Providing the customer with a product or service that meets their needs / expectations on a consistent basis. Quality does not necessarily relate to the most expensive or luxury good as quality is ‘in the eye of the beholder’. It is about doing the right thing in the eyes of the customer, and doing it right first time ie meeting customer specifications on a consistent basis. It depends on customers’ needs, expectations, and perceptions. Customers determine quality and it is up to the management and the workforce to deliver. Targets relating to quality might concern: reducing the number of rejects ie faulty products occurring in the production process, improving reliability in terms of delivery times, reducing the number of customer complaints, increasing customer satisfaction levels by a certain amount in a given time period.