Download a. Product Quality Dimensions

1.0 : Introduction To Quality
Topics
1.1. What is Quality?
1.2. Recognizing Different Perspective on
Quality.
1.3. Differing Functional Perspectives on
Quality.
1.4. Other Perspectives on Quality.
1.5. Quality Concepts
1.6. Quality and Competitiveness
1-1
What is Quality ?
Sales Dept
Production Dept
Marketing Dept
Production Engineering
Design Dept
Customers
1-2
What was happening ?
As Requested By Sales
As Produced By Factory
As Analyzed by Marketing
As Installed by Field
Engineers
As Designed By Engineering
WHAT THE USER REALLY
WANTED
1-3
Cont…
Services
Product
1-4
Cont…
Product
1-5
Cont…
Services
1-6
Cont…
If You Ask 10 People to Define Quality,You Probably Will Get 10
Definitions – Foster (2010) – pg 29
According to Summers, Donna C. S. :
The American Society for Quality defines quality as a subjective term for which
each person had his or her own definition. In technical usage, quality can have two
meanings : (a) the characteristics of a product or service that bear on its ability to
satisfy stated or implied needs; (b) a product or service free of deficiencies.
Dr. W. Edwards Deming describes quality as ‘nonfaulty systems’ – are error-free
systems that have ability to provide the consumer with a product or service as
specified.
Dr. Joseph M. Juran describes quality as fitness for use.
Philip Crosby describes quality as conformance to requirements (nonquality as
nonconformance).
1-7
Cont…
Summers, Donna C. S. (2010) concluded that the above definitions
stated three types of quality:
Quality of Design – means that the product has been designed to successfully fill a
consumer need, real or perceived.
Quality of Conformance – means conformance to requirements, refers to the
manufacture of the product or the provision of the service that meets the
specific requirements say by consumer.
Quality of Performance – means that the product or service performs its intended
function as identified by the consumer.
Summers, Donna C. S. (2010) stressed -- that clearly
communicating the needs, requirements, and expectations
of the consumer requires a more complete definition of
quality.
1-8
Cont…
But … Summers, Donna C. S. (2010) believes that perhaps most
complete definition of quality is as defined by Armand Feigenbaum :
Quality is a customer determination which is based on the customer’s actual
experience with the product or service, measured against his or her requirements
– stated or unstated, conscious or merely sensed, technically operational or entirely
subjective – and always representing a moving target in a competitive market.
Some key words stand out from this definition are :
a.
Customer Determination – only a customer can decide if and how well a
product or service meets his or her needs, requirements, and expectations.
b. Actual Experience – the customer will judge the quality of a product or service
not only at the time of purchase but throughout usage of the product or
service.
c. Requirements – necessary aspects of a product or service called for or
demanded by the customer may be stated or unstated, conscious or merely
sensed.
d. Technically Operational – aspects of a product or service may be clearly
identified in words by the consumer.
e. Entirely Subjective - aspects of a product or service may only be conjured in a
consumer’s personal feelings.
1-9
1.2. Recognizing Different
Perspectives on Quality.
a. Product Quality Dimensions
b. Service Quality (SQ) Dimensions
1 - 10
Cont..
a. Product Quality Dimensions
Foster (2010) – David Garvin found that most definitions of quality
were either (a) transcendent, (b) product-based, (c) user-based,
(d) manufacturing-based, or (e) value-based.
Transcendent – Quality is something that is intuitively
understood but nearly impossible to communicate, such as
beauty or love.
Product-based – Quality is found in the components and
attributes of a product.
User-based – If the customer is satisfied, the product has good
quality.
Manufacturing-based – If the product conforms to design
specifications, it has good quality.
Value-based – If the product is perceived as providing good
value for the prove, it has good quality.
1 - 11
Cont…
From these five definitions of quality, Garvin developed a list of eight quality
dimensions:
i. Performance – refers to the efficiency with which a product achieves its
