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

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.