Quality Management Perspectives

Society's Perspective on Quality

• Society views quality as the benefits they receive from an organization.
• Factors considered by society:
  • Less waste
  • Durable products
  • Employment opportunities
  • Low pollution
  • Social responsibility
  • Environmental sustainability

Quality Definitions by Quality Gurus

• Philip Crosby: Quality is meeting specifications and requirements.
• W. Edwards Deming: Quality is consistent and dependable, produced at a low cost, and suited to the market.
• Dr. Joseph Juran: Quality means the product or service is fit for its intended use or purpose.
• RJ Mortiboys: Quality reflects the needs and expectations of the customer..
• Mike Robinson: Quality fulfills the customer's present and future needs.
• Armand Feigenbaum: Quality encompasses all aspects of a product or service including engineering, marketing, manufacturing, and maintenance, ultimately meeting customer expectations.

Definition of Quality in the Hospitality Industry

• Quality in hospitality is consistently delivering products and services that align with customer expectations.
• Guests are willing to pay more for services that exceed their expectations
• Hospitality businesses must focus on retaining existing customers as acquiring new customers is more expensive and time-consuming.

Dimensions of Quality for Service Products

• David Garvin defined eight dimensions of quality.
• Performance: This dimension measures how well a product or service performs its intended function.
• Features: Features are the additional characteristics of a product or service that add appeal to the consumer.
• Reliability: This measures the consistency and lack of errors in a product's performance over time.
• Conformance: This dimension assesses whether a product or service meets its specifications.
• Durability: This considers how long a product lasts and under what conditions it can perform.
• Serviceability: This dimension focuses on ease of maintenance and repair for a product.
• Aesthetics: This covers the visual appeal and overall sensory experience of a product.
• Perceived Quality: Customer's perception of quality can be influenced by factors beyond objective measurements, such as brand reputation or reviews.

Defining and Understanding Service Quality

• Service quality is crucial for a company's reputation and profitability.
• Service quality measures how well a company delivers services compared to customer expectations.
• Key dimensions of service quality:
  • Reliability: Consistent delivery of services to meet customer needs.
  • Assurance: Employee knowledge, courtesy, and ability to build trust and confidence.
  • Tangibles: How the organization presents the quality of its services to customers through physical aspects.
  • Empathy: Caring and personalized attention to meet each customer's needs.
  • Responsiveness: Willingness to assist, provide timely services, and address customer concerns.

Service Products: Goods vs. Services

• Goods: Tangible, physical products.
• Services: Intangible, non-physical activities
• Key Differences:
  • Nature: Goods are tangible and can be stored, while services are intangible and consumed immediately.
  • Production: Goods are manufactured, while services are generated or performed.
  • Ownership: Goods can be owned and transferred, while services cannot.
  • Evaluation: Goods are evaluated based on tangible attributes (quality, quantity), while services are evaluated based on intangible attributes (customer experience, expertise).
  • Distribution: Goods are distributed through physical channels, while services are delivered through personnel or digital platforms.
  • Customization: Goods have limited customization, while services offer high customization possibilities.
  • Time: Goods are produced before consumption, while services are produced and consumed simultaneously.
  • Value: Goods' value is based on physical features and scarcity, while services' value is based on expertise, convenience, and customer demand.

The Quality Gurus

• W. Edwards Deming: Pioneer in quality management, known for his work in Japan after World War II, emphasizing statistical process control and continuous improvement.
• Joseph M. Juran: A pioneer of the modern quality management movement. Known for the "Juran Trilogy," which includes quality planning, control, and improvement. He introduced the Pareto principle to quality management.

This quiz explores society's view on quality and definitions from notable quality gurus. It covers concepts like environmental sustainability, social responsibility, and consumer expectations. Test your knowledge on how different experts define and perceive quality in various contexts.