Quality is "customer satisfaction and loyalty which are achieved through two dimensions: features and freedom from deficiencies" (Gryna 2007)
Customers are anyone who is affected by the service, product or process. External customers include ultimate users (current and potential) and also intermediate processors, as well as retailers. External customers clearly are of primary importance. Internal customers include other divisions of a company that are provided with information or components for an assembly and also departments or persons that supply products to each other.
Quality is conformance to requirements (keeping the promise made, meeting the specifications, and free from deficiencies). Quality is fitness for use (does that it is intended to do, what it costs users when it doesn't do what it is supposed to do). Quality is meeting customer expectations (satisfying the customer, whatever the customer says it is, whatever the customer perceives it to be). Quality is exceeding customer expectations (belief that it exceeds needs and expectations, delighting the customer). Quality is superiority to competitors (how they compare to competitors and your products of the past, perceived of excellence of the brand). Employees in an organization have opinions, beliefs, traditions, and practices concerning quality. We will call this set of characteristics the “company quality culture”.