Differing Perspectives on Quality

 What is Quality?
 Differing Functional Perspectives on
Quality
 The Three Spheres of Quality

 Other Perspectives on Quality

 Arriving at a Common Perspective

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-1
 What is Quality?
Garvin’s Product Quality Dimensions

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

©
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
1-2
 What is Quality?
Garvin’s Product Quality Dimensions

Performance Efficiency with

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-3
 What is Quality
Garvin’s Product Quality Dimensions

Performance  Attributes
Features that supplement
Reliability the product’s
basic
Conformance
performance

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-4
 What is Quality
Garvin’s Product Quality Dimensions

Performance Product’s
Features propensity to
Reliability perform
consistently
Conformance
over the
product’s useful
life.

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-5
 What is Quality
Garvin’s Product Quality Dimensions

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-6
 What is Quality
Garvin’s Product Quality Dimensions

 Ability to Durability
tolerate stress  Serviceability
or trauma  Aesthetics
without failing
 Perceived
Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-7
 What is Quality
Garvin’s Product Quality Dimensions

 The ease and Durability

low cost of  Serviceability
repair for a  Aesthetics
product
 Perceived
Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-8
 What is Quality
Garvin’s Product Quality Dimensions

 Degree to Durability
which product  Serviceability
attributes are  Aesthetics
matched to
 Perceived
consumer
preferences Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1-9
 What is Quality
Garvin’s Product Quality Dimensions

 Quality as the Durability

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 10
 What is Quality
PZ&B’s Service Quality Dimensions

 Tangibles
 Service
Reliability

Responsiveness
 Assurance
 Empathy

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 11
 What is Quality
PZ&B’s Service Quality Dimensions

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 12
 What is Quality
PZ&B’s Service Quality Dimensions

Tangibles ability of The

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 13
 What is Quality
PZ&B’s Service Quality Dimensions

 Tangibles willingness The

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 14
 What is Quality
PZ&B’s Service Quality Dimensions

Tangibles knowledge The

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 15
 What is Quality
PZ&B’s Service Quality Dimensions

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

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 16
 What is Quality?

Why does it matter that different

definitions of quality exist?

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 17
 What is Quality?
Differing Functional Perspectives on Quality

Functional Perspectives on quality include:

 Supply Chain Management
 Engineering
 Operations
 Strategic Management
 Marketing
 Financial/Accounting
 Human resources

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 18
 What is Quality?
Differing Functional Perspectives on Quality

Supply Chain Management

 Upstream activities
 Core processes
 Downstream activities

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 19
 What is Quality?
Differing Functional Perspectives on Quality
Engineering Design Life cycle

Applying mathematical problem-

solving skills
and modeling techniques

 Product Design
 Process Design

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 20
 What is Quality?
Differing Functional Perspectives on Quality
Operations Management

Statistical Process
Control (SPC)

 Shewhart’s Control Process

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 21
 What is Quality?
Differing Functional Perspectives on Quality

Operations
Management

 Uses the
systems view
that underlies
modern quality
management
thinking
Conversion System Model of Operations Managemen

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 22
 What is Quality?
Differing Functional Perspectives on Quality
Strategic Management

 Firms establish a planned course of

action to achieve quality objectives
 Course of action must be cohesive
and coherent in terms of goals,
policies, plans, and sequencing to
achieve quality improvement
 Aids an organization to achieve a
sustainable competitive advantage

Generic strategic Planning Process

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.
1 - 23
 What is Quality?
Differing Functional Perspectives on Quality
Marketing
 Focuses on perceived
quality of goods and
services
 The primary marketing
tools for influencing
customers perception of
quality are price and
advertising
 The customer is the focus
of marketing-related
quality improvement
Marketing System

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 24
 What is Quality?
Differing Functional Perspectives on Quality
Financial
Deming Value Chain
 Relies more on quantified,
measurable, results-
oriented thinking
 Identify and measure
costs of quality by
conducting trade-off and
break-even analysis
 The pursuit of quality
does not safeguard a
company against bad
management

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 25
 What is Quality?
Differing Functional Perspectives on Quality
Financial
 Law of diminishing returns

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 26
 What is Quality?
Differing Functional Perspectives on Quality

Human Resources

 Employee empowerment
 Organizational design
 Job analysis

 Quality management flourishes where the

workers’ and company’s needs are closely
aligned

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 27
 What is Quality?
What is Quality?
The Three Spheres of Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 28
 What is Quality?
`
 Other Perspectives on Quality:
 Value-Added Perspective on Quality
 Cultural Perspective on Quality

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 29
 What is Quality?
`
 There are different perspectives on quality
 There is disagreement on the definition of
quality
 Functional perspectives on quality vary
greatly
 Quality control, quality assurance and
quality management focus on different
aspects of quality
 Quality improvement requires a complex
mix of system design, organizational
design, rewards design, and process design

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

1 - 30