The definition, evolution, and dimensions of quality are introduced.

1. INTRODUCTION TO
QUALITY
DEEPAK MANDAL
14/MQA/DIPSAR/2022

2. Overview:
.
⚫What is Quality?
⚫Evolution of Quality (History of Quality)
⚫Dimensions of Quality

3. What is Quality?
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4. What does the word “quality”
mean to you?
■ Think about your past experiences staying at various
hotels. Did you stay at a “quality” hotel? What about the
experience made it a “quality” experience for you?
■ Think about a recent product you bought. How can you
define its “quality”?

5. Introduction to Quality
•Tr ad itional th in king w ou ld say th at Qu ality
is a co nf eren ce to specif ications, th at is d o es
th e p r o d uct d o w h at it is d esig n ed to d o ?
What is Quality?

6. Q
U
A
L
I
Y
T
QUEST FOR EXCELLENCE
UNDERSTANDING CUSTOMER NEEDS
ACTION TO ACHIEVE CUSTOMER’SAPPRECIATION
LEADING IN COMPETION
INVOLVING ALL PEOPLE
TEAMWORK FOR COMMON GOALS
YARDSTICKS TO MEASURES PROGRESS

7. Quality – What Is It?
 “The degree of excellence of a thing”
(Webster’s Dictionary)
 “The totality of features and characteristics that satisfy needs”
(American Society for Quality Control – ASQ)
 Fitness for consumer use – meet or exceed customer
expectations

8. What is Quality (Definitions)
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⚫ Conformance to specifications
(British Defense Industries Quality Assurance Panel)
⚫ Conformance to requirements
(Philip Crosby)
⚫ Fitness for purpose or use (Juran)
⚫ A predictable degree of uniformity and dependability, at
low cost and suited to the market
(Edward Deming)

9. ⚫ Synonymous with customer needs and expectations
(R J Mortiboys)
⚫ Meeting the (stated) requirements of the customer-
now and in the future
(Mike Robinson)
⚫ The total composite product and service characteristics
of marketing, engineering, manufacturing and maintenance
through which the product and service in use will meet the
expectations by the customer
(Armand Feigenbaum)
What is Quality (Definitions)
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10. What is Quality (Definitions)
.
⚫ The degree to which a system, component, or process meets
(1)specified requirements, and
(2)customer or users needs or expectations
⚫ The totality of features and characteristics of a product or
service that bears on its ability to satisfy stated or implied needs”
ISO 8402
⚫ Degree to which a set of inherent characteristics fulfills
the
requirements
ISO 9000:2000

11. Quality
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• Best value for the price
• Cost effectiveness
• Performance measurement
• More for less
• Satisfaction of
Stakeholders
• Meeting specifications
• Meeting customer needs
/ expectation
• Transparency of service
delivery
• Process control
• Achieving desired results
• Continuous
Improvement
• Competitive advantage
• Added value for society

12. Perceptual
Conditional
Somewhat
Subjective
attribute
May be
understood
differently by
different
people
Consumers focus on the specification/price/value of a product/service.
Producer’s measures conformance to specifications.
personnel measure product is reliable, maintainable.
Quality
is a

13. Degradation of quality with time
Innovation
Innovation
Q
Time

14. Continuously improved Quality
Innovation
Innovation
Q
Time

15. Approaches to Define Quality
.
⚫Transcendent Approach
⚫ Quality is absolute and universally recognizable.
⚫ It is a common notion used by laymen
⚫ There is no subjective judgment and is estimated by
looking at the product
⚫ Product-Based Approach
⚫ Attributes of a particular product in a specific category
⚫ These attributes are accepted as a bench of quality by the
industry
⚫ Others in the same industry trying to produce close to this
quality

16. Approaches to Define Quality
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⚫User Based Approach
⚫ Defined as “Fitness for use”
⚫ Viewed from the user’s perspective and depends on how
well the product meets the consumer’s needs.
⚫ Also known as Customer Oriented Approach
⚫Production Based Approach
⚫ An outcome of engineering or operational excellence and is
measured in terms of quality of conformance
⚫ The producer has specifications and produces the product as
per the specifications

17. ⚫Value Based Approach
 Quality is viewed in context of price
 Quality is satisfactory, if it provides desired performance at an
acceptable price
 Customer looks at the total value proposition and not the price
alone .
Benefits
Price
Value
Approaches to Define Quality
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⚫Manufacturing Based Approach
 Quality is viewed in context of conformance to
specifications
 Performance, features, Reliability etc.

