CTD 461 Lecture 2: CTD 461 Chapter 2 Notes

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Clothing, Textiles and Interior Design
CTD 461

CTD 461 Chapter 2 Notes Linking products, quality, and customers Quality Product • A quality product is one which meets or exceeds our expectations for its performance over its expected lifetime Quality • What is quality? • Why is it important? ➢ Consumers use quality to make decisions o High quality – consumers more likely to purchase ➢ Globalization o Increased competition o Products vary ➢ Varying quality o Challenge to consumers to differentiate o Depend on experts Approaches/Perspectives • Holistic perspective • Product perspective • Producer perspective • Consumer’s or user’s perspective • Value-based approach Holistic Perspective • Quality is a characteristic of the product ➢ That which belongs to something and makes or helps to make it what it is • Present but dependent on type of product • The sum of the object’s characteristics • Recognize it when you see it Performance Expectations • Based on holistic perspective incorporating: ➢ User ➢ Training of user ➢ Support during product’s life Product Perspective • Quality is: ➢ Represented by the total of a set of precise and measurable characteristics or components of a finished product ➢ Differences in product quality are attributed to differences n the components/characteristics ➢ Characteristics can be placed on continuum Manufacturer/Producer Perspective • Quality is: ➢ Consistent conformance to specifications and standards ➢ Quality may be at any point on quality continuum ➢ Need to make sure addressing consumer expectations ➢ Assumption: products of acceptable quality will produce the greatest and profit for the company • From the manufacturer’s viewpoint, a product is considered to be aof high quality if it meets or exceeds its specifications and is free from defects • Because of the vagaries of consumer expectations, the manufacturer cannot hang his definitions of product quality upon so vague a concept. He or she needs to have concrete measurements that can be used to ascertain product quality. Products are manufactured to specifications, which are established so that the product should perform up to consumers’ expectations. If the specifications have been correctly established, consumer satisfaction should be realized and the product should achieve a reputation as a “quality” product Customer Perspective • Customers determine whether a product meets or exceeds expectations • Quality changes as needs change • Difficulty – balancing desired characteristics and price • Totally Quality Management ➢ Focus on customers and their satisfaction ➢ Customer’s perspective defines quality for company ➢ Communication is key ➢ Integrated, continuous improvement process that involves everyone in the organization Consumer Perspective of Quality • Based on their assessment of: ➢ Materials ➢ Production techniques ➢ Product consistency ➢ Fashion ➢ Cost Quality Products • For the consumer, a product is considered to have good quality if it meets or exceeds the consumer’s high expectations for its performance over its expected lifetime • Relative performance is defined to be the ration of actual performance to expected performance • Relative lifetime is defined as the ratio of actual service life to the product to its expected lifetime (Slater, Journal of the Textile Institute) • Customer satisfaction with the product will be the highest for product A and will decrease for products B through F, in the order shown Consumer Satisfaction • Assessing how well a product or service meets consumer expectations ➢ Challenge to translate consumer expectations into descriptions, characteristics, and performance requirements ➢ Short life span with rapid product change Determining Cycle 1. Conduct consumer research. Use the results in planning the product (plan) 2. Produce the product (do) 3. Check the product to make sure it meets criteria identified in the plan (check) 4. Market the product (act) 5. Analyze how the product is received in the marketplace in terms of quality, cost, and other criteria (analyze) Value-Based Perspective • Products perform at acceptable prices or conform at acceptable costs = affordable excellence • Total lifetime benefits – total lifetime cost • Benefits > costs = quality perceived good • Benefits < costs = quality perceived bad Dimensions of Quality • Performance • Features • Reliability • Conformance • Durability • Serviceability • Aesthetics • Perceived
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