Based on the Cambridge Advanced Learner's Dictionary, the word assurance carries several meanings:
- a promise;
- confidence;
- a type of insurance against events which will certainly happen, such as death, not ones which may happen, such as illness, fire or having your property stolen.
In view of the above, I think "Quality Assurance" should be associated with things to protect the quality promise of a product from adverse events. Therefore, we could define "quality assurance" as:
Something to insure promised quality of a product from adverse events.
Very often, organizations employs system, standards and process to ensure promised quality is fulfilled consistently and repeatedly. Therefore, quality assurance could also be defined as:
System, standards and/or activities that enable an organization to consistently and repeatedly deliver products that satisfy customer's expected quality.