ارائه الگوی بهینه سازی محصول نوشیدنی برای مشتریان شرکت های هواپیمایی ایران با روش تحلیل جریمه
محورهای موضوعی :
مدیریت صنعتی
Alireza Fayazi
1
,
Abdullah Naami
2
,
Reza Aghamusa
3
1 - Business Management, Group, Management Faculty of Islamic Azad University, South Tehran branch, Iran
2 - Business Management, Group, Management Faculty of Islamic Azad University, South Tehran branch, Iran
3 - Business Management Group, Management Faculty, Islamic Azad University, South Tehran branch, Iran
تاریخ دریافت : 1399/07/20
تاریخ پذیرش : 1399/09/17
تاریخ انتشار : 1399/09/17
کلید واژه:
شرکت هواپیمایی,
بهینه سازی محصول,
مقیاس جار,
تحلیل جریمه,
نوشیدنی,
چکیده مقاله :
ماهیت رقابتی صنعت حمل و نقل مسافری هوایی باعث شده تا جلب رضایت مشتریان در آن دارای اهمیت بالایی باشد. همچنین ارایه خدمات مناسب در خصوط هواپیمایی از عوامل کلیدی رضایت مشتریان است. قسمت اصلی خدمات بخش حین پرواز می‌باشد که سرو نوشیدنی و غذا از مهمترین شاخصه های آن است. لذا هدف این تحقیق ارائه الگوی بهینه سازی محصول نوشیدنی برای مشتریان شرکت های هواپیمایی ایران می باشد. بر همین اساس در این تحقیق محصول پایه ارایه شده به منظور استخراج ویژه گی هایی که از منظر مشتریان نیازمند تثبیت و یا اصلاح است با رویکرد آزمون محصول در موقعیت مرکزی مورد ارزیابی قرار گرفت. به همین منظور ابتدا 130 قضاوت کننده بالای ده سال که تجربه پرواز دور برد را داشتند انتخاب شدند این افراد بعد از تست محصول در شرایط معین نظرات خود را در مورد 13 ویژگی محصول در قالب مقیاس جار و نیز علاقه مندی کلی محصول در قالب پرسشنامه بیان نمودند. سپس داده ها با روش تحلیل جریمه و با استفاده از نرم افزار XLSTAT مورد تحلیل قرار گرفت. نتایج نشان میدهد که ویژگی های ترشی و غلظت و گازداری خارج از محدوده مورد پسند مشتریان قرار داشته و باید اصلاح گردند. یافته های تحقیق به واحد تحقیق و توسعه شرکت تولید کننده نوشیدنی کمک می کند که با دستکاری ترکیبات و متناسب نمودن این سه ویژگی، محصول بهینه را که مطابق با ترجیحات بازار است تولید نهایی نموده و بدین ترتیب شرکت های هواپیمایی ایرانی با ارائه آن مزیت رقابتی کسب نمایند.
چکیده انگلیسی:
The competitive nature of the air transport industry has made it a high priority for customer satisfaction. Providing the right services in the airline is also a key factor in customer satisfaction. The main part of the service is the in-flight service, which is one of the most important features of drinks and food. Therefore, the purpose of this study is to present a beverage product optimization model for Iranian Airlines customers. Accordingly, in this study, the basic product presented in order to extract the features that from the customer's point of view need fixing or modification was evaluated with the central test product approach. For this purpose, 130 judges over 10 years old with long-range flight experience were first selected. After testing the product, they expressed their views on 13 Jar-type product characteristics and overall product interest in the questionnaire. . Then the data were analyzed by Fine Analysis method using XLSTAT software. The results show that the characteristics of pickling, concentration and carbonation are out of reach of the customers and should be improved. The research findings help the research and development unit of the beverage company to finalize the optimum product that is in line with market preferences and customization by manipulating the compounds and tailoring these three characteristics; and, thus, Iranian airlines gain the competitive advantage through serving it
منابع و مأخذ:
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Crogan, N. L., Evans, B., Severtsen, B., & Shultz, J. A. (2004). Improving nursing home food service: Uncovering the meaning of food through residents’ stories. Journal of Gerontological Nursing, 30(2), 29–36.