intended purpose. This might be the return on a mutual fund investment, the
fuel efficiency of an automobile, or the acoustic range of a pair of stereo
speakers. Generally, better performance is synonymous with better quality.
ii. Features – are attributes of a product that supplement the product’s
basic performance. These include many of the ‘bells and whistles’ contained
in products. For example Electronic shop / store will reveal some features
such as HDTC capability, plasma, and size.
iii. Reliability – refers to the propensity for a product to perform
consistently over its useful design life. A product considered reliable if the
chance that it will fail during its designed life is long. For example if a
computer has a 2% chance of failure in useful life of 5 years, we say that it is
98% reliable.
1 - 12
Cont…
iv. Conformance – when a product is designed, certain numeric dimensions
for the product’s performance are established, such as capacity, speed, size,
durability, or the like. These numeric product dimensions are referred to as
specifications. Specifications typically are allowed to vary small amount called a
tolerance. If a particular dimension of a product is within the allowable range of
tolerance of the specification, it conforms. For example video camera.
v. Durability – is the degree to which a product tolerates or trauma without
failing. For example car battery.
vi. Serviceability – a product is very serviceable if it can be repaired easily
and cheaply. For example personal computer
vii. Aesthetics – are subjective sensory characteristics such as taste, feel,
sound, look, and smell. In terms of aesthetics, we measure quality as the
degree to which product attributes are matched to consumer preferences. For
example cell phone color.
viii. Perceived Quality – is based on customer opinion. Customer imbue
products and services with their understanding of their goodness. This is
perceived quality.
Cont..
b. Service Quality (SQ) Dimensions
Foster (2010), SQ is even more difficult to define than product
quality. Although services and production share many
attributes, services have more diverse quality attributes than
products.
Parasuraman, Zeithaml, and Berry (1985), published a
widely recognized set of service quality dimensions.
i. Reliability : Delivering on Promises - is defined as the
ability to perform the promised service dependably and
accurately. In broadest sense, reliability means that the company
delivers on its promises – promises about delivery, service
provision, problem solution and pricing.
1 - 14
Cont..
ii. Responsiveness : Willing to Help - is willingness to help
customers and to provide prompt service. This dimension
emphasizes attentiveness and promptness in dealing with
customer requests, questions, complaints, and problems.
Responsiveness is communicated to customers by the 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 .To excel the dimension of responsiveness, a company
must be certain to view the process of delivery and handling
request.
iii. Assurance : Inspiring Trust and Confidence - is defined
as employees’ knowledge and courtesy and ability of the firm
and its employees to inspire trust and confidence.
1 - 15
Cont..
iv. Empathy :Treating Customers as Individual - is
defined as the caring, individualized attention the firm provides
its customers. The essence of empathy is conveying, through
personalized or customized service, that customers are unique
and special. Customers want to feel understood by and
important to firms that provide service to them.
v.Tangibles : Representing the Service Physically - are
defined as the appearance of physical facilities, equipment,
personnel, and communication materials. All these provide
physical representations or images of the service that
customers, particularly new customers, will use to evaluate
quality.
1 - 16
1.3. Differing Functional
Perspectives on Quality.
 One of the important determinants of how we
perceive quality is the functional role we fulfill
organizationally.
 Functional
Perspectives include:
 Supply Chain Perspective
 Engineering Perspective
 Operations Perspective
 Strategic Management Perspective
 Marketing Perspective
 Financial Perspective
 Human Resource Perspective
1 - 17
Cont…
A. Supply Chain Perspectives

