Exploring the Impact of Product Quality and Failures on Customer Behavior: An Integrated Analysis of Quality Perceptions and Prior Relationship Dynamics

Diplôme Thèse Exploring the Impact of Product Quality and Failures on Customer Behavior: An Integrated Analysis of Quality Perceptions and Prior Relationship Dynamics eng 2025-09-09 2025-09-09 author Vahidi Fereshteh 919342 director Paulssen Marcel 682571 Recherche et enseignement GSEM (RESEM) 208 10.13097/archive-ouverte/unige:187654 urn:nbn:ch:unige-1876546 GSEM 159 This dissertation introduces an integrative framework that connects operational product quality metrics with customer-experienced quality metrics and their associated behavioral outcomes. It challenges dominant practices in operations and marketing that rely heavily on complaint data and use customer satisfaction as an all-encompassing quality metric. To bridge operations management and marketing, the dissertation comprises three articles, each targeting a distinct segment of the quality–customer behavior link. The first examines customer reactions to failures, the second explores the moderating role of prior relationships, and the third evaluates the predictive power of quality metrics. Together, these studies demonstrate the interdependence of operations and marketing disciplines and highlight the value of aligning internal quality management systems with external customer behaviors. By doing so, this work contributes to the literature on product quality, quality management, and customer behavior, and provides practical insights for organizations seeking to improve both internal processes and customer-facing outcomes. Customer Behavior Product Quality Failures Durable Products Satisfaction Brand-Self Connection Dewey 650 115 Institute of Management S3 false f4b812e5-713f-4eba-8ee9-a45c6e10bef5 Thesis Private Vahidi_Fereshteh_PhD_Thesis_2025.pdf 3653915 application/pdf 5b79c334e5baa74f6093107114f7a098aa1eeabce32ed5060372f679a7b8dc40 61fbdfd3-b64c-4b5d-81ff-1705afd49c32 Imprimatur Public VAHIDI_Fereshteh_Imprimatur.pdf 42969 application/pdf 202a4aa2cad9becea222ca1e2c3b23ae2d367e83812ee5101d7ecac4c30620b2 closedAccess Faculté d'économie et de management / Institute of Management

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Exploring the Impact of Product Quality and Failures on Customer Behavior: An Integrated Analysis of Quality Perceptions and Prior Relationship Dynamics				2025	94	0

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Vahidi, Fereshteh

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