Foster Mq5 Ch01

Chapter 1
Differing Perspectives
on Quality
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-1

Differing Perspectives on Quality
Chapter 1
 What is Quality?
 Differing Functional Perspectives on Quality
 The Three Spheres of Quality
 Other Perspectives on Quality
 Arriving at a Common Perspective

What is Quality?
Garvin’s Product Quality Dimensions
 Performance  Durability
 Features  Serviceability
 Reliability  Aesthetics
 Conformance  Perceived Quality
©
What is Quality?
Performance Efficiency with

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

What is Quality
Performance  Attributes that

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

What is Quality
Performance Product’s ability to

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

What is Quality
Performance Adherence to
Features quantifiable
Reliability
specifications
Conformance

What is Quality
 Abilityto tolerate Durability

stress or trauma  Serviceability
without failing  Aesthetics
 Perceived Quality

What is Quality
 The ease and low Durability

cost of repair for a  Serviceability
product  Aesthetics

What is Quality
 Degree to which Durability

product attributes  Serviceability
are matched to  Aesthetics
consumer
preferences
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What is Quality
 Quality as the Durability

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

What is Quality
PZ&B’s Service Quality Dimensions
 Tangibles
 Service Reliability
 Responsiveness
 Assurance
 Empathy

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

What is Quality
Tangibles ability of the The

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

What is Quality
 Tangibles The willingness of

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

What is Quality
Tangibles knowledge The

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

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

What is Quality?
Why does it matter that different definitions of quality exist?
Understanding the multiple dimensions of quality

desired by customers can lead to improved
product and service quality.

What is Quality?
Differing Functional Perspectives on Quality
Functional Perspectives on quality include:
This section views quality management from the perspective of
several different functions, which are:-
 Supply Chain Management
 Engineering
 Operations
 Strategic Management
 Marketing
 Financial/Accounting
 Human resources

What is Quality?
Supply Chain Management
Supply chain has the following main parts
 Upstream activities
 Core processes
 Downstream activities
 For the up stream activates :- quality management can be
incorporated through supplier qualification, supplier development,
and acceptance sampling.
 Supplier qualification involves evaluating suppliers to determine if
they are worthy or not, sometimes this can be carried out through
supplier filters as for using ISO 9000, 2008
 Supplier Development means evaluating, training, and
implementing systems with suppliers.
 Acceptance sampling may be needed to determine whether
supplier product meets specifications
What is Quality?
Supply Chain Management

 Core processes involve value stream mapping
which requires flow charting to determine where
customer value is created as well as identifying
non value – added steps.
 Down stream include shipping and logistics ,
customer support, and focusing on delivery and
reliability. Supply chain has also focused on
after- sale service .

What is Quality?
Engineering Design Life cycle
Applying mathematical problem-

solving skills
and modeling techniques
Two of the major emphasis of
Engineering are:-
 Product Design
 Process Design
 Product design involve all those
activities associated with developing
a product from concept development
to final design and implementation

What is Quality?
 Product and process design were two separated areas and in
most cases they were sequential activities. Yet, Concurrent
engineering has resulted in the simultaneous performance of
these activities. The result has been improved quality and faster
speed to market for new products.
 Engineering has introduced statistical thinking to the problem of
reliability. Reliability management is concerned with assessing
and reducing the probability of a product to fail. Redundant
products can be used to take over for failed products.
 Another engineering related contribution to quality management
is statistical process control, which is concerned in monitoring
process capability and process stability.

What is Quality?
Operations Management  Today: quality problems are

 Like engineers, operations being addressed through an
managers are interested in integrated approach
product and process combining engineering,
design. But rather than operations research,
focusing on the technical
organizational theory, and
aspects, managers tend to
stress over managerial
strategic management.
aspects.
 Initially, operations quality
was focused on statistical
process control (SPC).
Later, the deeming's
teachings were adopted.
What is Quality?
Operations Management OM focuses on the management
(OM) and continual improvement of
 Uses the systems view that conversion processes.
underlies modern quality
management thinking . The
system view involves the
understanding that system
quality is the result of the
interactions of several
variables such as machines ,
labor , procedures, planning,
and management. The system
view focuses management on
the system as the cause of the
quality problems

What is 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
What is Quality?
Marketing
 Focuses on perceived  Marketing focus on the service at the
quality of goods and time of transaction and after-sales
services. Quality as the service
customer views it not as
conformance to specs
aspect.
 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
What is 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
What is Quality?
Financial
 Law of diminishing returns

What is Quality?
Human Resources
 Employee empowerment: involves moving the decision
making process to the lowest level possible in the
organization. Such as allowing workers to change worn-
out tools without management approval.
 Organizational design:- HR managers are involved in
many aspects of organizational design, as such, the
design of reward systems, pay systems , and training. HR
balances the needs of both the company and the
employees. Quality management flourishes where the
workers’ and company’s needs are closely aligned
 Job analysis: collecting detailed information about each
job, tasks, skills, abilities, knowledge, then defining job
description based over these data to define the payment
scheme.
What is Quality?
What is Quality?
One way to conceptualize quality  The Three Spheres
management is known as the three
spheres of quality.
of Quality
 The sphere of quality control is based
on the scientific method. Activities
relating to quality control include
 Monitoring process capability and
stability
 Measuring process performance
 Reducing process :variability
 Optimize processes to nominal
measures
 Performing acceptance sampling
 Developing and maintain control
charts
 Quality Assurance:- refers to activities
associated guaranteeing the quality of
the product or service
What is Quality?
 Quality assurance  Quality Management:- the
management process that tie
activities include together the control and
 Failure mode and assurance activities. Quality
effects analysis management activates include :-
 Planning for quality
 Concurrent improvement
Engineering  Creating a quality
 Experimental design organizational culture
 Providing leadership and
 Process involvement
support
 Reliability/ durability  Providing training and
product testing retraining

What is Quality?
`
 Other Perspectives on Quality:
 Value-Added Perspective on Quality
A value added perspective on quality involves a
subjective assessment of the efficacy of every single
step of the process towards the customer. It can be
assessed by asking “would this activity matter to the
customer”. Does it have an economical value to the
customer
 Cultural Perspective on Quality

What is Quality?
 Arriving at a common understanding of quality using a
contingency perspective of quality
Contingency theory presupposes that there is no theory or method for
operating a business that can be applied in all instances. For example, a
company that defines part of its mission as “valuing and satisfying customers
through personalized services” will pursue a different approach than another
company that has “applying technology to solving customer problems”. The
first will go to a personnel approach towards its customers whereas the later
will prefer digital interfaces for customer interaction.
Also by adopting the contingency approach, various definitions and
dimensions within organizations will (and should vary). The definitions of
quality used by department of agriculture, Ford Motors, and the university of
Colorado will not be the same.
This approach provides flexibility for managers in pursing quality
What is Quality?
Chapter 1 Review
`
 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

`
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otherwise, without the prior written permission of the publisher.
Printed in the United States of America.

Foster Mq5 Ch01

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Chapter 1

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-1

 The Three Spheres of Quality

 Other Perspectives on Quality

 Arriving at a Common Perspective

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-2

Performance Efficiency with

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-4

Performance  Attributes that

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-5

Performance Product’s ability to

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-6

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-7

 Abilityto tolerate Durability

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-8

 The ease and low Durability

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall. 1-9

 Degree to which Durability

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 Quality as the Durability

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Tangibles ability of the The

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 Tangibles The willingness of

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Tangibles knowledge The

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Understanding the multiple dimensions of quality

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Supply Chain Management

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Applying mathematical problem-

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Operations Management  Today: quality problems are

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 Firms establish a planned

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