Must-Be Quality

Must-Be Quality refers to the basic features or conditions that customers expect in a product or service. These are the fundamental requirements that, if absent, lead to dissatisfaction, but their presence alone does not increase satisfaction. For example, a hotel room should be clean and safe; these are expected standards. Meeting Must-Be qualities prevents customer dissatisfaction, but exceeding them doesn't necessarily delight the customer. They are essential for basic functionality and customer expectations, serving as the foundation for a product's or service's value.