Abstract
Article history: Received April 28, 2012 Accepted 16 July 2012 Available online July 17 2012 Quality Function Deployment (QFD) as one of the quality engineering methods; originates from market study and product or service customers identification, where by determining their needs; tries to involve them in all stages of product or service development. This study uses QFD method to apply customers’ criteria in production of Coach Plasma in Mashhad`s Sahateb Company. Coach Plasma is used for healthy bloodletting. The proposed study of this paper designed and distributed a questionnaire, which includes identification & determination of customers’ needs and investigation of their satisfaction of manufactured products, while looking for technical and engineering characteristics related to their needs. The Coach Plasma costumers are categorized into two groups of local and external customers. Data collection was done based on available documents, experts opinions, structured interview with managers and questionnaire. Customers’ needs were studied in QFD teams. Collecting essential information such as needs importance degree and competitive benchmarking of customer`s needs, the weight of each need has been evaluated. In this research, House of Quality was used from first matrix of QFD leading to estimation of engineering & technical characteristics in order to enter to the quality deployment matrix. Take a look at obtained results, we could mention the role of each of these external factors in satisfaction of Sahateb Company customers and technical characteristics of the company in providing these factors and the prioritization of the customer's needs. © 2012 Growing Science Ltd. All rights reserved.
Highlights
In the present era, organizations focus on the customer and follow up necessary measures to implement customer-orientation culture in all levels of the organization
The important relationship between production and marketing has been known in the late 1960s, i.e., when Japanese used QFD (Quality Function Deployment) to design products with features and taste of customers
Most researches on QFD have been carried out in the industry sector but this technique has recently been used in the field of services as well
Summary
Organizations focus on the customer and follow up necessary measures to implement customer-orientation culture in all levels of the organization. Relationship between marketing and production departments in any organization seems necessary in order to provide goods, which can meet customer’s satisfaction in the best possible form. The important relationship between production and marketing has been known in the late 1960s, i.e., when Japanese used QFD (Quality Function Deployment) to design products with features and taste of customers. They believe that constant changes resulting from the globalization process and innovation in technology, which affects business environment severely, force organizations to create new competitive advantages in order to maintain their situation in the market. Given the application of QFD, it was decided to use this model in a company as producer of medical equipment (Saha Teb Mashhad Company)
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