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Franklin, F. G. (1999). History of in-flight catering: It all began in 1903 with Orville Wright. Journal of Airline and Food Travel Service, 16 (2), 21.
Freitas, D. D. C., and R. D. Mattietto. (2013). Ideal sweetness of mixed juices from Amazon fruits. Journal of Food Science & Technology, 33,148–154.
Ghandi, A., Mortazavi, A. & Mazaheri, M., (2012), Optimization of Tomato Straw Formulation, Twelfth National Congress of Food Industries of Iran, (In Persian).
Han, H., Lee, K., Chuac, B., Lee. S. (2019). Role of airline food quality, price reasonableness, image, satisfaction, and attachment in building re-flying intention, International Journal of Hospitality Management, 80, 91-100.
HassaniMoosaAbadi M. Optimize fat Replacers in food. Journal of Babol University of Medical Science. 20 (S1-2018), (In Persian).
Hoseinpour, M. & Fakharzadeh Jahromi, A.(2020). The robust optimization model for providing Iranian diet for adjusting optimal glycemic load, Journal of Decisions and Operations Research, 4(1), 42-53, (In Persian).
Eghbali H., Eghbali M., Vahidian Kamyad A. & Aminlou, R.(2012). Optimizing the diet of people with hepatitis with a fuzzy approach, Journal of Research in Operations and its Applications, 2(33), 1-20, (In Persian).
Hough G, Wakeling I, Mucci A, Chambers E, Mendez-Gallardo I & Rangel Alves L (2006). `Number of consumers necessary for sensory acceptability tests', Food Quality and Preference, 17, 522-526.
Jiang, H. & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China's airline market. Journal of Air
Jolliffe, I., T., (2002), Principal Component Analysis, 2nd Edition, Springer Science & Business Media, New York.
Jones, P. (1995). Developing new products and services in-flight catering: As economic activity shifts away from manufacturing to the service sector, it is becoming increasingly important to understand the new product development process. International Journal of Contemporary Hospitality Management, 7 (2), 24-28.
King, T. (2001). İnfilight Catering. Tourism And Hospitalicy research, 3(2), 181-184.
Koklic, M. K., Kukar-Kinney, M. & Vegelj, S. (2017). An investigation of customer satisfaction wilow-cost and full-service airline companies. Journal of Business Research, 80(Supplement C), 188-196.
Laguna, L., Varela, P., Salvador, A., & Fiszman, S. (2013). A new sensory tool to analyse the oral trajectory of biscuits with different fat and fiber Food Res Int, 51, 544-553.
Lawless, H. T., & Heymann, H. (2010). Sensory evaluation of food. (2nd edition). New York, Springer.
Lawless, L. J. R., Threlfall, R. T., Meullenet, J. F., & Howard, L. R.(2013). Applying a mixture design for consumer optimization of black cherry, Concord grape and pomegranate juice blends, Journal of Sensory Studies, 28, 102–112.
Liu, J. (2011). Chinese food. Cambridge: Cambridge University Press.
Mohd Zahari, M. S, Salleh, N. K., Kamaruddin, M. S. Y and Kutut, M. Z. (2011). In-flight Meals, Passengers’ Level of Satisfaction and Re-flying Intention, International Scholarly and Scientific Research & Innovation 5(12), 1777-1784.
Narayanan, P., Chinnasamy, B., Clark, L. J, S.(2014). Use of just-about-right scales and penalty analysis to determine appropriate concentrations of stevia sweeteners for vanilla yogurt Journal of Dairy Science, 97, 3262-3272.
O’Hara, L., & Strugnell, C. (1997). Development in in-flight catering. Journal of Nutrition and Food Science, 3 (20), 105-106.
Park M., Park J. W. & Yoo H. )2018). Application of affective engineering to service industries: feelings from airlines’ in-flight service elements, Total Quality Management, 29( 9), 1025–1042.
Punter, P.H. & Worch, T. (2009). The Ideal Profile Method: Combining Classical Profiling with JAR Methodology, OP&P Product Research, Utrecht, The Netherlands.
