en sio ns o f

8 Dim a lity
Produ ct Q u
Group 2

Eight Dimensions of Quality: this article provides a practical explanation of the eight
dimensions of quality by David A. Garvin. Next to who defined these, this article also
highlights what the eight dimensions of quality are, each component explained, how these
can be a competitive advantage and a short summary. After reading, you’ll understand the
basics of this strategic management theory. Enjoy reading!

Who defined the eight dimensions of quality?

The eight dimensions of quality were defined by David A. Garvin, who passed away in 2017
at the age of 64.

David A. Garvin was a Professor of Business Administration at Harvard Business school

and his publications on quality were based on his research on U.S. manufacturers. On the
4th of March, 2018, he was also honoured with the prestigious award for his contribution
to the Case of Method.
A quality product is a product that meets the expectations of the customers. The eight
dimensions of quality help producers to meet these expectations.

It is a strategic management tool that can be used as a framework to analyse

characteristics of quality. The eight dimensions are performance, features, reliability,
conformance, durability, serviceability, aesthetics, and perceived quality.

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 8 QUALITIES
01 Performance 05 Durability
02 Features 06 Serviceability
03 Realiability 07 Aesthetics
04 Conformance 08 Perceived Quality

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 Performance
Performance has to do
with the expected
operating
characteristics of a
product or service.
The primary operating
characteristics involve
measurable elements,
which makes it easier
to objectively measure
the performance.

Performance has to do with the expected operating characteristics of a product or

service. Does a service or product do what it’s supposed to do? The primary operating
characteristics involve measurable elements, which makes it easier to objectively measure
the performance.

Some of the performance requirements are related to subjective preferences, but when
they are the preference of almost every consumer they become as powerful as an
objective requirement.

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 Features nce’
sion ‘performa
What the dimen s, the
sn’t focus on are the feature
doe w
that decide ho
characteristics is to
duct or service
appealing a pro
the consumer.

Such features are the extras of a product or service and complement its basic functioning.
This means that the ones designing a product or service should be familiar with the end-
users and should be updated on developments in consumer preferences. Often it’s
difficult to see a clear line between primary performance attributes and additional
features.

An example of features in service is offering free drinks on a plane. An example of features

in products is adding a drink cooler in the car.

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 Realiabilty Conformance Durability
The dimension durability
The focus of the The dimension of is about how long a
dimension reliability conformance is product will last or
is more on how long a about to what extent perform and under what
product will perform the product or conditions it will perform.
consistently Estimating the length of a
service conforms to product’s life becomes
according to the
the specifications. complicated when it’s
specifications of that
possible to repair the
product. product.

Reliability is usually closely related to performance. The focus of the dimension reliability
is more on how long a product will perform consistently according to the specifications of
that product. This is important to customers who need the product to work without any
errors and contributes to a brand or company’s image.

The dimension reliability shows the probability of the product having signs of error within
a specific time of period. For measuring reliability you should measure the time to the first
failure, how much time there is between failures, and the failure rate per a specific time of
period.

These measures are usually applied to products that are expected to last for a longer time
and not so much for products that are meant to be used directly and for a shorter time
period. Usually when the costs for maintenance or downtime increase, reliability as a
dimension of quality becomes more important to consumers.

Example
For example, for parents with children who depend on a car, the reliability of the car
becomes an important element. Also for most farmers, reliability is a key attribute.

Conformance
This dimension is closely related to the dimensions performance and features. The
dimension of conformance is about to what extent the product or service conforms to the
specifications. Does it function and have all the features as specified? Every product and
service has some sort of specifications that comes with it.

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Example
For example, the materials used or the dimensions of a product can be specified and set as
a target specification for the product. Something that can also be defined in the
specification is the tolerance, which states how much a product is allowed to deviate
from the target. Problematic with this approach is that it makes it easier for producers to
focus less on if the specifications have been met as long as they’ve met the tolerance
limits.

When it comes to service businesses, conformance is measured by focussing on the

accuracy, the number of processing errors, unexpected delays and other common
mistakes.

5. Durability
Out of the eight dimensions of quality, the dimension durability is about how long a
product will last or perform and under what conditions it will perform. Estimating the
length of a product’s life becomes complicated when it’s possible to repair the product.

For such products, the durability will be counted until it is no longer economically
beneficial to use it. This is when the repairs and the costs of repairing increase.

Customers then must weigh the costs for future repairs against the costs of investing in a
new one together with its operating expenses. In other cases, durability is measured by
the amount someone can use a product before it stops working and repair is impossible.

This, for example, is the case when a light bulb burns up and must be replaced by a new
one. In this case, repairing it is impossible.

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 Serviceability
Reflects on if the product is relatively easy to
maintain and repair.
It also focuses on the speed with which a
product can be repaired and also the
competence and behavior of the personnel.

Serviceability is one of the eight dimensions of quality that reflects on if the product is
relatively easy to maintain and repair. This becomes important for consumers who are
more focused on the total cost of ownership as criteria for selecting a product.

Serviceability reflects on how easy it is for the consumer to obtain repair service, how
responsive the service personnel is, and how reliable the service is. It also focuses on the
speed with which a product can be repaired and also the competence and behaviour of
the personnel.

