The Commercial Influence of Quality

Quality, long time considered like a mean, especially an industrial one, changed nowadays its size and become a larger concept, named ”the total quality”. Answering to the customer requirements it involve now relevant factors linked to human resources, organization, marketing etc. The total quality must be incorporated into a strategic context. More and more researchers and practiciens give the quality a special place in the strategically decisions of a firm, and must be taken into account two levels: one objective, intrinsic and another, perceived by the client. In practice, paradoxically, the objective quality is often the most difficult to be appreciated by the customer and we can see that an industrial qualitative service could not be appreciated in the absence of a global quality of the performance. Marketing offer many examples to confirm that point of vue. It is obviously that the quality of a product influences the demand. A disappointed customer doesn’t make a good publicity and that means a diminution of sales.