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Tumasjan, Andranik; Spörrle, Matthias; Ziebula, Ralf; Brändli, Dieter (Juli 2009): Dimensions of perceived product quality – understanding the consumer’s view. 11th European Congress of Psychology, 07. - 10. July 2009, Oslo, Norway.
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Abstract

Objectives. We identify core product quality components from the consumers’ perspective and construct a psychometrically sound instrument for their assessment within different purchasing contexts. Methods. Study 1 (N = 34) used a qualitative approach to reveal core components of perceived product quality in the context of apparel evaluations. Study 2 (N = 305) was designed to construct and quantitatively validate the quality scale in a retail store setting. In Study 3 (N = 180) using a second purchasing context the scale’s dimensionality was cross-validated in a mail-order context. Results. Six components of product quality emerged (material, workmanship, design, care, color, fit) and explained approximately 75% of the variance in consumers’ product evaluations. Their dimensional structure was validated using confirmatory factor analysis. Differences concerning the quality dimensions’ relative importance were found for the two purchasing situations. Conclusion. The quality scale proved to be reliable and valid in two important purchasing contexts.