Evaluating Product and Service Quality in Malaysia: A Framewok for Customers' Perspective

Following the advances in technology and the improving standard of living, customers now are more particular with the products and services they purchase and use. Furthermore, firms try to understand the need of consumers in order to meet their requirements. It is difficult to understand customers satisfaction thoroughly but through customer evaluation, firms might be able to capture their preferences. Firms need maintain or upgrade their product and service quality because quality tend to affect customers' buying pattern and decision. The objective of this paper, therefore, is to analyze customers' evaluation on product and service quality in Malaysia. The service quality instrument will underpin the theoretical framework of this papers. We will use qustionnares to collect data from sample of 1000 participants. The findings from this research, we hope, will be critical in firms' choices and decisions related to custmers' needs and preferences. We will also highlight the theoretical implications of this paper.