What is quality? Definition and examples

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.”

When we refer to ‘people of quality’ we usually mean people of high social standing. However, the term, with this meaning, is less common today than in the past.

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 ISO 8402-1986 standard defines quality as:

“The totality of features and characteristics of a product or service that bears its ability to satisfy stated or implied needs.”

ISO stands for International Organization for Standardization, an international standard-setting body. ISO consists of representatives from several national standards organizations.

International standards, such as those developed by ISO, play a crucial role in facilitating global trade by ensuring that products meet consistent levels of quality, regardless of where they are produced.

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.

Quality in business

In business, manufacturing, and engineering, the term has a pragmatic interpretation as the superiority or non-inferiority of something. It also refers to a product as ‘fit for purpose,’ while at the same time satisfying consumer expectations.

Quality is mostly a subjective and perceptual attribute. Different people may not have the same understanding of the meaning of the term.

Product quality — In a SlideShare presentation, Arpan Garg says: “The Importance of product quality can be seen through two sides: 1. For companies: This is because, bad quality products will affect the consumer’s confidence, image and sales of the company. It may even affect the survival of the company. 2. For consumers: They are ready to pay high prices, but in return, they expect best-quality products. If they are not satisfied, they will purchase from the competitors.” (Image data: slideshare.net/gargarpan/)

Customer’s and producer’s interpretation

Wikipedia says the following regarding customers’ and producers’ perception of the word:

“Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace.”

“Producers might measure the conformance quality, or degree to which the product/service was produced correctly. Support personnel may measure quality in the degree that a product is reliable, maintainable, or sustainable.”

In this context, the word ‘consumer‘ means the same as ‘customer‘ (this is not always the case).

Quality management

In business, there are many aspects to quality. It may refer either to goods or services. The key aspects of how good or ‘fit for purpose’ goods are, are rooted in the concept of quality management, which covers four areas:

1. Quality planning

This is a means of developing the goods, systems, and processes required to meet consumer expectations. In many cases, the producer tries to exceed them.

2. Quality assurance or QA

QA is a program for the systematic monitoring of all aspects of production, a project, or a service. The aim is to make sure that the producer and what the producer makes meet the required standards.

3. Quality control or QA

QC is a system in manufacturing of maintaining standards. Here, the focus is on the finished product, i.e., making sure it is defect-free and meets specifications and standards.

While QC focuses on what happens after the producer makes the product, QC focuses on what happens before completion.

4. Quality improvement or QI

QI is the systematic approach to the elimination of waste and losses in the production process. Sometimes, it also includes the reduction of waste and losses. QI involves weeding out what is not working properly, and either improving it or getting rid of it.

Measuring quality

Measuring quality can be challenging, as it involves both objective data and subjective experiences. Here’s a step-by-step guide to help you effectively evaluate the quality of your products or services.

1. Set Your Standards

Begin by defining what quality means for your product or service. What are the essential attributes that it must possess to meet or exceed customer expectations? Whether it’s durability, efficiency, accuracy, or user satisfaction, having clear standards is essential for effective measurement.

2. Do Some Digging

Before making any judgments, gather relevant data. For products, conduct rigorous testing under various conditions to evaluate performance. For services, monitor the efficiency, accuracy, and consistency of delivery. This initial investigation helps identify potential issues and areas for improvement.

3. Crunch Some Numbers

Quantitative data is a powerful tool for measuring quality. Track metrics such as:

Durability: How long does the product last under normal use?
Reliability: How often does the service meet its objectives without failure?
Performance: How quickly does the product or service respond to user needs?

These measurable factors provide a solid foundation for assessing quality.

4. Gather Opinions

Numbers alone don’t tell the whole story. Collect feedback from customers, employees, or other stakeholders. Personal experiences can reveal insights into quality that metrics might miss, such as ease of use, customer satisfaction, or areas where the product or service exceeds expectations.

5. Benchmark

Benchmark your product or service against competitors or industry standards. How does it stack up? Are there areas where your offering outperforms others, or where it falls short? This comparison helps you understand your relative position in the market and identify opportunities for improvement.

6. Online Recon

Customer reviews and online feedback are invaluable for understanding how your product or service is perceived in the real world. Analyze reviews to identify recurring themes, both positive and negative, and use this information to guide quality improvements.

7. Stay Updated

Quality is not a one-time achievement but an ongoing process. Regularly review your products or services to ensure they continue to meet evolving customer needs and industry standards. Implementing periodic quality checks helps maintain and improve the standard over time.

8. Use the Right Tools

Employing the right tools and methodologies can streamline your quality measurement process. Tools like customer satisfaction surveys, performance tracking software, and quality management systems can provide structured ways to gather and analyze data.

9. Look for Recognitions

Certifications, awards, and other recognitions can serve as benchmarks for quality. If your product or service has received industry recognition, it’s a good indication that it meets high standards. These accolades can also be valuable marketing tools.

10. Balance Cost with Quality

Quality often comes at a price, so it’s important to find the right balance. Consider whether the level of quality justifies the cost, both for you and your customers. Sometimes, the best solution lies in finding a sweet spot where the quality is good enough to satisfy customers without unnecessarily inflating costs.

Video – What is Quality?

This educational video explains what ‘Quality’ is using simple and easy-to-understand language and examples.