18. Quality
.
 Small improvements in processes
 Identifying and describing processes
 Quality control to meet specifications
 Quality control and financial control are divided.
 Customer orientation
 Improvement of results
 Improvement of management & Organisation
 Balanced steering of management
ISO 9000: 2000
 Focus of potential customer
 Improvement of staff development
 Improvement of flexibility of the organisation
 Results in terms of added value for society

19. More about Quality
.
⚫ It is realistic but demanding STANDARDS;
⚫ Getting things RIGHT FIRST TIME; ‘It costs less to
prevent a problem than it does to correct it’
⚫ It Influences the relationship with CUSTOMERS;
⚫ It Influences how COMPLAINTS are dealt with;
⚫ Something to do with how things LOOK and FEEL
12

20. More about Quality
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⚫ So Quality of a product or services is its ability to satisfy
the needs and expectations of the customer.
⚫ Quality can also defined as excellence in the product or
service that fulfills or exceeds the expectations of the
customer.
⚫ Though quality is an abstract perception, it has a
quantitative measure- Q= (P / E) ,
where Q=Quality,
P= Performance(as measured by the Mfgr.), and
E = Expectations( of the customer)
13

21. More about Quality
.
⚫ Quality is not fine-tuning your product at the final
stage of manufacturing, before packaging and shipping .
⚫ Quality is in-built into the product at every stage
from conceiving –specification & design stages to
prototyping –testing and manufacturing stages.
14

22. Small “q” and Big “Q”
⚫ Small “q” – focusing primarilyon productquality
had given way to the big Q going well beyond by
addressing several related issues, including the high
degreeof focuson processquality.
⚫ Big “Q” – Covers notonlycovers thequalityof
products but also the process, system, delivery,
documentation, and in facteverysingleaspectof
commitmentto thecustomer.

23. Evolution of Quality
..
15

24. Evolution of Quality
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⚫ Earliest i.e. (“On the eighth day of May [1382]”) documented
evidence of quality concern –
⚫ A merchant named John Welburgham of Canterbury was
fined six pence for selling two cooked fishes that were
“rotten and stinking and unwholesome.”
⚫ The fine was imposed by the Mayor of the town against the
complaint by six citizens of the town.
⚫ Biggest reason for concern for quality: scarcity of
resources. Food production/productivity was less and
starvation was a real possibility. Consumer goods, being
handcrafted, were extremely expensive.
16

25. Evolution of Quality
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17
⚫ B.C. era structures in India and Egypt show evidence of
measurement and inspection. e.g. precisely cut stones for
pyramids, forts.
⚫ “Quality” of those structures was due to consistent use of well-
developed methods and procedures and precise measurement
devices. Evidence of quality assurance.
⚫ Before Industrial Revolution, skilled craftsmen served both as
manufacturers and inspectors, building quality into their
products through their considerable pride in their workmanship.
⚫ During this time, quality assurance was informal. Efforts
were directed to building quality into the final product.

26. Service Quality
⚫Servicequality iseven more difficult todefine than product
quality.
⚫This often results from widevariationcreated by high
customer involvement.
⚫Theexample is fountain pen and food service.

27. Service Quality Dimensions
Quality Dimensions
6. Availability
7. Professionalism
10. Pleasantness
1. Tangibles
2.Service
Reliability
3.Responsiveness
4.Assurance
5. Empathy
8. Timeliness
9. Completeness

28. Service Quality Dimensions
1. Tangibles
⚫Include the physical appearance of theservice facility,
the equipment, the personnel, and the
communication material.
2. Service Reliability
⚫Differs from product reliability in that it relates to the
abilityof theservice provider to perform the promised
service dependably and accurately.
3. Responsiveness
⚫Thewillingness of the service provider to be helpful
and prompt in providing service.

