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British Journal of Marketing Studies
The paramount objective of a firm or organization is to earn and maximize profit in the long run. To achieve this, firms put in place diverse strategies, one of which is quality improvement. This value-added activity has some attendant cost implications, so also do the failures in a firm's product or service. These cost implications together make up the group of quality costs, and they put a strain on the profit making ability of a firm. The objectives of this study were to find out how qualityfatcat:kjcsgmrc6vbgpahcjk4defkqzi