definitions, dimension and importance of quality

7/29/2019 Definitions, dimension and importance of quality

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Unit 1

Definitions,

Dimensions and

Importance of Quality


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Unit Objectives:

1. Discuss the different definitions of quality,

2. Differentiate the dimensions of productquality and service quality

3. Discuss the dimensions of SERQUAL

4. Examine the importance of quality


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Definition of Quality ?Definition of Quality ?Definition of Quality ?Definition of Quality ?

Five Approaches toFive Approaches toDefining QualityDefining Quality


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Five Approaches to DefiningFive Approaches to Defining

Quality:Quality:

Five Approaches to DefiningFive Approaches to Defining

Quality:Quality:

David Garvin (1988), in his book ManagingQuality: The Strategic & Competitive Edgedescribes 5 major approaches to quality:

1. The Transcendent Approach

2. The Product-based Approach

3. The User-based Approach4. The Manufacturing-based Approach &

5. Value-based Approach


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The Transcendent ApproachThe Transcendent ApproachThe Transcendent ApproachThe Transcendent Approach

A condition of excellence implying fine quality as distinct

from poor quality.

something you consider to be superb, wonderful,magnificent, marvelous, grand, superlative, outstanding,

etc.

Quality is achieving or reaching for higher standard as

against being satisfied with the sloppy or the fraudulent.

Quality is understood only after exposure to a series ofobjects that develop its characteristics.

The idea here is that quality cant be defined, and you

recognize it only when you see it.


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The Weakness ofThe Weakness ofTranscendent ApproachTranscendent ApproachThe Weakness ofThe Weakness ofTranscendent ApproachTranscendent Approach

Weakness:

lack of objectivity

the definition does not allow to state definitively

that an item is of high quality


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The Product-based ApproachThe Product-based ApproachThe Product-based ApproachThe Product-based Approach

Identifies specific features or attributes that can

be measured to indicate higher quality.

Quality is based on the presence or absence of a

particular attribute.

If an attribute is desirable, greater amounts of

that attribute would label that product or service

as one of higher quality.

Leather upholsteryis considered higher quality

thanvinyl


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The Advantage & Disadvantages ofThe Advantage & Disadvantages of

Product-based ApproachProduct-based Approach

The Advantage & Disadvantages ofThe Advantage & Disadvantages of

Product-based ApproachProduct-based Approach

Advantage:

provides objective measures of quality

Disadvantage: assumes the absence or presence of an attribute

implies higher quality.


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The User-based ApproachThe User-based ApproachThe User-based ApproachThe User-based Approach

The user determines the quality of the

goods/services

The product/service that best satisfies the

user/costumer is the higher quality product

The ability to satisfy the customers requirement,

expectations, or wants is the sole criterion by

which quality is determined

Equates customers satisfaction with quality

Quality lies in the eye of the beholder


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The Weakness of User-based ApproachThe Weakness of User-based ApproachThe Weakness of User-based ApproachThe Weakness of User-based Approach

Weakness:

customer satisfaction may not be achieved forreasons that have nothing to do with the quality

of the product

Until the customer says the product is good, it

will not be considered good quality


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The Manufacturing-based ApproachThe Manufacturing-based ApproachThe Manufacturing-based ApproachThe Manufacturing-based Approach

Equivalent to conformance of a product or

service to a set of predetermined requirements

or specifications

Failure to meet these requirement is a deviation

and thus a lack of quality.

Engineering specifies the product characteristics

The more it conforms to requirements, the better

the quality


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The Advantages & Disadvantages ofThe Advantages & Disadvantages of

Manufacturing-based ApproachManufacturing-based Approach

The Advantages & Disadvantages ofThe Advantages & Disadvantages of

Manufacturing-based ApproachManufacturing-based Approach

Advantages of:

providing objectively measurable qualitystandards &

reducing the costs of quality

Disadvantage: Lacks of concern for the customers preference


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Value-based ApproachValue-based ApproachValue-based ApproachValue-based Approach

Introduces the element of price Quality is the degree of excellence at an

acceptable price and the control of variability atan acceptable cost.

