Customer-expected Quality in Organic Products: Evidence from Sarawak

This paper aims to present the customer-expected quality attributes and examine the relationships among product quality, customer satisfaction, and customer loyalty. In addition, the possible influences of customers’ demographics on the quality expectation were also investigated to provide insights for effective market segmentation and targeting. The survey data obtained from the customers were quantitatively analysed and the exploratory factor analysis suggested four key quality expectations, namely authenticity, price, nutritional,and emotional values. All these dimensions are significantly and positively associated with the customer satisfaction and loyalty, with nutritional value being the most important dimension followed by the relative price. The findings also indicate that there are significant attitudinal differences among the customers whose levels of green knowledge are different.