QUALITY FUNCTION DEPLOYMENT METHOD

Abstract

Tourism competitive conditions nowadays, have made it necessary for businesses to respond for customer demands as quickly as possible. In this case, it becomes important for tourism businesses to translate customer demands into business voice. Quality Function Deployment (QFD) is a technique used for product/service design for customer satisfaction, which enables a tourism business to use all its capabilities for current product/service design in the most effective way in line with customer demands. Quality Function Deployment refers to the development of quality functions that transform customer demands into design goals for tourism businesses and ensure that this understanding is used at every stage of team process. It also includes a coordinated team process that enables the creation of characteristic solution methods by dividing each stage of the product/service development process into sections. Since this method, which can be adapted to many types of businesses, can turn customer demands into business voice, its use in the tourism industry has gained importance in recent years.

Keywords

• Quality function deployment
• Social sciences
• Tourism
• Product
• Service

KALİTE FONKSİYON GÖÇERİMİ METODU

Abstract

Günümüzdeki rekabet koşulları, turizm işletmelerinin müşteri taleplerine olabildiğince hızlı yanıt vermelerini zorunlu hale getirmektedir. Bu durumda turizm işletmelerinin, müşteri taleplerini işletme sesine çevirmeleri konusu önem kazanmaktadır. Kalite Fonksiyon Göçerimi (KFG), müşteri talepleri doğrultusunda bir turizm işletmesinin mevcut ürün/hizmet tasarımına yönelik tüm yeterliliklerini en etkin biçimde kullanmasını sağlayan ve müşteri tatminine yönelik ürün/hizmet tasarımı için kullanılan bir tekniktir. Kalite Fonksiyon Göçerimi turizm işletmeleri için müşteri taleplerini tasarım hedeflerine dönüştürüp, bu anlayışın sürecin her aşamasında kullanılmasını sağlayan, kalite fonksiyonlarının geliştirilmesini ifade etmektedir. Aynı zamanda ürün/hizmet geliştirme sürecinin her aşamasını bölümlere ayırarak karakteristik çözüm yöntemleri oluşturulmasına olanak sağlayan eşgüdümlü bir takım sürecini içerir. Birçok işletme türüne uyarlanabilen bu metodun müşteri taleplerini işletme sesine çevirebilmesi nedeniyle, son yıllarda turizm endüstrisinde de kullanımı önem kazanmaktadır.

Keywords

• Kalite Fonksiyon Göçerimi
• Sosyal bilimler
• Turizm
• Ürün
• Hizmet

References

1. Abasov, V. (2002). Mamul ve mamul üretim sisteminin geliştirilmesinde kalite fonksiyon göçeriminin rolü ve bir uygulama. Doktora Tezi, İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
2. Akao Y. (1988). Practical applications of QFD for new product development. Tokyo, Japan: Standards Association.
3. Akao, Y. (1990). Quality function deployment – integrating customer requirements into product design. Cambridge, Massachusetts: Productivity Pres.
4. Akao, Y. ve Mazur, G. H. (2003). The leading edge in QFD: Past, present, and future. International Journal of Quality and Reliability Management, 20 (1), 20-35.
5. Akbaba, A. (2003). Konaklama işletmelerinde kalite fonksiyon göçerimi. Doktora Tezi, İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
6. Andronikidis, A., Georgiou, A. C., Gotzamani, K. ve Kamvysi, K. (2009). The application of quality function deployment in service quality management. The TQM Journal. 21 (4), 319-339.
7. Arı, S. (2006). Müşteri beklentilerini ürün karakteristiklerine dönüştürme aracı olarak KFG ve bir gıda işletmesinde uygulaması. Yüksek Lisans Tezi, Konya: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
8. AUT (Auckland University of Technology) (2011). Quality function deployment, Relative Industries Research Institute in New Zealand. http://www.ciri.org.nz/resources.html 01.07.2011’de erişildi.

