BJMQ3013: QUALITY

MANAGEMENT

INTRODUCTION
TO QUALITY
CHAPTER 1
WHAT IS QUALITY?
• Summers, Donna C. S. - The American Society for Quality defines quality as a
subjective term for which each person had his or her own definition. In
technical usage, quality can have two meanings : (a) the characteristics of a
product or service that bear on its ability to satisfy stated or implied needs; (b)
a product or service free of deficiencies.
• Dr. W. Edwards Deming describes quality as ‘nonfaulty systems’ – are error-
free systems that have ability to provide the consumer with a product or service
as specified.
• Dr. Joseph M. Juran describes quality as fitness for use.
• Philip Crosby describes quality as conformance to requirements (nonquality as
nonconformance).
CONT...
Summers, Donna C. S. (2010) concluded that the above definitions stated three types of
quality:
• Quality of Design – means that the product has been designed to successfully fill a
consumer need, real or perceived.
• Quality of Conformance – means conformance to requirements, refers to the
manufacture of the product or the provision of the service that meets the specific
requirements say by consumer.
• Quality of Performance – means that the product or service performs its intended
function as identified by the consumer.

Summers, Donna C. S. (2010) stressed -- that clearly communicating the needs,

requirements, and expectations of the consumer requires a more complete definition of
quality.
But … Summers, Donna C. S. (2010) believes that
perhaps most complete definition of quality is as
defined by Armand Feigenbaum: CONT..
Quality is a customer determination which is based on the customer’s actual experience with the
product or service, measured against his or her requirements – stated or unstated, conscious or
merely sensed, technically operational or entirely subjective – and always representing a moving
target in a competitive market.

Some key words stand out from this definition are:

• Customer Determination – only a customer can decide if and how well a product or service
meets his or her needs, requirements, and expectations.
• Actual Experience – the customer will judge the quality of a product or service not only at the
time of purchase but throughout usage of the product or service.
• Requirements – necessary aspects of a product or service called for or demanded by the
customer may be stated or unstated, conscious or merely sensed.
• Technically Operational – aspects of a product or service may be clearly identified in words
by the consumer.
• Entirely Subjective - aspects of a product or service may only be conjured in a consumer’s
personal feelings.
i. Performance – refers to the efficiency with which a product achieves its intended purpose.
This might be the return on a mutual fund investment, the fuel efficiency of an automobile, or
the acoustic range of a pair of stereo speakers. Generally, better performance is synonymous
PRODUCT
with better quality.
QUALITY
ii. Features – are attributes of a product that supplement the product’s basic performance.
These include many of the ‘bells and whistles’ contained in products. For example
DIMENSION
Electronic shop / store will reveal some features such as HDTC capability, plasma, and size.

iii. Reliability – refers to the propensity for a product to perform consistently over its useful
design life. A product considered reliable if the chance that it will fail during its designed life
is long. For example if a computer has a 2% chance of failure in useful life of 5 years, we say
that it is 98% reliable.

iv. Conformance – when a product is designed, certain numeric dimensions for the product’s
performance are established, such as capacity, speed, size, durability, or the like. These
numeric product dimensions are referred to as specifications. Specifications typically are
allowed to vary small amount called a tolerance. If a particular dimension of a product is
within the allowable range of tolerance of the specification, it conforms. For example video
camera.
v. Durability – is the degree to which a product tolerates or
trauma without failing. For example car battery.
CONT...
vi. Serviceability – a product is very serviceable if it can be
repaired easily and cheaply. For example personal
computer.

vii. Aesthetics – are subjective sensory characteristics such

as taste, feel, sound, look, and smell. In terms of
aesthetics, we measure quality as the degree to which
product attributes are matched to consumer preferences.
For example cell phone color.

viii. Perceived Quality – is based on customer opinion.

Customer imbue products and services with their
understanding of their goodness. This is perceived quality.
 Reliability : Delivering on Promises:
•is defined as the ability to perform the promised service dependably and accurately.
•means that the company delivers on its promises – promises about delivery, service
provision, problem solution and pricing.

Responsiveness:
•is the willingness to help customers and to provide prompt services.
•emphasizes attentiveness and promptness in dealing with customer requests, questions,
complaints, and problems.
•is communicated to customers by the length of time they have to wait for assistance,
answers to questions or attention to problems.
•also captures the notion of flexibility and ability to customize the service to customer

SERVICE
needs .
•to excel the dimension of responsiveness, a company must be certain to view the

QUALIT
process of delivery and handling request.

Assurance : Inspiring Trust and Confidence:

Y •is defined as employees’ knowledge and courtesy and ability of the firm and its
employees to inspire trust and confidence.

DIMESIO
 Empathy : Treating Customers as Individual
•is defined as the caring, individualized attention
the firm provides its customers.
•essence of empathy is conveying, through
personalized or customized service, that
customers are unique and special. Customers
want to feel understood by and important to
firms that provide service to them.

Tangibles : Representing the Service Physically

•are defined as the appearance of physical
facilities, equipment, personnel, and
communication materials.
•All these provide physical representations or
images of the service that customers,
particularly new customers, will use to evaluate
CONT... quality.
FUNCTIONAL
PERSPECTIVE
ON QUALITY
• Supply Chain Perspective
• Engineering Perspective
• Operations Perspective
• Strategic Management Perspective
• Marketing Perspective
• Financial Perspective
• Human Resource Perspective
• The value chain includes inbound
logistics, core processes, and outbound Supply Chain
logistics, human resources, information Perspectives
systems, and purchasing.
• Operations, logistics, and marketing are
the primary participants in supply chain.
The major emphasis of engineering perspective are:
• Product Design Engineering (PDE)
• Concurrent Engineering
Engineering
• SPC
Perspective
PDE
• The PDE involves all those activities associated with developing
a product from concept development to final design and
implementation.
• Product design is the key because quality is assured at design
stage.

