Question One (45 Marks)
Critically analyse EIGHT dimensions of quality that apply to goods and determine which of these are poorly reflected in the product mentioned in the case study. Substantiate your answers using excerpts from the case study.
In the case study, several dimensions of quality can be identified that apply to goods. Let's analyze eight of them and determine which ones are poorly reflected in the product mentioned.
1. Performance: Performance refers to the primary operating characteristics of a product. In the case study, the product is described as having a high output, but there are no specific details regarding its performance capabilities. This lack of information suggests that the performance dimension is poorly reflected.
2. Features: Features are the additional characteristics that enhance the appeal of a product. The case study does not provide any information about the features of the product, indicating that this dimension is also poorly reflected.
3. Reliability: Reliability refers to the consistency of performance over time. The case study mentions that the product is "working poorly," indicating a lack of reliability. Additionally, the frequent occurrence of technical difficulties further highlights the poor reflection of reliability.
4. Conformance: Conformance relates to the degree to which a product meets the specified standards. The case study does not mention any specific standards or requirements, making it difficult to determine the product's conformance. However, the constant need for repairs suggests a lack of conformance.
5. Durability: Durability refers to the expected lifespan of a product. The case study states that the product requires frequent repairs, suggesting poor durability. Additionally, the reference to users "being left stranded" due to breakdowns further indicates the product's lack of durability.
6. Serviceability: Serviceability relates to the ease of repair and maintenance of a product. The case study repeatedly mentions the need for repairs and technical difficulties, indicating a poor reflection of serviceability. The delayed response from the manufacturer also suggests a lack of prioritization on customer service and product maintenance.
7. Aesthetics: Aesthetics involve the product's visual appeal and design. Although the case study does not explicitly mention the product's aesthetics, the focus on technical issues and repairs suggests that aesthetics were not a priority during the development of the product.
8. Perceived Quality: Perceived quality is the customer's subjective assessment of a product's excellence. The case study repeatedly mentions customer dissatisfaction and frustration, indicating a poor reflection of perceived quality. The negative reviews and the limited usage of the product further highlight the perceived low quality.
In summary, based on the case study, the dimensions of quality that are poorly reflected in the mentioned product include performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. The lack of information, technical difficulties, frequent repairs, and overall customer dissatisfaction substantiate these conclusions.