INTRODUCTION TO QUALITY

March 27th, 2020

Prof. Bouchra BADAOUI & Prof. Abdelmjid KETTIOUI
COURSE OUTLINE

• DEFINING QUALITY
• WHY IS QUALITY CRUCIAL FOR A BUSINESS?
• QUALITY MANAGEMENT
• QUALITY CRITERIA
• DIMENSIONS OF SERVICE QUALITY
• QUIZ
DEFINING QUALITY
• ‘the degree of excellence of a thing.’- Oxford English Dictionary (OED).
• According to the International Organization for Standardization
(ISO), quality is “the degree to which a set of inherent characteristics
fulfill requirements.
• Quality in a product or service has less to do with what the supplier
puts in than with what the customer gets out and is willing to pay for.
• Leading American business guru Edward Deming defines quality as:
• Quality = Results of Work Effort
• Total Costs
WHY IS QUALITY CRUCIAL FOR A BUSINESS?

• CUSTOMER SATISFACTION entails:

• meeting customer expectations

• establishing business’s Reputation
• meeting or surpassing industry standards
• managing costs efficiently
QUALITY MANAGEMENT
• According to ISO:
• Quality Management (QM): Coordinated activities to direct and
control an organization with regard to quality.
• Management system (MS):System to establish policy and objectives
an to achieve those objectives.
• Quality Management system (QMS): Management system to direct
and control an organization with regard to quality.
QUALITY CRITERIA (A. Neely)
• Performance: how well the product performs its main function.
• Features: additional parts or characteristics that the product offers.
• Reliability: how well the product continues to perform without breakdowns.
• Technical durability: how long the product lasts before becoming technically
obsolete (out of date).
• Serviceability: how easy the product is to service- maintain and repair.
• Aesthetics: the look and feel of the product.
• Perceived quality: the customer’s judgement of the product’s level of quality.
• Value for money: what the product does in relation to the price paid for it.
DIMENSIONS OF SERVICE QUALITY
• Time and Timeliness: How long a customer must wait for service, and
if it is completed on time.
• Completeness: Is everything the customer asked for provided?
• Courtesy: How customers are treated by employees.
• Consistency: Is the same level of service provided to each customer
each time?
• Accessibility and convenience: How easy it is to obtain the service.
• Accuracy: Is the service performed right every time?
• Responsiveness: How well the company reacts to unusual situations,
which can happen frequently in a service company.
QUIZ 1: Match the words with the cases:
• a. performance, b. features, c. reliability, d. technical durability, e. serviceability, f. aesthetics, g. perceived
quality, h. value for money
• 1. We guarantee five years or 100,000 kilometres of trouble-free motoring.
• 2. No other brand gives better performance in this price category.
• 3. It only requires servicing every 25,000 kilometres.
• 4. It has beautiful lines.
• 5. It has heated seats for the driver and passenger.
• 6. It has the latest engine technology.
• 7. It goes from zero to 100 kilometres per hour in four seconds.
• 8. Customer surveys give us top marks for quality compared to other leading car makes.
QUIZ 2: Respond to this question in writing.

• In 200 words, elaborate on this question:

• What are some of the criteria for quality in your school?