Question

Dimensions of product quality and service quality can be used at a strategic level to analyze quality characteristics and that can serve as a framework for strategic analysis. analyze the dimensions of service quality based on model of order-winning and order-qualifying and order-less-important factors. (Take the case of any university)

Answer 1

Dimensions of product quality and service quality can be used at a strategic level to analyze quality characteristics and that can definitely serve as a framework for strategic analysis.

To start with i would list the dimensions of service quality that can serve as framework for strategic analysis:

Performance

Features

Reliability

Conformance

Durability

Serviceability

Aesthetics

Perceived quality

Now as we have to analyse in reference to the model of order -winning and order- qualifying, i would first like to tell that the terms "order qualifiers" and " order winners" were coined by Terry Hill, and are in reference to how internal operational capabilities are coverted to criteria that may lead to competitive advantage and market success.

An " Order qualifier" is a characteristic of product or service that is required in order for a product or service to even be considered by a customer, whereas "order winner" is a characteristic that will win the bid or customers purchase.

I will explain both the terms by taking example of a university and students applying for admission.

While applying for admission in any university the Quality of Teaching staff, various courses offered, the fees for various courses can be considered "order Qualifiers" and can get the candidates to take interest the university, whereas

The placements offered by university after completing the courses and the tie ups of university with different companies for campus placements is the "order winner" here and attracts the candidates to finalise their admission decision with that university.

And to add on there are factors like duration of course, or the topics covered under the course can be considered order-less-important factors. Which are part of the system but don't play a big role in decision making.

Hence, for every situation and scenario there are order winners and order qualifiers depending on the product or service.