Product Quality is often judged by eight dimensions (Dimensions of Product

Quality).
Dimension Meaning Example of Car
Performance (Will the Primary (main) Acceleration, mileage,
product do the Characteristics of the product breaking distance,
intended job?)
Features (What does Secondary (extra) Cell phone charger,
the product do?) Characteristics, Added bells safety air bags, DVD,
and whistles USB (for songs),GPS
system, Placement of
gauges (convenience),
Aesthetics (What does Appearance (Style, colour, Exterior and Interior
the product look like?) shape), and sensory design
characteristics (feel, Smell ,
Taste)
Conformance (Is the How well a product Car matches
product made exactly corresponds to design manufacturer’s
as the designer specifications specifications
intended?)
Reliability (How often Consistency of performance Infrequent need of
does the product fail?) over time, MTBF repairs
Durability (How long Useful life (with repair) of the Useful life in miles,
does the product last?) product resistance to rust,
Serviceability (How Handling of customer After sales service
easy is it to repair the complaints or repairs (how quickly and
product?) economically a repair
can be accomplished.),
Perceived Quality Indirect evaluation of quality Top rated
(What is the (e.g., reputation)
reputation of the
company?)

The customer sometimes judges the first four dimensions by its fitness of use.
Notice Price is not a dimension of Quality
 Service Quality. The dimensions of product quality don’t adequately describe
service quality. Instead, service quality is often described using the following
dimensions
Dimensions of Service quality
Dimension Meaning
Convenience the availability and accessibility of
the service
Reliability the ability to perform a service
dependably, consistently, and
accurately
Responsiveness the willingness of service
providers to help customers in
unusual situations and to deal with
problems
Time the speed with which service is
delivered
Assurance the knowledge exhibited by
personnel who come into contact
with a customer
and their ability to convey trust
and confidence
Courtesy the way customers are treated by
employees who come into contact
with them.
Consistency The ability to provide the same
level of good quality repeatedly
Tangibles the physical appearance of
facilities, equipment, personnel,
and communication materials.
Expectations Meet (or exceed) customer
expectations
Example of Car being
repaired
Was the service center
conveniently located?
Was the problem fixed
and will the “fix” last?
Were customer service
personnel willing and
able to answer questions?
How long did the
customer have to wait?
Did the customer service
personnel seem
knowledgeable about the
repair?
Were customer service
personnel and the cashier
friendly and courteous?
Was the service quality
good, and was it
consistent with previous
visits?
Were the facilities clean?
Were personnel neat?
Were customer
expectations met?