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1. NOTABLE PEOPLE in SERVICE
QUALITY
Lesson 2

2. Lesson 2 Notable People in Service Quality 2
1. Walter A. Shewhart was an American physicist, engineer. and statistician. He is also
known as the Father of Statistical Quality Control and Also related to the Shewhart cycle.
2. William Edwards Deming was an American engineer. statistician, professor, author, and
management consultant. He championed the work of Walter Shewhart, including statistical
process control, operational definitions, and what Deming called the "Shewhart cycle" which
had evolved into Plan-Do-Study-Act (PDSA).

3. Lesson 2 Notable People in Service Quality 3
3. Joseph M. Juran made many contributions to the field of quality management in his more
than 70 active working years. His book. Quality Control Handbook, is a classic reference for
quality engineers. He revolutionized the Japanese philosophy on quality management and in
no small way worked to help shape Japan's economy into the industrial leader it is today. Dr.
Duran was the first to incorporate the human aspect of quality management which is referred
to as Total Quality Management(TQM).
He illustrated this concept in “Juran trilogy,” a cross-functional management approach,
constituted of three managerial processes: quality planning, quality control, and quality
improvement.
4. Philip B. Crosby was a businessman and author who contributed to management theory and quality
management practices. He initiated the Zero Defects program at the Martin Company. As the quality
control manager of the Pershing missile program. Crosby was credited with a twenty-five percent (25%)
reduction in the overall rejection rate and a thirty percent (30%) reduction in scrap costs.

4. Lesson 2 Notable People in Service Quality 4
4. Philip B. Crosby
DIRFT- Doing it right the first time
1. Quality must be viewed as conformance to specifications
2. Quality should be achieved through the prevention of defects rather than
inspection after the production process is complete.
3. Production workers should be granted the authority and responsibility to
ensure that quality goods or services are produced at every step of the
process.
4. Managers need to demonstrate that a higher standard of performance can
lead to perfection—to zero defects.
5. Quality should be measured by the price of nonconformity.

5. Notable People in Service Quality 5
5. Armand V. Feigenbaum was an American quality control expert and businessman. He devised
the concept ofTotal Quality Control cr-Qc) which inspired Total Quality Management (TQM).
-Hidden Plant
The elements of total quality to enable a totally customer focus (internal and external)
• Quality is the customers perception of what quality is, not what a company thinks it is.
• Quality and cost are the same not different.
• Quality is an individual and team commitment.
• Quality and innovation are interrelated and mutually beneficial.
• Managing Quality is managing the business.
• Quality is a principal.
• Quality is not a temporary or quick fix but a continuous process of improvement.
• Productivity gained by cost effective demonstrably beneficial Quality investment.
• Implement Quality by encompassing suppliers and customers in the system.

6. Notable People in Service Quality 6
5. Armand V. Feigenbaum was an American quality control expert and businessman. He devised
the concept ofTotal Quality Control cr-Qc) which inspired Total Quality Management (TQM).
-Hidden Plant
40% of the capacity of the plant being wasted
6. Kaoru Ishikawa is notable for rejuvenating the norm in the workplace. He always believed that
quality should not stop in reinventing a product alone. He was one of the few people who believed
that delivering quality does not stop in purchasing the product; it goes beyond the transaction
itself.Thus, he highlighted and reinvented the concept of customer service, giving us the concept of
after-sale service and warranty. He was also the one who coined the "Ishikawa" or "fishbone"
diagram that highlights the cause and effect of the activities and processes while in constant search
of quality in operations.

7. Presentation Title 7

8. Notable People in Service Quality 8
7. Genichi Taguchi was an engineer and statistician. From the 1950s onward, he developed a
methodology for applying statistics to improve the quality of manufactured goods. Taguchi
methods have been controversial among some conventional Western statisticians, but others have
accepted many of the concepts introduced by him as valid extensions to the body of knowledge
contributions noteworthy to be recognized:

9. Notable People in Service Quality 9
1. James H. Donnelly, in his works, highlighted the differences between the marketing
"channels" used for services and those used for physical goods and implications for
marketing strategy.
2. A. "Parsu" Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry developed their
pioneering "gaps model" of service quality which highlighted the importance of efforts made
to assess quality in services.

10. Notable People in Service Quality 10
1. Mary jo Bitner and Bernard H. Booms developed their expanded "marketing mix" for
services which took into account the distinctive characteristics of service identified in the
"crawling out" stage:intangibility, inseparability, heterogeneity, and perishability. They added
three more Ps to this original marketing mix to make it more appropriate to services: people,
process, and physical evidence.
1. Christopher Lovelock was best known as apioneer in the field of Services Marketing among
other titles, such as author, professor, and consultant. He was also known for his excellent
case studies.

11. Notable People in Service Quality 11
5. Theodore Levitt was an economist and professor at Harvard Business
School. He was also an editor of the Harvard Business Review who was
especially noted for increasing the Review's circulation and for popularizing the
term globalization. In 1983, he proposed a definition for corporate purpose:
Rather than merely making money, it is to create and keep a customer.
6. Walt Disney and the Disney Company while crafting their concept for sEr-
theme parks also pioneered the thought of the service providers not only as
team players but also as "cast members" just like in a movie or theater.
7. Bruce Laval, an industrial engineer of the Disney Company, conceptualized
the term "guestology" and the guest point of view (GPOV) when viewing
service quality in the tourism and hospitality industry.

12. THANK YOU!
20XX