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Quality is the relationship between what customers expect, and what they get. If a customer's expectations of a product are low, then he or she will not be disappointed if the product turns out to perform badly. On the other hand, if a customer has been led to expect a high-quality product and the product performs badly, he or she is likely to respond negatively. Of course, if the product performs even better than expected, the quality will be perceived to be high.

Perception of quality is closely related to perception of value for money. For example, a restaurant meal might cost anything from £5 per person ...

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