Abstract
In a competitive and global business environment, satisfying customer’s requirements (CRs) is a key factor to obtain competitive advantage. Quality Function Deployment (QFD) methodology is defined as a methodology to evaluate features or functions that affect the quality or services of products or service for satisfying customer requirements. The main objective of QFD methodology is to maximize customer satisfaction meeting expectations obtained directly from the customer what they would want to purchase. In order to deal with subjectivity and uncertainty in the transformation of customer evaluations Fuzzy Set Theory (FST) can be used successfully. In this study, to maximize customer satisfaction in a clothing retail chain which serve in Turkey, Fuzzy Analytic Hierarchy Process (FAHP) is integrated with QFD methodology. The approach is compared to ordinary Fuzzy QFD methodology to show superiority of the proposed approach. Conclusions and future research opportunities are provided at the end of the study.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Disfani, O., Mantrala, M., Yusta, A., Ruiz, P.: The impact of retail store format on the satisfaction-loyalty link: an empirical investigation. J. Bus. Res. 77, 14–22 (2017)
Krishna, A., Deshwal, P.: Customer service experience and satisfaction in retail stores. 2016 3rd International Conference on Computing for Sustainable Global Development (INDIACom) (2016)
Adly, I., Eid, R.: An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. J. Retail. Consum. Serv. 31, 217–227 (2016)
Ramanathan, U., Subramanian, N., Yu, W., Vijaygopal, R.: Impact of customer loyalty and service operations on customer behaviour and firm performance: empirical evidence from UK retail sector. Prod. Planning & Control 28(6–8) (2017)
Pontevia, A., Vanhuele, M.: Where do customer loyalties really lie, and why? Gender differences in store loyalty. Int. J. Retail Distrib. manage. ISSN 0959-0552, ZDB-ID 1026884-4. 44(8), 799–813 (2016)
Wang, C., Zhang, M., Tu, J.: Competitiveness evaluation of china chain retail enterprises based on AHP-fuzzy. Service Operations and Logistics, and Informatics (SOLI), IEEE International Conference on, IEEE, 2013, pp. 574, 160–165 (2013)
Nikhashemi, R., Tarofder, A., Gaur, S., Haque, A.: The effect of customers’ perceived value of retail store on relationship between store attribute and customer brand loyalty: some insights from Malaysia. Procedia Econ. Finance 37, 432–438 (2016)
Fu, H., Chang, T., Lin, A., Wei, S., Chien, C.: Applying FSE to enhance customer value by improving store image in different consumer groups. Total Qual. Manage. Bus. Excellence 28(5–6) (2017)
Hsu, T.H., Lin, L.Z.: QFD with fuzzy and entropy weight for evaluating retail customer values. Total Qual. Manage. Bus. Excellence 17(7), 935–958 (2006)
Ailawadi, K.L., Keller, K.L.: Understanding retail branding: conceptual insights and research priorities. J. Retail. 80, 331–342 (2004)
Lin, Y., Li, Y., Tsay, C.: An investigation of the relationship between customer satisfaction and loyalty on the brand image of Taiyen’s products-a case study of the customer in Pingtung area. J. Mark. Manage. 3(1), 53–63 (2015)
Kahraman, C., Ulug, I., Othan, C., Ozen, Y.: Efficiency Analysis in Retail Sector: Implementation of Data Envelopment Analysis in a Local Supermarket Chain, The International Symposium for Production Research ISPR 2018: Proceedings of the International Symposium for Production Research 2018, pp. 884–897(2018)
Ko, K., Chang, M., Bae, E., Kim, D.: Efficiency analysis of retail chain stores in Korea. Sustainability 9(9), 1629 (2017). https://doi.org/10.3390/su9091629
Biscaia, A., Rosa, M., Sarrico, M.: Assessing customer satisfaction and loyalty in the retail sector. Int. J. Qual. Reliab. Manage. 34(9) (2017)
Khsoo, L.P., Ho, N.C.: Framework of a fuzzy quality function deployment system. Int. J. Prod. Res. 34, 299–311 (1996)
Fung, K., Popplewell, R., Xie, J.: An intelligent hybrid system or customer requirements analysis and product attribute targets determination. Int. J. Prod. Res. 36, 13–34 (1998)
Zadeh, L.A.: Fuzzy sets. Inform. Control 8(3), 338–353 (1965)
Saaty, T.: A scaling method for priorities in hierarchical structures. J. Math. Psychol. 15(3), 234–281 (1977)
Kwong, C., Bai, H.: A fuzzy AHP approach to the determination of importance weight of customer requirements in quality function deployment. J. Intell. manuf. 13, 367–377 (2002)
Chang, D.: Applications of the extent analysis method on fuzzy AHP. European J. Oper. Res. 95(3), 649–655 (1996)
Wang, Y.M., Leu, Y., Hua, Z.: On the extent analysis method for fuzzy AHP and its applications. Eur. J. Oper. Res. 186, 735–747 (2008)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Seker, S. (2020). Fuzzy AHP-QFD Methodology and Its Application to Retail Chain. In: Kahraman, C., Cebi, S., Cevik Onar, S., Oztaysi, B., Tolga, A., Sari, I. (eds) Intelligent and Fuzzy Techniques in Big Data Analytics and Decision Making. INFUS 2019. Advances in Intelligent Systems and Computing, vol 1029. Springer, Cham. https://doi.org/10.1007/978-3-030-23756-1_140
Download citation
DOI: https://doi.org/10.1007/978-3-030-23756-1_140
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-23755-4
Online ISBN: 978-3-030-23756-1
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)