5.1: Introduction to Managing Quality
- Page ID
- 111197
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)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 favourite 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]
| 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.
| 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.
| 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 |