1Rafi Ahmad Lone is research scholar (Ph.D.) in Department of Commerce, University of Kashmir, Srinagar, 190006, E-mail: rafilone.scholar@kashmiruniversity.net
2Mushtaq Ahmad Bhat is Professor and Former Head Department of Commerce, University of Kashmir, Srinagar, 190006, E-mail: mb@uok.edu.in
Product quality and customer loyalty has attracted immense scholarly attention because it directly translates into increased profits. Firms compete on quality, customers search for quality, and markets are transformed by quality.It is a key force to delight customers, firm profitability and the economic growth of nations(Deming, 1982). For survival and success of business operations, quality is considered as most integral part of any competitive marketing strategy.Better product quality will maintain a high level of customer satisfaction, which encourages customers to make their next purchases, thus, customer loyalty is gradually formed. Loyal customers are willing to pay more, express higher buying intentions, resist switchingand also leads to endorsing the goods and services to their friends and associates.In view of the growing importance of product quality and its impact on customer loyalty, present study attempts to review the two constructs, their dimensions and relationships and to offer suggestions, on the basis of review of literature, for improved business decisions.
Product Quality, Dimensions of Product Quality, Customer Loyalty, Dimensions of Customer Loyalty, Customer Satisfaction
