The modern meaning of “quality”: analysis, evolution and strategies

• The modern concept of quality has evolved beyond Garvin’s traditional eight dimensions, incorporating new aspects such as sustainability, customization, and innovation.
• Quality strategies should align with modern consumer expectations, focusing on usability, efficiency, perceived quality, and other dimensions directly impacting customer satisfaction and sales.
• Firms must balance utilitarian, hedonic, and perceived risk dimensions to meet consumer needs, improve product offerings, and drive business success.

The concept of quality, originally defined by Garvin’s eight dimensions in 1987, has evolved to meet the increasingly complex demands of modern consumers. New dimensions such as customization, sustainability, innovation, and usability have emerged as essential quality components. These updated criteria reflect consumers’ growing focus on personalization, ethical production, and product efficiency. As the market becomes more dynamic, firms must recognize that traditional quality measures, like durability and aesthetics, are insufficient and must be supplemented by new dimensions that resonate with today’s sophisticated buyers.

To develop effective quality strategies, businesses should emphasize dimensions that directly influence consumer satisfaction and sales, such as performance, perceived quality, and serviceability. These utilitarian aspects ensure that products meet customers’ practical needs while also standing out in terms of innovation and user-friendliness. Additionally, firms should consider hedonic elements like pricing and exclusivity, which enhance brand loyalty and consumer engagement, though they may not directly impact product quality. Embracing this broader view of quality helps organizations remain competitive and responsive to changing market conditions.

Moreover, managing perceived risks—such as product safety, traceability, and authenticity—is critical in building consumer trust. However, while customers highly value these factors, they tend to have a lower direct correlation with sales. This suggests that firms need to focus on these dimensions more as a long-term investment in customer relationships rather than immediate revenue drivers. Ultimately, quality management today requires balancing traditional and modern dimensions to create a comprehensive, consumer-focused approach that enhances both product offerings and business outcomes.

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