Romli, F. I., Rahman, K., & Ishak, F. D.,(2016), In-flight food delivery and waste collection service: the passengers' perspective and potential improvement, Published under licence by IOP Publishing Ltd,152.
Rouhani, MH, Mortazavi Najabadi, M., Esmaillzadeh, A., & Feizi, .A, Azadbakht, L., (2017). Using Linear Programming to Design a Diet for Patients with Renal Diseases: A Case Study on Two Iranian Mixed Dishes, Iranian Journal of Nutrition Sciences & FoodTechnology, 11(4), 1-8.
Sarlak, Z., Garavand, F., Mohammadi, R., Hosseini, M., & Rouhi, M.(2018). Development of an Optimal Formulation for Flavored Doogh-Based Soft Drink Using Response Surface Methodology and Evaluate the Resulting Powder, Food Technology & Nutrition , 15 ( 2),5-18, (In Persian).
Slater S. &Narver J. C. (2000). Intelligence generation and superior customer value, Journal of the Academy of Marketing Science, 28:120, Transport Management, 57(Supplement C), 80-88.
Urban, G. L., & Hauser, J. R. (1993). Design and marketing of new Prentice-Hall.
Van kleef, E.(2006), Consumer research in the early stages of new product development, PhD-thesis, Wageningen University.
Wright, C., (2001). Table in the sky: Recipe from the British Airways and the great chefs. W.H: Allen and Co.
Writz, J., Heracleous, L., & Pangarkar, N. (2008). Managing human resources for service excellence and cost effectiveness at Singapore Airlines. Managing Service Quality,18 (1), 4-19.
Yang, Elaine Ch.& Khoo-Lattimore, C. (2015). Food and the Perception of Eating: The Case of Young Taiwanese Consumers, Asia Pacific Journal of Tourism Research,
You, F., Bhamra, T & Lilley, D. (2020). Why Is Airline Food Always Dreadful? Analysis of Factors Influencing Passengers’ Food Wasting Behaviour, Sustainability, MDPI, Open Access Journal, 12(20), 1-18.
Zarabadipour F, Piravi-Vanak Z, Aminifar M. (2020). Optimization of coconut milk formulation containing gum tragacanth using response surface method. Journal of Food Science and Technology, 17 (104),13-25, (In Persian)
Zendeboodi, F., Yeganehzad, S., Sadeghian, A. R., & Gholian, M. M,(2019), Optimization of formulation of energetic soft drink containing natural sweetener and whey protein using mixture design-extreme vertices, Journal of Food Science & Industry, 89(16) 113-123, (In Persian).
Zhi, R., Zhao, L., & Shi, J., (2016), Improving the sensory quality of flavored liquid milk by engaging sensory analysis and consumer preference, Journal of Dairy Science ,99 (7), 5305-5317.
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Bajelan, S., Mazaheri, A., Mostaghim, T. (2018). Optimization of Variables and Physicochemical, Flow and Sensory Properties of Yogurt Containing Apple Juice Using the Response Surface Methodology Journal of FoodTechnology & Nutrition, 15 (1), 78-100, (In Persian).
Bi, K., Qiu, T.,& Huang Y., (2020). A Deep Learning Method for Yogurt Preferences Prediction Using Sensory Attributes. Processes; Basel, 8( 5).
Bruce, S. (2001). In-flight catering. Unpublished PhD dissertation, University of Helsinki, Finland.
Cardinal, P., Zamora, M., C., Chambers, E., Barrachina, A., C., & Hough, G. (2015). Convenience Sampling for Acceptability and CATA Measurements May Provide Inaccurate Results: A Case Study with Fruit Flavored Powdered beverages Tested in Argentina, Spain and U.S.A., Journal of Sensory Studies, 30( 4), 295-304.
Crogan, N. L., Evans, B., Severtsen, B., & Shultz, J. A. (2004). Improving nursing home food service: Uncovering the meaning of food through residents’ stories. Journal of Gerontological Nursing, 30(2), 29–36.
Curi, P., N., De Almedia, A.,B., Tavares, B., Nunes, C., A., Pid, R., Pasqual, M., Sduza, V., R.,(2017), Optimization of tropical fruit juice based on sensory and nutritional characteristics, Journal of Food Science and Technology, 37(2), 308-314.