29. Service Quality Dimensions
4. Assurance
⚫ The knowledgeand courtesyof employeesand theirability to
inspire trustand confidence.
5. Empathy
⚫ thecustomerdesires caring, individual attention paid to
customers by the service firm.
⚫ Thereare several otherdimensionsof servicequality ( pleasesee
above).
⚫ Itshould be noted thatservicedesign strives toaddress these
differentservicedimensionssimultaneously.
8. It is notsufficient fora service firm to provide onlyempathy
if responsivenessand service reliability is inadequate

30. # DIMENSION DEFINITION
1.
Time
&
Timeline
Customerwaitingtime. On-timecompletion.
2. Completeness Customers get all they ask for.
3. Courtesy Treatment by employees.
4. Consistency Same level of service for all customers.
5.
Accessibility
&
Convenience
Ease of obtaining service.
6. Accuracy Performed correctly every time.
7. Responsiveness Reactiontospecialcircumstancesorrequests.
THE SEVEN DIMENSIONS OF SERVICE
QUALITY

31. The Seven Dimensions of Service
Quality
 Timeand Timeliness
⚫ How long mustacustomerwait forservice, and is it completed
on time?
⚫ Is an overnight packagedelivered overnight?
 Completeness
⚫ Is everything customerasked forprovided?
⚫ Is a mail order fromacataloguecompanycompletewhen
delivered?
 Courtesy
⚫ Howarecustomers treated by employees?
⚫ Are catalogue phoneoperators niceand are theirvoices pleasant?

32. Continued
⚫Consistency
⚫Is the same level of service provided toeach customer
each time?
⚫Isyour newspaperdelivered on timeevery morning?
⚫Accessibility and convenience
⚫Howeasy is it toobtain service?
⚫Does a service representativeansweryou calls quickly?
⚫Accuracy
⚫Is the service performed rightevery time?
⚫Isyour bank orcredit card statementcorrect every
month?
⚫Responsiveness
⚫How well does thecompany react to unusual situations?
⚫How well is a telephoneoperatorable to respond toa
customer’s questions?

33. Service Process Control
Resources
Identify reason
for
nonconformance
Establish
measure of
performance
Monitor
conformance to
requirements
Take
corrective
action
Service
concept
Customer
input
Customer
output
Service
process

34. Current and Future
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27
⚫ To ensure that managers don’t lose sight of the basic principles
on which quality management and performance excellence are
based.
⚫ A key challenge is to allocate the necessary resources to maintain
a focus on quality, particularly in times of economic downturns.
⚫ quality is a race without a finish line.
⚫ Future challenges
 Partnerships, Learning systems
 Adaptability and speed of change
 Environmental sustainability
 Globalization
 Knowledge focus
 Customization and differentiation
 Shifting demographics.

35. 1920 - Inspection
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18
⚫ Industrial Revolution
 mass production
 unit verification
 defective product
⚫ Taylor's conception of work
⚫ Measurement, comparison and verification activities.
⚫ Focus on the quantity produced
The Bell story
In early 1900s Western Electric Company
started an inspection department to
support Bell operating companies.
Through massive inspection efforts,
it achieved a reputation in the field of quality.
So employees of Western Electric were
transferred to Bell Telephone Laboratories in
1920s. To develop theories and methods for
improving and maintaining quality

36. 1930 – Statistical Control
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⚫Sampling inspection
⚫Use of statistical tools.
⚫First concerns regarding
prevention.
⚫identification of causes for
defective products
⚫Focus on the finished product
19

37. 1930 – Statistical Control
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⚫Some Basic Quality Tools:
⚫Flowcharts and Process Maps.
⚫Check lists
⚫Cause-effect diagrams
⚫Histograms.
⚫Scatter diagrams
⚫Control charts.
20

38. 1960 – Quality Warranty
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⚫ First quality standards
⚫ Customers’ specifications
⚫ Preventive actions
⚫ System’s approach
⚫ Started the concern about involving
everyone in the organization.
⚫ Focus on the manufacturing process.
21

39. 1970 – Quality Management Programs
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⚫ Evolution from the Quality
Warranty phase.
⚫ Integration of quality on global
management
⚫ Quality Circles
⚫ Audit
⚫ Focus on the work process
22

40. 1980 – Total Quality
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23
⚫ Management Principles
 Responsibility delegation
 Staff autonomy
⚫ Satisfaction of needs and
expectations
⚫ Struggle for improvement
⚫ Adaptation needs
⚫ Change management
⚫ Focus on the organizational process

41. 1980 – Total Quality
.
24
⚫ Quality Management System:
 a set of organisational measures which
transmit maximum confidence that a given
quality level is being achieved with the
adequate resource consumption.
⚫ Characteristics:
 External focus: at the client
 Global approach and as an integral
component of the organization strategy
 Horizontal vision within the organization,
from top management to staff.
 Includes all the concerned parts.
 Continuous learning and adaptation to
change.

