APPLYING HOUSE OF QUALITY IN MALAY SARONG DESIGN

Mardziah Md Kamal,Yi Wang,Richard Kennon 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The aim of this paper is to apply of Quality Function Deployment for redesigning on fashion product. Quality Function Deployment is a useful tool in product development with the application of voice of customer. The findings could helps in redesigning Malaysia Batik sarong to be a better in design quality. According to Legino, 2012 and Yunus, 2013, local Batik producers in Malaysia are still producing batik sarong with printing or stamping method and freehand stylus batik using canting. This research will focus on the Batik sarong which locally produced in Kelantan and Terengganu states in Malaysia. Ismail et al. (2013) stated the batik designing activities frequency could boost up the sales performance of Small Medium Enterprises in Peninsular Malaysia. As in a Batik sarong tradition production, all the design specifications are from the ideas and creativity of the designer or the Batik producer (Yunus, 2013). The first objective of this research is to utilise the application of Voice of Customer in redesigning cultural fashion product. The customers’ feedback or known as the term ‘Voice of Customer’ could help the manufacturer to better the product before the following production. This Voice of Customer could offer a specific detailing for quality which needs to be redesigned in a product. Meanwhile, the second objective is to distinguish design specifications and characteristics using House of Quality. In product designing phase, it is crucial to identify each specification and characteristic which translated from Voice of Customer to the House of Quality matrix. This matrix would help designers to design according to qualities that customer wants for a better and successful product in a market. Quality Function Deployment is has been used in automotive industries in the decades back but now other industries are applying it as well. Golshan et al. (2012) studied on using Quality Function Deployment to detect important items influencing clothing industry in Iran focusing in men’s shirt. Meanwhile, Huang and Tan (2007) research was on how to characterise various key factors affecting apparel design and product quality. Ng and Wang (2007) explored further benefits of research collaboration between an innovative clothing-making technology and an effective design management instrument, Quality Function Deployment toward integrated products design development. Waisarayutt and Siritaweechai (2006) study about the potential of using Quality Function Deployment as a tool for product development, the communication transferred between marketing to research and development to prove Quality Function Deployment efficiency in producing sports bra in Thailand. The input that could be concluded in these researches is Quality Function Deployment could be applied to fashion product. It really helps to identify and managing a proper production process with specific technical aspects. But the challenge would be the cost and time constraint to test the results into production. The scope of this research would be limited on the Malaysia Batik sarong and the samples taken on Malaysian women consumers only. As a pilot test, a structured survey was executed with targeted sampling total the minimum of 10 and the maximum of 30 participants. It would be suffice to have the data from 10 to 30 participants to build the House of Quality model (Griffin and Hauser, 1993). The expertise opinion for matrices validation would be from the Malaysian expertise in fashion design with Malay Batik sarong knowledge. It is hope this research would indicate the customers’ requirements and production team idea could be measured and translated to a systematic data. It could be a detailed and specific technical requirement could be planned earlier before it is actually being produced. This could be a sustainable approach for a traditional product which could control the material that they use and sustain the quality as the past production. This research would help the Small Medium Enterprises design team or the designers to design a product from customers’ view and plan well. This research finding also could assist designers or batik producers to understand the consumers’ requirements in Batik sarong. The Small Medium Enterprises also could plan their sarong product using the identified specifications in the research as a starting point of research and development plan in sales and marketing strategy.

호텔 서비스 品質管理에 關한 硏究 : 品質機能展開(QFD)기법을 중심으로

이선희,송대근 문화관광연구학회 2001 문화관광연구 Vol.3 No.3

The purpose of this study is to help people to understand better about the hotel service quality through researching systematically on the service quality of hotel industry. QFD method, mainly used in manufacturing, is applied to the service industry to improve the service quality of the hotel. This study tries to present the QFD(Quality Function Deployment), part of TQM(Total Quality Management), which is really needed to evaluate service quality from the viewpoint of guests and staffs and also to achieve high level of service quality. The result of this study is that there is a difference between the importance of the service factors from guest side and the importance of the service factors from staff side, and there are lots of differences between service quality that hotel staffs provide and the service quality that guests perceive as a result of the analysis towards the guest and hotel staff regarding the general environments. This study tries to present a little contribution for inducing tourists in the competitive international society through developing hotel service QFD model which is the high level of management method for improving service quality from the guest-oriented point of view.

