Three elements of product quality perceived by customers:
1 Basic quality - reliability, durability, safety
2 Performance quality - Ride and Handling, NVH, fuel efficiency
3 Excitement quality - craftsmanship, interior features, exterior features
Basic quality is fundational to performance quality and excitement quality. Japanese automakers started from the beginning putting all of their resource to improve the basic quality. Then, they moved to performance quality by benchmarking Detroit automakers. Finally, they are at the third stage to deliver excitement quality. Nobody can claim that Japanese cars are dull these days.
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