The Eight Dimensions of Quality, also known as the Eight Dimensions of Product Quality, are a framework for analysing and assessing the quality of a product or service. These dimensions were first identified by David A. Garvin, a professor at Harvard Business School, in the 1980s. David A. Garvin was a professor at Harvard Business School who made significant contributions to the field of quality management. He was born on April 5, 1947, in Boston, Massachusetts, and passed away on April 30, 2017.
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Garvin was a highly respected scholar and teacher, known for his research and writings on topics such as quality management, organizational learning, and innovation. He was the C. Roland Christensen Professor of Business Administration at Harvard Business School, where he taught for over 30 years and received numerous awards for his teaching and research.
One of Garvin's most significant contributions was his development of the eight dimensions of quality framework, which provided a comprehensive framework for understanding and measuring product quality. His research on quality management also explored the role of quality in business strategy, the relationship between quality and innovation, and the importance of organizational learning for quality improvement.
Garvin was also a prolific author, publishing numerous articles in top academic journals, as well as several highly influential books, including "Managing Quality: The Strategic and Competitive Edge" and "Learning in Action: A Guide to Putting the Learning Organization to Work".
Overall, David A. Garvin's contributions to the field of quality management have had a lasting impact on both academic scholarship and practical management practice, and he is remembered as a visionary thinker and influential teacher.
The eight dimensions of quality are:
Performance: This dimension refers to how well a product or service meets its intended purpose or function. It includes measures of speed, accuracy, and reliability.
Features: This dimension refers to the additional attributes or characteristics of a product or service that go beyond its basic function. Examples of features include design, style, and convenience.
Reliability: This dimension refers to the consistency and dependability of a product or service over time. It includes measures of durability, maintenance, and repairability.
Conformance: This dimension refers to how well a product or service meets established standards or specifications. It includes measures of precision, accuracy, and uniformity.
Durability: This dimension refers to the expected lifespan of a product or service. It includes measures of wear and tear, resistance to damage, and the ability to withstand use over time.
Serviceability: This dimension refers to the ease with which a product or service can be repaired or maintained. It includes measures of accessibility, availability of spare parts, and the ability to diagnose and fix problems.
Aesthetics: This dimension refers to the sensory and emotional appeal of a product or service. It includes measures of visual and auditory design, as well as the overall user experience.
Perceived Quality: This dimension refers to the customer's overall perception of the quality of a product or service. It includes measures of brand reputation, marketing, and customer service.
Performance:
Performance is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. It refers to how well a product or service meets its intended purpose or function. In other words, performance is a measure of how effectively a product or service performs the task it is designed to do.
Performance can be evaluated in various ways depending on the nature of the product or service. For example, for a car, performance might be measured in terms of its speed, acceleration, handling, and fuel efficiency. For a software application, performance might be measured in terms of its processing speed, response time, and accuracy of results.
Assessing performance is critical in determining the overall quality of a product or service. Products that perform well are more likely to meet customer needs and expectations and provide greater value. Thus, it is important for organizations to continually improve the performance of their products and services to maintain a competitive edge in the market.
Features:
Features are one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Features refer to the additional attributes or characteristics of a product or service that go beyond its basic function.
Features can enhance the performance, usability, convenience, and aesthetic appeal of a product or service. Examples of features in different products could include:
A camera with various shooting modes, image stabilization, and manual controls.
A car with heated seats, navigation system, and a sunroof.
A smartphone with facial recognition, a large screen, and wireless charging.
The importance of features varies depending on the type of product or service and the needs and preferences of customers. For some products, features may be a critical factor in the decision-making process, while for others, they may not matter as much.
Developing and incorporating desirable features can provide a competitive advantage to organizations, as it allows them to differentiate their products from those of competitors and meet the evolving needs and preferences of customers.
Reliability:
Reliability is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Reliability refers to the consistency and dependability of a product or service over time.
A reliable product or service is one that performs consistently well and is free from defects or failures. For example, a reliable car starts and runs smoothly every time, a reliable electronic device works without any glitches, and a reliable service provider delivers their services as promised.
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Reliability can be evaluated through various measures such as:
Mean Time Between Failures (MTBF) - the average time a product or service functions without any failure.
