Quality as a competitive priority: a marketing-operations interface

Abstract

Firms aim to achieve permanently profitable operation which is influenced by customer demand, in addition, demand is affected by the quality of goods to be sold. That is why in order to succeed in business, companies do not only have to be productive, they also have to provide excellent quality. This paper argues that marketing has a key role in achieving customer satisfaction, and eventually, the cooperation of marketing and operations is just as important.