MODULE TQM (Operation Management)

CHAPTER 2
STRATEGIC DIMENSION OF QUALITY
Objectives:

1. Identify the eight dimension of product quality.

2. Name the Five dimensions of services quality.
3. Differentiate the dimensions of product and service quality.

DIMENSION OF PRODUCT QUALITY

At a strategic level there are eight dimensions of product quality
management that can be used to evaluate quality characteristics .
David Garvin develop a system of thinking about quality of products.
 Performance – consist of the primary operating characteristics of
a product.
 Features – added characteristics that boost the attraction of the
product or service to the user.
 Reliability - is the likelihood that a product will not fail inside a
particular time period. MTBF – mean time between failures
(literally the average time elapsed from one failure to the next.)
 Failure rate – the frequency with which a component fails,
expressed in failures per unit of time.
 Conformance – depicts to what extent a product design and
operating characteristics meet established standards.
 Durability - is a measure of how much use a person to gets from a
product before it breaks down to such a point that replacement
makes more sense than continual repair.
3 types of DURABILITY testing
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1) Vibration testing – the vibration environment to which product

will be expose to in real use is produced. Products are tested this
environment to judge their durability or check for improvements.
There are two types of vibration testing;
a.Vibration Experiment – used to test a sample or representative
model of volume production. It is used to improved the product
design.
b)Vibration Stress Screening – All production products are tested
to eliminate faulty units and approved good units. It may be
compulsory in certain industries.
2) Shock Tests – replicates events to determine if structure can
withstand sudden applied forces. Shocks are characterized by their
short duration and sudden occurrence.
3) Climate Testing – materials can deteriorate over time, ageing
prematurely due to either high or low temperature extremes.
• Serviceability - involves the customer ease of obtaining repair
service like access to serve centers and/or ease of self-service.
• Aesthetics - means how a product looks, feels, sounds, tastes, or
smell. It obviously an issue of personal judgment and an indication
of individual preferences.
• Perceived Quality – is the individuals subjective appraisal of
products or services attributes; indirect measures may be their only
basis for comparing brands.
• Dimension of Service Quality
Service – is normally described as an experience felt by the consumer.
• Tangibles - dimension of quality is associated to the environment
in which the service is rendered to the customers.
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• Reliability – is the ability to perform the promise service

dependably and accurately to customers on specific service.
• Responsiveness – the willingness to help customers and provide
prompt service. This dimension emphasize attentiveness in dealing
with customers requests.
• Assurance - defined as employees knowledge of courtesy and the
ability of the firm and its employees to inspire trust and
confidence.
• Empathy – refers to caring attitude that an organization provides
toward customer. Service quality calls for individual attention to
customers.

For further discussion please refer to the link provided: Garvins Quality dimension
https://www.youtube.com/watch?v=asdZLfG4s-U
For further discussion please refer to the link provided Durability test
https://www.youtube.com/watch?v=uaMA4jtoykM

Reference:
Total Quality Management (OBE)
Prof. Angelita Ong Camilar-Serrano,DBA(candidate