Fast food işletmelerinde mal ve hizmet kalitesinin artırılması için kalite fonksiyon yayılımı uygulaması

Utku Karpuz; Murat Caner Testik; Fatma Pakdil

A quality function deployment application for improving good and service quality in fast food restaurants

Year 2012, Issue: 2, 87 - 104, 01.03.2012

Utku Karpuz Murat Caner Testik Fatma Pakdil

Abstract

Quality Function Deployment (QFD) is based on the philosophy of developing goods and services to satisfy customer requirements and it transforms the voice of customers to technical requirements. QFD, used as an efficient tool for quality improvement for a long time, is implemented at a fast food restaurants in this study. The main purpose of the study is to illustrate, through a case study, how to utilize QFD in improving good and service quality in fast food restaurants. To determine customer requirements, a questionnaire was conducted at the first stage of the study and the requirements were grouped by factor analysis. Relationships between customer requirements and technical requirements were determined through meetings with senior restaurant managers. Determined customer satisfaction levels were also compared with the ones of a competitor fast food restaurant. According to the constructed house of quality, customer requirements ranked in the order of importance are; speed of service, cleanness and hygiene, and quality of foods and drinks. Furthermore, the most important technical requirements are technical trainings, research and development activities, and standard methods and recipes. In a fast food industry that increases its market share rapidly in recent years, businesses that try to provide competitive and customer-focused goods/ services, can improve their processes by considering the important customer and technical requirements determined in this study as well as using QFD in different areas for process improvement.

Keywords

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References

1. AKAO, Y. 1990, Quality Function Deployment (QFD) Integrated Customer Requirements into Product Design, Productivity Press, Portland
2. ANSARI, A. & MODARRESS, B. (1994), Quality Function Deployment: The Role Of Suppliers, Journal of Supply Chain Management, 30(4), 27-35
3. BENNER, M. 2002, “Can It Be Use to Develop Food Products”, Food Quality and Preference, July 2002, 327-339
4. BHATTACHARYA, A., GERAGHTY, J., & YOUNG, P. (2010), Supplier Selection Paradigm: An Integrated Hierarchical QFD Methodology Under Multiple-Criteria Environment, Applied Soft Computing, 10(4), 1013-1027
5. ÇELEBİ, E. 2007, 2 Milyar Dolarlık Fast Food Pazarı Diyetle Büyüme Arıyor, Hürriyet Gazetesi, 20 Mayıs 2007, Köşe Yazısı
6. DAWSON D. & ASKIN R.G. 1999, Optimal New Product Design Using Quality Function Deployment With Empirical Value Functions, Quality and Reliability Engineering International, 15(1), 17-32
7. FRANCESCHINI, F. 2002, Advanced Quality Function Deployment, CRC Press LLC, Boca Raton FL
8. GARVIN, D.A. 1988, Managing Quality, Free Press, NY
9. HAUSER, J.R., CLAUSING, D. 1988, The House of Quality, Harvard Business Review, May-June 1988, 63-73
10. KAHRAMAN, C., ERTAY, T., & BÜYÜKÖZKAN, G. (2006), A Fuzzy Optimization Model For QFD Planning Process Using Analytic Network Approach, European Journal of Operational Research, 171(2), 390-411
11. KARSAK, E. E. (2004), Fuzzy Multiple Objective Programming Framework To Prioritize Design Requirements In Quality Function Deployment, Computers & Industrial Engineering, 47, 149–163
12. KOGURE, M., AKAO, Y. 1983, Quality Function Deployment and CWQC Japan, Quailty Progress, 16, 25–29
13. LAI X., XIE, M., & TAN, K.C. (2005), Dynamic Programming For QFD Optimization, Quality and Reliability Engineering International, 21, 769-780
14. MALEKLY, H.S., MOUSAVI, M. & HASHEMI, H. (2010), A Fuzzy İntegrated Methodology For Evaluating Conceptual Bridge Design, Expert Systems with Applications, 37(7), 4910-4920
15. NUNNALLY, J.C. 1978, Psychometric Theory, 2nd ed. McGraw-Hill, NY
16. PRICE, S. 1997, The Fasces of The Fast Food Market? The Potential for Consortia in Pizza Home Delivery, International Journal of Contemporary Hospitality Management, 9, 101-109
17. RITZER, G. 1993, The McDonaldization of Society, An Investigation Into The Changing Character of Contemporary Social Life, Pine Forge Press, New Bury Park CA
18. SHILLITO, M.L. (1994), Advanced QFD Linking Technology To Market And Company Needs, New York: John Wiley & Sons
19. ŞEN, C. G., & BARAÇLI, H. (2010), Fuzzy Quality Function Deployment Based Methodology For Acquiring Enterprise Software Selection Requirements, Expert Systems with Applications, 37(4), 3415-3426
20. TABACHNICK B.G., FIDELL, L.S., 2001, Using Multivariate Statistics, Allyn & Bacon, Boston
21. ZAİRİ, M., 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

Fast food işletmelerinde mal ve hizmet kalitesinin artırılması için kalite fonksiyon yayılımı uygulaması

