ST.

BENILDE CENTER FOR

GLOBAL COMPETENCE, INC.

INTRODUCTION TO
QUALITY
FINAL PERIOD
WIDELFREDO T. DIAZ
Instructor
Introduction to
Quality
The Twin Tower
headquarters building of
Proctor and Gamble is
located in downtown
Profile CEO

Cincinnati Ohio. Proctor and

Gamble are known to
produce quality products for
personal health and
hygiene.
 William Cooper
Procter
Quality is by no means a new concept
in modern business. in October 1887,
William Cooper Procter, grandson of
the founder of Procter & Gamble, told
his employees, “The first job we have
is to turn out quality merchandise
that consumers will buy and keep
on buying. If we produce it
efficiently and economically, we will
earn a profit, in which you will
share”. Procter’s statement addresses
three issues that are critical to
managers of manufacturing and
 William Cooper
Procter
Productivity (the measure of
efficiency defined as the amount of
output achieved per unit input), the
cost of operations, and the quality of
the goods and services that create
customer satisfaction all contribute to
profitability. Of these three
determinants of profitability, the most
significant factor in determining the
long-run success or failure of any
organization is QUALITY
 William Cooper
Procter
High-quality goods and services can
provide an organization with a
competitive edge.

A reputation of high quality generates

satisfied and loyal customers who
reward the organization with
continued patronage with favorable
word-of-mouth advertising.
 DEFINING QUALITY

Quality can be a confusing concept,

partly because people view quality
subjectively, and in relation to differing
criteria based on their individual roles
in the production-marketing value
chain.

In addition, the meaning of quality

continues to evolve as the quality
profession grows and matures.
Neither consultants nor business
professionals agree on a universal
definition
 DEFINING QUALITY

The Quality Improvement

Glossary defines quality as “a
subjective term for which each
person has his or her own
definition”
 DEFINING QUALITY

One study that asked managers of 86 firms in

the eastern United States to define quality
produced several dozen different responses,
including the following:

• Perfection
• Consistency
• Eliminating Waste
• Speed of Delivery
• Compliance with Policies and Procedures
• Providing a good, usable product
• Doing it right the first time
• Delighting or pleasing customers
• Total customer service and satisfaction
 DEFINING QUALITY

It is important to understand the various

perspectives from which quality is viewed in
order to fully appreciate the role it plays in
many parts of a business organization.

QUALITY can be defined from six (6) different

perspectives

• Transcendent
• Product
• Value
• User
• Manufacturing
• Customer
IN THE DEFINITION OF QUALITY
Transcendent (Judgemental)
perspective means?
The Transcendent or Judgemental perspective on
quality means “to rise above or extend notably
beyond ordinary limits” or refers to the idea that
quality is something that can be recognized or judged
based on inherent characteristics or features. In this
view, quality is considered an absolute and universal
concept that exists independently of individual
preferences or opinions.

According to this perspective, there are inherent

standards or criteria that define what is considered high
quality. Quality is seen as an objective and measurable
attribute, and individuals can make judgments about
the quality of a product or service based on these
IN THE DEFINITION OF QUALITY
Transcendent (Judgemental)
perspective means?

For example, if you consider a well-crafted piece of

furniture, a transcendent perspective would argue
that its quality can be objectively assessed based
on factors such as the precision of craftsmanship,
the durability of materials used, and other objective
criteria, rather than being solely determined by
individual preferences or subjective opinions.
 IN THE DEFINITION OF QUALITY
Product perspective
means?
In the context of quality, the product perspective
refers to an approach that focuses on the
characteristics and features of a product itself. It
involves evaluating and defining quality based on
the specific attributes of the product rather than
on external factors or subjective opinions.

From a product perspective, quality is determined

by the inherent characteristics of the product, such
as its performance, reliability, durability,
functionality, and other tangible features. This
approach emphasizes objective measurements
and specifications to assess the level of quality in a
 IN THE DEFINITION OF QUALITY
Product perspective
means?
For example, if you're assessing the quality of
a smartphone from a product perspective,
you might consider factors such as the speed
of its processor, the resolution of its camera,
the durability of its construction, and other
technical specifications.

This means the product perspective in the

definition of quality focuses on the intrinsic
qualities and attributes of the product itself,
emphasizing objective criteria for evaluating
and measuring quality.
 IN THE DEFINITION OF QUALITY
What does User Perspective mean?

The user perspective in the definition of quality shifts the

focus from inherent product characteristics to the
satisfaction and perception of the end-user or customer.

Quality, from the user's perspective, is determined by how

well a product or service meets the needs, expectations,
and preferences of the users.

