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Approach based on fuzzy goal programing and quality function deployment for new product planning

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  • Chen, Liang-Hsuan
  • Ko, Wen-Chang
  • Yeh, Feng-Ting

Abstract

Quality function deployment (QFD) is a useful planning tool for facilitating new product planning (NPP) to maximize customer satisfaction. Although customer satisfaction is an important goal in NPP, other goals must also be taken into account. The evaluation of QFD involves vagueness and imprecision and thus fuzzy approaches have been applied. This study considers the satisfaction of each customer requirement (CR) as the response variable and the fulfillment levels of the corresponding design requirements (DRs) as the explanatory variables. Each CR's satisfaction expression is formulated using the mathematical programing method. Experimental design and fuzzy sets are employed to collect the input–output data set based on the evaluated relationships between CRs and DRs and the correlations among DRs in QFD processes based on the QFD team's ability, experience, and knowledge. Considering three objectives, namely the maximum customer satisfaction, minimum incremental cost and minimum technical difficulty of DRs in NPP, an additive fuzzy goal programing model is proposed to obtain the optimal satisfaction under the preemptive priority structure of all goals. Furthermore, considering that customer satisfaction complies with Herzberg's two-factor theory, this study incorporates the concept of motivation and hygiene factors into the model, to modify the fulfillment levels of DRs to enhance customer satisfaction. A numerical example is used to demonstrate the applicability of the proposed model.

Suggested Citation

  • Chen, Liang-Hsuan & Ko, Wen-Chang & Yeh, Feng-Ting, 2017. "Approach based on fuzzy goal programing and quality function deployment for new product planning," European Journal of Operational Research, Elsevier, vol. 259(2), pages 654-663.
    • Handle: RePEc:eee:ejores:v:259:y:2017:i:2:p:654-663
    DOI: 10.1016/j.ejor.2016.10.028
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    References listed on IDEAS

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    1. Chen, Liang-Hsuan & Ko, Wen-Chang, 2010. "Fuzzy linear programming models for NPD using a four-phase QFD activity process based on the means-end chain concept," European Journal of Operational Research, Elsevier, vol. 201(2), pages 619-632, March.
    2. Yan, Hong-Bin & Ma, Tieju, 2015. "A group decision-making approach to uncertain quality function deployment based on fuzzy preference relation and fuzzy majority," European Journal of Operational Research, Elsevier, vol. 241(3), pages 815-829.
    3. Chan, Lai-Kow & Wu, Ming-Lu, 2005. "A systematic approach to quality function deployment with a full illustrative example," Omega, Elsevier, vol. 33(2), pages 119-139, April.
    4. Goode, Sigi & Lin, Chinho & Fernandez, Walter & Jiang, James J., 2014. "Exploring two explanations of loyalty in application service provision," European Journal of Operational Research, Elsevier, vol. 237(2), pages 649-657.
    5. Chan, Lai-Kow & Wu, Ming-Lu, 2002. "Quality function deployment: A literature review," European Journal of Operational Research, Elsevier, vol. 143(3), pages 463-497, December.
    6. Pan, Jeh-Nan & Nguyen, Hung Thi Ngoc, 2015. "Achieving customer satisfaction through product–service systems," European Journal of Operational Research, Elsevier, vol. 247(1), pages 179-190.
    7. Chen, Liang-Hsuan & Tsai, Feng-Chou, 2001. "Fuzzy goal programming with different importance and priorities," European Journal of Operational Research, Elsevier, vol. 133(3), pages 548-556, September.
    8. Chen, Liang-Hsuan & Weng, Ming-Chu, 2006. "An evaluation approach to engineering design in QFD processes using fuzzy goal programming models," European Journal of Operational Research, Elsevier, vol. 172(1), pages 230-248, July.
    9. Kim, Kwang-Jae & Moskowitz, Herbert & Dhingra, Anoop & Evans, Gerald, 2000. "Fuzzy multicriteria models for quality function deployment," European Journal of Operational Research, Elsevier, vol. 121(3), pages 504-518, March.
    10. Carnevalli, Jose A. & Miguel, Paulo Cauchick, 2008. "Review, analysis and classification of the literature on QFD--Types of research, difficulties and benefits," International Journal of Production Economics, Elsevier, vol. 114(2), pages 737-754, August.
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    Cited by:

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    4. Jiawei Shi & Yan Zhou, 2022. "Group Decision Making for Product Innovation Based on PZB Model in Fuzzy Environment: A Case from New-Energy Storage Innovation Design," Mathematics, MDPI, vol. 10(19), pages 1-26, October.
    5. Wu, Xin & Nie, Lei & Xu, Meng, 2017. "Robust fuzzy quality function deployment based on the mean-end-chain concept: Service station evaluation problem for rail catering services," European Journal of Operational Research, Elsevier, vol. 263(3), pages 974-995.
    6. Liang-Hsuan Chen & Sheng-Hsing Nien, 2020. "Mathematical programming approach to formulate intuitionistic fuzzy regression model based on least absolute deviations," Fuzzy Optimization and Decision Making, Springer, vol. 19(2), pages 191-210, June.
    7. Ziyuan Tang & Hasan Dinçer, 2019. "Selecting the House-of-Quality-Based Energy Investment Policies for the Sustainable Emerging Economies," Sustainability, MDPI, vol. 11(13), pages 1-22, June.
    8. Yilmaz, Omer Faruk & Ozcelik, Gokhan & Yeni, Fatma Betul, 2020. "Lean holistic fuzzy methodology employing cross-functional worker teams for new product development projects: A real case study from high-tech industry," European Journal of Operational Research, Elsevier, vol. 282(3), pages 989-1010.

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