Abstract:

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 today try to understand the need, want and desire of the customers in order to meet customers’ satisfaction. It is difficult to understand customers’ satisfaction thoroughly but through the evaluation made by customers’, firms might be able to capture customers’ preferences. Therefore, the word “quality” is one of the most important factor being considered. The reason for firms to maintain or upgrade their product and service quality is because quality tend to affect customers’ buying pattern and final decision. Each customers has his/her preference in evaluating quality. The objective of this paper, therefore, is to analyze customers’ evaluation determinants on product and service quality in Malaysia. The service quality instrument will form the core of the research approach and the concepts in this paper will follow specific research protocols. A multi-stage sampling approach will be used to select a 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.