TQM: LECTURE 1

1.1 Introduction
Quality is a buzz word in our lives. When the customer is in market, he or she is knowingly or
unknowingly very cautious about the quality of product or service. Imagine the last buying of
any product or service, e.g., mobile purchased last time. You must have enquired about various
features like RAM, Operating System, Processor, Size, Body Colour, Cover, etc. If any of the
features is not available, you might have suddenly changed the brand or have decided not to
purchase it. Remember, how our mothers buy fruits, vegetables or grocery items. They are
buying fresh and look-wise firm fruits, vegetable and groceries. Simultaneously, they are very
conscious about the price of the fruits, vegetable and groceries. So, by nature, we are inclined to
get various features of products or services or these are supposed to be provided by the
manufacturers. If we get the desired standard features in a product or service, we generally say
that the quality of the product or service is up to the mark. It means the features of products and
services give satisfaction. These features can be termed as quality characteristics. Cost
considerations are also taken care of while measuring the quality considerations, but have you
ever imagined how the producers or manufactures identify and provide these features of products
and services?
1.2 Concept of Quality
The meaning of ‘Quality’ in Oxford Dictionary is ‘the standard of something when it is
compared to other things.’ ISO defines quality as ‘the totality of features and characteristics of a
product or service that bears on its ability to meet a stated or implied need.’ The meaning of the
quality could be understood from two perspectives: (i) Producer’s perspective (ii) Consumer’s
perspective. From Producer’s Perspective the quality is to conform to the specifications with cost
considerations. Providing maximum quality features while having minimum cost is the focus
point for producers or manufacturers. Consumer’s perspective is to consider quality
characteristics with price considerations. Getting maximum quality features while having price
as the focus point is the motto of maximum consumers. Quality is defined in terms of different
perspectives as mentioned under:
Producer-based definitions:
 Crosby defines quality as the means to conform to standards, specifications or requirements.
 Parasuraman defines quality as the concerned with meeting or exceeding customer
expectations.
Consumer-based definitions:
 Edeward defines quality in terms of the capacity to satisfy needs.
 Gilmore defines quality as the degree to which a specific product satisfies the wants of a
specific consumer.
 Juran defines quality as fitness for use.
1.3 Dimensions of Quality
Quality is an attitude of mind. Quality is in the eye of the consumers. It is the total sum of
features liked by the consumers while purchasing a product or service. Let’s take an example of
product. For some consumers, it is the processor of mobile and for some consumers it is the
RAM, which matters. For some consumers both RAM and process of mobile matter. In the case
of a restaurant, for some consumer’s taste of meal and parking matters, while for some
consumers it is the aesthetics of the restaurant that matters. For some consumers both aesthetics
and taste of a meal matters. Therefore, quality is the specific feature of the product and service
that satisfies the needs of the consumers.
Quality is advanced design and engineering technology. Let’s take an example of automobile
industry where every company is striving hard to deliver at least two new cars in the market.
Have you ever imagined how the companies like Toyota, Ford, volkswagen, Audi, and Mercedes
Benz are capable of giving newer model of cars with innovated and advanced features in-built in
a car? They are committed to deliver flawless products consistently. Delivering flawless products
is called quality. They have precise manufacturing facilities in their plants. Their processes are
standardized. Having standardized processes is called quality. The standardization of processes
gives them advantage to deliver quality products consistently. They have achieved excellence in
quality output. They have no room for errors. Here, Quality is having policy of no room for
errors. The Indian companies like Tata Motors, Maruti Suzuki are not far behind in delivering
quality products and services internationally. They also have zero error policy.
Quality is also called zero error policy. Quality could be called as giving standard products with
zero defects. So, we can say that companies live with quality commitment. The management
works very hard to deliver error free standardized products consistently. They strive hard to give
innovated products to the market. The ultimate satisfaction of consumers leads to upgrade the
standard of living of the society.
1.4 Application / Usage of Quality for General Public / Consumers
 It ensures error free products.
 It enhances the development of new or innovated products. (e.g. HUL’s Pure it)
 It helps to give warranty or guarantee of products. (e.g. 2 years warranty with Bajaj Fans)
 It enables good customer service.
 It promises timely delivery.
 It helps in getting all the desired features in products and services.
 Quality helps in getting satisfaction after the use of products and services.
1.5 Application of Quality for Producers or Manufacturers
 Quality helps in meeting the changing demands of the consumers.
 It ensures delivery of flawless or zero error products or services.
 It ensures delivery of products or service on time.
 It helps in giving superior products produced with advanced engineering technology.
 Quality helps in meeting or fulfilling the commitment.
1.6 Factors affecting Quality
The following factors affect the quality of any product or services:
 Management
The concept of quality management starts from the top management. It is the top management
which initiates the quality concept in an organization. For this purpose the top management
creates a culture in the organization where everybody is responsible for the quality. The
commitment for quality is must from top management side.
 Dedicated Employees
Every employee is responsible for the quality planning, quality production, quality delivery,
quality after-sale service etc.
 Suppliers
Suppliers supply machines and raw material to the company. As for example Tata Nano plant
receives raw material and other component supplies from more than 600 suppliers. So, we can
say that the suppliers play an important role as far as quality of product is concerned.