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5.1: Introduction to Managing Quality

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    117757
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    In today's business environment, quality can be broadly defined as the extent to which a product or service meets or exceeds a customer's expectations.

    Prior to the 1980s, Quality was not a main priority for North American manufacturers. As high-quality goods began flowing into North American markets from Japan, it slowly became apparent that North American companies had fallen behind. Japanese products began to be preferred by consumers who recognized their superior level of quality. This was the case especially in the automotive market.

    For any product the quality of that product is determined by two primary factors. These are DESIGN quality and PROCESS quality.

    Design quality can be described as the quality that a product has in terms of the actual characteristics of the product. Think about the design of your favorite cell phone. The decisions made by Marketing as well as the Design team will determine the way your phone will operate, the quality of the sound, the features it has, not to mention the way it looks, feels and lasts. Below are some facets of quality in products.[1]

    Table \(\PageIndex{1}\): Table denoting design qualities (with cellphone example).
    Design Quality Description Cellphone Example
    Performance Primary operating characteristics Clarity of sound, speed of connection
    Durability Ability to withstand damage A dropped phone withstands damage
    Reliability Long lasting; how long before a breakdown occurs Several years of trouble- free performance
    Features Extra characteristics, bells, and whistles Extra storage space, long lasting battery
    Serviceability How easy it is to fix and how willing the organization is to repair the product Same day repairs, large network of locations
    Reputation Perceived image in the marketplace High scores on global quality ratings
    Aesthetics The appearance of the product, feel, smell, taste Sleek modern design, large screen

    Process quality refers to the ability of the organization to produce the good or service having perfect quality at each stage of the process, or in other words, manufacturing defect-free products.

    Table \(\PageIndex{2}\): Table denoting process qualities.
    Element Description
    Raw Materials Quality level of purchased inputs
    Equipment Capability, well maintained, flexibility
    Employees Experience, training, ability level
    Technology Matches the application

    Measurement of service quality is more challenging. Each customer has a certain performance level in mind from which to compare or evaluate a service. Below are some of the commonly accepted elements in which customers evaluate service performance.

    Table \(\PageIndex{3}\):
    Element Description
    Tangibles Any physical products used during the service
    Reliability Dependable service, correctly done each time
    Convenience How accessible the service provider is
    Responsiveness The willingness to respond to customer requests
    Time How quickly the service is delivered
    Courtesy The politeness and friendliness of employees
    Consistency Repeated consistent performance without fail
    Assurance Employees have a high level of expertise and trust

    5.1: Introduction to Managing Quality is shared under a CC BY-NC 4.0 license and was authored, remixed, and/or curated by LibreTexts.

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