به كارگيري QFD فازي در مديريت استراتژيك عرضه محصول: مطالعه موردي در شركت پارس الكتريك

Strategic Management of Logistics Services with a Fuzzy QFD Methodology" "A Case Study in Pars Electric Company"

Today world is changing rapidly. Communications are prevailing every day, information access becomes easier and competition for selling goods gets more sever. One can no more impose the customer to buying a good. It seems that the most successful manufacturers emphasize on an important principle; a simple and at the same time, difficult principle, namely "customer service management". Supply chain management and logistics literature indicates that this principle has changed into a strategic goal for organizations. Companies have found out that with, more customersʹ satisfaction and more market share can be obtained by enrichment of their logistics performance. The methodology used in this research is based on quality function deployment (QFD) approach. It shows that the application of house of quality (HOQ) method improves the efficiency and effectiveness of logistics services and therefore leads to customersʹ satisfaction. Also, in order to avoid subjective judgment weak points, fuzzy logic has been used. This methodology has been performed in "Pars Electric Company" for determining strategic activities in the strategic management of car radio.