OPERATIONS

MANAGEMENT
(QUALITY and its
Dimensions)

Made By: Nikhil Bansal

ROLL NO: 0651663913
 Definition of Quality
ISO currently defines quality as degree to which a set of inherent characteristics fulfills
requirements.

Phil Crosby's View

The word "quality" is used to signify the relative worth of things in such phrases as "good
quality" "bad quality" and that brave new statement, "quality of life". He says that we must
measure the price of non-conformance and place Quality Management on the same level
as everything else that is measured financially.

Taguchi defines Quality as the loss a product causes to society after being shipped other
than any losses caused by its intrinsic function. Lower the loss, higher the Quality.

Dimensions of Quality

1. Performance
Does the product or service do what it is supposed to do, within its defined tolerances?
Performance is often a source of contention between customers and suppliers, particularly
when deliverables are not adequately defined within specifications. The performance of a
product often influences profitability or reputation of the end-user. As such, many contracts
or specifications include damages related to inadequate performance.

2. Features
Does the product or services possess all of the features specified, or required for its
intended purpose? While this dimension may seem obvious, performance specifications
rarely define the features required in a product. Thus, it’s important that suppliers designing
product or services from performance specifications are familiar with its intended uses, and
maintain close relationships with the end-users.

3. Reliability
Will the product consistently perform within specifications? Reliability may be closely related
to performance. For instance, a product specification may define parameters for up-time, or
acceptable failure rates. Reliability is a major contributor to brand or company image, and is
considered a fundamental dimension of quality by most end-users.
 4. Conformance
Does the product or service conform to the specification? If it’s developed based on a
performance specification, does it perform as specified? If it’s developed based on a design
specification, does it possess all of the features defined?

5. Durability
How long will the product perform or last, and under what conditions? Durability is closely
related to warranty. Requirements for product durability are often included within
procurement contracts and specifications For instance, fighter aircraft procured to operate
from aircraft carriers include design criteria intended to improve their durability in the
demanding naval environment.

6. Serviceability
Is the product relatively easy to maintain and repair? As end users become more focused
on Total Cost of Ownership than simple procurement costs, serviceability (as well as
reliability) is becoming an increasingly important dimension of quality and criteria for product
selection.

7. Aesthetics
The way a product looks is important to end-users. The aesthetic properties of a product
contribute to a company’s or brand’s identity. Faults or defects in a product that diminish its
aesthetic properties, even those that do not reduce or alter other dimensions of quality, are
often cause for rejection.

8. Perception
Perception is reality. The product or service may possess adequate or even superior
dimensions of quality, but still fall victim to negative customer or public perceptions.

As an example, a high quality product may get the reputation for being low quality based on
poor service by installation or field technicians. If the product is not installed or maintained
properly, and fails as a result, the failure is often associated with the product’s quality rather
than the quality of the service it receives.
 Contributions of Quality Guru

 Dr. Genichi Taguchi is a Japanese quality expert known for his work in the area of
product design. He estimates that as much as 80 percent of all defective items are
caused by poor product design. Taguchi stresses that companies should focus their
quality efforts on the design stage, as it is much cheaper and easier to make
changes during the product design stage than later during the production process.
Taguchi is known for applying a concept called design of experiment to product de
sign. This method is an engineering approach that is based on developing robust
design, a design that results in products that can perform over a wide range of
conditions. Taguchi’s philosophy is based on the idea that it is easier to design a
product that can perform over a wide range of environmental conditions than it is to
control the environmental conditions.

 Philip B. Crosby is another recognized guru in the area of TQM. He worked in the
area of quality for many years, first at Martin Marietta and then, in the 1970s, as the
vice president for quality at ITT. He developed the phrase “Do it right the first time”
and the notion of zero defects, arguing that no amount of defects should be
considered acceptable. He scorned the idea that a small number of defects is a
normal part of the operating process because systems and workers are imperfect.
Instead, he stressed the idea of prevention.

 Walter A. Shewhart was a statistician at Bell Labs during the 1920s and 1930s.
Shewhart studied randomness and recognized that variability existed in all
manufacturing processes .He developed quality control charts that are used to
identify whether the variability in the process is random or due
to an as signable cause, such as poor workers or miscalibrated machinery. He
stressed that eliminating variability improves quality. His work created the
foundation for today’s statistical process control ,
and he is often referred to as the “grandfather” of quality control.

 Joseph .M Juran ’s significant contributions is his focus on the definition of quality

and the cost of quality. Juran is credited with defining quality as fitness for use rather
than simply conformance to specifications. He defined quality as fitness for use
takes into account customer intentions for use of the product, instead of only
focusing on technical specifications. Juran is also credited with developing the
concept of cost of quality, which allow us to measure quality in dollar terms rather
than on the basis of subjective evaluations.