| Summary: | First of all, the importance of quality is the result of a competitive business
environment. As more similar businesses spring up, as is the case in the 1990s, organisations start searching for a competitive edge, i.e. a strategic
uniqueness, which will distinguish them from their competition One of the strategic routes seen as an answer by many academics and practitioners has been an increased concentration on customer satisfaction by providing quality goods and services (Nel and Pitt, 1993). Secondly, providing quality goods and services has been empirically proven to lead to improved profits, increased market share and customer loyalty
(Buzzell and Gale, 1987; Luchs, 1986; Heskett et al , 1994).
|
|---|