Term product quality Definition: That characteristic of a product or service that satisfies the customer's wants and needs

in exchange for monetary considerations. If the consumer is satisfied that he/she had a fair exchange, then the quality is acceptable. A perception of high quality or that which is above expectations can help to create high brand loyalty and in turn helps create brand equity for the company. If a consumer buys Maytag washers due to past exceptional service, then this quality level has helped create brand loyalty. The definition of quality is often a hotly debated topic. While it may seem intuitive, when we get right down to it, quality is a difficult concept to define with any precision. The most fundamental definition of a quality product is one that meets the expectations of the customer. However, even this definition is too high level to be considered adequate. In order to develop a more complete definition of quality, we must consider some of the key dimensions of a quality product or service. Dimension 1: Performance
Performance or the primary operating characteristics of a product or service.

Performance is often a source of contention between customers and suppliers, particularly when deliverables are not adequately defined within specifications. The performance of a product often influences profitability or reputation of the end-user. As such, many contracts or specifications include damages related to inadequate performance. Performance Its 2.0 liter aluminum alloy engine kicks out 197 horses, but still offers an estimated 29 mpg highway. it is good food. Dimension 2: Features Features or the secondary characteristics of a product or service. While this dimension may seem obvious, performance specifications rarely define the features required in a product. Thus, its important that suppliers designing product or services from performance specifications are familiar with its intended uses, and maintain close relationships with the end-users. Features - Slip inside, and youre immediately in performance mode. Grab the 6 speed shifter, step on the drilled aluminum pedals and take off. Find it fast; the available Honda Satellite-Linked Navigation System features Bluetooth Handsfreelink, so you can call ahead without taking your hands off the wheel. Example: for a restaurant: it is linen tablecloths and napkins. Dimension 3: Reliability Reliability or the frequency with which a product or service fails. Reliability may be closely related to performance. For instance, a product specification may define parameters for up-time, or acceptable failure rates. Example: for a car: it is speed and acceleration. For a restaurant:

Reliability is a major contributor to brand or company image, and is considered a fundamental dimension of quality by most end-users. Reliability The Civic features safety technologies designed not only to help you stay out of trouble, but also to help protect you in the unlikely event of an accident. The Advanced Compatibility Engineering body structure is a Honda exclusive body design that enhances occupant protection and crash compatibility in frontal collisions. Example: for a car: it is how often it needs repair. For an airline: it is how often flights depart on schedule. Dimension 4: Conformance Conformance or the match with specifications or pre established standards. Does the product or service conform to the specification? If its developed based on a performance specification, does it perform as specified? If its developed based on a design specification, does it possess all of the features defined? Conformance Even while boasting of its unique chrome exhaust finisher and exclusive SI badging that tell the world this is no ordinary sedan; the Civic looks like every other sedan in its price range. This car offers the comfort and reassurance to someone who is looking for this middle of the road type car, that it is neither flashy not plain. Example: for a part: it is whether this part is the right size. For a restaurant: it is whether the meat is cooked according to your request (e.g. "medium rare"). Dimension 5: Durability Durability or product life. Durability is closely related to warranty. Requirements for product durability are often included within procurement contracts and specifications. For instance, fighter aircraft procured to operate from aircraft carriers include design criteria intended to improve their durability in the demanding naval environment. Durability The Advance Compatibility Engineering body structure is a Honda exclusive body design that enhances occupant protection and crash compatibility in frontal collisions. Example: for a light bulb: it is how long it works before the filament burns out. Dimension 6: Serviceability Serviceability or the speed, courtesy and competence of repair. As end users become more focused on Total Cost of Ownership than simple procurement costs, serviceability (as well as reliability) is becoming an increasingly important dimension of quality and criteria for product selection. Serviceability -The Honda Warranty includes: Bumper-to-Bumper Limited Warranty (years/miles) = 3/36,000

 Powertrain Limited Warranty (years/miles) = 5/60,000 Corrosion Limited Warranty (years/miles) = 5/unlimited Accessory Limited WarrantyAll Honda accessories are covered up to 3 years or 36,000 miles, depending on time of installation Example: for a car: it is how quickly and easily it can be repaired and how long it stays repaired. For a mail order house: it is the speed and courtesy with which an overcharge is corrected. Dimension 7: Aesthetics Appearance / aesthetics or fits and finishes. The way a product looks is important to end-users. The aesthetic properties of a product contribute to a companys or brands identity. Faults or defects in a product that diminish its aesthetic properties, even those that do not reduce or alter other dimensions of quality, are often cause for rejection. Aesthetics One glance at the racing-inspired Civic Si Sedan and you can tell that this car was born to perform. Its aerodynamic shape is accentuated by 17 inch alloy wheels and integrated fog lights. Its racy rear wing spoiler enhances the rear deck appeal and provides enhanced performance while a bold front grille flaunts the Si badge. Example: for a product or service: it is its look, feel, sound, taste or smell. Dimension 8: Perception Perception is reality. The product or service may possess adequate or even superior dimensions of quality, but still fall victim to negative customer or public perceptions. As an example, a high quality product may get the reputation for being low quality based on poor service by installation or field technicians. If the product is not installed or maintained properly, and fails as a result, the failure is often associated with the products quality rather than the quality of the service it receives. Perceived Quality The Civic Si Sedan is a 197-hp beast thats designed to attack the road. The Sis engine boasts an impressive torque curve from idle all the way to its race car-like 8000-rpm redline. A helical limited-slip differential channels power to the pavement. And vehicle stability assist with traction control enhances vehicle stability when cornering in a vehicle that you can trust.

