The Importance of Quality (AQA GCSE Business)

Customer Expectations

• Quality products are those whose characteristics and features satisfy the needs of customers

• Customers may consider products or services to be of good quality if they:

  • Look good and are sold by a reputable business or brand

  • Are reliable and durable

  • Are safe and fit for purpose

  • Receive good customer service, including after-sales service

Diagram: Factors that Influence Quality Perception

The perception of quality is influenced by the brand, the product and the customer service

• Many businesses set quality targets to focus staff and resources on meeting customer expectations:

  • Train operator Southeastern sets punctuality targets for trains

    • In March 2024, 87% of Southeastern's trains were on time, slightly higher than the national average

  • Save My Exams sets targets for positive Trustpilot reviews

    • It currently achieves a five-star 'excellent' rating

  • Pizza chain Dominos sets targets for home deliveries completed within 30 minutes of customers placing an order

    • Customers are fully refunded if their pizza arrives after this time!

• The quality of a businesses products can provide a competitive advantage

  • High levels of quality can be used in promotional activity and provide a unique selling point for businesses in competitive markets

  • Successfully developing a USP for quality can ease expansion into new markets as a result of the positive reputation it creates

  • Increased finance may be available to fund marketing activity to improve brand recognition and attract new customers 

• Quality is closely linked to price

  • High quality products can usually command a high price

  • Lower quality products may need to be sold at a discount to persuade customers to buy them