Customer Driven Quality Improvement of a Specific Product Through Ahp and Entropy Based Qfd: A Case Study

Abstract

Understanding the voice of the customers (VOCs) and properly incorporating their preferences and perceptions into the conceptual design process is the core step of customer-driven product development. To improve customer satisfaction and market profitability, the design team should have a customer-driven quality management and product development system. Quality function deployment (QFD) is an important customer-driven quality management tool that helps identify customer requirements and translate them into proper technical measures. This paper focuses on the application of the AHP and an entropy-based QFD approach on a manufacturing company to improve the quality of its product (blender) and determine the priorities for further improvement. The paper shows how customer requirements can be identified and applied to prioritize the design requirements for improving the quality of a blender. The Analytic Hierarchy Process (AHP) is integrated to determine the final importance of the weights of the customer needs, and entropy is used to determine the set of priority ratings. This integrated framework can help achieve an effective evaluation of the final design solution for product development by overcoming the pitfalls of the traditional QFD approach. An application in a Bangladeshi company that produces blenders is presented to illustrate the performance of the proposed approach.

Service Quality Improvement Strategy in The Auto Insurance Industry: Customer Perspective Study

“…Quality Function Deployment (QFD) is one of the quantitative methods in Total Quality Management to develop customer-driven products [42]. QFD is a four-phase structured methodology for translating customer requirements into design requirements and subsequently into part characteristics, process plans, and associated production requirements [43][44][45]. In QFD, the customer requirements planning matrix, also known as the house of quality (HOQ), is the first phase in investigating customer requirements and market requirements [46,47].…”

Enhancing voice of customer prioritisation in QFD by integrating the competitor matrix

“…Sahney et al (2004) integrated QFD and a service quality method to improve higher education system. Karmaker et al (2019) focused on integration of AHP and entropy-based QFD approach. They applied the developed procedure to a manufacturing company to enhance the quality of their product and evaluate the priorities for improved results.…”

An Integrated of AHP–QFD Methodology For Poduct Design: A Review

“…Parvez et al [39] argued that AHP-QFD integration is used in phase one of QFD. Gagreet Singh Hundal and Dr.Suman Kant (2014), integrated QFD with AHP and fuzzy logic to obtain product design decision-makers based on customers' needs.…”

“…Parameter Method Applications [35] Technical requirements Material selection for vehicle structure [21] Customer needs, Technical requirements Design of washbasin ceramics [36] Customer needs, product attributes Chair design [37] Customer needs, Technical requirements, Product attributes Bathtub [38] Customer needs, Technical requirements, Product attributes Automotive Weight Sensor [39] Technical requirements, Product attributes Blender Table 3 above shows that the QFD integration model with AHP is used to identify and define design parameters and variables. AHP is useful for weighing choices against effective consumer needs.…”

“…[38] Customer input data and technical specifications are not explained, as well as the results of the advanced integration model are not reflected in QFD matrices, so the results of the integration were unknown. [39] The integrated model developed is more focused on the AHP model, and the integration into the QFD process only stops in the QFD first phase. Meanwhile, integration measures are not discussed in detail.…”