Image / perceived quality or reputation. Example: for a product or service: it is the positive or negative feelings people attach to any new offerings, based on their past experiences with the company.

Summary It should be obvious from the discussion above that the individual dimensions of quality are not necessarily distinct. Depending on the industry, situation, and type of contract or specification several or all of the above dimensions may be interdependent.

When designing, developing or manufacturing a product (or delivering a service) the interactions between the dimensions of quality must be understood and taken into account. While these dimensions may not constitute a complete list of relevant dimensions, taking them into consideration should provide us with a better understanding of the slippery concept of quality.

Quality Framework
Garvin proposes eight critical dimensions or categories of quality that can serve as a framework for strategic analysis: Performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. 1. Performance Performance refers to a product's primary operating characteristics. For an automobile, performance would include traits like acceleration, handling, cruising speed, and comfort. Because this dimension of quality involves measurable attributes, brands can usually be ranked objectively on individual aspects of performance. Overall performance rankings, however, are more difficult to develop, especially when they involve benefits that not every customer needs. 2. Features Features are usually the secondary aspects of performance, the "bells and whistles" of products and services, those characteristics that supplement their basic functioning. The line separating primary performance characteristics from secondary features is often difficult to draw. What is crucial is that features involve objective and measurable attributes; objective individual needs, not prejudices, affect their translation into quality differences. 3. Reliability This dimension reflects the probability of a product malfunctioning or failing within a specified time period. Among the most common measures of reliability are the mean time to first failure, the mean time between failures, and the failure rate per unit time. Because these measures require a product to be in use for a specified period, they are more relevant to durable goods than to products or services that are consumed instantly. 4. Conformance Conformance is the degree to which a product's design and operating characteristics meet established standards. The two most common measures of failure in conformance are defect rates in the factory and, once a product is in the hands of the customer, the incidence of service calls. These measures neglect other deviations from standard, like misspelled labels or shoddy construction, that do not lead to service or repair. 5. Durability A measure of product life, durability has both economic and technical dimensions. Technically, durability can be defined as the amount of use one gets from a product before it deteriorates. Alternatively, it may be defined as the amount of use one gets from a product before it breaks down and replacement is preferable to continued repair. 6. Serviceability Serviceability is the speed, courtesy, competence, and ease of repair. Consumers are concerned not only about a product breaking down but also about the time before service is restored, the timeliness with which

service appointments are kept, the nature of dealings with service personnel, and the frequency with which service calls or repairs fail to correct outstanding problems. In those cases where problems are not immediately resolved and complaints are filed, a company's complaints handling procedures are also likely to affect customers' ultimate evaluation of product and service quality. 7. Aesthetics Aesthetics is a subjective dimension of quality. How a product looks, feels, sounds, tastes, or smells is a matter of personal judgement and a reflection of individual preference. On this dimension of quality it may be difficult to please everyone. 8. Perceived Quality Consumers do not always have complete information about a product's or service's attributes; indirect measures may be their only basis for comparing brands. A product's durability for example can seldom be observed directly; it must usually be inferred from various tangible and intangible aspects of the product. In such circumstances, images, advertising, and brand names - inferences about quality rather than the reality itself - can be critical.

When it comes to measuring the quality of your services, it helps to understand the concepts of product and service dimensions. Users may want a key board that is durable and flexible for using on the wireless carts. Customers may want a service desk assistant who is empathetic and resourceful when reporting issues. Quality is multidimensional. Product and service quality are comprised of a number of dimensions which determine how customer requirements are achieved. Therefore it is essential that you consider all the dimension that may be important to your customers. Product quality has two dimensions.

Physical dimension - A product's physical dimension measures the tangible product itself and includes such things as length, weight, and temperature. Performance dimension - A product's performance dimension measures how well a product works and includes such things as speed and capacity.

While performance dimensions are more difficult to measure and obtain when compared to physical dimensions, but the efforts will provide more insight into how the product satisfies the customer. Like product quality, service quality has several dimensions.

Responsiveness - Responsiveness refers to the reaction time of the service. Assurance - Assurance refers to the level of certainty a customer has regarding the quality of the service provided. Tangibles - Tangibles refers to a service's look or feel. Empathy - Empathy is when a service employee shows that she understands and sympathizes with the customer's situation. The greater the level of this understanding, the better. Some situations require more empathy than others.

Reliability - Reliability refers to the dependability of the service providers and their ability to keep their promises.

The quality of products and services can be measured by their dimensions. Evaluating all dimensions of a product or service helps to determine how well the service stacks up against meeting the customer requirements