Quality is neither more nor less than values to some person or persons. Having lost of features is high quality. Elegant coding is high quality. High performance is high quality. Low development cost is high quality.
Rapid development is high quality.
User friendliness is high quality. All of these statements can be true at the same time. Quality is not identical to freedom from errors. A software product that does not even conform to its formal requirements could be considered of high quality to some of its users. Improving quality is so difficult because organisations tend to lock on to a specific pattern of doing things.