In this definition an attribute of worth or value isquality

The purchase decision involves trading off thequality against the price

Because many of the attributes of quality aresubjective assessments, the approach is noteffective in introducing objective criteria


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Unfortunately, most of these

definitions are subjective

Unfortunately, most of these

definitions are subjective

Although the manufacturing & product-based

approaches are most objective, both fail toaccount sufficiently for customers

preferences

The user-based approach relies solely on the

customers input, but methods for obtainingthis input are unreliable & unable to predict

changes in preference

should adopt a mix of these approaches


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Eight Dimensions of Product Quality:

Garvin (1988)

Eight Dimensions of Product Quality:

Garvin (1988)

1. Performance

2. Features

3. Reliability

4. Conformance

5. Durability

6. Serviceability7. Aesthetics

8. Perceived quality


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1. Performance1. Performance

refers to the primary operating characteristics

of the product or service (basic operatingcharacteristics)

They are usually measurable

The primary required performance of the

service


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2. Features2. Features

are additional characteristics that enhance

the product or services appeal to the users extra items added to basic features - the

expected performance (bells and whistles of

the service)


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3. Reliability of a product3. Reliability of a product

is the likelihood that a product will not fail

within a specific time period probability product will operate over time

This is a key element for users who need the

product to work without fail

The confidence of the service in relationship

to time


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4. Conformance4. Conformance

is the precision with which the product orservice meets the specified standards(meeting pre-established standards)

The traditional American approach toconformance was quality was consideredhigh if 95% or more of the products werewithin the tolerance limits

The satisfaction based on requirements thathave been set


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5. Durability5. Durability

measures the length of a products life

life span before replacement

When the product can be repaired,

estimating durability is more complicated


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6. Serviceability

Ease of getting repairs, speed &

competence of repairs The ability to service if something goes

wrong


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7. Aesthetics7. Aesthetics

is the subjective dimension indicating the

kind of response a user has to a product it represents personal preference

e.g.. --the way a person responds to the

look, feel, sound, taste, and smell

The experience itself as it relates to the

senses


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8. Perceived quality8. Perceived quality

is the subjective dimension

it is the quality attributed to a goods orservice based on indirect measures subjective perceptions based on brand

name, advertising, etc

The reputation of the quality e.g.. is the saying, you know a good

workman by his tools.


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The Standard dimensions ofservice QualityThe Standard dimensions ofservice Quality

Reliability

ResponsivenessAssurance

EmpathyTangibles


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1. Reliability of service1. Reliability of service

is the ability to perform a service reliably and

dependably

it means the customers expectations are

met consistently


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2. Responsiveness2. Responsiveness

is the willingness to help customers and

provide prompt service


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3. Assurance3. Assurance

is the ability to communicate to the customer

a level of competence & to provide the service with the necessary

courtesy

Knowledge and courtesy of employees and

their ability to inspire trust and confidence.


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4. Empathy4. Empathy

is the approachability and the ability to

communicate with and understand thecustomers needs

Caring individualized attention the firm

provides its customers.


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5. Tangibles5. Tangibles

is the appearance of physical facilities,

equipment, personnel, and communicationmaterials


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The Standard Dimensions of Service

Quality

Dimensions Description

Tangibles(the appearance of physical facilities, equipment, personal andcommunication materials)

Reliability(the ability to perform the promised service dependably and accurately)

Responsiveness(the willingness to help customers and to provide prompt service)

Assurance(the knowledge and courtesy of employees and their ability to convey

trust and confidence)

Empathy(the provisions of caring individualised attention to customers

-has up-to-date equipment-physical facilities are visually appealing-employees are neat in appearance-material are visually appealing

-when promise to do something, it does so-shows sincere interest in solving problems-perform the service right the first time-provides service at the time it promises-keep accurate records

-tell the customer when the service will be performed-give prompt service-always willing to help-never too busy to respond to customer request

-employee can be trusted-customer feel safe in transactions with employees-consistently courteous-has knowledge to answers customers questions

-gives individual attention-has operating hours convenient to the customer-employees give personal attention-has best interest in heart-employees understand customer specific needs


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The Expanded Dimensions ofService Quality

1. Time & Timeliness - customer waiting

time, completed on time

2. Completeness - customer gets all they

asked for

3. Courtesy - treatment by employees


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The Expanded Dimensions ofService Quality

4. Consistency - same level of service for all

customers

5. Accessibility & Convenience - ease of

obtaining service

6. Accuracy - performed right every time

7. Responsiveness - reactions to unusual

situations


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SERVICE QUALITY (SERQUAL) According to

Zeithaml, Parasuraman & Berry (1990)

Quality Dimension

1. Tangibles:

Appearance of physical

facilities, equipment,

personnel, printed and

visual materials

Samples of questions to

ask

Are facilities attractive?

