01 differing perspectives on quality

©2004 Prentice-Hall©2004 Prentice-Hall

S. Thomas Foster, Jr.S. Thomas Foster, Jr.Boise State UniversityBoise State University

PowerPointPowerPoint prepared byprepared byDave MageeDave Magee

University of KentuckyUniversity of KentuckyLexington Community CollegeLexington Community College

Chapter 1Chapter 1Differing Differing

Perspectives on Perspectives on QualityQuality

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What is quality?

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Perspectives on Quality

• Beauty is in the eye of the beholder• For the same course one may say it is

highly theoretical, while others state that it is highly practical.

• There are many different definitions and dimensions of Quality

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Quality Dimensions

• Transcendent• Product based• User based• Manufacturing based• Value based

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Transcendent

• Quality is something that is intiutively understood but nearly impossible to communicate, such as beauty and love.

I like it, because I just like it....!!!

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Product based

• Quality is found in the components and attributes of a product.

• I like it, because the product has ....

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User based

• If the customer is satisfied, the product has good quality.

• I am satisfied with this product.

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Manufacturing based

• If the product conforms to design specifications, it has good quality.

• The product is of xxx standards.

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Value based

• If the product is perceived as providing good value for the price, it has good quality.

• This is the best one I can buy at this price.

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Garvin’s 8 quality dimensions

Durability

Features

Performance

Reliability

Conformance

Serviceability

Aesthetics

Percieved quality

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Performance

• Efficiency with which a product achieves its intended purpose

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Features

• Attributes of a product that supplement the product basic performance

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Reliability

• Propensity (eğilim) for a product to perform consistently over its useful design life

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Conformance

• Is a particular dimension of a product is within the allowable range of tolerance of the specification, the product conforms.

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Durability

• The degree to which a product tolerates stress or trauma without failing

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Serviceability

• Ease of repair for a product

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Aesthetics

• Subjective sensory characteristics such as taste, feel, sound, look and smell.

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Perceived Quality

• As the customer perceives the quality.

QUALITY

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Service Quality dimensions

• More difficult to define than to define product quality

• Tangibles• Service reliability• Assurance

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Differing Functional Perspectives on Quality

• Engineering• Operations• Strategic Management• Marketing• Financial• Human Resources

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Engineering

• Engineering is an applied science.– Product Design Engineering– Concurrent Engineering (simultaneous

performance)• Statistics + technical orientation

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Design Life Cycle

Idea Generation

Preliminary Design

Prototype Development

Final Definition

Product Design Evaluation

Implementation

Iterations

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Operations

• Focus was initially on statistical process control

• Uses system view underlying modern quality management thinking

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An Operations Management Competence Model

Cost Efficiency

Speed

Dependability

Quality

The Sand Cone Model

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Strategic Management

• Refers to the planning processes• Long term orientation

• Goal: to achieve sustainable competititve advantage

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Generic Strategic Planning Process (1)

Firm Mission and Goals

Strategic Options

Business level strategy

Corporate level strategy

Operational Subplans

External analysis Internal analysis

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Generic Strategic Planning Process (2)

Operational Subplans

Conflict Politics and Change

Organizational Reward System

OrganizationalDesign

Strategic Alignment betweenStructure and Goals

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Marketing

• Customer satisfaction

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Financial

• Risk of investment vs. Potential rewards

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Deming Value Chain

Improve quality

Cost decrease

Productivity Improves

Capture the market

Stay in business

Provide Jobs and more jobs

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Human Resources

• Employee empowerment• Job analysis• Total quality human resources management

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The Three Spheres of Quality

Quality Management

Quality Assurance

Quality Control

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Quality Control

• Scientific method includes:– Analysis ( a process is broken into fundamental

pieces)– Relation (relationships between parts)– Generalization (how interrelationships apply to

the larger phenomenon of quality being studied)

Quality Control

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Quality Control Activities

• Monitoring process capability and stability• Measuring process performance• Reducing process variability• Optimizing processes to nominal measures• Performing acceptance sampling• Developing and maintaining control charts

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Quality Assurance

• Activities associated with guaranteering the quality of a product or service.

Quality Assurance

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Quality Assurance Activities

• Failure mode and effect analysis• Concurrent Engineering• Experimental Design• Process improvement• Design team formation management• Off-line experimentation• Reliability/durability product testing

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Quality Management

• Management processes that overarch and tie toegther the control and assurance activities make up quality management.

Quality Management

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Quality Management Activities

• Planning for quality improvement• Creating a quality organizational culture• Providing leadership and support• Providing training and re-training• Designing a system to reinforce quality

ideals• Facilitating organizational communication

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Other perspectives

• Value Added Perspective• Cultural Perspectives

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Contingency Theory

• There is no theory or method for operating a business that can be applied in all instances.

This provides flexibility to managers in pursuing quality.

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Summary

• Different perspectives on quality management

• Quality sphere is composed of:– Quality Control– Quality Assurance– Quality Management

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Quality Example

• Define high quality toilette paper?• Single (5 min)• In groups of two (5 min)• Reviews....... • One address for the class and registration to

the group.... Do not wait for invitation register