Enhancing quality requirements management in retailing industry: The role of Quality Function Deployment

IF 4.5 Q1 MANAGEMENT
D. Pacheco, Rodrigo Veleda Caetano, Samuel Vinícius Bonato, Bruno Miranda dos Santos, W. P. Bueno
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Abstract

PurposeSmall retail stores in the luxury market face significant challenges due to fluctuations in market demand. This task turns challenging as it requires effectively coordinating and translating customer needs into specific requirements that align with retail goals and available resources. However, limited empirical research exists investigating how managers can address service value and quality attributes in small retail stores. This article aims to bridge this gap by investigating the role of quality function deployment (QFD) in improving market and quality requirements management in small retail stores.Design/methodology/approachBased on the case study, a customer survey was initially conducted to gather information on critical characteristics valued in the luxury retail segment. QFD was used to assist the company in identifying and prioritizing key quality attributes to meet customer requirements effectively.Findings The findings demonstrate that implementing QFD in small luxury retail stores empowers managers to identify previously neglected product and service quality aspects. The article shows that QFD informs organizational adaptations that align with the demands of the retail market, leading to an improved ability to meet customer expectations and enhance customer value through the development of enhanced products and services. The study showcases the efficacy of the tested methodology in effectively capturing and prioritizing both tangible and intangible customer needs in retail.Practical implications Findings offer valuable insights to retail managers of small luxury stores, providing actionable market-oriented strategies. By implementing the recommended practices, managers can improve the store’s competitiveness and better cater to the customer base.Originality/value This study contributes to bridging persistent knowledge gaps by addressing the unique context of small luxury retail stores and introducing the application of QFD in this setting. The insights gained from this research are relevant to both retailing and quality management literature. Considering the growing prevalence of transformations in the retail industry, the study provides practical implications for retail managers in effectively navigating these changes.
加强零售业质量需求管理:质量功能展开的作用
由于市场需求的波动,奢侈品市场的小型零售商店面临着重大挑战。这项任务变得具有挑战性,因为它需要有效地协调并将客户需求转化为与零售目标和可用资源相一致的特定需求。然而,关于管理者如何在小型零售商店中处理服务价值和质量属性的实证研究有限。本文旨在通过研究质量功能部署(QFD)在改善小型零售商店的市场和质量需求管理中的作用来弥合这一差距。设计/方法/方法基于案例研究,最初进行了一项客户调查,以收集奢侈品零售领域所看重的关键特征的信息。QFD用于帮助公司识别关键质量属性并对其进行优先排序,以有效地满足客户需求。研究结果表明,在小型奢侈品零售店实施QFD使管理者能够识别以前被忽视的产品和服务质量方面。本文表明,QFD通知组织适应零售市场的需求,从而提高满足客户期望的能力,并通过开发增强的产品和服务来提高客户价值。该研究展示了测试方法在有效地捕捉和优先考虑零售中有形和无形的客户需求方面的功效。研究结果为小型奢侈品商店的零售经理提供了有价值的见解,提供了可操作的市场导向策略。通过实施推荐的做法,管理者可以提高商店的竞争力,更好地迎合客户群。独创性/价值本研究通过解决小型奢侈品零售商店的独特背景,并在此背景下引入QFD的应用,有助于弥合持续存在的知识差距。从这项研究中获得的见解与零售和质量管理文献都相关。考虑到零售业转型的日益普遍,该研究为零售经理有效地驾驭这些变化提供了实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
10.40
自引率
16.10%
发文量
154
期刊介绍: Benchmarking is big news for companies committed to total quality programmes. Its enthusiastic reception by many prominent business figures has created high levels of interest in a technique which promises big rewards for co-operating partners. Yet, like total quality itself, it must be understood in its proper context, and implemented single mindedly if it is to be effective - this journal helps companies to decide if benchmarking is right for them, and shows them how to go about it successfully.
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