روشي جديد براي وزن‌دهي به خواسته‌هاي مشتريان و اولويت‌بندي مشخصه‌هاي فني محصول با رويكرد QFD فازي

Determination of Technical Characteristics of Products and Their Priority Based On Fuzzy QFD

امروزه براي تبديل خواسته‌هاي مشتريان به مشخصه‌هاي فني محصول از رويكرد گسترش عملكرد كيفيت يا گسترش كارايي كيفي (QFD) به‌طور وسيعي استفاده مي‌شود. در اين رويكرد رتبه‌بندي و وزن‌دهي صحيح هريك از خواسته‌هاي مشتريان حايز اهميت است، چرا كه اين امر بر ارزش نهايي مشخصه‌هاي فني محصول تاثير خواهد گذاشت. هر فرد تصميم‌گيرنده درك متفاوتي از ارزيابي متغيرهاي زباني در محيط فازي دارد، هدف از اين تحقيق روش جديد وزن‌دهي به خواسته‌هاي مشتريان و مشخصه‌هاي فني براساس اطلاعات رقبا و ارايه‌ي روش سيستماتيك QFD فازي است. موفقيت يك محصول نه‌تنها به مطابقت با نيازهاي مشتريان، بلكه به مقايسه و ارزيابي محصولات رقبا نيز بستگي دارد. اكثر روش‌هاي پيشين تنها بر ديدگاه مشتري متمركز بوده‌ و از محيط رقابتي چشم‌پوشي كرده‌اند. روش پيشنهادي شامل موقعيت رقبا‌، وزن‌دهي متفاوت مشتريان گوناگون‌، عملكرد فعلي و نظر مشتريان به درك‌هاي متفاوت از متغيرهاي زباني‌، درنظر گرفتن سقف خانه‌ي كيفيت فازي، به‌علاوه استفاده از رياضيات فازي به‌جاي اعداد قطعي در مقايسه با روش‌هاي قبل است. اين روش مي‌تواند بهترين استراتژي طراحي محصول را در اختيار سازمان قرار دهد .

In a competitive environment, quality and price have an important role to play in the production of commodities. For this purpose, increasing the quality at a reasonable price is the first and most important issue for achieving a share in the market. Quality Function Deployment (QFD) has been one of the most successful tools for this purpose, for some years. Using QFD, we design and produce the finished goods or services which satisfy the needs of the customers. In fact, QFD transforms the needs of the customer to the technical characteristics of the product. However, usually, customer needs are presented in the form of subjective and verbal statements, which causes a reduction in the effectiveness of the questioners who are determining customer needs. The fuzzy approach has solved this problem. During the construction of QFD, using fuzzy numbers instead of crisp numbers, better results will be obtained. Fuzzy logic shows a range for each customer idea. Comparing the crisp with the fuzzy numbers, crisp numbers only identify one point in a wide range of possibilities. These issues are more highlighted when customer beliefs regarding one issue may be quite different from another. In this paper, all these possibilities are considered when the fuzzy environment for projecting the view of the customers is considered. First, the fuzzy environment and the house of quality are introduced. Then, a complete example, concerning the house of quality matrix as the most important factor in QFD, is presented. After determination of the technical characteristics of the product, the most important, determined by Pareto’s law, are transmitted to the next step, which is the designing of the product. With emphasis on these important characteristics, by using fuzzy numbers for projecting the view of customer needs and by improving the design of the product based on them, we can be sure that customer satisfaction will be improved.