Quality Framework
Garvin proposes eight critical dimensions or categories of
quality that can serve as a framework for strategic analysis:
Performance, features, reliability, conformance, durability,
serviceability, aesthetics, and perceived quality.
1. Performance
Performance refers to a product's primary operating characteristics.
For an automobile, performance would include traits like acceleration,
handling, cruising speed, and comfort. Because this dimension
of quality involves measurable attributes, brands can usually
be ranked objectively on individual aspects of performance. Overall
performance rankings, however, are more difficult to develop,
especially when they involve benefits that not every customer
needs.
2. Features
Features are usually the secondary aspects of performance,
the "bells and whistles" of products and services,
those characteristics that supplement their basic functioning.
The line separating primary performance characteristics from
secondary features is often difficult to draw. What is crucial
is that features involve objective and measurable attributes;
objective individual needs, not prejudices, affect their translation
into quality differences.
3. Reliability
This dimension reflects the probability of a product malfunctioning
or failing within a specified time period. Among the most common
measures of reliability are the mean time to first failure, the
mean time between failures, and the failure rate per unit time.
Because these measures require a product to be in use for a specified
period, they are more relevant to durable goods than to products
or services that are consumed instantly.
4. Conformance
Conformance is the degree to which a product's design and
operating characteristics meet established standards. The two
most common measures of failure in conformance are defect rates
in the factory and, once a product is in the hands of the customer,
the incidence of service calls. These measures neglect other
deviations from standard, like misspelled labels or shoddy construction,
that do not lead to service or repair.
5. Durability
A measure of product life, durability has both economic and
technical dimensions. Technically, durability can be defined
as the amount of use one gets from a product before it deteriorates.
Alternatively, it may be defined as the amount of use one gets
from a product before it breaks down and replacement is preferable
to continued repair.
6. Serviceability
Serviceability is the speed, courtesy, competence, and ease
of repair. Consumers are concerned not only about a product breaking
down but also about the time before service is restored, the
timeliness with which service appointments are kept, the nature
of dealings with service personnel, and the frequency with which
service calls or repairs fail to correct outstanding problems.
In those cases where problems are not immediately resolved and
complaints are filed, a company's complaints handling procedures
are also likely to affect customers' ultimate evaluation of product
and service quality.
7. Aesthetics
Aesthetics is a subjective dimension of quality. How a product
looks, feels, sounds, tastes, or smells is a matter of personal
judgement and a reflection of individual preference. On this
dimension of quality it may be difficult to please everyone.
8. Perceived Quality
Consumers do not always have complete information about a
product's or service's attributes; indirect measures may be their
only basis for comparing brands. A product's durability for example
can seldom be observed directly; it must usually be inferred
from various tangible and intangible aspects of the product.
In such circumstances, images, advertising, and brand names -
inferences about quality rather than the reality itself - can
be critical.
Reference
- Garvin, David .A., "Competing on the Eight Dimensions
of Quality", Harvard Business Review, November-December
1987
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