Dr.K.Baranidharan
Present by…
TOTAL
QUALITY
MANAGEMENTTQM
218 August 2013
CUSTOMER
PERCEPTION
Presented by
Dr.K.Baranidharan
CUSTOMER PERCEPTION OF
QUALITY
AMERICAN SOCIETY FOR QUALITY (ASQ)
SURVEY SHOWS THAT IMPORTANT
FACTORS THAT INFLUENCE PURCH...
PERFORMANCE
• Fitness for use
• It indicates that the product and services is
ready for the customers’ use at the time of
...
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 quantifi...
WARRANTY
• Company or organization to give public
promise of the quality product.
• It represents a public commitment to
g...
PRICE
• Nowadays customer is willing to pay
a higher price to obtain value.
• Also customers expect high quality
products ...
REPUTATION
• The customers are willing to buy
products or service from a known,
trusted and reputed organization.
• The to...
Factors influencing customer
perception of quality
BEFORE PURCHASES AT POINT OF PURCHASE AFTER PURCHASE
Company’s brand na...
Dr.K.Baranidharan
THANK YOU
TQM - CUSTOMER PERCEPTION - FINAL YEAR CS/IT - SRI SAIRAM INSTITUTE OF TECHNOLOGY - DR.K.BARANIDHARAN
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TQM - CUSTOMER PERCEPTION - FINAL YEAR CS/IT - SRI SAIRAM INSTITUTE OF TECHNOLOGY - DR.K.BARANIDHARAN

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EE&FA - CUSTOMER PERCEPTION - FINAL YEAR CS/IT - SRI SAIRAM INSTITUTE OF TECHNOLOGY - DR.K.BARANIDHARAN

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TQM - CUSTOMER PERCEPTION - FINAL YEAR CS/IT - SRI SAIRAM INSTITUTE OF TECHNOLOGY - DR.K.BARANIDHARAN

  1. 1. Dr.K.Baranidharan Present by…
  2. 2. TOTAL QUALITY MANAGEMENTTQM 218 August 2013
  3. 3. CUSTOMER PERCEPTION Presented by Dr.K.Baranidharan
  4. 4. CUSTOMER PERCEPTION OF QUALITY AMERICAN SOCIETY FOR QUALITY (ASQ) SURVEY SHOWS THAT IMPORTANT FACTORS THAT INFLUENCE PURCHASING ARE 1. PERFORMANCE 2. FEATURES 3. SERVICE 4. WARRANTY 5. PRICE 6. REPUTATION 5
  5. 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 operable 6
  6. 6. FEATURES • Features are the secondary characteristics of the product or service • Example: cell phone, TV 7
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 12. Dr.K.Baranidharan THANK YOU

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