Marketing Strategy Archives

8 Dimensions of Quality



What do consumers think about you and your product brand? Quality management is not a new concept. The approaches espoused by Deming, Juran, Crosby, and others have long been used by highly effective managers. The most significant aspect is the degree of mutual trust that is required by both management and labor to build a culture in which an effective quality management program can succeed. Quality is now everyone’s responsibility, not just the inspection department. People are expected to critically evaluate their jobs and initiate steps to improve their part of the process. Open, objective measurements are required.

What do consumers think about you and your product brand? The 8 Dimensions of Quality focuses in on eight quality components from the consumer’s vantage point rather than from our perspective. These dimensions of quality must be considered in direct correlation with your organization’s total quality management program and initiatives.

8 Dimensions of Quality

  • Performance
  • Features
  • Reliability
  • Durability
  • Serviceability
  • Response
  • Aesthetics
  • Reputation

Performance

Product or Service Characteristics
(Examples:  Vehicle – Horsepower; Service – Processing customer requests.)

Features

Added Features/Secondary Characteristics
(Examples:  Vehicle – GPS; Service – Auto bill pay.)

Reliability

Consistency of Performance over Time
(Examples: Product – Mean time before failure; Service – Variance in processing time.)

Durability

Useful Life
(Examples: Product – Ability to repair; Service – Keeping pace with industry.)

Serviceability

Ease of Repair
(Examples: Product – Design; Service –Accessibility, Online.)

Response

Characteristics of Human-to-Human Interaction
(Examples: Product – Courtesy of vehicle dealer; Service – courtesy of provider.)

Aesthetics

Sensory Characteristics – Look, feel, etc.
(Examples: Product – Compared to others; Service – Appearance of location.)

Reputation

Past Performance (Perceived Quality)
(Examples: Company standing within industry.)

Techniques for Total Quality Management

The techniques used for total quality management are precisely the same ones that effective managers have always used. They are clear vision statements; a well-defined scope with objectives; an effective project team comprised of committed members, each with a defined role; bi-directional communications with subordinates, including objective measurements of progress; timely identification of real and perceived obstacles; a clear project plan; and procedures for controlling change, resolving issues, and managing risks.


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