A case study on the application of Fuzzy QFD in TRIZ for service quality improvement

The improvement of service quality so as to enhance customer satisfaction has been widely mentioned over the past few decades. However, a creative and systematic way of achieving higher customer satisfaction in terms of service quality is rarely discussed. Recently, TRIZ, a Russian acronym which means “Theory of Inventive Problem Solving,” has been proven to be a well-structured and innovative way to solve problems in both technical and non-technical areas. In this study, a systematic model based on the TRIZ methodology is proposed to generate creative solutions for service quality improvement. This is done by examining first the determinants of service quality based on a comprehensive qualitative study in the electronic commerce sector. Then the correlation between the imprecise requirements from customers and the determinants of service quality is analyzed with Fuzzy Quality Function Deployment (QFD) in order to identify the critical determinants relating to customer satisfaction. After which, the corresponding TRIZ engineering parameters can be effectively applied in the TRIZ contradiction matrix to identify the inventive principles. A case study is illustrated to demonstrate the effectiveness of our approach in an e-commerce company, and its results are presented to show the applicability of the TRIZ methodology in the e-service sector.     

Using OWA aggregation technique in QFD: a case study in education in a textile engineering department

Quality Function Deployment (QFD) is a systematic approach that considers customer needs through design, production, marketing, and support stages. Customer needs are the main input for QFD, so voice of customer must be understood well and changes, innovations, and treatments must be held in this view. In QFD applications, determining the priorities of customer needs is a fairly important stage. This is mostly held by Analytic Hierarchy Process (AHP) a multicriteria decision making technique. Nonetheless, Ordered Weighted Averaging (OWA) is an aggregation technique mostly used in decision making for multicriteria decision problems. So, combining these two techniques will give a different viewpoint for prioritizing the customer needs in QFD applications. The aim of this study is to show the use of Ordered Weighted Averaging (OWA) aggregation technique in QFD applications. For this purpose a case study in Dokuz Eylül University Textile Engineering Department was held. It was aimed to support the efforts on increasing the education quality by determining the students’ needs and opinions using QFD with OWA.     

Service quality of travel agents in Turkey

Customer satisfaction is an important measure of service quality in travel agents. Customers’ perceptions about agents seem to have been largely ignored by agent management in developing countries. The assessment of service quality provides an important feedback for agents to assess and improve its service to its customers. The aim of this study is to develop a reliable and valid instrument measure customer satisfaction in travel agents. A questionnaire to measure the service quality of travel agents was used and a total of 217 customers in Turkey were interviewed. Factor analysis was utilized to determine the factor structure. The instrument of the customer satisfaction developed in this study provides insights to the researches who study the improvement of customer satisfaction with service quality of travel agents and decision markers.     

The establishment of a quality management system for the higher education industry

This study is based on the SERVQUAL model and the Plan-Do-Check-Action (P-D-C-A) cycle of TQM to establish a higher education quality management system. In this system, it includes ‘Plan’ and ‘Do’ dimensions to execute ten factors, each dimension complements with each other. The ‘Check’ dimension has four factors and the ‘Action’ dimension has three factors. Each execution factors of the quality management system could reduce the occurrence of five gaps in the SERVQUAL model and facilitate education providers to provide a better service quality. Education providers strengthen an education system by carefully planning and implementation of quality auditing and continuous improvement. The desired result of this study is to possess a more explicit framework for high education industry and provide a proper service for students.     