9. Aytaç, A. (2002). Kalite fonksiyon göçeriminin eğitimde kullanimi, Yüksek Lisans Tezi, Kocaeli: Kocaeli Üniversitesi Fen Bilimleri Enstitüsü.
10. Baran, Z. (2011). Kalite fonksiyon göçerimi ve hızlı yiyecek içecek işletmelerinde bir uygulama. Düzce Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm ve Otel İşletmeciliği, Yüksek Lisans Tezi.
11. Benner M., Linnemann A. R., Jongen W. M. F. ve Folstar P, (2003). Quality function deployment (QFD)—Can it be used to develop food products? Food Quality and Preference, 14 (4), 327-339.
12. Berger, C., Blauth, R., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. ve Walden, D. (1993). Kano’s methods for understanding customer-defined quality. Center for Quality Management Journal, 2 (4), 3-36.
13. Bhat, S.K. (2010). Total quality management. Karnataka – India: Himalaya Publishing House Pvt. Ltd.
14. Bossert, J. L. (1991). Quality function deployment – A practitioner’s approach. Wisconsin: ASQC Quality Press.
15. Bouchereau, V. ve Rowlands, H. (2000). Methods and techniques to help quality function deployment. Benchmarking an International Journal, 7 (1), 8-19.
16. Boyacıoğlu, H. (2001). Kalite fonksiyon açılımındaki son gelismeler neler? Ankara: Bilgi Yayınevi.
17. Calantone R. J. ve Mazanec, J. (1991). Marketing management and tourism. Annals of Tourism Research. 18 (1), 101-109.
18. Chan, F. T. S. (2003). Interactive selection model for supplier selection process: An analytical hierarchy process approach. International Journal of Production Research, 41 (15), 3569-3579.
19. Chan, L. K. ve Wu, M. L. (2002a). Quality function deployment: A comprehensive review of its concepts and methods. Quality Engineering, 15 (1), 23-35.
20. Chan, L. K. ve Wu, M. L. (2002b). Quality function deployment: A literature review. european journal of operational research, 143 (3), 463-497.
21. Chan, L. K. ve Wu, M. L. (2005). A systematic approach to quality function deployment with a full illustrative example. The International Journal of Management Science, 33 (2), 119-139.
22. Chan, L. K., H. P. Kao, A. N. ve Wu, M. L. (1999). Rating the importance of customer needs in quality function deployment by fuzzy and entropy methods, International Journal of Production Research, 37 (11), 2499-2518.
23. Chen C. T ve Huang C. D. (2002). Nutrition education of food service professionals in school lunch program. National Science Council, 8 (1), 7-31
24. Chen, C. Y., Chen, L. C. ve Lin, L. (2004). Methods for processing and prioritizing customer demands in variant product design. IIE Transactions, 36 (3), 203-219.
25. Chuang, P. T. (2002). A QFD approach for distribution’s location model. International Journal of Quality and Reliability Management, 19 (8), 1037-1054.
26. Cohen, L. (1995). Quality function deployment, how to make QFD work for you, MA, USA: Addison Wesley Publishing Company.
27. Cole, S. (2005). Action etnography: Using participant observation. Brent R., Burns P. and Palme C. (eds.), Tourism Research Methods: Integrating Theory with Practice. (ss. 63-72) içinde, MA, U.S.A: CABI Publishing.
28. Cristiano, J. J. K., Liler, J. ve Chelsea C. (2000). Customer driven product development through quality function deployment in the U.S. and Japan. Journal of Product Innovation Management, 17 (4), 286-308.
29. Daetz, D., Barnard, B. ve Norman, R. (1995). Customer integration, the quality function deployment (QFD) leader’s guide for decision making. USA: John Wiley & Sons, Incorporation.
30. Day, R. G. (1993). Quality function deployment: Linking a company with its customers. Milwaukee: ASQC Quality Press.
