Channelling customer loyalty

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.

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Year of publication:	1992
Authors:	Brooks, Roger ; Wragg, Tim
Published in:	The TQM Magazine. - MCB UP Ltd, ISSN 1758-6887, ZDB-ID 2024492-7. - Vol. 4.1992, 6
Publisher:	MCB UP Ltd
Subject:	Competitive strategy \| Customer Loyality \| Customer service \| Marketing \| Product quality \| Service quality \| TQM

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/09544789210034716 [DOI]
Source:	Other ZBW resources

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