CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION

CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION CONCEPTS OF QUALITY AS SEEN FROM DIFFERENT PERSPECTIVES AND QUALITY EVALUATION

THUONG MAI UNIVERSITY FACULTY OF ENGLISH

BUSINESS ENGLISH 2.2

TOPIC 1: CONCEPTS OF QUALITY AS SEEN FROM

DIFFERENT PERSPECTIVES AND QUALITY

EVALUATION

Supervisor: Nguyễn Thị Bích Ngọc Group: 8

Members: Bùi Thu Phương Nguyễn Thị Thảo Trần Thị Lệ Quyên Nguyễn Thị Thơi

Vũ Thị Phượng

OUTLINE

I OVERVIEW

II QUALITY PERSPECTIVE FROM DIFFERENT PERSPECTIVES

1 The marketing manager

2 Quality auditors

3 The end-user

III QUALITY EVALUATION

1 Definition and roles of quality evaluation

2 Process of quality evaluation

IV CONCLUSION

I Overview

1 Quality

 What is quality?

- Quality refers to how good something is compared to other similar things In other words, its degree of excellence When used to describe people, it refers to a distinctive characteristic or attribute that they possess In this sense, we can also use the term for things If I think that Mary‟s best attribute is her honesty, I can say “Mary‟s best quality is her honesty”

In business, especially manufacturing, it is a measure of excellence In this context, it can also refer to a state of being defect-free

The term contrasts with the word “quantity” When somebody says „how much,‟ we think about quantity If they say „how good,‟ on the other hand, we think about quality

- Besides, quality means “Performance upon expectations” and “Fit for functions.”

A product is said to be of good quality if it satisfy the customer requirements in terms

of performance, grade, durability, appearance and intended use/purpose, etc

The word “Quality” has variety of meanings and definitions which are mentioned below :

+ Fitness for use/purpose: The component is said to be posses good quality, if it

works well in the equipment for which it is meant In other words, the product should

be suitable for the intended use/purpose Thus it is defined as fitness for purpose For example: A gear utilized in sugarcane juice extracting machine might not possess good quality surface finish, tolerance and accuracy as compared with the gear utilized

in the top stock of a lathe

But still it may be considered of good quality if it works satisfactory in the juice extracting machine Therefore, the quality is defined as “the fitness for use/purpose” at the foremost economical level

+ Conformance to requirements: It is the ability of the material/component to perform

satisfactory in the application for which it is intended by the user Quality of a product, thus, means conformance to customer‟s requirements This is Manufacturing-based definition

Grade: It is a distinguishing feature or grade of the product in appearance,

performance, life, reliability, taste and maintainability etc This is generally called as quality characteristics

+ Degree of Excellence: It is a measure of a degree of excellence at a suitable price

and control of variability at a suitable cost This is often Value-based definition

+ Degree of preference: It is the degree of to which a particular product is preferred

over competing products of similar grade, supported comparative test by customers, normally called as customer‟s preference

+ Measure of fulfillment of promises: The Quality of a product may be a measure of

fulfillment of the guarantees made to the purchasers/users

+ British Defence Industries Quality Assurance Panel: Quality is conformance to

specifications

+ Definition by ISO: The totality of features and characteristics of product or service

that bear on its ability to satisfy stated or implied needs revolving around customer

2 Quality and quantity

Quality is a measure of excellence or of a state of being It describes something, either of how it was made, or how if is as compared to others Quantity, on the other

hand, is the extent, size, or sum of something It is countable or measurable, and can be expressed as a numerical value

Quality and Quantity are two terms that one often comes across, especially in business, research, physics, and even in everyday life The main difference between quality and quantity is the fact that quality refers to the characteristic or feature of something, whereas quantity refers to the numerical value of something

Quality is subjective, whereas quantity is not Quality is subjective to each individual‟s opinion One person might think that something is of great quality, whereas another might think that it is of low quality However, one cannot dispute quantity If there are five things, then there are five things One cannot claim that there are four or six

Basically, quality is a measure of excellence or of a state of being It describes something, either of how it was made, or how if is as compared to others Quantity, on the other hand, is the extent, size, or sum of something It is countable or measurable, and can be expressed as a numerical value

In business, there has been a continuous discussion on the basis of Quality vs Quantity There are many bosses or managers who focus on quantity as opposed to quality of work While, there are others who want both quality and quantity in the shortest amount of time possible There are very few that prefer quality over quantity

 What does “quantity over quality” mean?

