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0 : Introduction To Quality

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1.0 : What do you understand about quality

https://www.menti.com/fgoy4jearh

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1.0 : Introduction To Quality

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 What are the
differences?

1. Price
2. Quality
3. Specification
4. Comfortable

Value for money

What is Quality ?
Sales Dept Marketing Dept Design Dept

Production Dept Production Engineering Customers

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Services

Product

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Product

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Services

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If You Ask 10 People to Define Quality, You Probably Will Get
10 Definitions – Foster (2010) – pg 29

According to Summers, Donna C. S. :

The American Society for Quality defines quality as a subjective term for which
each person had his or her own definition. In technical usage, quality can have two
meanings : (a) the characteristics of a product or service that bear on its ability to
satisfy stated or implied needs; (b) a product or service free of deficiencies (bebas
dari kekurangan).
Dr. W. Edwards Deming describes quality as ‘nonfaulty systems’ – are error-free
(bebas ralat) systems that have ability to provide the consumer with a product or
service as specified.

Dr. Joseph M. Juran describes quality as fitness for use.

Philip Crosby describes quality as conformance to requirements (mengikuti

spesifikasi) (nonquality as nonconformance).

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Cont…
Summers, Donna C. S. (2010) concluded that the above
definitions stated three types of quality:
Quality of Design – means that the product has been designed to successfully fill a
consumer need, real or perceived.

Quality of Conformance – means conformance to requirements, refers to the

manufacture of the product or the provision of the service that meets the specific
requirements say by consumer.

Quality of Performance – means that the product or service performs its intended
function as identified by the consumer.

Summers, Donna C. S. (2010) stressed -- that clearly

communicating the needs, requirements, and expectations of
the consumer requires a more complete definition of quality.

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But … Summers, Donna C. S. (2010) believes that perhaps most
complete definition of quality is as defined by Armand Feigenbaum :
Quality is a customer determination which is based on the customer’s actual experience with the
product or service, measured against his or her requirements – stated or unstated, conscious or merely
sensed, technically operational or entirely subjective – and always representing a moving target in a
competitive market.

Some key words stand out from this definition are :

a. Customer Determination – only a customer can decide if and how well a product or service meets his or
her needs, requirements, and expectations.
b. Actual Experience – the customer will judge the quality of a product or service not only at the time of
purchase but throughout usage of the product or service.
c. Requirements – necessary aspects of a product or service called for or demanded by the customer may be
stated or unstated, conscious or merely sensed.
d. Technically Operational – aspects of a product or service may be clearly identified in words by the
consumer.
e. Entirely Subjective - aspects of a product or service may only be conjured in a consumer’s personal
feelings.

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1.2. Recognizing Different Perspectives on
Quality.

a. Product Quality Dimensions

b. Service Quality (SQ) Dimensions

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Cont..
a. Product Quality Dimensions

Foster (2010) – David Garvin found that most definitions of quality were either (a) transcendent, (b)
product-based, (c) user-based, (d) manufacturing-based, or (e) value-based.

Transcendent – Quality is something that is intuitively understood but nearly impossible to

communicate, such as beauty or love.

Product-based – Quality is found in the components and attributes of a product.

User-based – If the customer is satisfied, the product has good quality.

Manufacturing-based – If the product conforms to design specifications, it has good quality.

Value-based – If the product is perceived as providing good value for the prove, it has good
quality.

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GARVIN’ S PRODUCT QUALITY DIMENSIONS

Performance

Features Durability

Reliability Serviceability

Conformance Aesthetics

Perceived Quality

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From these five definitions of quality, Garvin developed a list of eight quality dimensions:

i. Performance(prestasi) – refers to the efficiency with which a product

achieves its intended purpose. This might be the return on a mutual fund
investment, the fuel efficiency of an automobile, or the acoustic range of a
pair of stereo speakers. Generally, better performance is synonymous with
better quality.

ii. Features (Ciri2) – are attributes of a product that supplement the

product’s basic performance. These include many of the ‘bells and whistles’
contained in products. For example Electronic shop / store will reveal some
features such as HDTC capability, plasma, and size.

iii. Reliability (Kebolehpercayaan) – refers to the propensity for a product

to perform consistently over its useful design life. A product considered
reliable if the chance that it will fail during its designed life is long. For
example if a computer has a 2% chance of failure in useful life of 5 years, we
say that it is 98% reliable.

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iv. Conformance (pematuhan)– when a product is designed, certain numeric dimensions for the produc
t’s performance are established, such as capacity, speed, size, durability, or the like. These numeric
product dimensions are referred to as specifications. Specifications typically are allowed to vary small
amount called a tolerance. If a particular dimension of a product is within the allowable range of tolerance
of the specification, it conforms. For example video camera.

v. Durability (ketahanan) – is the degree to which a product tolerates or

trauma without failing. For example car battery.
vi. Serviceability (Kemudahan perkhidmatan)– a product is very serviceable
if it can be repaired easily and cheaply. For example personal computer.

vii. Aesthetics – are subjective sensory characteristics (ciri deria) such as taste,
feel, sound, look, and smell. In terms of aesthetics, we measure quality as the
degree to which product attributes are matched to consumer preferences. For
example cell phone color.

viii. Perceived Quality – is based on customer opinion. Customer imbue

products and services with their understanding of their goodness. This is
perceived quality.

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 SERVICE QUALITY DIMENSIONS
Parasuraman, Zeithamel, and Berry’s Service Quality Dimensions

Tangibles Responsiveness

Service Assurance
Reliability

Empathy

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b. Service Quality (SQ) Dimensions
Foster (2010), SQ is even more difficult to define than product quality. Although
services and production share many attributes, services have more diverse quality
attributes than products.

Parasuraman, Zeithaml, and Berry (1985), published a

widely recognized set of service quality dimensions.

Reliability : Delivering on Promises:

•is defined as the ability to perform the promised service dependably and
accurately.
•means that the company delivers on its promises – promises about delivery,
service provision, problem solution and pricing.

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Responsiveness (Tanggungjawab ):
•is the willingness to help customers and to provide prompt services.
•emphasizes attentiveness and promptness in dealing with customer requests, questions,
complaints, and problems.
•is communicated to customers by the length of time they have to wait for assistance,
answers to questions or attention to problems.
•also captures the notion of flexibility and ability to customize the service to customer
needs .
•to excel the dimension of responsiveness, a company must be certain to view the
process of delivery and handling request.

Assurance (Jaminan) : Inspiring Trust and Confidence:

•is defined as employees’ knowledge and courtesy and ability of the
firm and its employees to inspire trust and confidence.

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Empathy : Treating Customers as Individual –
•is defined as the caring, individualized attention the firm
provides its customers.
•essence of empathy is conveying, through personalized or
customized service, that customers are unique and special.
Customers want to feel understood by and important to firms
that provide service to them.

Tangibles : Representing the Service Physically –

•are defined as the appearance of physical facilities, equipment,
personnel, and communication materials.
•All these provide physical representations or images of the
service that customers, particularly new customers, will use to
evaluate quality.

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 WHY DOES IT MATTER THAT DIFFERENCE
DEFINITIONS OF QUALITY EXIST?

Understanding that definitions and dimensions of

quality exist allows measures to be taken to provide a
better basis for communication and planning in a
firm.

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 ACTIVITY

Give an example of a product or service

based on the Quality Dimensions

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