Question

1. It has been suggested that products and services have multiple dimensions of quality. Products are described has having 7 dimensions and services are described as having 5 dimensions. Choose your favorite product AND service and walk us through each dimension as you see it.

Answer 1

David A. Garvin lists the eight quality dimensions. On applying these quality dimensions to my favorite product – Television and favorite service – Taxi, the following inferences are made.

Performance – This quality aspect is related to the picture quality of the television and the sound effects provided inbuilt in the television set. The smart features inbuilt in the television set and the longevity of the picture tube also forms a measure of performance. In the case of a taxi service, the performance is related to the driver performance in reaching the destination by time (pick up and drop). The other features like AC, Music, Videos, magazines, water bottles etc. can be used to measure the performance of taxi service.

Reliability – When a television works without any interruption in picture and sound or getting repaired, it reflects the reliability of the television. This quality dimension increases the trustworthiness and dependability of the television. In the case of a taxi service, safety, treating customers with respect, transparency in billing etc. develops the reliability among the customers.

Conformance – A television conforms to the quality standards established. A customer checks for quality standards and energy ratings of the television to check for the conformance dimension of quality. A customer checks the customer reviews in the case of taxi service.

Durability – When a television works without any repairs for a period of 10 years, it is considered durable. This does not apply to the taxi service

Serviceability – This quality dimension refers to the quick response by customer care of the television brand in case of repairs, break downs and other customer services. In the case of taxi service, this dimension is very important referring to the customer service provided by the company, driver service, technology service and other value-added services provided to the customers.

Aesthetics – A television must look attractive as it forms the main source of attraction in the living room. The artistic attraction is essential in a television set. The aesthetics of a taxi and the attractiveness of the automobile are critical dimensions in the quality of taxi service.

Perceived quality – Customers perceive about the television quality in their mind and associate television brands with quality as these companies have built this reputation over the years. This dimension also applies to taxi service with a customer choosing the taxi service based on their previous experience with the company. This plays a major role in selecting a taxi service provider.