Title :
Quality after the scale: a marketing tool [telecommunication products]
Author :
Thatcher, Ance W.
Author_Institution :
Thatcher Group, Windham, NH, USA
fDate :
10/1/1988 12:00:00 AM
Abstract :
Reviews how vendors of electronic telecommunications products can modify the quality factors associated with service after the sale to increase or decrease perceived values. The author makes the following points: reliability is the key measurement of quality for high-technology products; customers are willing to pay more for reliable (i.e. better quality) products; resolving design and manufacturing deficiencies after the sale is the most costly way to address product problems; and almost all products require service, and customers will pay more for prompt and effective service, so that quality after the sale can be a marketing tool
Keywords :
quality control; reliability; telecommunication equipment; electronic telecommunications products; high-technology products; marketing tool; quality after the sale; quality factors; reliability; Communication equipment; Consumer electronics; Costs; Customer satisfaction; Electronic equipment manufacture; Maintenance; Marketing and sales; Q factor; Telecommunications; Warranties;
Journal_Title :
Selected Areas in Communications, IEEE Journal on
