Chapter 2

1. Different Perspectives on Quality Chapter 2 Prepared & customized by : Dr.AliZahrawi ali.zahrawi@khawarizmi.com

2. Chapter Overview • Recognizing Different Perspectives on Quality • What is Quality? • Differing Perspectives on Quality • Other Perspectives on Quality

3. The reasons perceptions differ is 1. Backgrounds 2. Tastes and preferences 3. Attitudes and feelings CHAPTER 2--> Different Perspective on quality

4. Recognizing Different Perspectives on Quality • Different Perspectives on Quality • There are many different definitions and dimensions of quality. • For the present, you should view quality as a measure of goodness that is inherent to a product or service. • Employees working for the same firm often view quality differently as illustrated in the next slide. CHAPTER 2--> Different Perspective on quality

5. Recognizing Different Perspectives on Quality Different View of Quality that can Exist in the Same Firm Engineering Marketing Accounting A marketing executive might associate quality with quick design time A product engineer might associate quality with product design An accountant might associate quality with low product cost CHAPTER 2--> Different Perspective on quality

6. Recognizing Different Perspectives on Quality • As Illustrated in the Proceeding Slide, Perceptions on Quality Can Vary • In order to communicate effectively about quality, managers need to recognize that differences in perceptions of quality exist. CHAPTER 2--> Different Perspective on quality

7. Recognizing Different Perspectives on Quality • Perceptions affect every aspect of our world – including the business world. • Managers need to recognize that differences in perceptions of quality exist. • Many managers have strong opinions about what quality is. These opinions can be variance with the beliefs of the majority of their customers. This may hurt the competitiveness.

8. Product Quality Dimensions (David Garvin) 1. Transcendent Definition • Quality is something that is intuitively understood but nearly impossible to communicate such as beauty or love. 2. Product-Based Definition • Quality is found in the components and attributes of a product. 3. User-Based Definition • If the customer is satisfied, the product has good quality. CHAPTER 2--> Different Perspective on quality

9. Product Quality Dimensions(Contd..) 4. Manufacturing-Based Definition • If the product conforms to design specifications,it has good quality. 5. Value-Based Definition • If the product is perceived as providing good value for the price, it has good quality. CHAPTER 2--> Different Perspective on quality

10. Garvin’s Product Quality Dimensions(David Garvin) 1. Performance 2. Features 5. Durability 3. Reliability 6. Serviceability 4. Conformance 7. Aesthetics 8. Perceived Quality CHAPTER 2--> Different Perspective on quality

11. Garvin’s Product Quality Dimensions(David Garvin) 1. Performance • Refers to the efficiency with which a product achieves its intended purpose. 2. Features • Attributes of a product that supplement a product’s basic performance. 3. Reliability • The propensity for a product to perform consistently over its useful design life. CHAPTER 2--> Different Perspective on quality

12. Garvin’s Product Quality Dimensions 4. Conformance ( specifications and tolerance) • Numerical dimensions for a product’s performance, such as capacity, speed, size, durability, color, or the like.( easily quantified and difficult for a service to conform) 5. Durability • The degree to which a product tolerates stress or trauma without failing. CHAPTER 2--> Different Perspective on quality

13. Garvin’s Product Quality Dimensions 6. Serviceability • Ease of repair easily and cheaply. If service is rapid, courteous, easy to acquire, and competent, then the product have good serviceability. 7. Aesthetics • Subjective sensory characteristics such as taste, feel, sound, look, and smell. We measure quality as the degree to which product attributes are matched to consumer preferences. 8. Perceived Quality • Quality is as the customer perceives it. Customers imbue products and services with their understanding of their goodness. This is perceived quality. CHAPTER 2--> Different Perspective on quality

14. Quality Dimensions • The Garvin list of quality dimensions, although it is the most widely cited and used, is not exhaustive. • Carol King identified dimensions of service quality such as responsiveness, competence, access, courtesy, communication, credibility, security, and understanding. CHAPTER 2--> Different Perspective on quality

15. Service Quality • Service quality is even more difficult to define than product quality. • This often results from wide variation created by high customer involvement. • The example is fountain pen and food service. CHAPTER 2--> Different Perspective on quality

16. Service Quality Dimensions 7. Professionalism 8. Timeliness 9. Completeness 10. Pleasantness • Tangibles • Service reliability • Responsiveness • Assurance • Empathy • Availability CHAPTER 2--> Different Perspective on quality

17. Service Quality Dimensions 1. Tangibles • Include the physical appearance of the service facility, the equipment, the personnel, and the communication material. 2. Service Reliability • Differs from product reliability in that it relates to the ability of the service provider to perform the promised service dependably and accurately. 3. Responsiveness • The willingness of the service provider to be helpful and prompt in providing service. CHAPTER 2--> Different Perspective on quality

18. Service Quality Dimensions (Contd..) 4. Assurance • The knowledge and courtesy of employees and their ability to inspire trust and confidence. 5. Empathy • the customer desires caring, individual attention paid to customers by the service firm. • There are several other dimensions of service quality ( please see above). CHAPTER 2--> Different Perspective on quality

19. Service Quality Dimensions (Contd..) • It should be noted that service design strives to address these different service dimensions simultaneously. • It is not sufficient for a service firm to provide only empathy if responsiveness and service reliability are inadequate. CHAPTER 2--> Different Perspective on quality

20. Why Does It Matter That Difference Definitions of Quality Exist? • By sharing a common definition of quality, each department within a company can work toward a common goal. • Understanding the multiple dimensions of quality desired by customers can lead to improved product and service design. Ex. HP embarked on a “customer one-on-one” program that emphasized customer interaction with production workers. CHAPTER 2--> Different Perspective on quality

21. Differing Functional Perspectives on Quality • One of the important determinants of how we perceive quality is the functional role we fulfill organizationally. • It is difficult to communicate with information systems users and internal managers for several reasons. • User system requirements differ from analyst system requirements, therefore : • This difference in the nature of the work performed by users and analyst causes them to see quality issues differently.

22. Differing Functional Perspectives on Quality • Firm must constantly improve their communication. • Experience with cross-functional teams has been difficult for many firms because of poor communication skills among team members.

23. Differing Functional Perspectives on Quality • An Engineering Perspective • An Operations Perspective • A Strategic Management Perspective • A Marketing Perspective • A Financial Perspective • The Human Resources Perspective CHAPTER 2--> Different Perspective on quality

24. Engineering Perspective on Quality Design Life Cycle Idea Generation Prototype Iterations Preliminary Design Prototype Development Final Definition Product Design & Evaluation Implementation

25. Operations Perspective on Quality • Nature of Operations Perspective • The operations management view of quality is rooted in the engineering approach. • Like engineers, operations managers are very concerned about product and process design. However, rather than focusing on only the technical aspects of these activities, operations concentrates of the management of these activities. • Today, operations management has developed into an integrative field, combining concepts from engineering, operations research, organizational theory, organizational behavior, and strategic management.

26. Operations Perspective on Quality-- The Systems View of Operation Management The Conversion Systems Model of Operation Management Planning Organizing Inputs Conversion Process Outputs Customer Process Control Controlling Customer Feedback

27. Operations Perspective on Quality-- The Systems View of Operation Management • This systems view focuses on interactions between the various components that combine to produce a product or service. • The systems view also focuses management on the system as the cause of quality problems.

28. End of Chapter 2