MGT613 Final Term Notes

Rana Abubakar Khan

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The ability of a product or service to consistently meet or exceed customers’ requirements.

Solved Anil

Quality Evolution

Fredrick Winslow Taylor introduced the concept of “inspection”. According to him, manager should inspect the product before giving it to end customer, that it is able to identify and meet its primary objectives. Redford introduced the concept of “quality in the design phase”. In 1924, Walter Shewhart from Bell Technologies introduced the “statistical process control chart”. In 1930, Dodge and Romich presented “acceptance sampling tables”. In 1950, concept of “Total Quality Control” (TQC) was introduced which brought another concept called “Quality Assurance”. In 1950, Deming, Juran and Feigenbaum converted the quality movement into a separate engineering field. In 1960, Phillip Crosby known as “quality guru” worked on the concept of zero defect. In 1970s, society started focusing more on services rather than manufacturing. In late 70s, David Given presented a theory. According to him, ‘If you prevent mistake before occurring, you will be converting the concept of “quality assurance” into strategic quality approach’.

Main Contributors towards Quality Management

Kaoru Ishikawa presented the “fish bone diagram” or “cause effect diagram”. Taguchi presented “robust design”. Demings presented 14 points for quality management which focused primarily on common cause of variation. According to Juran, “Quality is the fitness for use”. Feigenbaum said, “Quality is a total field or total function”. According to Crosby, “Quality is free”. Ishikawa gave the idea of “Quality Circles”. Taguchi’s contribution was, “Taguchi loss function”.

Dimensions of Quality Solved By Aneel

Performance

• Main characteristics of the product.

Esthetics

• Appearance of the product.

Special Features

• How well the product or service conforms to the customer’s expectations.
• Consistency of performance.

Durability

• Useful life of product or service.
• It is also called resilience or wear & tear.

Perceived Quality

• Indirect evaluation of quality.

Service Ability

• After sales service.

Service Quality Factors

Identification of tangibles and intangibles Convenience

Timeliness Assurance

Moments of Truth Solved B !g

Each customer contact is called a moment of truth. Your organization has the ability to either satisfy or dissatisfy them when you contact them. A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.

Dimensions of Service Quality

Reliability: Perform promised service dependably and accurately. Responsiveness: Willingness to help customers promptly. Assurance: Ability to convey trust and confidence. Empathy: Ability to be approachable. Tangibles: Physical facilities and facilitating goods.

Perceived Service Quality · Service Quality Gap Model · Service Gap Analysis

Word of Personal Past

Expected

Perceived

Service Quality

Service Quality Assessment

1. Expectations exceeded

ES<PS (Quality surprise) 2 E i

Customer Perceptions Customer Expectations

Service Delivery

Service Standards Management Perceptions of Customer Expectations Managing the Evidence

Service Design Understanding the Customer GAP 5 Customer / Marketing Research GAP 1

GAP 3 Communication GAP 4

Design GAP 2