Quality Assurance

Quality AssuranceQuality AssuranceQuality AssuranceQuality Assurance

Module “1”Module “1”Module “1”Module “1”

Basic Concepts and Basic Concepts and DefinitionsDefinitions

Basic Concepts and Basic Concepts and DefinitionsDefinitions

Introduction Introduction

Businesses have focused on quality in the Businesses have focused on quality in the last 20-30 years. last 20-30 years.

As markets have become much more As markets have become much more competitive - quality has become widely competitive - quality has become widely regarded as a key ingredient for success regarded as a key ingredient for success in business. in business.

Businesses have focused on quality in the Businesses have focused on quality in the last 20-30 years. last 20-30 years.

As markets have become much more As markets have become much more competitive - quality has become widely competitive - quality has become widely regarded as a key ingredient for success regarded as a key ingredient for success in business. in business.

Introduction Introduction

Today's business climate requires an Today's business climate requires an exact interpretation of customer exact interpretation of customer

requirements coupled with effective and requirements coupled with effective and efficient processes to meet those efficient processes to meet those

requirements. requirements.

Today's business climate requires an Today's business climate requires an exact interpretation of customer exact interpretation of customer

requirements coupled with effective and requirements coupled with effective and efficient processes to meet those efficient processes to meet those

requirements. requirements.

Defining 'Quality' Defining 'Quality'

In its broadest sense, In its broadest sense, Quality is a degree of excellence

In the narrow sense, In the narrow sense, Product or service quality is “conformance with requirement, freedom from defects or contamination, or simply a degree of customer satisfaction.”

In its broadest sense, In its broadest sense, Quality is a degree of excellence

In the narrow sense, In the narrow sense, Product or service quality is “conformance with requirement, freedom from defects or contamination, or simply a degree of customer satisfaction.”


To reach the definition of “Quality”, some To reach the definition of “Quality”, some concepts may be discussed: concepts may be discussed:

Meeting requirements • Specifications are an imprecise means of

conveying subjective aspects. Conformance to requirements is not necessarily all there is to achieving quality.

To reach the definition of “Quality”, some To reach the definition of “Quality”, some concepts may be discussed: concepts may be discussed:

Meeting requirements • Specifications are an imprecise means of

conveying subjective aspects. Conformance to requirements is not necessarily all there is to achieving quality.


Quality is a result

• Quality is the result of a comparison between what

was required and what was provided. It is judged

not by the producer but by the receiver.

Quality is a result

• Quality is the result of a comparison between what

was required and what was provided. It is judged

not by the producer but by the receiver.


Customer satisfaction

• The only true measure of acceptable quality is

customer satisfaction, which takes into account

both objective and subjective interpretations of the

needs and expectations of customers.

Customer satisfaction

• The only true measure of acceptable quality is

customer satisfaction, which takes into account

both objective and subjective interpretations of the

needs and expectations of customers.


Changing customer perceptions

• Customer needs and expectations are constantly

changing. Awareness of new technology,

legislation, problems, competitor products or

services creates new wants for customers.

Changing customer perceptions

• Customer needs and expectations are constantly

changing. Awareness of new technology,

legislation, problems, competitor products or

services creates new wants for customers.

Defining 'Quality'Defining 'Quality'

Definition Definition Quality has many meanings:

• a degree of excellence, • conformance with requirements, • the totality of characteristics of an entity that bear

on its ability to satisfy stated or implied needs, • fitness for use, • freedom from defects, imperfections or • contamination and delighting customers.

Definition Definition Quality has many meanings:

• a degree of excellence, • conformance with requirements, • the totality of characteristics of an entity that bear

on its ability to satisfy stated or implied needs, • fitness for use, • freedom from defects, imperfections or • contamination and delighting customers.


Quality is about:Quality is about:A standard which can be accepted by both the supplier and the customer.

Giving complete satisfaction to the customer;

Complying consistently to an agreed level of specification;

Providing an acceptable product at an acceptable cost;

Providing a product which is 'fit for the purpose';

The totality of features or characteristics of a product that bear on its ability to satisfy a given need.

Quality is about:Quality is about:A standard which can be accepted by both the supplier and the customer.

Giving complete satisfaction to the customer;

Complying consistently to an agreed level of specification;

Providing an acceptable product at an acceptable cost;

Providing a product which is 'fit for the purpose';

The totality of features or characteristics of a product that bear on its ability to satisfy a given need.


