External Quality Indicators, Research Paper Example

External quality indicators are typically used by consumers in a prevalent manner. People often associate the way goods and services look with their efficacy. Therefore, presentation is a major aspect of the production process. Different business take advantage of this principle in unique ways. For example, in the restaurant industry, menus often contain food that is photo-shopped or staged to appear more appetizing than the food traditionally served at the restaurant. This sense of sight appeals to the consumer’s hunger, which ultimately enables him or her to select the food that is most appealing. Furthermore, restaurants that are interested in gaining a significant profit are able to prioritize the appearance of more expensive food on the menu. In this manner, they are indirectly influencing the preferences of the individual.

This technique is also applicable to the advertisement of services. In the age of the Internet, a majority of business have websites that provide potential customers with information about their services. As a consequence, it is beneficial for these companies to make their websites appear aesthetically pleasing and appeal to the tastes of the customer. Consumers believe that the organization of the website or other visuals reflect the company’s standards. Therefore, companies with more professional websites are expected to have higher quality services, while those that are disorganized are often overlooked because they are considered to have low quality.

This demonstrates that the presentation of a good or service is important in the marketing process. Consumers often purchase the products that look the best, so it is important for companies to ensure that their products meet these visual requirements to remain competitive in the marketplace.

References

Meyer JA. (2014). Hospital Quality: Ingredients for Success – Overview and Lessons Learned. Retrieved from http://www.commonwealthfund.org/programs/quality/761_Meyer_hospital_quality_over   view.pdf