quarta-feira, 5 de setembro de 2012
The perceived quality - how customers react to good care
Recently I talked about the difference that quality can mean in competitive markets. Click here to see the post about David A Garvin. Often the quality of the product is not only the product itself, but the service you receive by a person who is usually a salesperson or clerk. All business relationship to purchase, sell, exchange, rent, whatever it is, has at its core character of a very strong personal relationship. In some cases, how a person makes a call will greatly influence the customer's perception about the quality of a product and on what he will say to other potential consumers.
Often clients say that this is the product of good quality simply because they were well attended and had a good grasp on it. When we receive a bad service we have the great impression that this product may not have received the same care during their manufacturing process.
In a world where relationship marketing becomes increasingly powerful, it is important to call attention to the perceived quality. That is not the product but the way people meet us during a procurement process.
I was recently in a Japanese food restaurant, I'm not a fan, but I had a very special service that I found - the one good quality product. In the service quality is even more striking. Visit a hotel and not be approved and may be a sign that cleanliness, hygiene, security and special services also do not have the same quality.
If you are managing a project or is preparing, think about it. Identique points in which you could improve the perceived quality of your product. The ad then gets paid by the customer.