The concept and vocabulary of quality are elusive. Different
people interpret quality differently. Few can define quality in
measurable terms that can be proved operationalized. When
asked what differentiates their product or service;
The banker will answer” service”
The healthcare worker will answer “quality health care”
The hotel employee will answer “customer satisfaction”
The manufacturer will simply answer “quality product”
Those who hold the transcendental view would say “I can’t
define it, but I know it when I see it”
Advertisers are fond of promoting products in these terms.
“ Where shopping is a pleasure” (supermarket). “We love to fly
and it shows" (airline).
Television and print media are awash with such indefinable
claims and therein lies the problem:
Quality is difficult to define or to operationalize. It thus becomes
elusive when using the approach as basis for competitive
advantage. Moreover, the functions of design, production and
service may find it difficult to use the definition as a basis for
quality management.
Product recalls are made by traders about products that have
problems which could affect the safety of the
user/consumer.The product should not be used and should be
returned to the trader.
- Meeting or exceeding customer expectations: Customers only
pay products and services that have value match the price.
, - Signify comparative excellence of different products and
services: Differentiate your products and services so that they
creates new sense of satisfaction.
- Fitness for purpose: Having a clear use of products/services
Finding Product/Consumer fitness: Focus on niche market
II. Key Dimensions of Quality
Performance: Make sure products work/ usable.
Features: Have as many good features as possible to be
competitive.
Reliability: Reliable products promote the brand.
Serviceability: Customer service/ after sale service is crucial to
make customers come back.
Aesthetics: Beautifully designed products attract customers.
Perceived: Make sure products are seen at right place and
right time to be perceived purchasable.
If you did all of that, customers will sense QualityValue
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