This document discusses various dimensions of quality from different perspectives. It defines quality as the degree to which products and services meet customer expectations. Quality can be measured according to factors like performance, features, reliability, and conformance. The document outlines several definitions of quality proposed by experts like Garvin and outlines dimensions of both product and service quality. It also discusses concepts like quality assurance, factors that affect quality, and quality management systems.

1. Quality dimensions

2. Presentation made by
 Sameer Omles

3. Introduction
 Quality means quality of delivering the products,
is demonstrated work content, quality of service,
quality of process, quality of systems, quality of
delivery, quality of people; including workers ,
engineers, managers, and executives, and indeed
the quality of entire organizations.
 Quality can be expressed as a ratio:
Quality= -P
E
Where:
P=performance And Results
E=expectations Of Consumers

4. Quality
 Degree to which the outputs (products and
services) from the system conform to requirements
or meet customer expectations.
 The focus is on quality attributes (e.g.,
conformance, performance, convenience,
responsiveness, perceived quality.)

5. Meaning of Quality:
Consumer’s Perspective
 Fitness for use
 how well product or service
does what it is supposed to
 Quality of design
 designing quality
characteristics into a
product or service
 A Mercedes and a Ford are
equally “fit for use,” but with
different design dimensions

6. Definitions of Garvin's
1. Transcendent Definition
 Quality is something that is intuitively understood but
nearly impossible to communicate such as beauty or
love.
2. Product-Based Definition
 Quality is found in the components and attributes of a
product.
3. User-Based Definition
 If the customer is satisfied, the product has good quality.

7. Definitions of Garvin's
4. Manufacturing-Based Definition
 If the product conforms to design specifications, it has
good quality.
5. Value-Based Definition
 If the product is perceived as providing good value for
the price, it has good quality.

8. The Quality Gurus – Edward Deming
1900-1993
1986
Quality is
“uniformity and
dependability”
Focus on SPC and
statistical tools
“14 Points” for
management
PDCA method

9. The Quality Gurus – Joseph Juran
1904 - 20081951
Quality is “fitness for
use”
Pareto Principle
Cost of Quality
General management
approach as well as
statistics

10. Quality Gurus & their contributions
Quality Guru Main Contribution
Walter A. Shewhart
-contributed to understanding of process variability
-developed concept of statistical charts
W. Edwards Deming
-stressed management’s responsibility for quality
-developed “14 points” to guide companies in
quality improvement
Joseph M. Juran
-defined quality as “fitness for use”
-developed concept of cost quality
Armand V. Feigenbaum -introduced concept of total quality control
Philip B. Crosby
-coined phrase “quality is free”
-introduced concept of zero defects
Kaoru Ishikawa
-developed cause-and-effect diagrams
-identified concept “internal customer
Genichi Taguchi
-focused on product design quality
-developed Taguchi loss function

11. Basic Characteristics
Quality
Design
Conformance
Performance

12. Features of quality
Quality by design
Quality of design
Quality of conformance to requirement
Quality of performance
Quality of service

13. 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 GOAL;S
YARDSTICKS TO MEASURES PROGRESS
Quality stands for..

14. Small “q” and Big “Q”
 Small “q” – focusing primarily on product quality had
given way to the big Q going well beyond by
addressing several related issues, including high
degree of focus on process quality.
 Big “Q” – Covers not only covers the quality of
products but also the process, system, delivery,
documentation, and in facts every single aspects of
commitment to the customer.

16. Garvin’s Product Quality Dimensions
1. Performance
2. Features
3. Reliability
4. Conformance
5. Durability
6. Serviceability
7. Aesthetics
8. Perceived Quality

17. Garvin’s Product Quality Dimensions
 The eight dimensions of product quality according to Garvin:
1. Performance or the primary operating characteristics of a product
or service.
Example: for a car: it is speed and acceleration. For a restaurant: it is
good food.
2. Features or the secondary characteristics of a product or service.
Example: for a restaurant: it is linen tablecloths and napkins.
3. Conformance or the match with specifications or pre established
standards.
Example: for a part: it is whether this part is the right size. For a
restaurant: it is whether the meat is cooked according to your request
(e.g. "medium rare").

18. Garvin’s Product Quality Dimensions
 4. Durability or product life.
Example: for a light bulb: it is how long it works before the filament
burns out.
 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
how often flights depart on schedule.
 6. Serviceability or the speed, courtesy and competence of repair.
Example: for a car: it is how quickly and easily it can be repaired and
how long it stays repaired. For a mail order house: it is the speed and
courtesy with which an overcharge is corrected.

