This doctoral thesis explores and builds upon the construct of product quality, which remains unexplored and under-researched for all its significance and importance. Product quality has long been considered the single most determinant factor for any company's long-term success and profitability. Theoretical conceptualization of product quality always stressed its multidimensional nature, yet no theory consistent and generalizable measure of product quality existed. This dissertation aims to contribute to the above mentioned fundamental research gap in the marketing and operations management literature by developing a multidimensional measure of product quality and validating it against the established metrics, which are currently employed to predict customer intentions and behaviors.