Closing gap between new development and voice of customer

Authors

  • Mercedes Grijalvo Universidad Politécnica de Madrid http://orcid.org/0000-0001-7885-4354
  • María Fernanda Eliopoulos Universidad Politécnica de Madrid, Madrid
  • Gustavo Morales-Alonso Universidad Politécnica de Madrid, Madrid

DOI:

https://doi.org/10.17811/ebl.9.4.2020.279-288

Abstract

In the quest to increase customer satisfaction, this paper seeks to understand whether the structure of internal processes is the most suitable for channelling customer requirements. In order to use a systematics tool and a robust method, Six Sigma’s DMAIC methodology is applied. Previous research has contemplated Six Sigma methodologies within manufacturing industries focus on reducing defects and cutting costs, but this research tries to explore within a business context, where little research is found. In order to conduct the research a company-based study is followed, and two research paradigms are explored: Positivism and Interpretivism. The scientific research begins with the exploration of New Service Development (NSD) processes, followed by the collection of the Voice of the Customer (VOC) where thirteen criteria essential for purchasing are identified, making it possible to compare the linkage between internal activities and customer requirements. Significant contributions are presented since the research provides a methodical and systematic framework that can be used by organizations seeking how to grow their market share by identifying products and markets and creating customer value.


 

 

Author Biography

Mercedes Grijalvo, Universidad Politécnica de Madrid

 PROFESOR CONTRATADO DOCTOR

SUBDIRECTOR DPTO. DE INGENIERÍA DE ORGANIZACIÓN, ADM. DE EMPRESAS Y ESTADÍSTICA
U.D. ADMINISTRACIÓN DE EMPRESAS
ESCUELA SUPERIOR DE INGENIEROS INDUSTRIALES
UNIVERSIDAD POLITÉCNICA DE MADRID

References

Alsmadi, M. Almani, A. & Jerisat, R (2012) A comparative analysis of Lean practices and per-formance in the UK manufacturing and service sector firms, Total Quality Management & Business Excellence, 23(3-4), pp 381-396

Basu, R. (2011). Fit Sigma: A Lean Approach to Building Sustainable Quality Beyond Six Sigma. New York: John Wiley & Sons.

Biswas, S. (2011). Relationship Marketing: Concepts, Theories and Cases. New Dehli, India: PHI Learning.

Den Boer, S. (2006). Six Sigma for IT Management. Zaltbommel, Van Haren Publishing.

Found, P. & Harrison, R (2012) Understanding the lean voice of the customer, International Journal of Lean Six Sigma, 3 (3), pp.251-267.

Fry, M. & Bott, M. (2004). Combining ITIL® and Six Sigma to Improve Information. Tech-nology Service Management at General Electric. Http://www.mountainview.ca/. BMC Software and Remedy Solutions.

Hamza, S.E.A. (2008) Design process improvement through the DMAIC Six Sigma approach: a case study from the Middle East. International Journal of Six Sigma and Competitive Ad-vantage. 4 (1), pp. 35-47.

Huber, F., Herrmann, A. & Morgan, R.E. (2001). Gaining competitive advantage through cus-tomer value oriented management. The Journal of Consumer Marketing, vol 18, nº 1, pp. 41-53.

Khalifa, A.S (2004) Customer value: a review of recent literature and an integrative configu-ration, Management Decision, Vol. 42 Issue: 5, pp.645-666.

Pyzdek, T., & Keller, P. (2009). The Six Sigma Handbook: A Complete Guide for Green Belts, Black Belts, and Managers at All Levels (3rd Ed.). McGraw-Hill Professional.

Reidenbach, E., & Goeke, R. (2006a) Competing for Customers and Winning with Value: Breakthrough Strategies for Market Dominance. Milwaukee, WI: ASQ Quality Press.

Reidenbach, E., & Goeke, R. (2006b). Strategic Six Sigma for Champions: Keys to Sustainable Competitive Advantage. Milwaukee, WI: ASQ Quality Press.

Reidenbach, E., Goeke, R., & McClung, G. (2002). Dominating Markets with Value: Advanc-es in Customer Value Management. Rhumb Line.

Tjahjono, B., Ball, P., Vitanov, V. I., Scorzafave, C., Nogueira, J., Calleja, J., Minguet, M., Narasimha, L., Rivas, A., Srivastava, A., Srivastava, S. & Yadav, A. (2010) Six Sigma: a li-terature review. International Journal of Lean Six Sigma.1 (3), 216-233.

Womack, J.P. & Jones, D. (2003). Lean Thinking. Revised and updated. Free Press.

Yin, R. (2009) Case Study Research: Design and Methods 4th ed. Sage Publications.

Downloads

Published

2020-12-23

How to Cite

Grijalvo, M., Eliopoulos, M. F., & Morales-Alonso, G. (2020). Closing gap between new development and voice of customer. Economics and Business Letters, 9(4), 279-288. https://doi.org/10.17811/ebl.9.4.2020.279-288