Ev aletleri sektöründe kalite iyileştirmesi için müşteri odaklı karar verme yaklaşımı

Quality Function Deployment (QFD) technique is a very popular topic for business and for industry. Each organisation has customers and they often have a struggle to satisfy them in order to be successful and to have a profit. QFD is an important tool to manage these aims and accomplish these goals of the organisations. To put it in another way, QFD is the concept of listening ''the voice of the customer'' and suggesting a respond to the needs of the customers in various ways. In academic world, QFD has a growing attention in the past decade with many different application areas. In most of the studies in literature, the main aim is to maximize customer satisfaction. In order to find this, customer expectations are used. However, the data is vague and limited, so it does not give trustful results. In this study, apart from other conventional studies, a novel fuzzy decision making approach is proposed. "The voice of the customer" concept is looked from a unique perspective in which customer complaints are used instead of customer expectation.The aim in this study is to minimize customer complaints, in other words, minimize the dissatisfaction of the customers. To put it in another way, it is to maximize the satisfaction of the customers. The customer expectation data is hard to collect and to identify. Because of this reason, using customer complaint data is more realistic and helps to get better results. The customer complaints are recorded in all companies and the customers do not hesitate to share their complaints via Customer Complaint Platforms on Internet. The selected application area of the study is the product improvement process which crucial for organisations. The proposed methodology of the paper starts with the identification of customer and technical data.In order to be effective, real customer complaints, retrieved from a complaint platform, are used and it is corroborated with the selection of the most common ones. Then, with the selection of the main technical attributes, five experts are evaluated those data with surveys. They evaluated their interrelationships and also their correlations. Fuzzy data is used to be realistic and to show better the vagueness of the written information that the customers gave. Using these fuzzy data, the main components of House of Quality (HOQ), the matrices, are constructed. With the defuzzification technique the final scores are encountered. Moreover, with the usage of those scores, the most crucial technical attributes in the development of a product are found. The paper proposed the method of Goal Programming (GP) to come up with a solution for objective function in the frame of the solution space of the goals determined. It is aimed to simplify the processes in a company concerning the customer complaints so that the companies can be applied to their relevant processes. The proposed approaches are illustrated using the household appliance industry in Turkey. It is one of the most important, fast-growing industries in Turkey. The vacuum cleaner product is selected as an example to reduce the scope of the complaint database and to study on a single product of this industry.