CONCEPTUAL-MODEL OF THE QUALITY PERCEPTION PROCESS

Companies in Europe and North America today accord product quality its place on the list of paramount strategic issues. An important element of a marketing strategy based on quality is consumers' perceptions of quality. In this article, the psychological underpinnings of perceived quality judgments are examined, and a model of the quality perception process is developed. Attention is given to the role of personal and situational variables in the formation of quality judgments. The model might serve as a frame of reference to integrate future research on perceived quality. Its relevance for marketing strategy and public policy are discussed. © 1990.