كليدواژه :
تيشرت , چاپ , كانو , QFD , نياز مشتري
چكيده فارسي :
امروزه تي‌شرت‌ها نه تنها به عنوان يك جزء كلاسيك از پوشش هستند، بلكه مشابه يك بوم خالي براي هنرمندان و كارآفرينان عمل مي‌كنند. به اين دليل چاپ روي تيشرت به يك تجارت مشهور تبديل شده است. جامعه‌ي مورد نظر در اين پژوهش كه از نظر ماهيت كاربردي و روش پيشبرد آن توصيفي – تحليلي مي‌باشد كليه‌ي مصرف‌كنندگان تيشرت در شهر مشهد مي‌باشند. علاوه بر سوالات تنظيم شده در پرسشنامه، براي شناسايي الزامات فني محصول از روش مصاحبه‌ي حضوري با خبرگان چاپ تي-شرت نيز استفاده شد. در اين پژوهش، ابتدا خانه‌ي كيفيت مطابق فرآيند 6 مرحله‌اي، بر اساس ميانگين نتايج هر الزام (خواسته)، تكميل گرديد و در نهايت اولويت‌بندي خواسته‌هاي برتر و در نتيجه اولويت‌بندي الزامات فني ضروري و مهم‌تر جهت توصيه به كارگاه‌ها و شركت‌هاي چاپ ارائه گرديد. نتايج نشان داد استفاده از رنگ طبيعي، به كار بردن رنگ سال، گارانتي چاپ، تنوع تكنيك‌هاي چاپ و طراحي‌هاي سه بعدي كه همگي الزام انگيزشي هستند، اولويت‌هاي برتر خواسته‌هاي مشتريان تيشرت بشور و بپوش و مهماني است بنابراين صاحبان صنايع و كارگاه‌هاي چاپ، بايد اهتمام بيشتري نسبت به برآورده شدن نيازهاي انگيزشي به خرج دهند زيرا رضايت بالايي را در مصرف‌كنندگان ايجاد كرده و در فروش محصولات خود نيز موفق‌تر خواهند بود.
چكيده لاتين :
Today, T-shirts are not only a classic component of clothing, but also act as a blank canvas for artists and entrepreneurs. For this reason, printing on T-Shirt has become a famous business. The population of this research, which in terms of nature is practical and its method of promotion is descriptive-analytical, is all T-shirt consumers in Mashhad. In addition to the questions set in the questionnaire, the face-to-face interview method with T-shirt printing experts was used to identify the technical requirements of the product. In this research, firstly the quality house according to 6 steps process based on the average of results of each requirement (request) was completed. In first step that includes listing the customer needs (whats), after assessing on a set of the initial customer needs of T-shirt printing, among about 40 demands ,20 top demands were identified by surveying experts and it was considered according to the list in the table based on the prioritization of the basic, functional and motivational requirements in the questionnaire. The second step is to list the technical explanations (hows). In this step, after reviewing by a team of experts, 13 top technical characteristics were selected among the available technical characteristics and according to the table list, it was inserted at the top of the quality house matrix. The third step is to develop a communication matrix between WHATS and HOWS. In this step, the matrix development was done by expert's team and the relationship between customer needs and the technical characteristics of product were scored peer to peer with the numbers 1, 3, 5, 7 and 9. The fourth step is to develop the internal communication of matrix between HOWS that is used to determine all internal communication among technical characteristics. In this section, symbols were used to show the strengths and weaknesses of the relationship between each pair of technical characteristics. The fifth step is to improve demands and the quality requirements of customer and ranking. In the section of completing quality house, after determining the amount of improvement in each of the quality demands (Whats) compared to the current situation, the relative importance of each quality requirement was calculated to further analysis in the later stages of QFD. Then, after reviewing and based on achieved results, the prioritization of customer needs and wants were categorized.