Integration of SERVQUAL and QFD for University`s Canteen Service Improvement

( Nut Thirathammanukul ),( Natcha Thawesaengskulthai(ph. D) ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2

Purpose: Service and food quality is important to support people□s happiness under the vibrant and busy work environment as in the University. Common challenges found at university□s canteen are such as not sufficient seats and long lead-time during peak hours i.e. lunch time, less variety of food and closed faster than the prescribed time. These problems caused customer dissatisfaction against the canteen□s services. Methodology: This research describes how to develop a framework for service quality measured by using SERVQUAL technique, to help evaluate customer expectations and perceptions in five dimensions: Tangible, Responsiveness, Reliability, Assurance and Empathy respectively and in total of 17 items that described canteen□s service quality. Then, new service that match to customer requirements was developed by using Quality Function Deployment (QFD). The integration of SERVQUAL and QFD to improve service quality is presented through a case study of INTANIA canteen at Faculty of Engineering, Chulalongkorn University, Thailand. Total number of 375 customers from total population of 5,783 which was categorized into three groups: students, faculty members, and supportive staff was asked according to the SERVQUAL questionnaires during January 2014. Findings: A SERVQUAL□s questionnaire survey was conducted with 375 customers from three groups: students, supportive staff and faculty member to measure customer gap between expectations and perceptions in five dimensions: 1) Tangible shows the biggest gap compared to other five dimensions (gap -1.069), 2) Responsiveness is the second rank gap (gap -1.059), 3) Reliability (gap -0.636), 4) Assurance (gap -0.663) and 5) Empathy (gap -0.653) respectively. From ANOVA analysis, the gap shows significant different at the 0.00 level. Then, the integration of SERVQUAL□s questionnaire in House of Quality (HOQ) indicated top three of the new design requirements: 1) the number of food shops and booths, 2) provider behavior, 3) atmosphere, which they all should receive the improvement first. Research implication: Different types of customers (student, supportive staff and faculty member) need similar fundamental service quality; although their expectations and perceptions are different in each dimension. The results can guide to improve customer perceptions for the future research. Original/ Value: This research proposed the new method to improve service quality for university□s canteen using the integration of SERVQUAL and QFD model, analyzing data of questionnaire by ANOVA technique. In addition, this case study indicates that customer satisfaction depend on Tangible and Responsiveness more than other dimensions. Therefore, Tangible and Responsiveness dimensions should be considered as the first priority when improving “University□s Canteen Service”

품질기능전개(QFD) 기법을 적용한 건설프로젝트 설계VE 준비단계 업무 개선 및 체계화

양진국,김수용 한국건설관리학회 2005 한국건설관리학회 논문집 Vol.6 No.4

The importance of design value engineering in construction projects recently is rising, which deal about in reduction of cost and improvement of quality. Especially, From half of this year 2005, It is predicted that the value engineering is necessary to be carried out in the projects having project cost more than 10 billion won. In increasing importance of value engineering, we require a way by which we accomplish value engineering systemically and effectively though it is not common in domestic situation.So, this case study shows a way in carrying out value engineering effectively. As the way is to apply QFD(Quality Function Deployment) in pre-study work of design value engineering, this is expected to contribute as function analysis and reflect the requirement of users or owners.

A STUDY ON THE EVALUATION OF PORT SERVICE QUALITY

Sang-Yoon LEE,Jose Tongzon,Young Tae Chang 인하대학교 정석물류통상연구원 2008 인하대학교 정석물류통상연구원 학술대회 Vol.2008 No.3

In the light of fierce competition among container ports, service quality is recognised as a main factor influencing the competitive position and selection of ports. The primary objective of this study is twofold: to develop a measurement of port service quality and port service systems, and to evaluate the overall service levels of competitive container ports in Korea and China. The current study employs a series of focus group interviews to test contents validity of port service attributes and an exploratory factor analysis (EFA) to identify the major port service factors. In addition, this study adopts the analytic hierarchical process (AHP) to explore the relative importance among the service quality factors and service systems in container ports. Finally, the concept of “house of quality” is adopted to evaluate the overall port service level as well as the port service levels for each port service system. The Chinese ports represent a higher service level than the Korean ports due to their higher scores in reliability and cost advantage evaluated as most critical factors in port service quality. The present empirical research implies that higher performance and competitiveness in container industry should be supported by superior differentiated service quality and activities. The current empirical study is a meaningful experiment integrating port service quality factors and port service systems and, consequently, can present more detailed and reliable information about the strengths and weaknesses of each port and provide some guidance to improve their service competitiveness.

