According to the study of Oakland, there is a strong linkage between meeting customer requirements, quality, and enhanced profitability of an organization. As per the author, if a company greatly meets the needs and wants of customers through its products or services than such products or services are considered as of higher quality among customers. Consequently, quality products then enhance profitability of company in the marketplace. Similarly, Burke mentioned that quality product or those products that have the ability to solve problems and issues of customers. Moreover, it has also stated that irrespective of higher material used during production processes, products can never been considered as of higher quality if they are unable to meet requirements of customers. Andersen and Grude argued that it is not necessary for companies to make their products as of higher quality by satisfying needs of the targeted customers. Quality products are those products that have manufactured with higher quality and expensive production processes. Kerzner stated that quality only be achieved if a company is able to maximize its revenues and profits with incurring minimum costs. Meeting requirement of customers is essential; however, is it not an enough condition to define quality.
From strong perspective of Atkinson, Crawford, and Ward, it has stated that quality is always created and the best way through which it is created is to meet customer requirements. In addition, major quality issues faced by corporations operating at global level are due to failure in meet customer requirements. Quality issues in relation to not meeting customer requirements can better comprehended by considering example of Toyota. As per Business Insider, Toyota has renowned all over the world among its B2B and B2C customers mainly because of quality management practices that the company followed. The success behind the company is its production system that emphasizes on continuous improvements in manufacturing activities in order to not to compromise on quality. Despite of excellent quality management and production system, Toyota still confronted quality issues by not meeting safety requirements of its customers. The foremost reason behind the issue was uncontrolled acceleration caused due to uncomfortable floor mats and sticky gas pedals. This issue has negatively influenced sales volume of the company, which in turn declines its profitability in the market place.