Abstract
This study examines the challenges of the interface of design, production, marketing and customer satisfaction in relation to product quality. In product development process there is linear function relationship whereby, when one unit completes its assignment, it hands over to another unit until the product is finally lunched into the market. In another, there is a simultaneous relationship in which all the units concerned such as design, R&D, production and marketing integrate their responsibilities. The main objective of the study is to determine which of the two approaches is more efficient and effective in relation to product quality and consequently customer satisfaction. Managers from the tyres and roofing sheet Product Company constitute the sample. This study employed descriptive statistics to determine the effects of an interface of design, production and marketing in satisfying customers in relation to product quality and price. The study revealed that an interface between the three mentioned departments from idea generation to product launch leads to high product quality that meets customers requirement when carried out simultaneously. Key words: Interface, product quality, custoemr satisfaction, linear function, simultaneous function, interdepartmental conflict.
Highlights
As competition becomes intensively globalized, understanding and accommodating the needs, wants and aspirations of consumers from different cultural backgrounds have become increasingly important
there is a continuous setting of higher standards
anticipate the idea set of products
Summary
As competition becomes intensively globalized, understanding and accommodating the needs, wants and aspirations of consumers from different cultural backgrounds have become increasingly important. An examinations and understanding of customer expectations in quality perceptions and in future purchase intentions is of great importance in a competitive marketing environment (Boulding et al’., 1993; Kopalle and Lehmann, 2006). Customers’ needs and expectations are always changing and this will lead to a situation where customers keep setting ever higher standards. Knowing the needs of the customers makes it easier to anticipate the ideal set of products that will satisfy them
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