QFD와 Fuzzy 이론을 적용한 DSLR 카메라 신제품 개발

조익천(Ik Cheon Cho),전경채(Kyung Chai Cheon),허우(Woo Heo),곽춘종(Choonjong Kwak) 한국생산관리학회 2012 한국생산관리학회지 Vol.23 No.1

본 연구는 품질기능전개와 퍼지이론을 적용하여 보다 효과적인 신제품 개발 활동을 도모하는 것을 목적으로 한다. 품질기능전개의 적용을 위해 본 연구는 문헌 조사와 설문 조사를 통해 고객의 요구사항을 파악하고, 전문가 인터뷰를 통해 제품의 설계 특성을 구성하였다. 소비자들이 요구하는 핵심적인 요구사항 파악을 위하여 퍼지이론을 도입하여 애매하고 주관적인 고객 요구사항을 보다 명확하고 객관적인 수치로 전환할 수 있도록 하였다. 품질 개선 활동의 우선순위를 결정하기 위해서는 품질기능전개와 병행하여 중요도-만족도 모델 적용을 통한 추가적인 분석을 수행함으로써, ‘결과의 일치(confluence of results)’를 추구하였다. 또한, 본 연구에서는 기업의 시장경쟁력과 기술경쟁력을 종합적으로 평가하기 위한 새로운 척도를 제안하였다. 본 연구의 분석결과는 각 기업이 이러한 일련의 과정을 통해 고객이 원하는 신제품 개발에 필요한 핵심적인 요소들을 파악하고 우선적으로 개선할 필요가 있는 제품 설계 특성들에 대한 유용한 정보를 찾아낼 수 있음을 보여준다. This paper aims at the effective development of new products by using Quality Function Deployment and Fuzzy Set Theory. This research identified customer requirements through literature and customer surveys and determined engineering characteristics of the product of interest by expert interviews for the quality function deployment. The fuzzy set theory was introduced to transform vague and subjective customer requirements into clear and objective numerical values. This research pursued a confluence of results by performing additional analyses such as the importance-satisfaction model to determine priorities of quality improvement activities. New performance measures were also proposed to evaluate market and technology competitivenesses for companies. This paper shows well that companies can identify essential features for new product development and find useful information on engineering characteristics that need to be improved by using the sequential process proposed in this research.

참여자 의사결정 성향을 고려한 요구성능 기반의 QFD 평가방법 및 설계변경 프로세스

김상우(Kim, Sang-Woo),신창현(Shin, Chang-Hyun),조재호(Cho, Jae-Ho),서상욱(Suh, Sang-Wook),전재열(Chun, Jae-Youl) 대한건축학회 2014 大韓建築學會論文集 : 構造系 Vol.30 No.2

It is a essential element of decision-making problem on design quality management and change process. Domestic design quality management has a major problem such as Methods/Materials/Systems selection error, insufficient design features caused by inadequate design review, and qualitative decision making process. It is due to lacks of comprehensive review of method in design solutions, insufficient of understanding of stakeholder requirements, and rely on technicians" empirical experience. Therefore, this study is fucus on change management that is to determine type of decision-making model with the ranking importance of the needs of project stakeholder. In addition, a decision-making method is proposed to evaluate function, performance based on required performance criteria. The QFD-RPC(Quality Function Deployment based on the Required Performance Criteria) can be shared information of function features between participants and check its importance. And also, it is to evaluate the importance ranking of the function, and then to analysis corresponding its performance and required performance criteria, finally to review the suitability whether the defined quality satisfy product" performance compared to the required criteria. Design project can be reduced unnecessary change through the QFD-RPC assessment with a quantitative measurement for design quality.

