8 Dimensions of Product Quality according to Garvin

S

sawataq

#1
Hi to all,
I would like to ask for your help.
I have a project for the university about the 8 dimensions of quality according to Garvin. I need to specify the 8 dimensions for a laptop and for a bicycle.
Thank you very much, in advance.:D
 
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George Weiss

#2
Re: 8 dimensions of product quality

Hello,

A first comment:
[Search]ing Elsmar for 8D attachments finds many forms, docs, XLS and other @
.

Garvin’s 8 Dimensions in [Product] Quality:
  1. Performance
  2. Features
  3. Reliability
  4. Conformance
  5. Durability
  6. Serviceability
  7. Aesthetics
  8. Perceived Quality
Are you asking for the answers to each of these for your assignment?

Wouldn’t the answers be very different for different models of each?
Are you looking for how to evaluate each dimension?
.
[FONT=Arial, Helvetica, sans-serif]Garvin: Managing Quality (1988)[/FONT]
The eight dimensions of product quality according to Garvin:
1. Performance or the primary operating characteristics of a product or service.
Example: for a car: it is speed and acceleration. For a restaurant: it is good food.

2. Features or the secondary characteristics of a product or service.
Example: for a restaurant: it is linen tablecloths and napkins.

3. Conformance or the match with specifications or pre established standards.
Example: for a part: it is whether this part is the right size. For a restaurant: it is whether the meat is cooked according to your request (e.g. "medium rare").

4. Durability or product life.
Example: for a light bulb: it is how long it works before the filament burns out.

5. Reliability or the frequency with which a product or service fails.
Example: for a car: it is how often it needs repair. For an airline: it is how often flights depart on schedule.

6. Serviceability or the speed, courtesy and competence of repair.
Example: for a car: it is how quickly and easily it can be repaired and how long it stays repaired. For a mail order house: it is the speed and courtesy with which an overcharge is corrected.

7. Appearance / aesthetics or fits and finishes.
Example: for a product or service: it is its look, feel, sound, taste or smell.

8. Image / perceived quality or reputation.
Example: for a product or service: it is the positive or negative feelings people attach to any new offerings, based on their past experiences with the company.​
 
Last edited by a moderator:

ScottK

Not out of the crisis
Staff member
Super Moderator
#3
Re: 8 dimensions of product quality

Hi to all,
I would like to ask for your help.
I have a project for the university about the 8 dimensions of quality according to Garvin. I need to specify the 8 dimensions for a laptop and for a bicycle.
Thank you very much, in advance.:D
Hi sawataq.

why don't you take the good info that George has provided, work up what you think dimensions are, then run it by us for comment and advice.
 
S

sawataq

#4
:thanx:

I want to thank both of you for your help.

I will let you know about the 8 quality dimension I chose for the 2 products that I'm studing.

Hope I can help you in the future:D
 

Miner

Forum Moderator
Staff member
Admin
#7
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:

  • 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.
 
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