Chapter 2


STRATEGIC DIMENSIONS OF
QUALITY
 Dimensions of Product
Quality

 Performance
 Features
 Reliability
 Conformance
 Durability
 Aesthetics
 Serviceability
 Perceived Quality
 PERFORMANCE

 (Will the product do the intended job?)
 Consists of the primary operating characteristics of a
product.
 Performance is regularly a basis of disagreement
between customers and suppliers.
 FEATURES

 (What does the product do?)
 Added characteristics that boost the attraction of the
product or service to the user.
 Features are often secondary aspect of performance.
 RELIABILITY

 (How often does the product fail?)
 Reliability is the likelihood that a product will not
fail inside a particular time period.
 CONFORMANCE

 (Is the product made exactly as the designer
intended?)
 Depicts to what extent a product’s design an
operating characteristics meet establishes standards.
 DURABILITY
(how long does the product last?)

 Is a measure of how much use a person gets from a
product before it breaks down to such a point that
replacement makes more sense than continual repair
 
1. VIBRATION TEST- In vibration testing, the vibration
environment to which products will be exposed to in real use is
reproduced. Products are tested in this environment to judge their
durability or check for improvements. There are two types of
vibration testing;

A. VIBRATION EXPERIMENT- Vibration testing that is

used to test a sample or representative model of volume
production. It is used to improve the product design.

B. VIBRATION STRESS SCREENING- All production

products are tested to eliminate faulty units and approved good
units. It may be compulsory in certain industries.
2.

SHOCK TEST- Shock testing replicates events to determine if
structures can withstand sudden applied forces. Shock are
characterized by their short duration and occurrence.

3. CLIMATE TESTING- Materials can deteriorate over time,

ageing prematurely due to either high or low temperature
extremes, while humid conditions may lead to condensation
which can damaging to biological items, industrial products,
materials, and electronic devices and components. A climate
test makes use of environmental test chamber which
artificially replicates the condition under which machinery,
materials, devices or components might be exposed. It is also
used to accelerate the effects of exposure to the environment,
sometimes at conditions not actually expected.
 SERVICEABILITY
(HOW EASY IS IT TO REPAIR THE
PRODUCT?)

 Involves the consumer ‘s ease of obtaining repair service like
access to service centers and/or ease of self-service; the
responsiveness of service personnel like the ease of getting an
appointment and willingness of repair personnel to listen to the
customer; and the reliability of service like whether the service
is performed right the first time. competence and ease of repair
is the speed with which the product can be put into services
when it breaks down, as well as the competence and the
behavior of the service personnel.
 AESTHETICS
(WHAT DOES THE PRODUCT LOOK LIKE)

 means how a product looks, feels, sounds, taste, or smell. it is
obviously an issue of personal judgement and an indication of
individual preferences. Though, there emerge to be some
patterns in consumer's ranking of products with the taste of
starting point. High quality was most often associated with
“rich and full flavor, tastes natural, tastes fresh, good aroma,
and looks appetizing”. Aesthetics also refers to the “outside”
feel of the product.
 PERCEIVED QUALITY
(WHAT IS THE REPUTATION OF THE
COMPANY OR ITS PRODUCT)

 is individual's subjective appraisal of product's or
service's attributes; indirect measures may be their only
basis for comparing brands. consumers do not always
have comprehensive information about a product's or
service's attributes. a product's durability, for instance
can rarely be observed openly and is usually must be
inferred from various tangible and intangible aspects of
the product. In such situations, images, advertising, and
brand names can be vital. perception is not always
reality. sometimes customers perceived products and
services as they see them in advertising.
Dimensions of Service Quality

 Service is normally describes as an experience felt by the
customers. In a restaurant for an instant, the way the customer
is treated is consider as a service. Service are frequently
intangible in nature.
 The quality of service is evaluated by how well the customer is
contented with the service.
 Service quality is about comparing performance with the
customer expectation. Service quality also leads to customer
contentment and interrelated.
 Dimensions of Service Quality

 Tangibles
- The tangible dimension of quality is associated to
the environment in which the service is rendered to the
customer. This is the equivalent of the physical
characteristics of quality of goods. Since service is
tangible, customers draw from their perception of
service quality by comparing the tangible associated
with these service provided. It consists of the
appearance of the of the physical characteristics of
facilities, equipment, consumable goods and personnel
used in or related with the service rendered.
 
 Example: in a Starbucks restaurant for an instant, it
may be seating arrangement, interior decoration,
ambiance, and lighting arrangement. However here
also the quality is assessed not by some standardized
specification in terms of physical characteristics, but
by the impact of physical characteristics have on the
customer assessment of the service quality.
 Dimensions of Service Quality

 Reliability
- Reliability is the ability to perform the promised
service dependably and accurately to customers on
specific a service. It is all about what is promised about
delivery, service provision, problem resolution and
pricing and what is delivered.
Example: Cebu pacific airline in the Philippines has
proved to be most successful low-cost carrier in the
world with fun-filled air travel.
 Dimensions of Service Quality

 Responsiveness
- Responsiveness is the willingness to help customers and
provide prompt service. This dimension emphasizes
attentiveness and promptness in dealing with the customer’s
request, questions, complaints, and problem. Responsiveness is
communicated to customers by span of time they have to hang
around for help, answers questions or attention to problems.
Responsiveness also capture the impression of flexibility and
ability to tailor the service to customer needs. The willingness to
help the customer promptly in case of special and unforeseen
requirements is another way of showing responsiveness.
 Dimensions of Service Quality

 Assurance
- Assurances is defined as employee’s knowledge of
courtesy and the ability of firm and its employees to
inspire trust and confidence. This dimension of service
quality is connected to the competence of the service
employee. The employees must be competent to gain
the trust of the customer. Employees are aware of the
value to create trust and confidence from the customers
to gain competitive advantage and for customer’s
loyalty.
 
Example: The customer dining in a restaurant may not
be able to openly assess the level of cleanliness
maintained by the restaurant. Here is not only
imperative to really provide germ-free food but also to
stir confidence that the food is clean. The assurance is
about giving the customer peace of mind that
everything will be taken care of as necessary, rather
than just actually taking care when the need happens.
 Dimensions of Service Quality

 Empathy
Empathy refers to caring attitude that an organization
provides toward customer. This dimension of service quality
calls for individual attention to customer. Empathy is an
additional plus that the trust and confidence of the customers
and at the same time increase the loyalty.
 Many companies try to create this sense of empathy by
employing tactics like addressing each customer by name.
However, true empathy means understanding the special
characteristics and needs of individual customer, and
modifying service to them accordingly.