基于QFD方法的服务型制造企业服务质量改进研究

构建基于QFD方法的服务型制造企业服务质量改进研究模型,通过SPSS软件,对实例Y公司顾客需求的权重进行主成分分析,在此基础上运用灰色理论和模糊数学相结合的灰色模糊方法对Y公司服务质量进行评价,然后结合测评结果运用QFD方法,找到Y公司应该着力加强的服务措施。研究结果表明,权重分数较高的服务措施要素是进行服务补救、信息系统、员工素质、办事效率和培训,即要Y公司满足客户质量需求必须关注的要素,这些要素的好坏,直接决定了企业客户需求是否得到了满足。这类研究方法,对类似的服务型制造企业服务质量改进的研究,同样有很大的借鉴意义。     

A fuzzy group decision-making approach in quality function deployment

Quality function deployment (QFD) is comprised of two major group decision-making processes. One is to collect the customer requirements from a group of customers, whereas the other is to determine the relationship between customer requirements and technical measures by a cross-functional team. Generally, different and/or even subjective opinions are quite often in a group decision-making process due to the limitations of experience and impreciseness. Obviously, the importance of each customer requirement and the relationship between customer requirements and technical measures are determined by a group of people with imprecision and vagueness. Under such circumstances, a fuzzy group decision-making approach can be applied in QFD to deal with a group decision-making process when the information is imprecise and fuzzy. Moreover, an example is provided as well as the computational steps to show this fuzzy group decision-making approach can be effectively used in QFD to make decisions with imprecision and vagueness.     

基于质量功能展开的顾客满意度研究

质量功能展开是基于顾客要求的结构化产品开发方法。把质量功能展开（Quality Function Deployment,QFD）方法引入顾客满意度研究中,建立了顾客满意度测评的质量屋模型。通过多阶段的QFD模型将总体顾客满意度逐步展开为易于顾客判断的指标,进而实施了顾客满意度指数的测评;并通过某家电企业的顾客满意度测评实例,说明了这种方法实施过程。     

Using integrated quality assessment for hotel service quality

In the age of growing foreign tourism, providing excellent quality service at hotels is increasingly more important. Service quality and customer satisfaction have gradually been recognized as key factors used to gain competitive advantage and customer retention. Most companies conducted satisfaction surveys of their customers, with a view of using analysed results to identify attributes of potential improvement. However, this kind improvement decisions on the attributes with a lower satisfaction level needs not to be appropriated. Thus, to achieve higher levels of overall satisfaction with the hotel experience, this study combined four simple methods, including Kano’s model, refined Kano’s model, Importance-Satisfaction model, and the Improvement index, to evaluate two types of hotels. The integrated approach of service quality measurement is based on the importance and satisfaction survey of the quality attributes. The survey, with 24 attributes and service items, were administrated to a random sample of 400 customers at one business hotel and one resort hotel in Taiwan. The strategies of these two kinds of hotels were compared and discussed in this study. On the basis of the key quality attributes identified by employing the integrated approach, which are significantly different from those identified on the basis of a simple satisfaction survey, hotels can make appropriate decisions on specific areas for improvement to further enhance the hotel service quality in Taiwan.     

Measuring opinion distributions

In this study it will be argued that the perceived distribution of opinions among others is important for opinion research. Three different ways of measuring the perception of opinion distributions in survey research are compared: (a) by means of a questionwhat most people think about an issue, (b) by means of a questionhow many people are perceived to agree with an issue-statement, (c) by means of ‘line-production-boxes’, a special version ofmagnitude estimation. The results indicate that ‘line-production-boxes’ can improve data quality, but have also some drawbacks which will have to be dealt with. ‘Line-production-boxes’ give a wealth of information about individual differences in the forms of perceived opinion distributions. Although the normal distribution is used often, many other distribution forms are also used. The method of ‘line-production-boxes’ is compared with the method of estimating percentage points. Although high correlations suggest a good concurrent validity, some systematic differences do exist. New research directions are suggested.     

Multi-layer quality function deployment (QFD) approach for improving the compromised quality satisfaction under the agency problem: A 3D QFD design for the asset selection problem in the shipping industry

The aim of this paper is to improve the quality function deployment (QFD) method by utilizing requirements of both the major customer and the service provider. The QFD method was first applied to the shipbuilding industry and the main goal of the method is to improve the production processes by using customer requirements in connection with the related technical measures of the product. However, one of the critical criticisms of the QFD is based on the lack of proper budget assessment and the satisfaction of the producer (or service provider). The multi-layer QFD design is proposed to collect responses from both customer and the service provider so as to ensure satisfaction of all parties including financial feasibility of the intended improvements. Hence, the agency problem between parties will be eliminated.     

