Channelling customer loyalty

Abstract

Describes how focusing on total product quality (TPQ) can provide a new form of competitive differentiation, bearing in mind the move towards product parity. Considers that the role of marketing is vitally important in building TPQ, as a good quality product can be so easily let down by poor Service quality. States that service should be used to sell products in the marketplace and create added value for the customer.

Citation

Brooks, R. and Wragg, T. (1992), "Channelling customer loyalty", The TQM Magazine, Vol. 4 No. 6. https://doi.org/10.1108/09544789210034716