This is a dimension of quality that considers the characteristics of a product or service like the design, texture, colors or sound as important ingredients of quality. In this dimension, it is held that consumers tend to consider quality in terms of attractiveness of a product or service rather than its sophistication. For example they may not consider the durability of a shoe but rather how it is shaped, designed or colored.
ii. Performance dimension. (5 Marks)
This dimension considers quality as when a product meets its required purpose or function. For example when buying a computer, customers tend to consider its quality in performance in terms of a fast processing clock speed, large internal memory and random access memory rather than its design or physical size and less downtime as well.
iii. Total Quality Management ( 10 Marks)
Total Quality Management refers to the joining of all functions and processes within an organization in order to achieve continuous improvement of the quality of products and services with an aim of achieving customer satisfaction. It became popular in the late 1980s and early 1990s.
All departments like research and development, production, sales and marketing, Finance and Accounting, and also Human resource together with the support of top management must continuously improve their operations to ensure quality delivery to the consumer. It involves; leadership commitment to continuous improvement, customer focus, training of employees, empowerment and involvement of employees, measurement of performance in terms of critical performance indicators (CPIs), Rewards and recognition and also communication.