stock repurchase announcements: a test of market ... - Asbbs.org

THE SPIRITUAL DIMENSION OF QUALITY:
A BIBLICAL PERSPECTIVE
Maguad, Ben A.
Andrews University
maguad@andrews.edu
ABSTRACT
The spiritual dimension of quality is probably the most powerful and most pervasive of all the
product and service quality dimensions. It forces us to look beyond ourselves and our narrow
self-interests. Powerful though may be, the spiritual dimension is perhaps still the most humane
of all the dimensions. It helps us to realize how connected we are to one another and to the
world outside of ourselves.
INTRODUCTION
Quality is a complex concept. Its meaning varies with different people and organizations. For
example, a common notio n of qualit y is that it is synon ymous with superior ity or excellence
(Evans and Lindsay, 1999). It is something that is intuitively understood but almost impossible to
communicate to others (Foster, 2007). This view is referred to as the transcendent definition of
quality. You may not be able to define it precisely but “you know it when you see it” (Pirsig,
1974, p. 185). Another definition of quality is that it is a function of a specific, measurable
variable. Thi s product-bas ed approach views qualit y as the presence or absence of a particular
desired attribute. The greater the am ount of a desired attribute possessed by a product or service,
the better the quality.
The m anufacturing-based approach defines quality as conformance to a set of requirements or
specifications and “making it right the first time” (Crosby, 1979, p. 15). Any deviation from these
requirements or specifications im plies lack of quality. According to th e user-based approach,
quality “lies in the eyes of the beholder” (Garvin, 1988, p. 43). The quality of a product or service
depends on its ability to satisfy the preferen ces of individual consum ers. The user-based
definition is one that is highly subjective. The value-based approach, on the other hand, de fines
quality in terms of cost and price. A quality product or service is one that “performs or conforms”
at an acceptable cost or price.
Product quality can be described in ter ms of eight dimensions or categories (Garvin, 1988). They
are perfor mance, features, reliability , conformance, durability , serviceability, aesthetics, and
perceived quality . Although this list i s the most widely cited and used, i t is by no means
exhaustive. Service quality, on the ot her hand, can be disaggregated into five key dim ensions
(Zeithamel, Parasuraman, and Berry, 1984). They are tangibles, service reliability, responsiveness,
assurance, and em pathy. This list is also by no means exhaustive. A major challenge assoc iated
with m ultiple definitions and dim ensions of quality is commu nication (Fos ter, 2007). When
communication is weak, it is difficult to devise a c oherent strategic plan relating to q uality. If
different units in the organization unde rstand quality differently, the strategic p lan will not be in
alignment. Therefore, as a m atter o f necessity , the existence of m ultiple definitions and
dimensions should allow f or measures to be ta ken to work towards a common quality definition
and a common quality goal.
ASBBS E-Journal, Volume 4, No.1, 2008 131