Definitions of quality vary from person to person or organization to organization, but in general, we can say that quality has something to do with the specifications and requirements of the customer being met by the supplier. In addition, quality is related very closely to aspects such as pricing and costs in comparison to the products of competitors. Some people suggest quality as a 'moving target'; in other words, it is something which is difficult to reach an agreement on the meaning and definition. Below are some definitions of quality we usually come across:
- Consistency
- Perfection
- Compliance with policies and procedures
- Doing it right the first time
- Providing a good, usable product
- Delighting or pleasing customers.
In addition, many organizations have their own definitions of quality. Consider the definitions of quality advertised by Fuji Xerox and Hong Kong Petrochemical Co. Ltd.:
Quality means providing our external and internal customers with innovative products and services that fully satisfy their requirements.
Quality means understanding the requirements and expectations of customers and supplying them with products and services to satisfying their expectations and needs.
In addition, many well-known leading experts in quality have put forward their own definitions of quality. Note that each definition tends to stress a slightly different, but inter-related aspect of quality. We will go through some of the definitions below.
Dr W Edwards Deming — The customer's definition of quality is the only one that matter. So, who is the customer?
In this definition, Deming notes that quality consists of many different criteria that change continually. To make the picture even more complicated, people place different values on the various criteria. For this reason, it is important to measure consumer preferences and to measure them frequently.
Dr Joseph M Juran — Fitness for purpose.
In his definition, Juran considers fitness for purpose as being closely linked to:
- product features that meet customer needs, and
- freedom from product deficiencies
Philip B Crosby — Conformance to requirements.
Crosby believes that as long as requirements are met then this means quality. The important point is that requirements are mutually agreed between customer and supplier.
Dr Armand V Feigenbaum — The total product and service and maintenance through which product or service in use will meet the expectation of the customer.
Words such as reliability, serviceability and maintainability are frequently used to define quality. According to Feigenbaum, these terms are the individual characteristics that make up the composite of product and service quality. In other words these terms do not reflect the complete picture of the definition of quality. It is important to recognize the key requirements for establishing what is to be the quality of a given product or service. All of the elements need to be balanced if a suitable definition of quality is to be achieved. The key requirements we need to consider must relate to the product's life cycle:
- reliability
- safety
- seviceability
- maintainability
When all the product characteristics are balanced, the right quality becomes that composite which provides the intended functions with the greatest overall economy. It is this property that Feigenbaum calls total customer satisfaction oriented concept of quality.
ISO 9000 — Degree to which a set of inherent characteristics fulfils requirements.
ISO 9000, an international quality management system, defines quality as inherent characteristics that the products or services possess in order to meet the requirements of the customer.
Let's work out 1.3.4 Activity 1.2 and read the feedback.
Before we move on to review the history of quality management, let’s briefly discuss the word grade here. You may see people mix up the word grade with quality, but there is a difference. In quality management, there should be no such thing as low quality or high quality. As long as we have a product meeting our requirements, it is a quality product. Grade is a category or rank given to different quality requirements for products of the same function. For example, high grade cars such as Lexus and Mercedes may have lots of features or benefits compared to a premium grade car such as Hyundai. All are quality products as long as they meet the requirements of the customers. The difference is the grade of the product.
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