Chapter 1

Differing Perspectives
on Quality

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 Differing Perspectives on Quality
Chapter 1

 Chapter Overview
 What is Quality?
 Differing Functional Perspectives on Quality
 The Three Spheres of Quality
 Other Perspectives on Quality
 Arriving at a Common Perspective

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 What is Quality?
Project Quality Dimensions

 Performance  Durability
 Features  Serviceability
 Reliability  Aesthetics
 Conformance  Perceived Quality

©
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 What is Quality?
Project Quality Dimensions

Performance Efficiency with

Feature which a product
Reliability
achieves its
intended purpose
Conformance
(

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 What is Quality
Project Quality Dimensions

Performance  Attributes that

Features supplement the
Reliability
product’s basic
performance
Conformance

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 What is Quality
Project Quality Dimensions

Performance Perform
Features consistently over
Reliability
the product’s useful
life.
Conformance

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 What is Quality
Project Quality Dimensions

Performance Adherence to
Features quantifiable
Reliability
specifications
Conformance

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 What is Quality
Project Quality Dimensions

 Tolerate stress or Durability

trauma without  Serviceability
failing  Aesthetics
 Perceived Quality

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 What is Quality
Project Quality Dimensions

 A product is Durability
serviceable if it can  Serviceability
be repaired easily  Aesthetics
and cheaply
 Perceived Quality

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 What is Quality
Project Quality Dimensions

 Subjective Durability
characteristics such  Serviceability
as taste, feel,  Aesthetics
sound, look.
 Perceived Quality

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 What is Quality
Project Quality Dimensions

 Quality as the Durability

customer perceives  Serviceability
it…image,  Aesthetics
recognition, word of
 Perceived Quality
mouth.

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 What is Quality
Service Quality Dimensions

 Tangibles
 Service Reliability
 Responsiveness
 Assurance
 Empathy

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 What is Quality
Service Quality Dimensions

 Tangibles Physical
 Service Reliability appearance of the
 Responsiveness
facility, equipment,
personnel and
 Assurance
compunctions
 Empathy equipment

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 What is Quality
Service Quality Dimensions

Tangibles ability of the The

 Service Reliability service provider to
 Responsiveness
perform the
promised service
 Assurance
 Empathy

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 What is Quality
Service Quality Dimensions

 Tangibles The willingness of

 Service Reliability the provider to be
 Responsiveness
helpful and prompt
in providing service
 Assurance
 Empathy

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 What is Quality
Service Quality Dimensions

Tangibles knowledge The

 Service Reliability and courtesy of the
 Responsiveness
employees and their
ability to inspire
 Assurance
trust and confidence
 Empathy

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 What is Quality
Service Quality Dimensions

Tangibles Caring
 Service Reliability individualized
 Responsiveness
attention from the
service company
 Assurance
 Empathy

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 What is Quality?

Why does it matter that different definitions of

quality exist?

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 What is Quality?
Differing Functional Perspectives on Quality

Functional Perspectives include:

 Engineering
 Supply Chain
 Operations
 Strategic Management
 Marketing
 Financial
 Human resource

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 What is Quality?
Differing Functional Perspectives on Quality

Engineering

Applying mathematical problem-solving skills and

modeling techniques

 Operations Research
 Product Design Engineering
 Concurrent Engineering

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 What is Quality?
Differing Functional Perspectives on Quality

Operations
Perspective

 Uses the
Systems View
that underlies
modern Quality
management
thinking

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 What is Quality?
Differing Functional Perspectives on Quality

Strategic Management
 For Quality Management to be pervasive in a
firm it needed to be included in all of the firm’s
business processes including strategic
Planning

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 What is Quality?
Differing Functional Perspectives on Quality

Financial
 Deming: Quality Improvement is linked to
reduction of defects and improved
organizational performance

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 What is Quality?
Differing Functional Perspectives on Quality

Financial
 Deming: Quality Improvement is linked to reduction
of defects and improved organizational performance
 Juran: Quality related costs can result in lost sales
because of a poor reputation for reliability

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 What is Quality?
Differing Functional Perspectives on Quality

 Human Resources
 It is impossible to implement quality without
the commitment and action of the employees

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 What is Quality?
Differing Functional Perspectives on Quality

 Marketing

 Marketers focus on perceived quality or

quality as the customer views it.

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 What is Quality?
What is Quality?
The Three Spheres of Quality

Quality
Management

Quality Quality
Assurance Control

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 What is Quality?
`
 Other Perspectives on Quality:
 Value-Added Perspective on Quality
 Cultural Perspective on Quality

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 What is Quality?
Chapter 1 Review
`
 There are different perspectives on quality
 There is disagreement on the definition of quality
 Quality control, quality assurance and quality
management focus on different aspects of quality
 Quality improvement requires a complex mix of
factors

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