بررسی تأثیر گسترش عملکرد کیفی روی عوامل کلیدی سازمان‌های خدماتی
محورهای موضوعی : مدیریت بازرگانی
ناصر فقهی فرهمند
1
(
عضو هیأت علمی (دانشیار) گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
)
کلید واژه: عوامل کلیدی سازمان‌های خدماتی, گسترش عملکرد کیفی,
چکیده مقاله :
در جهان امروز که سازمان‌ها در محیطی با تغییرات مداوم به حیات خود ادامه می‌دهند، هر کدام برای بقاء و دوام خود به طریقی در تکاپو هستند. در این راستا مشتریان یا اربابان رجوع آن‌ها به عنوان علت وجودی و ادامه حیات سازمان‌ها از اهمیت خاصی برخوردار است که جلب رضایت آنان از خط‌مشی‌های بسیار مهم و کارآمد برای تضمین بقای هر سازمانی می‌باشد. بدین جهت برخی از سازمان‌های خدماتی فعال با روش گسترش عملکرد کیفی یا QFD[1]بررسی شدند زیرا امروزه مدیریت کیفیت برای سازمان‌هایی که خواستار حضور موفق و مداوم در بازارهای رقابتی هستند، حائز اهمیت است. در این پژوهش[2]برای تحقق هدف تحقیق یعنی نظرسنجی از سازمان‌های خدماتی فعال، به بررسی این عنوان که گسترش کیفی عملکرد با عوامل کلیدی عملکرد سازمان‌های خدماتی شامل کیفیت خدمات، ارزش خدمات، هزینه سازمان، تعرفه مناسب، زمان خدمات، رسیدگی شکایات، اطلاع‌رسانی به موقع، حمایت مشتریان و رضایت پرسنل تأثیر دارد، پرداخته شد. بدین منظور با استفاده از مصاحبه و پرسشنامه تأثیر QFD بر روی عوامل کلیدی سازمان‌های خدماتی بررسی گردید. یافته‌ها عوامل کلیدی عملکرد سازمان‌های خدماتی بعد از اجرای QFD را در حد مطلوب نشان داد و می‌توان با اطمینان 95% ادعا کرد که بین اجرای QFD و عوامل کلیدی عملکرد سازمان‌های خدماتی رابطه مثبتی وجود دارد. یعنی با اجرای QFD، عوامل کلیدی عملکرد افزایش یافته و هم‌چنین میزان همبستگی افزایش عوامل کلیدی عملکرد با اجرای QFD برابر58% شده است. البته با توجه به نتایج آزمون و دقت در سطوح معنی‌دار، تعدادی از گزینه‌ها نه تنها تفاوتی قبل و بعد از اجرای QFD نداشته بلکه برخی کاهش نیز داشته که از آن جمله می‌توان به کاهش کیفیت خدمات بانکی و رسیدگی به شکایات در بخش خدماتی لوکس اشاره کرد. [1]. Quality Function Deployment 3. این مقاله از طرح پژوهشی دانشگاه آزاد اسلامی، واحد تبریز که با استفاده از اعتبارات پژوهشی و حمایت مالی این دانشگاه به انجام رسیده, استخراج شده است.
In today’s world, where organizations persist in an ever-changing environment, each of them strives in some way to continue to survive. In this regard, customers and service receivers, as the main reason for the existence of organizations, are of great importance, so winning their satisfaction is one of the important and efficient policies to guarantee the perpetuity of every organization. Thus, some of the active service-giving organizations that apply quality function deployment (QFD) method were studied because today quality management is of importance for organizations that desire to have successful and constant presence in the competitive markets. In the present study, to achieve the research objective, the researcher interviewed the active service-giving organizations in order to determine whether quality function deployment is related with the organizations’ key factors including service quality, service value, organizational costs, suitable tariffs, service time, complaint investigations, in-time notification, customers’ support and personnel satisfaction. The research tools were a questionnaire and the interviews. The results indicated that the state of the organizations’ key factors was desirable after the implementation of QFD, and that there is a positive relation between QFD and the key factors of service-giving organizations at %95 significance level. In other words, the key factors increased with QFD implementation, and the correlation rate was %58. However, with regard to the results and attention to significance levels, it was found that some of the items didn’t change before and after implementing QFD; rather, a few of them such as the quality of banking services and complaint investigations even showed a decrease in the luxury service sector.
