Dimensions of

Quality
Dimensions of Quality
• One way to think about quality is the degree to
which performance of a product or service meets
or exceeds customer expectations. The difference
between these two, that is Performance—
Expectations, is of great interest.
▪ If these two measures are equal, the difference
is zero, and expectations have been met.
▪ If the difference is negative, expectations have
not been met.
▪ If the difference is positive, performance has
exceeded customer expectations.
Source: Stevenson (2018)
Product Quality
• main characteristic of the
Performance product

Special
• extra characteristics
Features

• appearance, feel, smell,

Aesthetics taste

Source: Stevenson (2018)

Product Quality
• how well a product corresponds
Conformance to design specifications

Reliability • dependable performance

Durability • ability to perform over time

Source: Stevenson (2018)

Product Quality
Perceived • indirect evaluation of
Quality quality (e.g. reputation)

• handling of complaints or
Serviceability repairs

Source: Stevenson (2018)

Assessing Service Quality
Assessing Service Quality
Reliability Assurance Tangibles
• the ability to • the • the physical
provide what knowledge facilities and
was and courtesy equipment
promised, of employees and the
dependably and their appearance
and ability to of personnel
accurately convey trust
and
confidence
Assessing Service Quality
Respon-
Empathy
siveness
• the • the
knowledge willingness
and courtesy to help
of employees customers
and their and provide
ability to prompt
convey trust service
and
confidence