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MacDonald, E.K., Kleinaltenkamp, M., & Wilson, H. N. (2016)

MacDonald, E.K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How business customers judge solutions: Solution quality and value in use. Journal of Marketing, 80(3), 96-120. How much is spent on quality is based on the expectations of performance, that is, the expectations of the Customer. Customers may be willing to pay for higher quality if it results in higher performance. Customers will definitely be happy for you to pay to meet higher performance, but they are not necessarily willing to pay for that higher performance unless you can show there is clearly a direct financial benefit. The discussion article explores how quality was built into the product or service to meet, rather than exceed what is called, “The voice of the customer.” Based on your reading and understanding of the article as well as your understanding of quality from your readings, what determines the value of quality? Take a position (state your premise) supporting your position showing the situation (knowledge), an understanding of the situation (comprehension), and how it applies professionally (application). Then, analyze your premise/position with a cited reference or example showing that you have considered all aspects relating to the implementation of your premise as advantages/disadvantages (analysis).

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