طراحی محصول با استفاده از رویکرد تلفیقی AHP-QFD

نوع مقاله: مقاله پژوهشی

نویسندگان

1 عضو هیات علمی گروه مدیریت، واحد مهاباد، دانشگاه آزاد اسلامی، مهاباد، ایران

2 مدرس گروه مدیریت، واحد مهاباد، دانشگاه آزاد اسلامی، مهاباد، ایران

چکیده

صنعت فرش یکی از صنایع قدیمی ایران می‌باشد و مانند سایر صنایع توجه به خواسته های مشتریان برای آن دارای اهمیت زیادی می‌باشد. از این رو همواره راهکارهای مختلفی برای شنیدن صدای مشتریان ارائه شده است و محققان مختلفی سعی در بهبود آن را داشته‌اند. یکی از روش‌های شنیدن صدای مشتری، روش گسترش کیفی عملکرد می‌باشد. تعدادی از محققان برای بهبود روش گسترش کیفی عملکرد تلاش کرده‌اند که یکی از آن‌ها تلفیق این روش با رویکرد تحلیل سلسله مراتبی می‌باشد. با وجود اصلاح صورت گرفته در این روش، هنوز این روش دارای اشکال می‌باشد در نتیجه در این تحقیق از روش اصلاح شده گسترش کیفی عملکرد و رویکرد تحلیل سلسله مراتبی برای شنیدن خواسته های مشتریان فرش استفاده شده است. این تحقیق در شرکت فرش شایسته کاشان صورت می‌گیرد. هدف این تحقیق طراحی محصول می باشد. اطلاعات لازم از تیم گسترش کیفی عملکرد و مشتریان به وسیله مصاحبه و پرسشنامه گرفته شده است. در این پژوهش از 2 ماتریس اول رویکرد 4 ماتریسی گسترش کیفی عملکرد استفاده شده است. نتایج بیانگر این است که خواسته‌هایی مثل خواسته های طول عمر فرش و حفظ کیفیت در اثر شستشو دارای اهمیت بسیار بالایی هستند و در ماتریس طراحی محصول ملاحظه شد که ارتفاع نخ خاب، طرح بافت و نخ پود دارای اهمیت بیشتری هستند.
 

کلیدواژه‌ها


عنوان مقاله [English]

Product Design Using QFD-AHP Method

نویسندگان [English]

  • Ali Atashsooz 1
  • Esmaeol Mazroui Nasrabadi 2
  • Mandana Bordbar 2
1 Member of Faculty Staff, Department of Management, Mahabad Branch Islamic Azad University, Mahabad, Iran
2 Lecturer at Department of Management, Mahabad Branch Islamic Azad University, Mahabad, Iran
چکیده [English]

The carpet industry is one the oldest industries in Iran and like every other industry, paying attention to consumers' needs is a vital factor. Therefore, always many courses of action have been used for understanding the voice of customers. Many researchers have studied to improve these solutions. Quality function deployment (QFD) is one of the famous ways to understand the voice of customer (VOC). Some of the researchers have investigated to boost the QFD technique and the integrated model of QFD with analytical hierarchy process (AHP) is one of their findings. Beside many modifications in this model, there are some deficiencies. So, in this research, we use the modified model of QFD and AHP to know the desires of carpet customers. This research is done in Shayesteh Carpet Company located in Kashan city. The research aim is to study the product design and development. The necessary data has been gathered via some interviews and questionnaires from QFD team as well as the customers. Moreover, the first two matrixes of four matrixes QFD have been applied. The findings demonstrate some desires important to customers such as carpet lifetime and fixed quality in washing. Also, the product development matrix showed that the high of pile and weft have high significance.
 

کلیدواژه‌ها [English]

  • QFD
  • AHP
  • Customer Needs
  • Product Characteristics
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