Quality is not about:Quality is not about:Complying with a specification;

Being the best;

Only producing a product that is 'fit for the purpose

Quality is not about:Quality is not about:Complying with a specification;

Being the best;

Only producing a product that is 'fit for the purpose


Quality is all about Quality is all about

Customer Satisfaction!Customer Satisfaction!Quality is all about Quality is all about

Customer Satisfaction!Customer Satisfaction!


Differences between a 'Grade' and a 'Class' of a Differences between a 'Grade' and a 'Class' of a product or serviceproduct or service

Example• A Rolls Royce motor car is in a different class to a family car.

They were each designed for a totally different purpose. A Rolls Royce that constantly fails to start would be of poor quality whereas the family car that starts every time would be of good quality, assuming all other features to be equal.

Differences between a 'Grade' and a 'Class' of a Differences between a 'Grade' and a 'Class' of a product or serviceproduct or service

Example• A Rolls Royce motor car is in a different class to a family car.

They were each designed for a totally different purpose. A Rolls Royce that constantly fails to start would be of poor quality whereas the family car that starts every time would be of good quality, assuming all other features to be equal.


““Grade”Grade”Differences in product or service performance and degrees of refinement are differences in grade.

““Class”Class”Differences in purpose are differences in class.

““Grade”Grade”Differences in product or service performance and degrees of refinement are differences in grade.

““Class”Class”Differences in purpose are differences in class.

Quality characteristics Quality characteristics

Features of a product or service needed to satisfy customer needs are quality characteristic.

When dealing with products the characteristics are almost always technical characteristics, whereas service quality characteristics have a human dimension.

Features of a product or service needed to satisfy customer needs are quality characteristic.

When dealing with products the characteristics are almost always technical characteristics, whereas service quality characteristics have a human dimension.

Quality characteristics Quality characteristics

Product quality dimensionProduct quality dimensionPerformance

• Refers to the efficiency with a product achieves its intended purpose.

Features • Are attributes of a product that supplement the product's

basic performance.

Reliability • Refers to the propensity for product to perform consistently

over its useful design life.

Conformance • When a product is designed, certain numeric dimensions for

the product's performance will be established, such as capacity, speed, size, durability.

Product quality dimensionProduct quality dimensionPerformance

• Refers to the efficiency with a product achieves its intended purpose.

Features • Are attributes of a product that supplement the product's

basic performance.

Reliability • Refers to the propensity for product to perform consistently

over its useful design life.

Conformance • When a product is designed, certain numeric dimensions for

the product's performance will be established, such as capacity, speed, size, durability.

Quality CharacteristicsQuality Characteristics

Durability• Is the degree to which a product tolerates stress or

trauma without failing.

Serviceability • Is the ease of repair for a product.

Aesthetics • Are subjective sensory characteristics such as

taste, feel, sound, look and smell.

Perceived quality • Is based on customer opinion.

Durability• Is the degree to which a product tolerates stress or

trauma without failing.

Serviceability • Is the ease of repair for a product.

Aesthetics • Are subjective sensory characteristics such as

taste, feel, sound, look and smell.

Perceived quality • Is based on customer opinion.


Service quality dimensionsService quality dimensionsTangibles

• Include the physical appearance of the service facility, the equipment, the personnel, and the communication materials.

Service Reliability• It relates to the ability of the service provider to perform the

promised service dependably and accurately.

Responsiveness • Is the willingness of the service provider to be helpful and

prompt in providing service.

Assurance • Refers to the knowledge and courtesy of employees and

their ability to inspire trust and confidence.

Service quality dimensionsService quality dimensionsTangibles

• Include the physical appearance of the service facility, the equipment, the personnel, and the communication materials.

Service Reliability• It relates to the ability of the service provider to perform the

promised service dependably and accurately.

Responsiveness • Is the willingness of the service provider to be helpful and

prompt in providing service.

Assurance • Refers to the knowledge and courtesy of employees and

their ability to inspire trust and confidence.


