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1
Module 1Module 1
Introduction to Quality
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Modern Importance of QualityModern Importance of Quality
“The first job we have is to turn out quality merchandise that consumers will buy and keep on buying. If we produce it efficiently and economically, we will earn a profit, in which you will share.”
- William Cooper Procter
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Quality Assurance ...is any action directed toward providing
customers with goods and services of appropriate quality.
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History of Quality Assurance (1 of 2)History of Quality Assurance (1 of 2)
• Skilled craftsmanship during Middle Ages
• Industrial Revolution: rise of inspection and separate quality departments
• Statistical methods at Bell System (Inspection Department)
• Quality control during World War II (Resource Shortages)
• Quality management in Japan (Kaizen)
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History of Quality Assurance (2 of 2)History of Quality Assurance (2 of 2)
• Quality awareness in U.S. manufacturing industry during 1980s: “Total Quality Management” (CBS VP Quote: Hanged)
• Malcolm Baldrige National Quality Award (1987)
• Quality in service industries, government, health care, and education
• Current and future challenge: Keep progress in quality management alive
• “Quality is Free” ~Philip Crosby
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Contemporary Influences on Quality
• Partnering• Learning systems• Adaptability and speed of change• Environmental sustainability• Globalization• Knowledge focus• Customization and differentiation• Shifting demographics
American Society for Quality (ASQ)
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Foundry Research on Quality
• Competitive Advantage (Powell, 1995; Flynn et al., 1995)– Open culture, employee empowerment, executive
commitment
• TQM Systems (Hackman & Wageman, 1995; Anderson et al., 1994)– Motivation, learning, and social systems
• Service quality (Pitt et al., 1994)– Customer focus, consumer satisfaction
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Definitions of QualityDefinitions of Quality
• Transcendent definition: excellence• Product-based definition: quantities of
product attributes• User-based definition: fitness for intended
use• Value-based definition: quality vs. price• Manufacturing-based (Little Q) definition:
conformance to specifications
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Quality PerspectivesQuality Perspectives
CustomerCustomer
DistributionDistribution
productsproducts and and servicesservices
needsneeds
transcendent &transcendent &product-basedproduct-based user-baseduser-based
manufacturing-manufacturing- basedbased
value-basedvalue-based
MarketingMarketing
DesignDesign
ManufacturingManufacturing
Information flowInformation flowProduct flowProduct flow
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Customer-Driven QualityCustomer-Driven Quality
• “Meeting or exceeding customer expectations”
• Customers can be...– Consumers
– External customers
– Internal customers
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Customer-Driven QualityCustomer-Driven Quality
• Which is better Quality?
• Quality is determined by what a customer wants, or what provides greatest utility
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Total Quality
• People-focused management system• Focus on increasing customer satisfaction
and reducing costs• A systems approach that integrates
organizational functions and the entire supply chain
• Stresses learning and adaptation to change• Based on the scientific method
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Principles of Total Quality
• Customer and stakeholder focus• Participation and teamwork• Process focus and continuous
improvement
...supported by an integrated organizational infrastructure, a set of management practices,and a set of tools and techniques
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Total Quality
• Is TQM dead?• Focus on Sig Sigma, Lean/Efficient Mfg• Big Q versus Little Q• Overemphasis on Little Q
“No, TQM isn’t dead.TQM failures just prove that bad management is still alive and kicking.”
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Customer and Stakeholder Focus
• Customer is principal judge of quality• Organizations must first understand
customers’ needs and expectations in order to meet and exceed them
• Organizations must build relationships with customers
• Customers include employees and society at large
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Participation and Teamwork• Employees know their jobs best and therefore,
how to improve them (Quality as a Mantra, Firm MO*)
• Management must develop the systems and procedures that foster participation and teamwork
• Empowerment better serves customers, and creates trust and motivation
• Teamwork and partnerships must exist both horizontally and vertically
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Process Focus and Continuous Improvement
• A process is a sequence of activities that is intended to achieve some result
iphone Evolution
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Continuous Improvement • Enhancing value through new
products and services• Reducing errors, defects, waste,
and costs• Increasing productivity and
effectiveness• Improving responsiveness and
cycle time performance
“Quality is a race without a finish line.”- David Kearns
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Deming’s View of a Production System
Suppliers ofmaterials and equipment
Receipt and test of materials
Design and Redesign
Consumer research
ABCD
Production, assembly inspection
Tests of processes, machines, methods
Distribution
Consumers
INPUTS PROCESSES OUTPUTS
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Learning• The foundation for improvement …
Understanding why changes are successful through feedback between practices and results, which leads to new goals and approaches
• Learning cycle:– Planning– Execution of plans– Assessment of progress– Revision of plans based on assessment findings
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Infrastructure, Practices, and Tools
Leadership Strategic HRM Process Data and information Leadership Strategic HRM Process Data and information Planning mgt. managementPlanning mgt. management
Performance TrainingPerformance Training appraisalappraisal
Trend chartTrend chartToolsTools
PracticesPractices
InfrastructureInfrastructure
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TQ Infrastructure
• Customer relationship management• Leadership and strategic planning• Human resources management• Process management• Data and information management
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Competitive AdvantageCompetitive Advantage
• Is driven by customer wants and needs• Makes significant contribution to business
success• Matches organization’s unique resources with
opportunities• Is durable and lasting• Provides basis for further improvement• Provides direction and motivation
Quality supports each of these characteristics
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Quality and ProfitabilityQuality and Profitability
Improved quality of design
Higher perceived value
Increased market share
Higher prices
Increased revenues
Improved quality of conformance
Lower manufacturing and
service costs
Higher profitability
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Government Accountability Office (GAO) TQ Model
Product andservice quality
Customersatisfaction
Leadership for continuous improvement
Quality systems andemployee involvement
Competitiveness
Organization benefits
Reliability
On-time delivery
Error/defects
Overall satisfaction
Customer retention
Complaints
CostsCycle timeTurnoverSatisfaction
Safety & health
Productivity
Market share
Profits
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Three Levels of Quality
• Organizational level: meeting external customer requirements
• Process level: linking external and internal customer requirements
• Performer/job level: meeting internal customer requirements
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Quality and Personal ValuesQuality and Personal Values
• Personal initiative has a positive impact on business success
• Quality begins with personal attitudes
• Quality-focused individuals often exceed customer expectations
• Attitudes can be changed through awareness and effort (e.g., personal quality checklists)
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Quality MantraQuality Mantra
“The bitterness of poor quality remains long after the sweetness of low price is forgotten.” ~ Benjamin Franklin