42. ⚫Tools and methodologies:
1980 – Totaa
str
lucQ
ture
u
d a
a
ppl
ro
iat
ch
y
to
 QFD – Quality Function Deployment.
 Benchmarking.
 Inquiries: clients and staff.
 Brainstorming.
 Balanced Scorecard
.
Quality Function
Deployment (QFD) is
products to meet those
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43. 1990 - onwards – Excellence Models
.
⚫Orientation guide.
⚫Flexible and adaptable
instrument
⚫Self-assessment and
continuous improvement
models
⚫Support on the pathway to
excellence
⚫Focus on customer
26

44. Evolution of Quality summarised
.
Quality
Assurance
Quality
Control
(Acceptance
Sampling)
Mass
Inspection
Total Quality
Control
Company
wide Quality
Control
28

45. Evolution of Quality summarised
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⚫ Mass Inspection
 Inspecting
 Salvaging
 Sorting
 Grading
 Rectifying
 Rejecting
⚫ Quality Control
 Quality manuals
 Product testing using SQC
 Basic quality planning
⚫ Quality Assurance
 Emphasis on prevention
 Proactive approach using SPC
 Advance quality planning
⚫ Total Quality Control
 All aspects of quality of inputs
 Testing equipments
 Control on processes

46. Evolution of Quality summarised
.
Inspection
Quality
Control
Reactive
Approach
Detection
Finding & Fixing
mistakes
Proactive
Approach
Prevention
Stop defects at
source.
Zero defects
2
Quality
Assurance
3
Total Quality
Management
4
Incorporates QC/QA activities into a
company-wide system aimed at
satisfying the customer.
(involves all organizational functions)
Planned and systematic actions to
insure that products or services
conform to company requirements
Operational techniques to make
inspection more efficient & to reduce
the costs of quality. (example: SPC)
Inspect products
1

48. Garvin’s Product Quality Dimensions
⚫ Theeightdimensionsof productqualityaccording to Garvin:
1.Performance orthe primaryoperating characteristicsof a product
orservice.
Example: foracar: it is speed and acceleration. Fora restaurant: it is
good food.
2.Features orthe secondarycharacteristicsof a productorservice.
Example: fora restaurant: it is linen tableclothsand napkins.
3. Conformance orthe matchwith specificationsorpre established
standards.
Example: for a part: it is whether this part is the right size. For a
restaurant: it is whetherthe meat is cooked according toyourrequest
(e.g. "medium rare").

49. Garvin’s Product Quality Dimensions
⚫ 4. Durability orproduct life.
Example: fora light bulb: it is how long itworks before the filament
burnsout.
⚫ 5. Reliability or the frequency with which a product or service fails.
Example: for a car: it is how often it needs repair. For an airline: it is
howoften f lightsdeparton schedule.
⚫ 6. Serviceability or the speed, courtesy and competence of repair.
Example: fora car: it is howquickly and easily itcan be repaired and
how long itstays repaired. Fora mail order house: it is thespeed and
courtesywith which an overcharge iscorrected.

50. Garvin’s Product Quality Dimensions
⚫ 7. Appearance . Reliabilityorthe frequencywith which a productor
service fails.
/ aestheticsor fits and finishes.
Example: fora productorservice: it is its look, feel, sound, tasteor
smell.
⚫ 8. Image / perceived qualityorreputation.
Example: fora productorservice: it is the positiveor negativefeelings
people attach to any new offerings, based on their past experiences
with thecompany.

51. Advantages of Quality
• Higher customer satisfaction
• Reliable products/services
• Better efficiency of operations
• More productivity & profit
• Better morale of work force
• Less wastage costs
• Less Inspection costs
• Improved process
• More market share
• Spread of happiness & prosperity
• Better quality of life for all

52. Disdvantages of Quality
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• Low customer satisfaction
• Low productivity, sales & profit
• Low morale of workforce
• More re-work, material & labour costs
• High inspection costs
• High repair costs
• Higher inventory costs
• Greater waste of material
• Low customer acceptance
• Susceptible to competition

53. THANK YOU…
.
Quality is a Journey, not a Destination