The 8 dimensions of quality are used at a strategic level to analyze the product or service quality characteristics. They were first described by Harvard Business School Professor David A. Garvin in 1987.
Instead of defensive measures to pre-empt quality control, Garvin proposed that American companies take a more aggressive stance where quality itself would be the basis of product differentiation and a competitive strategy to secure market share.
The 8 dimensions of quality are performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. Some dimensions are mutually reinforcing, while others are not.
8 Dimensions of Quality
Key Elements
Analysis
Implications
Applications
Examples
Performance
Refers to a product’s primary operating characteristics.
Analyzing performance involves evaluating how well a product or service fulfills its intended function and meets established standards or benchmarks.
High-performance products are likely to satisfy customers, while low-performance ones may lead to dissatisfaction. Meeting or exceeding performance expectations is crucial for customer loyalty.
Assessing and improving the performance of products, services, and processes to ensure they meet or exceed customer expectations.
– Evaluating the processing speed of a computer. – Measuring the fuel efficiency of a car. – Assessing the processing capabilities of a smartphone.
Features
Relates to additional attributes beyond basic functions.
Analysis includes identifying the features that enhance the product’s appeal and comparing them to competitors’ offerings. Features may be assessed based on customer preferences and market demand.
The presence of desirable features can differentiate a product or service, attract customers, and command premium pricing. Understanding customer needs and preferences is essential for feature development.
Developing new product features or enhancing existing ones based on market research and customer feedback.
– Adding a touch screen to a smartphone. – Introducing advanced safety features in an automobile. – Incorporating new functionalities into software applications.
Reliability
Focuses on the consistency of performance over time.
Reliability analysis involves assessing the likelihood of a product or service malfunctioning or failing within a specified period. It often includes measuring mean time between failures (MTBF) or mean time to repair (MTTR).
Reliable products and services build trust with customers, reduce the risk of breakdowns or downtime, and minimize the need for repairs or replacements. Ensuring reliability is crucial for customer satisfaction and loyalty.
Implementing quality control measures and preventive maintenance to enhance product or service reliability. Developing warranties or service agreements to address potential issues promptly.
– Testing the durability of electronic components. – Conducting stress tests on manufacturing equipment. – Implementing software testing and debugging procedures.
Conformance
Addresses whether a product meets established standards.
Conformance analysis involves comparing product specifications and performance to predetermined criteria or industry standards. It assesses whether a product adheres to its intended design and quality parameters.
Products that consistently conform to established standards are more likely to meet customer expectations and legal requirements. Non-conformance can lead to quality issues, compliance challenges, and potential legal liabilities.
Conducting quality audits and inspections to ensure products align with specifications and standards. Training employees to follow standardized procedures and quality control practices.
– Checking the dimensions of manufactured parts against engineering drawings. – Verifying that software code adheres to coding standards. – Inspecting food products to ensure compliance with safety regulations.
Durability
Refers to the lifespan and longevity of a product.
Durability analysis evaluates a product’s ability to withstand wear and tear, environmental factors, or usage conditions without significant deterioration. It may involve testing materials, components, or the entire product.
Durable products can reduce the frequency of replacements and repairs, saving customers time and money. Durability is particularly important for products with long lifecycles or those subjected to harsh conditions.
Research and development efforts to enhance the durability of materials and components. Conducting accelerated aging tests to simulate long-term usage and assess product reliability.
– Testing the resilience of smartphone screens to impact. – Evaluating the wear resistance of clothing fabrics. – Assessing the corrosion resistance of metal components.
Serviceability
Pertains to ease of maintenance and repair.
Serviceability analysis examines how easily a product can be serviced, repaired, or maintained when issues arise. It considers factors like accessibility, availability of replacement parts, and the simplicity of repair procedures.
Products that are serviceable with minimal downtime or cost can lead to higher customer satisfaction and lower ownership costs. Serviceability can also impact the product’s total cost of ownership (TCO).
Designing products with modular components and user-friendly features for easy maintenance. Providing comprehensive service manuals and offering customer support for troubleshooting and repairs.
– Designing appliances with easily replaceable parts. – Creating vehicles with accessible engine compartments for maintenance. – Offering repair kits and online tutorials for consumer electronics.
Aesthetics
Involves the visual and sensory appeal of a product.
Aesthetics analysis considers the design, appearance, color, texture, and overall sensory experience of a product. It evaluates how well the product’s aesthetics align with target customer preferences and market trends.
Aesthetically pleasing products can attract customers, evoke positive emotions, and enhance brand image. Poor aesthetics may deter potential buyers and impact market competitiveness. Aesthetic preferences may vary by culture and demographic.
Integrating aesthetics into product design, including visual and sensory elements. Conducting market research and consumer surveys to understand aesthetic preferences. Collaborating with designers and artists to create visually appealing products.
– Designing smartphones with sleek and modern aesthetics. – Developing packaging with attractive graphics and branding. – Creating interior designs that enhance the ambiance of a restaurant.
