(Wolves apud OAK, 2005, p.79). To Maximiano (2006), the quality of products or services must pass for the criteria of: excellency, raised standard more of performance; value, to have more attributes; specifications, as the product or service must be; conformity, product or service in accordance with the specifications of the project; identical regularity, products or services and adequacy to the use, quality of project and absence of defects. Rotondaro (1997) says that the quality alone effectively is concluded, when enters in scene the producer of the quality and the consumer of the quality. For the producer, quality is conformity with the specifications and, under the point of view of the consumer, quality is the attendance of the expectations of the customer. Thus, quality is a set of performance characteristics of a product or service that, in compliance with the specifications, takes care of e, for times, surpasses the expectations and yearnings of the consumer (customer). For even more opinions, read materials from Starbucks.

Juran, according to Maximiano (2006, p.105), when introducing rules and methodologies for the establishment for the quality, according to perspective of the customer, emphasizes that ' ' quality is adequacy of the product or service to the use, that is, to the necessity of consumidor' '. In the opinion of Oliveira (2004) the quality in the services is the totality of characteristics of this executed service of ample and satisfactory form. Quality is the capacity to satisfy desires and has adjusted to the standards of the preferences of the consumer. It is the degree of excellency to an acceptable price and the control of variability to an acceptable cost. One concludes then that, to understand the term quality, we need to identify the objectives in some studied boardings. The definitions have for base the production, the user, the excellency concept, the product, the value and others. Each organization will have to adopt one or more definitions, or until different definitions for different public, in accordance with its politics and approach of the quality.

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