01 introduction to quality

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1.0 : Introduction To Quality


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What are the

differences?

1. Price

2. Quality3. Specification

4. Comfortable

Value for money


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What is Quality ?

Sales Dept Marketing Dept Design Dept

Production Dept Production Engineering Customers


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Product

Services


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Product
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Services
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According to 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).

If You Ask 10 People to Define Quality, You Probably Will Get 10

DefinitionsFoster (2010)pg 29


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Summers, Donna C. S. (2010) concluded that the above definitions

stated three types of quality:

Quality of Designmeans that the product has been designed to successfully fill a

consumer need, real or perceived.

Quality of Conformancemeans 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 Performancemeans 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.


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ContBut Summers, Donna C. S. (2010) believes that perhaps most

complete definition of quality is as defined by Armand Feigenbaum :

Quality is a customer determination which is based on the customers actual experience with theproduct or service, measured against his or her requirementsstated or unstated, conscious or

merely sensed, technically operational or entirely subjectiveand always representing a moving target

in a competitive market.

a. Customer Determination only a customer can decide if and how well a product or service meets hisor her needs, requirements, and expectations.

b. Actual Experiencethe 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.

c. Requirementsnecessary aspects of a product or service called for or demanded by the customer may

be stated or unstated, conscious or merely sensed.

d. Technically Operationalaspects of a product or service may be clearly identified in words by the

consumer.e. Entirely Subjective - aspects of a product or service may only be conjured in a consumers personal

feelings.

Some key words stand out from this definition are :


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1.2. Recognizing Different Perspectives on

Quality.

a. Product Quality Dimensions

b. Service Quality (SQ) Dimensions


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Cont..

a. Product Quality Dimensions

Foster (2010)David Garvin found that most definitions of quality were either (a) transcendent,

(b) product-based, (c) user-based, (d) manufacturing-based, or (e) value-based.

TranscendentQuality is something that is intuitively understood but nearly impossible to

communicate, such as beauty or love.

Product-basedQuality is found in the components and attributes of a product.

User-basedIf the customer is satisfied, the product has good quality.

Manufacturing-basedIf the product conforms to design specifications, it has good quality.

Value-basedIf the product is perceived as providing good value for the prove, it has good

quality.


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GARVINS PRODUCT QUALITY DIMENSIONS

Performance

Features

Reliability

Conformance

Durability

Serviceability

Aesthetics

Perceived Quality

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From these five definitions of quality, Garvin developed a list of eight quality dimensions:

i. Performancerefers 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 with better quality.

ii. Featuresare attributes of a product that supplement the products

basic performance. These include many of the bells and whistles contained

in products. For example Electronic shop / store will reveal some features

such as HDTC capability, plasma, and size.

iii. Reliabilityrefers 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.


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Contiv. Conformancewhen a product is designed, certain numeric dimensions for the products 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. Durabilityis the degree to which a product tolerates or trauma without

failing. For example car battery.

vi. Serviceabilitya product is very serviceable if it can be repaired easily

and cheaply. For example personal computer.

vii. Aestheticsare 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 Qualityis based on customer opinion. Customer imbue

products and services with their understanding of their goodness. This is

perceived quality.

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SERVICE QUALITY DIMENSIONS

Parasuraman, Zeithamel, and Berrys Service Quality Dimensions

Tangibles

Service

Reliability

Responsiveness

Assurance

Empathy

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b. Service Quality (SQ) Dimensions

Foster (2010), SQ is even more difficult to define than product quality. Althoughservices and production share many attributes, services have more diverse quality

attributes than products.

Parasuraman, Zeithaml, and Berry (1985), published a

widely recognized set of service quality dimensions.

Reliability : Delivering on Promises:

is defined as the ability to perform the promised service dependably and

accurately.

means that the company delivers on its promisespromises about delivery,service provision, problem solution and pricing.

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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 needs .

to excel the dimension of responsiveness, a company must be certain to view the process of

delivery and handling request.

Assurance : Inspiring Trust and Confidence:

is defined as employees knowledge and courtesy and ability of the firm

and its employees to inspire trust and confidence.

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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 useto evaluate quality.

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WHY DOES IT MATTER THAT DIFFERENCE

DEFINITIONS OF QUALITY EXIST?

Understanding that definitions and dimensions of

quality exist allows measures to be taken to provide a

better basis for communication and planning in afirm.

