Dimensions of Quality: Garvin

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In 1987 David Garvin suggested that there were eight dimensions to quality. Lets briefly look at what was suggested.

Dimension 1: Performance

Does the product perform to its standards? Does the product do what it says on the box?

Dimension 2: Features

What additional benefits will be added to the product? Will they be they tangible or non-tangible benefits. For example this could be after sales service, or guarantees.

Dimension 3: Reliability

Is the product consistent. Will it perform well over its lifetime and perform consistently. Many brands have developed trust with customers because of the issue of reliability.

Dimension 4: Durability

How durable is your product. Will it last with daily use?

Dimension 5: Conformance

Does your product meet with any agreed internal and national specifications? For example safety regulations and laws.

Dimension 6: Serviceability

Is the product easy to service. Does the organisation offer enough service support.

Dimension 7: Aesthetics

Is the product appealing to the eye? Design is important for many products; the colour picked indicates certain things.

Dimension 8: Perceived Quality

What sort of quality perception does the marketing team want to convey in their marketing message? Will price charged reflect the quality of the product? What brand name is going to be used and does this convey any sort of quality perception.

Dimensions of quality

To summarise quality is a broad topic and covers many factors. An organisation has to build in all the above factor when building into quality into their product or service.