers’ tastes and preferences.

Quality characteristics

Big W has formulated several strategies to improve the value and quality of its merchandise. For instance, electronic accessories such as landline phones have been improved to attract more buyers. In the meantime, it has maintained lower prices for these phones to enhance affordability by customers. Furthermore, the company has also increased its durability, making customers prefer them, unlike those of other companies. Moreover, Big W marketers have advanced the serviceability of landline phones to avoid inconveniencing their clients.

In line with this, the anaesthetics in the products are highly advanced to enhance competitiveness among products from similar companies. Additionally, stake-holders have improved their perceived quality to match with consumers’ tastes (Sparks & Legault, 2010, par 1). To emphasize this, the company has improved the features of landline phones of products to suit the likes of customers. Continuous effort to resolve and improve the quality of the products has made this company achieve high status in the world as one of the most prominent marketers of landline phones in different destinations of the world.

On the other hand, in terms of service provision to customers, the Australian postal services have been improved even though they are governed by the government. However, the postal authorities have improved their delivery services hence encouraging more clients to use and enjoy their services. Moreover, in their perceived quality strategies, they have established new systems that allow clients to obtain savings accounts and acquire passports by means of Posta. Additionally, the Australian postal corporation has enhanced the reliability of services rendered to customers. For instance, through the use of airmail, it has enhanced the effective delivery of mails to clients in time. Currently, the level of performance of postal services has conformed adequately to the demand and taste of users.

Definition of quality

Garvin described several approaches to determining the quality of products and services offered to customers. Such include transcendent, product-based, user-based, value-based, and manufacturing-based approaches (Improvement Foundation, 2007 par 2). In my case, I consider a product-based approach in considering customer preferences in goods and services. This approach is based on the fact that goods and services should be determined to be of high quality by the merit of their measurable features and attributes (Improvement Foundation, 2007, par 2). For instance, in Big W Company, those products which are good looking and have peculiar features have been perceived to be of high quality by consumers. Besides this, postal services that are effective and modern are distinguished to be the best by clients.

Understanding quality characteristics

Entrepreneurship in business is about exchanges between buyers and manufacturers. Since it is a continuous process, businessmen ensure that they win customers’ favour for the future (Linder, 2011, par 3). For this purpose, it is important to understand the quality characteristics of products or services in order to ensure the constant inflow of customers (Anon, 2011, par 1). Companies are able to sustain a royal group by offering quality products and services hence guaranteeing their future sale.

Vividly, customers’ influence on future purchase is dependent on the present quality of goods and services obtained in the market. If at any time they feel dissatisfied, they are likely to change their purchase sites in the future (Global Logic, 2010, par 3). It is evident from research conducted that the quality of products derived from companies highly influences purchases in the future either positively or negatively (Linder, 2011 par 5).

Customer preferences

In my opinion, I feel that marketers should gain insight into clients’ tastes and preferences since it increases loyalty among customers for their products. According to economists, it is advisable for businesses to foster qualitative satisfaction to clients and their target groups (Businessdictionarycom, 2011, par 2). This can be done by conducting an analysis of clients’ preferences. The latter analysis will assist businesses to identify which products are highly preferred and to what extent customers are willing to purchase them (Global Park, 2010, par. 2).

Additionally, considering customers’ preferences will help businessmen to make vital and reliable decisions that will favour customers. In line with this, this will help companies to optimize more designs in terms of services and products (Global Park, 2010, par. 1). In order to accomplish this, they need to survey and access customers’ abilities and preferences for such goods and services. Furthermore, it may also be helpful in advertising campaigns. Businessmen only take time and incur costs in advertising to those goods and services that are preferable to clients. They are able to put more attention on products that are on high demand and therefore become cost-effective (Global Park, 2010, par. 3).


To recap it all, customers’ taste and preference is a vital aspect to put into consideration, especially by businesses which interact with customers on a regular basis whether through the exchange of goods and services or customer care experience. It is worth to note that companies should not match the quality of goods and services with price. Instead, they ought to ensure that customers obtain high-quality products at affordable pricing.

Moreover, the thorough insight of customers’ needs and preferences will help in altering design in which goods and services are offered to consumers in the most satisfactory way. Additionally, this will foster efficient decision-making among manufacturers who are able to produce goods that are of high quality alongside being cost-effective. Companies should maintain a high trend of quality products since this is likely to affect future sales and profitability.


Anon. 2011. What is Perceived Quality? Web.

Businessdictionarycom. 2011. Perceived quality. Web.

Foster, S. 2009. Managing Quality: Integrating the Supply Chain, 4th ed. Upper Saddle Rive. Hoboken: Pearson-Prentice Hall.

Global logic. 2010. Customer Research Services: Facilitating High-Value Customer Interactions.. Web.

Global Park (2010). Gain Valuable Insight into Customer Preferences. Web.

Improvement Foundation. 2007. What is Quality? Web.

Linder, D. 2011. Understand your Customer. Web.

Sparks, E. & Legault, D. A. 2010. Definition of quality for total customer satisfaction: the bridge between manufacturer and customer. Web.