Quantity of a work is more important than the quality of a work Quality over quantity favors innately superior things over larger quantities of inferior things; even when it means having less of the superior thing It applies to the tangible, as well as the intangible For example, one‟s preference for quality might be exhibited through approaching things with optimal effort vs without care

3 The importance of quality

Quality is an important dimension of production and operations management It is not sufficient to produce products/goods or services in the right quantity and at right time; it is important to ensure that the goods/items and services produced/provided are

of the right quality

The consumer of the final product of company/organization requires a certain quantity

of products of requisite quantity as per his requirements Without quality, the other dimensions of quality and time have little rather no relevance

The lives of human beings are effected to a great extent by the quality of products and services Quality failures may and would result in serious human inconveniences, wastage of money and sometimes loss of life

In the early twentieth century, consumers/users were expected to pay extra for quality However in the present day competitive business market quality is no longer

an option In other words, it is a positive need without which the survival of an organization is not possible

 With above statement, people want to confirm the importance of quality:

 Firstly, quality is the best way to increase competition and attract customer

 Quality product helps to maintain customer satisfaction and loyalty

 Reduce the risk, loss of replacing faculty goods

 Quality influences yours reputation

 Quality makes the customers continue to buy from you in the future

 Quality product makes an important contribution to long-term revenue and profitability

4 Quality evaluation

 Core definition: Evaluation (of quality or standards) is the process of examining and passing a judgment on the appropriateness or level of quality or standards

 Explanatory context: Quality evaluation may be undertaken internally or externally External evaluation is a process for undertaking an independent evaluation

* Note: evaluation is often used in a generic way to mean any kind of review of

quality or standards, irrespective of any evaluative judgement being passed It is even used as shorthand for external quality evaluation In some settings evaluation is used

to encompass all forms of quality assurance other than accreditation

Currently, counterfeiting, counterfeit goods, poor quality goods is one persistent problem of society It brings to society many negative consequences: not as small as affecting health, consumer finance It is important and essential to evaluate quality product

II Quality perspective from different perspectives

1 Marketing manager

A marketing manager is someone who manages the marketing of a business or product They can be responsible for several services or products, or be in charge of a single product A marketing manager needs to have an outgoing, gregarious, and spontaneous nature In concert with these traits, they need to be highly focused,

detail-oriented, and very conscientious of meeting budget restraints and timeliness

Marketing managers have a variety of responsibilities, such as putting together estimates and budgets for marketing campaigns, submitting them for approval, working with advertising agencies, being involved in negotiations, preparing sales and advertising contracts, and reviewing advertising material such as print material, TV commercials, and online advertisements

 Responsibility of a marketing manager:

 Have responsibility for evaluating consumer research, market conditions and competitor data

 Under huge pressure of customer expectations and customer satisfaction in quality

 Set up a focus group to observe how and why people use the products

 Test out whether various features of product

The duties of a marketing manager can vary by company and by industry However, most marketing managers share some common responsibilities

Marketing managers are responsible for the visual quality of a product when it is made available to the public If the quality of the marketing campaign is good, it will bring efficiency to the company Finally, for a marketing manager, quality is the achievement they make when reaching customers If the recognition is high and viral

is wide, the coverage of the product will be large leading to positive consumption

2 Quality auditor

 What is “quality audit”?

Quality audit can easily understand as the official process which we re-test the quality and safety of products to ensure that they meet the company's expected standards before they reach consumers‟ hand

The quality auditor is the person who monitors the quality of the products or services They create testing parameters for products and services, develop quality control procedures, perform audits, and oversee quality control teams They may be employed

in various sectors, including manufacturing, food and beverages, or IT

 The responsibilities of a quality auditor in a company

In a business, the role of a quality auditor is very important because he/she has to take a big mount of tasks and responsibilities They are the responsibilities for the quality and safety of products and services Before reaching customers‟ hand, all the parameters of the products are carefully checked and if there is any error, they will be adjusted to conform to established standards Below are some main tasks that a quality auditor needs to take in a company to ensure the quality of the products:

 Developing and implementing quality control audit plans:

 Identifying testing parameters for products

 Evaluating production stages and testing the composition, appearance, and functionality of completed products

 Assigning team members to quality audits and overseeing their work

 Training employees on quality standards and procedures

 Ensuring that products comply with industry standards

 Documenting defects and recommendations for improvement

 Preparing and presenting quality audit reports to senior management

 Keeping abreast of industry standards and regulations

 Things need to be a good quality auditor

To get the best products, a company needs to have good quality auditors Therefore,

to have a good quality, a staff need to plan specifically for inspection and supervision

 Schedule regular audits:

