Dimensions of Quality
There
are eight such dimensions of quality. These are:
1. Performance:
It
involves the various operating characteristics of the product. For a television
set, for example, these characteristics will be the quality of the picture,
sound and longevity of the picture tube.
Performance:
Performance refers to a product's primary operating characteristics. This
dimension of quality involves measurable attributes; brands can usually be
ranked objectively on individual aspects of performance.
2. Features:
These
are characteristics that are supplemental to the basic operating
characteristics. In an automobile, for example, a stereo CD player would be an
additional feature.
Features:
Features are additional characteristics that enhance the appeal of the product
or service to the user.
3. Reliability:
Reliability
of a product is the degree of dependability and trustworthiness of the benefit
of the product for a long period of time.
It
addresses the probability that the product will work without interruption or
breaking down.
Reliability:
Reliability is the likelihood that a product will not fail within a specific
time period. This is a key element for users who need the product to work
without fail.
4. Conformance:
It
is the degree to which the product conforms to pre- established specifications.
All quality products are expected to precisely meet the set standards.
Conformance:
Conformance is the precision (accuracy) with which the product or service meets
the specified standards.
5. Durability:
It
measures the length of time that a product performs before a replacement
becomes necessary. The durability of home appliances such as a washing machine
can range from 10 to 15 years.
Durability:
Durability measures the length of a product’s life. When the product can be
repaired, estimating durability is more complicated. The item will be used
until it is no longer economical to operate it. This happens when the repair
rate and the associated costs increase significantly.
6. Serviceability:
Serviceability
refers to the promptness, courtesy, proficiency and ease in repair when the
product breaks down and is sent for repairs.
Serviceability:
Serviceability is the speed with which the product can be put into service when
it breaks down, as well as the competence and the behaviour of the service
person.
7. Aesthetics:
Aesthetic
aspect of a product is comparatively subjective in nature and refers to its
impact on the human senses such as how it looks, feels, sounds, tastes and so
on, depending upon the type of product. Automobile companies make sure that in
addition to functional quality, the automobiles are also artistically
attractive.
Aesthetics:
Aesthetics is the subjective dimension indicating the kind of response a user
has to a product. It represents the individual’s personal preference.
8. Perceived quality:
An
equally important dimension of quality is the perception of the quality of the
product in the mind of the consumer. Honda cars, Sony TV and Rolex watches are
perceived to be high quality items by the consumers.
Perceived
Quality: Perceived Quality is the quality attributed to a good or service based
on indirect measures.
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