Dimensions of

Manufacturing Quality

David A. Garvin
 Probability of Amount of use
Product’s primary operating for specific before
operation characteristics Look, feel, smell
time and conditions deterioration or
of use replacement

Aesthetics
Durability
Performance Reliability

Conformance
Features Serviceability
“bells &
whistles”
Speed, courtesy,
Degree to which and competence
characteristics of repair
match standards
Dimensions of Service
Quality
Ability to provide what
was promised Physical facilities Willingness to
and appearance of help customers
personnel and provide
prompt service

Reliability Tangibles
Responsiveness

Empathy
Assurance
Knowledge
and
courtesy of
employees
and ability Degree of caring
to convey and individual
trust attention
 Kano Model of Customer Needs

Dissatisfiers Satisfiers Exciters

Expected requirements Expressed requirements Unexpected features
 LISTENING
POSTS
Gathering the Voice of the Customer
• Comment Cards and Formal Surveys
 Concentrate on measuring customer satisfaction
 Often include questions pertaining to the customer’s perception of the
importance of particular quality dimensions as well as open-ended
questions
• Focus Groups
 Panel of individuals who answer questions about a company’s products
and services as well as those of competitors.
 Allows a company to carefully select the composition of the panel and
probe panel members about important issues
• Direct Customer Contact
 Top executives commonly visit with customers personally.
• Field Intelligence
 Effectiveness upon this method depends upon a culture that encourages
open communication with superiors.
 Simple observe customer behavior
• Complaints
 Allow an organization to learn about product failures and service
problems, particularly the gasps between expectations and performance.
• Internet and Social Media Monitoring
 Managers can obtain valuable insights on customer perceptions and
product or service quality problems