|
|
|
| Quality
|
|
| Introduction |
|
Quality has been a dominant theme in management thinking over the past 50 years (Beckford, 1998). Although initially much of the thinking about quality came from American theorists, it was the Japanese who seemed to be interested in the notion and applied it to good advantage within their industries. As the notion of quality has evolved, it has presented a variety of problems. For example, there has always been a problem in trying to understand what is meant by quality.
Quality characterised by the following aspects:
is multidimensional,
has underlying quality dimensions, some of which change over time;
is intangible, although it is often assessed through tangible clues;
is the result of both service processes and service outcomes;
depends on the difference (gap) between customer expectations and perceptions
|
| Dimesions |
Service Quality
| Reliability | Perform promised service dependably and accurately. Example: receive mail at same time each day.
|
| Responsiveness | Willingness to help customers promptly. Example: avoid keeping customers waiting for no apparent reason.
|
| Assurance | Ability to convey trust and confidence. Example: being polite and showing respect for customer.
|
| Empathy | Ability to be approachable. Example: being a good listener.
|
| Tangibles | Physical facilities and facilitating goods. Example: cleanliness. |
Product Quality
| Performance | primary operating characteristics, e.g. picture clarity
|
| Features | supplement characteristics, e.g. free drinks on a plane
|
| Reliability
| probability of a product’s failing within a specified period of time
|
| Conformance
| internal and external design and operating characters match standars, e.g. repairs under warranty
|
| Durability
| a measure of product life, e.g. a light bulb
|
| Serviceability
| speed, courtecy and compentence of repair, e.g. 48-hours delivery of repair parts
|
| Perceived Quality
| consumer’s subjective measure, e.g. ranking brands
|
| Aesthetics
| look, feeling, sound, taste, etc.
|
|
|
