Garvins Product Quality Five approaches to define quality Dimensions of Quality

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2. INTRODUCTION ON GRVIN’S
PRODUCT QUALITY
About the Author :
• A professor of business administration at Harvard Business
School.
• Researcher in general management and strategic change.
• An author of 10 books, articles and case studies.
• He was an economist for the Federal Trade Commission and
the Sloan Commission on Government and Higher Education.
He has served on the board of overseers of the Malcolm
Baldrige National Quality Award, the Manufacturing Studies
Board of the National Research Council, and the board of
directors of Emerson Hospital.

3. GARVIN’S “PRODUCT QUALITY”

Important competitive issue.

Academic literature on quality has not reviewed
extensively.

Philosophy, economics, marketing, and operation
management have considered the subject on their
own vantage points.

There are few key important facts to be consider in
his study, they are:
1. Five approaches to define quality
2. Eight dimensions of quality.
3. The strategic importance of quality.
4. Correlates of quality.

4. FIVE APPROACHES TO DEFINE
QUALITY
1.Transcendent Approach
 This means quality is achieved through experience
2.Product based Approach
 This is reflected by differences in product and its
ingredients or attributes.
3.User based Approach
 Based on personal views and idiosyncrasies. Durability is
the key factor.
4.Manufacturing based Approach
 This approach is focused on cost reduction, And concerned
with manufacturing and engineering.
5.Value based Approach
 This approach is based on cost and prices. Better
performance at lower cost is recognized as a quality
product.

5. DIMENSIONS OF QUALIT Y
The Basic Elements of a product quality
1.
2.
3.
4.
5.
6.
7.
8.
Performance
Features
Reliability
Conformance
Durability
Serviceability
Aesthetics
Perceived Quality

6. PERFORMANCE
•Refers to the primary operating characteristics
EX : Car -Acceleration , Braking, Handling
•The degree of the performance varies according
to the performance class
Toyota Prius
bugatti veyron
0-60 mph – 2.7sec
Acceleration
0-60 mph – 9sec

7. FEATURES
•Additional characteristics that enhance the
appeal.
•Secondary aspects of performance.
•Ex – Cruise control, Leather seats, Smart
parking

8. RELIABILITY
•The likelihood that the product will not fail
within a specific time period
•The common measure of reliability is the
failure rate per unit time

9. CONFORMANCE
•To what extent the product design and the
operating characteristics meet the preestablished standards.
• What is “tolerance stack-up” ?
•service businesses, measures of
conformance normally focus on accuracy
and frequent mistakes.

10. DURABILITY
The length of a product’s life.
But
Product can be repaired, estimating durability is
more complicated.
Durability can be defined as:
The amount of use one gets from a product before it
breaks down
Reliability and Durability are closely linked.

11. SERVICEABILITY
Serviceability means the consumer's ease of
obtaining repair service
This includes:
• Responsiveness of service
personnel
•Willingness of repair personnel
•Reliability of service
•Speed

12. AESTHETICS
•Aesthetics refers to how the product looks, feels,
sounds, tastes or smells.
•This is a matter of personal judgement

13. PERCEIVED QUALITY
•Reputation is the primary stuff of
perceived quality
•The perceived quality may be base on
images, advertising and brand names.
•Perception is not always reality.
•Defers from person to person.

14. CORRELATES OF QUALITY
Quality and Price
 The relationship between Quality and price runs in both
ways.
 It varies due to customer perceptions , information
available , brand name etc.
Quality and Advertising
 Two main types of goods : Search goods and Experienced
goods
 Experienced High quality products needs more advertising
than low quality products.
 Shows a positive relationship in many aspects.

15. CORRELATES OF QUALITY
Quality and Market Share
 This depends on how quality is defined
 When quality is defined by premium prices - Negative
relationship.
 When quality is defined by fitness for purpose -Positive
relationship.

16. QUALIT Y AND PROFITABILIT Y
• To improve quality, the performance, features and other
dimensions should be improved in order to gain large market
shares and higher profits.
• To minimize defects and failures which tends to lower reworks
and inspection costs, results in quality improvements and
increased profits.
• High improved quality brings in a high return on investment
(ROI) on any market share and tends to lower costs and
increase profits.
• High quality brings high reputation for the product, which a
premium price can be charged and this increases profits.
• High quality achieves economies of scale due to cost savings,
which results to increase in profits.

17. QUALITY AND COST
In the theoretical perspective, it is assumed that quality
and cost are positively related.
Another point which says that quality and cost is inversely
related, that when quality is improved, it reduces costs
such as reworks, scrap and warrants.
Quality costs are the cost of manufacturing and it should
only incurred one time if the product is made to its highest
quality at the first time and does not result in reworks.
Investing in new machinery and technology will reduce
costs and improve quality and experience economies of
scale.

18. Summary

19. Thank You !