Title: Evaluating Product and Service
Quality
in Malaysia: A Framewok for Customers’ Perspective
Abstract: Following the advances in
technology
and the improving standard of living, customers now are more particular
with
the products and services they purchase and use. Furthermore, firms
today
try to understand the need, want and desire of the customers in order
to
meet customers’ satisfaction. It is difficult to understand customers’
satisfaction
thoroughly but through the evaluation made by customers’, firms might
be
able to capture customers’ preferences. Therefore, the word “quality”
is
one of the most important factor being considered. The reason for firms
to
maintain or upgrade their product and service quality is because
quality
tend to affect customers’ buying pattern and final decision. Each
customers
has his/her preference in evaluating quality. The objective of this
paper,
therefore, is to analyze customers’ evaluation determinants on product
and
service quality in Malaysia. The service quality instrument will form
the
core of the research approach and the concepts in this paper will
follow
specific research protocols. A multi-stage sampling approach will be
used
to select a sample of 1000 participants. The findings from this
research,
we hope, will be critical in firms’ choices and decisions related to
custmers’
needs and preferences. We will also highlight the theoretical
implications
of this paper.
Authors: Quek Ai Sang and Uchenna C. Eze
