Quality & Its Dimensions

Introduction

Quality is a much more complicated term than it appears.  Dictionary definitions

are usually inadequate in helping a quality professional understand the concept.  It seems

that every quality expert defines quality is a somewhat different way.  There are a variety

of perspectives that can be taken in defining quality (e.g. customer's perspective,

specification-based perspective).  Are there commonalities among these definitions?  Is

any one definition "more correct" than the others?  Is one quality expert "right" and the

others "wrong"?  Quality professionals constantly debate this question.  The editors of

Quality Digest say that defining the word "quality" is "no simple endeavor."  They asked,

in their December 1999 issue, for readers to send them their definitions of quality to be

gathered and posted on Quality Digest Online.

A modern definition of quality derives from Juran's "fitness for intended use." 

This definition basically says that quality is "meeting or exceeding customer

expectations."  Deming states that the customer's definition of quality is the only one that

matters.

Quality is the ability of a product or service to consistently meet or exceed

customer expectations. When the expression “quality” is used, we usually think in terms

of an excellent product or service that fulfills or exceeds our expectations. These

expectations are based on the intended use and the selling price. For example, a customer

expects a different performance from a plain steel washer than from a chrome-plated steel

washer because they are a different grade. When a product surpasses our expectations, we

consider that quality. Thus, it is somewhat of an intangible based on perception. Quality

can be quantified as follows:

Q = P / E

Where,Q = quality

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P = performance

E = expectations

If Q is greater than 1.0, then the customer has a good feeling about the product or

service. Of course, the determination of P and E will most likely be based on perception

with the organization determining performance and the customer determining

expectations.

A more definitive definition of quality is given in ISO 9000:2000. It is defined as

the degree to which a set of inherent characteristics fulfills requirements. Degree means

that quality can be used with adjectives such as poor, good and excellent. Inherent is

defined as existing in something, especially as a permanent characteristic. Characteristics

can be quantitative or qualitative. Requirement is a need or expectation that is stated;

generally implied by the organization, its customers, and other interested parties; or

obligatory.

Quality has nine different dimensions as stated below. These dimensions are

somewhat independent; therefore, a product can be excellent in one dimension and

average or poor in another. Very few, if any, products excel in all nine dimensions. For

example, the Japanese were cited for high quality cars in the 1970s based only on the

dimensions of reliability, conformance and aesthetics. Therefore, quality products can be

determined by using a few of the dimensions of quality.

Marketing has the responsibility of identifying the relative importance of each

dimension of quality. These dimensions are then translated into the requirements for the

development of a new product or the improvement of an existing one.

Dimensions of Quality

1. Performance: Primary characteristics of the product or service

2. Features: secondary characteristics, added features, extra characteristics

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3. Conformance: meeting specifications or industry standards; how well the product

or service conforms to customer’s expectations

4. Reliability: consistency of performance over time; average time for the unit to fail

5. Durability: useful life of the product/service

6. Service: resolution of problems and complaints; ease of repair

7. Response: human-to-human interface

8. Aesthetics: sensory characteristics

9. Reputation: past performance and other intangibles

Examples of Quality Dimensions

Dimension Product (Automobile) Service (Auto Repair)

1. Performance Everything works, fit and

finish, ride, handling, grade

of materials used

All work done, at agreed

price

2. Features Gauge/control placement,

cellular phone, CD player

Location, call when ready,

computer diagnostics

3. Conformance Car specifications should

meet the standards

Auto Repair should follow

standard procedure

4. Reliability Infrequency of breakdowns Work done correctly, ready

when promised

5. Durability Useful life in miles, Work holds up over time

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resistance to rust and

corrosion

6. Service Handling of complaints and

requests for information

Handling of complaints

7. Response Salespersons’ courteous

behavior with customers,

polite inquiry handling

Attentive and honest

mechanics

8. Aesthetics Interior design, soft touch Clean work/waiting area

9. Reputation Top-rated car Award-winning service

department

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