Topic 1

Understand the Quality Concepts and

Quality Management

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Introduction: Recognizing Different
Perspectives on Quality
Many different definition and dimension of quality.
Generally, Quality can be viewed as measure of
goodness that is inherent/inbuilt to a product or
service.
Quality is viewed differently from different functions
or perspectives.
To communicate effectively about quality, we need
to recognize that differences in perceptions of
quality exist.
There is a distinction between Service and
Manufacturing from a quality perspective.
We should study quality from a variety of
perspectives.

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Understand the Quality Concepts and
Quality Management

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?
Product Quality Dimensions

David Garvin from Harvard business school found that

definition of quality are:
Transcendent: Quality is something that is intuitively
understood but nearly impossible such as be beauty and love.
Product Based: Quality is found in the components and
attributes of the product.
User Based: If the customer is satisfied, the product has good
quality.
Manufacturing Based: If product conforms to design
specification, it has good quality.
Value based: If the product is perceived as providing good
value for the price, it has good quality.

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What is Quality?
Product Quality Dimensions

From 5 definitions of quality, Garvin developed

8 quality dimensions:

Performance Durability
Features Serviceability
Reliability Aesthetics
Conformance Perceived Quality

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What is Quality?
Product Quality Dimensions

Performance Efficiency with which

Feature a product achieves its
Reliability
intended purpose.
Example: fuel
Conformance
efficiency in an
(
automobile

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What is Quality
Product Quality Dimensions

Performance Attributes of
Features product that
Reliability
supplement the
products basic
Conformance
performance.
Example: TV features
with surround sound,
HDTV, etc

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What is Quality
Product Quality Dimensions

Performance Refer to propensity

Features for product to perform
Reliability
consistently over the
products useful life.
Conformance
Example:2%failure in
useful life of 10 years,
then it is 98% reliable.

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What is Quality
Product Quality Dimensions

Performance Adherence to
Features quantifiable or
Reliability
numeric
specifications. It is
Conformance
always allowed to
vary a small amount
called tolerance.
Example: Size,
electrical
characteristics
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What is Quality
Product Quality Dimensions

The degree to Durability

which a product Serviceability
tolerate stress or Aesthetics
trauma without
Perceived Quality
failing.

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What is Quality
Product 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
Product Quality Dimensions

Subjective sensory Durability

characteristics such Serviceability
as taste, feel, sound, Aesthetics
look and smell.
Perceived Quality
Quality always refer
to the degree to which
product attributes are
matched to consumer
preferences

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What is Quality
Product Quality Dimensions

Quality is based Durability

on opinion. It also Serviceability
as the customer Aesthetics
perceives itbrand
Perceived Quality
image, brand
recognition, word of
mouth.

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What is Quality
Service Quality Dimensions

Service quality is even more difficult to define

than product quality because of the unique
characteristics of service.
Service characteristic:
Customer Participation in the Service Process
Intangibility
Simultaneity
Perishability
Heterogeneity

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What is Quality
Service Quality Dimensions
Parasuraman, Zeithamel and Berry (PZ&B),
marketing professors from Texas A & M University
published a widely recognized set of service quality
dimensions. They define service dimensions are:

Tangibles
Service Reliability
Responsiveness
Assurance
Empathy

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What is Quality
Service Quality Dimensions
Tangibles: Physical facilities, equipment, personnel
and communication materials. Example: cleanliness

Reliability: The ability to perform promised service

dependably and accurately. Reliable service
performance is a customer expectation and means
that the service is accomplished on time, in same
manner and without error every time. Example:
receive mail at same time each day.

Responsiveness: Willingness to help customers and

to provide service promptly. Example: avoid keeping
customers waiting for no apparent reason.

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What is Quality
Service Quality Dimensions
Assurance: Ability employee in term of knowledge
and courtesy to convey trust and confidence.
Assurance dimension includes Competence,
politeness and respect, effective communication and
general attitude to serve customers. Example: being
polite and showing respect for customer.

