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Linking Quality Attributes with Customer Purchasing Decisions: A Comparison of Two Methods

Summary: This article uses two different survey methods to link quality criteria to customer purchase decisions. Specifically, a decision modeling technique and a direct questioning approach were used to investigate the influence of four quality criteria on hypothetical purchasing decisions made by 262 logistics managers. Results from both techniques demonstrate that respondents' decisions are influenced differentially by different quality dimensions. Specifically, professional logistics managers were most influenced by one quality attribute - accuracy/on-time performance - in making their service purchase decisions. The authors argue that this information can help managers gain greater leverage from their investment in quality improvement efforts.

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  • Topics: Customer Satisfaction and Value
  • Keywords: Decision making,Simulations,Quality philosophy,Customer surveys
  • Author: Spencer, Barbara; Crosby, Leon
  • Journal: Quality Management Journal