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Enhancing voice of customer prioritisation in QFD by integrating the competitor matrix

机译：通过集成竞争对手矩阵来增强QFD中的客户优先级语音

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摘要

Purpose - Quality function deployment (QFD) is a quality improvement methodology using a system of interrelated matrices, where the influence of any one matrix may meaningfully change the concluding outcomes. In these interconnected matrices, the voice of customer (VOC) matrix and competitor matrix have a strong relationship. The current practice of finding improvement ratios (IRs) does not incorporate competitors' rating in a way that fully utilises competitors' rating information. The aim of this article to enhance VOC importance ratings by utilising the application of analytic hierarchy process (AHP) combined with the geometric mean (GM). Design/methodology/approach - The current practice of computing IRs may divert QFD practitioners' attention from a potentially important VOC to less important VOC. In the first step using the existing competitors' ratings, a matrix of multiple comparisons is generated for all competitors. In the second step GM for each VOC is integrated with present VOC importance ratings to set new ratings. Findings - A QFD case study from the published literature is used to illustrate the application of new method. It is described how the existing results of the case study may divert to flawed decisions. It is further corroborated that in this way re-ranking of existing VOCs better achieve the goal of customer satisfaction in relation to VOC ratings and competitors' rankings. Originality/value - By employing this method, competitor rating can be transformed to two dimensional results, which provide a better picture to practitioners in observing their company's position and in improving VOC rating as well.
机译：目的 - 质量功能部署（QFD）是使用相互关联的矩阵系统的质量改进方法，其中任何一个矩阵的影响可能有意义地改变结论结果。在这些互连的矩阵中，客户（VOC）矩阵和竞争对手矩阵的语音具有很强的关系。目前寻找改善比率（IRS）的实践不纳入竞争对手的评级，以完全利用竞争对手的评级信息。本文的目的是通过利用分析层次处理（AHP）与几何平均值（GM）相结合来增强VOC重要性评级。设计/方法/方法 - 计算IRS的当前实践可以将QFD从业者的注意力从潜在的重要VOC转移到不太重要的VOC。在使用现有竞争对手的评级的第一步中，为所有竞争对手产生多种比较的矩阵。在第二步GM中，每个VOC都与当前的VOC重要评级集成在一起，以设定新的评级。调查结果 - 发布文献的QFD案例研究用于说明新方法的应用。描述了案例研究的现有结果如何转移至有缺陷的决策。它进一步证实，以这种方式，现有VOC的重新排名更好地实现了与VOC RADES和竞争对手的排名相关的客户满意度。原创性/值 - 通过采用这种方法，竞争对手额定值可以转化为二维结果，这为从业者提供了更好的图片，从业者观察他们的公司的位置以及改善VOC等级。

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