An empirical investigation into the impact of product quality dimensions on improving the order-winners and customer satisfaction

The quality of product is a major element through which customers are attracted to purchase and as a result, companies get in return sales and profits. This study aims to investigate how product quality dimensions can improve the order winners from the case study of Apparel Group a leading retailer in Dubai, UAE. 155 customers were surveyed to collect the primary data to test the proposed hypotheses. The results show that performance, features, durability and perceived quality have strong relationships with order-winners, and all such elements improve the winning orders for firms.