THE RANGE OF QUALITY

The Eight Dimensions of Product Quality

Reference: David A Garvin, Competing on the Eight Dimensions of Quality, Harvard Business
Review, November-December 1987, pp. 101-109.

The Seven Dimensions of Service Quality

Reference: Operations Management, authored by Roberta S. Russell and
Bernard W. Taylor III, and published by Prentice Hall.

Strategic Implications of the

Eight Dimensions of Quality
Pursue a selective quality niche. To distinguish your
product or service from those of your competitors, use
some but not all of the dimensions of quality. (It is
unwise and often impossible to pursue excellence in all
dimensions.)

Conduct market research to determine which of the

dimensions of quality are most important to your
customers. Do not introduce or persist with dimensions
of quality that are unimportant to your customers.
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