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Afghahi Narimani, A. A. (2005). Investigating the Effect of After Sales Services Factors on the Customer Satisfaction with the Manufacturing Company of Arj. Master's Thesis, Rasht: Islamic Azad University, (In Persian).
Alii Beigi, F. (2002). Investigating and Recognizing the Factors Affecting the Satisfaction of Subscribers of the Cellular Network and Determining Their Priority in the East Azarbaijan Telecommunication Company. Master's Thesis, Tabriz: Islamic Azad University, (In Persian).
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Bast, J. (1997). Research Methods in Educational and Behavioral Sciences. translated by: P. Sharifi, Tehran: Groves Publishing House, (In Persian).
Ben Harrison, C. (2006). Improving Employee Productivity. Translated by: Sh. Mirzaee, Tehran: Terme Publishing, (In Persian).
Bouchereau Vivianne and Rowlands Hefin (2000), Methods and techniques to help quality function deployment (QFD), Benchmarking: An International Journal, pp 35-72.
Corman, A. (2005). Industrial and Organizational Psychology. Translated by: H. Shokrkon, Tehran: Roshd Publishing, (In Persian).
Delawar, Ali (1973). Theoretical and Practical Foundations of Research in the Humanities and Social Sciences. Tehran: Roshd Publishing, (In Persian).
Fadoi, A. (1998). Ergonomics and Productivity. Tadbir Magazine, 86, (In Persian).
Faghahi Farahmand, N. (2002). Dynamic Management of Organization. Tabriz: Forouzesh Publication, (In Persian).
Faghahi Farahmand, N. (2003). The Management of the Organization. Tabriz: Forouzesh Publication, (In Persian).
Faghahi Farahmand, N. (2005). Strategic Management of Organization. Tabriz: Forouzesh Publication, (In Persian).
Feghahi Farahmand, N. (2009). Formulation of the Strategic Plan of the Organization. Tabriz: Forouzesh Publication, (In Persian).
Fakhimi, F. (2004). Organizational Behavior Management. Tehran: Hastan Publishing, (In Persian).
Glenn H.Mazur (2002), The application of QFD to Design a course in TQM at Michigan university , QFD Institute, USA, pp 49- 89.
Glenn H.Mazur (2004), Japan Business Consultants, the Symposium on Quality Function Deployment, June.
Griffin, M. (1995). Organizational Behavior. Translated by: M. Alvani & Gh. Memarzadeh, Tehran: Pearl Publication, (In Persian).
Hafzania, M. R. (1998). An Introduction to the Method of Research in the Humanities. Tehran: Samt Publication, (In Persian).
Haji Mirarab, S. M. (2003). QFD Voice and QFD. Tehran: Automotive Industry, (In Persian).
Hanifi, J. (2003). Designing QFD Model for Tabriz Petrochemical Industries. Master's Thesis, Tabriz: Islamic Azad University, (In Persian).
Hoshyar, M. (2000). QFD Interaction and Other Quality Management Methods. Master's Thesis, Tehran: Tehran University, (In Persian).
Huran, B. (2002). QFD in Services. Translated by: A. Yazdanpanah, Tehran: Government Education Management Center, (In Persian).
Jafari, A. M. (2000). QFD Case Study in Household Refrigerator Construction Plant. Master's Thesis, Tehran: Tehran University, (In Persian).
Katler, P., & Gary, A. (1998). Principles of Marketing. Translated by: B. Forouzandeh, Tehran: Testing Institute, (In Persian).
Kebriyaei, T. (2000). Investigating Related Factors on the Satisfaction of End Users. Master's Thesis, Tehran: Tehran Univercity, (In Persian).
Khaki, Gh. R. (1999). Research Methods in Management. Tehran: University of Tehran Publication, (In Persian).
Khoo L.P. and Ho N.C. (1996), Framework of a fuzzy quality function deployment system, International Journal of Production Research, pp 72-94.
Lindsay William M (2003), The Management and control of quality, South- Western College Publishing, pp 110-142.
Mazur, H (2006), QFD (www.qfdi.org)
Mehrkish, M. E. (2002). Assessment of the Degree of Satisfaction of Electric Power Subscribers to Improve the Quality of Service in Sabzevar Electricity. Master Thesis, Tehran: Tehran Industrial Management Organization, (In Persian).
Minor Michael S. (2004), Consumer Behavior: A Framework, Prentice- Hall, p34.
