In the growing race of technology and innovation users and engineering firms, particularly in developing countries like Pakistan, are perturbed by software related issues in the build products that impede customer satisfaction, timely product development and delivery. Software quality practices have become important to tackle such impediments as reveals in literature review. This paper identifies a research framework and investigates the impact of Software Quality Practices composed of three factors Software Quality Standards, Software Configuration Management and Software Tools on Product Performance composed of other three factors Customer Satisfaction, Product Safety and Product Development Time once software quality practices were introduced and implemented in four engineering firms in Pakistan. The research is administered with survey questionnaire and primary data collected from the customers of these firms. Statistical analysis is performed and the results show that product performance increased after the implementation of software quality practices. Recommendations are proposed to deal with implementation challenges and reducing product development and delivery time. The study contributes to determine and align the practical solutions related to software quality practices in engineering firms in Pakistan.