Eight Dimension of Quality

Different Definitions of Quality

 - Fit for purpose

 - Conformance to Requirements.

 - It’s Freedom from defects.

 - It is a degree of excellence.

 - It is value for performance

David A. Garvin, a specialist in the area of quality, argues that quality can be used in a strategic way to compete effectively and an appropriate quality strategy would take into consideration various important dimensions of quality.

Dimension 1: Performance

 - Performance means product’s primary operating characteristics.

 - This dimension of quality involves measurable elements. For example while purchasing television set the attributes is Picture quality, sound quality etc.

 - The performance of product reflects on the profitability or reputation of the business.

Dimension 2: Features

 - Features are additional characteristics that enhance the appeal of the product or service to the customer.

 - For example, all cars have wheels, steering wheel, windows, seat belts but only some cars have GPS System.

Dimension 3: Reliability

 - Reliability of product is the degree of dependability and trustworthiness of the benefits of the product for a long period of time.

- It addresses the probability that the product will work without interruption or breaking down.

Dimension 4: Conformance

 - It is the degree to which the product conforms to pre-established specifications.

 - If it’s developed based on a performance specifications, does the product perform as specified? If the product is developed based on a design specification, does it possess all of the features defined?

Dimension 5: Durability

 - Durability is related to how long will the product perform and under what conditions?

 - Durability is nearly related to warranty.

 - The durability (warranty) of home appliances such as a washing machine can range from 10 to 15 years.

Dimension 6: Serviceability

 - The product supplied by you is relatively easy to maintain and repair?

 - Serviceability is the speed with which the product can be put into service when it failed, as well as the competence and the behavior of the service person.

Dimension 7: Aesthetics

 - Aesthetic aspect of a product is comparatively subjective in nature and refers to its impact on the human senses such as how it looks, feels, sounds, tastes etc., depending upon the type of product.

Dimension 8: Perception

 - How the customer thinks about a specific product is called perceived quality.

 - Rolex Watches, Lamborghini are perceived to be high quality items by the customers.

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 brought under consideration.