Concurrent Engineering
• Concurrent engineering involves the formation of cross-
functional team.
• This allows engineers and managers of differing disciplines to
work together simultaneously in developing product and process
designs.
• Concurrent design has been improved quality and faster speed to
market for news products.

SPC
• Is concerned with monitoring process capability and process
stability.
• Operation management view of quality is rooted in the
engineering approach but grown beyond the technical
engineering perspective. Operations
• Uses the Systems View that underlies modern Quality
management thinking.
• Systems view involves the understanding that product quality is
Perspective
the result of the interactions of several variables, such as
machines, labors, procedures, planning, and management.
• Operation management uses the system view which is involves
the understanding that product quality is the result of the
interactions of several variables, such as machine, labor,
procedures, planning, and management.
 Strategic Manageme
• Strategic refers to the planning, processes used by an nt
organization to achieve a set of long-term goals. Perspective
• The keys are planning processes and a long-term
orientation
• This plan must be cohesive and coherent with goals,
policies, plans, and sequence to achieve quality
improvement.
• Traditionally, the term marketing has referred to activities
involves with directing the flows of products and services from
the producer to the consumer. Marketing
• More recently, in a trend known as customer relationship
management, marketing has directed its attention toward Perspective
satisfying the customer and delivering value to the customer.
• The marketers focus on perceived quality (means that quality as
the customer views it) of product and services.
• The primary marketing tools for influencing customer
perceptions of quality are price and advertising.
• Marketing also concerned about systems.
• The finance function is primarily interested in the relationships
between the risks of investments and the potential rewards
resulting from those investments. Financial
• Deming: Quality Improvement is linked to reduction of defects
and improved organizational performance.
Perspective
• Juran: Quality related costs can result in lost sales because of a
poor reputation for reliability.
 Human Resources
• It is impossible to implement quality without perspective
the commitment and action of the
employees.
Value-Added Perspective on Quality ot h e r
• A Value-Added Perspective on Quality perspectives
involves a subjective assessment of the
efficacy of every step of the process for the
customer.
Cultural Perspective on Quality
• National / International marketers have long
noted differences in taste and preferences
between cultures and nations.
 Garvin (1988) – quality is an unusually slippery
concept, easy to visualize and yet
exasperatingly difficult to define. It remains a
source of great confusion to manager.

• The concept derived or inferred from

specific instances or occurrences or a
thought or notion.
• The concept of Quality is very similar to
the concept of beautiful or good.
• It is very difficult to define, and one

Quality definition can be the opposite of another.

• We must deal with reason and attempt to

Concepts. define clearly what we are hoping to

achieve in the study of this topic.
CONT...
Sinha and Willborn (1985)--- an abstract explanation of
quality concept as follows :

• Quality is what people think it is, perceive it to be, or

experience it to be.
• Quality perceived as high, low, or negative, describes
its value in utility and useful.
• Quality is not always what the consumer buys and
expects as fair and adequate.
• Quality is also understood as ‘excellence,’ which is
better than a minimum standard.
 CONT...
Sinha and Willborn (1985)--- an abstract explanation of quality concept as follows :

• Quality is what people think it is, perceive it to be, or experience it to be.

• Quality perceived as high, low, or negative, describes its value in utility and useful.
• Quality is not always what the consumer buys and expects as fair and adequate.
• Quality is also understood as ‘excellence,’ which is better than a minimum standard.
• Quality means not just fitness for use but, in more specific terms, reliability, safety, maintainability, status

etcetera.
• Quality in business is expressed as specified standards against which actual performance and conformance can

be measured.
• Quality, understood as product and service characteristics that are specified, standardized, and contracted, has a

relationship to quantity, time, and space.

• Quality also is an expression of the people who contribute to produce. Attaining quality is thus everybody’s

responsibility.
• Quality is totality of all attributes and characteristics of a product or service as specified, required, and

expected.
 Zero Defects
• Implies that there is no tolerance for errors within the system.
• The goal of all processes is to avoid defects in the product or
service.
• Similar to six sigma: almost zero defects

The Customer is the Next Person in the Process

• „The internal organization has a system that ensures the product
or service is transferred to the next person in the process in a
complete and correct manner.

Four quality• „The product or service being built is transferred to another

internal party only after it meets all the specifications and all

concepts actions at the current work station.

• „Avoids incorrectly assembled components and poor
workmanship.
 Do the Right Thing Right the First Time
• „Implies that it is easier and less costly to do the work right the first
time than it is to do it the second time.
• „Entails the training of personnel to ensure sufficient skills and
tools to correctly complete the work.

Continuous Improvement Process (CIP)/ Kaizen

• „„A sustained, gradual change to improve the situation.
• „Differs from innovation -- does not make a sudden jump to a
plateau where it matures over time.
• Focuses on 11 principles: constancy of purpose, commitment to
quality, customer focus and involvement, process orientation,
continuous improvement, system-centered management, investment
in knowledge, teamwork, conservation of human resources, total

CONT... involvement, and perpetual commitment.

THE END