19. Garvin’s Product Quality Dimensions
 7. Appearance . Reliability or the frequency with which a product or
service fails.
/ aesthetics or fits and finishes.
Example: for a product or service: it is its look, feel, sound, taste or
smell.
 8. Image / perceived quality or reputation.
Example: for a product or service: it is the positive or negative feelings
people attach to any new offerings, based on their past experiences
with the company.

20. Service Quality
 Service quality is even more difficult to define than product
quality.
 This often results from wide variation created by high
customer involvement.
 The example is fountain pen and food service.

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

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

23. Service Quality Dimensions
4. Assurance
 The knowledge and courtesy of employees and their ability to
inspire trust and confidence.
5. Empathy
 the customer desires caring, individual attention paid to
customers by the service firm.
 There are several other dimensions of service quality ( please see
above).
 It should be noted that service design strives to address these
different service dimensions simultaneously.
8. It is not sufficient for a service firm to provide only empathy if
responsiveness and service reliability are inadequate

24. The Seven Dimensions of Service
Quality
# DIMENSION DEFINITION
1.
Time &
Timeliness
Customer waiting time. On-time completion.
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 Reaction to special circumstances or requests.
24

25. The Seven Dimensions of Service
Quality
 Time and Timeliness
 How long must a customer wait for service, and is it completed
on time?
 Is an overnight package delivered overnight?
 Completeness
 Is everything customer asked for provided?
 Is a mail order from a catalogue company complete when
delivered?
 Courtesy
 How are customers treated by employees?
 Are catalogue phone operators nice and are their voices pleasant?

26. Continued Consistency
 Is the same level of service provided to each customer
each time?
 Is your newspaper delivered on time every morning?
 Accessibility and convenience
 How easy is it to obtain service?
 Does a service representative answer you calls quickly?
 Accuracy
 Is the service performed right every time?
 Is your bank or credit card statement correct every
month?
 Responsiveness
 How well does the company react to unusual situations?
 How well is a telephone operator able to respond to a
customer’s questions?

27. 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

28. Quality Management System

29. Quality Assurance
Quality assurance Aims at the following;
Organizational focus on customers
Focus on product specification
Demonstration on product quality
Expended scope towards product application
Applicability of product result in improvement

30. Quality Assurance
Quality assurance has major role in every
organizational structure,
Developments of plans
Carrying outs vendors quality surveys
Carrying out product quality audits
Review deposition of non conformance products
Initiation of customer’s future needs
Coordinating documents control activities
Up gradation of inspection and test records

31. Factors affecting quality
The common factors affecting quality as follows;
Men
Materials
Machines
Manufacturing conditions
Manu acting processes employed
Capability to invest money
Product design
After sales service

32. Quality circles
Quality circles is a small group of employees, mostly at
workers levels. Formed to perform quality control and
improvement activates within there work place .
These groups work on continuous improvements as a
part of company-wide activities.
Quality controls circles were formed in Japan in April
1962 primarily to involve workmen in improvement
activities and for problem solving in their work area’s,
as a team.

33. The Typical Structure Of QC
6
5
4
3
2
1
Co-
coordinating
agency
TOP MANAGEMENT
STEERING COMMITTEE
FACILITATOR
LEADER+DY. LEADER
MEMBERS
NON-MEMBERS

34. Process quality focus
Value addition by
conversion
Men and machines
Input Output
Raw material
Production/
Operation
Value added raw
materials/
Finished product
Process flow in a manufacturing industry

35. Process quality focus
Value addition by
conversion
Input Output
customer
Production/
Operation
Value added
customer
Process flow in a service industry

36. System quality focus
 System quality focus encompasses on
 All activities -impacting total business result of an
organization .
 Process orientation-addressing all key processes affecting
product and service quality.
 Customer focus –attention to both the needs and
expectation of the customer.
 Quality oriented result –in line with the capability of the
process.
 Continuous improvement- institutionalized across all key
organizational activities.

37. Elements of total quality
• A committed and involved
management
• An unwavering focus on customers
• Effective involvement process of
entire work force
• Continuous process improvements
• Treating suppliers as a partners
• Establishing performance measures
Total
Quality Is
Based On
Six
Importance
Elements