Naton, M. (1999). The Basics of Marketing Research. Translated by: B. Sanati, Tehran: Mobaleghan Publication, (In Persian).
Ratford, R. (1997). Production and Operations Management. Translated by: H. Nouri & D. Davari, Tehran: Industrial Management Organization, (In Persian).
Rezaeian, A. (2006). Organizational Management and Behavior. Tehran: Tehran University Publication, (In Persian).
Ramezanian, A. (2007). Development of Quality Performance. Iran Khodro Journal, 8-19, (In Persian).
Rostami Gomeh, A. (2005). Factors Affecting on the Users' Satisfaction with Continuous Services of Informational Units of Central Libraries of Tarbiat Modares University and Tehran University. Master's Thesis, Tehran: Tarbiat Modares University, (In Persian).
Rosta, A., & Abdolhamid, E. (1998). Marketing Management. Tehran: Samt Publication, (In Persian).
Saatchi, M. (1998). Productivity Psychology. Tehran: Nashr Publishing, (In Persian).
Sakaran, U. (2002). Research Methods in Management. Translation by: M. Saabi & M. Shirazi, Tehran: Center for Management of Public Administration, (In Persian).
Sarmad, Z., Bazargan, A. & Hejazi, E. (2004). The Method of Research in Behavioral Sciences. Tehran: Aqah Publication, (In Persian).
Sullivan L.P. (2005), Quality Function Deployment, Quality Progress at Michigan University, QFD Institute, USA, p 214.
Taheri Lari, M. (1998). Management of Organizational Transformation. Tehran: Derakhshesh Publication, (In Persian).
Tan K.C. Xie M. (2002), Innovative Product Development Using Kano´s Model and QFD, European Journal of Innovation Management, pp 68-79.
Tracy, M., & Freddouzir, M. (1996). Leading Market Leadership. Translated by: A. Rezainejad, Tehran: Rasa Cultural Services Institute, (In Persian).
Yoji Akao (2003), QFD Past, present, and future, International symposium on QFD.
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Abbas Zadegan, M. (1999). Management of Unrestrained Organizations. Tadbir Magazine, 96, 25-33, (In Persian).
Afghahi Narimani, A. A. (2005). Investigating the Effect of After Sales Services Factors on the Customer Satisfaction with the Manufacturing Company of Arj. Master's Thesis, Rasht: Islamic Azad University, (In Persian).
Alii Beigi, F. (2002). Investigating and Recognizing the Factors Affecting the Satisfaction of Subscribers of the Cellular Network and Determining Their Priority in the East Azarbaijan Telecommunication Company. Master's Thesis, Tabriz: Islamic Azad University, (In Persian).
Alwani, M. (1976). Public Administration. Tehran: Ney Publication, (In Persian).
Ahmadi, A. (1997). Prioritizing Customers in QFD. Master's Theses, Isfahan: Isfahan University, (In Persian).
Bast, J. (1997). Research Methods in Educational and Behavioral Sciences. translated by: P. Sharifi, Tehran: Groves Publishing House, (In Persian).
Ben Harrison, C. (2006). Improving Employee Productivity. Translated by: Sh. Mirzaee, Tehran: Terme Publishing, (In Persian).
Bouchereau Vivianne and Rowlands Hefin (2000), Methods and techniques to help quality function deployment (QFD), Benchmarking: An International Journal, pp 35-72.
Corman, A. (2005). Industrial and Organizational Psychology. Translated by: H. Shokrkon, Tehran: Roshd Publishing, (In Persian).
Delawar, Ali (1973). Theoretical and Practical Foundations of Research in the Humanities and Social Sciences. Tehran: Roshd Publishing, (In Persian).
Fadoi, A. (1998). Ergonomics and Productivity. Tadbir Magazine, 86, (In Persian).
Faghahi Farahmand, N. (2002). Dynamic Management of Organization. Tabriz: Forouzesh Publication, (In Persian).
Faghahi Farahmand, N. (2003). The Management of the Organization. Tabriz: Forouzesh Publication, (In Persian).
Faghahi Farahmand, N. (2005). Strategic Management of Organization. Tabriz: Forouzesh Publication, (In Persian).
Feghahi Farahmand, N. (2009). Formulation of the Strategic Plan of the Organization. Tabriz: Forouzesh Publication, (In Persian).
Fakhimi, F. (2004). Organizational Behavior Management. Tehran: Hastan Publishing, (In Persian).