Customer requirement system for vehicle product development plan By KANO`s model and QFD

( Marisa Germprapai ),( Natcha Thawesaengskulthai(ph. D. ) ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2

Purpose- The global automotive industry□s trend is continually growing with high competition including automotive industry in Thailand. Thus the dynamic of automotive business is required to continuously develop new product and to meet new customer□s voice. This research proposes a new methodology to analyze customer requirements for vehicle product plan by modified Kano□s model and Quality Function Deployment (QFD). Moreover, the results can provide guidance for product development plan and offer useful to future vehicle design for research and development department. Methodology - The research starts by collecting requirements from the customers who bought new car models: eco car and sport utility vehicle (SUV) model with mileage not over 30,000 kilometers and normal usage. The total of 300 customers in Thailand were collected during November 2014 to January 2015. In addition, warranty data were collected from the global claim data of a case company during January to December in 2014. Exterior and interior categories are separated between problems and expectations of requirement. The quality attributes of Kano□s questions were designed and analyzed by customer satisfaction coefficient to categorize and prioritize their importance. Furthermore, the data was analyzed by adjust improvement ratio which used in a section of important customer requirement into house of quality. The data was construed thought the QFD. Moreover, risk evaluation were combined to provide extra information of the high risk items for an effective decision. Result from the approach provides developmet plan which suggest to research and development department of the future vehicle design. Finally, we tested the acceptance and satisfaction rate of the new vehicle development plan from the factory staff and managers. Findings- An integration of QFD with the modified Kano□s model was applicable to develop an effective customer requirement system that helps vehicle development plan□s decision. Kano□s question is used to classify the vital design elements that cause satisfaction and dissatisfaction of customers. The three ranking attributes of first priority were (1) need assist grip at front trim pillar, (2) need more cup holder and (3) need engine start. QFD was applied to transform the quality attributes to product development plan. The customer requirement system was evaluated from staff and manager of a case company. The result found that the average of overall satisfaction is at 78.4%, the average of feasibility is at 86.2%, the average of usability is at 74.6% and the average of utility is at 78.9%. A case study company agreed and accepted customer requirement system with modified Kano□s model and QFD technique for satisfaction surveys in fiscal year 2015. Research implication - The varied customer requirement is difficult to consider and discuss for the new or improve product. The result obtained a better prioritization plan for improving product/service attribute performance. These profoundly analyzed customer requirements are then conducted into the QFD process which provides guidance for product development plan and offer useful for future vehicle design. Moreover, the acceptance and satisfaction rate of customer requirement system for vehicle product development plan were measured with questionnaires from the staff and manage at the case company. Originality /Values- The paper proposed a new method in collecting and analyzing customer requirements to decision-making for future vehicle product by using the Kano□s model and QFD. In addition, customer requirements are priority evaluated by the importance grid to provide a holistic view to ease the discussions for improvement planning. The dynamic of automotive business is required to continuously develop new product and to meet new customer requirements.

푸드 서비스 공급자의 핵심역량 개선을 위한 사례연구

김혜림 ( Hye Lim Kim ),최영진 ( Young Jin Choi ),곽춘종 ( Choon Jong Kwak ),김기석 ( Ki Seog Kim ) 한국경영공학회 2014 한국경영공학회지 Vol.19 No.4

This paper aims at improvement in core competencies of food service providers by using Quality Function Deployment and Fuzzy Set Theory. This research identified customer requirements through customer surveys and monitoring customer feedback and determined service characteristics by expert interviews for the quality function deployment. In addition, the fuzzy set theory was applied to transforming vague and subjective customer requirements into clear and objective numerical values. The top management and managers of food service providers can identify the priorities for improvement in service characteristics, on which they can focus.

Optimizing Manufacturing Supplier Selection and Order Allocation Processes using Fuzzy-QFD and Goal Programming: A Case Study in Indonesian Chemical Industry

Suhartini,Anindya Rachma Dwicahyani,Suparno,Hari Supriyanto 대한산업공학회 2020 Industrial Engineeering & Management Systems Vol.19 No.2

This empirical study aims to implement an optimal methodology of a supplier selection process by integrating Fuzzy Quality Function Deployment (FQFD) and Goal Programming (GP). We apply the method to a company engaged in chemical industry, under multi item, multi supplier, and multi period environments. Problems encountered in this study are how to select suppliers and determine the optimal order allocation in accordance with company require-ments. We use FQFD and GP to evaluate and allocate orders to suppliers. Four objectives are incorporated, including maximization of good products, on time delivery, and supplier scoring, along with minimization of material purchas-ing cost. We seek to find an optimal solution considering several constraints, such as material requirement and cost estimation, supplier and warehouse capacity, and safety stock. Our results provide insights that the most and the least important technical responses in chemical supplier selection are “supplier experience” and “response to customer or-der”, respectively. Whereas, the most important criteria are “product quality”, “product price”, and “delivery perfor-mance”, while the least important criteria are “return & repair service” and “documents”. The result also shows that the proposed method can achieve better solution compared to the past decision, in term of cost and supplier scoring