Eight Dimensions of Quality

The Eight dimensions of Quality is given by David Garvin. The Eight Dimensions of quality are:

1. Performance

 It is the primary operating characteristic of product. This dimension involves measurable attributes i.e. does the product do what it is supposed to do, within its defined tolerance? Performance is often a source of contention between customers and suppliers, particularly when deliverables are not adequately defined within specifications. The performance of a product often influences the profitability or reputation of the end-user. As such, many contracts or specifications include damages related to inadequate performance.

Examples are:  In a TV set performance means sound and picture clarity, color and the ability to receive distant stations. For a car it is speed and acceleration. In services, such as airlines, performance often means prompt services.

2. Features

The bells and whistles of a product (the secondary aspect of the performance). i.e. those characteristic that supplement the basic functions.

Examples are: In  a TV it is number of channels, automatic tuner in TV. For a car it is color. Free drinks on a plane.

3. Reliability

It is defined as the probability of a product surviving over a specified period of time under stated conditions of use. It is key element for users who need the product to work without fail as downtime and maintenance becomes more expensive. Reliability is a major contributor to brand or company image, and is considered a fundamental dimension of quality by most end-users.

Examples are: For a TV or car, it is how often it needs repair. For an airline, it is how often flights depart on schedule.

4. Conformance  

The degree to which physical and conformance characteristics of a product match pre-established standards.

Examples are: For a car, it is mileage. For a part, it is whether this part is the right size? For an airline, it is whether services are provided as per described.

5. Durability

The amount of use one gets from a product before it physically deteriorates or until is replacement is preferable. In short it measures the length of product’s life. It is closely related to warranty.

Examples are: For a car, it is the total KM run by it during its life cycle. For a bulb, it is how long it works before the filament burns out.

6. Serviceability

The speed, courtesy and competence of repair. It refers to how readily and easily the product is repaired when it fails. Consumers are concerned not only about a product breaking down but also about the time before service is restored, the timeliness with which service appointment 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 complaint handling procedures are also likely to affect customer's ultimate evaluation of product and service quality.

Examples are: For a car, it is how quickly and easily it can be repaired and how long it stays repaired. For an airlines, installing toll-free telephone hot lines to their customer relations departments

7. Aesthetics

How a product looks, feels, sound, tastes or smells. It is clearly a matter of personal judgment, and will vary from one customer to another. Faults or defects in a product that diminish its aesthetic properties, even those that do not reduce or alter other dimensions of quality, are often cause for rejection.

Examples are: For a product or service, it is its look, feel, sound, taste or smell.

8. Perceived Quality

Subjective assignment resulting from image, advertising, or brand names. Consumers do not always have complete information about a product or service. A product’s durability, for example, cannot be readily observed- it must be inferred from various tangible and intangible aspects of the product. In this case, images, advertising, and brand names- inference about quality rather than the reality itself- can be critical. The customer impression of quality is the essence of perceived quality.