Joseph Juran has explained his model of quality improvement on the basis of the basis

of three universal processes which have been popularly named a Juran Trilogy.
The processes are:
1. Quality Planning: As per Juran Triology quality planning is a concurrent exercise
which involves all the affected parties related to the product and services, so that they can
provide inputs and give early warnings during the planning processes.
The steps of the quality planning exercise are:
- Definition of the proect.
- !dentification of the customers " those who will be impacted by the actions that are
ta#en to complete the proect.
- Discovery of customer needs.
- Development of the product and processes to meet the customer$s needs.
- %stablishment of the quality obectives.
- Development of the plans for meeting these obectives.
2. Quality Control: According to Juran Triology &uality control involves the
developing and maintaining of operational methods in order to assure that the processes
wor# as they are designed to wor# and that the target levels of performance being are
being achieved. Quality control does not concern itself with improving a process, but
rather with the execution of plans. !t is primarily to control that occasional spi#e in error
in the process. Quality control is a short term process to chec# that spi#e.
Quality control entails the following steps:
- 'lear definitions of quality.
- (nowledge of the expected performance or targets.
- %valuation of the actual operating performance.
- 'omparison of the actual performance to goals.
- Action of the difference.
3. Quality Improvement: As per Juran Triology, quality improvement is a disciplined
approach that improves the level of performance of the process. This is achieved by a
brea#through improvement in performance) when a new innovation or a completely fresh
idea is brought into improve the current performance levels. This ensures that the new
levels of performance are achieved, and then quality control mechanisms are in place to
sustain that effectively.
Dimensions of Quality
There are eight such dimensions of quality. These are:
1. Performance:
!t involves the various operating characteristics of the product. *or a television set, for
example, these characteristics will be the quality of the picture, sound and longevity of
the picture tube.
2. eatures:
These are characteristics that are supplemental to the basic operating characteristics. !n an
automobile, for example, a stereo 'D player would be an additional feature.
3. !elia"ility:
+eliability of a product is the degree of dependability and trustworthiness of the benefit
of the product for a long period of time.
!t addresses the probability that the product will wor# without interruption or brea#ing
down.
#. Conformance:
!t is the degree to which the product conforms to pre- established specifications. All
quality products are expected to precisely meet the set standards.
$. %ura"ility:
!t measures the length of time that a product performs before a replacement becomes
necessary. The durability of home appliances such as a washing machine can range from
,- to ,. years.
&. 'ervicea"ility:
/erviceability refers to the promptness, courtesy, proficiency and ease in repair when the
product brea#s down and is sent for repairs.
(. )esthetics:
Aesthetic aspect of a product is comparatively subective in nature and refers to its impact
on the human senses such as how it loo#s, feels, sounds, tastes and so on, depending upon
the type of product. Automobile companies ma#e sure that in addition to functional
quality, the automobiles are also artistically attractive.
*. Perceive+ quality:
An equally important dimension of quality is the perception of the quality of the product
in the mind of the consumer. 0onda cars, /ony 1al#man and +olex watches are
perceived to be high quality items by the consumers.
DIMENSIONS OF QUALITY
Introduction
!n ,234 David 5arvin suggested that there were eight dimensions to quality. 6ets briefly
loo# at each of 5arvin7s eight dimensions.
Dimension ,: 8erformance
A quality product will perform as expected by the user and as specified by the
manufacturer. !f products do not do as buyers expect, users will be disappointed and
frustrated. 1orse still poor performing products get negative reviews and lose sales and
reputation.
%imension 2: eatures
1hat additional benefits will be added to the product9 1ill they be they tangible or non-
tangible benefits. *or example this could be after sales service, or guarantees. /ome
features will be present in all products but other features will only be found in :quality:
products. *or example all cars have wheels, steering wheel, gears, windows and seats but
only some cars have heated seats, assisted par#ing and bluetooth.
%imension 3: !elia"ility
!s the product consistent. 1ill it perform well over its expected lifetime and perform
consistently. ;any brands have developed trust with customers because of their
reputation for reliability.
%imension #: %ura"ility
0ow durable is your product. 1ill it last with daily use9


%imension $: Conformance
Does your product meet with any agreed internal and national specifications9 *or
example safety regulations and laws.
%imension &: 'ervicea"ility
!s the product easy to service. Does the organisation offer enough service support.
%imension (: )esthetics
!s the product appealing to the eye9 Design is important for many products) the colour
pic#ed indicates certain things.
%imension *: Perceive+ Quality
1hat sort of quality perception does the mar#eting team want to convey in their
mar#eting message9 1ill price charged reflect the quality of the product9 1hat brand
name is going to be used and does this convey any sort of quality perception.
'ummary
To summarise quality is a broad topic and covers many factors. An organisation has to
build in all the above factor when building into quality into their product or service.