Are staff dressed

appropriately?

Are written materials

easy to understand?

Does technology look

modern?


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Quality Dimension

2. Reliability:Ability to perform

promised servicedependably andaccurately

Samples of questions to ask If a response is promised

in a certain time, does it

happen? Are exact specifications of

client followed? Are statements or reports

free of error? Is service performed right

the first time? Is level of service same at

all times of day and for allmembers of staff?


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Quality Dimension

3. Responsiveness:

Willingness to helpcustomers to provide prompt

service

Samples of questions to ask

When there is a problem,

does organization respondto it quickly?

Are staff willing to answer

client questions?

Are specific times for service

accomplishments given toclient?

Are public situations treated

with care and seriousness?


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Quality Dimension

4. Competence:

Possession of required skilland knowledge to perform

service


Can staff provide service

without fumbling around? Are materials provided

appropriate and up to date?

Can staff use the technology

quickly and skillfully?

Does staff appear to knowwhat they are doing?


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Quality Dimension

5. Courtesy:

Politeness, respect,consideration andfriendliness of contactpersonnel

Samples of questions to ask Does staff member have a

pleasant demeanor? Does staff refrain from

acting busy or being rudewhen clients ask questions?

Are those who answer thetelephone considerate and

polite? Do staff observe

consideration of the propertyand values of clients?


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Quality Dimension

6. Credibility:

Trustworthiness,believability, honesty of the

service provider


Does service organization

have a good reputation? Do staff members refrain

from pressuring the client?

Are responses given

accurate and consistent with

other reliable sources? Does the organization

guarantee its services?


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Quality Dimension

7. Security:

Freedom from danger, risk,or doubt

Samples of questions to ask Is it safe to enter the

premises and to use theequipment? Are documents and other

information provided for theclient held securely?

Are use records of clients

safe from unauthorized use? Can client be confident that

service provided was donecorrectly?


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Quality Dimension

8. Access:

Approachability and ease ofcontact.

Samples of questions to ask How easy is it to talk to

knowledgeable staffmember when client has aproblem?

Is it easy to reach theappropriate staff person in person?

by telephone? by email?

Are service access pointsconveniently located?


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Quality Dimension

9. Communication:Listening to customers and

acknowledging their comments;Keeping customers informed ina language they canunderstand.

Samples of questions to ask When client contacts service

point, will staff person listen to

their problem and demonstrateunderstanding and concern? Can staff explain clearly the

various options available to aparticular query?

Do staff avoid using technicaljargon when speaking with

clients? Does staff member call if a

scheduled appointment will bemissed?


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Quality Dimension

11. Understanding theCustomer:

Making the effort to knowcustomers and their needs.

Samples of questions to ask Does someone on staff

recognize each regular client

and address them by name? Do staff try to determine what

client's specific objectives are? Is level of service and cost of

service consistent with whatclient requires and can afford?

Are service providers flexibleenough to accommodate toclient's schedule?


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Quality in different areas of society

Several definitions of quality have been given

above.

Also, the definition will vary depending on the

domain under consideration.

The table below lists several different areas

in our society and indicates some things thatmight be considered to be related to quality

in each.


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Quality in different areas of society Area Examples Airlines On-time, comfortable, low-cost service Health Care Correct diagnosis, minimum wait time, lower

cost, security Food Services Good product, fast delivery, good environment Postal Services Fast delivery, correct delivery, cost

containment Academia Proper preparation for future, on-time

knowledge delivery

Consumer Products Properly made, defect-free, cost effective Insurance Payoff on time, reasonable cost Military Rapid deployment, decreased wages, no graft Automotive Defect-free Communications Clearer, faster, cheaper service


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Importance of Quality

Improvequality

Costs decrease becauseof less rework, fewer

mistakes, fewer delays,snags, better use ofmachine time & materials

Productivityimproves

Capture themarket with

better qualityand lower price

Stay inbusiness

Provide jobsand more jobs

definitions, dimension and importance of quality

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