Dana, K. H. (2000). More and better food. Journal of Air Transport World, 5, 102-103.
Dana, L. P. (1999). Korean Airlines: British Food Journal. 101 (5), 113- 116.
Driver, J. C. (1999). Development in airlines marketing practice. Journal of Marketing Practice: Applied Marketing Science, 5 (5), 45-50.
(2018). https://www.eavar.com/fa/blog/2018/12/4/141396/airline-meals/
Eliashberg, J., Lilien, G. L., & Rao, V. R. (1997). Minimizing technological oversights: a marketing research perspective. In R. Garud, P. R. Nayyar, & Z. B. Shapira (Eds.), Technological innovation: Oversights and foresights USA: Cambridge University Press. 214–230
Emamifar, A., Zanganeh, Z., Latifian, M. & Arbab, Z., (2020). Physicochemical, textural and sensory properties of cake containing jujube, Journal of Food Science & Technology, 17(103), 33-46. (In Persian).
Eric, T., & Laws, Y. (2005). Managing passenger satisfaction: some quality issues in airline meal service, Journal of Quality Assurance in Hospitality & Tourism, 6 (1/2), 89-113.
Fayazi, A., (2018), Represent a Pattern for Beverage Product Conceptual Design based on the Preferences of Airline Customers, PhD-thesis, Islamic Azad University of Iran, South Branch, (In Persian).
Franklin, F. G. (1999). History of in-flight catering: It all began in 1903 with Orville Wright. Journal of Airline and Food Travel Service, 16 (2), 21.
Freitas, D. D. C., and R. D. Mattietto. (2013). Ideal sweetness of mixed juices from Amazon fruits. Journal of Food Science & Technology, 33,148–154.
Ghandi, A., Mortazavi, A. & Mazaheri, M., (2012), Optimization of Tomato Straw Formulation, Twelfth National Congress of Food Industries of Iran, (In Persian).
Han, H., Lee, K., Chuac, B., Lee. S. (2019). Role of airline food quality, price reasonableness, image, satisfaction, and attachment in building re-flying intention, International Journal of Hospitality Management, 80, 91-100.
HassaniMoosaAbadi M. Optimize fat Replacers in food. Journal of Babol University of Medical Science. 20 (S1-2018), (In Persian).
Hoseinpour, M. & Fakharzadeh Jahromi, A.(2020). The robust optimization model for providing Iranian diet for adjusting optimal glycemic load, Journal of Decisions and Operations Research, 4(1), 42-53, (In Persian).
Eghbali H., Eghbali M., Vahidian Kamyad A. & Aminlou, R.(2012). Optimizing the diet of people with hepatitis with a fuzzy approach, Journal of Research in Operations and its Applications, 2(33), 1-20, (In Persian).
Hough G, Wakeling I, Mucci A, Chambers E, Mendez-Gallardo I & Rangel Alves L (2006). `Number of consumers necessary for sensory acceptability tests', Food Quality and Preference, 17, 522-526.
Jiang, H. & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China's airline market. Journal of Air
Jolliffe, I., T., (2002), Principal Component Analysis, 2nd Edition, Springer Science & Business Media, New York.
Jones, P. (1995). Developing new products and services in-flight catering: As economic activity shifts away from manufacturing to the service sector, it is becoming increasingly important to understand the new product development process. International Journal of Contemporary Hospitality Management, 7 (2), 24-28.
King, T. (2001). İnfilight Catering. Tourism And Hospitalicy research, 3(2), 181-184.
Koklic, M. K., Kukar-Kinney, M. & Vegelj, S. (2017). An investigation of customer satisfaction wilow-cost and full-service airline companies. Journal of Business Research, 80(Supplement C), 188-196.
Laguna, L., Varela, P., Salvador, A., & Fiszman, S. (2013). A new sensory tool to analyse the oral trajectory of biscuits with different fat and fiber Food Res Int, 51, 544-553.
Lawless, H. T., & Heymann, H. (2010). Sensory evaluation of food. (2nd edition). New York, Springer.