Key elements in the user perspective include usability,

user experience, customer satisfaction, and how well the
product or service fulfills its intended purpose from the
user's point of view. This perspective recognizes that
quality is subjective and can vary from one user to another
based on individual preferences, expectations, and
requirements.
 IN THE DEFINITION OF QUALITY
What does User Perspective mean?

For example, in evaluating the quality of a smartphone

from a user perspective, factors such as user interface
design, ease of use, battery life, and customer support
may be considered. A product might be technically sound,
but if it doesn't meet the needs and expectations of its
users, it may be perceived as low quality from the user's
perspective.

This means the user perspective in the definition of

quality emphasizes the importance of meeting user
expectations and providing a positive experience,
recognizing that quality is ultimately determined by user
satisfaction and usability.
 IN THE DEFINITION OF QUALITY
Value Perspective Means?

The value perspective in the definition of quality

takes into account the relationship between the
benefits offered by a product or service and its cost.
It focuses on the idea that quality is not just about
meeting specifications or satisfying users but also
about delivering value in relation to the resources
invested.

From a value perspective, a high-quality product or

service is one that provides a superior balance
between its features, performance, and other
attributes, and the price or effort required to obtain
it. This perspective acknowledges that quality is not
an absolute or fixed concept but is instead
influenced by the perceived value by the customer or
end user.
 IN THE DEFINITION OF QUALITY
Value Perspective Means?

For example, if a product is relatively expensive but

provides unique features, exceptional performance,
or long-term durability, it may be considered high
quality from a value perspective. On the other hand,
a less expensive product with fewer features or a
shorter lifespan may still be considered high quality
if it meets the needs of the user at a lower cost.

This means the value perspective in the definition of

quality emphasizes the importance of considering
the overall value proposition, where quality is seen in
the context of the benefits obtained in relation to the
resources expended, whether those resources are
financial, time, or effort.
IN THE DEFINITION OF QUALITY
Manufacturing perspective?
Means?

From a manufacturing perspective,

the definition of quality centers on the
processes and methods used to
produce a product. Quality in this
context is often associated with
consistency, efficiency, and the
absence of defects in the
manufacturing process.
 Key elements in the
manufacturing perspective
on quality

Consistency:
High-quality manufacturing aims for
consistency in producing products
that meet specified standards and
requirements. This involves
minimizing variations in the
production process to ensure that
each unit is similar in terms of quality.
 Key elements in the
manufacturing perspective
on quality

Efficiency:
Quality manufacturing processes are
efficient, minimizing waste of
resources such as time, materials, and
energy. Efficiency contributes to both
cost-effectiveness and environmental
sustainability.
 Key elements in the
manufacturing perspective
on quality

Defect Prevention:
Rather than relying solely on
inspecting finished products for
defects, the manufacturing
perspective on quality emphasizes
preventing defects from occurring in
the first place. This is often achieved
through robust quality control
measures at various stages of the
production process.
 Key elements in the
manufacturing perspective
on quality

Continuous Improvement:
Manufacturers strive for continuous
improvement in their processes. This
involves identifying areas for
enhancement, implementing
changes, and constantly monitoring
and refining processes to optimize
efficiency and product quality.
 Key elements in the
manufacturing perspective
on quality

Adherence to Standards:
Manufacturers often follow industry or
international standards to ensure that
their products meet certain criteria for
safety, performance, and reliability.
Adherence to these standards is a
crucial aspect of the manufacturing
perspective on quality.
IN THE DEFINITION OF QUALITY
Manufacturing perspective?
Means?

Therefore, from a manufacturing

perspective, quality is closely tied to
the consistency, efficiency, and
effectiveness of the processes used to
produce goods. It involves a proactive
approach to preventing defects and
continuously improving
manufacturing processes to meet or
exceed specified standards.
IN THE DEFINITION OF QUALITY

Customer Perspective means?

The customer perspective in the definition of

quality places a strong emphasis on meeting or
exceeding customer expectations. Quality, from the
customer perspective, is determined by how well a
product or service aligns with the needs,
preferences, and satisfaction of the end users.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Customer Satisfaction:
The primary goal is to ensure that
customers are satisfied with the
product or service. This involves
delivering what was promised, meeting
performance expectations, and
providing a positive overall experience.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Perceived Value:
Customers assess the value they receive
in relation to the price they pay. A
high-quality product or service, from
the customer's perspective, offers a
favorable balance between features,
performance, and cost.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Reliability:
Customers value products and services
that consistently perform as expected
over time. Reliability is a critical aspect
of quality, as it contributes to customer
trust and confidence.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Usability and Accessibility:

Products and services that are easy to
use, intuitive, and accessible to a broad
range of users are often perceived as
higher quality from the customer
perspective.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Customer Feedback and

