Fuzzy AHP-QFD Methodology and Its Application to Retail Chain

Abstract

In a competitive and global business environment, satisfying customer’s requirements (CRs) is a key factor to obtain competitive advantage. Quality Function Deployment (QFD) methodology is defined as a methodology to evaluate features or functions that affect the quality or services of products or service for satisfying customer requirements. The main objective of QFD methodology is to maximize customer satisfaction meeting expectations obtained directly from the customer what they would want to purchase. In order to deal with subjectivity and uncertainty in the transformation of customer evaluations Fuzzy Set Theory (FST) can be used successfully. In this study, to maximize customer satisfaction in a clothing retail chain which serve in Turkey, Fuzzy Analytic Hierarchy Process (FAHP) is integrated with QFD methodology. The approach is compared to ordinary Fuzzy QFD methodology to show superiority of the proposed approach. Conclusions and future research opportunities are provided at the end of the study.