Manufacturing firms that raise their competitive profile by tailoring services to meet volatile customer requirements and expectations have clear opportunities for growth and success. In view of this, a company has to convert its ‘product strategies’ into ‘product and service strategies’, i.e. become service oriented, which entails offering a blend of tangible and intangible goods. This paper illustrates the results of a study regarding the development and implementation of a service strategy making use of a methodology based on Quality Function Deployment (QFD). This methodology is designed to pinpoint customer needs and to identify a range of complementary services that will enhance customer satisfaction. This study was conducted at a leading Italian manufacturer of heating units.
DEVELOPING CUSTOMER ORIENTATION STRATEGY IN MANUFACTURING FIRMS THROUGH QUALITY FUNCTION DEPLOYMENT: A CASE STUDY FROM THE HEATING INDUSTRY
PANIZZOLO, ROBERTO;
2005
Abstract
Manufacturing firms that raise their competitive profile by tailoring services to meet volatile customer requirements and expectations have clear opportunities for growth and success. In view of this, a company has to convert its ‘product strategies’ into ‘product and service strategies’, i.e. become service oriented, which entails offering a blend of tangible and intangible goods. This paper illustrates the results of a study regarding the development and implementation of a service strategy making use of a methodology based on Quality Function Deployment (QFD). This methodology is designed to pinpoint customer needs and to identify a range of complementary services that will enhance customer satisfaction. This study was conducted at a leading Italian manufacturer of heating units.Pubblicazioni consigliate
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