Quality is vital to attracting and retaining customers. Producing goods and services that meet or exceed expectations enhances a firm’s reputation, reduces waste and increases profitability.
What is quality?
Quality means fitness for purpose and consistency. A quality product is reliable, durable, safe and well designed. Quality service involves being responsive, polite and helpful. Businesses must consider quality from the customer’s viewpoint.
Quality control and quality assurance
Quality control is a traditional method where inspectors check finished products for defects. Faulty goods are scrapped or reworked. Although it prevents defective products reaching customers, it may detect problems too late and increase waste.
Quality control – advantages and disadvantages
- Advantages: catches defects before products reach customers; ensures a minimum standard of quality; less training is needed for workers because inspectors are responsible for checking.
- Disadvantages: adds extra inspection costs; faults are found after production so the underlying causes may not be addressed; high levels of waste or reworking can occur if whole batches are faulty.
Quality assurance focuses on preventing errors by improving processes. Quality is built into every stage of production rather than tested at the end. It encourages everyone to take responsibility for quality and reduces costs by minimising waste.
Quality assurance – advantages and disadvantages
- Advantages: prevents defects from happening, reducing waste and costs; encourages employee involvement and responsibility for quality; leads to fewer customer complaints.
- Disadvantages: can be expensive and time‑consuming to train employees; relies on everyone following procedures and maintaining standards; initial set‑up may be complex.
Total quality management (TQM)
TQM is a comprehensive approach that involves continuous improvement and a commitment to quality across the organisation. Key elements include:
- Quality circles – small groups of employees who meet regularly to discuss how to improve quality.
- Kaizen – a philosophy of continuous, incremental improvement.
- Zero defects – aiming to produce goods and services without mistakes.
- Training and empowerment – ensuring employees have the skills and authority to solve quality problems.
Total quality management (TQM) – advantages and disadvantages
- Advantages: embeds quality in every stage of production; aims for zero defects so customer complaints are minimised; reduces waste and increases efficiency; enhances reputation and brand loyalty.
- Disadvantages: expensive to train all employees and implement new procedures; depends on full commitment and cultural change across the organisation; benefits may take time to materialise.
Benefits of quality
Producing quality products and services leads to higher customer satisfaction, repeat purchases and strong brand loyalty. It reduces costs associated with waste, reworking and handling complaints. High quality can justify premium prices and provide a competitive advantage.
| Aspect | Quality control | Quality assurance |
|---|---|---|
| Timing | Checks are made at the end of production. | Checks are built into every stage of production. |
| Responsibility | Quality inspectors are responsible for identifying faults. | All employees take responsibility for quality. |
| Cost | Can lead to waste and reworking of faulty products. | Prevents defects, reducing waste and costs in the long run. |
| Focus | Finding faults in finished goods. | Improving processes to prevent faults. |
Examples and applications
Quality control is common in production lines where finished goods are inspected before shipping. For example, a chocolate factory may employ inspectors to remove chocolates with imperfections so only perfect products reach supermarkets. A car manufacturer might test each vehicle at the end of the assembly line to ensure the engine, brakes and electronics function correctly.
Quality assurance takes place earlier in the process. In a software development firm, programmers use checklists and peer reviews while coding to prevent errors rather than waiting until testing. Restaurants that follow standard recipes and train staff thoroughly ensure consistency in every dish served. Total quality management is embraced by companies like Toyota, where workers stop the production line if they spot a problem and suggest improvements to prevent recurrence. Over time, such systems reduce waste, increase reliability and build customer trust.