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1.3. Differing Functional Perspectives on

Quality.

One of the important determinants of how weperceive quality is the functional role we fulfill

organizationally.

Functional Perspectives include:

Engineering PerspectiveSupply Chain Perspective

Operations Perspective

Strategic Management Perspective

Marketing Perspective

Financial PerspectiveHuman Resource Perspective

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The value chain includes inbound logistics, core

processes, and outbound logistics, humanresources, information systems, and purchasing.

A. Supply Chain Perspectives

Operations, logistics, and marketing are the

primary participants in supply chain.

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The major emphasis of engineeringperspective are:

B. Engineering Perspective

Product Design Engineering

Concurrent Engineering

SPC

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C


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ContProduct Design Engineering (PDE)

The PDE involves

all those activities associated

with developing a product from

concept development to final design and

and implementation.

Product design is the key because quality is assured

at design stage.

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C


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Concurrent engineering Concurrent engineering involves the

formation of cross-functional team.

This allows engineers and managers

of differing disciplines to worktogether simultaneously in developingproduct and process designs.

Concurrent design has been improved

quality and faster speed to market fornews products.

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C


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Is concerned with monitoring process capability and processstability.

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C


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C. Operations Perspective

Operation management view of quality is rooted in theengineering approach but grown beyond the technicalengineering perspective.

Uses the Systems View that underlies modern Qualitymanagement thinking.

Systems view involves the understanding that productquality is the result of the interactions of several variables,such as machines, labors, procedures, planning, andmanagement.

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C


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Input Process Output Customer

Planning Organizing

Controlling

Process

Control

Feedback

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Operation management uses the system view which is involves theunderstanding that product quality is the result of the interactions of several

variables, such as machine, labor, procedures, planning, and management.

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D. Strategic Management PerspectiveStrategic refers to the planning, processes

used by an organization to achieve a set oflong-term goals.

This plan must be cohesive and coherent withgoals, policies, plans, and sequence to achieve

quality improvement.

The keys are planning processes and a

long-term orientation

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External Analysis

Mission/Vision/Goals

Internal Analysis

Strategic Options

Business-Level Strategy

Corporate-Level Strategy

.

Operational Subplans

Change Management

Strategic Alignment

between Structure

and Goals

Organizational Design OrganizationalReward System

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C


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Traditionally, the term marketing has referred toactivities involves with directing the flows of productsand services from the producer to the consumer.

E. A Marketing Perspective

More recently, in a trend known as customerrelationship management, marketing has directedits attention toward satisfying the customer and

delivering value to the customer.

The marketers focus on perceived quality(means that quality as the customer views it) ofproduct and services.

The primary marketing tools for influencingcustomer perceptions of quality are price andadvertising.

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Marketing also concerned about systems.

Organization

Intermediary

Customer

Marketing System

Offering

Offering

Offering

Payment

Payment

Payment

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Time of the transaction

After-sales support

Another important contribution of the marketingperspective are :

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Deming: Quality Improvement is linked to

reduction of defects and improved organizational

performance.

Juran: Quality related costs can result in

lost sales because of a poor reputation for

reliability.

F. A Financial Perspective

The finance function is primarily interested inthe relationships between the risks of

investments and the potential rewards resulting

from those investments.

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Improve Quality

Cost Decrease (Less

rework, fewer mistakes,fewer delays, snags,

better use of machine

time and materials)

Productivity Improves

Capture the Market

Stay in Business

Provide Jobs and More

Jobs

Deming Value Chain

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It is impossible to implement quality without the

commitment and action of the employees.

G. Human Resources

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1.4. Other Perspectives on Quality.

H. Value-Added Perspective on Quality

A Value-Added Perspective on Qualityinvolves a subjective assessment of the efficacyof every step of the process for the customer.

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I. Cultural Perspective on Quality

National / International marketers have longnoted differences in taste and preferencesbetween cultures and nations.

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1 5 Quality Concepts


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1.5. Quality Concepts.

The concept derived or inferred from specific instances

or occurrences or a thought or notion.

Garvin (1988) quality is an unusually slippery

concept, easy to visualize and yet exasperatingly

difficult to define. It remains a source of greatconfusion to manager.

The concept of Quality is very similar to the conceptof beautiful or good.

It is very difficult to define and one definition can be

the opposite of another.