An audit process should not occur suddenly, a quality auditor should schedule periodic audits to supervise the producing process which allow staffs to prepare carefully for the document, data,… of the products In other hand, a sudden audit process will confuse the employees, which will adversely affect work efficiency

 Determine the scope of the audit:

A quality auditor need to properly define the part to be monitored and checked This thing is very necessary They should concentrate on the fields that are highly at risk They need to check the working process of the staff to find out the inefficiencies and then find solution to cover them There‟s also an important thing that the test criteria

be consistent with the company's growth

 Conducting the audit:

While the quality audit process takes place, a close coordination of quality auditors

is in the need The quality auditors will one by one take responsibility for one step, they check the efficiency, safety,… of each step And then at the end of each audit, the results are aggregated in a report The group of the quality auditors will work on to discuss the problem and find the solution (if have)

 Reporting on the audit:

The report is the synthesis of the results of quality audit Quality auditors should provide correctly the information, data, document… that they had check Moreover, they also need to highlight the successes of the working team to motivate the employees

Above all, I‟ve show you about the quality auditor I hope my presentation will help to know better how a quality auditor work in an enterprise

3 Concept of "Quality" from the perspective of the end-user

 The viewpoint of end-user:

"Quality is the conformance to the requirements and the intended use and the satisfaction of the consumer"

According to this approach, the characteristics of the product that meet the needs of the customer are considered product quality The level of demand satisfaction is the basis for assessing product quality Here, product quality does not need to be the best

or the highest, it just needs to be suitable and meet the needs of consumers Not only that, for product or service features, we all know that some of the products that people buy are intended to meet usability requirements rather than functional properties So requirements are the most important thing to evaluate the quality of a product or service

This quality approach is business, it depends on the perception of the customer Business is always dependent on consumer needs The advantage here is that company can sell appropriately in each different market If company apply this viewpoint accurately and flexibly to each different case, we will see that products will be consumed strongly in the markets where customers have demand and are able to satisfy their needs

Customers' requirements for products or services are usually: good, beautiful, durable, long-term, convenient, and affordable A product or service that does not meet the needs of the customer is considered poor quality High or low quality rating must be based on the consumer point of view For the same use purpose, the product which satisfies higher consumer demand is of higher quality Therefore, products and goods need to be improved, renewed on a regular and timely manner in order to best satisfy the needs of consumers This is also a great difficulty that manufacturers and traders have to find answers and orient for business by themselves

From the perspective of the customer, Product quality must be demonstrated through the following factors:

 The perfection of the product: this is the factor to help us distinguish one product from another often expressed in terms of the standards it meets This is also the minimum that every companies must provide customers through its products

 Price: the cost to manufacture the product and the cost to buy and use it People often call this the price to satisfy demand

 Timeliness: showing both quality and time

 Suitable for specific consumption conditions: products can only be considered quality when they are suitable for specific consumption conditions Companies must pay attention to this when launching products into different markets to ensure business success

In fact, in production and business, if not paying enough attention to the above factors, it will lead to enormous and serious damage

 The above conceptions show that quality is always considered in the relationship and closely depends on market factors The definitions of the quality of products and services are aimed at satisfying the needs of customers under certain specific conditions This approach helps businesses achieve their goals of customer satisfaction, consolidate the market and achieve sustainable long-term success in financial indicators

III QUALITY EVALUATION

1 Definition and roles of quality evaluation

 Definition of quality evaluation

Evaluation is a systematic determination of a subject‟s merit, worth and significance, using criteria governed by a set of standards

Quality evaluation is the process of examining and passing a judgment on the appropriateness or the level of quality

 Roles of quality evaluation

Quality evaluation provides the information on the improving a product or a process

It helps show the error and inappropriate point of a product or a process based on the standards set by experts Therefore, the improvement will be easier, faster and ensuring accuracy after finishing By continuously improving products to achieve the best, this help meet the needs of users

Quality evaluation provides the information of short-term effectiveness or long-term impact to deciding the adoption of a product or a process It helps predict what will happen to avoid during the finishing process It also helps save time, effort and money when creating a product or a process

Quality evaluation can fulfil a variety of roles in the quality assurance process, including acting as part of the quality assessment process or as a structure for devising quality enhancement plans By providing activities that require recorded outputs, evaluation can produce documentary evidence of assumptions, processes and outputs These provide a rich source of evidence for quality assurance and assessment purposes and are of value to seek recognition for product quality

Quality evaluation is designed to contribute to quality enhancement procedures It is

an important procedure to recognize the quality of a product or a process One example of this would be to evaluate a new product before launching market It needs

to be through an evaluation process to ensure quality as well as be recognized in the market

