DIMENSIONS OF QUALITY
The definition of quality is often a hotly debated topic. While it may seem intuitive, when we get
right down to it, “quality” is a difficult concept to define with any precision.
The most fundamental definition of a quality product is one that meets the expectations of the
customer. However, even this definition is too high level to be considered adequate.
In order to develop a more complete definition of quality, we must consider some of the key
dimensions of a quality product or service.
1: Performance
Does the product or service do what it is supposed to do, within its defined tolerances?
Performance is often a source of contention between customers and suppliers, particularly when
deliverables are not adequately defined within specifications.
The performance of a product often influences profitability or reputation of the end-user. As
such, many contracts or specifications include damages related to inadequate performance.
2: Features
Does the product or services possess all of the features specified, or required for its intended
purpose?
While this dimension may seem obvious, performance specifications rarely define the features
required in a product. Thus, it’s important that suppliers designing product or services from
performance specifications are familiar with its intended uses, and maintain close relationships
with the end-users.
3: Reliability
Will the product consistently perform within specifications?
Reliability may be closely related to performance. For instance, a product specification may
define parameters for up-time, or acceptable failure rates.
Reliability is a major contributor to brand or company image, and is considered a fundamental
dimension of quality by most end-users.
4: Conformance
Does the product or service conform to the specification?
If it’s developed based on a performance specification, does it perform as specified? If it’s
developed based on a design specification, does it possess all of the features defined?
5: Durability
How long will the product perform or last, and under what conditions?
Durability is closely related to warranty. Requirements for product durability are often included
within procurement contracts and specifications.
For instance, fighter aircraft procured to operate from aircraft carriers include design criteria
intended to improve their durability in the demanding naval environment.
6: Serviceability
Is the product relatively easy to maintain and repair?
As end users become more focused on Total Cost of Ownership than simple procurement costs,
serviceability (as well as reliability) is becoming an increasingly important dimension of quality
and criteria for product selection.
7: Aesthetics
The way a product looks is important to end-users. The aesthetic properties of a product
contribute to a company’s or brand’s identity. Faults or defects in a product that diminish its
aesthetic properties, even those that do not reduce or alter other dimensions of quality, are often
cause for rejection.
8: Perception
Perception is reality. The product or service may possess adequate or even superior dimensions
of quality, but still fall victim to negative customer or public perceptions.
As an example, a high quality product may get the reputation for being low quality based on poor
service by installation or field technicians. If the product is not installed or maintained properly,
and fails as a result, the failure is often associated with the product’s quality rather than the
quality of the service it receives.
Summary
It should be obvious from the discussion above that the individual dimensions of quality are not
necessarily distinct. Depending on the industry, situation, and type of contract or specification
several or all of the above dimensions may be interdependent.
When designing, developing or manufacturing a product (or delivering a service) the interactions
between the dimensions of quality must be understood and taken into account.
While these dimensions may not constitute a complete list of relevant dimensions, taking them
into consideration should provide us with a better understanding of the slippery concept of
quality.
Dimensions of Service quality
There are extra five dimensions of quality that differ from those of the products .Each of the five
Service Quality Dimensions makes an extra addition to the level and quality of service which the
company offers their customers. It also makes the service far more unique and satisfying.
1. Tangibles;
The tangible Service Quality Dimensionqulaity refers to the appearance of the physical
surroundings and facilities, equipment, personnel and the way of communication. In other words,
the tangible dimension is about creating first hand impressions. A company should want all their
customers to get a unique positive and never forgetting first hand impression, this would make
them more likely to return in the future.
2. Reliability;
The reliability Service Quality Dimension refers to how the company are performing and
completing their promised service, quality and accuracy within the given set requirements
between the company and the customer. Reliability is just as important as a goof first hand
impression, because every customer want to know if their supplier is reliable and fulfill the set
requirements with satisfaction.
3. Responsiveness;
The responsiveness Service Quality Dimension refers to the willingness of the company to help
its customers in providing them with a good, quality and fast service. This is also a very
important dimension, because every customer feels more valued if they get the best possible
quality in the service.
4. Assurance;
The assurance Service Quality Dimension refers to the company's employees. Are the employees
skilled workers which are able to gain the trust and confidence of the customers? If the
customers are not comfortable with the employees, there are a rather large chance that the
customers will not return to do further business with the company.
5. Empathy;
The empathy Service Quality Dimension refers to how the company cares and gives
individualized attention to their customers, to make the customers feeling extra valued and
special. The fifth dimension are actually combining the second, third and fourth dimension to a
higher level, even though the really cannot be compared as individuals. If the customers feel they
get individualized and quality attention there is a very big chance that they will return to the
company and do business there again
