Verification of the Factors of Quality Image Formation in Advanced Companies with Emotional Value

Takumi KATO, Kazuhiko TSUDA

The concept of product quality is said to include not only objective value (functional value) such as performance and durability but also subjective value (emotional value) such as beauty and perceived quality. In recent years, companies such as Apple and Samsung, which have excellent emotional value, are emerging, which is a major source of competition in the manufacturing industry. However, few studies quantitatively verify the quality factor and composition ratio based on customer perceptions. Therefore, in this study, we verify these aspects based on customers’ pure recall. Furthermore, we examine differences between advanced companies with emotional value and other companies.