Perceived Quality
Focuses on customer perceptions and expectations.
Perceived quality analysis involves understanding how customers perceive and evaluate a product’s overall quality based on their experiences, expectations, and comparisons with competitors. It often includes customer feedback and reviews.
Customer perceptions significantly influence purchasing decisions and brand loyalty. Managing and improving perceived quality requires addressing customer feedback and consistently delivering on promised quality attributes.
Collecting and analyzing customer feedback, reviews, and ratings to gauge perceived quality. Aligning marketing and branding efforts with the desired perception of quality. Continuously monitoring and addressing quality issues to meet or exceed customer expectations.
– Conducting customer surveys to assess satisfaction and perceptions. – Responding to and resolving customer complaints and issues promptly. – Incorporating customer feedback into product development and improvement processes.
Cost
Relates to the price and affordability of a product.
Cost analysis considers the price of the product or service compared to the perceived value it offers to customers. It also evaluates factors impacting production costs, supply chain efficiency, and pricing strategies.
Cost considerations play a significant role in customer purchasing decisions. Balancing quality and cost is essential to determine the product’s value proposition and competitiveness in the market. Pricing strategies should align with target customer segments.
Conducting cost-benefit analyses to determine the optimal price-quality ratio for products or services. Identifying cost-saving opportunities in production, distribution, and supply chain management. Developing pricing strategies that cater to different market segments while maintaining profitability.
– Offering budget-friendly smartphone models with essential features. – Implementing cost-effective manufacturing processes to reduce production expenses. – Developing pricing tiers for software applications, catering to both premium and budget-conscious customers.
The 8 dimensions of quality are used at a strategic level to analyze the product or service quality characteristics.
The 8 dimensions of quality were created by Harvard Business School Professor David A. Garvin.
In a November 1987 article published in the Harvard Business Review, Garvin noted that almost 50% of American consumers believed the quality of American products had dropped in the previous five years.
Garvin believed this was because too many industries were focused on defensive measures that identified and eliminated errors or defects ahead of time.
What’s more, most American companies had not taken quality control seriously until competition from Japanese firms using Total Quality Management (TQM) principles started to intensify.
Instead of defensive measures that were too narrow in scope, Garvin proposed that U.S. companies take a more aggressive stance where quality itself would become a competitive linchpin used to gain and secure market share.
To achieve this today, business managers need to see quality as a business strategy and then break it down into smaller niches to determine markets where the company could realistically enter and compete.
Managers also need a detailed understanding of how their customers perceive product quality before determining which dimensions to target.
Garvin’s 8 dimensions of quality
Garvin’s 8 dimensions of quality are factors that help a product differentiate itself from competitor offerings and increase its value.
Some of these dimensions are mutually reinforcing, while some products could score well for one dimension and poorly for another.
1 – Performance
Performance refers to the primary operating traits of a product that are specified by the manufacturer.
In a new vehicle, for example, performance may encompass top speed, cabin noise, and fuel economy.
Performance is a way to rank brands objectively using specific attributes. A car with no cabin noise will outperform one where the noise is louder. However, in some cases, performance is harder to define.
A 200W LED is more powerful than a 100W LED, but few consumers would equate the increase in brightness with extra quality.
2 – Features
Features are the so-called “bells and whistles” of a product and are considered a secondary aspect of performance.
Examples listed by Garvin in 1987 include free alcohol on an aircraft and the automatic tuner in a color television.
Like performance characteristics, features involve objective and measurable attributes.
3 – Reliability
This describes the ability of a product or service to perform as expected without instances of failure or malfunction.
Reliability tends to be measured by:
The mean time to the first failure.
The mean time between the first and subsequent failures, and
The failure rate per unit of time.
Reliability tends to become more important to consumers as downtime and maintenance become more expensive.
4 – Conformance
Conformance describes the degree to which a product’s operating and design characteristics meet established quality standards.
These standards may relate to the purity of raw materials or whether a specific product’s features are as described.
In terms of quality, conformance means that products and services operate within a target specification range with a small deviation in quality to either side permitted.
5 – Durability
Durability measures the length of a product’s life and should not be confused with reliability.
Durability is simple to measure in a product such as a light bulb because when the filament breaks, there is no prospect of it being repaired.
In products that can be repaired, however, durability is more difficult to measure.
Garvin posited that durability could 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 describes the ease with which a product can be fixed. Is the process convenient?
Is the individual or company performing the repair competent and courteous? Do multiple calls or interactions need to occur before the problem is fixed?
Consumers will also judge serviceability on the time it takes for a product or service to be restored to its previous functionality.
7 – Aesthetics
The aesthetics of a product are one of the most subjective aspects of quality.
Many of us can remember a new vehicle we considered ugly which another person has just paid $50k for.
In addition to the look of a product, aesthetics also deals with other subjective factors such as how it feels, smells, tastes, or sounds.
In this dimension of quality, Garvin noted that it was impossible to please all consumers.
