give an example of how a vacuum cleaner fulfills each of Garvin’s eight (8) dime
ID: 427206 • Letter: G
Question
give an example of how a vacuum cleaner fulfills each of Garvin’s eight (8) dimensions of quality.
1)Performance: Does it work as intended? 2) Features: Does it have other “bells and whistles”? 3)Reliability: How long will it last until I need to repair it? 4)Conformance: What the company might test to ensure the vacuum performs as intended? 5) Durability: How long will the product last until it reaches its useful life? 6)Serviceability: How long until the product is restored to its function if it breaks? 7) Aesthetics: How does the vacuum look? 8) Perceived Quality: What is my perception without information?
Explanation / Answer
Eight dimensions of quality were a concept created by David Garvin and can be used strategically for analysis of quality characteristics of a product.
The eight dimensions are:
1. Performance: refers to the main key operating features of a product. This involves measuring of the product attributes and ranking the brands according to the product’s individual features. Performance has been frequently been a source of constant dispute between the buyer and the seller; especially when the product deliverables are not clearly defined and are not within the specification. This may result in damages related to performance and can have adverse affect on the reputation of the brand or the profits of the company.
Taking the example of a vacuum cleaner; the main performance test of the machine would be to clean whenever and wherever necessary. If the vacuum cleaner is able to clean the surfaces like floor, furniture, upholstery etc. Without any damages to any of the surfaces and is hassle free in usage, then it is said to have a good performance as per Garvin’s eight dimensions of quality.
2. Features: Features are defined as extra or additional attribute in a product which might enhance the product appeal or might be more user-friendly.
Again, taking the example of a vacuum cleaner, if the cleaner has and additional feature of large vacuum bag or can clean wet surfaces or has steam cleaning feature or a simple warning whistle or a bell stating that the cleaning is completed, that will be an added feature and will fulfil the second dimension of Garvin’s eight dimensions of quality.
3. Reliability: In simple words, reliability is chance or possibility of a product failure within a specific time frame. This is one of the main attribute for the users who have the need for the product to work devoid of any failures. Reliability of a product is more important to a consumer because it might lead to down time at work and increase the after sales services and maintenance cost for the product.
In case of vacuum cleaner, the consumer should know that what is the running time of the machine before it will start asking for the maintenance. If the vacuum cleaner is reliable, then the machine will have a good runtime before it needs maintenance or repairs. If it will have a good after sales service and maintenance and repair costs are low, then the machine is said to be reliable, as per the third dimension of quality
4. Conformance: This fourth dimension describes the extent of product’s design and operating systems meeting the set standards. All services and products include set specifications when they are developed. These specifications help in making the product or service flawless like the material to be used or the measurement of the products or the standard operating procedures being used for the product and services. Apart from material and dimensions, product reliability, tolerance and other attributes are also to be maintained according to the specifications.
While checking the vacuum cleaner for Conformance, the business can focus on the accuracy of the cleanliness of the surface, if the buttons on the vacuum cleaner working as per their settings. The vacuum bag is not leaking or torn. Machine is working as per the one who is operating it and not deviating from the worker. Once the machine is switched on then there is no delay in its working. The machine’s working is flawless. If the vacuum cleaner passes all these tests, then machine passes the fourth dimension of quality as well.
5. Durability: Simply speaking durability refers to the duration of product’s life or the total time for a product to last without any repairs. Durability and Reliability are different from each other because durability of the product is a point after which it cannot be repaired. This happens when the repair costs are equivalent of buying a new product.
The vacuum cleaner can be said to be durable if it has long working life and the repair and maintenance of the machine are less than the cost of the machine itself.
6. Serviceability: The ease at which the consumer can get the repairs and services is known as serviceability. It might include the ease of reaching service centre, response from the service team worker, ease of getting appointment, ease of getting spare parts, if service worker is able to help the consumer, down time before the product is up and running are some features which come under this dimension. If the services are prompt, service workers are willing to listen and are consumer friendly, speedy complaint handing results in lesser downtime, then the consumers will happily take up the product.
In case of the vacuum cleaner also, consumers will be eager to know the downtime, before the machine is up and running, ease of its maintenance, ease of getting its spare parts will be deciding factors. If the conditions are fulfilled by the machine, then it will also fulfil the sixth dimension of quality
7. Aesthetics: This dimension refers to look, sound, feel, smell or taste of a product. Although it will definitely rely on user’s personal tastes, but still there might be certain features in a product which might be appealing to the masses as a whole. A faulty or a defective machine reduces the aesthetic appeal of a product.
For example, vacuum cleaner should have an aesthetic appeal and should be appealing to the eyes. It should not be an eye sore to the people who are looking at it. If the vacuum cleaner is beautiful, have vibrant colours, looks appealing then it fulfils the seventh dimension of quality.
8. Perceived Quality: Reputation of a product or a brand is main criteria of perceived quality. The quality of product might be perceived due to the brand’s quality products of the past. Presumptions about the quality of the product might be inferred from different tangible and non-tangible resources like visit to showroom or a word of mouth from family or a friend.
If I am to buy the vacuum cleaner, then I should have perceived quality of product. I might have seen it somewhere or the brand is appealing or I have heard it from my family or friends who are using it. If I have a perceived that the product is good or bad without even using the product, then the eighth dimension of quality is fulfilled
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.