Quality Management

1. Quality management

2. Outline of the course
1- Introduction
2- Quality Control Techniques
3- Total Quality Management
4- ISO 9000:2000 QMS
5- Implementation of Quality Management

3. Chapter One
Introduction to Quality

4. Introduction
Quality connotes different meaning to different
people.
 Quality is degree of excellence. (Dictionary)
 Quality is fitness for use. (Juran)
 Quality is conformance to requirements/specifications.
(Crosby).
 Quality should be defined only in terms of the needs of
customer, present and future. (Deming)
 Quality is what the customer says it is. It means best
for certain customer conditions: the actual use and
the selling price of the product. (Fegenbaum)
For marketing, it is the degree of excellence at an
acceptable price that will influence the market share.
For customer service, a quality product is that with
less customer complaint.

5.  British Standards institution (BSI), the American
Society for Quality Control (ASQC), the European
Organization for Quality Control (EOQC) and the
International Organization for Standardization (ISO):
“The totality of features and characteristics of a
product or service that bear on its ability to satisfy
stated or implied needs”.
 These views to quality refer to one way or the other,
to the following dimensions of quality:
Product quality dimensions
Performance
Functionality
Reliability
Conformance
…Cont’d
Durability
Serviceability
Aesthetic
Perceived quality

6. …..Cont’d
Service quality dimensions
Time and Timeliness
Completeness
Courtesy (Politeness)
Consistency
Accessibility and
convenience
Accuracy
Responsiveness

7. 3-7
Dimensions of Quality: Manufactured Products
 Performance : (Will the product do the intended job?) -
potential customer usually evaluates a product for how
well it performs them certain specific functions;
 Features/Functionality: (What does the product do?)
- usually, customer associates high quality with
products that have added features beyond the basic
performance;
 Reliability: (How often does the product fail?) -
We should expect that appliances or automobiles will
require occasional repairs since they may fail
occasionally, but if they require frequent repairs, we
say that they are unreliable.

8. 3-8
 Conformance to standards: (Is the product made exactly as
the designer intended it?) degree to which a product meets pre–
established standards. Usually, products exactly meeting the
requirements placed are considered to be high quality.
 Durability: (How long does the product last before replacement?).
This is the effective service life of the product.
 Customer obviously want products that perform satisfactorily over
a long period of time.
 Serviceability: (How easy is it to repair a product: speed of
repairs, courtesy and competence of repair person?).
Usually, the customer’s view of quality is directly influenced by how
quickly and economically a repair or maintenance activity can be
accomplished.
Dimensions of Quality: Manufactured Products (cont’d)

9. 3-9
 Aesthetics (What does the product look like?)
 This is the visual appeal of the product, often taking into account
factor such as style, color, shape, packaging alternatives, tactile
characteristics, and other sensory features.
 Safety: assurance that customer will not suffer injury or harm from a
product
 Perceived quality: (What is the reputation of the
company or its product?)
 subjective perceptions based on brand name, advertising, and the
like;
 In many cases, customers rely on the past reputation of the
company concerning quality of its products. This reputation is
directly influenced by success or failures of the product that are
highly visible to the public.
Dimensions of Quality: Manufactured Products (cont’d)

10. 3-10
Dimensions of Quality: Service
 Time and Timeliness: how long must a customer wait for
service, and is it completed on time?
 Completeness:
 Is everything customer asked for provided?
 Is a mail order from a catalogue company complete when
delivered?
 Courtesy (Politeness):
 How are customers treated by employees?
 Are catalogue phone operators nice and are their voices
pleasant?
 Consistency
 Is the same level of service provided to each customer each time?
 Is your newspaper delivered on time every morning?

11. 3-11
 Accessibility and convenience
 How easy is it to obtain service?
 Does a service representative answer you calls quickly?
 Accuracy
 Is the service performed right every time?
 Is your bank or credit card statement correct every month?
 Responsiveness
 How well does the company react to unusual situations?
 How well is a telephone operator able to respond to a customer’s
questions?
Dimensions of Quality: Service (cont’d)

12. A comprehensive definition of quality is
that:
 ‘product or service which fulfils an
aggregate requirement of customers, in all
aspects, at present and in the future and
which customers can buy’
• Thus the closer this conformation indicates
the higher the degree of quality.

13. Assignment
• What is your (own) perspective views to
quality? Define quality in your own words.
• You are allowed a maximum of two lines of
words.

14. …Cont’d
• In any practical application of either
production or service areas, quality has its
own power.
• Quality is becoming a vital issue for success
in the current competitive and globalized
world.
• Thus, its knowledge and application should
be diversified.

15. Quality, if it is introduced and managed correctly,
will:
Eliminate waste
Improve customer satisfaction
Lower costs
Increase productivity
Enhance profitability and
Increase competitiveness

16. …cont’d
 Quality is not a goal, which, once reached, can
be sustained without constant effort.
 The ‘goalposts’ are always moving:
 Competitors improve, suppliers slip, customer
demands change and increase.
 Therefore, Quality must become the first
objective for all managers at all times.

