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Theory of Attractive Quality and  Lifecycles of Quality Attributes
Karlstads universitet.
Linköping University, Department of Management and Engineering, Quality Technology and Management. Linköping University, The Institute of Technology.
Karlstads universitet.
2011 (English)In: The TQM Journal, ISSN 1754-2731, Vol. 23, no 2, 235-246 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this study is to shed further light on the dynamics of quality attributes, as suggested by the theory of attractive quality. The study aims to investigate the existence of the life cycle for successful quality attributes and to identify alternative life cycles of quality attributes.

Design/methodology/approach – The research is based on two surveys in which a total of 1,456 customers (708 in 2003 and 748 in 2009) participated in the classification of quality attributes. In particular, the study investigated how customers perceived 24 particular packaging attributes at two points in time, in 2003 and 2009.

Findings – The study identified three life cycles of quality attributes: successful quality attributes, flavor-of-the-month quality attributes, and stable quality attributes. The research also extends the theory of attractive quality by identifying the reverse movement of certain quality attributes; that is, that a quality attribute can take a step backwards in the life cycle of successful quality attributes through, for instance, a change in design.

Originality/value – The paper provides empirical evidence for the existence of several alternative life cycles of quality attributes. The results of the empirical investigation increase the validity of the theory of attractive quality, which is important, given the limited amount of research that has attempted to validate the fundamentals of the theory of attractive quality.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2011. Vol. 23, no 2, 235-246 p.
Keyword [en]
Customer satisfaction, Quality
National Category
Humanities Mechanical Engineering
URN: urn:nbn:se:liu:diva-74336DOI: 10.1108/17542731111110267OAI: diva2:483185
Available from: 2012-01-25 Created: 2012-01-25 Last updated: 2012-02-02

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Witell, Lars
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