The value chain includes inbound logistics, core
processes, and outbound logistics, human
resources, information systems, and purchasing.
 Operations, logistics, and marketing are the
primary participants in supply chain.
1 - 18
Cont…
B. Engineering Perspective
 The major emphasis of engineering
perspective are:
 Product Design Engineering
 Concurrent Engineering
 SPC
1 - 19
Cont…
Product Design Engineering (PDE)

•
The PDE involves
all those activities associated
with developing a product from
concept development to final design and
and implementation.
Product design is the key because quality is assured
at design stage.
1 - 20
Cont…
Concurrent engineering

Concurrent engineering involves the
formation of cross-functional team.

This allows engineers and managers
of differing disciplines to work
together simultaneously in developing
product and process designs.

Concurrent design has been improved
quality and faster speed to market for
news products.
1 - 21
Cont…

SPC

Is concerned with monitoring process
capability and process stability.
1 - 22
Cont…
C. Operations Perspective

Operation management view of quality is rooted in the
engineering approach but grown beyond the technical
engineering perspective.

Uses the Systems View that underlies modern Quality
management thinking.

Systems view involves the understanding that product
quality is the result of the interactions of several variables,
such as machines, labors, procedures, planning, and
management.
1 - 23
Cont…

Operation management uses the system view which is
involves the understanding that product quality is the
result of the interactions of several variables, such as
machine, labor, procedures, planning, and management.
Planning
Input
Organizing
Process
Controlling
Output
Process
Control
Customer
Feedback
1 - 24
Cont…
D. Strategic Management Perspective
Strategic refers to the planning, processes
used by an organization to achieve a set of
long-term goals.
 The keys are planning processes and a
long-term orientation
This plan must be cohesive and coherent with
goals, policies, plans, and sequence to achieve
quality improvement.
1 - 25
Mission/Vision/Goals
External Analysis
Internal Analysis
Strategic Options
Business-Level Strategy
…………………………
Corporate-Level Strategy
………………………….
Operational Subplans
Organizational Design
Change Management
Organizational
Reward System
Strategic Alignment
between Structure
and Goals
1 - 26
Cont…
E. A Marketing Perspective
 Traditionally, the term marketing has referred to
activities involves with directing the flows of products
and services from the producer to the consumer.
 More recently, in a trend known as customer
relationship management, marketing has directed
its attention toward satisfying the customer and
delivering value to the customer.
 The marketers focus on perceived quality
(means that quality as the customer views it) of
product and services.
 The primary marketing tools for influencing
customer perceptions of quality are price and
advertising.
1 - 27
Cont…
 Marketing also concerned about systems.
Marketing System
Organization
Offering
Offering
Payment
Intermediary
Offering
Payment
Payment
Customer
1 - 28
Cont…
 Another important contribution of the marketing
perspective are :
 Time of the transaction
 After-sales support
1 - 29
Cont…
F. A Financial Perspective
The finance function is primarily interested in
the relationships between the risks of
investments and the potential rewards resulting
from those investments.
Deming: Quality Improvement is linked to
reduction of defects and improved organizational
performance
Juran : Quality related costs can result in
lost sales because of a poor reputation for
reliability
1 - 30
Improve Quality
Deming Value Chain
Cost Decrease (Less
rework, fewer mistakes,
fewer delays, snags,
better use of machine
time and materials)
Productivity Improves
Capture the Market
Stay in Business
Provide Jobs and More
Jobs
1 - 31
Cont…
G. Human Resources
 It is impossible to implement quality without the
commitment and action of the employees.
1 - 32
1.4. Other Perspectives on Quality.
H. Value-Added Perspective on Quality

A Value-Added Perspective on Quality
involves a subjective assessment of the efficacy
of every step of the process for the customer.
1 - 33
Cont…
I. Cultural Perspective on Quality

National / International marketers have long
noted differences in taste and preferences
between cultures and nations.
1 - 34
1.5. Quality Concepts.
 Garvin (1988) – quality is an unusually slippery
concept, easy to visualize and yet exasperatingly
difficult to define. It remains a source of great
confusion to manager.
 The concept derived or inferred from specific instances
or occurrences or a thought or notion.
 The concept of Quality is very similar to the concept
of beautiful or good.
 It is very difficult to define and one definition can be
the opposite of another.
 We must deal with reason and attempt to define
clearly what we are hoping to achieve in the study of
this topic.
1 - 35
Cont..
Sinha and Willborn (1985)--- an abstract explanation of
quality concept as follows :


Quality is what people think it is, perceive it to be, or
experience it to be.
Quality perceived as high, low, or negative, describes its value
in utility and useful.

Quality is not always what the consumer buys and expects as
fair and adequate.

Quality is also understood as ‘excellence,’ which is better than
a minimum standard.
1 - 36
Cont..

Quality means not just fitness for use but, in more specific
terms, reliability, safety, maintainability, status etcetera.

Quality in business is expressed as specified standards against
which actual performance and conformance can be measured.

Quality, understood as product and service characteristics
that are specified, standardized, and contracted, has a
relationship to quantity, time, and space..