17. ……Cont’d
 The central objective of quality management is to
eliminate waste by cutting manufacturing variance
to the minimum. This is equally applicable to the
manufacturing as well as to the service giving
industries
 Manufacturing variance can be generated
throughout the whole closed loop of the company;
• Marketing
• Engineering
• Purchasing
• Manufacturing Engineering
• Field service and Erection

18. Figure : Close loop of the company’s process
MARKETING
Determines
Customer or
market quality
and reliability
requirements
ENGINEERING
Translates
Requirements into
quality-oriented
designs
PURCHASING
Procures quality
materials and
components
MANUFACTURING
ENGINEERING
Develops quality-
oriented processes and
procedures
FIELD SERVICE
AND ERECTION
Reports quality of
performance
SHIPPING
Preserves and
protects quality of
product
INSPECTION AND
TEST
Determines quality
of conformance
MANUFACTURING
Transforms designs and
materials into quality
products
……Cont’d

19. Evolution of Quality
The Old Quality:
• Technical
• About products
• Led by experts
• For inspectors
• About control
• About specifications
The New quality:
• Strategic
• About organizations
• Led by management
• For everyone
• About improvement
• About customer satisfaction
Quality: Then and Now

20. Agriculture age
Performance
Improvement
by optimizing
the parts
Systems age
Mass production
Machine age
”Product-oriented”
Production focus
Flexible
production
Improvement by
optimizing the whole
“Process-oriented”
Customer Focus
One kind of
production
The end of an age does not occur suddenly, rather one age fades into the next, and is
characterized by people struggling with the problems of the age while using the tools,
techniques and practices of the past age.
Transformation and performance
improvement

21. Evolution of Quality Management
QC
Products
Process
Systems
QM
QA

22. Quality Eras
1. Inspection Era
 Interchangeability of parts and Evenness
or uniformity
2. Quality Control Era
 Statistical Control and acceptance
sampling
3. Quality Assurance Era
 Total Quality control and ‘Zero defect’
4. Strategic Quality Management Era
 Customer focus and continuous
improvement

23. Evolution of Quality-(cont’d)
 1950’s Inspection and QC.
 1960’s Statistical Quality Control.
 1970’s Quality Assurance – QA.
 1980’s Total Quality Management.
 1990’s Strategic Leadership.
 2000’s Values Process.

24.  1700-1900 Quality is largely determined by
efforts of an individual craftsman.
- James Arkwright (1732) - invented Spinning Frames for
British Cotton Textile Industry;
- James Watt (1769) - ‘avoiding waste of energy & improving
the power efficiency & cost-effectiveness of steam engines’;
- Eli Whitney (1850) - the concept of interchangeable parts;
 Frederick W. Taylor - Work Methods
 Frank Gilbreth - Motion Study
 Lillian Gilbreth – workers’ psychology, i.e motivations of
workers and how attitudes affected the outcome of processes;
 So, all these practitioners can be considered as the people who
originated the idea of "eliminating waste."

25. ……cont’d
 1901 First standards laboratories established
in Great Britain.
 1915 -1919 WWI – British government begins
a supplier certification program.
 1910 - Henry Ford fashioned the first
comprehensive manufacturing strategy; i.e.
He took all the elements of a manufacturing system
(such as people, machines, products and etc.) and
arranged them in a continuous system for
manufacturing a ‘Model T’ automobile.

26.  1919 Technical inspection association is formed in
England: this later becomes Institute of QA.
 1900 – 1930 Henry Ford developed mistake-proof
assembly concepts, self-checking, and in process
inspection.
 1924 W.A shewhart introduces the control chart
concept in Bell Laboratories.
 1928 Acceptance sampling methodology is developed
and refined by H.F Dodge and H.G Romig.
 1946-1949 Deming was invited to give SQC seminars
to Japanese industry.
 1948 G. Taguchi studied experimental design.
 1950 Ishikawa introduced cause & effect diagram.

27.  1954 Joseph M.Juran is invited by the Japanese to
lecture on quality management & improvement.
 1960 The quality control circle concept is introduced in
Japan by K. Ishikawa.
 1961 National council for quality and productivity is
formed in Great Britain.
 1975-1978 quality circle grows to TQM movement.
 1987 ISO published the first quality systems standard.
 1989 The Journal of quality engineering appears.
 1995 many undergraduate programs require SQC.
 2000s ISO 9000:2000 standard is issued.

29. Meaning of Quality:
Consumer’s Perspective
 Fitness for use
 how well product or service
does what it is supposed to do
 Quality of design
 designing quality
characteristics into a product
or service
 A Mercedes and a Ford are
equally “fit for use,” but with
different design dimensions

30. Quality Characteristics
 Physical - length, weight, voltage, viscosity
 Sensory - taste, appearance, color
 Time Orientation - reliability, durability,
serviceability
 In a manufactured product, the customer as a
user recognizes the quality of fit, finish,
appearance, function, and performance.
 The quality of service may be rated based on
the degree of satisfaction by the customer
receiving the service.

31. 3-31
Meaning of Quality:
A Final Perspective
 Consumer’s and producer’s
perspectives depend on each other
 Consumer’s perspective: PRICE
 Producer’s perspective: COST
 Consumer’s view must dominate

32. 3-32
Fitness for
Consumer Use
Producer’s Perspective Consumer’s Perspective
Quality of Conformance
• Conformance to
specifications
• Cost
Quality of Design
• Quality characteristics
• Price
Marketing
Production
Meaning of Quality
Meaning of Quality

33. Quality products & services Customer Satisfaction
Customer satisfaction Survival
Customer satisfaction Competitiveness
Customer satisfaction Excellency