We must deal with reason and attempt to defineclearly what we are hoping to achieve in the study of

this topic.

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Sinha and Willborn (1985)--- an abstract explanation ofquality 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 valuein 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.

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Cont.. Quality means not just fitness for use but, in more specific

terms, reliability, safety, maintainability, status etcetera.

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 everybodys responsibility.

Quality in business is expressed as specified standards against

which actual performance and conformance can be measured.

Quality is totality of all attributes and characteristics of a

product or service as specified, required, and expected.

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Zero Defects

Implies that there is no tolerance for errors within thesystem.

The goal of all processes is to avoid defects in theproduct or service.

Similar to six sigma: almost zero defects

Four quality concepts

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The Customer is the Next Person in the Process

The internal organization has a system that ensures the product orservice is transferred to the next person in the process in a completeand correct manner.

The product or service being built is transferred to another internalparty only after it meets all the specifications and all actions at thecurrent work station.

Avoids incorrectly assembled components and poor workmanship.

Cont..

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Do the Right Thing Right the First Time

Implies that it is easier and less costly to do the work right the firsttime than it is to do it the second time.

Entails the training of personnel to ensure sufficient skills and tools tocorrectly complete the work.

Cont..

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Continuous Improvement Process (CIP)/ Kaizen

A sustained, gradual change to improve the situation.

Differs from innovation -- does not make a sudden jump to a plateauwhere it matures over time.

Focuses on 11 principles: constancy of purpose, commitment to quality,customer focus and involvement, process orientation, continuousimprovement, system-centered management, investment in knowledge,teamwork, conservation of human resources, total involvement, andperpetual commitment.

Cont..

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Cont Quality Concepts in Education


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There are four main issues: Johnson and Golomskiss (1999)

Incorporation of quality concepts in the curriculum.

Using quality concepts to improve educational administration.

Using quality concepts to improve the teaching of any subject Quality concepts in doing research

Cont..Quality Concepts in Education

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Garvin, D.A. (1988) in his book Managing Quality : TheStrategic and Competitive Edge. Five principleapproaches to defining quality are (as being discussedearlier):

Cont..Quality Concepts

Transcendent (Luar Biasa)

Product-based

User-based

Manufacturing-based

Value-based

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Foster (2010)one way to conceptualize the qualitymanagement is known as the three spheres of quality.

Cont..Quality Concepts

QM

QAQC

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QC QA QM


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QC QA QM

Monitoring process capability

and stability

FMEA Planning for Quality

Improvement

Measuring process

performance

Concurrent engineering Creating a quality

organizational cultureReducing process variability Experimental design Providing leadership and

support

Optimizing processes to

normal measures

Process improvement Providing training and

retraining

Performing acceptancesampling

Design team formation andmanagement

Designing an organizationalsystem that reinforce quality

ides

Developing and maintaining

control charts.

Off-line experimentation Providing employee

recognition

Reliability / durability producttesting

Facilitating organizationalcommunication

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1.6. Quality and Competitiveness Concepts.


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Quality MgtProduct &

Services

SPC

Process,

Technology,and Capacity

Project Mgt

Facilities

Human

Resources

Operation Management

Designing the System

Quality

Competitiveness

G

lobalOperations

Sumber : Russell, R.S and Taylor III, B.W. (2006). Operations Management : Quality and

Competitiveness in a Global Environment.

1.6. Qualityand Competitiveness Concepts.

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Products and Servicesthe design process converts customer

requirements into technical product or service characteristics.

Quality Managementmanagement is a process involving

certain functions and work activities that managers mustperform to achieve an enterprises goals.

Processes, Technology, and Capacityonce the product/service has

been designed, the physical process for producing the

product/service must be prepared. Process planning involves

deciding what tasks need to be done, what labor and equipment

resources are needed, and how they are to be coordinated.

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Human Resourcesa primary component of production

(product/service) is the work performed by people, alone, together,

or with machines and equipment.

Facilitiesto be effective, processes must be physically

housed in facilities that are laid out in an efficient fashion.

Project Managementis a technique at breaks down complex

processes, schedules activities, and ensures that the project is

completed on time and on budget.

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Summarizing


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End

Summarizing

What is

quality

Recognizing

Different

Perspectives

on Quality

Differing

Functional

Perspectives

on QualityOtherPerspectives

on Quality

Quality

Concepts

Quality and

Competitiveness

01 introduction to quality

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