8 – Perceived quality
Like its aesthetics, the perceived quality of a product is another subjective measure.
This measure tends to arise when consumers do not possess all the necessary information about other measures of product or service quality.
Durability, for example, can seldom be observed directly and must instead be deduced from other sources such as product reviews, warranty information, and the broader perceptions or inferences around the brand itself.
Drawbacks of the 8 Dimensions of Quality
Complexity in Measurement
Measuring some dimensions like perceived quality or aesthetics can be subjective and complex, making standardization and objective assessment challenging.
Potential Conflicts Between Dimensions
There can be conflicts between dimensions; for example, enhancing features may reduce reliability or durability, necessitating trade-offs.
Resource Intensiveness
Ensuring high quality across all dimensions can be resource-intensive in terms of time, money, and effort.
Focus on Product Over Process
The model is primarily product-focused and may overlook the importance of process quality.
Rapid Technological Changes
In fast-evolving industries, the constant change can make some dimensions, like features or performance, quickly outdated.
When to Use the 8 Dimensions of Quality
In Product Development
The model is highly useful in product development, guiding teams to consider multiple aspects of quality in the design phase.
For Quality Assessment and Control
The 8 dimensions provide a comprehensive framework for quality assessment and control, ensuring a holistic approach to quality management.
In Customer Satisfaction Analysis
Understanding these dimensions helps in analyzing customer satisfaction and identifying areas for improvement.
For Competitive Analysis
Businesses can use the framework to analyze competitors’ products, identifying areas where they can differentiate themselves.
How to Implement the 8 Dimensions of Quality
Identify Relevant Dimensions
Determine which of the 8 dimensions are most relevant to your product or service and target market.
Establish Standards and Metrics
Develop clear standards and metrics for each relevant dimension of quality.
Integrate into Product Design
Ensure these dimensions are integrated into the product design and development process.
Train Employees
Train employees on the importance of these dimensions and how to achieve them in their roles.
Continuous Monitoring and Improvement
Regularly monitor performance in each dimension and continuously seek ways to improve.
What to Expect from Implementing the 8 Dimensions of Quality
Improved Product Quality
A holistic focus on multiple dimensions of quality can lead to overall improved product quality.
Enhanced Customer Satisfaction
By addressing various aspects of quality, customer satisfaction can be significantly enhanced.
Competitive Advantage
Organizations that effectively implement these dimensions can gain a competitive advantage in the market.
Increased Costs in the Short Term
Initially, there might be increased costs associated with improving quality across multiple dimensions.
Long-Term Gains
In the long run, focusing on comprehensive quality dimensions can lead to greater customer loyalty, brand reputation, and business success.
Key Highlights
Background and Motivation: Developed by Harvard Business School Professor David A. Garvin in 1987, the 8 dimensions of quality were introduced as a response to American companies’ need to embrace quality as a competitive strategy due to increasing competition from Japanese firms using Total Quality Management (TQM) principles.
Shift in Approach: Garvin suggested moving away from a narrow focus on error prevention and defect elimination towards a proactive strategy where quality becomes a central element in product differentiation and market share acquisition.
Strategic Application: The 8 dimensions of quality are used at a strategic level to analyze the characteristics of product or service quality. They provide a framework for evaluating and enhancing different aspects of quality that can lead to market differentiation.
The 8 Dimensions: The dimensions are:
Performance: The primary operating traits of a product specified by the manufacturer, allowing objective ranking of products.
Features: Secondary attributes or “bells and whistles” that enhance product value and differentiation.
Reliability: The ability of a product to perform as expected without failures or malfunctions.
Conformance: Degree to which a product’s characteristics meet established quality standards.
Durability: The product’s lifespan and its ability to endure use without breakdown.
Serviceability: The ease with which a product can be repaired and restored.
Aesthetics: Subjective aspects of how a product looks, feels, smells, tastes, or sounds.
Perceived Quality: Consumers’ subjective assessment of quality based on incomplete information.
Strategic Differentiation: These dimensions help products stand out from competitors and add value, allowing companies to differentiate themselves in the market. By excelling in certain dimensions, a product can attract customers and secure market share.
Mutual Reinforcement: Some dimensions, like performance and reliability, can reinforce each other. A reliable product that consistently performs well enhances its perceived quality.
Subjective Measures: Aesthetics and perceived quality are subjective dimensions, where consumer preferences and individual perceptions play a significant role.
Importance to Consumers: The relevance of each dimension varies based on consumer preferences and industry characteristics. For example, in industries with high maintenance costs, reliability and durability become more critical.
Market Strategy: To successfully use these dimensions as a competitive strategy, companies must understand their customers’ perceptions and preferences, then target specific dimensions to differentiate their products effectively.
Holistic View: The 8 dimensions encourage businesses to view quality more broadly and consider aspects beyond just product defects, such as design, user experience, and customer perceptions.
Continuous Improvement: The framework promotes continuous improvement and innovation by focusing on various dimensions to keep products and services competitive over time.
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Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
