Definitions, dimension and importance of quality
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Transcript of Definitions, dimension and importance of quality
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Unit 1
Definitions,
Dimensions and
Importance of Quality
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Unit Objectives:
1. Discuss the different definitions of quality,
2. Differentiate the dimensions of productquality and service quality
3. Discuss the dimensions of SERQUAL
4. Examine the importance of quality
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Definition of Quality ?Definition of Quality ?Definition of Quality ?Definition of Quality ?
Five Approaches toFive Approaches toDefining QualityDefining Quality
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Five Approaches to DefiningFive Approaches to Defining
Quality:Quality:
Five Approaches to DefiningFive Approaches to Defining
Quality:Quality:
David Garvin (1988), in his book ManagingQuality: The Strategic & Competitive Edgedescribes 5 major approaches to quality:
1. The Transcendent Approach
2. The Product-based Approach
3. The User-based Approach4. The Manufacturing-based Approach &
5. Value-based Approach
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The Transcendent ApproachThe Transcendent ApproachThe Transcendent ApproachThe Transcendent Approach
A condition of excellence implying fine quality as distinct
from poor quality.
something you consider to be superb, wonderful,magnificent, marvelous, grand, superlative, outstanding,
etc.
Quality is achieving or reaching for higher standard as
against being satisfied with the sloppy or the fraudulent.
Quality is understood only after exposure to a series ofobjects that develop its characteristics.
The idea here is that quality cant be defined, and you
recognize it only when you see it.
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The Weakness ofThe Weakness ofTranscendent ApproachTranscendent ApproachThe Weakness ofThe Weakness ofTranscendent ApproachTranscendent Approach
Weakness:
lack of objectivity
the definition does not allow to state definitively
that an item is of high quality
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The Product-based ApproachThe Product-based ApproachThe Product-based ApproachThe Product-based Approach
Identifies specific features or attributes that can
be measured to indicate higher quality.
Quality is based on the presence or absence of a
particular attribute.
If an attribute is desirable, greater amounts of
that attribute would label that product or service
as one of higher quality.
Leather upholsteryis considered higher quality
thanvinyl
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The Advantage & Disadvantages ofThe Advantage & Disadvantages of
Product-based ApproachProduct-based Approach
The Advantage & Disadvantages ofThe Advantage & Disadvantages of
Product-based ApproachProduct-based Approach
Advantage:
provides objective measures of quality
Disadvantage: assumes the absence or presence of an attribute
implies higher quality.
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The User-based ApproachThe User-based ApproachThe User-based ApproachThe User-based Approach
The user determines the quality of the
goods/services
The product/service that best satisfies the
user/costumer is the higher quality product
The ability to satisfy the customers requirement,
expectations, or wants is the sole criterion by
which quality is determined
Equates customers satisfaction with quality
Quality lies in the eye of the beholder
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The Weakness of User-based ApproachThe Weakness of User-based ApproachThe Weakness of User-based ApproachThe Weakness of User-based Approach
Weakness:
customer satisfaction may not be achieved forreasons that have nothing to do with the quality
of the product
Until the customer says the product is good, it
will not be considered good quality
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The Manufacturing-based ApproachThe Manufacturing-based ApproachThe Manufacturing-based ApproachThe Manufacturing-based Approach
Equivalent to conformance of a product or
service to a set of predetermined requirements
or specifications
Failure to meet these requirement is a deviation
and thus a lack of quality.
Engineering specifies the product characteristics
The more it conforms to requirements, the better
the quality
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The Advantages & Disadvantages ofThe Advantages & Disadvantages of
Manufacturing-based ApproachManufacturing-based Approach
The Advantages & Disadvantages ofThe Advantages & Disadvantages of
Manufacturing-based ApproachManufacturing-based Approach
Advantages of:
providing objectively measurable qualitystandards &
reducing the costs of quality
Disadvantage: Lacks of concern for the customers preference
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Value-based ApproachValue-based ApproachValue-based ApproachValue-based Approach
Introduces the element of price Quality is the degree of excellence at an
acceptable price and the control of variability atan acceptable cost.