Year 2012, Issue: 2, 87 - 104, 01.03.2012

Utku Karpuz Murat Caner Testik Fatma Pakdil

Abstract

Mal veya hizmetlerin müşteri gereksinimlerine göre tasarlanması felsefesine dayanan Kalite Fonksiyon Yayılımı (KFY), müşterinin sesinin dinlenmesi ile yola çıkarak müşteri gereksinimlerini teknik gereksinimlere dönüştüren bir yöntemdir. Kalite iyileştirmede etkin bir araç olarak uzun zamandır kullanılan KFY, bu çalışmada bir fast food işletmesinde uygulanmıştır. Çalışmanın temel amacı, mal ve hizmet kalitesinin arttırılabilmesi için fast food işletmelerinin KFY'den nasıl yararlanabileceklerini bir örnek uygulama vasıtasıyla göstermektir. Çalışmanın ilk aşamasında, müşteri beklentilerinin belirlenmesi için bir soru formu eşliğinde müşterilerle görüşülmüş, beklentiler faktör analizi ile gruplanmıştır. İşletme yetkilileri ile yapılan görüşmelerde teknik gereksinimler belirlenerek müşteri beklentileri ile teknik gereksinimler arasındaki ilişkiler tanımlanmıştır. Aynı alanda faaliyet gösteren bir başka işletmede de yapılan çalışmalar ile her iki işletmenin müşteri memnuniyet seviyeleri analiz edilerek kıyaslanmıştır. Oluşturulan kalite evine göre, en yüksek öneme sahip müşteri istekleri sırasıyla; hizmetin çabukluğu, temizlik ve hijyen ile yiyecek-içecek kalitesidir. Bununla birlikte, en yüksek öneme sahip teknik gereksinimler ise teknik eğitimler, Ar-Ge çalışmaları ve standart metotlar ve reçetelerdir. Son yıllarda pazar payı hızla artan fast food sektöründe rekabetçi ve müşteri odaklı mal/hizmet sunumu ile öne çıkmak isteyen işletmeler, bu çalışmada öne çıkan müşteri isteklerini ve teknik gereksinimleri dikkate alarak süreçlerini iyileştirebilir, KFY'yi değişik alanlarda da kullanarak süreçlerini iyileştirmede faydalar sağlayabilirler.

Keywords

-

References

1. AKAO, Y. 1990, Quality Function Deployment (QFD) Integrated Customer Requirements into Product Design, Productivity Press, Portland
2. ANSARI, A. & MODARRESS, B. (1994), Quality Function Deployment: The Role Of Suppliers, Journal of Supply Chain Management, 30(4), 27-35
3. BENNER, M. 2002, “Can It Be Use to Develop Food Products”, Food Quality and Preference, July 2002, 327-339
4. BHATTACHARYA, A., GERAGHTY, J., & YOUNG, P. (2010), Supplier Selection Paradigm: An Integrated Hierarchical QFD Methodology Under Multiple-Criteria Environment, Applied Soft Computing, 10(4), 1013-1027
5. ÇELEBİ, E. 2007, 2 Milyar Dolarlık Fast Food Pazarı Diyetle Büyüme Arıyor, Hürriyet Gazetesi, 20 Mayıs 2007, Köşe Yazısı
6. DAWSON D. & ASKIN R.G. 1999, Optimal New Product Design Using Quality Function Deployment With Empirical Value Functions, Quality and Reliability Engineering International, 15(1), 17-32
7. FRANCESCHINI, F. 2002, Advanced Quality Function Deployment, CRC Press LLC, Boca Raton FL
8. GARVIN, D.A. 1988, Managing Quality, Free Press, NY
9. HAUSER, J.R., CLAUSING, D. 1988, The House of Quality, Harvard Business Review, May-June 1988, 63-73
10. KAHRAMAN, C., ERTAY, T., & BÜYÜKÖZKAN, G. (2006), A Fuzzy Optimization Model For QFD Planning Process Using Analytic Network Approach, European Journal of Operational Research, 171(2), 390-411
11. KARSAK, E. E. (2004), Fuzzy Multiple Objective Programming Framework To Prioritize Design Requirements In Quality Function Deployment, Computers & Industrial Engineering, 47, 149–163
12. KOGURE, M., AKAO, Y. 1983, Quality Function Deployment and CWQC Japan, Quailty Progress, 16, 25–29
13. LAI X., XIE, M., & TAN, K.C. (2005), Dynamic Programming For QFD Optimization, Quality and Reliability Engineering International, 21, 769-780
14. MALEKLY, H.S., MOUSAVI, M. & HASHEMI, H. (2010), A Fuzzy İntegrated Methodology For Evaluating Conceptual Bridge Design, Expert Systems with Applications, 37(7), 4910-4920
15. NUNNALLY, J.C. 1978, Psychometric Theory, 2nd ed. McGraw-Hill, NY
16. PRICE, S. 1997, The Fasces of The Fast Food Market? The Potential for Consortia in Pizza Home Delivery, International Journal of Contemporary Hospitality Management, 9, 101-109
17. RITZER, G. 1993, The McDonaldization of Society, An Investigation Into The Changing Character of Contemporary Social Life, Pine Forge Press, New Bury Park CA
18. SHILLITO, M.L. (1994), Advanced QFD Linking Technology To Market And Company Needs, New York: John Wiley & Sons
19. ŞEN, C. G., & BARAÇLI, H. (2010), Fuzzy Quality Function Deployment Based Methodology For Acquiring Enterprise Software Selection Requirements, Expert Systems with Applications, 37(4), 3415-3426
20. TABACHNICK B.G., FIDELL, L.S., 2001, Using Multivariate Statistics, Allyn & Bacon, Boston
21. ZAİRİ, M., 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

There are 21 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Utku Karpuz This is me Murat Caner Testik This is me Fatma Pakdil This is me
Publication Date	March 1, 2012
Submission Date	August 16, 2014
Published in Issue	Year 2012 Issue: 2

Cite

APA	Karpuz, U., Testik, M. C., & Pakdil, F. (2012). Fast food işletmelerinde mal ve hizmet kalitesinin artırılması için kalite fonksiyon yayılımı uygulaması. Verimlilik Dergisi(2), 87-104.