Quality Management, Continuous Improvement, and Total Quality Management

At this point it is already obvious that there is also a broader scope in the ISO standards relating to quality (e.g. including processes and services), but does fulfilling stated and implied requirements contribute to long-term customer satisfaction? Many authors in this field do not believe so. They support the idea of an “attractive quality” that pleases the customer, because it is unexpected. Exceeding requirements only makes sense if the offered solutions surpass the expectations of the costumers — leading to additional benefits for them.