Customer’s concerns are mainly about the product getting defects, but also how long it
takes for the product to be repaired. It is not only important if a product can be fixed, but
also how satisfied the customer is about the company’s complaint handling procedures.

This can affect how the customer evaluates the service quality and eventually the
company’s reputation. Each company has a different way of dealing with complaint
handling and not every company attaches the same level of importance to serviceability.

Example
For example, there are companies that do their best to resolve the complaints they
receive, while others don’t offer any service when it comes to complaints. An example of
improving a company’s serviceability is by installing a cost-free phone number to reach
the helplines.

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 Aesthetics Perceived
Quality
The aesthetics dimension
The perception of
is all about the way a
something is not always
product looks and
reality.
contributes to the
company’s identity or
brand.

The aesthetics dimension is all about the way a product looks and contributes to the
company’s identity or a brand. Aesthetics is not only about how a product looks but also
about how it feels, tastes, smells or sounds.

This is clearly determined by individual preference and personal judgement, however,

there is a way to measure this dimension. There are some clear patterns found in the way
consumers rank products based on personal taste. Still, the aesthetics of a product is not
as universal as the dimension ‘performance’.

Not all people prefer the same taste or smell, which makes it impossible to please every
single customer. For this reason, companies end up searching for a niche.

The perception of something is not always reality. Meaning that a product or service can
have high scores on each of the seven dimensions of quality, but still receive a bad rating
from customers as a result of negative perceptions from customers or the public.

Customers sometimes lack information about a service or product and for comparing
brands will rely on indirect reviews. This is usually the case when it comes to a product’s
durability because in most cases it can’t be observed directly.

Also, reputation plays a significant role when it comes to perceived quality. It’s easier for a
customer to trust the quality of a company’s new product when the established products
receive positive reviews.

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 5 Dimensions of Service Quality

1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

Competing on the Eight Dimensions of Quality

For a company to apply all eight dimensions at the same time is not always possible. Some
dimensions can reinforce one another, while others can’t. An improvement in one
dimension can result in a decline in the other dimension.

Another reason why it’s not always possible to pursue all dimensions is because of the
costs of investment, which could lead to unreasonable prices for the customer.
Therefore, understanding which trade-offs among the eight dimensions are preferred by
the customers can lead to a competitive advantage.

Summary of the Eight Dimensions of Quality

As a strategic management tool the eight dimensions of quality, as defined by David A.
Garvin, help producers to meet the expectations of its customers. This tool can be applied
to products and services and consists of the following eight dimensions.

The first one is performance and refers to the primary operating characteristics of a
product or service. The second one, features, focusses on additional elements of a
product or service that improve the customers appeal to it.

Measuring quality along the lines of reliability is the third dimension. The fourth
dimension, conformance, measures to what extent the product or service meets the
standards that are specifi ed.

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Also measuring the length of a product’s life determines the quality of a product and falls
under the dimension durability. The sixth dimension, serviceability, is all about the service
provided after a product breaks down. For this dimension, quality will be measured by the
speed of the service, the competence and the behaviour of the service providers.

Aesthetics is the most subjective dimension of the eight and focuses on the individual’s
preference. The last dimension is about the quality ranking that has been given for a
product or service as a result of indirect measures. Using the eight dimensions of quality
while understanding the preferences of the customer can lead to a competitive
advantage.

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 Service Quality
REALIABILITY ASSURANCE TANGIBLES EMPATHY RESPONSIVENESS

the ability of the The knowledge includes the Caring, individual The willingness of
service provider to and courtesy of physical attention paid to the service
perform the employees and appearance of customers by the provider to be
promised service their ability to the physical service firm to helpful, be prompt
dependably and inspire trust and service facilities, meet each in providing
accurately confidence – the equipment, customer’s services, and
creating trust and the personnel respond to
demands properly.
confidence will who do the customers’
gain the requests,
servicing, the
customers’ loyalty problems, or
communication
complaints
materials.

Differs from the product reliability in that it relates to the ability of the service provider to
perform the promised service dependably and accurately

ex. Achieving delivery times stated on the website

The knowledge and courtesy of employees and their ability to inspire trust and confidence
– creating trust and confidence will gain the customers’ loyalty
ex. The excellent reputation and high levels of trust based on previous experiences with
the comp any

Includes the physical appearance of the physical service facilities, the equipment, the
personnel who do the servicing, the communication materials, and all tangible elements
of service provider facilities or surroundings
ex. Cleanliness of the environment; personnel uniform; vehicles; flight

Caring, individual attention paid to customers by the service firm to meet each customer’s
demands properly.
ex. Employees’ high emphasis on customer requests to achieve higher satisfaction

The willingness of the service provider to be helpful, be prompt in providing services, and
respond to customers’ requests, problems, or complaints
ex. The speed of helping customers online or by telephone

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 Significance?
Quality is essential to satisfy customers
in order to retain their loyalty so that
they will be willing to buy in the future
as well. Quality products make a
significant impact on revenues in the
long run. Quality is what differentiates
a company in a crammed market.

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 Thank
you

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