Quality is often associated with expense. We expect to pay more for a gold-nibbed fountain pen, for example, than a regular pall-point pen. A five star hotel is considerably more expensive than a private guesthouse. Even comparing like with like, consumers are often willing to pay for better quality.
What pleases a customer most, however, is superior quality for the same amount of money, or even better, for less money. Although some products and services may have magical quality about them, quality is rarely the result of magic. Output is strictly the result of input. For example, a…
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