Abstract:
Nowadays, one of the foundations of the successes of companies with high brand equity is that consumers perceive the products or services of the brand as quality. Improving the perceived quality which indicates the quality perception of the consumers, increases purchasing intention of the consumers, market share and profitability of the companies besides the brand equity. This shows the importance of the perceived quality. For this reason, the perceived quality subject is reviewed conceptually in this study. In this study, the evolution of perceived quality in the literature, the dimensions and the measurement of perceived quality are also reviewed in detail. Finally, some proposals are given about what kind of a roadmap that the companies need to follow for improving their perceived quality levels.

Keywords: Quality, Perceived Qality, Quality Cues

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