David Garvin found that most definitions of David Garvin found that most definitions of quality were either:quality were either:

Transcendent• Quality is something that is intuitively understood

but nearly impossible to communicate such as beauty or love

Product-Based• Quality is found in the components and attributes

of a product

David Garvin found that most definitions of David Garvin found that most definitions of quality were either:quality were either:

Transcendent• Quality is something that is intuitively understood

but nearly impossible to communicate such as beauty or love

Product-Based• Quality is found in the components and attributes

of a product


User-Based• If the customer is satisfied, the product has good

quality

Manufacturing-Based• If the product conforms to design specifications, it

has a good quality

Value-Based• If the product is perceived as providing good value

for the price, it has a good quality.

User-Based• If the customer is satisfied, the product has good

quality

Manufacturing-Based• If the product conforms to design specifications, it

has a good quality

Value-Based• If the product is perceived as providing good value

for the price, it has a good quality.

Quality and Price Quality and Price

Most of us are attracted to certain products and services by their price.

If the price is outside our reach then we don't even consider quality, except perhaps to admire it.

Price is not a feature or characteristic of the product but is a feature of the service.

Most of us are attracted to certain products and services by their price.

If the price is outside our reach then we don't even consider quality, except perhaps to admire it.

Price is not a feature or characteristic of the product but is a feature of the service.

Quality and CostQuality and Cost

There is the cost of doing the right things right first time and the cost of not doing the right things right first time.

The latter are quality costs or the cost incurred because failure is possible.

There is the cost of doing the right things right first time and the cost of not doing the right things right first time.

The latter are quality costs or the cost incurred because failure is possible.

Quality Control Quality Control

What is Quality Control 'QC'?What is Quality Control 'QC'?Is a set of measures taken to ensure that defective products or services are not produced, and that the design meets performance requirements.

What is Quality Control 'QC'?What is Quality Control 'QC'?Is a set of measures taken to ensure that defective products or services are not produced, and that the design meets performance requirements.

Quality Control Quality Control

What is detection?What is detection?It is about getting rid of the bad things after they have taken place.

What is detection?What is detection?It is about getting rid of the bad things after they have taken place.

Defining ‘Quality Assurance’Defining ‘Quality Assurance’

Defining “Assurance”Defining “Assurance”Freedom from doubt

Defining “Quality Assurance Systems”Defining “Quality Assurance Systems”Prevention-based systems which improve product and service quality, and increases productivity by placing the emphasis on product, service and process design.

Defining “Assurance”Defining “Assurance”Freedom from doubt

Defining “Quality Assurance Systems”Defining “Quality Assurance Systems”Prevention-based systems which improve product and service quality, and increases productivity by placing the emphasis on product, service and process design.


The purpose of QA is: The purpose of QA is: To provide assurance to a customer

To ensure that manufacturing and/or service standards are uniform

The purpose of QA is: The purpose of QA is: To provide assurance to a customer

To ensure that manufacturing and/or service standards are uniform


QA is concerned with:QA is concerned with:An agreed level of quality

A commitment: • within an organization to the fundamental principle

of consistently supplying the right quality product;• from a customer to the fundamental principle of

only accepting the right quality product;

A commitment to the basic principles of QA and QC.

QA is concerned with:QA is concerned with:An agreed level of quality

A commitment: • within an organization to the fundamental principle

of consistently supplying the right quality product;• from a customer to the fundamental principle of

only accepting the right quality product;

A commitment to the basic principles of QA and QC.

Quality Management Systems Quality Management Systems

Definition of QMSDefinition of QMSIs a proven technique to guarantee survival in world class competition. Only by changing the actions of management will the culture.

Is the art managing the whole to achieve excellence.

Definition of QMSDefinition of QMSIs a proven technique to guarantee survival in world class competition. Only by changing the actions of management will the culture.

Is the art managing the whole to achieve excellence.


Quality Management and cultureQuality Management and cultureQM requires a cultural change. This change is substantial and will not be accomplished in short period of time.

Quality Management and cultureQuality Management and cultureQM requires a cultural change. This change is substantial and will not be accomplished in short period of time.

Quality Element

Previous State

Quality Management

DefinitionProduct-orientedCustomer-oriented

PrioritiesSecond to service and costFirst among equals of service and cost

DecisionsShort- termLong-term

EmphasisDetectionprevention

ErrorsOperationsSystem

Responsibility Quality controlEveryone

Problem solving ManagersTeams

ProcurementPrice Life-cycle costs, partnership

Manager's role Plan, assign, control, and enforceDelegate, coach, faciliate, and mentor


Requirements of a Quality Management System Requirements of a Quality Management System To be successful, an organization must:

• Be able to offer products that satisfy a customer's expectations;

• Agree with the relevant standards and specifications of a contract;

• Be available at competitive prices;• Be able to supply products or services at a cost that will still

bring a profit to that organization.

