Perceived Quality The perception of something is not always reality. Meaning that a product or service can have high scores on each of the seven dimensions of quality, but still receive a bad rating from customers as a result of negative perceptions from customers or the public. Customers sometimes lack information about a service or product and for comparing brands will rely on indirect reviews. This is usually the case when it comes to a product’s durability because inmost cases it can’t be observed directly. Also, reputation plays a significant role when it comes to perceived quality. It’s easier fora customer to trust the quality of a company’s new product when the established products received positive reviews.
