عنوان انگلیسی مقاله:

TQM and QFD: exploiting a customer complaint management system

ترجمه عنوان مقاله: مدیریت کیفیت جامع و گسترش عملکرد مدیریت: استفاده از سیستم مدریت شکایت مشتری

رشته: مدیریت بازاریابی

سال انتشار: 2005

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Abstract

Purpose: To present a simple yet comprehensive customer complaint management system (CCMS) which includes tools and concepts from total quality management (TQM) and quality function deployment (QFD) proposed by the authors.

Design/methodology/approach:

A comprehensive CCMS model based on the Deming cycle that integrates practice-tested methodologies such as QFD, problem solving and failure mode effect analysis (FMEA) was developed. In order to provide an example of the application, possibilities and limitations of our proposed CCMS model, a project developed for a major Latin American transportation company is presented.

Findings: Excellent service can only be achieved with a profound knowledge of evolving customer needs. Functional CCMS should be implemented in every company, regardless of its size, structure or products. QFD, FMEA and problem-solving tools are very useful but, rather than the tools themselves, the fundamental element to develop a successful CCMS is the spirit of improvement towards total customer satisfaction energized by top management’s leadership and commitment.A successfully implemented CCMS can change the perspective of complaint management and transform the process of answering complaints from a trivial activity to a more exciting process-design and learning experience, renovating the spirit of continuous improvement towards service excellence.

Research limitations/implications: The model may not be useful to some major companies that already have their own database systems for storing and analyzing customer complaints in real time. The results were only validated in a single project with its particular characteristics.

Practical implications: In a service economy, comprehensive systems for capturing, analyzing and translating customer complaints into adequate actions for focused improvement are required for competitiveness. Simple CCMS can be implemented without significant investment, in order to exploit customer complaints.

Originality/value: This paper presents a simple, yet comprehensive CCMS based on practice-tested methodologies successfully implemented in an improvement project. Companies that do not have formal CCMS can find efficiency in the model because of its simplicity.

Keywords: Quality function deployment, Complaints, Customer services quality, Failure modes and effects analysis

Paper type: Research paper

چکیده مقاله

Introduction

A decade ago, even before the “internet boom”, Zeithaml et al. (1990 p. 1) reported that “executives ranked the improvement of service and tangible product quality as the single most critical challenge facing U.S. business”. In addition, services accounted for approximately 75 percent of the US gross national product (GNP), and 90 percent of the new jobs the economy created. This transition towards a service economy hasrepresented a global trend and is a major competitive issue. Nevertheless, service worldwide does not appear to have improved as much as customers require. Furthermore, in many service industries, current customer complaints are the same as were received ten years ago.
Deming (1986) believed that failures in service, and therefore complaints, are inevitable due to the number of variables and perceptions involved in service transactions. He also showed us, with his Deming cycle, that feedback and learning from mistakes were both key ingredients for achieving true TQM and sustained profitability. As Zeithaml et al. (1990 p. 3) wondered, “How do we explain the incongruity that service excellence pays off and yet it is in such short supply?” If service companies frequently get information from the customer about what is going wrong, why are so many service companies not changing fast enough?

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