Responsiveness:
Engaging with customer feedback and
being responsive to their needs is an
integral part of the customer's
perspective on quality. Continuous
improvement based on customer input
is emphasized.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

Brand Reputation:
The overall reputation of a brand,
including factors such as reliability,
customer service, and the quality of
products, influences how customers
perceive the quality of a particular
offering.
IN THE DEFINITION OF QUALITY
Key elements in the customer
perspective on quality

In summary, the customer perspective

on quality is customer-centric,
focusing on delivering products and
services that not only meet technical
specifications but also align with
customer expectations, preferences,
and overall satisfaction. Meeting or
exceeding customer needs is a key
driver of quality from this perspective.
 Integrating Quality Perspective
in the Value Chain

Integrating a quality perspective into the

value chain involves considering and
enhancing quality at every stage of the
product or service development and delivery
process. The value chain is a series of activities
that organizations perform to deliver a
product or service to the end customer, and
incorporating a quality perspective
throughout this chain is essential for overall
success
Here's how quality can be
integrated into different stages
of the value chain
Inbound Logistics
• Quality begins with the procurement of raw materials
and components. Ensuring the quality of incoming
materials is crucial for maintaining a high standard in
the final product.

• Establishing strong relationships with reliable suppliers

and conducting regular quality audits can help
maintain consistent material quality.
Here's how quality can be
integrated into different stages
of the value chain
Operations
• Implementing quality control measures during the
manufacturing or service delivery process is
fundamental. This involves monitoring and controlling
variables to ensure products or services meet
predetermined standards.

• Utilizing tools like Six Sigma or Total Quality

Management (TQM) to optimize processes and reduce
defects.
Here's how quality can be
integrated into different stages
of the value chain
Outbound Logistics
• Quality control extends to the distribution and
transportation of goods. Ensuring that products reach
customers in the same condition as they left the
production line is crucial.

• Implementing effective packaging and transportation

practices to prevent damage or deterioration of
products.
Here's how quality can be
integrated into different stages
of the value chain
Marketing and Sales
• Clearly communicating the quality attributes of
products or services in marketing materials helps set
customer expectations.

• Aligning marketing messages with the actual quality of

the product is essential for building trust and
satisfaction.
Here's how quality can be
integrated into different stages
of the value chain
Service
• For service-oriented industries, delivering high-quality
service is paramount. This involves not only meeting
customer expectations but exceeding them.

• Implementing customer feedback mechanisms to

continuously improve service quality.
Here's how quality can be
integrated into different stages
of the value chain
Firm Organizational Culture
• Establishing a quality-oriented organizational culture is
vital. This includes training employees on quality
standards and fostering a commitment to continuous
improvement.

• Investing in technology and systems that support

quality management, such as Enterprise Resource
Planning (ERP) systems or Quality Management
Systems (QMS).
Here's how quality can be
integrated into different stages
of the value chain
Human Resources
• Ensuring that employees are well-trained and
understand the importance of quality in their roles.

• Recognizing and rewarding employees for

contributions to maintaining or improving quality
standards.
Here's how quality can be
integrated into different stages
of the value chain
Technology Development
• Integrating quality considerations into the
development of new products or services.

• Using technology to enhance quality control processes,

such as automation and data analytics for real-time
monitoring.
Here's how quality can be
integrated into different stages
of the value chain
Procurement
• Collaborating closely with suppliers to ensure they meet
quality standards.

• Integrating suppliers into the quality improvement

process and fostering a partnership for mutual benefit.
 ACTIVITY
Value Chain Quality Analysis
Objective: To apply the concepts of quality integration in the value chain through practical analysis.

Instructions:
• Select a Product or Service: Choose a specific product or service. It could be a well-known
product or a service from a local business.
• Map the Value Chain: Map out the value chain for the selected product or service. Identify
key stages from procurement of raw materials to customer service.
• Identify Quality Considerations: For each stage in the value chain, identify and list the key
quality considerations. What are the critical quality factors at each stage?
• Evaluate Current Practices: Based on the identified quality considerations, research and
evaluate the current practices of the chosen product or service. Are there quality
management systems in place? How are suppliers managed? What is the approach to
 ACTIVITY
Value Chain Quality Analysis
Objective: To apply the concepts of quality integration in the value chain through practical analysis.

• Propose Improvements: Propose improvements in each stage of the value chain to enhance
overall quality. This could involve suggesting better supplier relationships, process optimization,
technological solutions, or employee training.
• Presentation: Present your findings and improvement proposals to the class. Emphasize the
importance of clear communication and how your proposed changes align with the principles of
quality integration.
THANK YOU