In this definition an attribute of worth or value isquality
The purchase decision involves trading off thequality against the price
Because many of the attributes of quality aresubjective assessments, the approach is noteffective in introducing objective criteria
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Unfortunately, most of these
definitions are subjective
Unfortunately, most of these
definitions are subjective
Although the manufacturing & product-based
approaches are most objective, both fail toaccount sufficiently for customers
preferences
The user-based approach relies solely on the
customers input, but methods for obtainingthis input are unreliable & unable to predict
changes in preference
should adopt a mix of these approaches
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Eight Dimensions of Product Quality:
Garvin (1988)
Eight Dimensions of Product Quality:
Garvin (1988)
1. Performance
2. Features
3. Reliability
4. Conformance
5. Durability
6. Serviceability7. Aesthetics
8. Perceived quality
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1. Performance1. Performance
refers to the primary operating characteristics
of the product or service (basic operatingcharacteristics)
They are usually measurable
The primary required performance of the
service
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2. Features2. Features
are additional characteristics that enhance
the product or services appeal to the users extra items added to basic features - the
expected performance (bells and whistles of
the service)
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3. Reliability of a product3. Reliability of a product
is the likelihood that a product will not fail
within a specific time period probability product will operate over time
This is a key element for users who need the
product to work without fail
The confidence of the service in relationship
to time
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4. Conformance4. Conformance
is the precision with which the product orservice meets the specified standards(meeting pre-established standards)
The traditional American approach toconformance was quality was consideredhigh if 95% or more of the products werewithin the tolerance limits
The satisfaction based on requirements thathave been set
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5. Durability5. Durability
measures the length of a products life
life span before replacement
When the product can be repaired,
estimating durability is more complicated
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6. Serviceability
Ease of getting repairs, speed &
competence of repairs The ability to service if something goes
wrong
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7. Aesthetics7. Aesthetics
is the subjective dimension indicating the
kind of response a user has to a product it represents personal preference
e.g.. --the way a person responds to the
look, feel, sound, taste, and smell
The experience itself as it relates to the
senses
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8. Perceived quality8. Perceived quality
is the subjective dimension
it is the quality attributed to a goods orservice based on indirect measures subjective perceptions based on brand
name, advertising, etc
The reputation of the quality e.g.. is the saying, you know a good
workman by his tools.
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The Standard dimensions ofservice QualityThe Standard dimensions ofservice Quality
Reliability
ResponsivenessAssurance
EmpathyTangibles
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1. Reliability of service1. Reliability of service
is the ability to perform a service reliably and
dependably
it means the customers expectations are
met consistently
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2. Responsiveness2. Responsiveness
is the willingness to help customers and
provide prompt service
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3. Assurance3. Assurance
is the ability to communicate to the customer
a level of competence & to provide the service with the necessary
courtesy
Knowledge and courtesy of employees and
their ability to inspire trust and confidence.
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4. Empathy4. Empathy
is the approachability and the ability to
communicate with and understand thecustomers needs
Caring individualized attention the firm
provides its customers.
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5. Tangibles5. Tangibles
is the appearance of physical facilities,
equipment, personnel, and communicationmaterials
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The Standard Dimensions of Service
Quality
Dimensions Description
Tangibles(the appearance of physical facilities, equipment, personal andcommunication materials)
Reliability(the ability to perform the promised service dependably and accurately)
Responsiveness(the willingness to help customers and to provide prompt service)
Assurance(the knowledge and courtesy of employees and their ability to convey
trust and confidence)
Empathy(the provisions of caring individualised attention to customers
-has up-to-date equipment-physical facilities are visually appealing-employees are neat in appearance-material are visually appealing
-when promise to do something, it does so-shows sincere interest in solving problems-perform the service right the first time-provides service at the time it promises-keep accurate records
-tell the customer when the service will be performed-give prompt service-always willing to help-never too busy to respond to customer request
-employee can be trusted-customer feel safe in transactions with employees-consistently courteous-has knowledge to answers customers questions
-gives individual attention-has operating hours convenient to the customer-employees give personal attention-has best interest in heart-employees understand customer specific needs
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The Expanded Dimensions ofService Quality
1. Time & Timeliness - customer waiting
time, completed on time
2. Completeness - customer gets all they
asked for
3. Courtesy - treatment by employees
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The Expanded Dimensions ofService Quality
4. Consistency - same level of service for all
customers
5. Accessibility & Convenience - ease of
obtaining service
6. Accuracy - performed right every time
7. Responsiveness - reactions to unusual
situations
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
1. Tangibles:
Appearance of physical
facilities, equipment,
personnel, printed and
visual materials
Samples of questions to
ask
Are facilities attractive?
