Dr.K.Baranidharan

Present by…

TOTAL QUALITY

MANAGEMENTTQM

2April 12, 2023

CUSTOMER PERCEPTION

Presented by

Dr.K.Baranidharan

CUSTOMER PERCEPTION OF QUALITY

AMERICAN SOCIETY FOR QUALITY (ASQ) SURVEY SHOWS THAT IMPORTANT FACTORS THAT INFLUENCE PURCHASING ARE

1. PERFORMANCE2. FEATURES3. SERVICE4. WARRANTY5. PRICE6. REPUTATION

5

PERFORMANCE

• Fitness for use• It indicates that the product and services is

ready for the customers’ use at the time of sale.

• Other consideration:• Availability: it is the probability that a product

will operate when needed• Reliability: it is freedom from failure over time• Maintainability: it is the case of keeping the

product operable6

FEATURES

• Features are the secondary characteristics of the product or service• Example: cell phone, TV

7

SERVICE

• Customer service is an intangible in nature.

• Intangible characteristics are those trains that are not quantifiable, but it contributes greatly to customer satisfaction.

• The customer at the right time, even though the customers are not complaining about their service

8

WARRANTY

• Company or organization to give public promise of the quality product.

• It represents a public commitment to guarantee a level of service sufficient to satisfy the customer.

• A warranty forces the organization to focus on the customers’

• The warranty attracts and builds the market.• It encourages customers to buy a service by

reducing the risk of the purchase decisions

9

PRICE

• Nowadays customer is willing to pay a higher price to obtain value.• Also customers expect high quality

products at the lower price.• The organization should identify,

verify and update each customer’s perception of value in relation to each product and service regularly.

10

REPUTATION• The customers are willing to buy

products or service from a known, trusted and reputed organization.

• The total customer satisfaction is based on, not only with the product the entire experience with the organization.

• The reputation of a firm brings the market to them. So organization should strive for customers for life.

11

Factors influencing customer perception of quality

BEFORE PURCHASES AT POINT OF PURCHASE AFTER PURCHASE

Company’s brand name and image

Performance specifications Ease of installation and use

Previous experience Comments of sales people Handling of repairs, claims, warranty

Opinions of friends Warranty provision Spare parts availability

Store reputation Service and repair policies Service effectiveness

Published test results Support programs Reliability

Advertised price for performance

Quoted price for performance

Comparative performance

12

Dr.K.BaranidharanTHANK YOU