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Chapter 1

Introduction to Quality

Objectives
Discuss the development of quality as a discipline Discuss the complexity of defining quality Compare and contrast the leading approaches to defining quality Discuss the difference between defining quality for goods and for services Discuss the major contributors to the quality profession Define key quality management terms

Why Study Quality?


Need knowledge of quality principles. Quality is a central component of some strategic plans and management systems. Competitive advantage. Building block for restructuring and revitalization.

History of Quality
18th-20th century
Moved from craft concept to concepts of specialization of labor, scientific management, and mass production.

1700s
Interchangeable parts made adherence to specifications vital.

Formalization of quality as a discipline.

Definitions of Quality
The Oxford English Dictionary: Peculiar excellence or superiority.

ANSI/ASQ: The totality of features and characteristics of a product or service that bears on its ability to satisfy given needs.

Modern Definition
Quality is meeting or exceeding customer expectations
Who is the customer? External customers

Recipients of an output but are not part of the organization supplying it.
Internal customers Recipients of another persons or departments output within an organization

Garvins 8 Dimensions of [Product] Quality


Performance Features Reliability Conformance Durability Serviceability Aesthetics Perceived Quality
Garvin, D. Competing on the Eight Dimensions of Quality. Harvard Business Review 65:6 (1987): 101-109.

Dimensions of Quality for Services continued


Parasuraman, et al provide a list of 5 service dimensions that are empirically derived and are called the SERVQUAL Dimensions.
Parasuraman, A. et al.. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing 61 (1): 12-40, Spring 1988.

Tangibles Reliability Responsiveness Assurance Empathy


While empirically derived, these dimensions were developed and tested in just 4 types of service industries and may not be universally applicable.

Dimensions of Quality for Services continued


Empirical analysis of the JCAHO hospital industry quality dimensions indicates that there are really 8 dominant dimensions referred to as the KQCAH Scale.
Sower, V., et al The Dimensions of Service Quality for Hospitals: Development and Use of the KQCAH Scale. SHSU CBED Working Paper No. 98-01Mg, October 1998.

Respect & Caring Information First Impression Staff Diversity Effectiveness & Continuity Meals Appropriateness Efficiency

Different Approaches to Defining Quality


Order Qualifiers: The minimum characteristics that a product or service must have.

Order Winners: Those enhancements that exceed minimum characteristics.

Garvin's Five Approaches to Defining Quality


Transcendent Definition (Relative Quality) Quality is universally recognizable; it is related to a comparison of features and characteristics of products. Product-Based Definition Quality is a precise and measurable variable. Differences in quality reflect differences in quantity of some product attribute. User-Based Definition Quality is fitness for intended use.

Garvins Five Approaches Definitions Continued


Manufacturing-Based Definition Quality is conformance to specifications.

Value-Based Definition Quality is defined in terms of costs and prices. A quality product is one that provides performance at an acceptable price or conformance at an acceptable cost.

Major Contributors to Our Understanding of Quality


Walter Shewhart Founder of modern quality movement Innovator in the application of statistics to quality Recognized that processes are subject to two sources of variation: Chance causes that are inherent to the system Assignable causes that are signs of trouble in the system Advocate of systems approach to quality control Developed the cycle for continual improvement
Plan-Do-Check-Act

Major Contributors to Our Understanding of Quality


W. Edward Deming Helped to lead the Japanese manufacturing sector out of the ruins of WWII Japans highest quality award is the Deming Prize Known for his 14 points* Known for the Deming Reaction Chain Known for the Theory of Profound Knowledge Modified the Shewhart Cycle Now referred to as the Deming Cycle- Plan, Do, Study, Act Advocated improving the system rather than criticizing the workers

Demings 14 Points
1. Create constancy of purpose for improvement of product & service. 2. Adopt the new philosophy. 3. Cease dependency on mass inspection. 4. End the practice of awarding business on price tag alone. 5. Improve constantly and forever the system of production & service. 6. Institute training. 7. Institute leadership. 8. Drive out fear. 9. Break down barriers between staff areas. 10. Eliminate slogans, exhortations, and targets for the workforce. 11. Eliminate numerical quotas. 12. Remove barriers to pride of workmanship. 13. Institute a vigorous program of education & retraining. 14. Take action to accomplish the transformation.

Major Contributors to Our Understanding of Quality


Joseph Juran
Assisted the Japanese in the recovery effort after WWII Quality Trilogy:
Quality Planning Quality Control Quality Improvement

Quality Planning
Identify internal and external customers. Determine customer needs. Develop product and service features that respond to customer needs. Establish quality goals that meet the needs of customers and suppliers at a minimum combined cost. Develop a process that can produce the needed product/service features. Prove process capabilitythat the process can meet the quality goals under operating conditions.

Quality Control
Choose what to control. Choose units of measurement. Establish measurement. Establish standards for performance. Measure actual performance. Interpret the difference between actual and standard. Take action on the difference.

Quality Improvement
Prove the need for improvement. Identify specific projects for improvement. Organize for discovery of causes. Diagnose to find the causes. Provide remedies. Prove that the remedies are effective under operating conditions. Provide for control to hold the gains.

Major Contributors to Our Understanding of Quality


Armand Feigenbaum
Credited with the idea of total quality control First to classify quality costs
Prevention Appraisal Internal External

Major Contributors to Our Understanding of Quality


Philip Crosby
Established the Absolutes of Quality Management
Includes: the only performance standard is Zero Defects.:

Established the Basic Elements of Improvement Goal setting is central to his philosophy

Major Contributors to Our Understanding of Quality


Kaoru Ishikawa
Credited with the idea of Company-Wide Quality Control Pioneered the use of Quality Circles Championed the use of quality tools Developed the Cause and Effect Diagram (AKA: Ishikawa Diagram or Fishbone Diagram)

Major Contributors to Our Understanding of Quality


Genichi Taguchi
Developed approaches to assess noise (outside influences). Developed the Taguchi Loss Function Developed the Taguchi Methods

Summary
There is no single or simple definition of quality that will work for all products and services The best modern definition of quality may be meeting or exceeding customer expectations. Among the most prominent of the quality gurus are:
Shewhart Deming Juran Crosby Feigenbaum Ishikawa Taguchi

Quality Definitions
Strategic Quality Management (SQM) Total Quality Management (TQM)

Quality Management includes:


Quality Assurance (QA) Quality Control (QC)

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