31. Dekker, M., Jongen, W. M. F. ve Costa, A. I. A. (2001). QFD in the food industry. Trends in Food Science, 11 (1), 306-314.
32. Enríquez F. T., Osuna A. J. ve Bosch V. G. (2004). Prioritising customer needs at spectator events: Obtaining accuracy at a difficult QFD arena. International Journal of Quality and Reliability Management, 21 (9), 984 – 990.
33. Erol, İ. ve Ferrell, W.G. (2003), A Methodology for selection problems with multiple conflicting objectives and both qualitative and quantitative criteria. International Journal of Production Economics, 86 (3), 187-199.
34. Eymen, E. (2006). Kalite fonksiyon göçerimi, İstanbul: Kalite Ofisi Yayınları.
35. Feigenbaum, A.V. (1999). The new quality for the twenty-first century. The TQM Magazine, 11 (6), 376-383.
36. Ferrell, M. S. ve Ferrell, W. G., (1994). Using quality function deployment in business planning at a small appraisal firm. The Appraisal Journal, 62 (3), 382-390.
37. Flower, J. (1990). Managing quality: A discussion with David Garvin. Healthcare Forum Journal, 33 (5), 1-8.
38. Fortuna, R. M. (1988). Beyond quality: Taking SPC upstream, Quality Progress, 21 (6), 23-28.
39. Fung, R. Y. K., Law, D. S. T. ve Ip, W. H. (1999). Design targets determination for inter-dependent product attributes in QFD using fuzzy inference, Integrated Manufacturing Systems, 10 (6), 376-383
40. Garvin, D. A. (1988). Managing quality. New York: The Free Press.
41. Geoff, T. (2002). Design for six sigma: Launching new products and services without failure. Abington, Oxon, UK: Gower Publishing Ltd.
42. Gonzalez, M. (2001). Quality function deployment: A road for listening to customer needs. Mexico City: McGraw Hill.
43. Gonzalez, M. E., Quesada, G., Picado, F. ve Eckelman, C.A. (2004). Customer satisfaction using QFD an e-banking case. Managing Service Quality, 14 (4), 317- 330.
44. Govers, C. P. M. (2001). QFD not just a tool but a way of quality management. International Journal of Production Economics, 69 (2), 151-159.
45. Griffin, A. ve Hauser, J. (1992). The voice of the customer, Technical Report Working paper, MA: Marketing Science Institute.
46. Griffin, A. ve Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12 (1), 1-27.
47. Guinta, L. R. ve Praizler, C. N. (1993). The QFD book, the team approach to solving problems and satisfying customers through quality function deployment. New York: Amacom.
48. Han, S. B., Chen, S. K., Ebrahimpour, M. ve Sadhi, M. S. (2001). A conceptual QFD planning model. International Journal of Quality and Reliability Management, 18 (8), 796-812.
49. Hauser J. R. ve Clausing D. (1988). The house of quality. Harvard Business Review, 66 (3), 63-73.
50. Hepler C. ve Mazur G. H. (2006). Finding customer delights using modern QFD. 12th International Symposium on QFD in Tokyo, 37 (2), 157-168.
51. Hunt, R. A. ve Xavier, F. B. (2003). The leading edge in strategic QFD, International Journal of Quality & Reliability Management, 21 (1), 56-73.
52. Jiang, J. C., Shiu, M. L. ve Tu, M. H. (2007). Quality function deployment (QFD) technology designed for contract manufacturing, The TQM Magazine, 19 (4), 291 – 307.
53. Kano, N. Nobuhiko S., Fumio T., ve Shinichi T. (1984). Attractive quality and must be quality. The Journal of the Japanese Society for Quality Control, 14 (2), 39-48.
54. Karsak, E. E., Sozer, S. ve Alptekin, S. E., (2002). Product planning in quality function deployment using a combined analytic network process and goal programming approach. Computers and Industrial Engineering, 44 (1), 171-190.
55. Kathiravan N., Devadasanb S. R., Bijumon M. T. ve Goyald S. K. (2008). Total quality function deployment in a rubber processing company: A sample application study, Production Planning and Control, 19 (1), 53-66.