Glenn H.Mazur (2002), The application of QFD to Design a course in TQM at Michigan university , QFD Institute, USA, pp 49- 89.
Glenn H.Mazur (2004), Japan Business Consultants, the Symposium on Quality Function Deployment, June.
Griffin, M. (1995). Organizational Behavior. Translated by: M. Alvani & Gh. Memarzadeh, Tehran: Pearl Publication, (In Persian).
Hafzania, M. R. (1998). An Introduction to the Method of Research in the Humanities. Tehran: Samt Publication, (In Persian).
Haji Mirarab, S. M. (2003). QFD Voice and QFD. Tehran: Automotive Industry, (In Persian).
Hanifi, J. (2003). Designing QFD Model for Tabriz Petrochemical Industries. Master's Thesis, Tabriz: Islamic Azad University, (In Persian).
Hoshyar, M. (2000). QFD Interaction and Other Quality Management Methods. Master's Thesis, Tehran: Tehran University, (In Persian).
Huran, B. (2002). QFD in Services. Translated by: A. Yazdanpanah, Tehran: Government Education Management Center, (In Persian).
Jafari, A. M. (2000). QFD Case Study in Household Refrigerator Construction Plant. Master's Thesis, Tehran: Tehran University, (In Persian).
Katler, P., & Gary, A. (1998). Principles of Marketing. Translated by: B. Forouzandeh, Tehran: Testing Institute, (In Persian).
Kebriyaei, T. (2000). Investigating Related Factors on the Satisfaction of End Users. Master's Thesis, Tehran: Tehran Univercity, (In Persian).
Khaki, Gh. R. (1999). Research Methods in Management. Tehran: University of Tehran Publication, (In Persian).
Khoo L.P. and Ho N.C. (1996), Framework of a fuzzy quality function deployment system, International Journal of Production Research, pp 72-94.
Lindsay William M (2003), The Management and control of quality, South- Western College Publishing, pp 110-142.
Mazur, H (2006), QFD (www.qfdi.org)
Mehrkish, M. E. (2002). Assessment of the Degree of Satisfaction of Electric Power Subscribers to Improve the Quality of Service in Sabzevar Electricity. Master Thesis, Tehran: Tehran Industrial Management Organization, (In Persian).
Minor Michael S. (2004), Consumer Behavior: A Framework, Prentice- Hall, p34.
Naton, M. (1999). The Basics of Marketing Research. Translated by: B. Sanati, Tehran: Mobaleghan Publication, (In Persian).
Ratford, R. (1997). Production and Operations Management. Translated by: H. Nouri & D. Davari, Tehran: Industrial Management Organization, (In Persian).
Rezaeian, A. (2006). Organizational Management and Behavior. Tehran: Tehran University Publication, (In Persian).
Ramezanian, A. (2007). Development of Quality Performance. Iran Khodro Journal, 8-19, (In Persian).
Rostami Gomeh, A. (2005). Factors Affecting on the Users' Satisfaction with Continuous Services of Informational Units of Central Libraries of Tarbiat Modares University and Tehran University. Master's Thesis, Tehran: Tarbiat Modares University, (In Persian).
Rosta, A., & Abdolhamid, E. (1998). Marketing Management. Tehran: Samt Publication, (In Persian).
Saatchi, M. (1998). Productivity Psychology. Tehran: Nashr Publishing, (In Persian).
Sakaran, U. (2002). Research Methods in Management. Translation by: M. Saabi & M. Shirazi, Tehran: Center for Management of Public Administration, (In Persian).
Sarmad, Z., Bazargan, A. & Hejazi, E. (2004). The Method of Research in Behavioral Sciences. Tehran: Aqah Publication, (In Persian).
Sullivan L.P. (2005), Quality Function Deployment, Quality Progress at Michigan University, QFD Institute, USA, p 214.
Taheri Lari, M. (1998). Management of Organizational Transformation. Tehran: Derakhshesh Publication, (In Persian).
Tan K.C. Xie M. (2002), Innovative Product Development Using Kano´s Model and QFD, European Journal of Innovation Management, pp 68-79.
Tracy, M., & Freddouzir, M. (1996). Leading Market Leadership. Translated by: A. Rezainejad, Tehran: Rasa Cultural Services Institute, (In Persian).
Yoji Akao (2003), QFD Past, present, and future, International symposium on QFD.