Just What Is Quality With Notes

Just What Is Quality?
By Pradip V. Mehta
Fellow, American Society for Quality Fellow, Textile Institute, U. K. Presented at the Professional Development Meeting of the Dallas Section of ASQ 27 September 2012
Taste is a Matter of Choice; but Quality is a Matter of Fact
How to Get More Out of This Session?

Ask Questions One who asks a question is a fool for a moment, however, one who
does not ask a question is a fool for life.
---A Chinese Proverb
Participate in discussions share your views Share your experience(s) relevant to the discussion topic Keep an open mind
The mind is like a parachute, it works best when it is opened.
Enjoy Yourself

The best money can buy Meeting a specification Craftsmanship No more than 1% defective Anything Japanese or German
(Mehta, 2004)

To some, quality is like love, hard to define but you know it when you feel it

To some, quality means selling merchandise that do not come back but the customers do. (Zero Defects to Zero Defections)
Just What Is Quality? Eight Dimensions of Quality

Performance Features Reliability Conformance Durability Serviceability Aesthetics Perceived Quality
(Garvin, 1988) Taste is a Matter of Choice; but Quality is a Matter of Fact

Performance
(Garvin, 1988)

Features
(Garvin, 1988)

Reliability
(Garvin, 1988)

Conformance
(Garvin, 1988)

Durability
(Garvin, 1988)

Serviceability
(Garvin, 1988)

Aesthetics
(Garvin, 1988)

Perceived Quality
(Garvin, 1988)

Product Based (performance, features, and durability) User Based (aesthetics and perceived quality) Manufacturing Based (conformance and reliability) Value Based (cost and price)
(Garvin, 1988)

The absence of variation in its broadest sense
(Taguchi and Clausing, 1990)

Quality Experience Variability with quality of execution
(Prahalad and Ramaswamy, 2004)
Just What is Quality?

Taguchi Loss Function
Fitness for Use

(Juran,1999)
Just What Is Quality? Fitness for Use

Features Those features of product which meet customer needs and thereby provide customer satisfaction
Freedom from deficiencies

Service Quality
Tangibles Reliability Responsiveness Assurance Empathy

(Parasuraman, A.; Zeithaml, Valerie A. and Berry, Leonard L., 1988)

The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
- ASQ, ANSI, ISO 9000

Quality is not about defect reduction any more. Quality is about value enhancement.
Two Aspects of Quality

Objective Subjective
+ Emotions + Expectations + Experience

Quality is meeting or exceeding customer expectations ALL THE TIME
(while maintaining cost competitive marketing position)

Whatever customer thinks is quality

Quality Vs. Grade
Just What Is Quality? Key Takeaways

Quality can be defined in many ways Do not confuse quality with grade Having a Corporate definition of quality that is understood organization wide facilitates effective management of quality
References
Garvin, David A. 1988. Managing Quality: The Strategic & Competitive Edge. The Free Press, New York, NY. ISO 9000-2000. Quality management systems Fundamentals and vocabulary International Organization for Standardization, Geneva, Switzerland. Juran, Joseph M. and Godfrey, Blanton A. 1999. Jurans Quality Handbook, 5th Edition. McGraw-Hill, New York, NY. Mehta, Pradip V. 2004. An Introduction to Quality Assurance for the Retailers. iUniverse, Lincoln, NE. Taguchi, Genichi and Clausing, Don. 1990. Robust Quality. Harvard Business Review, Jan.-Feb. Boston, MA. Prahalad, C. K. and Ramaswamy, Venkat. 2004. The Future of Competition. Harvard Business School Press, Boston, MA. Parasuraman, A.; Zeithaml, Valarie A. and Berry, Leonard L. 1988. SERVQUAL: A Multiple Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, Volume 64, Number 1, Spring.
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How to Get More Out of This Session?