What is the Definition of Quality? – Quality Management – LearnInHub
We talk about quality of life, quality of job, quality of our work or somebody else’s work. We use this term quality many times in our day-to-day life. But, what is quality? What is the definition of quality? Let us look into that in this article.
While talking about quality, everyone has ways to define it.
If a friend is buying a cell phone and wondering it will be a good buy or not? His definition of ‘good buy’ depends on what he wants from his phone? Say, he wants ample memory space so that he can use various apps.
Now assume, your preference is that it should have a high-quality camera. Your friend’s selection may not have a high-quality camera. As a result, you will not be happy with the phone specs, but your friend will be.
That is why, we say that the definition of quality differs from person to person.
But there are various ways to define and describe quality.
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Common definitions of Quality
International Organization for Standardization, abbreviated as ISO, is an international body for formulating standards. It has given ISO 9000 series for Quality Management. ISO has defined quality as:
“Degree to which a set of inherent characteristics fulfils requirements”
In simpler terms, the extent to which a product meets its specifications as (agreed upon) defines the quality of that product.
Below are some other relevant definitions of quality, however as I said above, it differs from person to person.
Definition 1. Quality is fitness for use
Juran’s Definition of Quality
This one is my favourite definition as it covers everything. This implies that quality is a subjective term. It can be defined in terms of the goals of the organization or an individual. A product or service is of good quality if it is fit for end-use. For example, a high-end luxury car will not run in the rough terrains efficiently. For those areas, a 4X4 will be a better choice.
This definition, given by Dr. J. M. Juran, covers it all. However, in order to provide quality products and services, we must drill down further to define this term. A better definition will be- ‘enhanced customer satisfaction and loyalty’- because it is ultimately our customer who matters the most.
We can drill down in terms of individual characteristics/ features to understand the quality of a service/ product. We can do it in various ways, but the ‘8 attributes of Quality’ proposed by Garvin are a good start.
The 8 attributes are as follows:
- Performance
- Features
- Reliability
- Conformance
- Durability
- Serviceability
- Aesthetics
- Perceived quality
Similarly, other attributes can be timeliness, accuracy, understanding implicit customer needs, anticipating customer needs, security, customization, scalability and so on.
Definition 2. Quality is conformance to requirements
Crosby’s Definition of Quality
Philip. B. Crosby is one of the famous contributors in the field of Quality. His contribution in the form of ‘zero-defects’, ‘getting it right the first time’, and ‘conformance to requirements’ are now the commonly used management term. He believed that an organization should starts investing in quality management early, it will start to see savings more than the cost of quality management system.
Crosby in 1979 proposed that quality means “conformance to requirements.” However, this definition presumes that requirements and specifications are in place. Conformance means the ability to meet the desired level of requirements and specifications indicated by the customer.
Definition 3. Good quality means a predictable degree of uniformity and dependability with a quality standard suited to the customer
Another Quality Guru, Dr W. Edwards Deming stressed on the importance of the customers who will use the product. Therefore, he said that “good quality means a predictable degree of uniformity and dependability with a quality suited to customer.“
While providing a product or service, organization should keep the variation in the product lower. As a result, the customer may get a better quality.
For example, if the target length of a screw produced is 2 cm. with accepted tolerance of 1.9 to 2.2 cm, the production unit should strive to produce most of the screws with length of 2 cm.
Deming proposed 14 key principles for management which help organizations to bring in a total quality culture and ensure success.
Definition 4. Quality is a degree of excellence
Merriam-Webster defines quality as “degree of excellence”. This definition explains that quality is that distinguishable attribute which makes a product/ service, superior to others. There are standards like ISO 9001 which suggest requirements to make improvements and provide better products and services.
But, at the same time, it would be detrimental to assume that meeting standard requirements will make a product best quality. For that, the organization must do a lot more, in its own uniqueness and do that consistently. Quality is a never-ending journey.
Broh in 1982 said that ‘Quality is the degree of excellence at an acceptable price and the control of variability at an acceptable cost.’
For example, we go to a nearby pizza outlet because it offers a delicious pizza. It has a very affordable price tag and every time it tastes the same- hot and delicious. For us, it is better than the others because it is consistent in its taste and temperature! So, acceptable price and controlled variability.
Definition 5. Quality is customer satisfaction and loyalty by delighting customers
As discussed in the above points, meeting the goal- to be fit for use, or conforming to the requirements and specifications are important. It may happen that the organization is conforming to requirements, yet they are not able to retain customers. That is why, it is also vital that organization works in the direction to delight the customers. If customer has that ‘Aha’ moment with your product or service, they are satisfied with the quality.
There is a good way to find what customer wants and with what he will be delighted, that is Kano model. It talks about finding out the delighters and segregates the requirements in 4 quadrants. We shall see that sometime soon in our upcoming blogs.
Below presentation consists of some more definitions which might interest you. Have a look!
To conclude,
1. Quality is fitness for use- Juran
2. Quality is conformance to requirements- Crosby
3. Good quality means a predictable degree of uniformity and dependability with a quality standard suited to the customer- Deming
4. Quality is a degree of excellence– Merriam-Webster
5. “Degree to which a set of inherent characteristics fulfils requirements”- ISO 9001
What do you think? Which definition suits you or your customer the best. Is quality “conformance to requirements?” Or is it “fitness for use?” Or perhaps something else? Please share your thoughts in the comments below.
Have a look at this course to understand more about quality & quality management.
Or start with a FREE micro-lesson here- Introduction to Quality
Books to refer (for more on Quality):
Quality is free: the art of making quality certain. P. Crosby
Out of the Crisis. W. E. Deming
Juran’s Quality Handbook. J.M. Juran and A. Blanton Godfrey
I’d love to hear your thoughts & suggestions in the comments below.
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