Quality also is an expression of the people who contribute to
produce. Attaining quality is thus everybody’s responsibility.

Quality is totality of all attributes and characteristics of a
product or service as specified, required, and expected.
1 - 37
Cont..
Four quality concepts
 Zero Defects
Implies that there is no tolerance for errors within the
system.
The goal of all processes is to avoid defects in the
product or service.
Similar to six sigma: almost zero defects
1 - 38
Cont..

The Customer is the Next Person in the Process
◦ The internal organization has a system that ensures the product or
service is transferred to the next person in the process in a complete
and correct manner.
◦ The product or service being built is transferred to another internal
party only after it meets all the specifications and all actions at the
current work station.
◦ Avoids incorrectly assembled components and poor workmanship.
Cont..
 Do
the Right Thing Right the First Time
◦ Implies that it is easier and less costly to do the work right the first
time than it is to do it the second time.
◦ Entails the training of personnel to ensure sufficient skills and tools to
correctly complete the work.
Cont..
 Continuous
Improvement Process (CIP)/ Kaizen
◦ A sustained, gradual change to improve the situation.
◦ Differs from innovation -- does not make a sudden jump to a plateau
where it matures over time.
◦ Focuses on 11 principles: constancy of purpose, commitment to
quality, customer focus and involvement, process orientation,
continuous improvement, system-centered management, investment in
knowledge, teamwork, conservation of human resources, total
involvement, and perpetual commitment.
Cont.. – Quality Concepts in Education

There are four main issues: – Johnson and Golomskiss
(1999)…
◦ Incorporation of quality concepts in the curriculum.
◦ Using quality concepts to improve educational administration.
◦ Using quality concepts to improve the teaching of any subject
◦ Quality concepts in doing research
Cont.. – Quality Concepts

Garvin, D.A. (1988) in his book ‘Managing Quality : The
Strategic and Competitive Edge.’ … Five principle
approaches to defining quality are (as being discussed
earlier):





Transcendent (Luar Biasa)
Product-based
User-based
Manufacturing-based
Value-based
Cont.. – Quality Concepts

Foster (2010) – one way to conceptualize the quality
management is known as the three spheres of
quality.
QM
QA
QC
QC
QA
QM
Monitoring process
capability and stability
FMEA
Planning for Quality
Improvement
Measuring process
performance
Concurrent engineering
Creating a quality
organizational culture
Reducing process
variability
Experimental design
Providing leadership and
support
Optimizing processes to Process improvement
normal measures
Providing training and
retraining
Performing acceptance
sampling
Design team formation
and management
Designing an
organizational system
that reinforce quality
ides
Developing and
maintaining control
charts.
Off-line
experimentation
Providing employee
recognition
Reliability / durability
product testing
Facilitating
organizational
communication
1.6. Quality and Competitiveness
Concepts.
Operation Management
Product &
Services
Process,
Technology,
and Capacity
SPC
Project Mgt
Facilities
Designing the System
Human
Resources
Competitiveness
Sumber : Russell, R.S and Taylor III, B.W. (2006). Operations Management : Quality and
Competitiveness in a Global Environment.
Global Operations
Quality
Quality Mgt
Cont…

Quality Management – management is a process involving
certain functions and work activities that managers must
perform to achieve an enterprise’s goals.

Products and Services – the design process converts customer
requirements into technical product or service characteristics.

Processes, Technology, and Capacity – once the product/service has
been designed, the physical process for producing the
product/service must be prepared. Process planning involves
deciding what tasks need to be done, what labor and equipment
resources are needed, and how they are to be coordinated.
Cont…

Facilities – to be effective, processes must be physically
housed in facilities that are laid out in an efficient fashion.

Human Resources – a primary component of production
(product/service) is the work performed by people, alone, together,
or with machines and equipment.

Project Management – is a technique at breaks down complex
processes, schedules activities, and ensures that the project is
completed on time and on budget.
Summarizing
What is
quality
Quality and
Competitiveness
End
Quality
Concepts
Other
Perspectives
on Quality
Recognizing
Different
Perspectives
on Quality
Differing
Functional
Perspectives
on Quality