Requirements of a Quality Management System Requirements of a Quality Management System To be successful, an organization must:

• Be able to offer products that satisfy a customer's expectations;

• Agree with the relevant standards and specifications of a contract;

• Be available at competitive prices;• Be able to supply products or services at a cost that will still

bring a profit to that organization.

Importance of “Quality” Importance of “Quality”

Why should an organization be interested Why should an organization be interested in quality? in quality?

A business would have no profits if it failed to create and retain satisfied customers.

Therefore, quality is vital to the survival of every enterprise.

Why should an organization be interested Why should an organization be interested in quality? in quality?

A business would have no profits if it failed to create and retain satisfied customers.

Therefore, quality is vital to the survival of every enterprise.

Importance of “Quality”Importance of “Quality”

What does quality apply to? What does quality apply to? Every product, service, process, task, action, decision can either be acceptable or unacceptable.

Hence, there is an intrinsic quality in everything that an organization does.

What does quality apply to? What does quality apply to? Every product, service, process, task, action, decision can either be acceptable or unacceptable.

Hence, there is an intrinsic quality in everything that an organization does.

Importance of “Quality”Importance of “Quality”

Who is responsible for quality?Who is responsible for quality?Assigning responsibility means:

• Giving a person the right to cause things to happen and with this right should be delegated the authority to control the processes which deliver the output the quality of which the person is responsible for.

Who is responsible for quality?Who is responsible for quality?Assigning responsibility means:

• Giving a person the right to cause things to happen and with this right should be delegated the authority to control the processes which deliver the output the quality of which the person is responsible for.

Case studyCase studyCase studyCase study

FedexManaging Quality Day and NightFedexManaging Quality Day and Night

Discussion QuestionsDiscussion Questions

What is FedEx's "common language" of quality? Is it important

for a company to establish a "common language" of quality? If

so, why?

There are several different perspective of quality, including the

operations perspective, the strategic perspective, the marketing

perspective, the financial perspective, the human resources

perspective, and the systems perspective, which of these

perspectives are being emphasized by FedEx? Why?

Is FedEx 's level of emphasis on quality appropriate? Why or

why not?

Discussion QuestionsDiscussion Questions

What is FedEx's "common language" of quality? Is it important

for a company to establish a "common language" of quality? If

so, why?

There are several different perspective of quality, including the

operations perspective, the strategic perspective, the marketing

perspective, the financial perspective, the human resources

perspective, and the systems perspective, which of these

perspectives are being emphasized by FedEx? Why?

Is FedEx 's level of emphasis on quality appropriate? Why or

why not?

WorkshopsWorkshopsWorkshopsWorkshops

Workshop 1Workshop 1

InIn groups: groups: a. Choose a product with your team and use the product quality dimensions mentioned before to give examples about each property.

InIn groups: groups: a. Choose a product with your team and use the product quality dimensions mentioned before to give examples about each property.

Product :Product :Product quality dimensionsProduct quality dimensions

PerformancePerformance

FeaturesFeatures

ReliabilityReliability

ConformanceConformance

DurabilityDurability

ServiceabilityServiceability

AestheticsAesthetics

Perceived quality Perceived quality

Workshop 1 (Cont.)Workshop 1 (Cont.)

In groups:In groups:b. Choose a service with your team and use the product quality dimensions mentioned before to give examples about each property.

In groups:In groups:b. Choose a service with your team and use the product quality dimensions mentioned before to give examples about each property.

Service :Service :

Service quality dimensionsService quality dimensions

TangiblesTangibles

ServiceServiceResponsivenessResponsiveness

Assurance Assurance

ReliabilityReliability

Workshop 2Workshop 2

In groups:In groups:Choose a type of activity for a company or a factory that offers a product/service. Assume that you and your team are the owners of this company.

List three examples of activities for each of the following:• Quality control• Quality assurance• Quality management

In groups:In groups:Choose a type of activity for a company or a factory that offers a product/service. Assume that you and your team are the owners of this company.

List three examples of activities for each of the following:• Quality control• Quality assurance• Quality management

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Quality Assurance