产品质量维度和感知质量的定义及关系

The Definition and Relationship of Product Quality Dimensions and Perceived Quality

质量维度和感知质量是质量管理及市场营销领域的重要概念,通过分析现有文献发现,它们的定义存在相互包含的矛盾以及缺少内在联系等问题。运用规范分析纠正了现有概念的定义错误,并创新性地提出具有实践价值的产品生命周期感知质量的概念。产品开发中,必须重视质量维度被顾客感知的效果,才能提升顾客的购买意愿和满意度。企业不应该使用非本质属性的质量信息进行过度市场宣传,应不断改善质量维度的关键属性,从而提升顾客对产品生命周期感知质量的满意度,建立品牌声誉和顾客忠诚度。

Quality dimensions and perceived quality are the important concepts in area of quality management and marketing.It is found that there is definition conflict and no inherent relationship between them by literature review.Correction to current definition of quality dimensions and perceived quality is done,and new concept of perceived quality of product life cycle is raised up with practical value analyzed.In the new product development process,to increase the consumers’purchasing intention and satisfaction,it is crucial to focus on the convert of quality dimensions to consumer’s required perceived quality.Firms should not use quality information of extrinsic attributes for excessive advertising,on the contrary,they should improve the intrinsic quality attributes of quality dimensions to maximize the consumers’satisfaction on the perceived quality of product life cycle,then build up brand reputation and consumer’s loyalty.