The objective of this study is to identify the critical dimensions of comprehensive quality and to prioritize them for improvement of the quality competitive advantage. The critical dimensions, sub-dimensions and measurement items of comprehensive quality were abstracted from literature of quality, and constructed a model of hierarchical structure. 115 experts in four groups(supplier, buyer, consultant, and professor) were participated in pair-wise comparison of quality dimensions, but some of these responses were removed because the overall consistency of evaluator judgements exceed the acceptable ratio of 0.10. The priorities of quality dimensions for industrial and consumption goods were calculated respectively using the analytic hierarchy process(AHP) approach. As a result, product quality had the highest weight of 0.65, followed by support quality(0.18) and service quality(0.17) for industrial goods while product quality also had the highest weight of 0.62, but service quality(0.22) was preferred over support quality(0.16) for consumption goods.