Quality Definitions and Dimensions PDF

Quality Definitions and Dimensions Dr Andy TC Wong Objectives Able to understand different ways/aspects of defining quality in a particular context Able to understand different dimensions (characteristics) of quality from customers’ perspective DM935...

Quality Definitions and Dimensions Dr Andy TC Wong Objectives Able to understand different ways/aspects of defining quality in a particular context Able to understand different dimensions (characteristics) of quality from customers’ perspective DM935 2 Introduction – What is Quality? Is it relate to one or more characteristics that a product/service should possess? Is it relate to our own judgment of products or services? Or any other factors? Quality has become an important consumer decision factors in the selection among competing products and services. Hence, understanding and improving quality is essential to gain competitive edges in today’s global markets. DM935 3 Definitions of Quality Quality is often used to signify “excellence” of a product or service: People may relate “Rolls-Royce quality” and “top quality” A material conforms to a certain physical specification in a manufacturing company To indicate some sort of “professionalism” in a hospital DM935 4 Definitions of Quality Quality has been defined in a variety of ways by different people and organisations: Fred Smith, CEO of FedEx, defines the quality as “performance to the standards expected by the customer.” Boeing defines quality as “providing our customers with products and services that consistently meet their needs and expectations.” The U.S. Department of Defense defines quality as “doing the right thing right the first time, always striving for improvement, and always satisfying the customer.” DM935 5 Definitions of Quality A number of definitions of “quality” have been put forward by various “gurus” of contemporary quality practices: W. Edwards Deming Deming defined quality as “a predictable degree of uniformity and dependability, at low costs and suited to the market” To complicate matters further, different people may value quality differently in the market. For this reason, “Quality should be aimed at the needs of the consumer, present and future” DM935 6 Definitions of Quality Mr. Philip B. Crosby Crosby defined quality as “Conformance to Requirements”. Managers must clearly state the requirements so that they cannot be misunderstood. Measurement must then be taken continuously to determine conformance to requirements. Quality is free ?? DM935 7 Definitions of Quality Dr. Joseph M. Juran “Fitness for purpose sense which relates the evaluation of a product or service to its ability to satisfy a given need.” Juran defined quality as the “fitness for purpose or use” that is closely linked to “Product Features that meet customer needs” and “Free from Product Deficiencies”. “Product Feature” is a product property which is intended to meet certain customers needs. “Product Deficiencies”: A product deficiency is a product failure which results in user dissatisfaction. DM935 8 Definitions of Quality Dr. Armand V. Feigenbaum “The total composite product and service characteristics of marketing, engineering, manufacture, and maintenance through which the product and service in use will meet the expectations of the customer.” According to Feigenbaum, reliability, serviceability, and maintainability are the individual characteristics that make up the composite of product and service quality. When all the product characteristics are balanced in, the “RIGHT” quality becomes that composite which provides the intended functions with the greatest overall economy. DM935 9 Definitions of Quality Although there is NO universally accepted definition of quality, some common elements among various definitions can be extracted as follows: It involves meeting or exceeding customer needs and expectations. It applies to products, services, people, processes and environment. (~generic) It is an ever-changing state – what is considered good quality today may not be good enough tomorrow. DM935 10 Definitions of Quality Quality is expressed by the ISO definition: “The totality of features and characteristics of a product/service that bear on its ability to satisfy stated or implied (customer) needs”. TWO types of “Customers”: “External customers” - impacted by the product but are not members of the company which produce the product. “Internal customers” - impacted by the product, and are also members of the company. They are the people ‘up- or down-the- line’, in other departments. DM935 11 Dimensions of Quality The composite nature of product and service quality were further defined by Dr David A. Garvin in EIGHT dimensions to analyse the characteristics of [product] quality. DM935 12 Dimensions of Quality 1. Performance: the product’s primary operating characteristics, e.g. for a car, it is speed and acceleration 2. Features: the product’s secondary characteristics, e.g. for a car, it is Bluetooth and assisted parking 3. Reliability: the probability that a product does NOT fail within a specified period of time, e.g. how often a car needs repair DM935 13 Dimensions of Quality 4. Conformance: the degree to which the product meets the established standards or expectations, e.g. the right fuel type (petrol/diesel), the right CO2 emission 5. Durability: the length of time that the product will function until it is discarded, e.g. the useful life of the car 6. Serviceability: the speed, courtesy, competence, and ease of repair, e.g. how quick the repair can be done DM935 14 Dimensions of Quality 7. Aesthetics: reflect how appealing a product looks, feels, tastes, or smells to the users, e.g. the shape and colour of the car 8. Perceived Quality: formed from the inferences made by consumers about quality rather than the reality itself, e.g. brand/model of the car, review/recommendation by others DM935 15 Dimensions of Quality Garvin stated that the company's first challenge is to “make use of the eight dimensions of quality to explore the opportunities it has to distinguish its products from another company's” “One company's quality niche may be another's trap.” NOT always feasible or cost-effective to pursue all dimensions simultaneously. Tradeoffs among eight dimensions may have to be considered, hence need to address the relative importance. DM935 16 Dimensions of Quality Different from product quality, Parasuraman, Zeithamel and Berry (1985) defined FIVE dimensions for service quality: 1. Tangibles 2. Assurance 3. Responsiveness 4. Service reliability 5. Empathy DM935 17 Dimensions of Quality 1. Tangibles: Appearance of the physical service facilities, equipment, personnel and communication materials 2. Assurance: Employees’ knowledge and courtesy, and their ability to build trust and confidence 3. Responsiveness: Willingness to help customers and provide prompt service DM935 18 Dimensions of Quality 4. Service reliability: Ability to perform the promised service dependably and accurately 5. Empathy: Caring, easy access, good customer understanding and individualised attention given to customers DM935 19 Recap Different ways/aspects of defining quality in a particular context – No universally accepted definition of quality, but some key elements are noted Different dimensions (characteristics) of quality – Product quality (8 dimensions) vs service quality (5 dimensions) DM935 20