Lawless, L. J. R., Threlfall, R. T., Meullenet, J. F., & Howard, L. R.(2013). Applying a mixture design for consumer optimization of black cherry, Concord grape and pomegranate juice blends, Journal of Sensory Studies, 28, 102–112.
Liu, J. (2011). Chinese food. Cambridge: Cambridge University Press.
Mohd Zahari, M. S, Salleh, N. K., Kamaruddin, M. S. Y and Kutut, M. Z. (2011). In-flight Meals, Passengers’ Level of Satisfaction and Re-flying Intention, International Scholarly and Scientific Research & Innovation 5(12), 1777-1784.
Narayanan, P., Chinnasamy, B., Clark, L. J, S.(2014). Use of just-about-right scales and penalty analysis to determine appropriate concentrations of stevia sweeteners for vanilla yogurt Journal of Dairy Science, 97, 3262-3272.
O’Hara, L., & Strugnell, C. (1997). Development in in-flight catering. Journal of Nutrition and Food Science, 3 (20), 105-106.
Park M., Park J. W. & Yoo H. )2018). Application of affective engineering to service industries: feelings from airlines’ in-flight service elements, Total Quality Management, 29( 9), 1025–1042.
Punter, P.H. & Worch, T. (2009). The Ideal Profile Method: Combining Classical Profiling with JAR Methodology, OP&P Product Research, Utrecht, The Netherlands.
Romli, F. I., Rahman, K., & Ishak, F. D.,(2016), In-flight food delivery and waste collection service: the passengers' perspective and potential improvement, Published under licence by IOP Publishing Ltd,152.
Rouhani, MH, Mortazavi Najabadi, M., Esmaillzadeh, A., & Feizi, .A, Azadbakht, L., (2017). Using Linear Programming to Design a Diet for Patients with Renal Diseases: A Case Study on Two Iranian Mixed Dishes, Iranian Journal of Nutrition Sciences & FoodTechnology, 11(4), 1-8.
Sarlak, Z., Garavand, F., Mohammadi, R., Hosseini, M., & Rouhi, M.(2018). Development of an Optimal Formulation for Flavored Doogh-Based Soft Drink Using Response Surface Methodology and Evaluate the Resulting Powder, Food Technology & Nutrition , 15 ( 2),5-18, (In Persian).
Slater S. &Narver J. C. (2000). Intelligence generation and superior customer value, Journal of the Academy of Marketing Science, 28:120, Transport Management, 57(Supplement C), 80-88.
Urban, G. L., & Hauser, J. R. (1993). Design and marketing of new Prentice-Hall.
Van kleef, E.(2006), Consumer research in the early stages of new product development, PhD-thesis, Wageningen University.
Wright, C., (2001). Table in the sky: Recipe from the British Airways and the great chefs. W.H: Allen and Co.
Writz, J., Heracleous, L., & Pangarkar, N. (2008). Managing human resources for service excellence and cost effectiveness at Singapore Airlines. Managing Service Quality,18 (1), 4-19.
Yang, Elaine Ch.& Khoo-Lattimore, C. (2015). Food and the Perception of Eating: The Case of Young Taiwanese Consumers, Asia Pacific Journal of Tourism Research,
You, F., Bhamra, T & Lilley, D. (2020). Why Is Airline Food Always Dreadful? Analysis of Factors Influencing Passengers’ Food Wasting Behaviour, Sustainability, MDPI, Open Access Journal, 12(20), 1-18.
Zarabadipour F, Piravi-Vanak Z, Aminifar M. (2020). Optimization of coconut milk formulation containing gum tragacanth using response surface method. Journal of Food Science and Technology, 17 (104),13-25, (In Persian)
Zendeboodi, F., Yeganehzad, S., Sadeghian, A. R., & Gholian, M. M,(2019), Optimization of formulation of energetic soft drink containing natural sweetener and whey protein using mixture design-extreme vertices, Journal of Food Science & Industry, 89(16) 113-123, (In Persian).
Zhi, R., Zhao, L., & Shi, J., (2016), Improving the sensory quality of flavored liquid milk by engaging sensory analysis and consumer preference, Journal of Dairy Science ,99 (7), 5305-5317.