56. Kazemzadeh R.B., Behzadian, M., Aghdasi, M. ve Albadvi, A. (2009). Integration of marketing research techniques into house of quality and product family design. International Journal Advertising Manufacturing Technology, 41 (9), 1019–1033.
57. Khoo, L. P. ve Ho, N. C. (1996). Framework of a fuzzy quality function deployment system. International Journal of Production Research, 34 (2), 299-311.
58. King, B. (1987). Listening to the voice of customer using the QFD system, USA: National Productivity Innovation Management.
59. King, B. (1995). Designing products and services that customers want. Portland, UK: Productivity Press.
60. Kinross, J. ve Donald, V. (1989). Careers in catering and hotel management. UK: Kogan Page Ltd.
61. Kogure, M. ve Akao, Y. (1983). Quality function deployment and CWQC in Japan – A strategy for assuring that quality is built into new products, Quality Progress, 16 (10), 25-29.
62. Kwong, C. K. ve Bai, H. (2003). Determining the importance weights for the customer requirements in QFD using a fuzzy AHP with an extent analysis approach, IIE Transactions, 35 (7), 619-626.
63. Lee A. H. I. ve Lin C. Y. (2011). An integrated fuzzy QFD framework for new product development. Flexible Service Manufacturing, 23 (1), 26–47.
64. Lynch, R. L. ve Cross, K. F. (1991). Measure up the essential guide to measuring business performance. London: Mandarin Press.
65. Maddux, G. A., Amos, R. W. ve Wyskida, A. R. (1991). Organizations can apply quality function deployment as strategic planning tool, Industrial Engineering, 23 (1), 33-37.
66. Mazur, G. (2008). Modern quality function deployment introduction. ABD: QFD Institute.
67. Mazur, G. H. (1996). Doubling sales with quality function deployment, Proceedings of the 5th Annual Service Quality Conference, (16-17 September 1996, Las Vegas).
68. Mazur, G. H. (1997). Voice of the customer analysis, a modern system of front end QFD tools with case studies, Annual Quality Congress, 51 (1), 486-495.
69. Miller, J.G., De Meyer, A. and Nakane, J. 1992. Benchmarking Global Manufacturing: Understanding International Suppliers, Customers, and Competitors Homewood, 1-443. IL: Business One Irwin
70. Mishra, R.C. ve Sandilya A. (2009). Reliabilty end Quality management. Daryaganj, Delhi, India: New Age International.
71. Mizuno, S. ve Akao, Y. (1994). QFD: The customer-driven approach to quality needs drive the product design and production process. Quality Progress, 17 (4), 39-50.
72. Moran, J. ve Nakul, V. (1991). Facilitating and training in QFD, MA: Methuen Pub Ltd.
73. Park, H. S. ve Noh, S. J. (2002). Enhancement of web design quality through the QFD approach. Total Quality Management, 13 (3), 393-401.
74. Paryani K., Masoudi A. ve Cudney E. A. (2010). QFD application in the hospitality industry: A hotel case study. The Quality Management Journal, 17 (1), 7-29.
75. Pheng, L. S. ve Yeap, L. (2001). Quality function deployment in design projects, Journal of Architectural Engineering, 7 (2), 30-39.
76. Prasad, B. (1998). Review of QFD and related deployment techniques. Journal of Manufacturing System, 17 (3), 221–234.
77. Revelle, J. B., Moran, J. W. ve Cox, C. A. (1998). The QFD handbook, New York: John Wiley and Sons Inc.
78. Ronney, E., Olfe, P. ve Mazur, G. (1993). Gemba research in the Japanese cellular phone market, Transactions of the 12th Symposium on QFD, 22 (1), 1-17.
79. Roslow, S., Nicholls, J. ve Corner, L. B. (1993). Measuring place-based media: The cooperation challenge. Marketing Research, 5 (1), 34-39.
