Chapter 1: Differing Perspectives on Quality
Chapter Outline
• Differing Perspectives on Quality
▪ Recognizing Different Perspectives on Quality
▪ What is Quality
▪ Differing Functional Perspectives on Quality
▪ Three Spheres of Quality
▪ Other Perspectives on Quality
▪ Arriving at a Common Understanding of Quality using a Contingency Perspective
of Quality
Overview
The entire concept of quality is what one of my professors once called an “arm-
waiver”. We all intuitively know what it means, yet when we are asked to explain it we just
sort of wave our arms.
Chapter one defines the terms. The author references various definitions of quality.
He makes the distinction between Service and Manufacturing from a quality perspective
and delves into “The Supply Chain”. Corporate America has taken the concept of the Supply
Chain to heart. In this fifth edition, Mr. Foster has taken the concept of the Supply Chain and
made it integral to the subject of quality. Any book on quality must discuss Deming. The
Author makes reference to Deming throughout the book.
The focal point of the chapter is the question “What is Quality” Mr. Foster supplies a
list of topics that can be ideally used in a class discussion:
, • Tangibles
• Service reliability
• Responsiveness
• Assurance
• Empathy
• Availability
• Professionalism
• Timeliness
• Completeness
• Pleasantness
The author looks at quality from different perspectives. This list is also an excellent starting
point for class discussion:
• Supply chain
• Engineering
• Operations
• Strategic management
• Marketing
• Financial
• Human resources
,Chapter one will ideally fit into a standard 100-minute class period.
Discussion Questions
1. Why is quality a difficult term to define? How can we improve our understanding of
quality?
, This is an ideal question to open the discussion of the topic of Quality. Ask the class
to define Quality and record their comments. You will typically find a myriad of answers but
there should be a common theme among them.
2. Briefly discuss Garvin’s eight dimensions of quality. Is Garvin’s multidimensional
approach a step forward in improving our understanding of quality? Why or why not?
Garvin lists the following:
• Performance
• Features
• Reliability
• Conformance
• Durability
• Serviceability
• Aesthetics
• Perceived quality
Using Garvin’s terminology, these terms identify five different aspects of quality. One might
say, “Quality is in the eye of the consumer.”
3. Is there a difference between service quality and product quality?
On page 4, the text states that
Garvin found that most definitions of quality were transcendent, product-based, user-based,
Chapter Outline
• Differing Perspectives on Quality
▪ Recognizing Different Perspectives on Quality
▪ What is Quality
▪ Differing Functional Perspectives on Quality
▪ Three Spheres of Quality
▪ Other Perspectives on Quality
▪ Arriving at a Common Understanding of Quality using a Contingency Perspective
of Quality
Overview
The entire concept of quality is what one of my professors once called an “arm-
waiver”. We all intuitively know what it means, yet when we are asked to explain it we just
sort of wave our arms.
Chapter one defines the terms. The author references various definitions of quality.
He makes the distinction between Service and Manufacturing from a quality perspective
and delves into “The Supply Chain”. Corporate America has taken the concept of the Supply
Chain to heart. In this fifth edition, Mr. Foster has taken the concept of the Supply Chain and
made it integral to the subject of quality. Any book on quality must discuss Deming. The
Author makes reference to Deming throughout the book.
The focal point of the chapter is the question “What is Quality” Mr. Foster supplies a
list of topics that can be ideally used in a class discussion:
, • Tangibles
• Service reliability
• Responsiveness
• Assurance
• Empathy
• Availability
• Professionalism
• Timeliness
• Completeness
• Pleasantness
The author looks at quality from different perspectives. This list is also an excellent starting
point for class discussion:
• Supply chain
• Engineering
• Operations
• Strategic management
• Marketing
• Financial
• Human resources
,Chapter one will ideally fit into a standard 100-minute class period.
Discussion Questions
1. Why is quality a difficult term to define? How can we improve our understanding of
quality?
, This is an ideal question to open the discussion of the topic of Quality. Ask the class
to define Quality and record their comments. You will typically find a myriad of answers but
there should be a common theme among them.
2. Briefly discuss Garvin’s eight dimensions of quality. Is Garvin’s multidimensional
approach a step forward in improving our understanding of quality? Why or why not?
Garvin lists the following:
• Performance
• Features
• Reliability
• Conformance
• Durability
• Serviceability
• Aesthetics
• Perceived quality
Using Garvin’s terminology, these terms identify five different aspects of quality. One might
say, “Quality is in the eye of the consumer.”
3. Is there a difference between service quality and product quality?
On page 4, the text states that
Garvin found that most definitions of quality were transcendent, product-based, user-based,
