Application of Quality Function Deployment (QFD) in the Customer Service Process of a Supermarket Chain
This article explores the use of QFD to address issues related to the marketing of goods and customer service in a supermarket chain. The chain had difficulty dealing with customer feedback regarding product variety, store design, and service effectiveness. The main objective is to use QFD to identi...
| Autores: | , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Recursos: | Sindicato das Secretárias do Estado de São Paulo (SINSESP) |
| Repositorio: | GeSec |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs2.revistagesec.org.br:article/4119 |
| Acesso em linha: | https://ojs.revistagesec.org.br/secretariado/article/view/4119 |
| Access Level: | acceso abierto |
| Palavra-chave: | Quality Function Deployment qfd market positioning customer service supermarket chain quality Desdobramento da Função Qualidade QFD Posicionamento de Mercado Atendimento ao Cliente Rede de Supermercados Qualidade Despliegue de la Función de Calidad posicionamiento de mercado servicio al cliente cadena de supermercados calidad |
| Resumo: | This article explores the use of QFD to address issues related to the marketing of goods and customer service in a supermarket chain. The chain had difficulty dealing with customer feedback regarding product variety, store design, and service effectiveness. The main objective is to use QFD to identify and categorize customer needs, which were then transformed into practical improvements that could be implemented to enhance the consumer experience. The method proved effective in: systematizing a large set of internal and external information about the chain, facilitating the subsequent planning of customer service actions; identifying consumer needs as well as prioritizing procedures that best meet the customer's voice aligned with the service delivery capacity of the units. The results demonstrated that the implementation of QFD prioritizes customer satisfaction and increases the supermarket chain's competitive advantage in the market. It is concluded that QFD is a promising tool that can be used to align the company’s operations with customer demands, leading to significant improvements in the quality of service and positive market perception. |
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