Empathy: The provision of caring, individualized

attention to customer. Empathy feature:
Approachability, sensitivity, and effort to understand
the customer needs. Example: being a good listener.
.

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What is Quality?
Differing Functional Perspectives on Quality

Different functional in an organization create different perspectives on

quality.
Accountant Info accounting and tax purpose
Operation-Info Process control and scheduling
Finance-info Manage cash
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-use mathematical
statistics to problem related to variation
experienced in production area.
Product Design Engineering-activities
associated with developing a product
from concept development to final
design and implementation. This is the
key factors because quality is assured
at the design state.

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What is Quality?
Differing Functional Perspectives on Quality

Concurrent Engineering- Product and process design

combine the effort and involve the formation of cross
functional team to improve quality and faster speed to
market for new product. Activities involve are life testing
and reliability testing.

Statistical Process Control (SPC)-Monitoring process

Capability and stability.

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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
Strategic refer to planning process used by organization
to achieve a set of long term goal.
Strategic planning quality management.
For Quality Management to be pervasive or persistent
in a firm, it needed to be included in all of the firms
business processes, including strategic Planning.
Quality-related goal, tactics and strategies are part of
strategy planning instead of a separate entity or unit.

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What is Quality?
Differing Functional Perspectives on Quality

Strategic Management

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What is Quality?
Differing Functional Perspectives on Quality
Marketing

Marketers focus on perceived quality of product and services.

Perceived quality means that quality is as the customer views it.
Marketing effort are focus on managing the quality perceptions.
Marketing should also focus on voice of customer (VOC) in order
to improve product and service quality
Financial
Deming: Quality Improvement is linked to reduction of defects and
improved organizational performance (Deming Value Change)

Improve Productivity Stay in

Quality Improve Business

Cost Capture Provide

reduction the market more jobs
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What is Quality?
Differing Functional Perspectives on Quality
Financial
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
Involve the workforce to develop and use its
full potential to meet the companys
objectives.
It is impossible to implement quality without
the commitment and action of the
employees.
Quality management flourishes where the
workers and the companys needs are
closely aligned
To achieve this, Job analysis is required.

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The Three Spheres of Quality

What is Quality?
The Three Spheres of Quality

Quality
Management

Quality Quality
Assurance Control

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The Three Spheres of Quality

Quality Control (QC)

It is based on the scientific method that include
phases of analysis, relation and generalization.
Analysis phase-process is broken into its
fundamental pieces.
Relation phase- involves understanding the
relationship between the parts.
Generalization phase-involves perceiving how
interrelationships apply to the larger
phenomenon of quality being studied.

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The Three Spheres of Quality

Quality Control (QC)

Activities in QC:
Monitoring process capability and stability.
Measuring process performance

Reducing process variability

Optimizing processes to nominal measure

Performing acceptance sampling

Developing and maintaining control chart

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The Three Spheres of Quality

Quality Assurance (QA)

Activities related with guaranteeing the quality of a
product or service.
QA is proactive action to prevent problem from
occur.
QA activities:
Failure mode and effect analysis (FMEA)
Concurrent engineering
Experimental of Design (DOE)
Process Improvement
Design team formation and management
Quality audit
Reliability/durability product testing

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 Quality Management(QM)
Process that overlap and tie together the QC and QA.
QM supports that quality is the responsibility of all
management but not just quality manager.
QM Activities:
Planning for QM
Creating quality organizational culture
Providing leadership and support
Providing training and retraining
Designing an organizational system that reinforces quality ideals
Providing employee recognition
Facilitating organizational communication

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Other Perspectives on Quality:
Value-Added Perspective (VAP) on Quality
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Involve a subjective assessment of the efficiency of
every step of the process for the customer.
This VAP can be pinpointed by asking Would this
activity matter to the customer?
It always have economic value to the customer.

Cultural Perspective on Quality

Quality improvement may differ according to culture.

Japanese companies tend to stress conformity and

uniformity in producing quality.
American firm are more likely to favor empowerment
approaches that reward creativity and individualism.

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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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Thank you
End

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