THE RANGE OF QUALITY

QUALITY OF DESIGN

QUALITY OF MATERIALS
Buying Quality Material

QUALITY OF PRODUCTS

Selling Quality Products

Engineering Planning Quality Quality Products Processes

Receiving and Manufacturing Inspecting and Installing and Shipping Quality Inspecting Quality Parts and Testing Quality Servicing Quality Products Quality Material Products Products Products

The Eight Dimensions of Product Quality

Reference: David A Garvin, Competing on the Eight Dimensions of Quality, Harvard Business Review, November-December 1987, pp. 101-109.

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1. 2. 3. 4.

DIMENSION
Performance

DEFINITION

EXAMPLE

5.

6. 7. 8.

The primary operating characteristics of a product. The bells and whistles of a product Features (i.e., those characteristics that supplement the basic functions). The probability that a product will fail Reliability within a specified period of time. The degree to which the design or Conformance operating characteristics of a product meet pre-established standards. The amount of use a product can sustain before it physically Durability deteriorates to the point where replacement is preferable to repair. The speed, courtesy, competence, Serviceability and ease of repair. The look, feel, taste, smell, and sound Aesthetics of a product. The impact of brand name, company Perceived Quality image, and advertising.

The Seven Dimensions of Service Quality

Reference: Operations Management, authored by Roberta S. Russell and Bernard W. Taylor III, and published by Prentice Hall.

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1. 2. 3. 4. 5. 6. 7.

DIMENSION
Time & Timeliness Completeness Courtesy Consistency Accessibility & Convenience Accuracy Responsiveness

DEFINITION
Customer waiting time. On-time completion. Customers get all they ask for. Treatment by employees. Same level of service for all customers. Ease of obtaining service. Performed correctly every time. Reaction to special circumstances or requests.
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Strategic Implications of the Eight Dimensions of Quality

Pursue a selective quality niche. To distinguish your product or service from those of your competitors, use some but not all of the dimensions of quality. (It is unwise and often impossible to pursue excellence in all dimensions.)
Conduct market research to determine which of the dimensions of quality are most important to your customers. Do not introduce or persist with dimensions of quality that are unimportant to your customers.
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