Quality evaluation contributes to the traditional notion of quality as excellence This allows widespread innovation and improvements to quality, in marked contrast to the implicit and tacit expertise that frequently remains with the early adopters within communities What makes evaluation particularly relevant in the context of quality assurance is the importance of sound procedures and documentary evidence for decision making

2 The indication of product quality evaluation

It is well known that nowadays, clients expect high quality of purchased products and therefore, companies have to able to measure and evaluate the quality of products they supply, trying to see the measure in which those satisfy costumer’s needs and expectations The quality level of products can be measured using many indicators

 Features of the products function

What is the product supposed to do and what should it be used for? Each product has different the feature of the product function It is necessary to create outstanding function to compete with the same kind of products in the market because customers always look for products which have various functions to satisfy their demand

 The safety of the products

The tests of the safety of the products can include mechanical, physical, electrical, chemical and flammability tests These can evaluate product energy efficiency, reliability and durability, that is, the product should continue to work as intended over

an appropriately long period of time In particular, about the mechanical properties, physical, chemical properties such as size, structure, composition, it is important to answer some questions such as What materials is the product made from?; What does the product contain?; Where is the product made from? How is the product made, stored and used safely? etc

 Performance and stability

How to evaluate performance and stability of product? It includes: No severity 1 bugs are present (or whatever categorization you use); Product performs according to the established metrics (page load time, number of concurrent sessions, etc); The product is stable and doesn‟t crash or hang; New features didn‟t break any of the existing functionality

 The aesthetic criteria of the product

Aesthetics of product is a valuable element because many consumers purchase not only a product but also value and experience Consumers‟ inferring of product design

is mainly related to how they are in an interaction with the product The concept of visual product aesthetics usually plays a basic role for ideas about the sensory character of the products Furthermore, visual aesthetics is a one of the most important factors affecting consumer perception in many ways An outstanding product design helps to distinguish products from its competitors and enables to make a difference in the market Besides, product design can affect people's quality of life positively

 Environmentally Friendly

The materials it contains: Eco-friendly products usually contain material that's been recycled, material that's easily recycled, or material gathered from a natural source, like bamboo, which is easy to replace and minimally damaging to harvest Environmentally friendly products avoid toxic chemicals known to cause harm

The way it's produced: An environmentally friendly product can be made in a facility powered by solar power, for example, or in a building designed to use the least amount of water possible

The manner it's used: Products might encourage environmentally conscious behaviors

in consumers Reusable water bottles, for example, help people avoid buying one-use plastic water bottles, which can clog landfills if not recycled

 The reliability

Reliability is the probability that a product or equipment will perform satisfactorily for a given time under normal conditions of use So reliability is related to quality but

it is something more than that Quality is concerned with the initial performance of a product or a service whereas reliability is related to the continuation of performance over a period of time.A product having better performance initially may fail to provide the same performance later on In such a case a product is not considered reliable Hence, the manufacturers should produce not only quality products but also reliable products

Whether a product is reliable or not depends on the probability of its failure during a given period and the time span for which it provides the rated performance To improve the reliability of products; data/information related to failures during a given period of time is collected; analyzed and corrective actions are taken The measurement of reliability depends on the type of products The conditions of use of

the product are also to be taken into consideration while measuring the reliability of a product A product if not used properly or if it is not well maintained its useful life may be shortened and its reliability may decrease

 Price and Life Cycle Costs

For products of similar specifications and quality, price becomes a key consideration Life cycle costs include productivity savings, operating costs, maintenance costs and residual values as well as initial purchase price

When evaluating products some companies make detailed evaluations of life cycle costs, because they realize that during the life of the equipment it may actually incur costs few time the initial price of the equipment, in the form of operating costs and maintenance costs

Customers want to pay small or suitable money, and company wants to find out the cheapest or the most suitable price As a result, company wants to survive in the competitive market, they must have suitable cost and price campaign

 Others:

- Ease of transport and storage

- Saving fuel consumption, energy

- Ease repair

- Ease of use

IV CONCLUTION

In the past two decades the quality gap has been significantly determined between competitive products and services Many countries have progress the values of quality

in order to meet up customer demands and global standards The clarifying concept of quality helps practitioners to position their quality management practices It explains how to reduce uncertainty in improving the quality of the products, ultimately to achieve competitive advantage In recent years, the product quality evaluation has been more and more focused on Through the product quality evaluation results, it is beneficial for the enterprises to better control the weak links in the existing product quality system and provide a reference for improving the product quality Product quality evaluation will provide an important basis for product quality improvement and play a certain role in improving product quality and improving customer satisfaction in manufacturing enterprises