Are staff dressed
appropriately?
Are written materials
easy to understand?
Does technology look
modern?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
2. Reliability:Ability to perform
promised servicedependably andaccurately
Samples of questions to ask If a response is promised
in a certain time, does it
happen? Are exact specifications of
client followed? Are statements or reports
free of error? Is service performed right
the first time? Is level of service same at
all times of day and for allmembers of staff?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
3. Responsiveness:
Willingness to helpcustomers to provide prompt
service
Samples of questions to ask
When there is a problem,
does organization respondto it quickly?
Are staff willing to answer
client questions?
Are specific times for service
accomplishments given toclient?
Are public situations treated
with care and seriousness?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
4. Competence:
Possession of required skilland knowledge to perform
service
Samples of questions to ask
Can staff provide service
without fumbling around? Are materials provided
appropriate and up to date?
Can staff use the technology
quickly and skillfully?
Does staff appear to knowwhat they are doing?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
5. Courtesy:
Politeness, respect,consideration andfriendliness of contactpersonnel
Samples of questions to ask Does staff member have a
pleasant demeanor? Does staff refrain from
acting busy or being rudewhen clients ask questions?
Are those who answer thetelephone considerate and
polite? Do staff observe
consideration of the propertyand values of clients?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
6. Credibility:
Trustworthiness,believability, honesty of the
service provider
Samples of questions to ask
Does service organization
have a good reputation? Do staff members refrain
from pressuring the client?
Are responses given
accurate and consistent with
other reliable sources? Does the organization
guarantee its services?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
7. Security:
Freedom from danger, risk,or doubt
Samples of questions to ask Is it safe to enter the
premises and to use theequipment? Are documents and other
information provided for theclient held securely?
Are use records of clients
safe from unauthorized use? Can client be confident that
service provided was donecorrectly?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
8. Access:
Approachability and ease ofcontact.
Samples of questions to ask How easy is it to talk to
knowledgeable staffmember when client has aproblem?
Is it easy to reach theappropriate staff person in person?
by telephone? by email?
Are service access pointsconveniently located?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
9. Communication:Listening to customers and
acknowledging their comments;Keeping customers informed ina language they canunderstand.
Samples of questions to ask When client contacts service
point, will staff person listen to
their problem and demonstrateunderstanding and concern? Can staff explain clearly the
various options available to aparticular query?
Do staff avoid using technicaljargon when speaking with
clients? Does staff member call if a
scheduled appointment will bemissed?
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SERVICE QUALITY (SERQUAL) According to
Zeithaml, Parasuraman & Berry (1990)
Quality Dimension
11. Understanding theCustomer:
Making the effort to knowcustomers and their needs.
Samples of questions to ask Does someone on staff
recognize each regular client
and address them by name? Do staff try to determine what
client's specific objectives are? Is level of service and cost of
service consistent with whatclient requires and can afford?
Are service providers flexibleenough to accommodate toclient's schedule?
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Quality in different areas of society
Several definitions of quality have been given
above.
Also, the definition will vary depending on the
domain under consideration.
The table below lists several different areas
in our society and indicates some things thatmight be considered to be related to quality
in each.
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Quality in different areas of society Area Examples Airlines On-time, comfortable, low-cost service Health Care Correct diagnosis, minimum wait time, lower
cost, security Food Services Good product, fast delivery, good environment Postal Services Fast delivery, correct delivery, cost
containment Academia Proper preparation for future, on-time
knowledge delivery
Consumer Products Properly made, defect-free, cost effective Insurance Payoff on time, reasonable cost Military Rapid deployment, decreased wages, no graft Automotive Defect-free Communications Clearer, faster, cheaper service
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Importance of Quality
Improvequality
Costs decrease becauseof less rework, fewer
mistakes, fewer delays,snags, better use ofmachine time & materials
Productivityimproves
Capture themarket with
better qualityand lower price
Stay inbusiness
Provide jobsand more jobs