Mean Time To Repair (MTTR) - the average time taken to repair a product or service in case of a failure.
Warranty period - the duration for which a manufacturer guarantees that their product will function reliably.
Reliability is an important aspect of quality, as customers expect products and services to work consistently without causing any inconvenience or interruption. A lack of reliability can lead to customer dissatisfaction, loss of reputation, and ultimately, loss of business. Therefore, organizations must ensure that their products and services are designed, tested, and maintained to meet high reliability standards.
MTBF stands for Mean Time Between Failures, which is a measure of reliability used to estimate the average time a product or service will function without any failure. MTBF is typically used for products or systems that can be repaired or restored after a failure.
MTBF is calculated by dividing the total operating time of a product or system by the number of failures that occur during that time. For example, if a product has been in use for 1000 hours and has experienced 5 failures during that time, the MTBF would be 200 hours (1000 hours / 5 failures).
MTBF is an important metric for determining the reliability of a product or system, and it can be used to estimate the frequency of maintenance and repair required to ensure that the product or system remains operational. A higher MTBF indicates greater reliability, and organizations strive to improve MTBF as part of their quality improvement efforts.
It is worth noting that MTBF is not the same as product lifespan or durability. MTBF only measures the average time between failures, while lifespan and durability refer to the overall life expectancy and strength of a product or system.
MTTR stands for Mean Time To Repair, which is a measure of the maintainability of a product or system. MTTR is the average time taken to repair a product or system after it has failed. MTTR is important in evaluating the efficiency of the maintenance and repair process and minimizing downtime caused by equipment failures.
MTTR can be calculated by dividing the total time required for repairs by the number of failures that occurred during that time. For example, if a product has experienced 10 failures during a particular time period, and the total time required to repair those failures was 50 hours, then the MTTR would be 5 hours (50 hours / 10 failures).
A low MTTR is desirable as it indicates that the product or system can be restored to operation quickly after a failure, minimizing downtime and maximizing productivity. A high MTTR, on the other hand, indicates that repairs take longer, which can lead to lost production, decreased efficiency, and increased costs.
Organizations can improve MTTR by implementing efficient maintenance and repair processes, using reliable and easily maintainable components, and providing adequate training to maintenance personnel.
Warranty period refers to the duration of time for which a manufacturer guarantees that their product will function properly and be free from defects or failures. Warranty periods vary depending on the type of product or service and can range from a few months to several years.
Warranty periods provide customers with assurance that the manufacturer stands behind the quality and reliability of their products. In the event of a defect or failure, customers can have the product repaired or replaced free of charge during the warranty period.
Warranty periods can also serve as an indicator of the manufacturer's confidence in their product's quality and reliability. Longer warranty periods may indicate that the manufacturer has high confidence in their product, while shorter warranty periods may suggest that the manufacturer is less confident in their product's quality or reliability.
It's important to note that warranty periods are not the only measure of product quality or reliability. Customers should also consider other factors, such as product reviews, certifications, and customer support when evaluating the quality of a product or service.
Conformance:
Conformance is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Conformance refers to the extent to which a product or service meets established standards, specifications, and requirements.
A product or service that conforms to established standards is one that meets all the specified criteria and performs as expected. For example, a car that meets all the safety and emissions standards, a software application that meets all the functional requirements, and a service that meets all the customer specifications.
Conformance is important in ensuring that products and services are reliable and consistent in their performance. Non-conformance can lead to defects, failures, and other quality issues, which can result in customer dissatisfaction, increased costs, and reduced productivity.
To achieve high levels of conformance, organizations must establish clear quality standards, develop reliable processes and procedures, and ensure that employees have the necessary skills and training to meet those standards. Quality control measures, such as inspections and testing, can also be used to ensure that products and services conform to established standards.
Durability:
Durability is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Durability refers to the ability of a product to withstand wear, tear, and damage over time, and to continue functioning properly for an extended period.
A durable product is one that maintains its functionality, appearance, and performance over a long period of time, despite exposure to various environmental factors and usage conditions. For example, a durable car can withstand the effects of weather and road conditions, a durable electronic device can resist damage from drops and spills, and a durable piece of furniture can withstand regular use and wear.
