PRODUCT QUALITY: MARKETING ASPECTS AND CURRENT CHALLENGES

Abstract

The article explores the transformation of product quality concepts within a rapidly changing business environment. It reviews various definitions of "quality" in light of current trends and analyzes the impact of digital technologies on consumer value creation. The study identifies that digitalization shifts marketing focus toward product quality and efficient logistics, ensuring rapid delivery without compromising product integrity. Particular emphasis is placed on the "servitization" of business, reflecting a transition from selling physical goods to providing comprehensive solutions that include digital support, personalized adaptation, and ongoing maintenance. Digitalization is found to enable greater personalization and supply chain transparency, which are critical for building consumer trust. The paper argues that an evolutionary approach to digitalization allows manufacturers to enhance quality management by moving from passive compliance to proactive value creation. In this model, quality evolves from a static metric into a dynamic process of integrating digital tools across production, management, and marketing. Furthermore, the use of Big Data and Artificial Intelligence facilitates a shift from mass marketing to hyper-targeted communication, where quality is defined by the real-time relevance of the offering. Augmented and Virtual Reality tools make visualization an essential component of quality, allowing consumers to objectively verify product parameters during the selection stage. The article characterizes the "Quality 4.0" concept, which leverages the Internet of Things, cloud computing, data analytics, and AI to automate and optimize production while minimizing costs. However, digitalization also presents challenges, such as information overload, data privacy concerns, and input data inaccuracies. Finally, the study highlights that the high level of environmental awareness among Ukrainians and their willingness to pay a premium for "green" products confirm that environmental safety and verified sustainability are now key determinants of product quality and competitiveness in the domestic market.