TQM Chapter 2

Strategic Dimensions of Quality

Dimensions of Product Quality

1. Performance
2. Features
3. Reliability
4. Conformance
5. Durability
6. Serviceability
7. Aesthetics
8. Perceived Quality

PERFORMANCE
(Will the product do the intended job?)
Performance consists of the primary operating characteristics of a product.
This dimension of quality involves quantifiable attributes, so brands can typically be ranked objectively on individual
aspects of performance.

FEATURES
(What does the product do?)
Features are added characteristics that boost the attraction of the product or service to the user. They are all the
qualities and characteristics of a product like its size, shape, materials, and its functionalities and capabilities.

Features are often a secondary aspect of performance. Features are the “bells and whistles” of products and
services, those characteristics that supplement their basic functioning.

RELIABILITY
(How often does the product fail?)
Reliability is the likelihood that a product will not fail inside a particular time period. This is a key element for users
who need the product to work with no failures. This dimension reflects the probability of a product malfunctioning or
failing within a specified time period.

Mean time between failures (MTBF) is the average time elapsed from one failure to the next.
Failure rate is the frequency which a component fails, expressed in failures per unit of time.

MTBF = (Total up time)/(# of breakdowns)

Failure rate = # of failures/# of units tested x total length of time

CONFORMANCE
(Is the product made exactly as the designer expected?)
Conformance depicts to what extent a product’s design and operating characteristics meet established standards.
These specifications are normally expressed as a target or “center”; deviation from the center is permitted within a
specified range. One drawback of this approach is the problem of “tolerance stack-up”: when two or more parts are
to be fit together, the size of their tolerances often determines how well they will match.

DURABILITY
(How long does the product last?)
Durability is a measure of how much use a person gets from a product before it breaks down to such a point that
replacement makes more sense than continual repair. It measures the length of a product's life.
There are 3 types of durability testing: vibration testing, shock tests, climatic testing

1. Vibration testing - the vibration environment to which products will be exposed to in real use is reproduced.
2 Types of Vibration Testing:
Vibration experiment - used to test a sample/representative model of volume production; used to improve the
product design
 Vibration stress screening - all production products are tested to eliminate faulty units and approved good
units
2. Shock test - replicates events to determine if structures can withstand sudden applied force.
3. Climatic testing - makes use of an environmental test chamber which artificially replicates the conditions under
which machinery, materials, devices or components might be exposed; also used to accelerate the effects of
exposure to the environment, sometimes at conditions not actually expected.

SERVICEABILITY
(How easy it is to repair the product?)
Serviceability involves the consumer's ease of obtaining repair service like access to service centers/ease of self-
service; the responsiveness of service personnel like the ease of getting an appointment and willingness of repair
personnel to listen to the customer; and the reliability of service like whether the service is performed right the first
time.

AESTHETICS
(What does the product look like?)
Aesthetics means how a product looks, feels, sounds, tastes, or smells. It is clearly a matter of personal judgment and
a reflection of individual preference. It also refers to the “outside” feel of the product. The aesthetics dimension
differs from subjective criteria pertaining to “performance” in that aesthetic choices are not nearly universal.
The aesthetic properties of a product add to a company's or brand's identity.

PERCEIVED QUALITY
(What is the reputation of the company or its product?)
Perceived quality is the individual's subjective appraisal of product's or service's attributes; indirect measures may be
their only basis for comparing brands. Consumers do not always have complete information about a product’s or
service’s attributes.

Reputation is the primary stuff of perceived quality. Its power comes from an unstated analogy: that the quality of
products today is similar to the quality of products yesterday, or the quality of goods in a new product line is similar
to the quality of a company’s established products.

Dimensions of Service Quality

1. Tangibles
2. Reliability
3. Responsiveness
4. Assurance
5. Empathy

Service is normally described as an experience felt by the customer. Services are frequently intangible in nature. The
quality of service is evaluated by how well the customer is contented with the service. Service quality is about
comparing performance with the customer expectations. The key to preserve customers is to be aware of their needs
and fulfill those needs

Tangibles
Since services are tangible, customers derive their perception of service quality by comparing the tangible associated
with these services provided. It is the appearance of the physical facilities, equipment, personnel and communication
materials.

Reliability
It is the ability to perform the promised service dependably and accurately. Reliability means that the company
delivers on its promises-promises about delivery, service provision, problem resolutions and pricing. Customers want
to do business with companies that keep their promises, particularly their promises about the service outcomes and
core service attributes. All companies need to be aware of customer expectation of reliability. Firms that do not
provide the core service that customers think they are buying fail their customers in the most direct way.
Responsiveness
It is the willingness to help customers and provide prompt service. This dimension emphasizes attentiveness and
promptness in dealing with customer’s requests, questions, complaints and problems. Responsiveness is
communicated to customers by length of time they have to wait for assistance, answers to questions or attention to
problems. Responsiveness also captures the notion of flexibility and ability to customize the service to customer
needs.

Assurance
It means to inspire trust and confidence. Assurance is defined as employees’ knowledge of courtesy and the ability of
the firm and its employees to inspire trust and confidence. This dimension is likely to be particularly important for
the services that the customers perceives as involving high rising and/or about which they feel uncertain about the
ability to evaluate. Trust and confidence may be embodied in the person who links the customer to the company.
Thus, employees are aware of the importance to create trust and confidence from the customers to gain competitive
advantage and for customers’ loyalty.

Empathy
It means to provide caring individualized attention the firm provide its customers. In some countries, it is essential to
provide individual attention to show to the customer that the company does best to satisfy his needs. Empathy is an
additional plus that the trust and confidence of the customers and at the same time increase the loyalty. In this
competitive world, the customer’s requirements are rising day after day and it is the companies’ duties to their
maximum to meet the demands of customers, else customers who do not receive individual attention will search
elsewhere.