Durability is an important aspect of quality as customers expect products to last a reasonable amount of time and provide good value for their money. A lack of durability can lead to customer dissatisfaction, negative reviews, and a damaged reputation for the manufacturer or service provider.
To ensure high levels of durability, organizations must use high-quality materials and components, employ reliable manufacturing processes and techniques, and design products to withstand expected usage conditions. Durability testing can also be used to evaluate a product's ability to withstand wear, tear, and damage over time, and identify areas where improvements can be made.
Serviceability:
Serviceability is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Serviceability refers to the ease and speed with which a product can be repaired or maintained when necessary.
A product that is easy to service is one that can be quickly and easily diagnosed and repaired by a trained technician. This can include factors such as accessibility to components, availability of repair parts, and the level of expertise required to carry out repairs.
Serviceability is important in ensuring that products can be quickly restored to their intended level of performance after a failure or maintenance event, minimizing downtime and maximizing productivity. A lack of serviceability can lead to increased costs, longer downtimes, and decreased customer satisfaction.
To ensure high levels of serviceability, organizations must design products with serviceability in mind, making it easy for technicians to access and repair components, and using components that are readily available and easy to replace. Providing adequate training and support to service technicians can also help to ensure that repairs are carried out quickly and effectively.
Aesthetics:
Aesthetics is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Aesthetics refers to the visual and sensory aspects of a product or service, including its design, appearance, feel, sound, and smell.
Aesthetics play an important role in product quality, as they can influence customers' perceptions of a product's quality and value. A product that is visually appealing, pleasant to touch, or emits a pleasing sound or smell is likely to be perceived as higher quality than a product that lacks these aesthetic qualities.
Aesthetics are particularly important in product categories where appearance and style are important to customers, such as fashion, home decor, and personal electronics. However, even products that are not typically associated with aesthetics, such as industrial machinery or medical devices, can benefit from thoughtful design and attention to sensory details.
To ensure high levels of aesthetics, organizations must take a customer-centric approach to product design, considering not just the functional requirements of the product, but also the visual and sensory aspects that will make it appealing and attractive to customers. This can involve conducting research on customer preferences and trends, working with skilled designers and engineers, and conducting user testing and feedback to refine the product design.
Perceived Quality:
Perceived quality is one of the eight dimensions of product quality, according to the framework developed by David A. Garvin. Perceived quality refers to the customer's overall impression of a product or service, based on factors such as its reputation, brand image, advertising, and word-of-mouth recommendations.
Perceived quality is important because it can influence a customer's purchasing decision, even in the absence of direct experience with the product or service. A product or service with a strong reputation for quality and reliability is more likely to be perceived as high quality, and customers may be willing to pay a premium price for such products.
Perceived quality can be influenced by a range of factors, including marketing and advertising efforts, social proof in the form of customer reviews and ratings, the brand's reputation for quality, and the perceived value of the product or service relative to its price.
To enhance perceived quality, organizations must focus on building a strong brand and reputation for quality, providing excellent customer service and support, and delivering on their promises with high-quality products and services. They must also actively manage their online reputation by monitoring customer feedback and reviews and responding promptly and effectively to any issues that arise. By taking these steps, organizations can enhance the perceived quality of their products and services, and build customer loyalty and trust.
Summary of the eight dimensions of quality
Performance - the ability of a product or service to meet customer needs and expectations.
Features - the additional characteristics and capabilities that enhance the product's performance and value.
Reliability - the consistency of the product's performance over time and its ability to operate without failure.
Conformance - the degree to which a product or service meets established standards and specifications.
Durability - the ability of a product to withstand wear, tear, and damage over time and continue functioning properly.
Serviceability - the ease and speed with which a product can be repaired or maintained when necessary.
Aesthetics - the visual and sensory aspects of a product or service, including design, appearance, feel, sound, and smell.
Perceived quality - the customer's overall impression of a product or service, based on factors such as its reputation, brand image, and advertising.
These dimensions are all important aspects of product quality, and organizations must consider all of them when designing, manufacturing, and marketing their products or services. By focusing on each of these dimensions and striving for continuous improvement, organizations can meet customer needs and expectations, build strong brands and reputations, and achieve long-term success.
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Author: Robert Kurek (QE - Water And Energy Saving Industry) robertkurek.com (c)
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