ABSTRACT
The real reason why customers return products is that they are dissatisfied. The product being perceived as defective is merely the reason for the dissatisfaction. Some defects are matters of perception and judgment. When specifications say things like “excessive scratches” or “sufficient cleanliness,” unless the terms excessive and sufficient are measurably quantified, the customer’s perception and judgment are the determining factors of whether or not the product is defective. These judgments are influenced by factors at both the conscious and unconscious levels. Education, past work experience with previous employers, experiences from other suppliers, your quality history, and people’s personality quirks all influence what is considered excessive or sufficient.
