In a challenging competitive markets, companies must maintain their market position and advantage with understanding their consumer’s behavior and their needs. Globalization of essential services and rapid increase of competition throughout the market force the companies to innovation. In the market, companies need to identify the exact customer expectation and create their services or product that match with these expectations. The fast change in the customer’s behavior is challenging and hard to adapt for all companies. Therefore, the tools to defining the right consumer group and targeting the right consumer needs are becoming more important for all companies. In order to match the customer’s behavior in a more effective way, Quality Function Deployment (QFD) can be implemented as an effective tool for defining exact marketing strategy in the service sector. With detailed questionnaire, customer’s expectations and their brand perception is learned, then the relationship of these expectations and company’s technical abilities are created. The created data is prioritized by the experts in order to improve the production process according to match with customer’s expectations. However, the creation and evaluation process is based on human perception and uncertainty of the human language is affecting the measurement process of the evaluations. To cope with this problem, fuzzy logic is implemented in QFD evaluation process and fuzzy QFD methods are produced to obtain realistic results. For fuzzy QFD’s future development, a literature review is created and findings are presented in this paper.
Anahtar Kelimeler: QFD, Fuzzy set, Customer requirement, Interval-valued Fermatean fuzzy QFD
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