基于质量功能展开的连锁家饰店服务质量研究

质量功能展开(Quality Function Deployment,QFD)是一种透过质量屋的运作,系统地将顾客需求转换成工程要求的技术的方法。文中应用QFD导入PZB服务质量模式,整合模糊理论、Kano二维质量模式及顾客满意效益系数,分析连锁家饰店顾客服务质量需求的权重与排序,再以灰关联分析理论确定连锁家饰店各项工程要求质量的灰关联度值与排序,有助于经营者明确提高服务质量的重点。     

基于QFD的汽车技术服务企业服务质量体系研究

本文首先介绍了基于质量功能展开(QFD)的汽车服务质量模型,并根据企业调研的客户需求和客户满意度,得出服务质量特性指标和重要度,将QFD运用到汽车技术服务企业服务质量的提升中。从该模型中找到汽车技术服务企业服务质量的薄弱环节并给出相应的提升服务质量的对策,帮助汽车技术服务企业提高服务质量。     

Towards a framework for the elicitation of dilemmas

This paper covers the main findings of the doctoral research that was concerned with seeking to extend aspects of dilemma theory. In professional practice, the Trompenaars Hampden-Turner Dilemma Reconciliation Process^TM is a vehicle delivering dilemma theory in application. It informs a manager or leader on how to explore the dilemmas they face, how to reconcile the tensions that result, and how to structure the action steps for implementing the reconciled solutions. This vehicle forms the professional practice of the author who seeks to bring more rigor to consulting practice and thereby also contribute to theory development in the domain. The critical review of dilemma theory reveals that previous authors are inconsistent and variously invalid in their use of the terms ‘dilemma theory,’ ‘dilemma methodology,’ ‘dilemma process,’ ‘dilemma reconciliation,’ etc., and therefore an attempt is made to resolve these inconsistencies by considering whether ‘dilemmaism’ at the meta-level might be positioned as a new paradigm of inquiry for (management) research that embodies ontological, epistemological, and methodical premises that frame an approach to the resolution of real world business problems in (multi) disciplinary; (multi) functional and (multi) cultural business environments. This research offers contributions to knowledge, professional practice and theory development from the exploration of the SPID model as a way to make the elicitation of dilemmas more rigorous and structured and in the broader context of exploring ‘dilemmaism’ as a new paradigm of inquiry.     

The queuing system GI/M/I with finite waiting space

Summary Time dependent solution of the queuing system characterized by a general independent input, exponential service time distribution and a finite waiting space, has been first investigated by using the “phase method”. On finding the waiting room full, the customers then arriving may be turned away or the first customer may wait outside and the input process may be stopped till the customer then being served, completes its service. Steady state solutions of both these problems have been obtained and the difference in the operational behaviour of the two systems has been pointed out. For a 2-Erlang arrival distribution, the queuing parameters have been evaluated for different values ofρ _r andN.     

Evaluating corporate image and reputation using fuzzy MCDM approach in airline market

In today’s highly competitive airline market, preferable corporate image is acknowledged as having high potential to impact customer loyalty. Corporate image provides a powerful way of differentiating a company from its competitors and stimulating purchases. In the past, corporate image has been a vague concept and has been difficult to measure quantitatively. A fuzzy MCDM (Multi Criteria Decision Making) model is thus proposed. It can quantify corporate image and reputation so that management can fully comprehend the relative positioning of company in the markets to make informed judgments and marketing strategies. A study of international airlines serving in Taiwan is conducted for verification. The results indicate that safety record and service emerge as the critical factors of the air transport market while the incentives seem to have little attraction for customers.     

