Consider also that the relative importance of the 8 dimensions of quality will vary as the product evolves. That is new, innovative technology first competes on the level of performance. Once every competitor reaches performance parity (or close enough that consumers don't care about the difference), competition moves to reliability. Again, when parity is reached (or consumer indifference), competition moves to convenience. When parity or indifference is reached, the product is now a commodity that competes on price.
The only way to avoid commodity status is to reinvent the product to go back to competing on performance.
Notice that bicycles primarily compete on convenience except for racing niches that compete on performance. Laptops also have progressed into convenience, almost commodity status. That is why we see the innovations in netbooks, iPads, eReaders, etc. But note how quickly some of these have progressed through the levels (i.e., netbooks).
Garvin's 8 dimensions fit neatly into these categories:
Performance:
Reliability
- Reliability
- Durability
- Conformance
- Perceived Quality
Convenience
- Features
- Serviceability
- Aesthetics
Commodity
As you identify the 8 dimensions that relate to laptops and bicycles consider this. Note: even when you progress through these stages the dimensions of a prior stage do not lose importance, they are now expectations. However, some companies progressed past the level of indifference and can successfully cut back to reduce cost without losing competitiveness. A hypothetical example: A notebook manufacturer reduces the size of a hard drive from 500 TB to 5 TB. Since most people would never use 2 TB, you can successfully reduce cost without disturbing your customer base unless you go too far.