Eight Dimensions of Quality | Examples

Eight Dimensions of Quality With Example

→ In the Year 1987, David A. Garvin depicted eight dimensions of quality.

→ Garvin's eight dimensions of quality are performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality.

→ So before learning about the eight dimensions, we will understand the different perspectives of quality.

Table of Contents:

• Eight Dimensions of Quality With Example
• What is Quality?
• Different Definitions (Perspectives) of Quality
• Eight Dimensions of Quality
• Performance
• Feature
• Reliability
• Conformance
• Durability
• Serviceability
• Aesthetics
• Perceived Quality
• Benefits of Addressing Eight Dimensions of Quality
• Conclusion

What is Quality?

→ The word Quality does not have any specific meaning until we relate it to any function or object.

→ The definition of quality has changed over the period of time.

→ Quality is the most important criterion in the Lean Six Sigma Projects.

→ Some of the most famous interpretations of quality are mentioned below.

→ Quality is the fundamental characteristic of any business.

→ Quality Management includes Quality Control, Quality Assurance, and Quality Planning.

→ Quality Control and Assurance are looking similar words but there are many differences between these two words.

Different Definitions (Perspectives) of Quality:

→ It is a degree of excellence or we can say that it is a Conformance to specification.

→ Fit for Purposes

→ Conformance to Requirements (Said by Philip Crosby)

→ Quality_is a Value for Performance

→ Quality_means Freedom from defects

→ Conformance to Specifications (Said by Edward Deming)

→  The quality of a product or service is the fitness of that product or service to meet its intended use required by the customer (Said by Joseph Juran)

→ Doing the right things at the right time

→ By considering all the above definitions (different perspectives) we can conclude that the quality of a product or service refers to the customer's expectations.

Eight Dimensions of Quality:

→ In manufacturing the quality has various aspects in terms of the customer's requirement and performance of the product in easy terms we can say the dimensions.

→ It is not only saying the product, process, or service is ok or not ok but also has different dimensions given below.

Eight Dimensions of Quality are:

1. Performance
2. Feature
3. Reliability
4. Conformance
5. Durability
6. Serviceability
7. Aesthetics
8. Perceived Quality

→ Now we will learn all dimensions in detail with examples.

(1) Performance:

→ Performance is anything that will perform as expected by the user and as specified by the manufacturer.

→ In other words, we can say that performance is the essential function of the product.

→ We can understand the performance just by asking the simple question: Will the product do the intended job?

→ If products do not do as buyers expect, users will be disappointed and frustrated. 

→ Poor performing things get negative reviews and lose sales and reputation.

→ The performance of a product reflects the profitability or reputation of the business.

⏩Examples of Performance:

• Acceleration
• Fuel Efficiency
• Handling
• Speed of Machine

(2) Features:

→ Features are the additional aspect of the performance of the product.

→ It is an extra function with the essential functions of the product.

→ What additional benefits will be added to the product? by asking this simple question we can understand the features of the product.

→ Sometimes distinguishing between the performance and feature dimensions might be challenging.

⏩Examples of Features:

• Technology Advances
• Safety Airbags in Car
• Convenience
• Built-in GPS in Car

(3) Reliability:

→ Reliability is the ability of a product or service to perform consistently as expected over a period of time.

→ Will the product perform well over its expected lifetime? by asking this simple question we can get an idea about the product's reliability.

→ In very simple language we can understand the reliability of a product by asking the question: (how often does the product fail?)

→ Usually, reliability may be closely related to the product's performance.

→ Many brands have developed trust with customers because of their product’s reliability.

→  So reliability is a major contributor to any brand or organization. e.g. Apple, Microsoft, Google…..

⏩Examples of Reliability:

• Consistent Performance
• Fewer Malfunctions

(4) Conformance:

→ Conformance is the degree to which a product conforms to its specification.

→ Does your product meet the specifications that are given by the customer or mentioned in the design?

→ In other words, we can just ask: (does the product meet the specifications?).

Quality_Guru Philip Crosby defines "quality as conformance to requirements."

⏩Examples of Conformance:

• Satisfied all safety regulations
• Satisfied all environmental guidelines
• The customer's specific requirements fulfill
• Passes all quality criteria before product dispatch

(5) Durability:

→ Durability is related to how long the product will perform and under what conditions?

→ In simple words, we can say that Durability is the measurement of product life.

→ Usually, the durability of the product is closely related to the warranty.

→ Sometimes, the product's durability is mentioned in procurement contracts and specifications.

→ Will it last long with daily use?

→ We can measure durability by the number of cycles or the time a product/component/machine will function properly as a part of the product life.

⏩Examples of Durability:

• Engine Longevity
• Body Integrity
• Interior Resilience
• How long will your bike last?

(6) Serviceability:

→ Serviceability is the ability of the product to be easy to maintain and repair.

→ Make sure customers are satisfied with the products and services of the organization.

→ We can measure serviceability with the help of knowing how much time and effort it takes to get a defective product repaired and returned to regular use.

⏩Examples of Serviceability:

• Ease of Maintenance
• Part Availability
• Service Center Network

(7) Aesthetics:

→ Aesthetics is the look of the finished goods in simple language.

→ In other words, we can say that aesthetics refers to the appearance of a product.

→ It includes all aspects related to the physical appearance of a product.

→ It is related to a product’s look, appearance, or beauty e.g. Lamborghini

→ The aesthetic dimension plays a major role in an organization or brand's identity buildup.

⏩Examples of Aesthetics:

• Design
• Finish
• Color Options
• Engine Sound
• Weight

(8) Perceived Quality:

→ Perception is a reality or how the customer thinks about a specific product or service is called perceived quality.

→ In simple words, we can say that the perceived quality is the overall opinion of the customers towards the product or service.

→ It's the combined effects of different factors such as brand name, price, look, feel, marketing strategy, etc.

→ It is a perception or thinking about the brand  e.g.  Rolls Royce

→ What brand name is going to be used and does this convey any perception? by asking this simple question we can get an idea about the perceived quality of any product.

⏩Examples of Perceived Quality:

• Customer Perception
• Brand Reputation
• Past Experience

Benefits of Addressing Eight Dimensions of Quality:

• Customer Satisfaction
• Customer Loyalty
• Competitive Advantage
• Cost Effectiveness
• Brand Reputation
• Long-term Profitability

Conclusion:

→ The eight dimensions of quality represent quality from a consumer's perspective.

→ Each dimension of quality provides a unique perspective to assess and enhance products and services.

→ By understanding, optimizing, and implementing these dimensions, companies can perform better and gain more profitability and customer satisfaction.

→ With the help of these dimensions, we can identify areas for improvement.

→ Also, we can make our strategy to fulfill customer needs and preferences.