Service Guarantee Strength: The key to service quality

While most authors describe a service guarantee as a “zero-one variable” indicating the presence or absence of an explicit written service guarantee, this paper develops a construct called “Service Guarantee Strength” (SGS) that is a continuous variable. This construct measures the degree to which a firm sets clear service quality standards for itself on dimensions that customers care about, and has an formal policy for quickly giving meaningful compensation to customers when these standards are not met.The paper builds upon established micro-level behavioral theory to develop the “Service Guarantee Strength Framework”. This framework posits that high Service Guarantee Strength leads to improved service quality, customer satisfaction, and loyalty through three intervening variables—marketing communications impact, employee motivation and vision, and learning through service failure.An empirical investigation was conducted to test the SGS Framework using both employee and customer data from three pairs of firms, with each pair in a different industry. None of these firms had an explicit service guarantee. Unlike many behavioral research studies, this study measured both employee and customer perceptual data and compared the two. The research finds that Service Guarantee Strength is positively related to customer perceptions of service quality, customer satisfaction, and loyalty.     

A Study on the application of 6-Sigma on the enhancement of service quality of fitness club

The service industry plays an essential role in economic globalization and a determining factor in strengthening industry’s competitiveness. Targeting fitness industry, this study intends to explore ways to minimize customer complaints, understand customer expectation, and enhance service quality by applying the five steps of 6-Sigma: (1) Definition; (2) Measurement; (3) Analysis; (4) Improvement; and (5) Control, to effectively solve the root causes of customer complaints, raise customer satisfaction and minimize possible future complaints.     

Optimization tools for design and marketing of new/improved products using the house of quality

Quality function deployment (QFD) has helped many firms realize significant reduction in product design costs and development time. The QFD process includes ranking customer preferences, rating the competitors, and parts deployment for the new/improved product. Prior to this research, such activities have been performed based on expert opinion, or the “best-in-class” approach. We develop and solve optimization models for the identification of consensus rankings and ratings, that take into account the priorities and perceptions of all the customers in a target market. Then, based on the consensus rankings, we identify a parts mix for the new/improved product that satisfies a budget constraint and matches or exceeds the performance expectations of all customers surveyed in the target market. Finally, we show how the QFD charts can be used to identify competitors that are falsely perceived as superior, as well as areas where the firm's marketing strategies have had the desired effects. Such insights are useful in developing the future marketing strategy of the firm.     

A group decision-making method with fuzzy set theory and genetic algorithms in quality function deployment

Quality function deployment (QFD) has been developed by Toyota Motor Corporation in order to reduce time and shorten design times. QFD is composed of a set of matrices referred to as the house of quality (HOQ). A HOQ matrix can help the cross-functional team to translate customer requirements (CRs) into engineering goals. The importance of CRs and the relationships between CRs and technical characteristics (TCs) are obtained by a group of people with vague and fuzzy decision-making processes in the HOQ. In the conditions, a group decision-making method by using the combination of fuzzy set theory and genetic algorithms (GAs) can be used in QFD to determine the importance of each TC. Besides, a numerical example is illustrated to show that this group decision-making method by using the combination of fuzzy set theory and GAs can be reliably and precisely applied in QFD including TCs at the two-level hierarchy with the consideration of some constraints regarding budget and time limits of TCs for prioritizing TCs to effectively make decisions with fuzziness and ambiguousness.     

用模糊层次分析法确定QFD中消费者要求权重

质量功能配置(QualityFunctionDeployment,QFD),是能在产品开发及生产的各个阶段,将顾客要求转化为合理的技术要求的整体概念。在实施QFD的过程中,确定消费者的要求权重是一个关键而不可缺少的步骤。本文将模糊一致矩阵引入层次分析中,通过建立模糊一致矩阵来确定QFD中消费者要求权重。由于模糊一致矩阵更符合人们在决策过程中的心理特性,因此,它能提高确定消费者的要求权重的准确性。最后,用一个实例阐述了这种方法在QFD中确定消费者的要求权重中的应用。