Chapter 1: Di ering Perspectives on
Quality
Chapter Outline
Di ering Perspectives on Quality
What is Quality?
Recognizing both Product and Service Dimensions of Quality
Di ering 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 1 de0nes the terms. The author references various
de0nitions of quality. He makes the distinction between service and
manufacturing from a quality perspective and delves into “The Supply
Chain.” Consideration of quality as it applies to the modern supply chain
expands our understanding of its application. Professor 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?”
Professor Foster supplies a list of topics product and service quality that
can be ideally used in a class discussion:
Performance
Features
Reliability
Conformance
Durability
Copyright © 2017 Pearson Education, Inc.
, Page 2 of 16
Tangibles
Service reliability
Responsiveness
Assurance
Empathy
Availability
Professionalism
Timeliness
The author looks at quality from di erent perspectives. This list is also an
excellent starting point for class discussion:
Supply chain
Engineering
Operations
Strategic management
Marketing
Financial
Human resources
Copyright © 2017 Pearson Education, Inc.
, Page 3 of 16
Figure 1-1 A Global Supply Chain Model Source: Foster, S. Thomas; Sampson, Scott E.; Wallin, Cynthia;
Webb, Scott W, Managing Supply Chain And Operations: An Integrative Approach, 1st Ed., © 2016, p.15.
Reprinted and Electronically reproduced by permission of Pearson Education, Inc., New York, NY.
Chapter 1 will ideally 0t into a standard 100-minute class period.
Discussion Questions
1. Why is quality a di!cult term to de#ne? 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 de0ne quality and record their comments. You will typically
0nd a myriad of answers, but there should be a common theme among
them.
2. Brie*y 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
Copyright © 2017 Pearson Education, Inc.
, Page 4 of 16
Conformance
Durability
Serviceability
Aesthetics
Perceived quality
Using Garvin’s terminology, these terms identify 0ve di erent aspects of
quality. One might say, “Quality is in the eye of the consumer.”
3. Is there a di erence between service quality and product quality? If
so, what are the implications of these di erences for a manager of a
service business, such as a restaurant or a retail store?
Service quality suggests an achievement in a level of customer service and
is more subjective than the de0nition of product quality that is related to a
tangible product. Service quality is more di@cult to de0ne because of its
numerous customer variations, and it is therefore more di@cult to achieve
quality success based on this wide latitude of customer opinion. You can
demonstrate this in class buy surveying, for example, the service quality of
a major brand (e.g., AT&T, Verizon, etc.) and then surveying the opinions of
the class regarding one or more service quality dimensions.
4. De#ne the concept of empathy.
On page 6, the concept of empathy is discussed: Finally, consumers of
services desire empathy from the service provider. In other words, the
customer desires caring, individualized attention from the service rm.
The author’s discussion of empathy uses the relationship between a waiter
and customer. You might extend this conversation by asking for other
examples. Does empathy enter into a manufacturing situation? Dilbert’s
Pointy-Haired-Manager is an excellent tool for this discussion.
5. Why is communication within an organization an important part of
the quality improvement process?
On page 6, the author says: It is di cult to devise a coherent strategic plan
relating to quality when communication is imprecise.
Copyright © 2017 Pearson Education, Inc.
Quality
Chapter Outline
Di ering Perspectives on Quality
What is Quality?
Recognizing both Product and Service Dimensions of Quality
Di ering 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 1 de0nes the terms. The author references various
de0nitions of quality. He makes the distinction between service and
manufacturing from a quality perspective and delves into “The Supply
Chain.” Consideration of quality as it applies to the modern supply chain
expands our understanding of its application. Professor 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?”
Professor Foster supplies a list of topics product and service quality that
can be ideally used in a class discussion:
Performance
Features
Reliability
Conformance
Durability
Copyright © 2017 Pearson Education, Inc.
, Page 2 of 16
Tangibles
Service reliability
Responsiveness
Assurance
Empathy
Availability
Professionalism
Timeliness
The author looks at quality from di erent perspectives. This list is also an
excellent starting point for class discussion:
Supply chain
Engineering
Operations
Strategic management
Marketing
Financial
Human resources
Copyright © 2017 Pearson Education, Inc.
, Page 3 of 16
Figure 1-1 A Global Supply Chain Model Source: Foster, S. Thomas; Sampson, Scott E.; Wallin, Cynthia;
Webb, Scott W, Managing Supply Chain And Operations: An Integrative Approach, 1st Ed., © 2016, p.15.
Reprinted and Electronically reproduced by permission of Pearson Education, Inc., New York, NY.
Chapter 1 will ideally 0t into a standard 100-minute class period.
Discussion Questions
1. Why is quality a di!cult term to de#ne? 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 de0ne quality and record their comments. You will typically
0nd a myriad of answers, but there should be a common theme among
them.
2. Brie*y 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
Copyright © 2017 Pearson Education, Inc.
, Page 4 of 16
Conformance
Durability
Serviceability
Aesthetics
Perceived quality
Using Garvin’s terminology, these terms identify 0ve di erent aspects of
quality. One might say, “Quality is in the eye of the consumer.”
3. Is there a di erence between service quality and product quality? If
so, what are the implications of these di erences for a manager of a
service business, such as a restaurant or a retail store?
Service quality suggests an achievement in a level of customer service and
is more subjective than the de0nition of product quality that is related to a
tangible product. Service quality is more di@cult to de0ne because of its
numerous customer variations, and it is therefore more di@cult to achieve
quality success based on this wide latitude of customer opinion. You can
demonstrate this in class buy surveying, for example, the service quality of
a major brand (e.g., AT&T, Verizon, etc.) and then surveying the opinions of
the class regarding one or more service quality dimensions.
4. De#ne the concept of empathy.
On page 6, the concept of empathy is discussed: Finally, consumers of
services desire empathy from the service provider. In other words, the
customer desires caring, individualized attention from the service rm.
The author’s discussion of empathy uses the relationship between a waiter
and customer. You might extend this conversation by asking for other
examples. Does empathy enter into a manufacturing situation? Dilbert’s
Pointy-Haired-Manager is an excellent tool for this discussion.
5. Why is communication within an organization an important part of
the quality improvement process?
On page 6, the author says: It is di cult to devise a coherent strategic plan
relating to quality when communication is imprecise.
Copyright © 2017 Pearson Education, Inc.