80. Schmidt, R. (1997). A process orientated improvement of QFD, European Journal of Operational Research, 100 (2), 293-314.
81. Shillito, L. M. (1994). Advanced QFD: Linking technology to market and company needs, New York: Wiley Inter-Science.
82. Sofyalıoğlu, Ç. (2006). Kalite fonksiyon göçerimi ve gıda sanayinde uygulanabilirliği: kano modeli ile bütünleşik bir yaklaşım. Yayınlanmamış Doktora Tezi, Manisa: Celal Bayar Üniversitesi Sosyal Bilimler Enstitüsü.
83. Sorli, M. ve Ruiz, J. (1994). QFD a tool of the future. Bilbao, Spain: LABEIN.
84. Stuart F.I. ve Tax S.S. (1996), Planning for service quality: Avoiding the high cost of service failures. International Journal of Service Industry Management, 7 (4), 58–77.
85. Sullivan, L. P. (1986). Quality function deployment. New York: Quality Progress.
86. Tan, K. C. ve Pawitra, T. A. (2001). Integrating servqual and kano's model into QFD for service excellence development. Managing Service Quality, 6 (11), 418-430.
87. Taş, M. (2006). Bir maden işletmesi için KFG uygulaması, Yüksek Lisans Tezi, Kütahya: Dumlupınar Üniversitesi Fen Bilimleri Enstitüsü.
88. Terninko, J., (1996). Step by step QFD: Customer-driven product Design. Nottingham, NH: Responsible Management Inc.
89. Tiwari, M.K. ve Banerjee, R. (2001). A decision support system for the selection of a casting process using analytic hierarchy process, Production Planning and Control, 12 (7), 689-694.
90. Vinodh S. ve Chintha S. K. (2011). Application of fuzzy QFD for enabling leanness in a manufacturing organization. International Journal of Production Research, 49 (6), 1627–1644.
91. Vonderembse, M. A. ve Raghunathan, T. S. (1997). Quality function deployment’s impact on product development, International Journal of Quality Science, 2 (4), 253-271.
92. Wang, H., Xie, M. ve Goh, T. H. (1998). A comparative study of the prioritization matrix method and the analytic hierarchy process technique in quality function deployment, Total Quality Management, 9 (6), 421-430.
93. Wedel M. ve Kamakura W. (2002). Introduction to the special issue on market segmentation, International Journal of Research in Marketing, 19 (3), 181-183.
94. Williams C. ve Buswell J. (2003). Service quality in leisure and tourism. MA, USA: CUBI publishing.
95. Wind, Y. ve Saaty, T. L. (1980). Marketing applications of the analytic hierarchy process. Management Science. 216 (7), 641-658.
96. Winston, L. W. (1994). Operations research: Applications and algorithms, USA: Wadsworth Publishing Company.
97. Xie P., Janowiak J. E., Arkin P. A., Adler R. F., Gruber A., Ferraro R., Huffman G. J. ve Curtis S. (2003). GPCP pentad precipitation analyses: An experimental dataset based on gauge observations and satellite estimates. Journal of Climate, 16 (1), 2197–2214.
98. Yenginol, F. (2000). Yeni ürün gelistirmede müsteri istek ve ihtiyaçlarini teknik karakteristiklere dönüştürmeyi sağlayan bir yöntem: Kalite fonksiyon göçerimi, Yayınlanmamış Doktora Tezi, İzmir: Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
99. Yıldız, M. S. ve Baran, Z. (2011), Kalite fonksiyon göçerimi ve homojenize yoğurt üzerinde uygulanması. Ege Akademik Bakış, 11 (1), 59-72.
100. Zairi, M. ve Youssef, M. A. (1995). Quality function deployment: A main pillar for successful total quality management and product development, International Journal of Quality and Reliability Management, 12 (6), 9-23.
101. Zultner, R. E. (1995). Blitz QFD. Presentation at QFD Forum. Novi, MI: QFD Institute. (14 June 1995).
102. Zultner, R. E. (2005). The essential role of QFD in design for six sigma-modern QFD for modern TQM. Proceedings of the International Symposium on Quality Function Deployment, 12 (5), 409-428.